The Capital Grille is a chain of 44 fine dining restaurants, known for its dry-aged steaks, award-winning wine list and professional service in an ambiance of relaxed elegance. As AOR for the company, one of JGA's challenges is to make each new restaurant opening an exciting and newsworthy event for affluent local diners.

Challenge

• Generate high-impact publicity for the debut of The Capital Grille's new Wall Street location, its third fine dining restaurant in Manhattan

Strategy

• Create a newsworthy event at the new restaurant that would attract Wall Street's many serious art collectors and architecture enthusiasts

Execution

• Formed a strategic alliance with the Guggenheim Museum via its newly appointed Executive Director, Richard Armstrong
• Asked The Capital Grille to underwrite the cost of a private luncheon fundraiser for 200 select individuals at the Wall Street restaurant, one week before that location opened to the general public
• Enabled the Guggenheim to sell tickets to the luncheon, at $150 per ticket
• Persuaded Executive Director Armstrong to invite architect Frank Gehry to join Armstrong in a dialogue (over dessert and coffee) about "The Marriage of Art & Commerce"

Results

• Guggenheim Museum promoted the event to its Board, major donors, patrons and gallerists via the Museum's website and two e-mail blasts, selling out the luncheon
• More than $30,000 was raised for the Guggenheim
• The fundraiser served as a vehicle to secure pre-event calendar listings as well as press coverage of the Gehry-Armstrong conversation by local newspapers, television, citybooks, art and architecture publications
• The luncheon opened the door for additional (paid Guggenheim) events at Capital Grille restaurants across the country