2012 jan trw review

8/2/2019 2012 Jan TRW Review

1/15

Triangle Restaurant Week

January 2012

a celebration of culinary excellence

Project Review

produced by


2/15

Triangle Restaurant Week :: presented by blvd.tv :: a celebration of culinary excellence

2

`

Purpose

The purpose of this document is to provide anunfiltered view of the marketing, design, promotionaland management activities for the Triangles 4thRestaurant Week. We believe the details belowprovide our strategic partners and sponsors with aclear representation of the efforts and feedback as itrelates to Triangle Restaurant Week. This documentalso serves as the basis for next years Triangle-wideRestaurant Week.

Summary

Triangle Restaurant Week offers a unique celebrationof culinary tourism in the Triangle during January 23rd

29

th

. Restaurant week consists of restaurantsoffering specially selected 3-course lunch & dinnermenus at pre-fixed price points of $15.00 and $20 or$30 respectively (* Excluding tax, gratuity, &beverages). Restaurant week has been a proventradition amongst many major cities includingDenver, New York, Washington DC, and San Diego toname a few.

The winter dates align with Restaurant WeekCalendars across the country. The term TriangleRestaurant Week was chosen to bring this event to

the entire Triangle. This years event broughttogether 82 restaurants throughout the Triangleincluding Durham, Chapel Hill, Apex, Cary, andRaleigh.

Mission

Organize Triangle Restaurant Week in order tostimulate and encourage patrons to experience theculinary alternatives the Triangle has to offer.

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5

Promotional Activities 8

Web Analytics 9

Reservations 10

Participation Feedback 11

Project Costs 13

Press Recap 14

Triangle Blvd continues in itspursuit to attract even more

restaurants across the Triangle,

including establishments in

Cary, Wake Forest, Morrisville,

Apex and Fuquay-Varina, to

build a truly authentic

representation of what the

areas chefs have to offer.

-Fuquay-Varina Independent


3/15


3

Overall Scope

Geography: Raleigh, Durham, Chapel-Hill regionDates: January 23rd 29thMarket Audience: Young to Middle-Age Professionals

CouplesFoodies

Sponsors: Medium to Large Corporations

Participating Sponsors

Host / Title Sponsor

Blvd.TV / Triangle Blvd - new media services

Key Sponsors

Access BlvdO2 FitnessPepsi Bottling VenturesTime Warner CableUS Food Service - distribution servicesWells Fargo Marbles Imax Theatre

Media / Network Partners

AT&TAmerican ExpressABC-11Chapel Hill Convention and Visitors BureauDowntownDurham.comDowntown Raleigh AllianceDurham Convention and Visitors BureauGreater Raleigh Convention and Visitors BureauLiveWorkPlay

OpenTable.comTaste CarolinaYelp.com

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5


Web Analytics 9

Reservations 10


Project Costs 13

Press Recap 14

Grab your cell phone and startmaking dinner reservations,


returns!

-The News & Observer


4/15


4

Key Deliverables / Benefits

1. TriRestaurantWeek.com2. Restaurant Week Event Details / Registration3. Participating Restaurants

a. Linksb. Mapsc. Reservations

4. Sponsorship Exposure5. Other Event Details6. Contact Information7. Promotional Activities

a. Email Marketing Campaignb. Social Networkingc. Blogging / Twitterd. Print Flyerse. Posters

8. Exposurea. Direct Exposure

i. Flyersii. Postersiii. Websiteiv. Emailv. Blogsvi. News articles

vii. Publicationsviii. Press Releases

b. Indirect Exposurei. Word-of-Mouthii. Brand Recognition / Awareness

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5


Web Analytics 9

Reservations 10


Project Costs 13

Press Recap 14

The arrival of Triangle

Restaurant Week gives you a

great opportunity to get out

and taste the special menus that

some of our areas best eateries

are offering.

