Per-location playbook

LANDMARKS:  Miami International Airport | Grapeland Water Park | Magic City Casino | Curtiss Mansion 

COMPETITORS: Corona Beach House  |Islander Bar and Grill |

NITCH: They serve alcohol at 7 am. Fresh Juice. One of the largest full-service bars pre-security at the airport.

GMB TOP SEARCH : Air Margaritaville Miami, Margaritaville Miami Airport, Air Margaritaville

TARGET GUEST: 

• Travelers local & domestic (2021 stats show more domestic than international flights meaning more local travers, this evens out in 2022)

• Cruise travellers

• Families /groups

• Early Birds at the Airport

LOCATION CHALLENGES:

• Airport location 

FACEBOOK FOLLOWERS: 488

EMAIL LIST(30 mile radius): 107 emails

RECOMMENDED  APPROACH & BUDGET: 

1. Update WiFi data collection point to offer coupon on return trip/return to airport 

2. Digital billboards with current offers

3. Google Ads -

   • Keywords: Places to eat near me, Places to eat at Miami International Airport

   • Add Call tracking metrics to track phone calls from ads

PLACER. AI  NOTES: 

General Miami Airport (placer cannot pin the location itself due to how dense)

Visitor journey: 

Billboard placements based on traffic:  

• Car rental center Miami Airport

• Cruise Terminal E Port of Miami (offer cruise deals)

Trade area: 

Miami beach, Miami, Hialeah, North Miami beach

LANDMARKS:  Downtown Atlanta | Centennial Olympic Park

COMPETITORS: Glenn's Kitchen / Park Bar / Just Around the Corner / Ted's Montana Grill

NITCH: They have a plethora of margarita choices, moonshine beverages, and a long list of other fun drinks, live music, sports

GMB TOP SEARCH: Margaritaville Atlanta, Margaritaville, Margaritaville Atlanta Menu

TARGET GUEST: 

• Park goers

• Families /groups

• Wyndham guests (location is attached to Wyndham)

LOCATION CHALLENGES:

• TBD

FACEBOOK FOLLOWERS: 488

EMAIL LIST: 932

RECOMMENDED  APPROACH & BUDGET: 

1. Instagram Ads - ATL is an urban city

2. Digital billboards with current offers around centennial park - with specific trackable coupons

3. Google Ads -

   • Keywords: Places to eat near me, Places to eat at Centennial park

   • Add Call tracking metrics to track phone calls from ads

PLACER. AI  NOTES: 

General Miami Airport (placer cannot pin the location itself due to how dense)

Visitor journey: 

• Skyview Atlanta

• Mercedes Benz stadium

• Office workers in the area

• Hartsfield-Jackson Atlanta airport

Trade area: 

Forest park,  Atlanta surrounding property, Douglasville, Upper Marlboro,  Fairburn, Decatur, McDonough

Trade area by distance: Tourist location 30 - 250 miles

Daily visits

Peak day: Saturdays

LANDMARKS:  Central Pier Arcade / Sugar Factory Atlantic City / Ripley's Believe It or Not! / Resorts Casino Hotel

COMPETITORS: Steel Pier Crab House and Raw Bar / Hard Rock Cafe / Atlantic City Eatery / Atlantic City Bar & Grill

NITCH: Oceanfront /boardwalk front property -view of the ocean. 

TARGET GUEST: 

• Tourist

LOCATION CHALLENGES:

• Walking location

• Seasonal (does better in the summer months)

LOCATION HAPPENINGS

FACEBOOK FOLLOWERS: 43,882

EMAIL LIST: 893

1. Publications listings

2.  Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: Places to eat near me

   • Add Call tracking metrics to track phone calls from ads

PLACER. AI  NOTES: 

General Miami Airport (placer cannot pin the location itself due to how dense)

Visitor journey: 

• Hard Rock Hotel and Casino

• Home

• Showboat

• Rendezvous Tower

• Ocean  Resort Casino

Trade area: 

AC, Egg harbor township, Ventnor city, Pennsauken, Absecon, Pleasantville, Mays landing, Manchester township

