As long as anyone can remember, the Homestake Slime Plant has stood watch over Deadwood. Countless workers made a living there. Generations of children walked past it on their way to school. In recent decades, however, it has mostly been a sad relic of a bygone era. Now, Deadwood Mountain Grand is one of the country's largest historic preservation projects. With a 2,500 seat event center and hotel to open in Fall 2011 the challenge was to maintain the history surrounding the Deadwood Mountain Grand while developing a brand identity as the newest, hippest venue in Deadwood.
TDG Communications partnered with the investor team early in the planning process to clearly define Deadwood Mountain Grand. The Deadwood Mountain Grand is inherently connected to the entertainment industry through ties with Big Kenny Alphin of Big & Rich fame. Their song "Deadwood Mountain" was the inspiration behind the name. TDG needed to develop an all-encompassing brand that told the story of Deadwood Mountain Grand while keeping in line with the historic tradition of the City of Deadwood.
TDG partnered with Deadwood Mountain Grand owners and management to build a brand that would satisfy local interests while attracting tourists from throughout the Midwest. Initial branding design included logo design, corporate identity, print design for commercial and employment purposes and website design. Once the Deadwood Mountain Grand brand was established led the branding efforts for all aspects the complex, from the restaurant to the VIP bar in the event center. TDG's creative efforts led the charge for a full pre-opening campaign including print, outdoor, TV, radio, public relations, web and social media.
TDG's efforts contributed to a successful Grand Opening celebration in July 2011 which included a parade led by the Governor of South Dakota and two sold out Big & Rich concerts. The Deadwood Mountain Grand is quickly becoming a premier destination for tourists looking for prime entertainment in the region. TDG's social media efforts have been especially successful in creating an online forum for people to concerts and events in real time through FaceBook and Twitter feeds.