The situation: A local institution for more than 80 years, Nick’s Cove Restaurant, Oyster Bar & Cottages was renovated by Bay Area restaurateur Pat Kuleto in 2007. Prior to being sold to a private investor in August 2011, the restaurant had been receiving disappointing reviews and some negative local press.

The solution: Nick’s Cove hired Ellipses to promote a new direction, focusing on the restaurant’s newly promoted executive chef, new food, cocktail and wine menus, and renovated interior design. We were also tasked with helping to improve relations with the local West Marin community.

Together with the Nick’s Cove executive team, we crafted new
messaging and implemented a 12-month strategic PR plan to rebrand the destination, make a name for the chef and attract new business, particularly in the off season. Tactics included: hosting a series of group media dinners; promoting special community events; ensuring the chef is involved with local charity fundraisers and culinary events; consistent outreach to national media about Nick’s Cove’s cuisine and property; hiring renowned photographers to capture gorgeous images; helping re-envision the website; and consulting on social media.

The results: Nick’s Cove received more than 95 hits and broadcast interviews in the first 10 months, including nationally in Martha Stewart Living, Details, Men’s Journal, AFAR and Ocean Home and locally in Marin Independent Journal, Santa Rosa Press Democrat, San Francisco Magazine, 7×7 and CBS 5. The property has regained its status as a beloved destination that is an award-winning point of pride for locals on Tomales Bay.

Photo Credit: Frankie Frankeny