The Sinclair (an RGR Hospitality concept) is a relaxed yet sophisticated, American establishment with fun specials like brunch every day, Surf and Turf Sundays, and live music events every Thursday night. Whether you're coming for Brunch with the family or grooving into the night with friends, The Sinclair is the place to be.
As Social Media Marketing Manager for RGR Hospitality, taking over The Sinclair has been one of the biggest, yet most rewarding, challenges in my position. Engagement for The Sinclair was low across the board when I began, and we were struggling to maintain interest in Live Music Thursday for quite some time. While tackling this issue, I also launched our social media campaigns for our Surf and Turf Sundays in January of 2025, which features a delectable, three course special that pairs perfectly with our reverse happy hour specials. Though it has been challenging, since managing The Sinclair I have:
- Increased awareness and interest in Live Music Thursdays through a strategic blend of organic and paid social media campaigns
- Began the first paid social media campaigns for The Sinclair, with a specific focus on promoting our Surf and Turf Sunday special, leading to a 57.4% increase in direct clicks to our website compared to the previous year
- Implemented the first micro-influencer program, with a specific focus on finding hyperlocal, niche voices in the Fairfield community
- Directed a large-scale content shoot across our entire menu as well as our Surf and Turf Special menu
PAID SOCIAL MEDIA ADVERTISING
Paid social media advertising has been incredibly helpful to The Sinclair in a few different ways, but namely in increasing awareness about our Live Music Thursdays. After the 2020 Coronavirus pandemic, nightlife in Fairfield dropped significantly, with most establishments closing their doors at 9 PM. The Sinclair felt the shift in the community, and despite being one of the only late-night spots in town, still struggled to gather a crowd every week. As the years have progressed attendance has increased slightly, but was still below pre-Covid levels.
Over time, I was able to significantly increase awareness for Live Music Thursday through a combination of geographical targeting and boosted content. Our monthly live music schedules now reach an average of 5,000 community members (non-followers) each month, and we have seen a significant increase in attendance that aligns with our data. It was our mission to make Thursdays fun again, and it's safe to say we have!
CREATIVE CONCEPT SHOOT - JANUARY 2025
Creative Director: Jacqueline Forget | Photographer: Meghan Olsen
As Social Media Marketing Manager for RGR Hospitality, I had the honor of leading a creative, content-driven photoshoot for all three of our concepts with the help of Meghan Olsen, a wonderful and talented locally based photographer. She saw the vision and helped me run with it! See below some of my favorites from the shoot specific to The Sinclair concept.
CONTENT CREATION
