Opry Entertainment Group opened “Category 10” with Luke Combs in 2024. I led the social media strategy for the phased opening: Announcement of the Concept (Jan. 2024), “First Look” (Nov. 2024), “The Big Kickoff” (April 2025) and “The Eye” Rooftop Opening (Spring 2025). From creating the social media accounts, to developing the brand’s social media identity and look and feel, it was a fun creative project to delve into.

The Grand Opening strategy was to gather as much buzz around the opening as possible, and to maximize the engagement and audience acquisition opportunities around the opening. We also needed to make fans aware of the location of the bar, what the offerings were, and explain the different spaces. Between surprise and delights for fans, content that generated excitement and capturing the Grand Opening for social live, Category 10 was one of a kind!

The Inn at the Beach Club, located on Maryland’s Eastern Shore, was in need of a social media strategy for their new restaurant, “Knoxie’s Table”. Their main goals were to increase awareness of the restaurant, highlight their food and beverage offerings, and to anchor their content into their larger sense of place in the Inn.

I created a social media strategy targeting Instagram that consisted of an increased posting cadence, organic photography that highlighted their menu, a refreshed brand voice and tone, and that showed off the design of the restaurant while also increasing content that showed the Inn itself. This resulted in increased engagement and new followers year over year (2017-2018).