|
East of Eating
By Adina Genn
Friday, March 11, 2005
On a regular off-season week, Pacific East in Amagansett is open only from Thursday to Sunday. But during Hampton's Restaurant Week, which runs April 3 to April 10, Michael Castino will keep his restaurant open all week long.
He calls the event a "good pre-season pop for the businesses out here."
Now in its third year, more than 100 businesses are participating in Hampton's Restaurant Week, with three-course price-fixed meals for $19.95 at East End 50 restaurants and discounts at 19 wineries, 27 lodging facilities and a host of retail stores, said Steve Haweeli, chairman of the executive committee and owner of WordHampton, a public relations firm in East Hampton.
Details are listed at www.hamptonsrestaurantweek.com.
Restaurant Week is the brainchild of Jerry Della Femina, the advertising executive and restaurateur, who was inspired by New York Restaurant Week in 2003. That year, Haweeli became the "de facto organizer," putting the event together in six weeks with 20 restaurants, three wineries, three retailers and five lodging places. He spent no money on advertising but "got a ton of press," he said. "We realized it was something good."
In 2004, the number of participating restaurants and businesses doubled. Last year, participating restaurants served about 15,000 meals during Restaurant Week, up from 7,500 meals in 2003, said event spokeswoman Aurrice Duke. Restaurants alone brought in $554,325 during Restaurant Week 2004, she estimated, figuring the cost of dinner, an alcoholic beverage, tax and a 15 percent gratuity.
Business owners said the week helps attract both locals and visitors, giving them a chance to enjoy the Hamptons before the height of the season and to sample a restaurant that they might not otherwise try.
"Right from the beginning we thought we'd do 20 to 30 percent more in business," said Walter Struble, the general manager of East Hampton's Della Femina. "It's well over 100 percent. People travel from all over Long Island now. Where it falls, right at the end of winter, it jump-starts the season."
A fall restaurant week is also possible down the road, Haweeli added.
Hampton's Restaurant Week is free for participating businesses. And Haweeli donates $30,000 worth of public relations services, he said.
"We get positioned as the food and beverage PR firm in the East End," he said. "All of our clients get involved, and we get a client or two each year."
|
