In 2007, street improvements hurt businesses so a burger competition called Burger Battle 2007 was created, having customers vote on the best burgers from 10 restaurants. It was successful with thousands of ballots and passport entries. Lessons included having too many restaurants and how to improve participation and communication. Burger Battle 2008 plans included a kickoff event, kid's passports, and prizes for most ballots and passports to find Hollywood's favorite burger.

1. Hollywood’s “Burger Battle” -
Creativity and Community Projects
John Perkins
Hollywood Boosters
y
APNBA Business District Association Conference – June, 2008 1

2. Presentation Outline
Creativity
Unexpected Solution; Problem Focus; No-Self Censoring
No-
Hollywood’s 2007 problem
Solution: Burger Battle 2007!
Challenges: What’s a Burger Battle anyway?
Relishing the results
Lessons learned
Burger Battle 2008!
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3. Hollywood’s 2007 Problem
y
Sandy Blvd. sewer upgrade & street
y pg
improvements
Reduced foot traffic
Reduced car trips
Perception of inaccessibility
Mark Lindsay’s Rock & Roll Café
All the “buzz”
buzz
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4. Solutions
Booster ad-hoc committee
ad-
Ad-
Ad-hoc retailer group
Synergy created Third Th d
S t d Thi d Thursday
Restaurants needed help
Burger Battle 2007!
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5. Challenges
Never been done before
Small staff & short time frame
What’s a Burger Battle?
What s
Who has the best burger?
How does a small restaurant compete with a
large one?
What does a customer do to enter?
How do we get the word out?
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6. This is a Burger Battle - 1
October 2007
10 Hollywood restaurants
$50 entry fee
25 prizes from Hollywood businesses
Underwritten 50% by Boosters
Ballot
Buy a burger, get a ballot
Passport
Buy a burger at each restaurant
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7. This is a Burger Battle - 2
g
Getting the Word Out:
Ad: expensive
Articles: Hollywood Star
Press releases
Print media
Radio
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8. This is a Burger Battle - 3
g
Customer prizes
Random ballot drawing for gifts
Grand prize drawing for
passports
Restaurant prizes
p
Most ballots
Most ballots per seating capacity
Passport winner
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9. Relishing the Results
1000’s of ballots, dozens of
passports
Positive energy!
New customers
N t
New places tried by old
“Hollywood-ites”
“Hollywood-ites”
Hollywood
Two winning restaurants
Hollywood Star articles
Increased business
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10. Lessons Learned
10 is a lot of burgers in one month!
Most per seating capacity? Huh?
Lounge/Bar/Restaurants and families
L /B /R t t d f ili
Restaurant levels of participation
Communication
Every burger is somebody’s favorite!
somebody s
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11. Burger Battle 2008!
g
Kick-
Kick-off event
Mid-
Mid-September event extends battle
Earned media opportunity
Buy a burger, get a ballot
Passport validation extra
Kid’s passport
Early communication
Single point of contact
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12. Burger Battle 2008!
Prizes
Hollywood’s favorite burger (most ballots)
Hollywood s
Hollywood’s best burger (most passports)
Kid’s favorite (most kid’s passports)
Booster committee
B t itt
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