-goTriangle


5/15


5

Participating RestaurantsThe following restaurants participated in the TriangleRestaurant Week January 2012

1 18 Seaboard

2 411 West3 518 West4 605 at West Village5 Battistellas6 Blu Seafood and Bar7 Buku8 Caf Tiramisu9 Caffe Luna

10 Cameron Bar & Grill11 Cantina South12 Capital Club 1613 Carolina Brewery14 Carolina Brewery and Grill15 Chamas Churrascaria16 Coquette17 Dos Perros18 Draft Carolina Burgers & Beers19 East End Oyster Bar20 Fairview Dining Room21 Five Star22 Flemings Prime Steakhouse & Wine Bar23 Flights at Renaissance Hotel24 Four Square

25 Fraziers26 G2B27 Girasole Trattoria28 Gravy29 Gregorias Kitchen & Steakhouse30 Guglhupf Cafe31 Il Palio Restaurant32 Inchins Bamboo Garden33 Irregardless Cafe34 Jibarra35 Jujube36 Kildares Irish Pub37 La Volta Ristorante and Bar38 Lucky 3239 Mambo Italiano40 Mantra Indian Cuisine & Bar

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5


Web Analytics 9

Reservations 10


Project Costs 13

Press Recap 14

This is what TRW is all about:

branching out and discovering

more of the excellent

restaurants and food we have

here in the Triangle.

-The Vegetarian Durhamite


6/15


6

41 Maximillians Grill42 McCormick & Schmicks43 Metro 844 Mez45 Mia Francesca

46 Midtown Grille47 Mos Diner48 Mura at North Hills49 Napper Tandys50 Nofo51 One Restaurant52 Parizade53 Piazza Italia54 Piedmont Restaurant55 Porters Tavern56 Posta Tuscan Grille

57 Prime Smokehouse58 Reys Restaurant59 Rockfish60 Ruths Chris Steak House (Cary)61 Ruths Chris Steak House (Durham)62 Ruths Chris Steak House (Raleigh)63 Saffron64 Sitti65 Six Plates Winebar66 Solas67 Sono68 Spice Street

69 Squids70 Sullivans71 The Big Easy (Raleigh)72 The Big Easy (Cary)73 The Melting Pot (Durham)74 The Melting Pot (Raleigh)75 The Mint76 The Oxford77 The Pit78 The Raleigh Times79 The Twisted Fork

80 Tribeca Tavern81 Tribeca Tavern Falls82 Tuscan Blu

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5


Web Analytics 9

Reservations 10


Project Costs 13

Press Recap 14

This is a great time to try out

some places you havent been

yet or revisit old favorites! So

let your inner foodie run wild,explore, and experience the

Triangle dining scene to the

fullest!

-visitRaleigh


7/15


7

83 Vin Rouge84 Vita85 Vivace86 Watts Grocery87 Weathervane88 Zely & Ritz

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5


Web Analytics 9

Reservations 10


Project Costs 13

Press Recap 14

How often are you able to

indulge in everything from

butternut squash ravioliandbread pudding with a bourbon

caramel sauce without

breaking the bank?

-Chapel Hill Magazine


8/15


8

Promotional Activities

This years promotional activities consistedof a varied array of promotional activities

including a cocktail kickoff event for ourmedia partners.

Our online campaign included traditionalemail marketing and event notificationsposted through known event consolidationchannels.

In efforts to drive Facebook Fans andfurther engage users, we gave away a$1500 gift certificate to American Express.

As a result our fan page has grown from1,500 fans to 4,500 fans over the 6 monthscampaign.

For a full recap of media placementgarnered for this event, please see themedia recap at the end of this document.

Triangle Restaurant

Weekis a week of great

savings on incredible three-

course meals. It happens

twice a year and should

not be missed.

-Southern Part of Heaven

An event that has raised

Greater Raleighs profile as a

spectacular culinary

destination in years past,

TRW is back in 2012.

Embark on an adventure

your taste buds will not soonforget.

