Opium Group Case Study

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The Opium Group is one of the country\’s most successful hospitality conglomerates, operating the Miami area\’s top nightclubs; Mansion, SET, Louis Bar-Lounge at Gansevoort South Hotel, Opium at The Seminole Hard Rock Hotel & Casino, Cameo Theatre and Mokai. Justin Levine is Partner in The Opium Group and is a partner in Space Nightclub, one of the most iconic dance music venues in the world. The Opium Group and Justin Levine, mobileStorm clients since 2006, have leveraged mobileStorm\’s email and SMS technology to its fullest capabilities.


The Opium Group wanted to stand out from the rest of the nightlife venues in Miami by getting to guests and locals through their most personal device, their cell phone. New promotional weeknights at Opium Group venues needed more ladies and early arrivers. An open bar strategy would drive Miami locals to come out during the week, but the dangers of over promoting it could cost the venue too much revenue long-term. The Opium Group needed a more discreet and effective method of collecting and messaging a responsive group of Miami locals and tourists.


Starting in 2011, Justin Levine launched RSVP Manager campaigns to allow guests to sign up for open bar lists for Louis Bar-Lounge and SET to drive ladies to come into the venues on weeknights. The program was successful, was fine-tuned and then soon expanded to other Opium Group venues including Mokai, Cameo Theatre and Mansion Nightclub. Justin Levine, a pioneer of nightlife marketing, engaged planes to fly over Miami Beach promoting beachgoers to \”Text SUPER to 38714\” to capture the target customer for The Opium Group\’s Friday Night at Mansion Nightclub. It\’s this type of out-of-the box thinking that is the key to a successful SMS program.


The resulting text-in RSVPs were as high as 700 people on Friday nights for Mansion Nightclub allowing The Opium Group to build a targeted and reactive SMS database of thousands of Miami locals and tourist that could drive early attendance to the club and bar sales in the early hours of the night. \”We have been able to drive and capture thousands of Miami\’s nightclub-goers to Opium Group venues throughout the week at times when the clubs need people in them. mobileStorm\’s RSVP manager has allowed us to build lists for each night of the week and we consistently see 90% of the people that RSVP through RSVP Manager show up at the door,\” said Justin Levine.