apnba june 2008 conference perkins

Hollywood’s “Burger Battle” Hollywood’s “Burger Battle” --Creativity and Community ProjectsCreativity and Community ProjectsCreativity and Community ProjectsCreativity and Community Projects

John PerkinsJohn PerkinsHollywood BoostersHollywood Boostersyy

APNBA Business District Association Conference – June, 2008 1

Presentation OutlinePresentation Outline

CreativityCreativityUnexpected Solution; Problem Focus; NoUnexpected Solution; Problem Focus; No--Self CensoringSelf Censoring

Hollywood’s 2007 problemHollywood’s 2007 problemSolution: Burger Battle 2007!Solution: Burger Battle 2007!Challenges: What’s a Burger Battle anyway?Challenges: What’s a Burger Battle anyway?Relishing the resultsRelishing the resultsLessons learnedLessons learnedBurger Battle 2008!Burger Battle 2008!


Hollywood’s 2007 ProblemHollywood’s 2007 Problemyy

Sandy Blvd. sewer upgrade &Sandy Blvd. sewer upgrade & street street y pgy pgimprovementsimprovements

Reduced foot trafficReduced foot trafficReduced foot trafficReduced foot trafficReduced car tripsReduced car tripsPerception of inaccessibilityPerception of inaccessibilityPerception of inaccessibilityPerception of inaccessibility

Mark Lindsay’s Rock & Roll CaféMark Lindsay’s Rock & Roll CaféAll the “buzz”All the “buzz”All the buzzAll the buzz


SolutionsSolutionsSolutionsSolutions

Booster adBooster ad--hoc committeehoc committeeBooster adBooster ad hoc committeehoc committeeAdAd--hoc retailer grouphoc retailer groupS t d Thi d Th dS t d Thi d Th dSynergy created Third ThursdaySynergy created Third ThursdayRestaurants needed helpRestaurants needed helpBurger Battle 2007!Burger Battle 2007!


ChallengesChallenges

Never been done beforeNever been done beforeSmall staff & short time frameSmall staff & short time frameWhat’s a Burger Battle?What’s a Burger Battle?What s a Burger Battle?What s a Burger Battle?

Who has the best burger?Who has the best burger?How does a small restaurant compete with aHow does a small restaurant compete with aHow does a small restaurant compete with a How does a small restaurant compete with a large one?large one?What does a customer do to enter?What does a customer do to enter?What does a customer do to enter?What does a customer do to enter?

How do we get the word out?How do we get the word out?


This is a Burger Battle This is a Burger Battle -- 11October 2007October 200710 Hollywood restaurants10 Hollywood restaurants10 Hollywood restaurants10 Hollywood restaurants

$50 entry fee$50 entry fee25 prizes from Hollywood businesses25 prizes from Hollywood businesses25 prizes from Hollywood businesses25 prizes from Hollywood businesses

Underwritten 50% by BoostersUnderwritten 50% by BoostersBallotBallotBallotBallot

Buy a burger, get a ballotBuy a burger, get a ballotPassportPassportPassportPassport

Buy a burger at each restaurantBuy a burger at each restaurant


This is a Burger Battle This is a Burger Battle -- 22gg

Getting the Word Out:Getting the Word Out:Getting the Word Out:Getting the Word Out:Ad: expensiveAd: expensiveArticles: Hollywood StarArticles: Hollywood StarArticles: Hollywood StarArticles: Hollywood StarPress releasesPress releases

Print mediaPrint mediaPrint mediaPrint mediaRadioRadio


This is a Burger Battle This is a Burger Battle -- 33gg

Customer prizesCustomer prizesCustomer prizesCustomer prizesRandom ballot drawing for giftsRandom ballot drawing for giftsGrand prize drawing forGrand prize drawing forGrand prize drawing for Grand prize drawing for passportspassports

Restaurant prizesRestaurant prizesppMost ballotsMost ballotsMost ballots per seating capacityMost ballots per seating capacityPassport winnerPassport winner


Relishing the ResultsRelishing the Results

1000’s of ballots, dozens of 1000’s of ballots, dozens of passportspassportspassportspassportsPositive energy!Positive energy!

N tN tNew customersNew customersNew places tried by old New places tried by old “Hollywood“Hollywood--itesites””HollywoodHollywood itesitesTwo winning restaurantsTwo winning restaurants

Hollywood Star articlesHollywood Star articlesHollywood Star articlesHollywood Star articlesIncreased businessIncreased business


Lessons LearnedLessons LearnedLessons LearnedLessons Learned

10 is a lot of burgers in one month!10 is a lot of burgers in one month!10 is a lot of burgers in one month!10 is a lot of burgers in one month!Most per seating capacity? Huh?Most per seating capacity? Huh?L /B /R t t d f iliL /B /R t t d f iliLounge/Bar/Restaurants and familiesLounge/Bar/Restaurants and familiesRestaurant levels of participationRestaurant levels of participationCommunicationCommunicationEvery burger is somebody’s favorite!Every burger is somebody’s favorite!Every burger is somebody s favorite!Every burger is somebody s favorite!


Burger Battle 2008!Burger Battle 2008!gg

KickKick--off eventoff eventMidMid--September event extends battleSeptember event extends battleEarned media opportunityEarned media opportunity

Buy a burger, get a ballotBuy a burger, get a ballotPassport validation extraPassport validation extraPassport validation extraPassport validation extraKid’s passportKid’s passport

Early communicationEarly communicationEarly communicationEarly communicationSingle point of contactSingle point of contact


Burger Battle 2008!Burger Battle 2008!Burger Battle 2008!Burger Battle 2008!

PrizesPrizesPrizesPrizesHollywood’s favorite burger (most ballots)Hollywood’s favorite burger (most ballots)Hollywood’s best burger (most passports)Hollywood’s best burger (most passports)Hollywood s best burger (most passports)Hollywood s best burger (most passports)Kid’s favorite (most kid’s passports)Kid’s favorite (most kid’s passports)

B t ittB t ittBooster committeeBooster committee
