START THE CONVERSATION! SCHEDULE A CONSULTATION!

Building Year-Round Rooftop Activations to Drive Traffic & Beverage Sales

How DCG helped Reverb by Hard Rock transform its rooftop bar into a destination through strategic programming, supplier activations, and experience-driven events.
Schedule a Consultation Start the Discussion
WHERE WE STARTED

The Challenge

Reverb by Hard Rock’s rooftop venue, RT60, had strong potential but lacked a consistent activation strategy to fully capitalize on its unique downtown Atlanta location and music-driven brand identity. While certain events performed well, the venue was not leveraging supplier partnerships, recurring programming, or promotional strategy to drive sustained traffic, engagement, and beverage sales throughout the year.
Limited recurring programming to drive consistent rooftop traffic
Need for a stronger identity and activation strategy for RT60
Untapped opportunity for supplier-supported beverage activations
THE STRATEGY

The Approach

DCG developed a strategic rooftop activation program designed to align with the Reverb brand, engage both hotel guests and local audiences, and create stronger supplier-supported beverage experiences year-round.
Venue & Performance Evaluation

DCG worked closely with Reverb leadership to evaluate existing programming, guest behavior, beverage performance, and historical marketing efforts. This helped identify opportunities to better position RT60 as a destination rooftop experience in the Atlanta market.

Activation Strategy & Supplier Partnerships

We identified key beverage partners and collaborated on activation concepts that aligned with Reverb’s music-driven identity and guest demographics. Concepts were designed to create memorable guest experiences while also driving beverage engagement and supplier participation.

Quarterly Programming & Event Execution

DCG developed a rolling quarterly activation calendar featuring themed events, branded experiences, and holiday programming. We also provided operational playbooks and coordination support to ensure successful execution between the Reverb team and supplier partners.

DCG Marketing's ability to develop a strategy to activate our rooftop bar allowed us to maximize our guest experience & revenue potential. Their market analysis and vendor relationships were key to the success of our programming.
Marcus Marshall
Vice President Restaurants and Bars, HVMG
MEASURABLE IMPACT

The Results

By aligning strategic programming, supplier partnerships, and activation planning, Reverb by Hard Rock successfully transformed RT60 into a more engaging, revenue-driving rooftop destination.

6+

New Activations & Holiday Events Created

+50%

Attendance Increase at “Feel Good Friday” Launch Event

100%

Activations Generated Incremental Beverage Sales
TALK TO US

Ready to elevate your beverage program?

Contact us to explore how DCG can help optimize your program’s profitability and guest experience.

Schedule a Consultation Start the Conversation