New Year’s Eve and Valentine’s Day have long been among the two biggest money makers for the hotel and restaurant business. Lush dinners, plush suites and dining packages attract regulars and newbies alike.
California wine country is a particularly appealing destination as the weather tends to be mild in February and more wineries and hotels are offering indulgent packages than ever before. Here’s a quick peek at what some lucky visitors maybe be enjoying next week and how operators can build revenue from these kinds promotions in California and other parts of the country.
Sonoma Experiences The recently refurbished Vintner’s Inn in Santa Rosa—an hour outside of San Francisco—is home to John Ash & Co., where the menu focuses on lots of local vegetables, meats and cheese. “Our business for Valentine’s Day is huge. Actually, it is one of the busiest holidays of the year,” says Percy Brandon, the hotel’s general manager.
He continues that, “Our ‘3 Days to Say I Love You’ campaign runs every year when 2/14 falls on a Thursday, Friday, Saturday, Sunday or Monday and yields 600 to 700 diners for the three days that it runs. Generally, Valentine’s Day [itself] yields 285 to 300 guests for dinner.” In comparison, on an average Saturday night the restaurant generally hosts 200 guests.
What is more, he adds that, “95 percent of our business that night is tables for two [whereas] on normal nights party sizes range between two and ten. Check average is high as we feature a pre-fixe dinner for Valentine’s Day itself. On average, Valentine’s Day shows a 50 percent revenue growth from a busy Saturday dinner.” He notes that the restaurant already has 312 reservations booked for the 14th and that, “Friday and Saturday continue to fill up as the 14th is already booked.” At the Sonoma Mission Inn, just outside of the historic town of Sonoma, dining and spa packages featured around Valentine’s Day are expected to bring in a “10 percent year-over-year growth during the long V-Day weekend in rooms, food and beverage and spa areas,” according to the Inn’s director of hotel operations JoAnn Lenhardt.
Some of the specials include swanky suite accommodations, a multi-course dinner paired with local wines and a Champagne-oil massage for couples followed by chocolate and sparkling wine. For the ladies the hotel is also offering a chocolate-based manicure, followed by a chocolate face mask and a foot massage.
A Texas Take on the Holiday Outside of Austin, in Texas’ Lake Country, at the Lakeway Resort and Spa, general manager Blake Doran says that, “Valentine’s Day promotions drive ROI largely by introducing guests to an experience that will continue to bring them back for years to come. We’ve found that couples who enjoy a romantic getaway for Valentine’s Day are exposed to our fantastic wedding venue overlooking the lake, which contributes to the return we see from the wedding market.”
The hotel offers scenic Lake Travis views from its suites and Champagne- and rose-filled dinners. Doran adds that these specials also attract locals looking for a unique night out. “The special menus featured on holidays, like Valentine’s Day, engage the local community and create loyalty and more frequent business. We find that the experience at the resort creates a basis for lifetime memories that our guests want to celebrate throughout the year, resulting in repeat business and high return across the board, from weddings and events to rooms, food and beverage.”
Offering unique dining, drinking and spa experiences is always a great way to increase ROI for restaurants and hotels on special occasions.
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October 2021
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