April 2022 - Current


Public Relations, Marketing, Event Coordination, Social Media Content Strategy, Website Creation

A Successful Launch for Eat Street Crossing, a Long-awaited Food Hall

A team of talented chefs and restaurateurs planned to create a new food hall in the Whittier neighborhood. When the COVID pandemic hit, everything was put on hold. Two years later, the team was ready and needed communications, marketing, and public relations support to tell the story of Eat Street Crossing. Field Guide has a previous relationship with principal Because of our work together on the Minnesota Rice Fundraiser, we got to know principal partners John Ng and Lina Goh. Field Guide started work on Eat Street Crossing in April 2022. Unpredictable construction and supply-chain issues presented challenges that affected the project timeline, so a clear but agile communications strategy was essential for building excitement while managing community expectations. After many months of delays, Eat Street Crossing had a wildly successful grand opening in March 2023.

a trusted partner navigating an incredible amount of media interest

Field Guide acted as a trusted partner to develop the brand personality, messaging, public and media relations, event strategy, and community engagement. Our scope of work included social media content strategy, media pitching and relations, website copy, guest list curation, and event planning for the soft opening, an industry- and media-focused preview party, and a ribbon-cutting ceremony with community leaders. We also helped navigate an incredible amount of media interest in the project, coordinating interviews and providing talking points and assets to media outlets and general counsel to the team during the intensely busy weeks leading up to the grand opening as well as once the doors were open.

The Outcome

strategically keeping the public excited through project delays

After our initial announcement of this exciting project, we kept the public informed and interested in the project despite shifting opening-day timelines. We mapped out plans and coordinated with the Eat Street Crossing social media team to make announcements about vendors that would be a part of this great new destination and strategically shared info with local media. Nearly 3,000 people showed up on day one! Our team is deeply honored to continue to work with the talented, primarily BIPOC and women-led team. We love this beautiful, uniquely community and food-focused destination.
It has been such a pleasure working with Mary and her team at Field Guide throughout the opening process of our food hall. Mary and her team's thoughtful and thorough guidance, coordination, and execution of our brand, website, media relations, and event planning gave us peace of mind while we focused on operations, which was essential for a successful grand opening!
Lina Goh, President of Eat Street Crossing