2013 Downtown Atlanta Restaurant Week Look Book

July 27 - Aug 4 2013

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CONCEPT + OBJECTIVEConcept: A celebrated annual event, more than 40 restaurants participated in Downtown Restaurant Week from Saturday, July 27 to Sunday, August 4, 2013. Throughout the nine-day promotion, Atlantans enjoyed the brunch, lunch and dinner fare at $15, $25 and $35 prix fixe menus.

“@whiteoakatlanta = awesome choice for @downtownatlanta restaurant week. Fried green tomatoes w pimento cheese! #darw2013”

Objective: The objectives of Downtown Restaurant Week 2013 were to encourage diners to experience new establishments and return to beloved Downtown icons, resulting in increased exposure and sales. In addition, Downtown Restaurant Week organizers sought to offer new opportunities to both participants and sponsors through new marketing avenues and unique programming.

PARTNERSHIPAtlanta Restaurant Weeks are spearheaded by Central Atlanta Progress, The Reynolds Group and The Atlanta Business Chronicle, a trio that found motivation to unify the city’s restaurant week programs after recognizing the success of Buckhead, Midtown and Downtown Restaurant Week.

Central Atlanta Progress – organized and executed Downtown Restaurant Week through successful outreach to restaurants the community and sponsors, as well as innovative marketing and social media efforts.

The Reynolds Group – oversaw all PR and design, creating targeted media opportunities and a comprehensive marketing toolkit for all restaurants and sponsors which encompassed event signage and digital marketing components.

The Atlanta Business Chronicle – worked to acquire key sponsors and featured full-page ads for Downtown Restaurant Week in four issues of the weekly newspaper. In addition, the publication included a one-week banner sponsorship in its daily email and a featured banner ad on The Atlanta Business Chronicle’s website.

Through these efforts, more than 40 restaurants were featured in the highly anticipated event. This is the highest number of participants to date.

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ilaSPONSORSGenerous sponsors came together in a cohesive mix of monetary support along with products and event contributions, all while receiving awareness through Downtown Restaurant Week web placements, collateral inclusion, partner marketing, event participation and social media outreach.

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SAVANNAH DISTRIBUTING + TRIANON TEQUILA

Trianon hosted two invitation-only tasting events at No Más! Cantina and White Oak Kitchen and Cocktail and multiple product tastings at various participating restaurants introducing Atlantans to the brand and positioning it as a truly authentic top-shelf tequila.

Guests learning about Trianon Tequila

Trianon tequilas

Guests enjoying an exclusive taste of Trianon Tequila at White Oak Kitchen & Cocktails Trianon tasting

No Mas! Cantina

BMW car display at No Más! Cantina

Workers from the 191 building enjoying some complimentary samples during Business Bites.

CELEBRITY CRUISESCelebrity Cruises held multiple activations throughout the week at various Downtown Atlanta landmarks such as filling up the Woodruff Fountain Park with branded beach balls and “Business Bites” at major Downtown office buildings.

From July 27 through August 4, Celebrity held the, “Dine and Sail with Celebrity Cruises Sweepstakes” where diners could enter to win a $1,000 cruise certificate for two to use towards a cruise of their choice.

In addition, Celebrity Cruises surprised six lucky couples with a free dinner at the following participating restaurant locations: Rays in the City, Ted’s Montana Grill, Sway, Thrive, BLT Steak and Glenn’s Kitchen.

The Celebrity Cruise Captain picked up the tab for lucky diners at Glenn’s Kitchen, Thrive, Ted’s Montana Grill, BLT Steak, Sway and Ray’s In the City.

The fountains at Woodruff Park were filled with Celebrity Cruise beach balls in a DARW kickoff promotion.

“Guests at Shellmont Inn are looking forward to Restaurant Week this year!” - Debbie McCord

BMW BMW displayed multiple luxury vehicles at No Más! Cantina, and throughout the entire week at No Más! Cantina and Ruth’s Chris Steak House. Restaurant-goers were also given the exclusive opportunity to visit participating Atlanta dealerships to test drive a vehicle and automatically receive a $100 restaurant gift card.

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BMW cars on display at No Mas! Cantina

Diners who valeted at participating DARW restaurants received an exclusive offer from BMW

BMW hang tags placed inside valet cars.

