SITUATION
The Sheraton Grand Sacramento, a member of the Starwood Hotels & Resorts Worldwide, Inc. family of hotels, was set to open in downtown Sacramento, California. It hired Barcellona to handle all pre-event public relations. The hotel’s main distinction is its Public Market Building adjacent to its 26-story hotel tower. Artfully restored by the Sheraton to its former beaux-arts splendor, the Public Market Building was originally built in 1923 to the design and specifications of renowned architect Julia Morgan, who also designed Hearst Castle in California.

SOLUTION
An extensive dissemination list was developed targeting all appropriate media sources on local, state and national levels to match the hotel’s distinct amenities. All information gathered was applied to the creation of a comprehensive public relations critical path, identifying weekly goals in radio, television and print, and culminating with the hotel’s grand opening. Next, strong media relations were actively cultivated, paving the way for radio promotions, television interviews and a variety of print coverage. Timely implementation of media opportunities followed with the dissemination of media alerts, press releases and the Sheraton press kit on local, state and national levels.

The Sheraton Grand Sacramento opened for guests with a “First Guest” radio promotion/contest followed by a wildly successful breakfast affair starring top-rated radio celebrities. Days later, the proverbial red carpet was rolled out for Sacramento dignitaries with an invitation-only unveiling ceremony presided by special guest Sacramento Mayor Heather Fargo. Over 300 downtown business people attended the event. The Sheraton Grand party continued when the public was warmly welcomed to a “Roarin’ Grand Time” celebration. Recreating the era of days gone by, the 1920s style event was reminiscent of the original Public Market opening of 1923. Over 1,500 people turned out for a day of old-fashioned entertainment. The grand opening gala, christened “Building A Mystery” was the grand finale, a coup de theatre. Created with an aura of mystique and intrigue, the black tie benefit for the Sacramento Ballet featured TrapezeWorld, a Cirque du Soleil-esque company that choreographed within the atrium of the three-story Public Market Building an extraordinary aerial and acrobatic performance designed specifically for the evening event.

RESULTS
The results are measurable and impressive. Starwood Hotels & Resorts Worldwide, Inc. gave the Sheraton a benchmark of 75 media points to be obtained over the entire year. A media point was given for each headline, story placement, photo or mention of the corporate message in print, radio or television. By May of the launch year, Barcellona had secured well over 300 media points for the Sheraton Grand Sacramento and by October, over 500 points were obtained; exceeding the year’s target goal by over 500 percent. Barcellona won seven industry awards for its grand opening efforts on the Sheraton’s behalf. Because the grand opening activities were so successful, the Sheraton Grand Sacramento retained Barcellona as its agency of record on a continual basis.