RESTAURANT PARTICIPANT GUIDE
HappyCulinaryWeek.com
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One cannot think well, love well, sleep well, if one has not dined well. - Virginia Woolf
ON THE MENU:
What is Happy Valley Culinary Week? ......................... 3 What is expected? ..............................................................4 FAQ’s ....................................................................................... 5 Marketing Overview ..................................................... 6-7 Sample Menu ...................................................................... 8 Participating Restaurant Checklist .............................. 9 HVCW Timeline ................................................................. 10 Registration Form .............................................................11 A Look at 2013 ...................................................................12
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Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
What is Happy Valley Culinary Week? Happy Valley Culinary Week is a seven day celebration of the art of cooking, local foods and the chefs who prepare them. Events and demonstrations will be scheduled throughout the week; Culinary Week menus will be featured at participating restaurants. Participating restaurants will offer a discounted three-course fixed price menu during their hours of operation. Diners will have an opportunity to sample cuisine from a broad selection of restaurants at an affordable price. Meals will include an appetizer, entrée and dessert.
{ July 14-20, 2014 } Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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WHAT IS EXPECTED...
Responsibilities of Restaurant Participants:
REGISTER Complete and return the registration form and participation fee to the Central PA Convention & Visitors Bureau. Send your logo (B&W & color format) and restaurant photos to CulinaryWeek@visitpennstate.org. Registration must be completed by Monday, May 19, 2014.
presented to all restaurant guests during Happy Valley Culinary Week. Menu items should be representative of the restaurant in both portion size and quality.
MARKETING & EVENTS Utilize the promotional materials that will be provided, CREATE YOUR MENU including but not limited to: Happy Valley Culinary Week logo, Create a multi-course meal for the fixed price menu during HappyCulinaryWeek.com Website, signage/posters, table Happy Valley Culinary Week at one of the three prix fixe levels tents, social media promos/contests, etc… available. Lunch - $6 / $10 / $13 Promote Happy Valley Culinary Week to your newsletter list, Dinner $15 / $22 / $30 regular customers, and social media crowds. Make sure to create a true VALUE for the consumer. Menus will leave an impression with diners, including many who might be trying your restaurant for the first time. Choose to feature dishes that are most popular among your guests, some signature menu items, or your own favorites. Whatever your approach, be creative and have fun!
Hosting events throughout the week related to Culinary Week in your restaurant location are strongly encouraged. Events will be posted on the web site and also used in PR if given enough notice. Suggestions include: wine tastings, meet the chef/local growers, cooking demos, ladies night out, live music, etc… Be creative and have some fun with it!
Submit your menu items to CulinaryWeek@visitpennstate.org. Inform and educate your staff about the Happy Valley Culinary All menus will be reviewed by the Happy Valley Culinary Week promotion so they can properly explain it to customers Week committee for approval before the promotion. (as well as friends & family) leading up to and during the week-long promotion. Once menus are approved, menus will be formatted into a customized Happy Valley Culinary Week Menu template. These AFTER HAPPY VALLEY CULINARY WEEK menus will include your restaurant logo and location info. Complete a survey which will be e-mailed by the CPCVB to Menus will be available for consumers to view and download participating restaurants. from the Happy Valley Culinary Week website. Formatted & finished menus will be sent to participating restaurants. All Keep count of total diners during Happy Valley Culinary Week, restaurants are required to print their own HVCW menu. broken down by lunch and dinner so numbers can be tracked for planning purposes year-to-year. Restaurants MUST offer the Happy Valley Culinary Week menu in addition to the standard menu every day and/or evening Note: All restaurant-specific information is kept confidential they are open during Happy Valley Culinary Week. It must be and is only reported in the aggregate. 4
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
FAQ’s Can I offer “upgrades” to the menu for more money? Yes. That is, you could offer the basic option and add, “With shrimp, add $4.00; with lobster, add $8.00.” But you must offer at least one multi-course option at fixed price. How will Happy Valley Culinary Week be promoted? All registration fees will be used for marketing and Do I have to be a member of Central PA Convention & promoting Happy Valley Culinary Week. CPCVB will develop a comprehensive marketing campaign for Happy Valley Culinary Visitors Bureau in order to participate? No, you do not have to be a member, but there is a reduced rate Week, including a press campaign and press releases to gain exposure for the event. There will also be significant followfor members. The participation fee is: up to maximize the exposure. Traditional media campaigns as • CPCVB Members = $200 + three $20 gift cards well as social media will be used to promote the event. • Non-Members = $250 + three $20 gift cards Note: Gift cards will be used for contests and promotions for The CPCVB will provide marketing materials to each participating restaurant to help with promotion. Ex: posters, Happy Valley Culinary Week. cards, table tents, et... Does my restaurant have to participate for the full Cooperative advertising opportunities will be available in week of July 14-20, 2014? All participating restaurants are required to participate for the addition to the event promotions and advertising. full one-week period based on your regular operating hours. What if I have more than one restaurant/property, does each restaurant have to register separately if they Do I have to offer a multi-course meal? Yes. Each restaurant will need to offer a multi-course meal want to participate? for a fixed price, Lunches = $6/$10/$13 and Dinners = Yes. All restaurants receive identical benefits so each participating restaurant has to register individually. $15/$22/$30 (including tax). Will I need to create my own culinary week menus? You will need to provide us with the menu items and the CPCVB will design the special Culinary Week menus so they continue with the branding/theme for Culinary Week. Each restaurant will be required to print your customized Happy Valley Culinary Week menu and provide them to customers in addition to your regular menu.
