A strong press release strategy separates rooftop bars that fill weekend slots from those that keep tables empty. Local media, bloggers, and event planners actively seek fresh angles about outdoor venues—especially ones with seasonal openings, renovations, or unique programming. Getting the story right means more than sending an email blast: it's about timing releases, targeting the right outlets, and giving reporters a reason to show up.
Why Press Releases Matter for Rooftop Bars
Rooftop venues operate on buzz. A feature in a local lifestyle magazine or a mention in a food blogger's roundup can drive 50–150 visits in a single weekend during peak season. Press coverage also builds credibility that paid ads can't match—potential customers trust a third-party endorsement more than a promotional post. For rooftop bars specifically, the seasonal nature of outdoor seating makes press cycles urgent: summer's short, spring openings are competitive, and fall repositioning requires early outreach.
Timing Your Press Release Calendar
Target release windows that align with real business milestones and seasonal demand:
- Spring openings or reopenings (March–April): Announce new decor, expanded seating, or updated menus 2–3 weeks before launch. Media lead times for lifestyle sections are 4–6 weeks, so start pitching by late February.
- Summer event series (May–June): Release details about recurring Thursday wine tastings, weekend DJ lineups, or private event packages 3–4 weeks ahead.
- Fall happy hour repositioning (August–September): Announce extended hours, heated patios, or new cocktails targeting the after-work crowd.
- Holiday programming (September–October): Winter rooftop setups, seasonal menus, and outdoor heaters are newsworthy angles. Release by mid-August for holiday guides.
Don't release weekly. One well-timed, focused release beats five generic announcements. Spread major announcements 6–8 weeks apart.
Writing a Press Release That Gets Picked Up
Structure matters. Use this framework:
Headline: Lead with the specific draw, not generic language. Bad: "Local Rooftop Bar Announces New Season" Good: "Skyline Rooftop Opens 3,000-Sq-Ft Heated Patio with 50-Person Capacity This October"
Opening paragraph: Answer what, where, when, and why in 2–3 sentences. Reporters scan the first 50 words.
Body: Include concrete details—renovation costs ($50K–$200K for a patio expansion), new vendor partnerships, capacity changes, or event schedules. Avoid vague claims like "best views in the city."
Quote: Include a quote from the owner or GM that explains the business reasoning, not cheerleading. "We added 40 seats and heating to extend our season from 6 months to 10. Summer crowds are predictable—fall weekends are where we grow."
Closing: Finish with hours, website, how to make reservations, and one contact number.
Keep it to one page (250–350 words). Longer releases get deleted.
Where to Send Press Releases
Build a targeted list. Don't blast 200 addresses:
- Local lifestyle journalists (30 Sec, Urban Magazine, city-specific food blogs): 5–8 people in your metro
- Event and entertainment reporters at major regional outlets: 2–3
- Freelance writers who cover hospitality, food, or nightlife in your area: 5–7
- Event planning and wedding publications online: 2–3
- Hyperlocal blogs (neighborhood-specific outlets): 1–2
Research editors by name, read their recent bylines, and customize your pitch. A 50-word email mentioning why this journalist covers your story beats a mass copy-paste. Expect a 10–15% response rate from quality lists.
Listing Your Venue and Tracking Results
Get found where customers search: listing your rooftop bar on platforms like Mercoly lets you showcase seasonal menus, event calendars, private packages, and merchandise directly to people looking for outdoor venues. A complete listing also drives leads and makes it easier to sell add-on services like bottle service or catering.
Track results. Note which press releases led to reservation calls, Instagram mentions, or walk-in traffic. Ask new customers: "How did you hear about us?" After 3–4 releases, you'll see patterns in what works locally.
Frequently Asked Questions
Q: How much does it cost to send a press release? DIY distribution through your email list is free; services like eReleasesonline or PRWeb charge $150–$400 per release but add credibility and broader reach.
Q: Should I do a press release for a one-time event like a private party? Not unless it's high-profile (celebrity appearance, charity fundraiser) or part of a recurring series. Use social media and direct outreach for single events; save releases for venue-level announcements.
Q: What's the best day to send a press release? Tuesday through Thursday mornings reach editors before weekend deadlines. Avoid Mondays (email overload) and Fridays (low attention).
Start with one strong release next season and refine your approach based on what resonates locally.