Cracker Barrel Old Country Store is taking a step beyond the kitchen to promote a 2005 tour by Grammy award-winning artists Alison Krauss and Union Station through a new sponsorship.
The Lonely Runs Both Ways tour kicks off Jan. 12 in Chattanooga, TN, and will include east coast visits to Baltimore, MD, Birmingham, AL, Columbia, SC, Greensboro, NC, Knoxville, TN, and Tallahassee, FL.
“Alison Krauss and Union Station’s music provides a strong connection between country music’s past and present,” said Chris Tomasso, Cracker Barrel’s VP-marketing, in a statement. “Like Cracker Barrel, the group’s style is a relevant and appealing blend of heritage and authenticity not commonly seen or heard. We believe this partnership with Alison Krauss and Union Station will provide a number of opportunities for our guests to appreciate this wonderful American music in the months to come.”
As part of the promotion, the band will perform four times at the Grand Ole Opry in Nashville. This year, Cracker Barrel became the first presenting sponsor in the 79-year history of the Grand Ole Opry as part of a multi-year agreement.
Internet, on-site marketing and in-venue signage materials will support the promotion.
Tomasso formed the new partnership with Denise Stiff, who represents Alison Krauss through Nashville-based DS Management, Cracker Barrel Spokesman Jim Taylor said.
Cracker Barrel Old Country Store operates 514 company-owned outlets in 41 states. Cracker Barrel is modeled after a 1900-era country store with antiques, old photographs and a wood-burning fireplace. The chain sells more than more than 2,700 gift items in its retail country store.
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