The Underground Kitchen is a monthly pop-up restaurant where strangers gather around a common table for a multi-course dinner prepared by a surprise chef at various locations around Richmond (and now in other cities, too). Interested guests sign up on the UGK web site to become members, then enter a lottery to get a seat at the dinner. Carrie Culpepper worked with the founding partners to develop a public relations campaign to promote the series kickoff, educate the public about the concept and establish it as a hot ticket.
The Result: The press coverage and resulting buzz helped membership grow to a 800 names before the first dinner. Read my report of the first event or watch the behind-the-scenes video below.