Author
Paula Tamayo
San Diego isn’t just one city. It’s a patchwork of mini-ecosystems, from the sports-loving energy of the Gaslamp to the chill, coastal vibes of Mission Beach.
If you want to build brand love here, you don’t just show up. You show up in the right places, at the right time, with the right message.
That’s exactly what we helped Tom’s Watch Bar achieve. From opening weekend to long-term neighborhood buzz, here’s how PREM helped this nationally known brand win hearts (and eyeballs) in downtown San Diego.
A Launch That Had to Hit
Tom’s Watch Bar, known for its stadium atmosphere and 360° viewing experience, was launching its new San Diego location steps from Petco Park.
The goal wasn’t just to open, but to become the go-to watch bar in the city’s most competitive, event-driven district.
With the Padres’ season heating up and Gaslamp foot traffic at its peak, timing and execution mattered. We needed to build hype, generate content, and ensure they showed up digitally as strongly as they did on 5th Ave.
Strategy #1: Partner With Creators Who Already Have Trust
We activated local influencers, San Diego natives who were already known for food, lifestyle, and nightlife content.
This wasn’t about follower count, but more about alignment. These creators:
- Attended opening events and shared their authentic experience
- Created short-form video content that blended seamlessly with their regular posts
- Used location tags and community-relevant hashtags to boost discovery
Because let’s be real: people trust people. Especially people they already follow for recs.
Strategy #2: Amplify Momentum Through PR
While content and creator campaigns built buzz online, our team activated strategic public relations efforts behind the scenes to reinforce Tom’s launch on every level.
This included:
- Crafting a focused local press outreach strategy targeted to hospitality, lifestyle, and sports media outlets in the San Diego region
- Coordinating media invites for pre-launch previews and soft openings, ensuring that local reporters and editors experienced the space firsthand with exclusive interviews
- Collaborating with influencers and media to ensure cross-channel storytelling that tied press mentions to social traction
This PR layer added real credibility and ensured Tom’s Watch Bar wasn’t just trending. It was trusted. From Gaslamp nightlife guides to sports fan must-visits, Tom’s showed up in all the right roundups.
So, What Happened?
Within just a few weeks of activation, Tom’s Watch Bar began seeing strong local traction:
- Foot traffic increased noticeably, especially during game days and neighborhood events
- Content created by local influencers organically reached highly engaged San Diego audiences
- Social engagement grew, with more shares, tags, and saves across key posts
- Google visibility improved through consistent photo updates, neighborhood-specific language, and user reviews
Most importantly, the strategy created momentum that didn’t fade after the launch. San Diego locals weren’t just discovering Tom’s. They were talking about it, tagging it, and bringing friends.
What You Can Learn From This
If you’re a brand trying to grow in San Diego, here’s what Tom’s Watch Bar shows us:
1. Neighborhood-first always wins
Generic content gets lost. Localized moments get noticed.
2. Micro-creators move the needle
Especially when their audience lives in the areas you’re trying to reach.
3. Your digital presence matters just as much as your physical one
A good vibe on 5th Ave is only half the story. Google, Instagram, and TikTok are all part of the experience.
San Diego isn’t about blending in. It’s about belonging to the community.
Whether you're launching in Gaslamp, opening in North Park, or expanding in La Jolla, your marketing needs to feel like it was built for that neighborhood. That’s the difference between a brand that’s seen… and one that’s remembered.
Want to craft a strategy that taps into the heart of your city? Let’s talk. Reach out to PREM PR & Social at info@premprsocial.com.
