APNBA September 2008 Small Business Marketing Workshop Panelist Slides

1. Focus on Pacific NW Wine RiverPlace
and Wine Friendly Food, Esplanade
sourced locally and in
season! Appetizers,
Full Entrées
Fabulous Desserts
2 Locations:
RiverPlace (~3years)
( 3years)
(Downtown Portland)
Sharing Plates
Lake Oswego ( 1 year)
/ Light Entrées
Fabulous Desserts!
Fbl D t!
Owners:
Leslie Palmer & Gary Kneski
Executive Chef: Jon Sodini
Lake Oswego

2. Thirst RiverPlace Thirst Lake Oswego
Beautiful location with Centrally located in
Great Traffic in downtown LO but In
Summer, many tourists ‘unexpected area’ with
– area overall Signage challenges
‘forgotten’ by residents
forgotten Economic downturn
RiverPlace / South affecting LO downtown
waterfront renewal - overall
population growing but
growing, Competing with more
going slower than restaurants than there
expected used to be + Bridgeport
RiverPlace businesses – Trying to find our niche
getting year-round,
classier (Thirst, Spa,
Lucier), some still not in
),
line with demographic

3. Thirst
Thi
No lunch, more entrees. ½ as many people (economy)
– record sales!
Party Room!
P R !
Continual menu – never be stagnant
Qualitative vs. Quantitative marketing
Work with my neighbors!
‘RiverPlace should be #1 downtown destination area for
residents and tourists – experiencing one of Portland’s
most unique assets – th Riverfront!
t i t the Ri f t!
Created casual business association. 4 ‘projects:
Community Website
Beautify Area
B tif A
New lighting. Longer term, fix sidewalk issues (Bikes),
sculpture, plants
Annual Food, Wine & Art Festival
,
“Wednesdays on the Willamette”

5. Hired some experts (looked at both locations)!
Visual Merchandising Consultatnt: signage, flow, feng shui
Vi l M h di i C lt t t i fl f hi
Classed up décor within reason and budget!
Trade / Borrow!
Outside signage again
signage…again
Financial / Business Analyst. Recommended selling LO…
Did ‘soul searching’ on the business. Did not want to quit –
so inspired me to aug e t ou o g a bus ess plan.
sp ed e augment our original business p a
Giving it 1 full year before I reassess
Getting people in the door! Free Tastings every
night! Give LO residents that little extra push to
g t G e O es de ts t at tt e e t a pus
come in. Also helps our ‘to go’ program
Appetizers / Sharing Plates / Desserts – embrace
that for some we may be before or after dinner!
Staff! Hired the right people for Lake O

6. Look outside your business
Co-marketing (Spa) / power in numbers (website)
Be able to adapt Look and consider from an
adapt.
outsider’s perspective
Wine Bar for Lunch …
Avoid the scarcity mentality! Consider joining or
starting an association with like-businesses.
Instead of being continually competitive, ban
together!
Analyze but don’t overanalyze! Make changes
then give yourself time to execute and adapt
before re-analyzing
Continually revisit all marketing programs and
study your competitors and fellow travelers
Don’t be afraid to ask for help! Experts in the area
p p
– not as pricey as you may think. However, always
listen to your gut as well!