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:
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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 2014 ...................................................................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, entrĂŠe and dessert.
{ June 22-28, 2015 } 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, with the three $25 gift cards, to the Central PA Convention & Visitors Bureau. Send your logo and restaurant photos to CulinaryWeek@visitpennstate.org. Registration must be completed by Tuesday, February 27, 2015.
Restaurants MUST offer the Happy Valley Culinary Week menu in addition to the standard menu every day and/or evening they are open 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 in the price range available. tents, social media promos/contests, etc‌The three $25 Lunch - $6 - $13 gift cards must be submitted by February 27, and will be Dinner $15 - $30 used in promotions and marketing. Make sure to create a true VALUE for the consumer. Menus will leave an impression with diners, including many who Promote Happy Valley Culinary Week to your newsletter list, might be trying your restaurant for the first time. Choose to regular customers, and social media crowds. feature dishes that are most popular among your guests, some signature menu items, or your own favorites. Whatever your Hosting events throughout the week related to Culinary Week in your restaurant location are strongly encouraged, and will approach, be creative and have fun! be promoted through our website and PR campaigns if given Submit your menu items to CulinaryWeek@ enough notice. Suggestions include: wine tastings, meet the visitpennstate.org no later than March 20. All menus will chef, cooking demos, ladies night out, live music, etc‌ again, be reviewed by the Happy Valley Culinary Week committee for be creative and have fun! approval before being promoted. Inform and educate your staff about the Happy Valley Culinary Once approved, menus will be formatted into a customized Week promotion so they can properly explain it to customers Happy Valley Culinary Week Menu template. These menus will leading up to and during the week-long promotion. The include your restaurant logo and location info. Menus will be requisite participation meeting on February 10 is open available for consumers to view and download from the Happy to all your employees. Valley Culinary Week website. Formatted & finished menus will be sent to participating restaurants. All restaurants are AFTER HAPPY VALLEY CULINARY WEEK Complete a survey which will be e-mailed by the CPCVB to required to print their own HVCW menu. participating restaurants. Full page, color menus will be featured in the HVCW Guide, with over 10,000 distributed locally in the Keep count of total diners during Happy Valley Culinary Centre County Gazette. Week, broken down by lunch and dinner so numbers can be tracked for planning purposes year-to-year. 4
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
FAQ’s
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.
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 Note: All restaurant-specific information is kept confidential and offer at least one multi-course option at fixed price. is only reported in the aggregate. How will Happy Valley Culinary Week be promoted? Do I have to be a member of Central PA Convention & All registration fees will be used for marketing and promoting Happy Valley Culinary Week. CPCVB will develop a Visitors Bureau in order to participate? No, you do not have to be a member, but there is a reduced rate comprehensive marketing campaign for Happy Valley Culinary Week, including a press campaign and press releases to gain for members. The participation fee is: exposure for the event. There will also be significant follow• CPCVB Members = $250 + three $25 gift cards up to maximize the exposure. Traditional media campaigns as • Non-Members = $300 + three $25 gift cards well as social media, which we encourage you to participate Note: Gift cards will be used for contests and promotions for in, will be used to promote the event. Happy Valley Culinary Week. Earlybird pricing is available until The CPCVB will provide marketing materials to each January 30, 2015. participating restaurant to help with promotion. Ex: posters, Does my restaurant have to participate for the full cards, table tents, etc...as well as social media guidance. week of July 22-28, 2015? All participating restaurants are required to participate for the Cooperative advertising opportunities will be available in full one-week period based on your regular operating hours. addition to the event promotions and advertising. Do I have to offer a multi-course meal? Yes. Each restaurant will need to offer a multi-course meal for a fixed price within the range provided: Lunches = $6 - $13 and Dinners = $15 - $30 (including tax).
What if I have more than one restaurant/property, does each restaurant have to register separately if they want to participate? Yes. All restaurants receive identical benefits so each participating restaurant has to register individually.
