PowerPoint Presentation - Downtown Delray Beach...Pizza, Max’s Harvest, Mellow Mushroom, N2 Wine...
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file:///.file/id=732970 7.3708134 Restaurant Week 2016 PROJECT SUMMARY
Transcript of PowerPoint Presentation - Downtown Delray Beach...Pizza, Max’s Harvest, Mellow Mushroom, N2 Wine...
file:///.file/id=7329707.3708134
Restaurant Week 2016 PROJECT SUMMARY
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RW 2016 PROJECT RECAP
Mission
To showcase the diverse dining scene & wide-
array of culinary experiences in Downtown Delray
Beach and to increase visitation Downtown during
the summer season (specifically August) – a
tropical and leisurely time of year in South Florida
Table of Contents: Restaurant Participation
Charity Partner
Creative
Media Exposure
Public Relations
In-kind Promotions (Partners)
Photography
Testimonials
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RESTAURANT PARTICIPATION
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RW 2016 RESTAURANT PARTICIPATION
30 RESTAURANTS 21 Full-service restaurants
9 Juice bars, cafes, pizza shops, etc.
Participating Restaurants:
32East, 50 Ocean, Atlantic Grille, Big Al’s Steaks, Brule Bistro, Caffe Luna
Rosa, Caffe Martier, CENA, City Oyster, DADA, Deck84, Eat Market,
Farmhouse Kitchen, HONEY, JuiceBuzz, Juice Papi, Luigi’s Coal Oven
Pizza, Max’s Harvest, Mellow Mushroom, N2 Wine Bar, Pizza Rustica,
PRIME, Racks’ Fish House + Oyster Bar, SALT7, SMOKE BBQ, The Office,
The Old Arcade, Tryst, Vic & Angelo’s, Windy City Pizza
11 Culinary Events
Two Pizza Making Classes, Two Wine Tasting Classes, a Bourbon
Tasting, a Barrel of Monks Beer & Dinner Pairing, a Sushi Rolling
Class, Two Craft Cocktail Classes, a Juicing Class & a Whiskey
101 Class
10 $10 & Under Dine Out Deals
8 Three-Course Prix Fixe Lunch Offers
19 Three-Course Prix Fixe Dinner Offers
SP
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Charity Partner Healthy Bellies
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RW 2016 RESTAURANT PARTICIPATION
Healthy Bellies
In lieu of a participation fee, participating
restaurants were strongly encouraged to
donate $100 to Charity Partner, Healthy
Bellies
Healthy Bellies, a program of the
Achievement Center, was founded by DADA
Executive Chef, Bruce Feingold. Healthy
Bellies is committed to community outreach
and education focusing on nutrition for under-
privileged children & families in Delray Beach
$3,000 was raised for the Charity
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CREATIVE ART & MARKETING ASSETS
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RW 2016 CREATIVE
Print Marketing Assets
5 x 7” Postcards/Flyers For participating restaurants and other Downtown
merchants, hotel concierge desks, community partner
organizations, etc. to distribute to their visitors &
customers
11 x 17” Posters For participating restaurants, Downtown Visitor
Information Centers, merchants etc. to display in their
windows
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RW 2016 CREATIVE
DIGITAL MARKETING
ASSETS
Provided digital marketing assets to all participating
restaurants, sponsors, and community partners to use on
their websites, blogs, social channels & in their email
marketing campaigns
Restaurant Week logo
Promotional imagery with program logo
Digital version of postcard & poster creative
Video link to :30 promotional video
Creative for Hashtag promotion with promotional copy
to use in their social posts
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RW 2016 CREATIVE
WEBSITE
Created Dine Out Downtown Delray – Restaurant
Week landing page on the Downtown Delray
Beach
website:DowntownDelrayBeach.com/Restau
rantWeek
Received 22,368 page views from June 8
(landing page launch date) through August 7, 2016,
surpassing the total number of page views that the
Delray Beach 4th of July event page received
(roughly 16,000 page views) on the Downtown
Delray Beach website
WE
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RW 2016
OPENTABLE
PARTNERSHIP
Partnered with OpenTable Created a Dine Out Downtown Delray Restaurant Week
Landing page on the OpenTable Website that showcased our participating restaurants that also work with/use OpenTable for online bookings (13 participating restaurants were showcased)
OpenTable distributed a dedicated eBlast for Dine Out Downtown Delray to its Palm Beach County subscriber-base (76,000 subscribers)
The OpenTable logo was displayed on our event landing
page (DowntownDelrayBeach.com/RestaurantWeek) with a link to the Dine Out Downtown Delray landing page on the OpenTable website to track online bookings
