Situation Analysis
Triple George Grill led the charge of Downtown Las Vegas' revitalization effort, offering great food and impeccable service in an intimate non-gaming environment. The challenge was to position Triple George as a stylish dining and entertainment option despite a negative “downtown” stigma.

Execution
The Firm Public Relations & Marketing leveraged the concept of Triple George, which was inspired by San Francisco fresh seafood dining experiences, to brand the restaurant as an upscale venue. Events and outreach promoted quality dining selections, entertainment options and overall ambiance.

• Executed a grand opening event that introduced Triple George to the Las Vegas community.
• Pitched story angles to media that promoted Triple George Grill and its surrounding 3rd Street venues as trendy nightlife hotspots.
• Promoted the restaurant’s signature “Be a George” campaign, which helped position the restaurant as an exciting and sophisticated destination (A “George” is a person who freely gives, appreciates special services, is helpful, especially when someone is down in luck, and tips well).
• Created buzz about the restaurant’s ambiance by highlighting unique amenities such as stories on the live piano bar, shoe shine attendant and white-jacketed waiters.
• Consistently positioned the restaurant, its entrees and its chefs as the crème de la crème of Las Vegas dining by pitching a variety of personality profiles, securing restaurant reviews and coordinating in-studio cooking segments.

Results
Three years later, Triple George continues to be one of the most successful 3rd Street venues. The primary messages of great San Francisco-inspired food and a stylish dining experience were promoted in articles that included such headlines as: “Restaurant Gives Frisco Flashback,” “By George! Dishes are a Pleasure to the Palate,” and “Triple Crown Dining.”

Media coverage included positive reviews by all three Las Vegas food critics and an on-air interview with Triple George’s chef by the only television station hosting live cooking segments at the time. Triple George was covered by all major Las Vegas publications including the Las Vegas Review-Journal, Luxury Las Vegas, View Newspapers and Summerlin Magazine. Coverage in regional publications such as Southwest Spirit and Phoenix magazines took the restaurant’s message to the city’s main feeder markets.

 “. . . the Triple George will demonstrate that there’s a market for quality downtown establishments outside of casino walls. It’s definitely off to a good start.” Las Vegas CityLife review, October 2005