-visitRaleigh

Its TRW again! The

chance to dine at your

favorite restaurants (while

discovering some new

favorites) continues.

-Durham Magazine


9/15


9

Web Analytics - summary

Page Views

774, 302


10/15


10

Contents

Purpose 2

Summary

Mission

Overall Scope 3

Sponsors

Key Deliverables 4

Participating

Restaurants

5


Web Analytics 9

Reservations 10


Project Costs 13

Press Recap 14

Keep it up! Its a greatopportunity to try new places

that maybe you wouldntordinarily try because of the

expense.

-Anonymous Participant

via online survey

Reservations summary

Restaurants using Open Table = 64

Duration (days) = 7

Dinner price = $20-$30

Avg. party size = 2.8

TRW Open Table ResultsJan 23-29, 2012

OnlineReservations

OnlineCovers

Avg. per day 279 778

Avg. per restaurant 30 85

Total 1950 5445

Estimated Restaurant Revenue*

$136,125

*using $25 average meal price


11/15


11

1. GenderMale 23%Female 77%

2. Age Range< 21 0%21-29 26%30-39 32%

40-49 20%50-59 13%60+ 9%

3. Had heard about Triangle Restaurant Week prior to the event?Yes 93%No 7%

4. How did you hear about Restaurant Week?Email Newsletter/Online Source 38.5%Word-of-Mouth 44.8%Facebook 41.7%

News Article 11.5%Flyers 4.2%Posters 6.3%Blog Site 5.2%Radio 2.1%Television 5.2%

5. Would you participate in Restaurant Week again?Yes 93%No 0%Maybe 7%

6. How many restaurants did you visit as part of the promotion?One 40.6%Two 37.5%Three 11.5%Four 7.3%Five 1%Six and above 2.1%

Participation Feedback

Our participation feedback was based on a survey of all those whovesigned up for our newsletter.

The following sample set is based on 149 members whove attendedTriangle Restaurant Week. Our survey summary is listed below:


12/15


12

7. Did you visit a restaurant in another city outside of your own?

Yes 38.8%No 61.2%

8. Did you try a new restaurant?Yes 76.8%

No 23.2%

9. Were you satisfied with the price points?

Yes 90.8%

No 9.2%

Top 10 Lessons Learned For Next TRW*

1. Be creative with your menu and pay attention to quality.2. Offer more $20 dinner options3. Complete list of menus available well before the event goes live4. The three-course menu offering should reflect considerable savingsversus menu a la carte pricing5. Ban restaurants for one year who registered and did not meet eventrequirements6. Menus with accompanying drink pairings7. Restaurants should ensure that all staff is aware of participation inTRW and the details that are involved

8. Option for diners to receive salad in lieu of dessert9. More vegetarian options10. Increase length of event to two weeks

*All lessons learned based off of customer comments collected inpost-TRW survey


13/15


13

Project Costs

TRW 2012 Working Hrs Summary

Raleigh, Durham, Chapel Hill, Cary, Apex

# Resources Cost/Hr Hrs/wk Wks Totals

Project Management 1 $95 40 10 $38,000

Video Development 1 $90 20 10 $18,000

Web Development 1 $90 30 10 $26,000

Print Development 1 $50 10 10 $5,000

Program Manager 1 $50 20 10 $10,000

PR 1 $50 10 10 $5,000

Street Team / Promotions 6 $20 3 3 $1,080

$103,080


14/15


14

Selected Press Recap

Durham Magazine

Eat Your Heart Out

The News & Observer

Triangle Restaurant Week Returns

The Herald Sun

Triangle Restaurant Week starts today

NBC17

Triangle Restaurant Week: Solas (video)

