Profitable Promotion: A Nautical Halloween

Looking for a Halloween promotion without the masks, orange and black attire and wild getups? Then take a page from The Anchor in Manhattan, which offered its guests more than a classic spookfest last year, to great success. More than 700 people walked through The Anchor’s doors last Halloween, thanks to a promotion that included handcrafted, boutique brand cocktails and a fitting theme.

Anchor Manhattan

“Some of our clientele includes major media outlets and fashion designers, and over the years we’ve developed close working relationships with many of the staffers,” general manager Jason LaGarenne explains. “This past Halloween, staff from Vogue, Blackbook and New York got together on their own and approached us about doing something a little different than a run-of-the-mill costume contest.”

To satisfy their requests, staff built on the bar’s sea-inspired décor and put together a singles-based party with a nautical theme. “We are The Anchor, after all,” LaGarenne quips. Guests from all industries, including finance, film, law and art dressed in nautical attire, from pirates and sailors to surfers. “It was a nice, diverse room of fun-loving individuals. We topped this off with some major DJ talent and amazing cocktails.”

The drink specials ranged from tequila and rum-based cocktails to the standard vodka and gin drinks — all with great brand backing.

“Our guests didn’t want ‘corny’ theme drinks or just regular drinks with Halloween names, so instead we provided cocktails using fresh ingredients and premium spirits,” says LaGarenne.

Anchor went all out with its specialty Halloween cocktails, and it paid off. Partida tequila was used in a twist on the traditional Margarita, while fresh watermelon, St-Germain elderflower liqueur, fresh basil and black pepper all found placement in shakers and glasses. The Anchor’s success at last year’s event has staff gearing up for an even larger night in 2010.

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