Trade area by distance: Local up to 30-50 miles ; 100-250 miles

Daily visits

Peak day: Saturdays

Peak time : 7pm

LANDMARKS:  Branson Landing Shops & Boardwalk / Shipwrecked Treasure Museum / Arcade City Branson / Branson Scenic Railway / Branson Centennial Museum

COMPETITORS: Big Whiskey's American Restaurant & Bar Branson / Andy B's Tiki Bar / Guy Fieri's Branson Kitchen + Bar / Black Oak Grill / Farmhouse Restaurant

NITCH: Waterfront/fountain view with water & fire show each hour, indoor/outdoor seating, outdoor firepit/lounge area

GMB TOP SEARCH: Landshark bar and grill Branson, Landshark Branson, Landshark bar and grill

TARGET GUEST: 

• Tourists

• Families

• People shopping nearby 

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 2,787

EMAIL LIST: 210

RECOMMENDED  APPROACH & BUDGET: 

LANDMARKS:  Navy Pier / Centennial Wheel / Miller Lite Beer Garden Grove / Chicago Children's Museum / Polk Bros Park

COMPETITORS: Chef Art Smith’s Reunion / AD&B...America's Dog & Burger Navy Pier / Cite / Potbelly Sandwich Shop / Billy Goat Tavern (Navy Pier)

NITCH: On the navy pier, music outside, many tropical/frozen drink options, indoor/outdoor seating

GMB TOP SEARCHES: Margaritaville Chicago, Margaritaville, Margaritaville Navy Pier

TARGET GUEST: 

• Tourists 

• Families 

• Pier guests wanting frozen drinks or full meals 

• Pier guests not wanting to walk to the far end of the pier

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 22,275

EMAIL LIST: 4372

RECOMMENDED  APPROACH & BUDGET: 

LANDMARKS:  Inferno Flats / Music Box Supper Club / Greater Cleveland Aquarium / Jacobs Pavilion at Nautica / Cuyahoga River

COMPETITORS: Punch Bowl Social Cleveland / Beerhead Bar & Eatery / Lindey's Lake House Flats / Alley Cat Oyster Bar / Shooters On The Water

NITCH: Outdoor seating, nearby proximity to both a LandShark and 5 O' clock location, near the Riverwalk

TARGET GUEST: 

• Families, 

• large groups, 

• tourists, 

• people with brand familiarity, 

• those wanting a tropical atmosphere, 

• nearby apartment/condo residents

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 9,297

EMAIL LIST: 1431

RECOMMENDED  APPROACH & BUDGET: 

LANDMARKS:  Drive on Beach entrances / World's Most Famous Beach sign / Sun Splash Park / Dayonta Speedway / Veterans Museum and Education Center

COMPETITORS: Crabby's Oceanside / Spanky’s 33 Tavern / Oasis Tiki Bar & Grill / Beaches Daytona / Ocean Deck Restaurant & Beach Bar

NITCH: Beachside view/access, casual seating area to hang out after your meal, outdoor tiki bar

TARGET GUEST: 

• Tourists 

• families 

• nearby hotel occupants

• beachgoers 

• people familiar with the brand

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 7,080

EMAIL LIST: 939

RECOMMENDED  APPROACH & BUDGET: 

1. Google Ads -

   • Keywords: 

LANDMARKS:  HarborWalk Village / Destin Harbor Boardwalk / Destin History & Fishing Museum / SNORKLE beach / Olin Marler's Dolphin Cruises & Fishing Charters

COMPETITORS: Grande Vista Bar & Grill / Harry T's Lighthouse / East Pass Seafood & Oyster House / Brian's Boardwalk Grill / Emerald Grande

NITCH: People identify this restaurant with Jimmy Buffett which also gives off an island-inspired theme.

