Sails Restaurant and Function Centre was purchased by Airport Retail Enterprises (ARE) in 2007 when the site was known as Sam’s on Suttons and was primarily a fish and chip shop. Since ARE’s purchase the facility has undergone an extensive $2 million renovation of its spectacular art deco oceanfront building and been rebranded to Sails Restaurant and Function Centre.
Sails Restaurant and Function Centre now offers elegant casual dining at its 350 seat waterfront restaurant, tapas and cocktails at the 153 Bar, as well as superb conference and function facilities overlooking the beauty of Moreton Bay and the surrounding parklands.
Airport Retail Enterprises are specialists in food and beverage and retail shop venue management primarily in locations at Australian airports. Given that Sails Restaurant and Function Centre was not located in a high traffic area, ARE decided to engage Marketing Angels to provide complete outsourced marketing strategy expertise and assistance.
Marketing Objectives
Sails Restaurant and Function Centre wished to increase their market share in three clearly defined markets namely:
1. The local catchment area’s dining and function market (that is individuals, dedicated ‘foodies’, families, special interest groups and local businesses);
2. Brisbane’s corporate market for functions, special events and conferences; and
3. The wedding market.
Process and Methodology
Stage 1: Market Research
Market research was undertaken in July 2008 to clearly define Sails Restaurant and Function Centre‘s current market perceptions, points of difference and future opportunities. The outcomes of the research then formed the foundations to develop the venue’s new positioning statement, brand development, specific offerings for each market segment and a comprehensive fully integrated marketing strategy.
Stage 2: Brand Refresh
A consistent brand was developed and integrated into all promotional collateral to make more relevant and engaging. Sails Restaurant and Function Centre‘s positioning statement of “Wine, dine and celebrate on the beach at Sails” was developed to reflect the offering and selling proposition of its unique location.
Stage 3: Develop and implement a Marketing Strategy
Two key areas were identified as a priority over the wedding market segment, given the high level of interest already enjoyed by Sails for weddings. They were;
1. Increase in patronage at Sails’ Restaurant; and
2. Consistent and high quality conference and function bookings at the Function Centre.
These areas formed the basis of the marketing strategy.
Stage 4: Implement Marketing Activities and Tactics
Various marketing activities and tactics were developed and implemented on an ongoing and outsourced basis by Marketing Angel’s Consultant Hilary Knights who worked on site one to two days per week. These included;
· Constructing a yearly calendar of events built around the restaurant’s seasonal events (for example, Valentines Day and Mothers Day) and the Function Centre’s special events (such as business and sporting presentations)
· Begin a local media campaign by establishing a regular presence in local publications
· Undertake regular PR activities such as pitching seasonal or special interest stories to local and specialty publications.
· Engaged with the local community by supporting local causes.
·Built Sail’s profile through Business-to-Business engagement with key influence groups (such as the Chamber of Commerce and business advisory groups), align with local businesses and advertise directly to conference producers.
· Enhance Sail’s website and online marketing tactics. This was achieved through various means, including the development of an interactive website reflecting the improved branding, developing a schedule of e-communications components, and developed online presence with free and paid high traffic directories and portals to reach specific target markets.
Outcomes
As a result of these well-developed plans and strategies implemented by Marketing Angels, Sails Restaurant and Function Centre now enjoys the position of being a well known and sought after restaurant and venue on the Redcliffe Peninsula and surrounding suburbs.
Sails now plan enter local and state awards to showcase its unique location, culinary offering and customer service and involvement in local community events which have all proven successful.
Sails Restaurant and Function Centre will continue to implement the marketing tactics designed by Marketing Angels which will drive Sail’s brand equity, profile and market share further over the next two years.
