There's tasty fruit at the end of the limb
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After a babillion years in restaurant PR, I began to think that I have
seen everything when it comes to restaurant promotions. Wine dinners,
seasonal specials, maybe the adventurous dinner and a movie. Same same.
Then, something like Province's yoga class and dinner event floats past my radar screen and I 'bout fall off my exercise ball. The event is part of a Yoga for Foodies thing that Yahoo is putting on and features an hour-long yoga class and dinner.
How out-there is that? So cool made me even think that maybe Yahoo has it in 'em to climb out of the wreckage of their business! Turns out, these classes are selling out all over the country!
Randy Zweiban, chef/owner of Province, is a pretty aggressive marketer of his business. At the very core, he gets that his restaurant is more a business than a place where he can be an artist. He gets that if the business is solid, he can be an artist.
So, he hosts tons of events, he blogs, he makes sure he has current food photos available for media.
When he booked it, it seemed a possible long shot. Who would have known if the event would sell out. I can't imagine why it wouldn't, really. I mean food and yoga -- toss in a puppy/kitten and you've pretty much wrapped up the trigger points for a lot of people. But it is out there, as far as events go.
But even if it doesn't (sell out, that is), even if the Yahoo yoga guy is the only person eating Randy's food at this event, it is going to be a huge success. That's right, I said even if no one goes, this event will do what it needs to do.
And that, my friends, is getting it.
Then, something like Province's yoga class and dinner event floats past my radar screen and I 'bout fall off my exercise ball. The event is part of a Yoga for Foodies thing that Yahoo is putting on and features an hour-long yoga class and dinner.
How out-there is that? So cool made me even think that maybe Yahoo has it in 'em to climb out of the wreckage of their business! Turns out, these classes are selling out all over the country!
Randy Zweiban, chef/owner of Province, is a pretty aggressive marketer of his business. At the very core, he gets that his restaurant is more a business than a place where he can be an artist. He gets that if the business is solid, he can be an artist.
So, he hosts tons of events, he blogs, he makes sure he has current food photos available for media.
When he booked it, it seemed a possible long shot. Who would have known if the event would sell out. I can't imagine why it wouldn't, really. I mean food and yoga -- toss in a puppy/kitten and you've pretty much wrapped up the trigger points for a lot of people. But it is out there, as far as events go.
But even if it doesn't (sell out, that is), even if the Yahoo yoga guy is the only person eating Randy's food at this event, it is going to be a huge success. That's right, I said even if no one goes, this event will do what it needs to do.
- No journalist who covers restaurant events in this city can ignore an event this unique. So, he'll get coverage.
- By hosting this event, he'll reach a whole new audience -- yoga teachers. Communities are like magnets for information that supports their passion. The yoga teachers will hear about this class, trust me.
- The
yoga teachers will likely think good thoughts about the restaurant and
end up going at some point -- if not for the class, for a dinner out,
or maybe lunch.
- Randy's restaurant is pretty uniquely "fresh" feeling, due to the design and the lack of chemicals, and his food is delish and the portions are flexible. So, the yoga teachers will undoubtedly like the restaurant.
- Like hairdressers, yoga
teachers are a particularly trusted bunch of people. And people tend to
develop relationships with their yoga teacher because of it. So, the
Province-loving yoga teacher becomes a particularly powerful evangelist
for the restaurant.
And that, my friends, is getting it.
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