eat ballard 2.0
TRANSCRIPT
JUN
E 2015 -
MAY
2016
EAT BALLARD 2
.0
WHAT ARE PEOPLE SAYING ABOUT EAT BALLARD?
EAT BALLARD - RETURN ON INVESTMENTCost: $200/Month
Benefits: - Additional tables/parties.
- New regulars & return visits.
- Private dining bookings.
- Special event, Happy Hour, Tastings, and Dining
Promotion.
- Brand visibility & loyalty.
- Community leadership.
- Simple. Effective. Fun. Personal.
ROI Objective: 200+ additional tables/parties over 12 months = $5,000+ incremental sales.
Gross Profit – Marketing InvestmentMarketing Investment
ROI Calculation:
GOAL#1: TASTING TRAIL
Bring at least 200 parties/tables into each participating business through an affinity program.
Adapt Bellingham Tap Trail program to meet the needs of Ballard.
Patrons visit between 8 and 20 restaurants, bars, cafes and tasting rooms to redeem a prize at the Ballard Tourism Office.
Results are measurable and tangible. Requires no operational changes, training or
management time from participating businesses.
GOAL #2: PARTNERSHIP WITH FARMERS MARKET
Show solidarity with Ballard Farmers Market.
Continue support of Ballard Farmers Market.
Place Eat Ballard signs at both entrances of the Market.
Promote Weekend Brunch & Specials. Encourage photo sharing of the Ballard
Farmers Market. Requires no operational changes,
training or management time from participating businesses.
GOAL #3: CULINARY & COMMUNITY EVENTS LIST
Help local Food & Beverage businesses plan and collaborate around common events and slow/busy/important days.
Create a comprehensive, month-by-month list of scheduled events, including known slow and busy days of the year.
Include special days with the potential of attracting guests, for example, May 29, the day of Ballard’s official annexation by Seattle or July 27, National Scotch Day.
Requires no operational changes, training or management time from participating businesses.
GOAL #4: REACH, REPETITION & ENGAGEMENTReach 10,000 to 25,000 most likely diners per week using Facebook, website & PR to engage community and communicate key Eat Ballard/Brew Ballard messages.
Create and promote content that educates, entertains, drives business and builds community. Publicize Ballard Dining & Happy Hour Guide and Private Dining & Event Space Directory. Increase Eat Ballard Facebook following to over 6,000 and continue to post frequently. Requires no operational changes, training or management time from participating businesses.
GOAL #5: SAVE THE EDITH MACEFIELD HOUSEProvide leadership and support/start initiatives, as required, to preserve the house as an inspirational attraction for the community.
The Edith Macefield House is a magnet for visitors to Ballard. It’s our version of the Fremont Troll.
Sentiment in the community is overwhelmingly united that the house should stay.
Early indications are that a preservation-minded buyer wants to open a pie shop in this location.
Keep community informed through dedicated Macefield House Facebook page (3K followers).
Keep Pixar informed at top management level. Requires no operational changes, training or
management time from participating businesses.
GOAL #6: COVER EAT BALLARD MEMBERS
Find and give priority to stories that support Eat Ballard establishments.
Write about happy hours, food, beer, special events, fundraisers, theme nights, deals, superstars and initiatives of participating businesses.
Write about people, events, traditions, attractions, businesses, nonprofits and groups that make Ballard a great place to live, visit and dine.
Write about Food, Fun & Community in Ballard. Maintain editorial hotline for participating
businesses to get specific coverage they need. Requires no operational changes, training or
management time from participating businesses.
GOAL #7: CREATE BALLARD TOURISM CAM NETWORK
Tourism webcams make great content, build loyalty and attract visitors.
A turnkey, custom installed tourism webcam costs between $1,000 and $2,000. The resulting images can be branded and embedded on any website.
Seattle Yachts has a current installation facing Shilshole Bay Marina. Ballard Elks are interested in pointing one at the beach.
Other strong candidates include Market Street, Ballard Avenue, Farmers Market, Commons Park, Nordic Heritate Museum, the Centennial Bell Tower, Ballard Locks, Pacific Fishermen’s Shipyard, the Edith Macefield House and Hale’s Ales.
GOAL #8: LEVERAGE COMMUNITY CALENDAR
Use Eat Ballard Calendar to show activity during traditionally slower times and to strengthen community relations.
Participating establishments are encouraged, but not required to include upcoming events on the calendar.
