In Plattsburgh's semi-iconic downtown area, Margaret Street lazily makes its way through what is rightly seen as the city's cultural nucleus, where it will branch off into smaller side streets to the various bars, clubs, and restaurants that line its sides. For many locals and a lot of college students, the average weekend pub crawl begins at a spot just a stone's throw away from the towering Gothic spires of St. John's Roman Catholic Church at Therapy Nightclub and Sports Lounge. The place had done well in establishing itself as a nightclub, attracting much of the student population and garnering a positive review in Plattsburgh State's student newspaper. However, the place was foundering during the winter and summer breaks when the students were away. Flyers, campus word-of-mouth and bass-thumping radio ads were painting the place as a dance club first and sports lounge second.
This was unfortunate, since their sports lounge's accommodations would easily put any mega-chain man cave or turn-key "neighborhood" joint to shame— 20 tvs, including a giant projection screen above the bar, pool table, stage for live entertainment, an upper-level VIP section and $2 food and drink specials that didn't taste like $2 food and drink specials, along with a slick and polished interior.
In advertising aimed at helping Therapy shore up potential revenue loss from the students being away, it was determined that a fresh approach in presenting the place would help. In the spec advertising, I would present Therapy as a place where working professionals could have a few drinks after work and see how their brackets were doing this March, the same people who would likely avoid "da club" like "da plague".
For one thing, emphasis shifted to the happy hour specials and game viewing options, coupled with a new, sleeker, more modern logo that conveyed greater sophistication. You weren't hit over the head with the some gaudy and predictable sports visual so common to many sports bar logos. It wasn't so much a sports bar as a bar where you went to watch sports. Mention of a dance club was nowhere in sight. Several different sizes were presented to reflect a variety of budgetary options.
