Success Story
How Beverly Rooftop Turned Emails into $285K in 6 Months
5 min read
Jan 15, 2025
5 min read
Jan 15, 2025
In just 18 months, Beverly Rooftop has cemented its place as a Melbourne hotspot. With stunning skyline views from the 24th floor and a dedication to creating unforgettable experiences, this venue has also turned heads for another reason: the numbers.
Over six months, Beverly generated $285,690 in revenue from email campaigns and automations alone. Add to that $94,991 from reservation upgrades over the past 12 months, and it’s clear this isn’t just a pretty rooftop—it’s a masterclass in hospitality marketing.
Behind the scenes are Holly Sperrin and Alyse Tsaptsalis, Beverly’s events & reservations team and Imogen Micklewright-Hill, co-founder of The Likes of You marketing agency. Together, they’ve crafted a seamless digital strategy powered by guest insights and personalised campaigns using SevenRooms Reservation, CRM and Marketing platform.
Here’s how they turned Beverly Rooftop into a revenue-generating powerhouse.
From day one, Beverly Rooftop hit the ground running with SevenRooms. “I’ve used other systems in the past, but SevenRooms just stands out. It’s so intuitive and customisable—it lets us deliver on every part of the guest journey. I’d recommend it to anyone,” says Holly.
Holly and her team have taken full advantage of SevenRooms’ robust CRM and Marketing tools, streamlining operations while creating personalised touchpoints that keep guests coming back.
Email marketing has been a game-changer for Beverly Rooftop, generating significant revenue while keeping guests engaged. Over six months, email campaigns resulted in $257,784 in revenue and 2,846 covers, all while maintaining an impressive 41% open rate.
“The email campaigns have been amazing,” shares Imogen, but she's most excited about being able to track performance.
“What’s unique about SevenRooms’ Email Marketing is how easily we can track the actual impact of our emails. We’re not just guessing—we can see open rates, click-through rates, reservations made, covers booked and even the revenue generated. There’s no platform I’ve used before that gives that kind of insight.”
Example of Beverly’s Melbourne Cup email campaign that generated 353 covers and $36,063 in revenue.
Imogen also highlighted how user-friendly SevenRooms’ Email Marketing is. “The platform is intuitive—it’s easy to design visually stunning emails and tweak layouts to optimise performance. I can also quickly preview how emails look on both desktop and mobile.”
Beverly’s email strategy balances creativity and data-driven insights. “We’ve focused on visually compelling campaigns, alternating between event-specific promotions and general venue updates. The analytics make it so easy to see what’s working—and we’ve leaned into those strategies,” Imogen adds.
They also segment their email campaigns by sending events and offers to VIPs first for priority bookings before sharing them with the wider database.
Automated emails have been another goldmine for Beverly Rooftop, generating $27,906 in revenue during the same six-month period, with a stellar 59% open rate.
Similar to Email Marketing, the team can view reservations, covers and revenue associated with each automated email via the SevenRooms Marketing Automation dashboard.
“Personalised first-visit thank-you emails and cancellation follow-ups have been our best performers,” says Alyse. “The cancellation emails, in particular, have seen heaps of clicks. Guests are rebooking directly from those emails.”
These automations don’t just save time—they create seamless, high-touch interactions that keep guests coming back.
For Beverly Rooftop, upgrades are more than an upselling strategy—they’re an integral part of the guest experience. With SevenRooms’ Reservation widget, they’ve added upgrade options to the booking process which helps drive prepaid revenue and reduce cancellations. Over 12 months, the venue sold 17,466 upgrades, bringing in $94,991 in revenue.
“We’re constantly using the offers and upgrade features,” Alyse explains. “It’s been a game-changer for us.”
From chef’s table experiences and prix fixe menus to caviar bumps, the Beverly team delivers truly special offerings, allowing guests to customise their dining experience.
Example of Beverly's upgrade options in their SevenRooms reservations widget.
Beverly also uses SevenRooms’ offer pages to streamline marketing efforts. For example, their Friday and Saturday chef’s table is promoted through a dedicated landing page, simplifying booking and boosting conversion rates.
Example of a Beverly offer page driving awareness for its exclusive Chef’s Kitchen Pass Experience.
With such strong results, Beverly Rooftop isn’t slowing down. The team plans to expand its email segmentation strategy, fine-tune guest tagging for even more personalisation and experiment with SevenRooms’ AI-powered tools like note polishing for richer guest profiles.
“We’re also exploring reward programs for our VIPs,” Holly adds. “We want to create even more value for our top-tier guests.”
From powerful emails and upgrades to personalised guest experiences, SevenRooms all-in-one CRM, Marketing and Operations platform gives you the tools to turn data into dollars. Discover how you can create seamless guest experiences while driving revenue. Request a demo today.
