Range USA’s 50th Store Grand Opening in Chester, VA

Our Briefing

Range USA celebrated a major milestone with the opening of its 50th store in Chester, Virginia on October 17, 2025. The achievement reflected Range USA’s commitment to safe, responsible firearm ownership and nationwide training.

The campaign centered on spotlighting this milestone, driving local awareness and increasing event attendance for the grand opening event, and strengthening long-term community engagement.

Through a strategic mix of public relations and content creation, the campaign successfully amplified awareness of the 50th Grand Opening – reinforcing Range USA’s dedication to education and safety, highlighting its role as a trusted community partner, and positioning the brand for continued growth in a new market.

CAMPAIGN OBJECTIVES

A targeted PR strategy was implemented to maximize local awareness and drive event attendance, while amplifying Range USA’s broader expansion through engagement with both local and industry media.

The PR team conducted outreach to outdoor and industry media to secure coverage of both the grand opening and Range USA’s ongoing growth using proactive pitches to select media and distributing three press releases to both local and outdoor industry media over a two-month period:

  • The first press release announced Range USA’s Grand Opening ahead of the event
  • The second press release recapped and celebrated the milestone
  • The last release focused on Range USA’s future growth and expansion, following a month after the opening

The content team also supported the 50th Grand Opening with high quality content. In the first week of October, the team executed a content capture to produce content to promote the official grand opening. The team was on site for the October 17 to capture and announce the milestone.

The content team produced still and video assets for use across Range USA’s social media and newsletters, as well as for media outlets to utilize when supporting the announcement, including:

  • Grand opening announcement video
  • Teaser reels for social media
  • Still images for the grand opening announcement
  • 50th store highlight video
  • Grand opening highlight reels for social media
  • On-site still images from opening day
Moultrie EDGE 3 Cellular Trail Camera front view with HD lens and compact design as well as another moultrie edge 3 cellular trail camera with side angle view of it

The Results

“The store was packed throughout the weekend. We appreciate everyone who attended and made the grand opening of our 50th location such a special event,” said Tom Willingham, founder and CEO of Range USA. “The turnout in Chester this weekend was an incredible reminder of our mission’s impact. We appreciate the support that has gotten us to this point, and we are excited to continue serving as a welcoming environment to shooters of all levels.”

Range USA’s 50th Grand Opening announcement and ongoing expansion and growth were covered in 17 articles, saw nearly 4 million impressions and reached nearly $150,000 in ad equivalency.

Outdoor Media

North American Whitetail logo featured in coverage of a major rifle campaign executed by an outdoor-focused marketing agency.
NRA publication american hunter
North American Whitetail logo featured in coverage of a major rifle campaign executed by an outdoor-focused marketing agency.
North American Whitetail logo featured in coverage of a major rifle campaign executed by an outdoor-focused marketing agency.

 

Local Media

North American Whitetail logo featured in coverage of a major rifle campaign executed by an outdoor-focused marketing agency.
NRA publication american hunter
North American Whitetail logo featured in coverage of a major rifle campaign executed by an outdoor-focused marketing agency.

The conclusion

Range USA’s 50th Grand Opening had an immediate impact within its local community and across the firearm industry. Pre-opening efforts built awareness and anticipation, resulting in strong event attendance. The post-opening efforts sustained momentum, reinforcing Range USA’s continued expansion and long-term vision.

The campaign successfully celebrated a major milestone, while also more broadly strengthened Range USA’s position as a leader in firearm safety, education, and community engagement.