Total # of online reservations tracked through OpenTable (for these 13 restaurants only): 179 (totaling 496 Covers), Estimated Income: $16,655 (not including beverage/alcohol sales & based on $20pp lunches & $35pp dinner prices)
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HIP
Dedicated eBlast sent to Palm Beach County OpenTable
subscribers (76,000)
Landing Page on OpenTable Website
OpenTable Logo On
DowntownDelrayBeach.com/RestaurantWeek
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HIP
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MEDIA MARKETING & ADVERTISING
EXPOSURE
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RW 2016 CREATIVE
PRINT ADVERTISING
Sun Sentinel
Placed in the FOOD & COMMUNITY sections
at the end of July
Delray Newspaper
Full page ads in the July & August issues
Miami Magazine
Half page ad in the July/August issue
PR
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RW 2016 CREATIVE
EMAIL MARKETING Sun Sentinel eBlast
Dedicated eBlast to 20,000 e-subscribers, Drop date:
Thursday, July 28th
BocaMag.com eBlast
Dedicated eBlast to approx. 5,500 subscribers, Drop
date: Tuesday, July 26th
MiamiMag.com e-Newsletter
“Now in” newsletter Leaderboard banner ad sent to
24,879 subscribers, Drop dates: July 28th and August 2nd
OpenTable eBlast
Dedicated eBlast sent to 76,000 Palm Beach County
subscribers. Drop date: Aug. 1st
Downtown Delray Beach (DDA) email list
Dedicated eBlast to 6,000 + subscribers, Deployed 3
times
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Dedicated eBlasts Banner Leaderboard Ad in eNewsletter
RW 2016 MEDIA EXPOSURE
VIDEO & TV Created a 30 second Restaurant Week
commercial that aired: on:
TV (Comcast network): 644 times on
myriad of networks between 7/11/16
and 8/7/2016
YouTube (1,270 views)
Restaurant Week landing page on
DDA website & in DDA dedicated
eBlasts
Social Media
PR initiatives
Click here to view the video.
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RW 2016 MEDIA EXPOSURE
SOCIAL MEDIA
Promoted Restaurant Week event details, offers,
and the participating restaurants on:
Facebook: facebook.com/DelrayDDA –
55,000+ “likes”
Instagram: @downtowndelray - 2,200
followers
Twitter: @DelrayDDA – 1,880 followers
YouTube
RW 2016 MEDIA EXPOSURE
Event Page:
Paid Reach: Facebook ad promoting
the Restaurant Week Facebook Event
Page reached over 25,000 people,
interested in foodie—dining—eating
out—as well as several other food and
dining relating phrases within 25 miles
of Delray Beach
Total Reach: Within this initial boost of
advertising, our event reached a total of
84,000 people in the surrounding area,
with 8,500 specifically coming to view
the event page
RW 2016 MEDIA EXPOSURE
FACEBOOK Promotional Posts ($0)
Restaurant Week Promotions began in July with multiple
posts that received thousands of views each
Boosted Posts & Ads ($$)
promoting the culinary events, video, hashtag promotion
and Facebook event page
Video Posts:
Our first post of the Restaurant Week video was
featured on July 27th and reached over:
7,500 people
2,700 watches (100%)
The second post of the same video was posted on
August 5tth and received:
2,000 additional views
Total post reach for Restaurant Week (before &
during the event) was: 249,017
Organic reach: 113,876 + Paid reach: 135,141
RW 2016 MEDIA EXPOSURE
SOCIAL SWEEPSTAKES
#DineOutDelray
Restaurant Week attendees had the opportunity to
enter to win $300 worth of Downtown
dining gift cards by using #DineOutDelray
on Facebook or Instagram during Restaurant
week. To qualify, the guest had to post a food or
friend photo from restaurant week and tag the
(participating) restaurant
The goal of this promotion was to encourage
user-generated content that promoted our
participating restaurants as well as the week-long
program, while also capturing and sharing the
Restaurant Week experience
#D
ine
OutD
elray S
weepsta
kes
#D
ineO
utD
elray
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Customers’ #DineOutDelray Posts (sample)
#D
ineO
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Participating Restaurants’ #DineOutDelray Posts (sample)
RW 2016 MEDIA EXPOSURE
AIRPORT SIGNAGE Created a 15 second Restaurant
Week promotional clip which
displayed on seven 57” BAG BELT
LCD Digital Screens in the West
Palm Beach International Airport
(PBIA), July 1 – August 7.
RW 2016 MEDIA EXPOSURE
VISITOR CENTER
DIGITAL SIGNAGE
Created a 15 second Restaurant Week promotional
message that repeatedly played on the screen at
the Beachside Visitor Center at the corner of Ocean
Blvd (A1A) & Atlantic Avenue (Downtown), Tuesday
– Sunday 9 am – 12p.m and from 1 p.m. – 4 p.m..
during regular hours of operation, July 1 – August 7.
