Community Relations: Crown Royal Expands Barbershop Renovation Program - Event Marketer

Community Relations: Crown Royal Expands Barbershop Renovation Program

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Crown Royal is expanding a program it instituted last year to renovate and refurbish barbershops in black communities across the country. The company has refurbished 11 barbershops since the effort kicked off in early 2005; it plans to work on 12 more through June ’07. The company expanded the program based on feedback from consumers and the barbershop owners Giovanni Sgro Crown Royal’s multicultural brand manager told Buzz.
 
The brand works with local community leaders to identify shops to renovate; once sites are selected construction can take from a few weeks to more than a month. Crown Royal customizes the redesigns to each shop but also incorporates CR touches including the brand’s signature purple and gold colors. “We consult with the owner and the employees and make sure that we can stay within how they want their barbershop to feel and look and also that it ties in with the Crown Royal brand and everything that we also want to portray ” Sgro said.
 
The latest project a shop in Philadelphia reopened last Tuesday. In addition to the expanded renovation program the brand is taking a mobile barbershop on the road; Crown Royal created the shop last year in the wake of Hurricane Katrina to provide haircuts and reunification assistance to evacuees. This time the mobile barbershop will serve to reach a broader audience outside the communities benefiting from the renovation program. The shop stopped in Memphis last month; other markets and dates are TBD.

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