PRLA Restaurant & Lodging Matters Fall 2020

6 •  PENNSYLVANIA RESTAURANT & LODGING matters  •  Fall 2020 CHAIRMAN’S MESSAGE What's the difference between optimism and 'spin?' Spin would be the word that cynics use to describe the genuine positivity with which hospitality professionals present themselves and their offerings, day in and day out. We never know how many—or how few— customers might walk through our door each day, but we present each, and those outside our door, with a promising approach of dishes and delights to make them feel at home. From a purely emotional standpoint, we are always winning because we have hope. Cynics do not. This came to my mind this weekend when reading an article on advertising strategies in the time of a pandemic. Distilling that article for you, it identified four channels through which you might connect and attract your customers. I think it is worth presenting them to you, with my added insights. Relief: Everyone craves relief from this pandemic experience. Our business is built around comfort. Ask yourself how you might amplify the things you normally do in order to instill in would-be guests a sense of relief. How might you be as comforting to them as their own home? Release: The frustration of lockdown mandates affects your potential customers as much as it does you. How might your operation offer some whimsy or some joy to them? How can you position your operation as their oasis? Recovery: We seem to be drifting farther ashore from the 'normal' we all enjoyed. How can you remain their steady lighthouse on that comforting shore? The stability of your staff and their genuine connection to guests, and your signature dishes, may be more compelling today than they ever were before. You have many more winning attributes like these. Relapse: The fear of increased infections hangs over us. Without acting irresponsibly, how do we present this moment as the right time for your guests to simply celebrate another day of living, with you? Optimism is in short supply these days, but our industry is based on it, and it lives within us. It may prove to be the key to our survival. Apply it. Sincerely, From a purely emotional standpoint, we are always winning because we have hope. Bill Covaleski Founder, Victory Brewing Company Downingtown Their Oasis