The Situation: Steve Fox, local mini-golf enthusiast and retired PC World editor, always dreamed of opening a local spot where friends and neighbors could enjoy a rousing game of mini golf, along with top-notch food and drinks. As he had no experience in the restaurant industry, Fox needed a lot of help organizing every aspect of the launch of his dream – Urban Putt – from planning the opening party and managing social media, to hosting hard hat tours and media visits. Urban Putt also had zero advertising budget, so was entirely reliant on PR for getting the word out.

The Solution: Working with Fox and the Urban Putt opening team, Ellipses began by creating a tactical PR plan and timeline that not only focused on public relations, but also social media, photography, the opening party and general project management. Through utilizing deep social, professional and industry relationships, Ellipses succeeded in leading three hard hat media tours prior to opening to create long-lead buzz, and also implemented a wildly successful, much talked-about opening party. This was followed by numerous media visits, which cemented Urban Putt’s position as a new top venue for parties and events in San Francisco, as well as a very desirable location to dine and enjoy cocktails over a game of mini golf.

The Results: Ellipses secured national visibility for Urban Putt through a variety of strategic media angles, and it received more than 80 regional and national placements in six months, including NBC Los Angeles’ “Worth the Drive,” Dallas Morning News, SF Weekly, Where Magazine, Condé Nast Traveler, Make Magazine, Mashable, California Meetings + Events, Scanorama (Scandinavian Airlines’ in-flight magazine), 7×7, San Francisco Chronicle and Tasting Table National. Urban Putt is more popular than ever, and is exceeding all investors’ expectations. It’s become one of the go-to corporate event venues in San Francisco as well as a Mission district destination for a great night out with friends and family.

Photo Credit: Cesar Rubio