Will I need to create my own culinary week menus? You will need to submit your menu items to CulinaryWeek@ visitpennstate.org no later than March 20 and the CPCVB will Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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MARKETING & PROMOTIONS Website HappyCulinaryWeek.com
Logos & menus from each participating restaurant will be included on the web page, hosted by Visit Penn State. Also includes a downloadable Recipe Book from participating chefs. In 2014: - 17 participating restaurants - Web page received approximately 5,000 pageviews between January 1-July 1, 2014
Official Guide
Social Media
Over 10,000 guides were printed and distributed through the Centre County Gazette. Guides were also distributed to participating restaurants and the Visitors Center.
Happy Valley Culinary Week is promoted through Visit Penn State’s Facebook page, Twitter, Pinterest, Instagram and Google+ accounts. Restaurant cooperation is encouraged. Gift Certificates are used in promotions.
Each restaurant’s full-color menu was published in the guide so guests could get a “taste” of what to expect. Advertising space is also available.
#HappyCulinaryWeek is the hashtag used for this promotion. Make sure to use it with all social media posts.
Your 2014 Official Guide to ...
July 14-20 HappyCulinaryWeek.com Gazette The CenTre CounTy
Special Advertising Issue for:
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Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
Happy Valley CUlina
ry Week
2014
Recipe Book
MARKETING & PROMOTIONS Advertising & PR
Promos
Cooking Demos
Ads were placed in local publications and on the web leading up to, and during, the week. Articles covering the event were included in the CDT, Collegian, Town & Gown and HappyValley.com.
Signage, table tents, and take-away cards for Happy Valley Culinary Week were placed throughout the area at local hotels, participating restaurants, the Visitors Center and local businesses.
2014 Advertising: - Town & Gown - Centre County Gazette - State College Magazine - Centre Daily Times - HappyValley.com - Facebook & more!
Banners at the local farmer’s markets and a sign promoting the cooking demonstrations were used the day-of the demos to pull people into the event.
Cooking demonstrations were coordinated in 2014 during lunch and evening at the Downtown Theatre. Local chefs prepared food on stage in front of a group ranging in size from 20-50 people each day. If you’re interested in doing a demo during Happy Valley Culinary Week please contact CulinaryWeek@ visitpennstate.org.
Fixed Price Menus cheF deMonstrations daily social hour with reFreshMents & door Prizes suPPorts local non-ProFits
Check the website for event schedules!
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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SAMPLE MENU From: San Diego Restaurant Week
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TO NOTE: Menus will be reviewed by the Happy Valley Culinary Week committee. Menu items need to be submitted by Friday, March 20, 2015 to CulinaryWeek@visitpennstate.org.
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
Happy Valley Culinary Week
PARTICIPATING RESTAURANTS
TO-DO CHECKLIST...
REGISTER: Complete and submit your registration form to the Central PA Convention & Visitors Bureau by Tuesday, February 27, 2015. DETERMINE PRICE POINT & MENU: Determine your price points from the range noted in the registration form. Send us the menu text & pricing. We will format, design and return it to you print ready! Menus are due March 20. This is a hard deadline that must be adhered to for menus to be included in the Gazette’s HVCW Guide. Menu item descriptions look great on menus and are strongly encouraged. Menus will then be printed in the Guide and used for promotions. Send to: CulinaryWeek@visitpennstate. org. Please don’t hesitate to email or call for help with menus. ATTEND THE PARTICIPANT MEETING: Attending the meeting on Tuesday, February 10, 2015 will help provide you and your staff with all the info you need. At least one person from your restaurant must attend. SUBMIT PAYMENT & GIFT CARDS: Submit your payment and three $25 value gift cards to the Central PA Convention & Visitor’s Bureau. These monies are used for marketing and promotion. SCHEDULE YOUR COOKING DEMO (and other events): The most popular events of the week are the cooking demos. Check the schedule and choose your time. Email CulinaryWeek@visitpennstate.org or call 814-231-1401. Also, decide what other events you can host to help gain visibility & promote Happy Valley Culinary Week. SEND US IMAGES: Logos, food & chef photos, culinary specialties, images of people dining in your establishment… we’ll use these for online and print promotions. SPREAD THE WORD: Promote Happy Valley Culinary Week by sharing it with your newsletter lists, social media channels like Facebook & Twitter, and customers! We will be distributing marketing materials to place in your business for event promotion. We’re happy to help you with social media promotion - just ask!
Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com
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THE TIMELINE... JANUARY
January 30 - Earlybird Registration deadline
FEBRUARY
February 10 - Informational meeting (open to all interested parties) February 27 - Regular Registration deadline
MARCH
March 20 - Menus Due*
APRIL
Preparation & Committee Meetings (TBD)
GET SOCIAL!
#HappyCulinaryWeek
MAY
May - HVCW Official Guide published
QUESTIONS?
Contact: CulinaryWeek@visitpennstate.org
JUNE Early June - HVCW Kick-Off Party! June - HVCW Official Guide Distributed June 22-28 - Happy Valley Culinary Week June 29-July 6 – 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 | June 22 - 28, 2014 PARTICIPATING RESTAURANT REGISTRATION & AGREEMENT FORM What You Get: • Full page menu with your logo, address, phone & website printed in the official HVCW Guide Book - 10,000+ distributed locally by the Centre County Gazette. Adjacent ad space also offered for an extra cost. • Increased promotion and advertising, including traditional print and radio advertisements as well as social media campaigns conducted by the CPCVB’s marketing department • Increase in revenue and awareness. Menu, logo and website link included on the HVCW website, offering apx. 5,000 unique page visits • Connect with fellow restaurants, local organizations and the community What We Need: • Register your business as soon as possible. Registration & Marketing fee: Regular pricing: $250 (members) $300 (non-members) Deadline February 27. 2015 • Discounted Early Bird pricing available: $200 (members) $250 (non-members) Deadline January 30, 2015 • Menus due March 20 (hard deadline)* • Menus should offer multiple courses and a variety of items within the prix fixe menu range (lunch= $6 - $13; Dinner = $15 - $30) Menus must offer diners value as well as creativity • Present all diners with regular menu and Happy Valley Culinary Week menu • Attend Participation Meeting on February 10, 2015 *refer to sample menu and former menus for guidance. We are happy to help; please call or email us with questions. Key Points: • Create menus based on offering diners a creative menu with VALUE, encouraging customers to try something new • Diners appreciate vegetarian and gluten-free options • Please be prepared to accommodate allergies with substitutions • Consider increasing your presence by hosting an event, demo, live music, etc. Email us for guidance and ideas.
Attend Participant Meeting Tuesday, February 10, 2015: • We will distribute promotional materials, collect gift certificates and provide key points for media opportunities at this meeting. • Someone from your restaurant MUST attend the Participant Meeting to be considered for earned media spots.
Restaurant Contact Info: Restaurant: ___________________________________________________________________________________________ Contact Name: ______________________________________
Email: __________________________________________
Address: _____________________________________________________________________________________________ Website: ___________________________________________
Phone: _________________________________________
Facebook: __________________________________________
Twitter: @_______________________________________
I AGREE TO THE TERMS OUTLINES IN THIS AGREEMENT & PLEDGE TO PARTICIPATE IN 2015 HAPPY VALLEY CULINARY WEEK: NAME:_______________________________________SIGNATURE: ________________________________DATE: ___________
Payment Information
PAYMENT MUST ACCOMPANY THIS FORM IN ORDER TO BE PROCESSED Early Bird Registration Fees: (deadline Jan. 30)
Regular Registration Fees: (deadline Feb. 27)
_______ $200 for CPCVB Member _______ $250 for Non-Member + three (3) $25 Gift Certificates
_______ $250 for CPCVB Member _______ $300 for Non-Member + three (3) $25 Gift Certificates
Check enclosed: check number ____ to pay by credit card (Visa & MasterCard accepted) please call Kevin Breon at 814-231-1401 Central PA Convention & Visitors Bureau | 800 East Park Avenue, College, PA | 814-231-1401 | HappyCulinaryWeek.com 11 Registration fees areState non-refundable
A LOOK BACK: 2014
Food, fun and new friends!
Thank you for setting this up! I love Culinary Week - it’s so great to expand my cooking horizons. - Ceara M. Great idea to promote local restaurants and farmers! - Megan B. Fun & foody time! - Nancy M. 12 Central PA Convention & Visitors Bureau | 800 East Park Avenue, State College, PA | 814-231-1401 | HappyCulinaryWeek.com