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03 Case Study:
The Finch Weekday Experience
The Finch wanted to increase weekday traffic and generate more consistent sales during traditionally slower days. The strategy was to transform underperforming weekdays into recurring social experiences, beginning with Salsa with a View in partnership with Salsa Pittsburgh. From free salsa lessons and social dancing, the concept expanded into themed events including Disco on the Deck, Dance Through the Decades, ’80s Nights, and college-focused Back to School parties, DJ nights, and house-style events.
1
The Objective
Turn Slow Weekdays into Opportunities
Create engaging weekday experiences that would attract new audiences, increase traffic, and give customers a reason to choose The Finch beyond the traditional weekend.
2
The Strategy
Build Events Around the Audience
Start with a proven local interest in social dancing, then expand the programming based on audience demographics, seasonal opportunities, and emerging trends.
3
The Execution
From Salsa to Themed Experiences
Developed and promoted a rotating lineup of events, including free salsa lessons, social dancing, Disco on the Deck, Dance Through the Decades, ’80s Nights, DJ events, and college-focused Back to School parties.
4
The Impact
Creating a Reason to Come Back
The weekday strategy transformed The Finch’s slower days into opportunities for community, entertainment, and repeat visitation while allowing the brand to reach multiple audiences through different event concepts.
The Result
The campaign created a more dynamic weekday event calendar and expanded The Finch’s reach beyond its traditional audience. By continually introducing new themes and experiences, the strategy gave customers more reasons to visit throughout the week while creating opportunities to build recurring event audiences.
Interactions
cumultive 350k+ views on a single platform
Reservations
Estimated 120% reservation increase
Sales Increase
228% estimated sales/revenue increase during campaign days
