Project Five Trees Crawley-by-Gatwick's Culinary Quarter

Crawley-by-Gatwick's Culinary Quarter

Key Issues Recession is reducing the overall market Food and energy costs have risen Restaurant profitability is shrinking Crawley suffers from a negative image But people are still eating out!

Recession is reducing the overall market

Food and energy costs have risen

Restaurant profitability is shrinking

Crawley suffers from a negative image

But people are still eating out!

Destination Strategy First, co-operate to expand the market, then compete for a share of a bigger market

First, co-operate to expand the market, then compete for a share of a bigger market

Destination Tactics Expand the market – From Crawley-by-Gatwick to Greater Gatwick via Gatwick Airport & Manor Royal

Expand the market –

From Crawley-by-Gatwick to Greater Gatwick via Gatwick Airport & Manor Royal

Introducing FIVE TREES Crawley-by-Gatwick's Culinary Quarter 5 ive Ceremonial Trees

FIVE TREES

Crawley-by-Gatwick's Culinary Quarter

Five Trees Vision Greater Gatwick's Culinary Capital

Greater Gatwick's Culinary Capital

Five Trees Mission To build a culinary bridge between Crawley-by-Gatwick and Greater Gatwick

To build a culinary bridge between

Crawley-by-Gatwick and Greater Gatwick

Five Trees Viewpoint Top restaurateurs, chefs and catering staff can be attracted to invest & work in Five Trees

Top restaurateurs, chefs and catering staff can be attracted to invest & work in Five Trees

Marketing Plan Events Direct Marketing

Events

Direct Marketing

More Personalised Celebrations Birthdays Anniversaries

Birthdays

Anniversaries

Marketing Plan 2 Reward Programme Publicity

Reward Programme

Publicity

Investment Existing Advertising and Marketing Budget Small: under 50 covers Medium: 50-99 covers Large: 100+ covers

Existing Advertising and Marketing Budget

Small: under 50 covers

Medium: 50-99 covers

Large: 100+ covers

Key Benefits Increase in overall size of market Improved market share of each restaurant Lower marketing costs More business during off-peak periods Average spend per customer increased Quality staff attracted and retained Higher valuation of Business

Increase in overall size of market

Improved market share of each restaurant

Lower marketing costs

More business during off-peak periods

Average spend per customer increased

Quality staff attracted and retained

Higher valuation of Business

Contact Alan 'Brand' Williamson Brandopia Gatwick House 10 Tilgate Way Crawley-by-Gatwick RH10 5BW Mobile: 07949 969891 Email: [email_address] Website: www.brandopia.typepad.com “ Alan 'Brand' Williamson is the go-to-guy for destination branding” - Judy Waytuik, Award-winning journalist & broadcaster, Canada

Alan 'Brand' Williamson

Brandopia

Gatwick House

10 Tilgate Way

Crawley-by-Gatwick

RH10 5BW

Mobile: 07949 969891

Email: [email_address]

Website: www.brandopia.typepad.com

“ Alan 'Brand' Williamson is the go-to-guy for destination branding”

- Judy Waytuik, Award-winning journalist & broadcaster, Canada