We knew that a basic new opening press release would end up at best buried. We dug deep to find out what made Whole Foods’ opening different. We learned the media was interested in a trend that shopping local was moving beyond farmers markets to local supermarkets. Whole Foods, was upping the ante, selling a wide variety of items from 43 local providers. We also knew that Tucsonans love to party, especially if it’s an invitation-only event.
The lead front-page story in the Arizona Daily Star headlined “Whole Foods emerges as leader in shop-local, eat-local trend” with a large photo of the front of the new store and a caption inviting everyone to the public grand opening. Prior to the public opening, NüPOINT developed, managed and produced several pre-opening events to give the local “who’s who” private high-end tastings of what was in store. They came. And they said, “Wow, I was so glad to get on your list for this event, I’m so glad I know you!” Whole Foods said it was one of the best grand openings in its history. And we did it again when they opened a third location a few months later.