Created for Editing (ENG 2433) at UTSA in Spring 2022.
OVERVIEW: Creative Brief | Style Guide | Written Content | Visual Content | Final Spread
Creative Brief
Purpose and proposal:
I will be creating a four-page magazine spread that memorializes Shady Grove, a local Austin restaurant and live music venue that shut down in May of 2020 due to economic struggles that occurred as a result of the COVID-19 shutdown.
My parents went on one of their very first dates there, and my mom had intense cravings for a Hippie Sandwich from Shady Grove throughout her pregnancy with me. When I was little, I wanted to be a waitress at Shady Grove when I was older.
Shady Grove closing was extremely saddening to me and my family, so I want to create a spread that brings its laid-back, retro culture, immaculate live music performances, and Southwest American comfort food back to live for others who may never get to experience the vibes at Shady Grove.
Message, tone, and voice:
In memorializing Shady Grove, I will use adjectives and verbs that embody the bold personality of the local joint to establish a tone of nostalgia and sentimentalism. I want to recognize the good food, drinks, music, and vibes of the venue by using a light-hearted voice and simple language that can easily be understood by any audience.
Target audience:
My audience will be residents of Austin, Texas, visitors from neighboring towns and cities, and tourists from across the country.
I'm more likely to reach audiences that are new home-owners or have just moved to the city, so my target audience will be readers of travel magazines in and around Austin between the ages of 18-40, including college students and their parents, college graduates moving to Austin for work, and older readers who may have experienced Shady Grove in its prime.
But because this magazine spread could potentially reach readers of any demographic, I will make sure to use simple but descriptive language that has high readability and draws in readers of all backgrounds.
Communication objective:
My communication objective in creating this magazine spread is to memorialize Shady Grove and bring light to the multitude of ways that it contributed to the laid-back and lively atmosphere of Austin, Texas, the live music capital of the world.
Style Guide
Written Content
Lead:
Founded in 1992 under a 100-year-old pecan tree, Shady Grove officially announced its closure on May 11th, 2020 after 30 years of success. The Austin favorite was well-known among locals and tourists alike for its Southwest comfort food, strong margaritas, and live music at its weekly Unplugged at the Grove events. Like many other restaurants in Austin and around the country, Shady Grove was forced to close its doors after suffering devastating economic impacts that occurred as a result of the COVID-19 pandemic. The Austin classic, located on Barton Springs Road next to Zilker Park, was a core attraction in the heart of the live music capital of the world, attracting celebrities like Sandra Bullock and Earl Cambell. With its intimate outdoor patio, laid-back yet high-quality service, and unique but still familiar menu of American classics, Shady Grove embodied precisely what it means to live in (or visit) Austin, Texas.
Defining newsworthiness:
1. Proximity: Shady Grove used to be located at 1624 Barton Springs Road in the heart of the live music capital of the world, Austin, Texas. Barton Springs, with its dense population and high-profile tourist attraction, is home to a handful of other highly successful restaurants, like The Picnic Food Truck Park, Baby Acapulco, and Chuy's, which was actually founded by the same partners that founded Shady Grove. Strategically placed directly south of the Colorado River, the local venue was within walking distance of Zilker Park, Peter Pan Mini Golf, Barton Springs, Doug Sahm Hill, the Long Center, and several other attractions in the downtown area. While 1624 Barton Springs Road remains empty as of now, it's certainly a great spot for attracting locals and tourists alike.
2. Human interest: Shady Grove's laid-back, intimate outdoor space was the perfect spot to relax with some friends and some drinks to some really great live music. Every Thursday from April to mid-September, the venue would host Unplugged at the Grove, a free outdoor concert series that started back in 1997. The festival quickly became an Austin staple, hosting some of the city's finest talents including Bob Schneider and Ray Wylie Hubbard. Patrons could enjoy the free show, cheap drinks, and good vibes every week during the summer at Shady Grove, and Barton Springs Road will not be the same without its presence.
3. Relevance: Like many restaurants in Texas, Shady Grove closed its dining room in March of 2020 in response to the COVID-19 pandemic and federal shutdown mandates. While they continued to take online and phone orders for take-out, they suffered major economic turmoil that can likely be attributed to the multi-million dollar real estate value of the land the restaurant was built on. On May 11th, Shady Grove announced its official closure, breaking the hearts of many Austinites and visitors from across the state of Texas who admit to having dined at Shady Grove on a monthly or even weekly basis. The high-profile location, which features a 100-year-old pecan tree, remains uninhabited for the time being.