Philadelphia dance club pivots to restaurant due to COVID-19

Innovative Hospitality: How Clear Communication and Strategic Marketing Helped Concourse Dance Bar Pivot During COVID-19

In October 2020, as the hospitality industry struggled to adapt to pandemic restrictions, the team at FCM Hospitality showcased its ingenuity by transforming Concourse Dance Bar from a high-energy nightclub into a reservation-only, pre-paid dining experience. Known for its underground dance floor and signature ice bar, Concourse had been shuttered since March due to COVID-19 restrictions. Rather than staying closed, the team reimagined the space in a way that allowed for safe, controlled experiences while still maintaining its signature fun atmosphere.

As Marketing Director, Neina Langford worked to ensure this transformation was clearly communicated to the public in a way that balanced safety with excitement. Through strategic messaging, she emphasized how the reimagined concept met the needs of the community—offering a safe, socially distanced alternative to nightlife while still delivering a memorable experience. With an exclusive reservation system, limited capacity for safety, and elaborate ice sculptures of city landmarks, guests were able to enjoy the space in a brand-new way.

By highlighting the ingenuity of the FCM Hospitality team and making sure the messaging resonated with both longtime patrons and new guests, the campaign generated excitement and positioned Concourse as a must-visit destination despite the industry's challenges. This success underscores how effective marketing, when paired with operational creativity, can help businesses pivot and thrive—even in the most uncertain times.

At Quintessence Hospitality, we specialize in helping businesses reposition, market, and execute bold new strategies to keep operations running while maximizing revenue potential. Whether you’re launching a new concept or navigating a major shift, we can help turn your vision into a profitable reality.

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