Overview:
Destination Hospitality Group is known for its Aurum restaurant concept and commitment to delivering elevated hospitality in destination resort markets. In Colorado, Aurum restaurants feature signature “gold standard” dishes. The name, drawn from the Latin word for gold, reflects CEO and founder Phillips Armstrong’s vision of a golden opportunity to redefine dining.
Aurum Maui is Destination Hospitality’s first restaurant outside of Colorado, opening exclusively at The Shops at Wailea and is helmed by Maui locals–Chef Partner Taylor Ponte and General Manager Partner Natasha Ponte.
Objective:
As Aurum Maui’s agency of record, Jenerate PR was tasked to build strong public awareness around the grand opening and cocktail reception. The goal was to secure meaningful media coverage and convert event attendance into measurable increases in reservations.
Strategy:
Jenerate PR elevated Aurum Maui’s visibility by driving both media coverage and guest reservations around the July 2025 grand opening. The strategy engaged local and traveling guests while securing interest from key media outlets.
To support the opening, Jenerate PR developed a public relations plan tailored to the Hawaii market. The approach highlighted the stories of local Maui partners, emphasized sourcing from island businesses and underscored respect for the ʻāina (land). Media relations, event promotion and community engagement were combined with thorough pre-event preparation, seamless execution and strategic follow-up to ensure long-term visibility.
This strategy delivered immediate awareness while laying the foundation for sustained coverage. It generated attention from new patrons across Hawaii and the continental U.S. while reinforcing loyalty among existing guests in Colorado who expressed interest in visiting the new location.
Jenerate PR produced and circulated tailored press materials to reinforce consistent messaging while providing strategic guidance to ensure the client was well positioned across multiple media channels. Media opportunities were managed both on and off site to expand reach and strengthen the restaurant’s presence in the community.
A curated invite list and media distribution roster were developed and overseen by Jenerate PR. These included leading Hawaii publications, national food and travel outlets, civic leaders, and key hospitality partners, ensuring the event drew both local influence and broader visibility.
To support client spokespeople, Jenerate PR prepared custom talking points and provided recommendations for the event program. This preparation equipped the team to engage confidently with journalists and guests throughout the opening celebration.
Results:
Jenerate PR’s efforts resulted in:
106 Media & VIP Guests
70 Media Placements To Date
432 Million Impressions To Date
Notable media outlets include:
Breckenridge Magazine, Daily Breeze, Explore Steamboat Dining Guide, FSR Magazine, Inland Valley Daily Bulletin, KGMB-CBS, KHNL-NBC, KHPR-FM, KPOA-FM, Local Getaways, Long Beach Press-Telegram, Los Angeles Daily News, Maui Now, Maui News, Orange County Register, Pacific Business News, Pasadena Star News, Press Telegram, Redlands Daily Facts, Riverside Press Enterprise, San Gabriel Valley Tribune, (San Bernardino) The Sun, Summit Daily, Steamboat Pilot & Today, South Bay Daily Breeze, Spectrum Local News, The Takeout, The Press-Enterprise, Whittier Daily News, Maui News, Hawaii Real Estate Blog, Aloha State Daily, Hawaii Magazine, Hawaii.com and Modern Luxury Hawaii Magazine.