OPENTABLE.COMOpenTable.com featured Downtown Restaurant Week in two “Insider Diner” email newsletters and provided social media coverage for the event via Facebook, the Atlanta Twitter feed and corporate blog “Dining Check.” In addition, a dedicated event page was included on OpenTable.com and the event was promoted on the Atlanta homepage.

Respondents noted the top two drivers of Downtown Atlanta Restaurant Week participation are:· To take advantage of the meal pricing· To try a new restaurant

COCA-COLACoca-Cola provided exceptional product and brand support throughout Downtown Restaurant Week.

WABEWABE was our exclusive broadcast sponsor providing radio advertising for the weeklong event.

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PARTICIPATING RESTAURANTS

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EAT WELL.DO GOOD.All proceeds benefit Atlanta Center for Self Sufficiency.

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“Savor the Dates: Downtown Restaurant Week is happening July 27 - August 4 throughout the Downtown Atlanta neighborhood. Participating restaurants will offer prix-fixe menus for $15, $25 or $35. Be sure to make a reservation today!” -GSU Hospitality

$35 DINNER MENU

FIRST COURSE• Chicken Pot Stickers, Ponzu, Pickles• Braised Short Rib Beef Wraps• Chilled Seasonal Soup

MAIN COURSE• Seafood Cioppino, Braised Fennel,

San Marzano Tomatoes• Alaskan Halibut, Summer Bean

Succotash, Corn, Peas, Herb Pistou• Bistro Hanger Steak, Chimichuri Sauce,

Thrive Spiced Pomme Frites

DESSERT• Strawberry Shortcake• Assorted Petite Fours• Banana Puddin

$25 DINNER MENU

FIRST COURSE (CHOICE OF ONE)• Strawberry spinach salad• California roll• Cup soup du jour

SECOND COURSE (CHOICE OF ONE)• Certified angus strip cup culotte steak• Pecan crusted georgia mountain trout• Parmesan chicken pasta

THIRD COURSE (CHOICE OF ONE)• Warm blueberry buckle• Ny style cheesecake• Chocolate raspberry mousse cake

$35 DINNER MENU

CHOICE OF APPETIZER• Red Pepper Gazpacho with marinated

rock shrimp• Wedge Salad with bacon, peaches, red

onion and blue cheese dressing

CHOICE OF ENTREE• Hanger steak with tomato Provencal,

red wine sauce and basil polenta cake• PEI Mussels with Thai coconut soup,

ginger, cilantro, potato

CHOICE OF DESSERT• Chocolate coffee mousse cake with

chocolate tuile and Bailey’s ice cream• Roasted Georgia peach, vanilla brown

sugar crumble, lemon verbena ice cream

MARKETINGUnique branding concepts were developed for Downtown Restaurant Week to ensure that every design element from the website to check presenters generated awareness for the program and recognized all sponsors. Marketing initiatives were prominent throughout the neighborhoods and social media outlets, calling for Atlanta diners to experience the area’s best restaurants and highlighting sponsor programming.

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• Downtown Restaurant Week’s website www.atlantadowntown.com/fun/restaurant-week, promoted the event, featured menus of each of the participating restaurants and put the spotlight on key event partners and sponsors.

• A Facebook fan page served as an interactive platform for timely event announcements, photo albums, media placements and communication.

• Branded check presenters were provided to all participating restaurants in the weeks leading up to Downtown Restaurant Week and during.

• A dedicated eblast was distributed through several targeted databases, including subscribers for email lists of Central Atlanta Progress, The Reynolds Group, The Atlanta Business Chronicle and participating restaurants.

• A window cling featuring the Downtown Restaurant Week logo was provided to all participating restaurants.

• Brand recognition continued with bar signs and outdoor signage to increase awareness among passer-bys.

• For concierges to encourage hotel guests to take advantage of the week, menu books featuring the participating restaurants and their menus were compiled and given to key Downtown hotels.

