Hacienda Rome is a 3,000 m² industrial-chic multipurpose venue located in the Tiburtina district, a burgeoning creative hub in Rome. Featuring expansive indoor and outdoor spaces, the venue is equipped with state-of-the-art technology to host everything from high-profile live concerts (hosting artists like Olly and I Patagarri) and live show like Tintoria, to corporate events and immersive exhibitions. The project focused on transforming a large-scale event space into a premier destination for Rome’s entertainment and business sectors.
As a Company Partner and Creative Director, I spearheaded the comprehensive relaunch and market repositioning of the venue. I acted as the strategic architect behind the brand's new identity, overseeing the transition from a local venue to a recognized European-standard player in the live entertainment and B2B markets.
Strategic Brand Engineering: Orchestrated the end-to-end brand building strategy. This involved redefining the corporate Vision and Mission and creating a new visual identity designed to resonate with both high-energy club audiences and sophisticated corporate clients.
Market Diversification (B2B & B2C): Developed a multi-tier marketing plan to optimize venue occupancy. This included launching new portfolios for immersive exhibitions, morning educational events, and private corporate packages to maximize revenue during off-peak hours.
Viral Design & UX: Engineered dedicated "photo opportunity corners" and "selfie stations" as tangible assets for sponsor activations. This strategy was specifically designed to drive User-Generated Content (UGC) and amplify the venue's organic reach on social media.
Performance Marketing & Digital Infrastructure: Implemented a data-driven approach focusing on SEO/SEM, lead generation for hall rentals, and a revamped digital booking system to streamline the customer journey and increase conversion rates.
Media & Institutional Relations: Directed press office operations and secured high-impact media partnerships to cement Hacienda’s status as a cultural and innovative hub in the capital.
Revenue Growth & ROI: Successfully implemented a financial model targeting a 25% ROI in the first year through diversified revenue streams and optimized resource allocation.
Brand Awareness: Established Hacienda as a "reference point" in the Italian live music scene, attracting top-tier national and international talent and brands.
Market Repositioning: Transformed the venue’s perception from a simple event space to a high-value brand capable of hosting complex, high-profile institutional and commercial productions.