TARGET GUEST: 

• Tourists 

• families

• Older Demographics

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 32,193

EMAIL LIST: 952

RECOMMENDED  APPROACH & BUDGET: 

1. Google Ads -

   • Keywords: 

LANDMARKS:  Water and more water, Naval base, Key West Theater / Oldest House & Gardens Key West / Truman Little White House / The Hemingway Home and Museum / Key West Lighthouse

COMPETITORS: Sloppy Joes, Jack Flats / Mary Ellen's Bar & Restaurant / The Flaming Buoy Filet Co. / Thirsty Mermaid / Hard Rock Cafe

NITCH: Great drinks with souvenir cups, brand recognition, theme of restaurant matches area, live music some days

TARGET GUEST: 

• Cruise ship guests

• Tourists

• Gay population

• dedicated Parrotheads 

• older demographic 

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

• Meeting of the minds -nov

• Fantasy feast - Nov

• Powerboat racing- week

• Military events

FACEBOOK FOLLOWERS: 146,767

EMAIL LIST: 118

1. Google Ads -

   • Keywords: 

LANDMARKS:  Vegas Strip Flamingo

COMPETITORS: 

NITCH: 

TARGET GUEST: 

• Tourist

LOCATION CHALLENGES:

LOCATION HAPPENINGS

Meeting of the minds - Nov

Fantasy fest - Nov

Powerboat racing

FACEBOOK FOLLOWERS:

EMAIL LIST

1. Publications listings

2.  Connected TV taxi cabs/ubers

3. Digital billboards with current offers & call tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: Places to eat near me, Places to eat at Miami International Airport

   • Add Call tracking metrics to track phone calls from ads

LANDMARKS:  Mall of America Shops / Rock Of Ages Blacklight Minigolf / Nickelodeon Universe / Crayola Experience Mall of America / Great Wolf Lodge Water Park | Minnesota 

COMPETITORS: Rainforest Cafe / FireLake Grill House & Cocktail Bar / Cowboy Jack's / Hazelwood Food and Drink / Bubba Gump Shrimp Co.

NITCH: Location inside the well-known mall, 5-o-clock bar within restaurant, complete "getaway" feeling from the outer mall

TARGET GUEST: 

• Tourists 

• families 

• shoppers 

• those wanting brand recognition 

• those wanting tropical drinks

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 2,285

EMAIL LIST: 1101

RECOMMENDED  APPROACH & BUDGET: 

1. Google Ads -

   • Keywords: 

LANDMARKS:  Port of Miami / FPL Solar Amphitheater at Bayfront Park / Miamarina At Bayside / Bayside Marketplace / Dino Safari Miami: A Walk-Thru Adventure / Skyviews Miami Observation Wheel

COMPETITORS: Hard Rock Cafe / Brew-ville Bar & Taste / Marina's Bar & Grill / Joia Beach / Crazy About You.

NITCH: Great views both indoor/outdoor next to the water, relaxing environment great for travelers, great customer service

TARGET GUEST: 

• People waiting for/returning from flights/boats 

• Tourists 

• 21+ crowd 

• Those familiar with the brand

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 400

EMAIL LIST:

RECOMMENDED  APPROACH & BUDGET: 

1. Google Ads -

   • Keywords: 

LANDMARKS: Port of Miami / FPL Solar Amphitheater at Bayfront Park / Miamarina At Bayside / Bayside Marketplace / Dino Safari Miami: A Walk-Thru Adventure / Skyviews Miami Observation Wheel

COMPETITORS: Brawry Seafood / Sugar Factory - Bayside Marketplace / Verde / The Deck at Island Gardens / Biscayne Tavern

GMB TOP SEARCHES: Margaritaville Miami, Margaritaville, Margaritaville Bayside

NITCH: 

• Indoor & outdoor seating and bar 

• lots of tv's

• overwhelming reviews of positive staff

TARGET GUEST: 

• Tourists 

• People boarding/deboarding boats at the port & marina 

• Families at children's landmarks nearby 

• People in the mall

LOCATION CHALLENGES:

FACEBOOK FOLLOWERS: 176

EMAIL LIST: 453

RECOMMENDED  APPROACH & BUDGET: 

1. Google Ads -

   • Keywords: 

OTHER LOCATION NOTES: 

Page translation was added to the website since the property is in a Spanish market. Usage was minimal.

