Green Olive Media worked with the Loews Vanderbilt Hotel team to focus the vision for Mason’s. Through engaging in conversations, research and branding exercises, the concept for Mason’s came to life. The team had the vision for an inventive southern concept that celebrated the heritage and tradition of southern cuisine, while being definitively ‘Nashville Proud’. With roots firmly planted in southern soil, Mason’s would create unique twists and modern interpretations of classic southern recipes. Traditional southern cooking would be approached with a classic French technique, resulting in the delightfully unexpected experience of a ‘Southern Brasserie’. Across from Mason’s would be Mason Bar. Having its own distinct personality, Mason Bar would be a rustic, welcoming bar equally devoted to southern heritage. The bar would focus on classic pre-prohibition cocktails, southern whiskeys, and local beers & liquors. The bar would have the unassuming air of a southern “Public House” — a communal eating and drinking space in the base of an inn or lodging house.

 With this vision set, the design team began to explore and create an aesthetic approach that would communicate the brand’s character. With a heavy focus on hand-rendered and southern vintage elements, a visual system was created that reflected Mason’s artisanal, elegant and unassuming character. Vintage iconography and lettering were approached with a modern twist, while being applied and presented on custom-made leather bar books and reclaimed wooden boards. All of these elements culminate to create a visual system that feels unexpected, artisanal, and definitively southern.

 With the opening of Mason’s and Mason Bar, the Green Olive Media communications team identified a need to establish the food and beverage program at the Loews Vanderbilt as an exceptional advancement in hotel dining, as well as positioning it to hold up in the highly competitive Nashville dining landscape. If executed properly, the public relations campaign surrounding the opening would create public and media awareness of Mason’s and Mason Bar on a local and regional level. This would have the added incentive of drawing renewed attention to the Loews Vanderbilt Hotel and its grand reopening. With these goals in mind, the communications team implemented an aggressive public relations plan that began with finding up and coming chef Brandon Frohne and using him to reinforce the image of Mason’s and Mason Bar as a chef-driven concepts. Frohne immediately understood the concept and worked to create a menu that allowed Green Olive Media to bring focus to interesting and playful items. In addition to establishing Chef Frohne as the spokesperson of the restaurant and pitching the concept to heavy hitting press contacts, Green Olive planned two separate opening events to introduce the concepts to both the media and the public. Throughout the scope of the public relations and marketing campaign, the communications team worked closely with the design team to make sure that brand identity, messaging, and vision remained cohesive throughout all aspects of execution.

With each new unit opening, Green Olive Media tailored a series of special events to introduce the Holler & Dash brand to the market while creating impactful relationships with potential customers and brand ambassadors. For each strategic activation, the Green Olive Media team spearheaded all aspects of event facilitation including market research, curating a target guest list of press representatives and influencers, invitation outreach and RSVP management, sourcing and securing vendors within a given budget, run-of-show creation, and day-of facilitation including event management.

Green Olive Media worked with the Loews Vanderbilt Hotel team to focus the vision for Mason’s. Through engaging in conversations, research and branding exercises, the concept for Mason’s came to life. The team had the vision for an inventive southern concept that celebrated the heritage and tradition of southern cuisine, while being definitively ‘Nashville Proud’. With roots firmly planted in southern soil, Mason’s would create unique twists and modern interpretations of classic southern recipes. Traditional southern cooking would be approached with a classic French technique, resulting in the delightfully unexpected experience of a ‘Southern Brasserie’. Across from Mason’s would be Mason Bar. Having its own distinct personality, Mason Bar would be a rustic, welcoming bar equally devoted to southern heritage. The bar would focus on classic pre-prohibition cocktails, southern whiskeys, and local beers & liquors. The bar would have the unassuming air of a southern “Public House” — a communal eating and drinking space in the base of an inn or lodging house.

With this vision set, the design team began to explore and create an aesthetic approach that would communicate the brand’s character. With a heavy focus on hand-rendered and southern vintage elements, a visual system was created that reflected Mason’s artisanal, elegant and unassuming character. Vintage iconography and lettering were approached with a modern twist, while being applied and presented on custom-made leather bar books and reclaimed wooden boards. All of these elements culminate to create a visual system that feels unexpected, artisanal, and definitively southern.