Strategic community organizations are invited to include their events on the calendar, for example local fundraisers, annual events, festivals and scavenger hunts.
GOAL #9: FOOD & BEVERAGE ADVOCACY
Represent common interests of Eat Ballard community with Chamber s of Commerce & related organizations.
As a leadership initiative representing an important local cluster of local economic activity, Eat Ballard is in a position to advocate.
Participating businesses are encouraged to contact Eat Ballard for details and to report any issues or concerns, including but not limited to parking, business hours, police matters, health & safety, complaints, street closures, permitting delays, fee increases, etc.
GOAL #10: LOCAL MEDIA TOUR & BRIEFING
Invite group of local media for exclusive Eat Ballard & Brew Ballard press tour and briefing.
Local journalists, writers and reporters covering food, beverage, culture, tourism, business and technology are interested in an event like this.
All Eat Ballard business owners and managers are invited to participate. At least half are needed to commit for an hour meet & greet.
Invitees will include representatives of GeekWire, Puget Sound Business Journal, Seattle Times, The Stranger, Seattle Weekly, KEXP, KIRO, Seattle Magazine, Seattle Met, and more.
GOAL #11: BALLARD TOURISM MAP
Ensure the publication of a Ballard Tourism Map based on the 2015 Fremont Walking Map (50,000 printed).
Eat Ballard has the content and contacts necessary to create a first edition Ballard Tourism Map.
Support to any organization who intends to publish a Ballard Tourism Map or take the lead and organize necessary community support.
Maximize visibility for participating Eat Ballard establishments.
Distribute through Eat Ballard establishments and best referral centers.
GOAL #12: SUPPORT F&B STARS IN BALLARD
Help employees in the Ballard Food & Beverage community be successful.
Provide training for service staff to deepen their knowledge of Ballard.
Publicize good work and causes of key team members, including bartenders, chefs, brewers, bakers, baristas, servers and owners.
Promote industry nights and events in Ballard.
Requires no operational changes, training or management time from participating businesses.
GOAL #13: STRATEGIC COMMUNITY RELATIONSSupport community groups and leaders who exemplify the values of Ballard.
Publish comprehensive directory of Ballard nonprofits, attractions and community-building organizations, including key F&B groups.
Support strategic community-building and nonprofit initiatives like renovation of the Fish Ladder, Ballard Food Bank outreach and Seattle Fishermen’s Memorial Fund.
Organize a Dine/Drink for Charity Day or Week during traditionally slow time.
Declare July 27 Anthony Bourdain Day in Ballard and invite the superstar to visit for photo opp.
Requires no operational changes, training or management time from participating businesses.
GOAL #14: REFERRAL NETWORK
Support top 10-20 Ballard F&B referral hubs.
Deliver custom Eat Ballard materials for key referral hubs.
Business referral hubs include but are not limited to Shilshole Bay Marina, Swansen’s Nursery, Pacific Fishermen’s Shipyard, Ballard Locks, Ballard Avenue & Market Street merchants, Hotel Ballard, Ballard Tourism Office, Ballard Farmers Market and Woodland Park Zoo.
BUDGET
Eat Ballard 2.0 depends on 20 local Food & Beverage businesses committing $200/month for 12 months beginning in June 2015. Additional funds may be raised separately
to cover cost of items such as printing and tourism camera network.
Eat Ballard businesses are invited but not expected to support Eat Ballard 2.0 with ideas, guidance, connections, gift certificates and swag like T-shirts or tote bags.
Throw your hat in the ring. You can make this happen.
TIP: ADD 2%-4% OF YOUR SALES TO BOTTOM LINE!
Use a Weekly Prime Cost Report to be more profitable. Guaranteed!
Jim Laube, an industry leading writer, recommends that business owners and managers implement a Weekly Prime Cost Report. He guarantees it will save 2%-4% of Sales to your bottom line.
His article in RestaurantOwner.com lays out a simple process to implement Weekly Prime Cost Reporting. He even links to a spreadsheet owners, managers and bookkeepers can use to start right away.
Once implemented, savings are practically immediate.
http://www.restaurantowner.com/public/Critical-Numbers-A-Weekly-Report-Every-Restaurant-Should-Prepare.cfm
CONTACT
Gerard WirzCommunity Organizer / Publicist206-795-7333
www.EatBallard.com
www.iLoveSeattle.org
www.facebook.com/EatBallard
www.linkedin.com/in/gerardwirz