MARKETING

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EVENT SIGNAGE

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Bar Signs Large Posters

Window Cling

Check Presenters

Ads

BILLBOARDS • W Atlanta Downtown \\ 250,000+ views each day

for 3 weeks• Peachtree Digital Billboard \\ an average of over

16,000 cars drive and 17,000 pedestrians walk by the sign daily

• Luckie Marietta District \\ 59,913 weekly impressions for 1 week digital ads on 1-20

• I-20E: Weekly TAB \\ (Traffic Audit Bureau) Impressions: 351,706

• I-20W: Weekly TAB \\ Impressions: 776,677 W Atlanta Downtown billboard

DRW billboard: Luckie Marietta District

PRINT ADS

Circulation \\ 66,000

Atlanta Magazine print ad

presented by:

participating restaurants

{plus tax and tip}

Signature MENUS from Downtown’s best restaurants,

exclusively priced at $15, $25, $35.

AtlantaDowntown.com

Savor the DatesJul 27 - Aug 4 2013

Atlanta Business Chronicle print ads

Ads

WEBSITES + EMAIL

Total Page Views \\ 258,000

@UndergroundATL We are loving #DARW2013!-Underground Atlanta, August 1

Email Campaign

Two dedicated email campaigns to 13,000 subscribers

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Circulation \\ $169,000

BUSINESS BITES PHOTOSFour Downtown office towers hosted a DARW preview event called Business Bites in their lobbies during lunchtime hours

Dedicated mailer // 5,000 pieces to 235 businesses in 18 buildings

Peachtree Center e-mail: 6,000 recipients191 Peachtree email // approximately 3,500 recipients

American Cancer Society email // 76 recipients

Menu Book // 35 hotels and visitor center

Buttons // 75 Ambassadors

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“We had a wonderful time and truly believe that Business Bites helped promote not only Downtown Atlanta Restaurant Week, but also our restaurant Sway as a whole. And for that we thank you!” Sara E. Hernandez // Marketing Coordinator // Hyatt Regency Atlanta

“I thoroughly enjoyed the Business Bite event as did my team that particpated. The feedback was great, and it was nice to interact with the people that make up the downtown business area. We look forward to next year, and participating in the event again.” Marlon Broady // Operations Manager // Courtyard Atlanta Downtown

DINE AND DREAM PROMOTION“Dine and dream” in Downtown Atlanta this summer. On July 27, August 2 and August 3 visitors can enjoy delectable dishes all day long from Restaurant Week’s participating locations, and also experience the comfort and hospitality of the area hotels, at a discounted price. Below is a list of the hotels extending this special, locals-only rate to guests who provide a Georgia driver’s license at the time of reservation:• Atlanta Marriott Marquis • Glenn Hotel • Omni Hotel at CNN Center • Sheraton Atlanta Hotel • W Atlanta Hotel

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• Atlanta.net • Atlanta Intown• Access Atlanta• Daily Candy • FLAVORS magazine.com • Atlanta Insider • Yelp.com • Atlanta.com • 11 Alive.com • East Atlanta Patch• Omnivore • CBS Atlanta.com • The Eater • Creative Loafing • Neighbor Newspapers• The Atlanta Journal-

Constitution• The Atlantan • Project Q• Buckhaven Magazine • Where Atlanta • Atlanta Homes and

Lifestyles • Atlanta Business Chronicle

• Jezebel • Men’s Book • Belinda Skelton • Atlanta Magazine• Star 94• WABE 90.1• Atlanta Eats• Reporter Newspapers • CBS “Better Mornings”

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“Thanks so much. I think the event was huge success, especially for Fandangles! The crowd was great and it seemed like everyone really enjoyed themselves. Thanks again!” Katie Lazzara // Marketing Coordinator // Sheraton Atlanta Hotel

THE NUMBERS

$1,502,050 AVERAGE TOTAL SALES

42 PARTICIPATING RESTAURANTS

MEDIA IMPRESSIONS 55,207,900$75,481.70 IN PRESS ADVERTISING EQUIVALENCE

50,242 DINERS

FACEBOOK FANS 2,956258,000 WEBSITE VIEWS

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LAST YEARMore than 26,000 diners participated in Downtown Restaurant Week resulting in more than $910,000 dollars in revenue for the Downtown Dining members.Through a strategic public relations campaign, Liz Lapidus PR generated more than 6.25 million with an advertising equivalence of more than $86,000.The official website of Downtown Restaurant Week, www.atlantadowntown.com, received 87,000 web impressions throughout the event.

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THANK YOU