The URL can be used to link to this page

Home My WebLink About0 - 2012 Restaurant WeekNewport Reach Restaurant Week I JANUARY ' 20 -20, 20 -12 2012 Recap Report - 1 s sw C" T t 1 JANUARY 20-29,2012 A citywide culinary celebration Newport8eachOlining _ c+c m Campaign Specifics:, Inspired by New York's Popular Restaurant Week Debuted in 2007. In It's First Edition, The Campaign Surpassed All Expectations &AA&A# E } j JANUARYt 18 =27 2013 Campaign Objective Generate Revenue, Leverage ROI & Mission of NBRA BID Citywide Culinary Promotion That Stakeholder & Community Benefit From Result- Driven Strategic Marketing & Public Relations Campaign Generating Tangible & Measureable Revenue • Brand Newport Beach Dining & Cross Promote Existing BID Marketing Programs • Increase Restaurant Participation in BID • Expand Media, Corporate Hospitality & Community Partnerships ilk 2012 Campaign Strategy SIXTH ANNUAL RESTAURANT WEEK • Extended Campaign to Nine Days & Two Weekends • Friday, January 20 — Sunday, January 29, 2012 • Three - Course, Prix -Fixe Meals at 15 %-45% Discount Lunch $10, $15 or $20 Dinner $20, $30 or $40 • Increased Restaurant "Buy In " to $300 or $350 • Sponsored Taste of Newport Chef's Pavilion Produced Media Launch & Consumer Kick Off Events • Produced NBRW Post Bounce Back Promotion Dining Rewards Card: January 30 — March 16, 2012 � 20% OFF .jbi. SMeDffd WIN S5,1 Lunch S10 $15 or $20 IiVA T, Presented by: a w Platinum Sponsor: spreebird Community Partners: ✓� t �� • A C H ..c Sponsors: SPAQ" ori� SPA Q" � su w Media Sponsors: Online Sponsors: COAST OPWW 9Z7.. Ridv Pilot yelp:: DININGG +cum t lira a LOCALE METRO laww - OpenTable- Or menus RIVIERA dIVE(D (men CMUNR NMS Sponsorship Growth & Comparison Cash Sponsorship $22,250 Media & In -Kind Sponsorship $150,000 (2 Campaigns) $23,400 $24,500 $44,000 $40,500 $195,000 $250,000 $350,000 $200,000 $52,450 $230,000 Web Site: NewnortSeacbCining.Com Month of January 2012 - 1821 Daily Visitors - 142% Increase of Visitors Per Day - Up From 750 in 21 #1 Organic Ranking — Newport Beach Dining & Newpo Beach Restaurants SEO Campaign with American Express & Partner Link Alliances ® Social Media Marketing Statistics (30) YouTube Videos with 7,546 Views Facebook Friends: 2,121 & Tweets: 833 Strategic Media Cross Promotions & Online Contests o Opentable.com - Increase In Online Reservations Web Site Analytic Results Month of January 2011 Compared to January 2012 There was a 16.10% Increase in Visits to the NBRA Site from 47,057 to 54,634 There was a 12.32% Increase in Unique Visitors to the NBRA Site from 31,818 to 35,727 There was a 15.64% Increase in Page Views from 427,030 to 493,802 ® The Average Time Spent on the NBRA Site Increased 10.31% from 5:53 to 6:10 Minutes Source: Google Analytics Online Partner Specifics Official Web Site: NewportBeachDining.com 927JiIIFM.com Americanexpress.com Anaheimoc.org City. newportbeachca.gov CoastlinePilot.com CoastMagazine.com Coronadlemartoday.com DailyCandy.com DailyPilot.com • GreersOC.com • HBlndependant.com LATimes.com Modern Luxury. corn • NewportBeach.com • OClnsite.com • OCMenus.com • OCMetro.com • OCRegister.com • OCWeekly.com • OpenTable.com • OrangeCoastMagazine.com • OrangeCounty.Cox.Net • Spreebird.com • TimeWarnerCable.com • VisitNewportBeach.com • Yelp.com *Most NBRW participants & partners promote Restaurant Week on their web sites Partial List Only Public Relations Results v Media & VIP Events Generated Regional Print, Video, Electronic & Broadcast Media Impressions for Newport Beach Six Month Pre & Post -Event Publicity & Social Media Campaign Interview Opportunity with Restaurants, Chefs & Sponsors Developed Radio Promotions & Cable Broadcast Packages Secured Broadcast Segments with the ✓ Playlist 92.7 Jill FM Radio Promotion 4 ✓ KOCI Live Radio Interviews I ✓ KABC Talk Radio — Chef Talk ✓ KCBS 2 & KCAL 9 TV News Segment ✓ KNBC 4 TV News Segment ✓ KOCE TV News Segment "Real Orange" ✓ KDOC 6 TV 6 News Segments & Interviews ✓ KTLA 5 TV Live On Air Cooking Demos ✓ TIME WARNER & COX CABLE TV PSA'S Following: L� Traditional Marketing & On Site Promotion Brand Identity & Creative Development 300,000 Promotional Brochures & Postcards 50,000 Promotional Cards Mail Insert Campaign & So. Cal. Certified Brochure Distributors Dining Rewards Cards *20,000 Distributed Citywide Signage: Posters, Banners & Flags Point -Of -Sale Materials