Rooftop Ranch

The goal of this campaign was to boost Sunday business at Utopian Tailgate, and that's where I developed the concept of "Rooftop Ranch." The key element to make this stand out? A mechanical bull. We embraced the theme fully—switching up the playlist to country music, ordering shirtless cowboy cutouts for photo ops, and having the staff dress in ranch-inspired outfits. Word spread fast that Sundays at Utopian Tailgate felt like stepping onto a ranch, and guests loved it.

Hundreds of people rode the bull each weekend, and cowgirl bachelorette and birthday parties started booking in advance. We received constant inquiries about the bull’s hours. By the end of the season, Sunday business more than doubled year-over-year, and our social media engagement skyrocketed.