Fluid510 Fosters a Nightlife Renaissance in Oakland, with PR Paving the Way
Nightlife in Oakland, Calif., was once considered a risky venture, but things are changing. With the opening of Fluid510, the goal was to create a welcoming, upscale space that caters to people from all backgrounds. The focus is on building an inclusive community where everyone feels comfortable and valued across every spectrum. Fluid510 aims to redefine Oakland’s nightlife scene by offering a versatile space where people can gather, socialize and embrace a sense of belonging.
Challenge
The challenge was to strike the right balance between sophistication and openness, providing a place where diverse identities could come together and connect.
Fluid510 owners Sean Sullivan and Richard Fuentes came to Bospar before opening the versatile venue in hopes that PR could help make their grand opening a significant success. One challenge is that many Bay Area media focus more on San Francisco’s happenings than downtown Oakland.
As fierce advocates for Oakland and community champions, they wanted to secure media coverage about what they were creating – a refined, cultural, open-to-everyone space to showcase downtown Oakland and prove that the city’s growing sophistication is nothing to scoff at. In fact, Oakland, along with Fluid510, is the epicenter of a cultural awakening in the Bay Area.
We delivered with a campaign that made Fluid510’s versatile venue concept relatable and accessible to a broad audience, with local broadcast hits on three major networks and a series of commentary placements in national hospitality outlets such as Bar and Restaurant.
Strategy
In advance of the Great Gatsby-themed grand opening, PR planned a sneak peek VIP experience for key food and beverage, business and local media to visit the Fluid510 space to taste the food and drink, see a sample of the entertainment and understand the fluidity of the space firsthand. The grand opening included a live performance by dance music icon Crystal Waters, contortionists, dancers and a ribbon-cutting.
Jush Sundays – Showcasing Fluid510’s Glam Drag Cabaret
“Shantay, you stay!”
That’s what Fluid510 said to RuPaul’s Drag Race All Star Jasmine Masters, aka Jush.
Bospar ensured continued cadence of coverage by highlighting Fluid510’s entertainment offerings and elevated menu. We secured two broadcast hits for Jush Sundays – a drag cabaret featuring RuPaul Drag Race Allstar alum Jasmine Masters – on ABC7 and Fox2 News, translating to an ample influx in audiences and new patrons.
Media was on the Menu to Bring in Brunch Crowds
Fluid510 sought to establish itself beyond nightlife with a sophisticated brunch offering. Bospar sprung into action, lining up tastings and securing coverage around the weekend pastime, bringing in a new demographic of customers.
Top hits included influential outlets such as Eater and Diablo Magazine, with additional coverage in the pipeline.
Campaign Results
Coverage
Bospar secured 55 pieces of coverage for Fluid510, amounting to a 239.21 million combined total publication-wide audience through September of 2023.
Fluid510’s Grand Opening was featured in 19 pieces of coverage, amounting to more than 52.4 million UVM.
Fluid510 was covered by over 34 tier-one food and beverage and local business media, including San Francisco Chronicle (Anne Schrager), SF Gate (Sam Moore), Bar & Restaurant (Aaron Keil), Bay Area Reporter (Cynthia Laird, Jim Provenzano and Heather Cassell), San Francisco Business Journal (Alex Barreira), Oaklandside (Brandy Collins and Joanna Della Penna), Eater SF (Dianne de Guzman) and KPIX-TV (CBS).
Bospar secured three major network broadcast placements including: KGO-TV (ABC7), KTVU (Fox) and KPIX (CBS).
Business Impact
Bospar’s creative campaigns and media outreach opened doors to new customers and positioned Fluid510 as an important touchpoint for an Oakland nightlife renaissance by providing legitimacy and buzz that set Fluid510 apart as a versatile venue and welcoming and inclusive space. This led to a robust customer base and the establishment of Fluid510 as a deeply rooted part of the community.
“Fluid510 represents more than just a nightlife venue; it's a testament to the transformative power of embracing diversity and culture. Through our partnership with Bospar, we were able to showcase Fluid510 as a welcoming haven that unites people from all walks of life. We were very pleased with the extensive media coverage garnered by Bospar and the wealth of creative ideas they brought to the table. Working with Bospar elevated Fluid510's profile and highlighted the heart of downtown Oakland's vibrant renaissance.”
— Sean Sullivan and Richard Fuentes, co-founders and owners of Fluid510
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