• Creative Partnerships
• Event Management
• Influencer Relations
• Public Relations

Mae’s Group, in partnership with Ariete Hospitality Group, expanded their imprint on Coconut Grove with three new concepts: Chuggie’s, Chef Michael Beltran’s nostalgic take on the classic burger joint; Mae’s Room, an intimate cocktail parlor inspired by timeless gatherings and Brooklyn creativity; and Drinking Pig BBQ, Chef Raheem Sealey’s first brick-and-mortar home for his cult-favorite smokehouse. The Dana Agency was engaged to introduce each concept to the Coconut Grove community, media, influencers and VIPs as each filling its own distinct niche. Beyond opening announcements, the goal was to generate sustained awareness, cultivate meaningful relationships with press and tastemakers, earn coverage in hyperlocal, regional and national media outlets, and secure media and influencer attendees to the grand opening previews. 

Leading up to the launch of each concept, we positioned Mae’s Room, Chuggie’s & Drinking Pig as three highly anticipated culinary destinations shaping what comes next for Coconut Grove. We strategically distributed a pre-opening press release to hyperlocal, regional and national media to seed early awareness and secure advance interest. To bring each concept to life and generate further media buzz, we designed two opening events: a combined, invitation-only preview for Mae’s Room featuring signature complimentary cocktails from the bar intentionally paired with food selections from Chuggie’s, and a friendly, neighborhood-focused opening for Drinking Pig BBQ to celebrate its first-ever brick-and-mortar featuring complimentary tastings, open-bar cocktails, live music and take-home merch. Our team created thorough run-of-shows for each event and staffed to facilitate conversations between the client and attendees. Following the successful openings, we sustained momentum through proactive follow-ups, coordinating individual dines and ongoing media engagement to extend coverage beyond launch week.

As a result of our pre- and post-media outreach for the two grand opening events, our agency secured a diverse attendance of top hyperlocal media and influencers, earning over 12,000,000+ combined impressions across social and digital. Opening coverage included secured full features in the Miami Herald, The Infatuation, Axios Miami, Total Food Service and Newsbreak and inclusions in Miami New Times, DISH Miami, Luxury Travel Magazine, the Resy “Hit List” and more. Social highlights include coverage on @thehungrypost, @mreats.305, @coconutgrovemagazine and others. Following the opening events, our combined total editorial and social impressions across the account reached 105,000,000+.