RW 2016 MEDIA EXPOSURE
RADIO
:15 and :30 second radio commercials were
produced for air on WRMF (97.8) and SUNNY
(107.9)
105, 25 second in-kind PSA announcements
promoting Restaurant Week and the charity
partner, Healthy Bellies airing from 7/20-8/7/16
on: 97.9 WRMF, 107.9 WEAT, 103.1 WIRK,
102.3, WMBX, 96.3 WMBX HD2, 640 WMEN,
850 WFTL
13 minute in-kind interview with Bruce
Feingold, Executive Chef & Managing Partner at
Dada to talk about Restaurant Week & the
charity partner, Healthy Bellies, on the South
Florida Sunday public affair programs which
aired Sun, July 24th on: WRMF, WIRK, WEAT,
WMBX
RW 2016 MEDIA EXPOSURE
RADIO
On-air giveaways on WRMF during
afternoon drive with Tracy St. George during
the week of 7/25-7/29/16 to generate buzz &
awareness for this new program
5 participating restaurants were featured
(1 giveaway per day of a $50 restaurant
gift card, Monday – Friday)
Received 15, :10 second live promotional
announcements
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PUBLIC RELATIONS Coverage & Placements
PU
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Distributed three press releases to the Media for Restaurant Week Received 30 placements in 18 publications/media outlets
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PR Exposure
Outlet: Delraynewspaper.com
http://delraynewspaper.com/dda-hosts-dine-downtown-delray-
restaurant-week-22055
Date: June 29, 2016
Outlet: The Coastal Star
Date: July 2016
Outlet: southfloridafinds.com
http://www.southfloridafinds.com/event/fl/palm-beach/delray-
beach/dine-out-downtown-delray-restaurant-week.html
Date: July 6, 2016
Outlet: southflorida.com
Date: July 6,2016
http://www.southflorida.com/restaurants-and-bars/the-eat-
beat/sf-mayo-delray-dine-out-070516-20160705-story.html
Sun-Sentinel – print
Date: July 6, 2016
Outlet: PalmBeachillustrated.com
http://www.palmbeachillustrated.com/index.cfm?fuseaction=new
s.details&ArticleId=5298
Date: July 8, 2016
Outlet: pbpost.com
Date: July 10, 2016
http://spbc.blog.palmbeachpost.com/2016/07/10/eat-cheap-at-
delrays-priciest-restaurants-for-one-week-only/
Outlet: facebook.com/delraynewspaper
Date: 7/12
PR: Dine Out
Outlet: Discover the Palm Beaches
Dine Out Downtown Delray beach listed as one of official
Top Events,
http://www.palmbeachfl.com/events-palm-beach/culinary-
happenings/dine-out-delray/
Date: July 13, 2016
Outlet: bocalifemag.com
http://www.bocalifemagazine.com/up-
front/noteworthy/first-dine-out-downtown-delray-
restaurant-week-budget-friendly-event-2016
Date: July 14, 2016
Outlet: Discover the Palm Beaches
Consumer E-Newsletter
Date: July 15, 2016
Outlet: floridafoodandfarm.com
http://floridafoodandfarm.com/event/dine-out-downtown-
delray-beach-restaurant-week/
Date: July 15, 2016
Outlet: findrestaurantweeks.com
http://www.findrestaurantweeks.com/fl/
Date: July 15, 2016
Outlet: Delray Forum
http://www.sun-sentinel.com/local/palm-beach/delray-
beach/fl-drf-dine-0720-20160719-story.html
Date: July 19, 2016
Outlet: Boca Life Magazine – Eblast
Date: July 21, 2016
PU
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Outlet: Sun-Sentinel – Showtime – Print
Date: July 22, 2016
Outlet: Take a Bite Out of Boca – Facebook
7/28 - https://www.facebook.com/swizov?fref=ts
https://www.facebook.com/takeabiteblog/?pnref=story
Date: July 28, 2016
Outlet: livingfla.com – Eblasts
Dates: July 25 and July 29
Outlet: Sun-Sentinel – Print
Date: July 31, 2016
Outlet: Eblast – Delray Newspaper
Date: August 1, 2016
PR: South Florida Luxury Guide magazine
Date: July/August 2016
Outlet: Delray Newspaper – Print
Date: August 2016
Outlet: Atlantic Avenue Magazine – print
Date: August 2016
Outlet: The Coastal Star – print
Date: August 2016
Outlet: southflorida.com
http://www.southflorida.com/restaurants-and-bars/the-eat-beat/sf-mayo-eat-
beat-delray-dine-out-080116-20160801-story.html
Date: August 1, 2016
Outlet: wptv.com
http://www.wptv.com/news/region-s-palm-beach-county/delray-
beach/restaurant-week-aug-1-7-in-delray-beach
Date: August 1, 2016
Outlet: New Times – browardpalmbeach.com
http://www.browardpalmbeach.com/restaurants/south-
florida-food-and-drink-events-this-week-cheese-making-
class-cocktail-tasting-and-free-wine-7934661
Date: August 1, 2016
Outlet: Take a Bite Out of Boca blogger – Facebook
Date: August 1, 2016