LANDMARKS:  Ripley's Aquarium of Myrtle Beach / Broadway at the Beach / Le Grand Cirque / Pro Football Hall of Fame Myrtle Beach / The Pavillion Park/Myrtle Beach Skywheel

COMPETITORS: The Hangout / Joe's Crab Shack / Good Time Charley's / The Grumpy Monk Broadway / Roosters Restaurant & Bar

GMB TOP SEARCHES: Margaritaville Myrtle Beach, Margaritaville, Margaritaville Myrtle Beach Menu

NITCH: 

• Fun/kid-friendly environment 

• Stilt walker/balloon artist

• Outdoor seating options with a view of the water

TARGET GUEST: 

• Families with kids (reviews mention great kid-friendly menu) 

• Tourists 

• Beachgoers

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 77,955

EMAIL LIST: 1958

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  The Funplex Myrtle Beach / Myrtle Beach Pier / Free Fall Thrill Park / Ripley's Believe it or Not / Myrtle Beach Boardwalk and Promenade

COMPETITORS: Hurricanes Daiquiri bar & grill / RipTydz Oceanfront Grille & Rooftop Bar / Ocean Front Bar & Grill / Moe Moon's / Beach House Bar & Grill

GMB TOP SEARCHES: Landshark Bar and Grill Myrtle Beach, Landshark Bar and Grill, Landshark Myrtle Beach

NITCH: 

• Brand recognition 

• Easy-going atmosphere

• Beach views 

• Outdoor seating/yard games

TARGET GUEST: 

• Tourists 

• 21+ crowd 

• Beachgoers 

• Families

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 23,979

EMAIL LIST

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Broadway Nashville / Ryman Auditorium / Bridgestone Arena / Johnny Cash Museum / Country Music Hall of Fame

COMPETITORS: Jason Aldene's | Lucky Bastard Saloon / Ole Red / Tequila Cowboy / The Stillery / Rippy's Honky Tonk

GMB TOP SEARCHES: Margaritaville Nashville, Margaritaville Restaurant Nashville, Margaritaville

NITCH: 

• Live music, 

• Highway Happy Hour show on Fridays, 

• Allows people under 21 where others in the area do not

TARGET GUEST: 

• Tourists

• Older generations 

• Families

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 63,358

EMAIL LIST: 1839

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

PLACER NUGGETS: 

LANDMARKS:  Lewis Pond / LuLu's Beach Arcade / T.I.G.E.R.S. Preservation Station / Southern Palms Memorial Gardens / Alligator Adventure

COMPETITORS: Bully's Pub & Grill / Blueberry's Grill / LuLu's North Myrtle Beach / River City Cafe / Joe's Bar & Grill

NITCH: 

• Indoor & Outdoor seating 

• Lakefront view 

• Yard games 

• Firepit

TARGET GUEST: 

• Tourists 

• Families with kids 

• People looking to hang out for more than just a meal

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 1,305

EMAIL LIST

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Pier Park / Swampy Jack's Wongo Adventure / Gulf World Marine Park / Panama City Beach & Pier / Aaron Bessant Park

COMPETITORS: Sharky's Beachfront / Runaway Island / Barefoot Hide A Way Grill / Diego's Burrito Factory & Margarita Bar / Shuckums Oyster Pub & Seafood Grill

NITCH: 

• Beautiful ocean-side view 

• Brand recognition 

• Blender to-go cups (lots of reviews about these!)

TARGET GUEST: 

• Tourists

• Families 

• Older generations

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 78,031

EMAIL LIST: 759

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Shops at Rivercenter / San Antonio Riverwalk / La Villita Historic Village / San Antonio Fire Museum / Henry B. González Convention Center

COMPETITORS: Bubba Gump Shrimp Co. / The Republic of Texas Restaurant / Yard House / Dick's Last Resort - San Antonio / Fogo de Chão Brazilian Steakhouse

GMB TOP SEARCHES: Margaritaville Pigeon Forge, Margaritaville Restaurant Pigeon Forge, Margaritaville Pigeon Forge Menu

NITCH: 

• Location in mall

• Proximity to hotels/tourist attractions 

• Outdoor seating options

• Live music

TARGET GUEST: 

• Tourists 

• Shoppers wanting a full meal 

• Families 

• People staying at surrounding hotels (5)

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 10,029

EMAIL LIST: 901

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Shops at Rivercenter / San Antonio Riverwalk / La Villita Historic Village / San Antonio Fire Museum / Henry B. González Convention Center

