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Destiny team uses social media to announce new tenant: Toby Keith's I Love This Bar and Grill

Through the glass wall of the Destiny expansion, Hiawatha Boulevard and the North Side of Syracuse are visible.

Through the glass wall of the Destiny expansion, Hiawatha Boulevard and the North Side of Syracuse are visible. Photo by Ami Olson.

— The announcement came at noon today, via Facebook posts and tweets: the newest tenant to be named to the Destiny USA roster is Toby Keith's I Love This Bar and Grill, a country-style, sit-down restaurant.

The Destiny team released news last week that it would release the big news at noon Tuesday, Oct. 18, on its Facebook and Twitter accounts. The company said it had chosen social media exclusively to announce which stores shoppers could expect to see in the Destiny expansion, so the news would come directly from Destiny to the community.

“The decision to use social media as an outlet for store announcements stems from the overwhelming popularity of social media and our ability to reach out to the community in a space that creates dialogue and fosters feedback,” said Destiny USA team member David Aitken. “We want to interact with people because in the end it’s about creating the best consumer experience that we can.”

He added that the project’s ramped up social media presence is in line with the decision to offer public tours of the project to the public.

Response to today's announcement was varied on Facebook, where by 1 p.m. the "big reveal" post had already garnered 37 "likes" and 28 comments, along with multiple shares by other Facebook users.

The Destiny USA Facebook page is barely a month old, but has been steadily active with photos and videos of construction and information about the expansion.

After an eight-month gap in activity on Twitter, the @DestinyUSA account has started churning out 140-character updates and news items, too.

The Destiny team has not released the details of the next tenant announcement.

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