The challenge
Texas Card House already had a small Austin location, but it couldn't compete with The Lodge. The new flagship had to do two things at once: make TCH the premium poker destination in Austin, and define TCH Social as a distinct, luxury-positioned sub-brand. With six months from construction start to opening, timing and positioning were critical.
The approach
Advertising strategy
I structured $20K of geo-targeted spend across three channels: $6K in social ads, $10K on PokerAtlas (the industry's discovery platform), and $4K in influencer collaborations. The plan focused on high-intent Austin audiences and cost per click, not vanity impressions.
TCH Social sub-brand
TCH Social had launched in Las Colinas without a clear brand. I developed its visual identity, messaging framework and content strategy, positioning TCH Social rooms as premium, exclusive poker experiences. The Austin flagship became the anchor for that positioning.
Soft opening
An invite-only soft opening for investors, VIPs and high-stakes players stress-tested operations with demanding customers and generated authentic buzz through influential community voices.
Grand opening narrative
Against The Lodge, the core message positioned TCH Austin as the place to play: safe, premium, and a real community. It ran across social, influencer partnerships and word of mouth.
Results
- The line wrapped around the plaza for hours. It was the most successful opening in Texas Card House history.
- 82% of opening-day visitors became repeat customers across TCH clubs, and 66% returned regularly to the Austin flagship.
- TCH Social's premium positioning set the template for future flagship locations.