With the opening of Mason’s and Mason Bar, the Green Olive Media communications team identified a need to establish the food and beverage program at the Loews Vanderbilt as an exceptional advancement in hotel dining, as well as positioning it to hold up in the highly competitive Nashville dining landscape. If executed properly, the public relations campaign surrounding the opening would create public and media awareness of Mason’s and Mason Bar on a local and regional level. This would have the added incentive of drawing renewed attention to the Loews Vanderbilt Hotel and its grand reopening. With these goals in mind, the communications team implemented an aggressive public relations plan that began with finding up and coming chef Brandon Frohne and using him to reinforce the image of Mason’s and Mason Bar as a chef-driven concepts. Frohne immediately understood the concept and worked to create a menu that allowed Green Olive Media to bring focus to interesting and playful items. In addition to establishing Chef Frohne as the spokesperson of the restaurant and pitching the concept to heavy hitting press contacts, Green Olive planned two separate opening events to introduce the concepts to both the media and the public. Throughout the scope of the public relations and marketing campaign, the communications team worked closely with the design team to make sure that brand identity, messaging, and vision remained cohesive throughout all aspects of execution.

With each new unit opening, Green Olive Media tailored a series of special events to introduce the Holler & Dash brand to the market while creating impactful relationships with potential customers and brand ambassadors. For each strategic activation, the Green Olive Media team spearheaded all aspects of event facilitation including market research, curating a target guest list of press representatives and influencers, invitation outreach and RSVP management, sourcing and securing vendors within a given budget, run-of-show creation, and day-of facilitation including event management.

Green Olive Media worked with the Loews Vanderbilt Hotel team to focus the vision for Mason’s. Through engaging in conversations, research and branding exercises, the concept for Mason’s came to life. The team had the vision for an inventive southern concept that celebrated the heritage and tradition of southern cuisine, while being definitively ‘Nashville Proud’. With roots firmly planted in southern soil, Mason’s would create unique twists and modern interpretations of classic southern recipes. Traditional southern cooking would be approached with a classic French technique, resulting in the delightfully unexpected experience of a ‘Southern Brasserie’. Across from Mason’s would be Mason Bar. Having its own distinct personality, Mason Bar would be a rustic, welcoming bar equally devoted to southern heritage. The bar would focus on classic pre-prohibition cocktails, southern whiskeys, and local beers & liquors. The bar would have the unassuming air of a southern “Public House” — a communal eating and drinking space in the base of an inn or lodging house.

With this vision set, the design team began to explore and create an aesthetic approach that would communicate the brand’s character. With a heavy focus on hand-rendered and southern vintage elements, a visual system was created that reflected Mason’s artisanal, elegant and unassuming character. Vintage iconography and lettering were approached with a modern twist, while being applied and presented on custom-made leather bar books and reclaimed wooden boards. All of these elements culminate to create a visual system that feels unexpected, artisanal, and definitively southern.

With the opening of Mason’s and Mason Bar, the Green Olive Media communications team identified a need to establish the food and beverage program at the Loews Vanderbilt as an exceptional advancement in hotel dining, as well as positioning it to hold up in the highly competitive Nashville dining landscape. If executed properly, the public relations campaign surrounding the opening would create public and media awareness of Mason’s and Mason Bar on a local and regional level. This would have the added incentive of drawing renewed attention to the Loews Vanderbilt Hotel and its grand reopening. With these goals in mind, the communications team implemented an aggressive public relations plan that began with finding up and coming chef Brandon Frohne and using him to reinforce the image of Mason’s and Mason Bar as a chef-driven concepts. Frohne immediately understood the concept and worked to create a menu that allowed Green Olive Media to bring focus to interesting and playful items. In addition to establishing Chef Frohne as the spokesperson of the restaurant and pitching the concept to heavy hitting press contacts, Green Olive planned two separate opening events to introduce the concepts to both the media and the public. Throughout the scope of the public relations and marketing campaign, the communications team worked closely with the design team to make sure that brand identity, messaging, and vision remained cohesive throughout all aspects of execution.

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media