The Finger Lakes Wine Country Restaurant Week June 2012 marketing recap presentation.

1. RESTAURANT WEEK
RECAP
June 18-24, 2012

2. MARKETING EFFORTS
Websites Media Pitching
Facebook Media Preview Event
YouTube Media Partnership
Email Sweepstakes
Postcards Survey
Total Budget of $2,400

3. WEBSITES
Over 6,000 visits to website and landing
page

4. FACEBOOK
Supported by the 50,800 fans of FLWC

5. YOUTUBE
870 views and included on websites and
emails

6. PRINT MATERIALS
7000 printed and distributed

7. MEDIA RELATIONS
3 Press Releases
Twitter Outreach
1 Media Preview Event
May 1 – June 22

8. MEDIA PARTNERSHIPS
New York Cork Reports
Edible Finger Lakes
684 sweepstakes entries

9. MEDIA COVERAGE
11 articles (print and online)
1 broadcast TV segment
May 1 – June 22

10. SURVEY RESULTS
Restaurant Survey
Consumer Survey

11. RESTAURANT SURVEY
Why did you participate?
• Food/wine movement
• New customers
• Return customers

12. RESTAURANT SURVEY
How was business?
• 62.5% flat - up 5%
• 25% up 16% or more
• No restaurant was down

13. RESTAURANT SURVEY
Total Lunches
• Average 24.5 per restaurant
• 305 lunches at 12 restaurants*
• $7,600 value

14. RESTAURANT SURVEY
Total Dinners
• Average 67 per restaurant
• 866 dinners at 13 restaurants*
• $26,000 value

15. RESTAURANT SURVEY
Total Dinners
• Average 67 per restaurant
• 866 dinners at 13 restaurants*
• $26,000 value

16. RESTAURANT SURVEY
How satisfied were you?
• 63% yes
• 100% Finger Lakes?

17. RESTAURANT SURVEY
Will you participate in the
future?
• 63% yes
• Allow different price points
• 100% Finger Lakes?

18. RESTAURANT SURVEY
Recommendations
• 2 lunch courses / 3 dinner
courses
• vegetarian
• more choices for each course
• more than salad for first
course

19. CONSUMER SURVEY
How did you learn about RW?
• FLWC email (80%)
• website (FLWC/RW)
• media

20. CONSUMER SURVEY
Why did you attend RW?
• Finger Lakes wine
• Finger Lakes food
• Support restaurants
• Value not very important

21. CONSUMER SURVEY
How satisfied where you?
• 91.6% satisfaction rate

22. CONSUMER SURVEY
Most visited restaurants
• Red Newt Bistro
• Bully Hill Restaurant
• Veriasons Restaurants

23. CONSUMER SURVEY
How likely are you to attend?
• 92.3% yes
• more restaurants
• vegetarian options

24. CONSUMER SURVEY
Expanding Restaurant Week
• winery tours and tastings
• casual afternoon reception
• formal dinner

25. RECOMMENDATIONS
October 22 – 29, 2012
2 course lunch / 3 course dinner
Wine pairing (required)
Vegetarian options
Price range $15 - $50
100% Finger Lakes
Farm / winery tasting event
$100 / $200 plus gift certificate