When people think about hospitality PR, they often think about grand openings.
The ribbon cutting. The influencer previews. The first wave of media coverage. The excitement that comes with introducing something new to the market.
While those moments matter, they’re only the beginning.
One of the biggest misconceptions I encounter in hospitality communications is the idea that success depends on opening-day attention. In reality, the brands that achieve lasting visibility are the ones that continue telling their story long after the initial buzz fades.
At VVK PR + Creative, that’s how we approach hospitality storytelling. Public relations isn’t just about generating awareness – it’s about building a narrative that stays relevant, creates connection and keeps a brand top of mind over time.
Legacy Tells Your Story
Detroit is a city built on legacy. From multigenerational restaurants to neighborhood institutions that have served communities for decades, hospitality brands here are deeply connected to memory and identity.
People don’t just want to know what a business offers. They want to understand how it fits into their community and why it belongs to their city. That sense of connection changes how media and storytelling work in Detroit compared to larger cities where hospitality is often driven by tourism or transient populations.
For businesses looking to modernize their image, that doesn’t mean abandoning the past. The strongest legacy brands understand the value of their history. Our role is to help identify what made a brand meaningful in the first place and find new ways to tell that story.
Sometimes that means highlighting the history of a space — like a 100-year-old theater revitalized through renovation and the addition of a modern hotel and restaurant. Other times, it means elevating the people behind the brand — a first-generation entrepreneur introducing the flavors and culture of her home country to Detroit and earning James Beard recognition along the way. Some of the most compelling media opportunities come from chefs, founders, bar managers and other team members whose stories resonate with audiences on a personal level.
Visibility Is More Than a Launch
Today’s hospitality market is crowded, and a great concept alone isn’t enough to guarantee attention.
The brands that stand out understand that visibility is an ongoing effort. Creating sustained opportunities for storytelling rather than treating PR as a one-time launch tactic will ensure your business remains part of the community conversation long after the doors open.
Whether it’s a seasonal menu rollout, a chef profile, a community partnership or a milestone event, identify those moments that keep people excited to come back throughout the year. By consistently uncovering fresh narratives, momentum builds through sustained opportunities for ongoing media coverage and stronger audience connections.
The Power of Emotion
In my experience, the stories that resonate most are the ones that create an emotional connection. (Read more about how VVK approaches this here.)
People respond to stories about people, community and shared experiences. Those are the narratives that move audiences from awareness to action because they help customers see themselves in a brand’s story.
For hospitality brands, there’s an important lesson here: the stories with the greatest impact are often the ones rooted in local pride, meaningful experiences and a genuine connection to the community.
Building Brands That Last
One of the most rewarding aspects of my work is helping hospitality brands become part of the larger story of Detroit.
For hospitality brands looking to grow, the takeaway is simple: opening day creates awareness, but storytelling creates longevity.
Lauren has nearly a decade of experience in strategic communications, specializing in public relations, media relations, social media, and thought leadership. She has worked with clients across hospitality, healthcare, automotive, and technology, helping brands tell compelling stories and build meaningful connections with their audiences. Before joining VVK PR + Creative, Lauren supported communications and marketing efforts for local restaurants and consumer businesses, bringing a firsthand understanding of the industry.
Lauren holds a master’s degree in public policy and public administration from Northwestern University and is a published writer whose work has appeared in the Chicago Tribune and the LA Times.