Triangle Restaurant Week: Battistellas (video)

visitRaleigh

2012 Triangle Restaurant Week


The Vegetarian Durhamite

Triangle Restaurant Week: Piazza Italia

Your Vegetarian Guide to the Triangle

Raleigh Citizen


The Examiner

Triangle Restaurant Week Starts Tomorrow

Eat2WinRaleigh

Triangle Restaurant Week 2012

GoTriangle

Best Bets by Bus: Triangle Restaurant Week
http://www.durhammag.com/blogs/durham-magazine-blog/eat-your-heart-outhttp://www.durhammag.com/blogs/durham-magazine-blog/eat-your-heart-outhttp://blogs.newsobserver.com/food/triangle-restaurant-week-returns-starting-jan-23http://blogs.newsobserver.com/food/triangle-restaurant-week-returns-starting-jan-23http://blogs.newsobserver.com/food/triangle-restaurant-week-returns-starting-jan-23http://blogs.newsobserver.com/food/triangle-restaurant-week-returns-starting-jan-23http://www.heraldsun.com/view/full_story/7449078/article-Triangle-Restaurant-Week-starts-todayhttp://www.heraldsun.com/view/full_story/7449078/article-Triangle-Restaurant-Week-starts-todayhttp://www.heraldsun.com/view/full_story/7449078/article-Triangle-Restaurant-Week-starts-todayhttp://www.heraldsun.com/view/full_story/7449078/article-Triangle-Restaurant-Week-starts-todayhttp://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-solas-vi-39964/http://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-solas-vi-39964/http://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-solas-vi-39964/http://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-battistellas-vi-39965/http://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-battistellas-vi-39965/http://www.visitraleigh.com/visitors/event.details.php?id=19620http://www.visitraleigh.com/visitors/event.details.php?id=19620http://blog.visitraleigh.com/?p=2161http://blog.visitraleigh.com/?p=2161http://www.thevegetariandurhamite.com/2012/01/triangle-restaurant-week-piazza-italia.htmlhttp://www.thevegetariandurhamite.com/2012/01/triangle-restaurant-week-piazza-italia.htmlhttp://www.thevegetariandurhamite.com/2012/01/triangle-restaurant-week-piazza-italia.htmlhttp://www.thevegetariandurhamite.com/2012/01/triangle-restaurant-week-piazza-italia.htmlhttp://www.thevegetariandurhamite.com/2012/01/your-vegetarian-guide-to-triangle.htmlhttp://www.thevegetariandurhamite.com/2012/01/your-vegetarian-guide-to-triangle.htmlhttp://raleighcitizen.com/event/triangle-restaurant-week/http://raleighcitizen.com/event/triangle-restaurant-week/http://www.examiner.com/restaurant-in-raleigh/triangle-restaurant-week-starts-tomorrow-3http://www.examiner.com/restaurant-in-raleigh/triangle-restaurant-week-starts-tomorrow-3http://www.examiner.com/restaurant-in-raleigh/triangle-restaurant-week-starts-tomorrow-3http://www.examiner.com/restaurant-in-raleigh/triangle-restaurant-week-starts-tomorrow-3http://eat2winraleigh.com/triangle-restaurant-week-menus-2012/http://eat2winraleigh.com/triangle-restaurant-week-menus-2012/http://gotriangle.wordpress.com/2012/01/23/best-bets-by-bus-triangle-restaurant-week-jan-23-29/http://gotriangle.wordpress.com/2012/01/23/best-bets-by-bus-triangle-restaurant-week-jan-23-29/http://gotriangle.wordpress.com/2012/01/23/best-bets-by-bus-triangle-restaurant-week-jan-23-29/http://eat2winraleigh.com/triangle-restaurant-week-menus-2012/http://www.examiner.com/restaurant-in-raleigh/triangle-restaurant-week-starts-tomorrow-3http://raleighcitizen.com/event/triangle-restaurant-week/http://www.thevegetariandurhamite.com/2012/01/your-vegetarian-guide-to-triangle.htmlhttp://www.thevegetariandurhamite.com/2012/01/triangle-restaurant-week-piazza-italia.htmlhttp://blog.visitraleigh.com/?p=2161http://www.visitraleigh.com/visitors/event.details.php?id=19620http://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-battistellas-vi-39965/http://www2.nbc17.com/lifestyles/my-carolina-today/2012/jan/23/triangle-restaurant-week-solas-vi-39964/http://www.heraldsun.com/view/full_story/7449078/article-Triangle-Restaurant-Week-starts-todayhttp://blogs.newsobserver.com/food/triangle-restaurant-week-returns-starting-jan-23http://www.durhammag.com/blogs/durham-magazine-blog/eat-your-heart-out


