by Monica Chamness
Staff Writer
A new partnership with downtown hotel concierges is translating into more customers for River City Brewing Company.
General Manager Patrick Jackson joined the restaurant in July as part of routine personnel changes. Although he believed sales were acceptable, Jackson saw opportunities that were not being fully utilized. Four months ago, he began a referral incentive program for concierges at downtown hotels.
Concierges who recommend River City to their guests, which includes a complimentary limousine ride, accumulate points for free meals at River City or electronic devices such as a DVD player, X-Box, digital camera or television. Offered Sunday through Thursday, normally the down time for limousine services and restaurants, the program has helped boost business at the Southbank restaurant.
“The program far exceeded what we expected, quickly,” said Jackson, adding the restaurant has also redefined its target market and upgraded their ambiance.
“We changed everything from the linens and napkins to the uniforms, personnel, menu covers and the menu itself,” he said. “We moved more towards seafood. That’s what we concentrate on. We’re right on the water so it just made sense. Why compete with Morton’s or Ruth’s Chris for steaks when they’re right in the area?”
Capitalizing on the popularity of their Sunday brunch, Jackson also added an all-day seafood buffet. He’s tweaking the system to see what works best.
“We’re going to change the menu quarterly and keep track of what sells,” he said. “The servers hand out survey cards for feedback and our sales are itemized to spot trends.”
Jackson grew up in New Jersey, witnessing the hustle and bustle of downtown in a big city. He admits the local downtown market is tougher because of less activity, but sees the growing downtown residential market as a boom for future business.
“Coming from New York, this downtown is very different,” he said. “There, it doesn’t close on Saturday night. Here, that’s when we depend on regulars because there’s not too much to come downtown for. People are hard-pressed to come back downtown when they pass 40 restaurants on the way. Closer to the Super Bowl, I hope downtown will grow more. It has to. I think things can only get better.”
In the interim, Jackson plans to introduce some new entertainment to increase business. Every Friday in the bar area, they will be tape “Pass Me the Mic,” an amateur talent contest similar to “American Idol.” According to Jackson, the last few shows will be broadcast live. On Thursday in the dining room, a piano player entertains customers.
Currently, the floors are being stripped and refinished and the parking lot was repaved recently, but there are no major renovations planned.