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Experiential Image Case Study

How do you build a second destination in the same state as the brand’s official heritage center, making sure that the two facilities complement each other, while each maintains its own distinct personality? That was the challenge given to Peggy Noe Stevens & Associates (PNSA) as brand superstar Jim Beam developed and launched its newest visitor experience, the Urban Stillhouse.

The American Stillhouse in Clermont, Kentucky, where Beam and its entire family of brands is made, is seen by its many brand lovers as “mecca.” Acknowledging the rapid addition of new bourbon brand destinations in Louisville, the brand team decided to add a second visitor experience a mere 30 minutes from Clermont.

The challenge put before PNSA was to create a distinct visitor experience in nearby downtown Louisville that was unique to all other experiences in the area. The place needed to exemplify the contemporary elements of the Beam family of brands and serve as a catalyst for visitors to still want to make the pilgrimage to Clermont.

“We started our work by ”granularly” mapping the current and proposed environments,” said PNSA President, Peggy Noe Stevens. “This assessment tool lets us look almost microscopically at everything about the consumer experience and the representation of the brand. The environment is a critical component because it is not just part of your brand- it is your brand!”

PNSA was involved from the beginning stages of concept design, and remained engaged in various aspects of the project including training the entire staff on critical hospitality and customer service skills and completely setting the retail store in the days leading up to the grand opening.

“Like us, the Beam brand team understands the consumer experience starts before he or she ever enters your door,” said Stevens. “It may start in the parking lot or even on your website. Our job is to see your brand as others see it so we can further develop or make changes to make your brand the best it can be.”

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Peggy Noe Stevens & Associates • 2506 Nutwood Drive • Louisville, Kentucky 40223 • (502) 338-6564 • Contact Us

Indianapolis Office • 207 South Meridian • Indianapolis, Indiana 46225 • (502) 338-6564 • Contact Us