What is a prix fixe menu? A “prix fixe” menu is simply a menu of pre-determined items presented as a multi course meal (typically an appetizer, entree and dessert) at a set price. It is suggested to include more than one option under these menu items .
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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MARKETING & PROMOTIONS Your Official Guide to...
HappyCulinaryWeek.com
Special Advertising Issue for:
Happy Valley Culinary Week Website HappyCulinaryWeek.com Logos & menus from each participating restaurant will be included on the web page which will be hosted by Visit Penn State. In 2013: - 17 participating restaurants - The web page received around 5,000 pageviews between January 1-July 1 6
Official Guide to Happy Valley Culinary Week Over 15,000 guides were printed and distributed through the Centre County Gazette. Guides were also distributed to participating restaurants and the Visitors Center.
Social Media Happy Valley Culinary Week was promoted through Visit Penn State’s Facebook page, Twitter, and Pinterest accounts. Participating restaurants also promoted it through their social media channels as well.
Each restaurant’s menu was published in the guide so guests could get a “taste” of what to expect.
#HappyCulinaryWeek is the hashtag used for this promotion. Make sure to use it when promoting it with social media.
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
MARKETING & PROMOTIONS
Advertising & PR Ads were placed in local publications and on the web leading up to the promotion and during the week. 2013 Advertising: - Town & Gown -Centre County Gazette - State College Magazine - Centre Daily Times - HappyValley.com - Google AdWords - Facebook
Promos Signage, table tents, and take-away cards for Happy Valley Culinary Week was placed throughout the area at local hotels, participating restaurants, the Visitors Center and local businesses.
Cooking Demos Cooking demonstrations were coordinated in 2013 during the lunch hour at the Downtown Theatre. Local chefs prepared food in front of a group ranging in size from 20-50 people each day.
Banners were used at the local farmer’s markets and a sign promoting the cooking demonstrations was used the day-of the demos to pull people into the event.
If you’re interested in doing a demo during Happy Valley Culinary Week please contact CulinaryWeek@ visitpennstate.org.
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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SAMPLE MENU
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TO NOTE: Menus will be reviewed by the Happy Valley Culinary Week committee. Menu items need to be submitted by Monday, May 19, 2014 to CulinaryWeek@visitpennstate.org.
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Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
Happy Valley Culinary Week
PARTICIPATING RESTAURANTS
CHECKLIST...
DETERMINE PRICE POINT & MENU: Determine the price points you’ll be working from as noted in the registration form. Send us the menu text & pricing. We’ll take care of the format, design and return it to you print ready! Include a 10 word/one-line bio. The menu will be used on the website and for promotional materials (travel writers, media, etc.). Send to: CulinaryWeek@visitpennstate.org. REGISTER: Complete and submit your registration form to the Central PA Convention & Visitors Bureau by Monday, May 19, 2014. PAYMENT & GIFT CARDS: Submit your payment and three $20 value gift cards to the Central PA Convention & Visitor’s Bureau in order to participate in Happy Valley Culinary Week. PREPARE YOUR STAFF: Educate and involve your staff. It is of vital importance that your staff is prepared and is familiar with Happy Valley Culinary Week. SEND US IMAGES: Food & chef photos, culinary specialties, images of people dining in your establishment… these could be used in print, on our Website, and in social media. SPREAD THE WORD: Promote Happy Valley Culinary Week by sharing it with your newsletter lists, social media channels, and customers! We will be distributing posters and table tents to place in your business for promotion of the event. Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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THE TIMELINE... FEBRUARY
February 11 - Informational meeting
MARCH
March 11 - Informational meeting
APRIL
April 8 - Informational meeting
MAY
May 13 - Informational meeting May 19 - Registration forms due May 19 - Menus due
GET SOCIAL!