Distributed to all Restaurants Including: Posters, Check Stutters, Table Tents, Bottle Hangers, Buttons & Campaign Artwork Campaign Results Since 2007, Cash Sponsorship Has Increased 136% Media & In -kind Sponsorship Has Increased 53% Online Dining Guide Requests Increased 457% in January 2012 From December 2011 NBRA Toll -Free Reservation Calls Increased 26% in January 2012 'From January 2011 '- 100% of Establishments Surveyed Reported Sales Boosts Upwards of 10 % -75 % From 2012 NBRW Despite Economy Some Establishments Reported 2012 NBRW Was Strongest Campaign Ever Saw A Trend in Casual Dining Success for 2012 *Additional restaurant industry sales tax revenue information will be available in early June 2012 Participant Survey Results Executive Summary Type of Restaurant Answer Options Premium /Upscale Moderate /Casual Meals Provided Answer Options Lunch Dinner Both Response Percent 44.0% 56.0% Response Percent 16.0% 44.0% 64.0% Participation In The Post NBRW Bounce Back Dining Reward Card Promotion Answer Options Response Percent Premium /Upscale 64.0% Moderate /Casual 36.0% Source: Survey Monkey 2012 Participant Survey Results Executive Summary Restaurant Menu Price Point For Lunch (Please Choose One) Answer Options Response Percenf 10 4.0% 15 24.0% 20 44.0% Restaurant did not offer lunch 28.0% Restaurant Menu Price Point For Dinner Answer Options Response Percent 20 24.0% 30 36.0% 40 40.0% Restaurant did not offer dinner 0.0% Source: Survey Monkey 2012 Participant Survey Results Executive Summary Was The Marketing Collateral Provided By The NBRA Useful For Your Restaurant? 100.0% 90.0% 80.0% 70.0% y 60.0% p 50.0% a y 40.0% 30.0% 20.0% 10.0% 0.0% Source: Survey Monkey Yes Answer Options 8.0% Me 2012 Participant Survey Results Executive Summary How Much Busier Than The Week Before Or After The Campaign? Source: Survey Monkey 10 -25% 25 -50% Answer Options 50 -75% 50.0% 45.0% 40.0% 35.0% 29.4016 w 30.0% f c °c 25.0% N D 20.0% 15.0% - 10.0% - 5.0 0.0% 5 -10% Source: Survey Monkey 10 -25% 25 -50% Answer Options 50 -75% 2012 Participant Survey Results Executive Summary On A Scale From 1 To 5, Overall, How Did The 2012 NBRW Compare To Past Campaigns? (1 being lowest & 5 being highest score) Answer Options Response Percent 1 0.0% 2 12.0% 3 24.0% 4 40.0% 5 24.0% On A Scale From 1 To 5, How Successful Did You Find Restaurant Week For Your Location? (1 being lowest & 5 being highest score) Answer Options Response Percent 1 0.0% 2 20.0% 3 16.0% 4 24.0% 5 Source: Survey Monkey 40.0% 2012 Participant Survey Results Executive Summary 0 d C C 0 a m Source: Survey Monkey Will You Participate In 2013 January Newport Beach Restaurant Week? 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Yes No Answer Options r 0 Online Reservation Campaign Results Total 2012 OpenTable.com Participants = 39 Restaurants "65% of 2012 Participating Restaurants Campaign Duration = Extended to (9) Days 3,291 Diners Were Seated Specifically For The 2012 NBRW Promotion via Opentable.com Online Dinner Reservations ® This is a 53% Increase Compared to 2011 Restaurant Revenue Generated Was Approximately $86,000 `Estimated To Represent Less Than 5% of Total NBRW Sales ® Check Spend Average Per Person Increased in 2012 Due to Increase Price Point Strategy - Dinner = $42 & Lunch = $21 Source: OpenTable. com Campaign Results In FY 2011 -2012, We Saw an Increase In Sponsorship & Marketing Value Despite Current Economic Trends — All Designed to Generate Incremental Revenue & Leverage Newport Beach Dining Brand in Local, Tourism & Hospitality Niche Markets Campaign Extended to Include (9) Days & (2) Weekends To Entice More Visitors to Newport Beach to Take Advantage of Promotion - At a Time When Local Business Needs It Most Launch Campaigns, Bounce Back Reward Card, Online Promotions & Special Events Extended Campaign Span To Entire Q2 &3 of FY In FY 2013, NBRA BID Looks To Continue Leveraging Success of NBRW Campaign & Economic Development of Hospitality Industry in The City of Newport Beach QUESTIONS? *Additional restaurant industry sales tax revenue information will be available in June 2012 T- t T uu- M f{ I1 x ,i Presented By: Peggy Fort, President & CEO CIVIC Inc. — NBRA BID Marketing Agency of Record 1550 Bayside Drive, Corona del Mar, CA 92625 Phone: (949) 675 -0501 Fax: (949) 675 -0508 NewportBeachDining.com pfort @askcmc.com JANUARN 18 -27, 2013