ROOF on theWit
Revamped website experience and ongoing digital support for an internationally acclaimed rooftop bar and nightlife destination in downtown Chicago
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Brief
ROOF on theWit is an iconic rooftop set 27 stories above Chicago’s Loop, known for its expressive design, sweeping skyline views, world-class events, and hand-crafted cocktails and cuisine. It has earned international recognition as Hotel Bar of the Year and as one of the Top 3 Rooftop Bars in the World.
97 Switch partnered with ROOF to bring that sky-high experience online, building a website that mirrors the drama and energy of the physical space. The digital experience showcases the views, the music, and the events, positioning ROOF not just as a bar, but as a must-visit Chicago daytime and nightlife destination as well as a go to event hosting space.
Since 2016, we’ve supported ROOF with a website designed to evolve with their needs, from headline DJ nights and special events to seasonal menus and private parties. The site is constantly updated with current events and menus so guests can quickly see what’s happening and plan their night and event friction free.
Services
A Glamorous Escape Above the City
ROOF’s identity centers on dramatic city views, elevated nightlife, and expressive design. The website brings that to life with:
- Full-screen photography and video that echo the panoramic skyline and rooftop atmosphere guests experience in person.
- Clear, modern layouts that emphasize imagery of the space, mirroring the venue’s high-energy vibe. The clear visual hierarchy allows the user to self select into various use categories that see fit.
- Clear visual hierarchy that guides visitors from “wow” imagery into practical actions such as checking events, menus, or booking a table.
The result is a digital experience that feels like stepping out of the elevator onto the rooftop — immersive, elevated, and unmistakably ROOF.
Showcasing Awards, Events & Nightlife
ROOF’s reputation is built on awards, nightlife, and consistent programming. The website supports that positioning by:
- Highlighting key accolades like Hotel Bar of the Year and Top 3 Rooftop Bars in the World to establish credibility immediately.
- Featuring upcoming events and nightlife programming so guests can quickly see what’s happening this week and plan visits around DJs, parties, and special experiences.
- Making it easy to reserve, inquire about private events, or learn house rules, reducing friction between interest and booking.
Our marketing efforts have directly driven measurable results, including:
- Increased bookings and awareness for special events (Halloween, NYE, St. Patrick’s Day)
Rather than functioning as a static brochure, the site serves as a live marketing hub that keeps ROOF’s audience in sync with what’s happening on the rooftop.
Website Experience
We have created the website experience for ROOF on theWit to match the venue’s status and energy.
Key aspects of the build include:
- Experience-first design that foregrounds the views, atmosphere, and entertainment, rather than generic content.
- Flexible content structure for events and menus, allowing ROOF’s team to keep offerings and programming current without sacrificing design consistency.
- Clear paths to action — from booking tables and events to exploring food, drink, and nightlife experiences — so visitors can move straight from inspiration to reservation.
Since launching the new experience, on-site behavior has improved compared to the previous iteration, including:
- 22% reduction in bounce rate, indicating visitors are staying on the site longer and interacting with more meaningful content instead of leaving after a single page.
- 10% increase in pages per session, reflecting deeper browsing behavior and stronger interest in ROOF’s events, menus, and conversion-focused pages.
These shifts indicate that visitors are finding the new ROOF on theWit site more compelling and easier to navigate, staying longer, exploring more content, and moving deeper into key pages like events, menus, and reservations.
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Communication is prompt and efficient and regular check-ins conducted. We know we can rely on 97 Switch to enhance our offerings and bring fresh ideas and perspectives to showing off our product in the best possible light.
Ready to flip the switch?