#HappyCulinaryWeek
JUNE
June 24 - HVCW Kick-off party!
QUESTIONS?
Contact: CulinaryWeek@visitpennstate.org
JULY July __ - HVCW Official Guide published July __ - HVCW Official Guide Distributed July 14-20 - Happy Valley Culinary Week July 21-25 – Restaurants complete survey
HappyCulinaryWeek.com 10 Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
Happy Valley Culinary Week | July 14-20, 2014
PARTICIPATING RESTAURANT REGISTRATION & AGREEMENT FORM Your Benefits:
Some Key Points:
• Increased promotion and advertising • Increase in revenues • Connect with fellow restaurants
Your Obligations to Participate:
• $200 (Members) or $250 (Non-Members) Registration/Marketing Fee • Donation of three (3) $20 gift cards/certificates which will be used for promotion of the event • Provide your Happy Valley Culinary Week menu for publication on the website and in the official guide
Your Menu:
• Menus must include a multi-course meal for the fixed price menu during HVCW at one of the 2 prix fixe levels available. • Be as flexible as long as you have one of the three prix fixe levels on your Happy Valley Culinary Week menu: [lunch = $6 / $10 / $13 and/or dinner $15 / $22 / $30] • In creating your menu, please remember diners are looking for VALUE and creativity when choosing a restaurant. • Present all diners with both your regular and Happy Valley Culinary Week menus.
• Diners choose restaurants based on creative menu, value or to try something new. • Diners appreciate the restaurants that offer a vegetarian option. • Restaurants are accommodating allergies with substitutions. • Consider holding an event, demo, or live music
Attend A Meeting:
• Various meetings will be held at the Centre County/Penn State Visitors Center for interested and participating restaurants: o Tuesday, February 11 – 2:00 PM o Tuesday, March 11 – 2:00 PM o Tuesday, April 8 – 2:00 PM o Tuesday, May 13 – 2:00 PM o Kick-off Party: Tuesday, June 24 – time TBA • We will distribute promotional materials, collect gift certificates and provide key points for media opportunities at these meetings. • Someone from your restaurant must attend at least one participant meeting to be considered for earned media spots.
Restaurant Contact Info: Restaurant: ________________________________________________________________________________________ Name: ___________________________________________________ Email: ___________________________________ Address: __________________________________________________________________________________________ Website: _________________________________________________ Phone: __________________________________ Facebook: _______________________________________________ Twitter: @_________________________________ Participating Restaurants must offer a prix fixe menu at one of the following price points: *choose from the following price points Lunch: $6 / $10 / $13
Dinner: $15 / $22 / $30
Payment Information
PAYMENT MUST ACCOMPANY THIS FORM IN ORDER TO BE PROCESSED Registration Fees: ___ $200.00 for CPCVB Members ___ $250.00 for Non-members of the CPCVB + three (3) $20.00 gift cards/certificates Check enclosed: Check number: ___________ To pay by credit card (Visa and MasterCard accepted) please call Kevin Breon at 814-231-1401. Registration fees are non-refundable.
Agreement
I AGREE TO THE TERMS ABOVE AND AGREE TO PARTICIPATE IN THE 2014 HAPPY VALLEY CULINARY WEEK JULY 14-20, 2014. RESTAURANT NAME: __________________________________________________ SIGNATURE: __________________________________________________ DATE: __________________________________________________
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com 11
A LOOK AT 2013 >> “Culinary Week diners told us the meal deals encouraged them to come in and try the unique cuisine… we made many new friends!” - Duke Gastiger, Spat’s Cafe “We really enjoyed participating and would love to do it again!” -PJ Harrigan’s
12 Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com