A company that rose out of tragedy is now a leader in experiential retail. Painting with a Twist was started 10 years ago after Hurricane Katrina to give people a safe haven and fun escape during a difficult time. Customers flocked to the chance to enjoy an evening painting and drinking with friends to escape from their cares and worries, and one of the first experiential retail businesses was born.

Today, Painting with a Twist has more than 300 locations across the country and has created the sip and paint industry. The company encourages groups and friends to come together to paint a picture and enjoy drinks and snacks. Everything about the night, from the painting itself to the easy-going attitude of the artist instructors, encourages guests to let loose and have a great time. Aside from simply teaching guests to paint, the artists tell jokes and play games with the class. The goal isn’t to teach people to become world-class painters but rather to inspire them to have fun with the people around them and try something new.

One of the main target demographics are groups of women looking for a unique way to spend time together without going to a bar or restaurant. Painting with a Twist quickly learned that everyone can enjoy a carefree escape, even if they aren’t going through a tragedy. CMO Katherine LeBlanc says that focusing on why the company exists and delivering on a great, unique experience keeps people coming back because they feel relaxed and free to enjoy a great night with friends. The company competes against other entertainment brands, including movie theaters, restaurants and even escape rooms, but has built loyal customers by offering personal connections and a truly unique experience.

Painting with a Twist continues to expand its carefree experience with new offerings, including pop culture paintings of favorite movies and nostalgic TV shows. It also hosts birthday parties, family days for younger children and trivia programs. Franchises are encouraged to build partnerships with local businesses to make each store unique and reflect the local area. LeBlanc says the company is also developing partnerships to create new experiences, such as adding music with local bands or other pop culture painting options. All experiential retail brands can learn the power of creating an immersive experience from Painting with a Twist.

No matter if the group is a ladies’ book club, kids’ birthday party or corporate retreat, Painting with a Twist aims to deliver a unique and consistent experience and create an environment where people know they can relax and enjoy a carefree escape with their loved ones. Delivering on that promise creates an experiential retail brand with loyal customers.