At Legacy Hall in Dallas, Texas, a new kind of Whiskey experience is drawing people in and keeping them there. What began as a seasonal activation has evolved into something much bigger, thanks to On-Premise Channel Manager for North Texas, Annie Woods and her team. 

Legacy Hall, part of the Front Burner Group, is a high-energy, multi-bar venue where guests are always looking for something new. Annie approached it with both experience and creativity. After a Tequila program, she saw an opportunity to bring Whiskey forward in a way that felt immersive and distinctly Heaven Hill. 

The result was a full transformation of one of the venue’s private event spaces into a “Heaven Hill Bourbon Experience.” The space featured barrel-inspired wraps, barrel head tables, a barrel Christmas tree, and a bold branded presence. Originally planned through January, the activation proved so successful it remains in place today, now hosting tastings, Whiskey classes, and ongoing experiences. 

Success means both visibility and growth. The program has expanded exposure to a wider range of products, from Grain to Glass to Elijah Craig flights and bonded offerings, while building a full cocktail menu across the portfolio. Legacy Hall has gained a differentiated experience for private events that brings something new to their guests. 

The foundation of Annie’s success is relationships. She has built strong connections across the Legacy Hall team, from marketing to beverage leadership, using both long-standing partnerships and new collaboration to bring ideas to life. 

What makes this work stand out is the creativity behind it. This is not just about placing products. It is about creating experiences that bring people through the door and deliver value on both sides.