After taking over of high performance music venue of Burlington, Vermont by Alan Newman, the owner of Magic Hats Brewing and Seventh Generation. He reached out to Solidarity for a strategic and brand revamp of the venue.
The strategic intent was to define the strategic messaging & lifestyle of the future ArtsRiot “neighborhood” gathering space and how that is translated into a canned cocktail brand both verbally and visually–using Pine St as the home of this authentic brand.
What is working:
Reputation - ArtsRiot has a strong following – but it is for the past activities, the bands, the food, the truck stop.
Location is a plus as it is at the center of the South End Arts District
There has been much confusion about what AR is – is it a restaurant, a music venue, a rental space – it has tried to be all of the above and: (a) this has confused and turned off many; (b) neither a small restaurant nor a small cap music venue can provide the platform necessary for either a canned cocktail brand”.
The opportunity is COVID-19
The opportunity to change
The opportunity to re-present ourselves in a new look and a model of what experience we will provide
The opportunity to introduce the distillery and a line of interesting and distinctive cocktails – some low ABV, with ingredients not normally found in cocktails
The opportunity to re-create the brand with greater clarity on a the modern lifestyle of the curious. The opportunity to add a line of canned cocktails – using our customer base for new product development, and, if successful, will provide additional marketing money to the promotional activities AT ArtsRiot
Apathy is a lack of concern, feeling and care; it’s the poison that erodes our hope, and it’s the hope that incites change. It’s high time someone killed apathy, and that’s what we aim to do; to destroy it so that hope might spring. The local bar, the watering hole, it can be more, it oughta be more, and we’re gonna make it more, this is how.
Humans love to explore; our curiosity is bone deep. It’s what makes us happy. ArtsRiot is a place for everyone to come find joy and feed the curiosity
that makes us human.
Thinking of our community as a sculpture in progress makes everything more dynamic, it makes a place inspiring and brings people together to help shape a culture. By shifting our perspective from subject to sculptor, shit happens.
PRACTICE THE JOY OF INVENTIVE NEXTNESS.
ArtsRiot cultivates creative curiosity with consistent, surprising experiences; you never know what you’ll get and that’s half the fun. We’re not reinventing the wheel, but rather embracing and amplifying the beautiful collision of everything we’re already doing so well. The cocktails we make, the entertainment we provide, the food we serve, all come together to make a new, beautiful thing that’s more than the sum of its parts.