15/15


Chapel Hill Magazine


Alexan Garrett North Hills


WRAL


Independent Weekly

Videri Chocolate Factory Blood Bones and ButterTriangle Restaurant Week

Discovering the Southern Part of Heaven


Go Downtown Raleigh


Triangle Apartment Association

Upcoming: Triangle Restaurant Week

Hooray for Off Weekends

http://gotriangle.wordpress.com/2012/01/23/best-bets-by-bus-triangle-restaurant-week-jan-23-29/http://gotriangle.wordpress.com/2012/01/23/best-bets-by-bus-triangle-restaurant-week-jan-23-29/http://gotriangle.wordpress.com/2012/01/23/best-bets-by-bus-triangle-restaurant-week-jan-23-29/http://www.chapelhillmagazine.com/blogs/chapel-hill-magazine-blog/triangle-restaurant-weekhttp://www.chapelhillmagazine.com/blogs/chapel-hill-magazine-blog/triangle-restaurant-weekhttp://alexannorthhillsblog.com/food/triangle-restaurant-week-2012/http://alexannorthhillsblog.com/food/triangle-restaurant-week-2012/http://www.wral.com/5onyourside/blogpost/10614554/http://www.wral.com/5onyourside/blogpost/10614554/http://www.indyweek.com/indyweek/videri-chocolate-factory-blood-bones-and-butter-triangle-restaurant-week/Content?oid=2743591http://www.indyweek.com/indyweek/videri-chocolate-factory-blood-bones-and-butter-triangle-restaurant-week/Content?oid=2743591http://www.indyweek.com/indyweek/videri-chocolate-factory-blood-bones-and-butter-triangle-restaurant-week/Content?oid=2743591http://www.indyweek.com/indyweek/videri-chocolate-factory-blood-bones-and-butter-triangle-restaurant-week/Content?oid=2743591http://www.southernpartheaven.com/2012/01/triangle-restaurant-week-january-23-29.htmlhttp://www.southernpartheaven.com/2012/01/triangle-restaurant-week-january-23-29.htmlhttp://www.godowntownraleigh.com/event/triangle-restaurant-week4http://www.godowntownraleigh.com/event/triangle-restaurant-week4http://blog.triangleaptassn.org/featured/upcoming-triangle-restaurant-week-2012/http://blog.triangleaptassn.org/featured/upcoming-triangle-restaurant-week-2012/http://hoorayforoffweekends.com/2012/01/25/triangle-restaurant-week/http://hoorayforoffweekends.com/2012/01/25/triangle-restaurant-week/http://hoorayforoffweekends.com/2012/01/25/triangle-restaurant-week/http://blog.triangleaptassn.org/featured/upcoming-triangle-restaurant-week-2012/http://www.godowntownraleigh.com/event/triangle-restaurant-week4http://www.southernpartheaven.com/2012/01/triangle-restaurant-week-january-23-29.htmlhttp://www.indyweek.com/indyweek/videri-chocolate-factory-blood-bones-and-butter-triangle-restaurant-week/Content?oid=2743591http://www.indyweek.com/indyweek/videri-chocolate-factory-blood-bones-and-butter-triangle-restaurant-week/Content?oid=2743591http://www.wral.com/5onyourside/blogpost/10614554/http://alexannorthhillsblog.com/food/triangle-restaurant-week-2012/http://www.chapelhillmagazine.com/blogs/chapel-hill-magazine-blog/triangle-restaurant-week

2012 jan trw review

Documents