BASEMENT MIAMI
The Miami Beach EDITION features the most unique lounge in Miami showcasing an illuminating bowling alley and skating ring.
The Miami Beach EDITION has four dining outlets including Basement Miami. Originally, the venue was a large entertainment hub connected to the iconic nightclub inspired by Ian Schrager’s Studio 54. The Basement Miami website had not been reworked to reflect its new brand identity after the nightclub had permanently closed. The nightclub is now only used for private events.
THE OBJECTIVE
REBRAND WEBSITE
I was tasked with spearheading the update of the Basement Miami website, which aims to establish Basement Miami as a unique lounge focusing on the bowling alley and skating ring and shifting away from being known as a nightclub venue. The objective of this food and beverage website update was to revamp the website so the copy and content are fun and inviting while still offering key information.
RESOURCES
STRATEGY
The strategy focused on conducting a thorough audit of the website to rework and update the content and copy that is not reflective of the current brand identity of Basement Miami. In addition, I prioritized the user experience in navigating the website. Here is the process:
I began by reviewing the home page.
Then, I considered the navigation menu.
Next, I reimagined the Bowl & Skate page.
I considered the copy and photos for the remaining pages.
Finally, I considered what was missing from this food and beverage website.
The marketing manager, food and beverage manager, and I met to review my suggested changes. Originally, the food and beverage manager requested separate pages for information and pricing on bowling and skating. I advised that the user journey should be seamless by providing the information and pricing together for faster booking.
After our meeting, I made the following updates.
HOME
The original homepage was heavy in text which made it difficult for the user to process the pricing, hours of operation, and booking information. Bowl & Skate information was combined and not user-friendly.
The Neon Nights at Basement section below displays the updated copy offering key and vital information on the home page. Visitors and the local community in Miami can better understand that this venue is not just for bowling and ice skating. Although it is no longer a nightclub, this lounge was designed for nightlife and offers curated sounds by local, influential DJs and a food and beverage menu by Michelin-starred Chef Jean Georges Vongerichten.
NAVIGATION MENU
The previous navigation bar also mentioned the nightclub and the Bowl & Skate page repeated the dense copy from the home page.
The new navigation bar now features a page where you can find bowling and skating information, the lounge menu, information regarding private events, and contact information.
BOWL & SKATE
I reimagined the Bowl & Skate page with separate sections so it is user-friendly to access key information for bowling and ice skating in their respective section.
For the bowling section, I created a design with Canva to display the pricing information with a more digestible graphic. The copy is fun, yet provides important information to know before booking and arriving for the reservation.
Skating requires simplified information because the space is large enough and reservations are not required.
OTHER PAGES & CONTENT
The Private Events page and Contact page needed minor copy editing. However, the Menu tab was a key element for guests to explore the venue’s food and beverage menu. I worked with the website’s web developer to create a tab for the menu that linked to the menu as an external PDF page. Finally, I worked with the Marketing Manager to select new content photos in the space that reflected the vibrancy and guests of the space.
THE RESULTS
The Food & Beverage Manager was very pleased with the final result. Website traffic increased with Eventbrite and social media promotion as our team also collaborated with the food and beverage department to secure additional partnered events to promote and revive the space during the slower summer season.