“Please stay on the grass!” Article by Louise Julig…

Digging, crawling, climbing and building are natural modes of exploration for kids, and they’re all encouraged at the new Hamilton Children’s Garden, which opens this month at San Diego Botanic Garden in Encinitas.

Coachella Valley restaurateurs are coming together in an unprecedented way to create one large-scale dining event that could give them a needed boost in sales this summer.

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Businesses everywhere are struggling to understand and satiate the emotional cravings of the X and Y generation, now recognized as a critical market segment.  Perhaps we can learn some lessons on marketing by eating out in our own backyard.  Marketing pioneer Lisa Johnson, CEO of the Reach Group, identifies five key emotional cravings of the X and Y generations as experience, transparency, reinvention, connection and expression. North County restaurants and grocers such as Vigilucci’s, Firefly Grill and Wine Bar, Calypso and Seaside Market are hitting the mark when it comes to attracting young patrons in these generations. They are succeeding in satisfying both the emotional and sensory cravings to build a loyal and active customer base.

Jim Barrasso, owner of Firefly Wine Bar and Grill in Encinitas, sees a real rise in twenty and thirty-somethings wanting to connect with the food and wine they are enjoying. They are eager for visibility into what they are buying for several reasons. “San Diegans love organic, locally grown produce and food that is not mass produced, which speaks to their desire for transparency and connection,” says Barrasso. “Locally grown and organic foods give consumers a sense of confidence in knowing where it came from and that it is not laden with toxins.  Our North County location is ideal because it allows us to have produce on the menu that were grown within a 30 mile radius of our establishment.”

John Najjar of gourmet grocery store Cardiff Seaside Market says, “My customers love the locally grown produce and flowers.  I see customers investing time in carefully selecting produce, not just throwing it into the cart like you see at Ralph’s or Vons,”  says Najjar.  “The shopping process is becoming a journey where people are feeling, smelling, and investigating where food comes from before they buy.  We are dealing with a highly discerning, informed demographic who want to trust their market and the food it sells.” Najjar also sees customers buying this produce with loyalty to local farmers and growers as a motivation.

Two other cravings identified by Johnson are experience and reinvention.  Najjar thinks this is particularly the case and is a very stark generational difference. He needs to reinvent meals constantly at Cardiff Seaside Market to cater to easily bored customers who are used to continually new stimuli.  “Gen X and Y’s don’t plan their meals. Unlike previous generations, they rely on impulse to make purchasing decisions, so food establishments must offer an eclectic variety that caters to their mood in that moment.”
Barrasso deeply understands the need to create an experience for this discerning crowd. He caters to curious customers who want to learn more about the food and the flavors they are experiencing, so he offers wine flights, hosts regular food and wine pairing events, tasting menus, beer dinners and even the occasional cigar dinner.  “I answer questions about why roasted salmon in lemon parsley pesto compliments a un-oaked chardonnay and they really care to know,” says Barrasso.  He and head chef Aaron Daily personally educate guests on the vineyards, grapes, flavors and what foods are properly paired with them.  For those craving connection, it is literally like being invited to a dinner party at a friend’s home, an intimacy rarely experienced in a restaurant environment these days.

Frank Mangio, certified wine connoisseur and culinary expert, points to the trend of North County restaurants being less concerned with turning tables and more concerned with offering clients a memorable and unique experience. Restaurants are offering a “linger longer” Mediterranean dining experience. Robbie Vigilucci, owner of Vigilucci’s Restaurant Group. notices a desire for his customers to learn how they truly dine in Italy, from authentic cuisine, flavors and ambiance to Italian traditions.   “My customers are having five-course meals, then ordering an after-dinner Limoncello, or Sambuca liqueur con mosca (coffee beans that bring out the anise flavor in the drink),” Vigilucci’s Executive Chef Nicola Calamari, who was born and raised in Lucca and Florence, Italy, has brought many of his personal favorite recipes to the restaurant, inclucing Agnello ai Ferri – Grilled New Zealand rack of lamb topped with rosemary and garlic sauce, and Linguine ai Gamberi – jumbo tiger prawns, vine-ripened tomatoes, capers and basil in a zesty white wine sauce.

Gilles Knafo, owner of Calypso Café in Leucadia, is also constantly reinventing both the recipes and the experience of coming to his restaurant.  Fusing his international roots from Morocco, Spain and France, Kanfo is a local gypsy king known to draw a full crowd literally every night.  “I try to reach people’s senses in every way,” says Knafo. “Younger generations like the energy and the music.  You never know what is going to happen on any given night, which makes people feel like they are someplace else for a few hours, but it is comfortable at the same time. It’s a party for 200 people every night. It’s intense, but it’s a real experience.”  For example, a Tuesday night may be steel drums and Mojitos and CoCo Vin for dinner, but Friday it might be classic rock favorites playing with Greek-style rock salt sea bass (served with head and tail).