Outlet: Sun-Sentinel – print
Date: August 2, 2016
Outlet: Take a Bite Out of Boca blogger – Facebook
Date: August 2, 2016
Outlet: LivingFLA – Facebook
Date: August 3, 4, 5, 6 & 7th 2016
Outlet: SouthFloridaFinds – Facebook
Date: August 4, 2016
Outlet: Boca Life Magazine – The Boca Agenda E-Blast
Date: August 4, 2016
Outlet: New Times – browardpalmbeach.com
http://www.browardpalmbeach.com/restaurants/south-
florida-food-and-drink-events-this-weekend-craft-cocktail-
class-brunch-and-whiskey-101-7942517
Date: August 5, 2016
Outlet: Take a Bite Out of Boca blogger –
Facebook/Instagram
Date: August 5, 2016
Outlet: Take a Bite Out of Boca blogger – Facebook
Date: August 6, 2016
PR: Dine Out
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IN-KIND PROMOTIONS COMMUNITY PARTNERS
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RW 2016 IN-KIND PROMOTIONS
City of Delray Beach
Email Blast
Drop date: July 15th to approx. 1,600 subscribers
Sent to: 30 local media contacts (TV, radio,
newspaper), tweeted to 5,800 Twitter followers with
link to eblast in tweet & sent to the City’s Senior
Management Team
CRA
Email Blast
Drop date: August 5th, this eBlast included Dine Out
Downtown Delray event information.
RW 2016 IN-KIND PROMOTIONS
DISCOVER THE PALM BEACHES
The Destination Marketing Organization for Palm Beach
County
(http://www.palmbeachfl.com/)
eBlast & Website
“Drink + Dine Around with these Special Events for the
Summer” eBlast, drop date July 20, 2016
Event Web Listing: http://www.palmbeachfl.com/events-
palm-beach/culinary-happenings/dine-out-delray/
RW 2016 IN-KIND PROMOTIONS
GREATER DELRAY BEACH CHAMBER OF COMMERCE
Clickable banner on DelrayBeach.com homepage
RW 2016 IN-KIND PROMOTIONS
DELRAY BEACH MARKETING COOPERATIVE
Restaurant Week was featured on the cover of the
Delray Beach August Calendar Brochure
5,000 printed and distributed locally
Social Media posts
Website Event Listing:
http://www.visitdelraybeach.org/annual-events
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Photography Professional Photography of Culinary Events
Photo
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Hired a Professional Photographer to capture the Culinary Events & Restaurant Week Experience
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TESTIMONIALS From Participating Restaurants
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“Dine Out Downtown Delray was a big success! Especially when I compare it to my
last 15 years of doing these programs throughout the country, this one certainly
brought in the most diners. Tip off my hat to the DDA for reaching so many people.”
- LARRY, General Manager, Salt7
“The Sushi and Saki class was a hit; our guests had a wonderful experience.
Restaurant Week was a success; your team has done an amazing job. Again, thank
you, and we look forward to future programs, like Restaurant Week, that further the
business development in Delray.” - Merrett, General Manager, PRIME
“…I'm grateful we did [participate] as it was well advertised and I think we all reaped
the benefits!” - TODD, General Manager, City Oyster
“Restaurant Week was a great event for Max’s Harvest. It was a way to introduce
our menu to new diners, the promotion was a nice perk for our regular guests, and
we appreciate partnering in Downtown events with the DDA.” - Peter, General
Manager, Max's Harvest
“Our prix fixe menu featured some of Deck 84’s signature starters, entrees and
desserts, which allowed new and existing guests the opportunity to try some of our
popular favorites at an affordable three-course price. Restaurant Week was a great
way to entice new guests to come in and help boost business, and awareness, in
the off-season.” - Amber Clark, Director of Marketing & PR, Rapoport’s
Restaurant Group
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Thank you to our 2016 participating restaurants & sponsors for your passion & commitment
32East, 50 Ocean, Atlantic Grille, Big Al’s Steaks, Brule Bistro, Caffe Luna Rosa, Caffe Martier, CENA, City Oyster, DADA, Deck84, Eat Market, Farmhouse Kitchen, HONEY,
JuiceBuzz, Juice Papi, Luigi’s Coal Oven Pizza, Max’s Harvest, Mellow Mushroom, N2 Wine Bar, Pizza Rustica, PRIME, Racks’ Fish House + Oyster Bar, SALT7, SMOKE BBQ, The Office,
The Old Arcade, Tryst, Vic & Angelo’s, Windy City Pizza
