Insights Into Building Brands, Community Collaboration

Community collaboration was the center of discussion on May 24 at the National Restaurant Association Show as leaders from Chicago’s Friday Night Flights neighborhood tasting series offered tips on how to grow brand awareness through community events.

Jennifer Morand, president of the Chicago Automobile Trade Association and general manager of the Chicago Auto show; Jason Lesniewicz, senior director of cultural tourism for Choose Chicago; and Ben Smock, owner of Toque & Bottle Advisory, described the beginnings of Friday Night Flights and how it evolved into what it is today: a popular neighborhood tasting series in the Windy City.

The discussion offered attendees tips on how to grow and expand an audience; how community events may be the answer; and how seeking partnerships with similar goals is key.

Smock began the presentation by encouraging attendees to get in touch with their local municipality and tourism organizations that promotes their city or destination, “because it is an easy way to expand your brand.”

Smock also encouraged partnerships to think outside the box when it comes to partnerships. “Don’t limit yourself by thinking, 'Oh, I’m a restaurant I can only partner with other restaurants.' ” Smock said to consider community organizations to partner with that have similar interests.

Lesniewicz then explained the beginnings of Friday Night Flights. He highlighted the importance of community collaboration and not to be afraid to start small and think big.

He said the first event included eight brewers that attracted nearly 300 attendees. Then, as collaboration continued, he said momentum continued and the 2018 series of six events had a total audience of more than 4,000, with many attending multiple events.

“It started small and grew into a wonderful branded series where eventually we partnered with the Chicago Auto Show,” said Lesniewicz.

Morand said connecting with Friday Night Flights was an easy decision. People who come to the Auto Show are there because they are interested in cars, “but in order to keep growing, we needed to reach new audiences, and partnering with Ben and Jason allowed us to reach millennials with Friday Night Flights at the Auto Show, where we had Friday Night Flights stations on the show floor.” 

The presentation was followed by a question and answer session where guests were able to ask specific questions regarding growing brand awareness and community collaboration.