Expression is one thing these proprietors feel spans generations.  Their establishments have been an expression of their desires, tastes and a reflection of their own creativity.  As far as their guests go, the need to customize meals, provide feedback on service and make suggestions on menu items is important. Brand marketers have touted the benefits of establishing an emotional connection with customers, and these North County food establishments seen the results clearly visible with increased attendance and loyal patronage.  Overall, connecting with the emotional needs of the X and Y generation opens the door for North County’s culinary leaders to do what they do best:  satisfy taste cravings with remarkable food and drinks.

Challenge: Zenzi was tasked by the California Restaurant Association to direct all marketing, public relations and advertising efforts. Zenzi established several goals for the event: to elevate San Diego’s reputation as a dining destination among local San Diegans and visitors alike, expose restaurants to new patrons, boost sales during a traditionally slow time of year, engage local community to explore new restaurants and maximize attendance during the event.

Solution: Zenzi enlisted and increased participation from restaurants all over the city: 60 restaurants in 2005 and 105 in 2006 to 130 in 2007 and 150 in 2008 and breaking 200 in 2009. Zenzi partnered with San Diego Magazine and San Diego Convention and Visitors Bureau and was personally responsible for securing major sponsorships from Clear Channel, Carnival Cruises, American Express, Specialty Produce, Haagen-Dazs Ice Cream and others. In order to illustrate community and government support, we host annual conferences with Mayor Jerry Sanders and dozens of chefs who showcase their finest dishes.

Results: In addition to successfully enlisting the participation of over 150 restaurants, Zenzi drove traffic to restaurants during that week increase the bottom line for restaurants during that week from 20% to 50%. Zenzi also procured a number of sponsorships with local media, including SignOnSanDiego.com, DiningOut Magazine and the San Diego Union-Tribune, San Diego county’s most high-circulated print publication. The campaign garnered 601,223,845 million impressions in TV, radio and print. 250,000 diners were sold that week at fixed price 3-course meals.

ZENZI was hired by Hilton San Diego Mission Valley to promote and publicize the $20 million renovation of hotel facilities and grand opening of its brand new gourmet restaurant STISH.  Hilton wanted to raise its profile in the corporate and meeting/ events industries and become a known destination for business and conference travelers in San Diego.  ZENZI was tasked with developing messaging for a variety of target demographics including local and national media, business community and meeting/ event planners.

ZENZI built a proprietary list of potential sales targets encompassing the event industry, government agencies, corporations, sports teams, business organizations and associations, non-profits, real estate, financial professionals and various other influencers to invite to the event.

To kick off the $20 million renovation, ZENZI created a celebration that showcased all the most unique attributes of the hotel and give guests a taste of the endless ways they could use the venue for meetings and events.  ZENZI set up themed food and drink stations through out the hotel grounds (i.e., the presidential suite hosted an after-hours relaxed atmosphere with champagne and caviar, the lounge served signature martini and mini burgers, poolside cabanas encouraged guests to put their feet up as if they were on vacation, sip Mai Tais and enjoy Pupus).  To keep the party lively, music was staged according the themed station ranging from jazz soloists to a Cuban band.

To make the Hilton experience come alive for guests, ZENZI devised a “scavenger hunt” promotion where contestants toured different stations and collected stamps to be entered into a sweepstakes.  Entrants who completed the full tour of hotel facilities were eligible to win a vacation at any Hilton Hotel worldwide.

In addition to sales prospects, ZENZI arranged for numerous local and national media contacts to attend the celebration, mingle with guests and view the spectacular renovation firsthand.

Results:

The media relations campaign garnered over three million media impressions for the Hilton, including feature stories in meeting/events trades such as Adjourn Magazine, Corporate Meetings and Incentives, Lodging, Financial and Insurance Meetings, and Hospitality Magazine, and local media including signonsandiego.com, San Diego Union Tribune, 944 and many more.  STISH was named in the “Hot Stuff” section of San Diego Magazine, and recognized by the San Diego Union Tribune as “Spot of the Week.”   The value of the media exposure was estimated at over $200,000. Attendance exceeded expectations with over 500 guests and VIPs from numerous targeted industries. Several conferences and events were booked as a direct result of the kickoff celebration.

According to Mark Tennision, Hilton Sales Director, “ZENZI’s precise execution and forward-thinking campaign was vital to the success of our grand reopening. We immediately saw a return on the media coverage.  It directly resulted in new business opportunities.”