COMPETITORS: Bubba Gump Shrimp Co. / The Republic of Texas Restaurant / Yard House / Dick's Last Resort - San Antonio / Fogo de Chão Brazilian Steakhouse

GMB TOP SEARCHES: Margaritaville San Antonio, Margaritaville, Margaritaville San Antonio Menu

NITCH: 

• Location in mall

• Proximity to hotels/tourist attractions 

• Outdoor seating options

• Live music

TARGET GUEST: 

• Tourists 

• Shoppers wanting a full meal 

• Families 

• People staying at surrounding hotels (5)

LOCATION CHALLENGES:

• They are too close together

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 10,029

EMAIL LIST: 446

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

OTHER LOCATION NOTES: 

Page translation was added to the website since the property is in a Spanish market. Usage was minimal.

LANDMARKS:  Shops at Rivercenter / San Antonio Riverwalk / La Villita Historic Village / San Antonio Fire Museum / Henry B. González Convention Center

COMPETITORS: Crockett Tavern / Moses Roses / Yard House / Rainforest Cafe / The County Line

NITCH: 

• Location in mall 

• Proximity to hotels/tourist attractions 

• More casual bar atmosphere

TARGET GUEST: 

• Tourists 

• shoppers looking for a quicker but full meal, 

• 21+ groups, 

• people staying at surrounding hotels (5)

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 847

EMAIL LIST

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Destiny USA / Murphy's Island / NFT Bank Stadium / Beef Jerky Experience Syracuse / Museum of Intrigue

COMPETITORS: Salt City Eatery / Neighborhood Chef / 110 Grill / SMW Seafood / World of Beer

GMB TOP SEARCHES: Margaritaville Syracuse, Margaritaville, Margaritaville Destiny USA

NITCH: 

• Inside a shopping center

• Tropical vibe 

• Proximity to stadium & lakefront 

TARGET GUEST: 

• Shoppers who frequent Destiny USA Mall 

• Tourists 

• Families 

• Syracuse METS fans

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 6,111

EMAIL LIST: 1373

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Times Square / Madame Tussauds New York / Bryant Park / Broadway / Times Square Arts Center

COMPETITORS: Castell Rooftop Lounge / St. Cloud Rooftop Bar / The Skylark / Elsie Rooftop / Magic Hour Rooftop Bar & Lounge

GMB TOP SEARCHES: 5 o'clock Somewhere Bar, 5 o'clock Somewhere Bar - Times Square, 5 o clock Somewhere Bar

NITCH: 

• Scenic views 

• Convenience to food downstairs 

• Outdoor/rooftop bar

TARGET GUEST: 

• Tourists 

• 21+ demographic 

• Locals who enjoy consistency 

• People wanting a bar but not a lounge

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 14,098

EMAIL LIST

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Times Square / Madame Tussauds New York / Bryant Park / Broadway / Times Square Arts Center

COMPETITORS: Yard House / Mr. Broadway / Hard Rock Cafe / District Tap House / St. Cloud Rooftop Bar

NITCH: 

• Tropical drinks 

• familiarity 

• poolside view 

• relaxing environment for NYC

TARGET GUEST: 

• Tourists 

• 21+ crowd for the bar 

• People wanting a lighter/more casual experience than at the restaurant

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 14,098

EMAIL LIST

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: 

LANDMARKS:  Times Square / Madame Tussauds New York / Bryant Park / Broadway / Times Square Arts Center

COMPETITORS: Schnipper's / L’Adresse American Bistro / Hard Rock Cafe / District Tap House / The Counter

GMB TOP SEARCHES: Margaritaville, Margaritaville NYC, Margaritaville Restaurant

NITCH: 

• It is a familiar brand/restaurant in the center of a not-so-tropical setting

TARGET GUEST: 

• Tourists 

• Families 

• Specifically, those staying at the property due to the craziness of time square

LOCATION CHALLENGES:

LOCATION HAPPENINGS:

FACEBOOK FOLLOWERS: 14,098

EMAIL LIST: 1747

1. Publications listings

2. Connected TV taxi cabs/Ubers

3. Digital billboards with current offers & call-tracking metrics

4. Yelp ads

5. Google Ads -

   • Keywords: