Apnba June 2008 Conference Perkins
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In 2007, street improvements hurt businesses so a burger competition called Burger Battle 2007 was created, having customers vote on the best burgers from 10 restaurants. It was successful with thousands of ballots and passport entries. Lessons included having too many restaurants and how to improve participation and communication. Burger Battle 2008 plans included a kickoff event, kid's passports, and prizes for most ballots and passports to find Hollywood's favorite burger.
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Apnba June 2008 Conference Perkins
- 1. Hollywood’s “Burger Battle” - Creativity and Community Projects John Perkins Hollywood Boosters y APNBA Business District Association Conference – June, 2008 1
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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