Hannah Hopkins
Challenge
Hannah Hopkins’ restaurants – Mambo’s Italiano, Bésame and Yampa Valley Kitchen – have been beloved by tourists and locals in Steamboat Springs for decades. However, with new restaurants opening regularly in the Yampa Valley and tourism slowing between seasons, she wanted to grow their relevancy and increase butts in seats year-round.
Results
In 15 months’ time, ROOT secured 71 pieces of coverage in 60+ different publications, resulting in a potential readership of 227 million with an average domain authority of 64. By the end of the project, ROOT achieved an estimated 575,000 impressions across international, national and regional publications.
ROOT secured six local Colorado TV segments such as Tapas Day and Brunch Day, “Women Leading the Front Range Dining Scene,” and “Best Restaurants in Steamboat” features in 5280, print features in Steamboat Magazine highlighting their iconic ceviche and Thanksgiving cocktails, kid-friendly recipes in Colorado Parent print, best patios in 303 Magazine, best aprés in Westword, all three concepts – with no other restaurants featured – in Colorado Expression, and much more.
On a national scale, ROOT secured 25 national media placements in Condé Nast Traveler, Food & Wine IG, U.S. News & World Report, multiple Forbes pieces, VinePair, national Thrillist, Outside, etc. ROOT also secured features in Steamboat’s major “feeder cities,” including Cosmopolitan México, Southwest-focused Cowboys & Indians, D/Dallas Magazine, and The Houstonian.
Solution
ROOT surveyed local and regional editors and found a consistent gap: they hadn’t heard what was new with the restaurants in years, and the concepts were nowhere on national editors’ radars. ROOT re-engaged local media by bringing them in, developed timely story angles, and helped the restaurants define their differentiators — leaning into Hannah’s Top Chef story and positioning all three as year-round destinations, not just ski-season stops.
ROOT developed a media relations-driven PR plan focused on the food and beverage programs, leadership, and a clear superlative: these are the best restaurants in Steamboat. The strategy had to work on two levels — national and international media to reach the tourists, and local media to retain the regulars who make or break a restaurant.
ROOT invited 200+ national travel editors to visit, and partnered with the Steamboat Chamber and Steamboat Resort to facilitate in-person visits. Pitching leaned heavily into the restaurants’ cutting-edge cocktail programs — cachaça, non-traditional sangria, advanced mocktails — and for editors who couldn’t make the trip, ROOT offered DIY at-home recipes, from ceviche to eggnog to the best-selling carrot cocktail.
“Right from the start of our collaboration, ROOT took the time to gain an understanding of the individual identities and marketing needs of our three restaurants, which resulted in numerous instances of secured coverage both regionally and nationally. They have been very flexible with our needs, have seamlessly pulled off pivots to our initial marketing plans and have been an absolute pleasure to work with.”
Challenge
Hannah Hopkins’ restaurants – Mambo’s Italiano, Bésame and Yampa Valley Kitchen – have been beloved by tourists and locals in Steamboat Springs for decades. However, with new restaurants opening regularly in the Yampa Valley and tourism slowing between seasons, she wanted to grow their relevancy and increase butts in seats year-round.
Solution
ROOT surveyed local and regional editors and found a consistent gap: they hadn’t heard what was new with the restaurants in years, and the concepts were nowhere on national editors’ radars. ROOT re-engaged local media by bringing them in, developed timely story angles, and helped the restaurants define their differentiators — leaning into Hannah’s Top Chef story and positioning all three as year-round destinations, not just ski-season stops.
ROOT developed a media relations-driven PR plan focused on the food and beverage programs, leadership, and a clear superlative: these are the best restaurants in Steamboat. The strategy had to work on two levels — national and international media to reach the tourists, and local media to retain the regulars who make or break a restaurant.
ROOT invited 200+ national travel editors to visit, and partnered with the Steamboat Chamber and Steamboat Resort to facilitate in-person visits. Pitching leaned heavily into the restaurants’ cutting-edge cocktail programs — cachaça, non-traditional sangria, advanced mocktails — and for editors who couldn’t make the trip, ROOT offered DIY at-home recipes, from ceviche to eggnog to the best-selling carrot cocktail.
Results
In 15 months’ time, ROOT secured 71 pieces of coverage in 60+ different publications, resulting in a potential readership of 227 million with an average domain authority of 64. By the end of the project, ROOT achieved an estimated 575,000 impressions across international, national and regional publications.
ROOT secured six local Colorado TV segments such as Tapas Day and Brunch Day, “Women Leading the Front Range Dining Scene,” and “Best Restaurants in Steamboat” features in 5280, print features in Steamboat Magazine highlighting their iconic ceviche and Thanksgiving cocktails, kid-friendly recipes in Colorado Parent print, best patios in 303 Magazine, best aprés in Westword, all three concepts – with no other restaurants featured – in Colorado Expression, and much more.
On a national scale, ROOT secured 25 national media placements in Condé Nast Traveler, Food & Wine IG, U.S. News & World Report, multiple Forbes pieces, VinePair, national Thrillist, Outside, etc. ROOT also secured features in Steamboat’s major “feeder cities,” including Cosmopolitan México, Southwest-focused Cowboys & Indians, D/Dallas Magazine, and The Houstonian.
In Their Own Words:
“Right from the start of our collaboration, ROOT took the time to gain an understanding of the individual identities and marketing needs of our three restaurants, which resulted in numerous instances of secured coverage both regionally and nationally. They have been very flexible with our needs, have seamlessly pulled off pivots to our initial marketing plans and have been an absolute pleasure to work with.”
a few media hits
