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South Florida Restaurants Try to Net the
Snowbirds
Boca Raton, FL- It’s an annual migration of
millions. Their wings are luxury sedans
and their plumes can usually be purchased at Neiman-Marcus.
It’s January and the
species of Northerners known as Snowbirds are either flying the coop or have
already arrived in these warmer climes.
They bring with them the coveted dollars that put many businesses into
the black numbers.
Among those
businesses are the many restaurants that cater to the upscale, food-savvy
clientele.
“I am going to be
taking this time of year very seriously,” says Café Bellino’s new owner, Scott
Fox. “I am rolling out new upgrades to
the restaurant and it will be the first impression that counts.”
Fox purchased the
landmark Boca Raton
restaurant, Café Bellino, in August of this year and has spent the last four
months preparing for the next four that will have the biggest impact on his
bottom line.
“So many part-time
residents want serious food at reasonable prices and they want it earlier than
most,” says Fox of one of the many ways he is catering to the Snowbirds. “One of the areas where I spent the most
amount of time was making sure our Early-Dining menu was attractive both in
terms of price and in terms of food quality.
I really let Chef Patricia (Bourre) create some special items to impress
our early diners.”
The attention Fox is
paying to the Snowbird population is warranted according to a report prepared
by Global Insight for the Palm Beach County Tourist Development Council. Titled, City Tourism Impact, the report shows
that 76% of Palm Beach
County visitor dollars are
spent on leisure activities. And, further,
that in 2004 $673 million were spent within the restaurant industry by Palm Beach County visitors.
Spending like that
is what drives restaurant owners to unique marketing campaigns aimed at
attracting Snowbird clientele. Chef
Angelo Morinelli of Cucina d’Angelo offers a different take on his efforts to
capture that market.
“Many of us are
chasing the same nickel and doing so in the same ways. You’ve got concierge programs and meetings
with social directors at the private residence clubs and advertising and dining
guides. This year I had to ask myself if
there was a better way,” says Chef Angelo.
Chef Angelo, as he
likes to be called (he says it is another way he connects with guests, being
known on a first name basis), has decided to focus his attention this season on
what he thinks are going to be two winning propositions.
“Instead of marketing
to everyone all the time, this year I am going to provide special incentives
for more niche groups within the Snowbird category,” says Chef Angelo. “For instance, the Doggie Dining Bill is
getting lots of attention and there are many people out there that treat their
dogs like royalty. I am planning large
scale events throughout the season that are geared toward dog-lovers and
informing them that at Cucina d’Angelo you can bring your four-legged friends
to our special doggie dining area anytime.
I think it will open a whole new revenue stream.
“The other area I
will be focusing on is the web. I have
redone my website in a way that aims at convening community. I change the content often to reflect what’s
going on at the restaurant and to show upcoming events. Plus, tourists and part-time residents will
be searching for what’s going on when they arrive. My website is a place where they can see the
menu, the events, the news, and meet me.”
The importance of
the web is echoed by Fox. He believes it
is a marketing tool that not enough restaurants take advantage of in terms of
getting the word out to their target audience.
“People will check
you out before they buy,” says Fox. “It
used to be word-of-mouth and advertising were enough. Now, even after that, people will go to your
website so they can back up what they have heard. I believe it is hugely important to have a
quality website that enables potential guests to continue the dialogue.”
www.cucinadangelo.com
www.cafebellino.com
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