Event VENUE Marketing
The Riviera Country Club is one of the most prestigious private clubs in the world - located near Beverly Hills, in Pacific Palisades, California.
Prior to 2012, the Club had struggled to fully optimize its potential as a top tier venue for high end weddings, meetings and special events.
Senior management tasked Pipeline with aggressively building a book of new catering and event business without detracting from nearly a century of established brand equity.
Pipeline focused on generating new interest through targeted marketing to meeting planners, wedding planners and large corporations, association professionals.
We implemented CRM and marketing automation software to facilitate lead nurturing and follow-up, and speed the closing process by streamlining creation of event proposals. These systems also provided valuable insight into booking windows and allowed better positioning and yield managed pricing for higher demand spaces and times.
In just 18 months, we increased actual catering revenues by 6x and within 30 months on-the-books catering revenues had increased nearly 10x, with an average price per event that more than doubled.