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In the sunny state of California, almost every kid participates in surfing and skateboarding at one time or another. It’s fun, it’s cheap and is a great way to hang out with friends. As these boarding kids age up, it can get a little more serious. Serious, like skating with gloves modified with cutting board pieces glued to the palms to help maintain balance around corners and keep your hands uninjured. Serious, like having your friends stop local traffic so you can ride 40 to 50 mph down curvy roads. And as my niece Kate grew up, she came to love all types of boards and became serious like that. She (Pig-tailed Kate, the local city legend) would sit on her board and ride down the curvy, hilly streets every day. So, when USA Luge came to LA seeking new, young Luge prospects, she was a natural. And that’s how a California native got her start to represent the USA in the Sochi Winter Olympics in the sport of Luge – the fastest sport on ice.
As her uncle, I watched her miss most of her high school years – sports, dances, school activities – to the European Luge circuit, training and competing to become an Olympian. It was YEARS in the making. Years of sacrifice, training, broken bones, the agony of defeat and the glory of victory. And when Kate finally qualified for the Olympics, it was just weeks before they started. Her hometown – La Cañada, CA – was BUZZING. Newspapers featured headlines of her qualification and detailed how to watch her race, and radio and TV programs interviewed her, her family, and her past teachers.
As her uncle, and a Restaurant Owner this was the perfect chance to capitalize on a once-in-a-lifetime phenomenon. And having access to a local hero was magic. It was a chance to not only promote my business but was also a way to bring the entire city together to meet her, show our support and cheer her on. Here’s everything I did and recommend leveraging an opportunity like this to the fullest.
Maximize the Timeline
During the entire lead up and qualification process, I included her story in my promotions and provided regular updates. She was a family member so for me it came naturally, but this can work with any local hero or athlete.
Create Milestones
When she finally qualified, it was an event and a celebration in itself. She wasn’t in town at the time but that didn’t stop me from creating massive congratulations cards (six 2’ x 3’ cards) for restaurant guests, friends, and well-wishers to come in and sign. This filled the restaurant with supporters and launched the build up to cheer her on in the Olympics.
Host Events
Before she left for Sochi, we held a “meet and greet” at the restaurant where people came to get a photo with an Olympian. The restaurant was decorated with flags and USA Luge banners which created an air of excitement and prompted those who didn’t know what was going on to ask what it was all about. We also hosted watch parties for the entire Luge event and of course for Kate’s own runs. We rented huge TV’s and filled the entire restaurant to standing room only. Live broadcast TV was onsite interviewing the attendees and the crowd chanted and cheered and waved their printed Kate towel while they cheered her on personally.
Become an “Insider’
My customer communications – texts, emails, mailers – ALWAYS included a message about Kate, the latest update as well as ‘insider’ information., I gained customers’ attention and essentially became “Kate Central.” To get the latest info, guests would swing by and eat so each one of my staff became Kate experts. In fact, even today, guests ask what Kate is up to and want the latest on her life.
Memorialize It
As a reminder of our place in the community, we’ve created a dedicated wall space with memorabilia from the Olympics and a picture of that day. This event still lives on in our town and at Los Gringos Locos, with customers often coming in to see the wall and the past Olympic glory.
Grow Your Database
With any featured guest comes all the people they know, that are interested in them, or that read publicity about the event – this means NEW customers coming to the restaurant. It provided a giant boost in Rewards Membership. Before we started promoting Kate we enrolled 15-60 new members a month. In the two months of promoting Kate, we enrolled 507.
People Want to Be Part Of Something – Regardless Of The Outcome. In the end, she didn’t win. In fact, she didn’t even win a medal. That didn’t matter. The town was electric for months before and after the Olympics and when Kate came home, we hosted another meet and greet to ensure anyone who wanted could have the chance to meet their local Olympian.
Solidify Your Community Connection. The connection we made with this local athlete not only was an immediate boost to our business but connected us for years to come with our guests and our town. Sales increased by 18% during the Kate event, BUT what is even more important is that I retained those people as Rewards Members and my business is forever a part of their memories. I have no idea how to calculate that value, but I know it’s priceless. This phenomenon is something that is unique to us as Independent Operators. We live, work and hire within our community and with that comes the opportunity to build a personal connection with our community and customers. Los Gringos Locos is part of people’s lives. The big operators can’t do that. They aren’t people, they are brands.
Celebrating a local athlete was a magical way to gain customers, increase awareness and solidify my restaurant as a “hub” in my city – not only for those specific weeks but for years to come.
“This phenomenon is something that is unique to us as Independent Operators.”
Consider this model for your business. For the upcoming Summer Olympics, “adopt” an Olympian. If they are local or grew up in a nearby city or state, that’s a great tie in. Start by highlighting their accomplishments, sharing about their life, their training and anything else your customers may find interesting. Hold watch parties for their events and report on how they did. If possible, invite them to your business to honor and support them. This is a great way to leverage local happenings and people, putting a spotlight on them and your business.
Multiply Your Success. This was like lightning in a bottle. It was an event that happens probably once in a lifetime. But the experience served as a great model.
Since that time, I have recreated this type of event in smaller ways, many times over. Not too long ago, the National Teacher of the Year was from a nearby town. I followed a similar formula by creating and promoting large congratulatory cards for customers to sign and then created an event to award the teacher with the cards at a meet and greet for those interested. This small idea became a 3-week promotion. I also invite every new town Mayor in as our “guest” tableside guacamole maker, providing them a chance to meet their constituents. This brings in new customers who are interested in meeting the mayor, and I turn them into Rewards Members.
The point being? The opportunities are there. So, I ask, now that you have a formula to follow, which local hero will you leverage to help grow your business?
