Branding is a powerful tool that creates unforgettable experiences for customers and the community. Supermarket giant Publix left its mark on the Tampa Bay community with a unique branded environment project we called “Publix Plaza.” This ambitious project was designed to give Publix a long-term presence in the area while creating a welcoming destination where people could connect with the brand through food, events and everyday life. Through careful strategy and collaboration across multiple teams, Publix Plaza became the ultimate outdoor branded environment at Tampa’s Amalie Arena. Watch the experience as it unfolded below.
Background and objective
When Publix first approached us, it was clear that they wanted to make their mark. Publix’s primary goal was to create a branded outdoor space that could serve as a multi-use space for their customers and the local community. The key tenets of our framework here in Rockway are to understand the scope of the project. This includes the why, purpose, audience, brand, and goals. With this level of information, we are not only able to deliver a supreme outcome, but we are also able to work more effectively with our clients to bring their true desires to life. One of the key factors for Publix here was partnering with the Tampa Bay Lightning to create a space that could also connect with the hockey team’s fans. Publix aimed to create an environment where people could relax, connect with each other, and enjoy food in an outdoor space. They wanted to connect with customers on a deeper level by providing the space that would be an extension of their brand.
The opportunity
With those goals in mind, the #1 question for everyone was where to put something like this? Where will it make the biggest impact? If you’re familiar with the Tampa area, and Amalie Arena in particular, then chances are you’ve heard of Thunder Alley. It’s a huge space with amazing features and is truly a staple of the city and arena-goers. It has food, fun, everything you could want when you’re at an event. Publix wanted to contribute in a similar way, but in their own way. Today, Thunder Alley is a very populated area with established sponsors and businesses. But Publix had done their research. There was an area behind the arena, an open paved area that had been underutilized before. Recognizing that it was a potential area to grow their brand presence, Publix decided to lease the space.
The location chosen was not the main entrance to the arena, but rather the VIP entrance. This was an important strategic element because it targeted a specific clientele: the VIP customers of the Tampa Bay Lightning. In addition, the area was experiencing rapid development with new buildings and businesses, making it an attractive market for Publix stores. More specifically, it was also close to Publix GreenWise Market, a Publix subsidiary located on the same street. In choosing this location, Publix wanted to create a stronger connection between its main store and GreenWise Market.
Publix’s decision was driven by strategic considerations: targeting a specific customer base, building brand presence, and capitalizing on the region’s growth. Publix exemplifies strategic event and brand marketing, with clearly defined goals and thoughtful thinking backed by research. They came to us prepared and allowed us to bring their vision to life, and we delivered!
Strategic process and collaboration:
To create the branded environment, Publix’s creative team, branding and marketing teams, and the Tampa Bay Lightning collaborated and discussed the purpose and goals of the space – for 3 months! We developed a document outlining the goals, strategies, and tactics.
One of the first challenges was to create an environment that would withstand hurricanes and last for the duration of the sponsorship, which was 3-5 years. The solution to this challenge required careful planning and execution. Not only did it require a visually appealing environment for the space, but it also had to strongly reflect the brand’s values and mission. We had to choose materials that could withstand high winds and rain while maintaining the brand’s identity.
Additionally, we needed to figure out exactly what we were going to build. The team discussed a variety of ideas including an outdoor kitchen, container gardens, seating areas, and more that never came to fruition, but the process of exploring our options helped us narrow it down to what was most important. The container garden idea was very popular because it allowed customers to see how food is grown and promoted healthy eating. However, the final idea was an outdoor space that resembled a living room with seating options, games, and a multi-purpose stage. The idea aligned with Publix’s “Food for Sharing” concept, where the company aims to bring people and communities together through its products and services.
Additionally, the design’s modular system allowed for expansion, making it versatile and cost-effective. The branded outdoor space design included an L-shaped sofa, comfortable chairs, picnic tables, and a versatile stage. The stage could serve as a performance space, a venue for cooking demonstrations, or Lightning viewing parties. The design was hurricane-proof, cost-effective, and modular, meaning it could be adapted to different spaces. Additionally, the space had clean energy sources, including a solar panel system and charging stations.
By the end of the project, Publix was no longer “just” a grocery store. The company wanted to go beyond the typical shopping experience and create a destination that people would want to visit at any time. Their goal was to create a place that was not just for shopping, but also for community and social interaction. And they succeeded. Publix now offers a multi-purpose community space where people can grab a bite to eat, work on their laptop, play games, or just hang out with friends and family. By creating a space that caters to everyone, Publix has truly become more than just a grocery store, but a hub of social activity.
Community Reactions and Impact
The community has embraced the outdoor space, showing tremendous support and interest. The space has provided a comfortable and safe place for people to relax, connect with friends and connect. Additionally, the space has served as a venue for Tampa Bay Lightning events such as viewing parties, autograph sessions and giveaways. Overall, the branded outdoor space has brought people together and aligned with Publix’s food sharing mission.
The partnership between Publix and the Tampa Bay Lightning achieved its goals of connecting with the community, creating a branded environment, and providing a versatile space for customers. By partnering with a sports team, Publix was able to interact with fans in a unique way. The branded outdoor space is an example of how businesses can create a comfortable and safe environment while connecting with their customers. Partnerships between businesses and sports teams are a great resource for facilitating community connections, and Publix’s initiative proves that. The success of this initiative highlights the importance of thinking outside the box and creating branded environments that can serve as a solution to your brand’s needs.