SDM Projects - Waukegan Bar Group

How do you make the most of having three amazing bars in Waukegan? You create websites to get the word out and keep people keyed into the fun and frivolity to be had! 17 North, TR’s Front Row, and the Taproom Bar & Grill are the triumvirate of hometown gathering spots. Whether looking to grab a bite to eat before a show at the Genesee Theatre or relaxing after work with a drink and game of darts, these three fabulous locations are ready to help you enjoy your time.

The managing partners of the Waukegan Bar Group knew they needed to create an online presentation of their establishments. They also wanted to ensure that their clientele had accurate and up-to-date information as hours changed, menu items were adjusted, and leagues and live music were announced. The websites now feature information about those things as well as information about offerings that clients may not have been previously aware of, like the private event space at 17 North. These additional highlights are starting conversations and strengthening revenue streams that had previously lacked some extra attention. Like all SDM sites, we also utilized SEO best-practices to work towards driving additional traffic into their doors.


In the fast-paced world of restaurateurs, the managing partners wanted to make sure they would be able to easily make updates and additions to their websites once created. To make that happen, we combined a top-notch use of device responsive Squarespace templates with a detailed training program. The great thing about their site builds is that once developed, the team underwent training and are now able to make small menu and other text edits on the fly. This approach saves the Waukegan Bar Group (and other SDM clients) money in recurring maintenance fees.

The full-width imagery offered on the scrolling pages of Squarespace’s Pacific template are an excellent way to feature the exciting events at TR’s Front Row. From information about live music to happenings in the outdoor beer garden, this slimmed-down site let us fit all of the important content in one place as each page is a full-width section with no space wasted on a sidebar. The floating navigation bar allows customers to quickly find the information they are seeking. In addition, the managing partners are easily able to update bands, drink specials and menu options from the solid foundation we provided.


The website for 17 North uses the Squarespace Hayden template to make the most of its large photo banners and contemporary, chic design. Unlike some of the other templates, Hayden offers the option of using both odd and even numbers of columns. The long, scrolling index pages work well for both images and content which allows the managing partners plenty of room to post pictures of the latest karaoke night and easily update their weekly specials.

The Squarespace Basil template for the Tap Room Bar & Grill comes from the versatile Brine family of templates. The image-based foundation is fabulous for highlighting the mouth-watering menu items coming out of the kitchen. The full-bleed banners keep the spotlight on any imagery the partners want to share and the special scrolling effects provide a spectacular visual encounter with the content.

By incorporating the Waukegan Bar Group’s vision with the sophisticated design options of Squarespace templates, the team at Strategy Driven Marketing was able to create a trio of aesthetically eye-catching and easily navigated websites that capture the unique vibe of each establishment.