Apnba June 2008 Conference Perkins

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Hollywood's Burger Battle, John Perkins, Hollywood Boosters Business Association. Track 2, Presentation 6

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Apnba June 2008 Conference Perkins

  1. 1. Hollywood’s “Burger Battle” - Creativity and Community Projects John Perkins Hollywood Boosters y APNBA Business District Association Conference – June, 2008 1
  2. 2. Presentation Outline Creativity Unexpected Solution; Problem Focus; No-Self Censoring No- Hollywood’s 2007 problem Solution: Burger Battle 2007! Challenges: What’s a Burger Battle anyway? Relishing the results Lessons learned Burger Battle 2008! APNBA Business District Association Conference – June, 2008 2
  3. 3. Hollywood’s 2007 Problem y Sandy Blvd. sewer upgrade & street y pg improvements Reduced foot traffic Reduced car trips Perception of inaccessibility Mark Lindsay’s Rock & Roll Café All the “buzz” buzz APNBA Business District Association Conference – June, 2008 3
  4. 4. Solutions Booster ad-hoc committee ad- Ad- Ad-hoc retailer group Synergy created Third Th d S t d Thi d Thursday Restaurants needed help Burger Battle 2007! APNBA Business District Association Conference – June, 2008 4
  5. 5. Challenges Never been done before Small staff & short time frame What’s a Burger Battle? What s Who has the best burger? How does a small restaurant compete with a large one? What does a customer do to enter? How do we get the word out? APNBA Business District Association Conference – June, 2008 5
  6. 6. This is a Burger Battle - 1 October 2007 10 Hollywood restaurants $50 entry fee 25 prizes from Hollywood businesses Underwritten 50% by Boosters Ballot Buy a burger, get a ballot Passport Buy a burger at each restaurant APNBA Business District Association Conference – June, 2008 6
  7. 7. This is a Burger Battle - 2 g Getting the Word Out: Ad: expensive Articles: Hollywood Star Press releases Print media Radio APNBA Business District Association Conference – June, 2008 7
  8. 8. This is a Burger Battle - 3 g Customer prizes Random ballot drawing for gifts Grand prize drawing for passports Restaurant prizes p Most ballots Most ballots per seating capacity Passport winner APNBA Business District Association Conference – June, 2008 8
  9. 9. Relishing the Results 1000’s of ballots, dozens of passports Positive energy! New customers N t New places tried by old “Hollywood-ites” “Hollywood-ites” Hollywood Two winning restaurants Hollywood Star articles Increased business APNBA Business District Association Conference – June, 2008 9
  10. 10. Lessons Learned 10 is a lot of burgers in one month! Most per seating capacity? Huh? Lounge/Bar/Restaurants and families L /B /R t t d f ili Restaurant levels of participation Communication Every burger is somebody’s favorite! somebody s APNBA Business District Association Conference – June, 2008 10
  11. 11. Burger Battle 2008! g Kick- Kick-off event Mid- Mid-September event extends battle Earned media opportunity Buy a burger, get a ballot Passport validation extra Kid’s passport Early communication Single point of contact APNBA Business District Association Conference – June, 2008 11
  12. 12. Burger Battle 2008! Prizes Hollywood’s favorite burger (most ballots) Hollywood s Hollywood’s best burger (most passports) Kid’s favorite (most kid’s passports) Booster committee B t itt APNBA Business District Association Conference – June, 2008 12

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