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SALT LAKE CITY — Can you imagine over 40 of the best gas stations in your city offering the same price for fuel over a 16 day period - all at a sizable discount? Aside from that being illegal collusion, it is doubtful an oil company would set prices consistent with their neighbor so you, the consumer, could sample each one on the block.
Well, this is exactly what over 40 downtown restaurants are offering from September 14-30, during Downtown Dine O'Round. Diners can sample two-item lunches for $5 or $10 or three-item dinners for $15 or $30 for 16 days. over a two-week span that includes three full weekends.
Dinner: Three items for $15 or $30Restaurants offer both lunch and dinner Dine O'Round options. Dine O'Round attendees may also choose a three-item dinner for either $15 or $30, depending on the cost of typical entrees. Sampling three selections at such a significant discount lets people experience a wider selection of tastes than a single dish.
"Summer is typically a slow time for restaurants in the downtown area," said Andrew Wallace, who runs the program for the Downtown Alliance. "Dine O'Round is timed to get people back in the habit of eating out once the summer heat has passed." The Downtown Alliance coordinates this event each fall. Wallace says the Alliance works to bring new people downtown, as well as encourage downtown residents and office workers to explore what the city has to offer.
Lunch: Two-items for $5 or $10
The lunch crowd is not forgotten during Dine O'Round, with nearly half of the establishments putting together two-item meals for either $5 or $10. "Adding lunch to the mix gives workers downtown, who may not often venture beyond their building, a good reason to sample the wide range of tastes downtown," said Wallace.
New vs Old & Upselling
This unique concept of Dine O'Round is designed to attract new diners through the doors as well as re-engage lapsed customers. Some restaurants will choose to put one of their staples on the Dine O'Round menu, while others may change the choice daily or weekly.
Dine O'Round is timed to get people back in the habit of eating out once the summer heat has passed.
–Andrew Wallace
Restaurant-goers do not need to sign up for anything, carry any cards or coupons. All one needs to do is ask for the Dine O'Round menu from their server. However, they are certainly not limited to just those three items. "They are going to get their three courses for $30, but they are going to want a glass of wine with that." said Miles Broadhead, GM of Zy Restaurant. "We are appealing because of our cheese selection, so usually they add a cheese board to their order."
ZY Restaurant was a newcomer to the restaurant scene just over a year ago, when they signed up to be a part of Dine O'Round to introduce their restaurant to the local population. Broadhead noted he still sees new diners discovering Zy, based on surveys taken during reservations, proving that Utahns are attracted to trying new eateries. Dine O'Round was in fact ZY's busiest two weeks last year and they hope to reach even more this fall.
Collaboration as an Instrument for Success Downtown
The Dine O'Round program is just one of many shining examples of thoughtful organization and collaboration within our community. Offering a single concept that is stronger than any restaurant might be able to pull off on their own, Dine O' Round aims to align a wide array of establishments and showcase the quality of downtown dining itself. However, convincing over 40 business owners to agree to a single concept is no small task and takes years of partnership. It is these partnerships that make up the core of our rapidly growing central business district and are part of our identity as Salt Lakers.
Our community approaches projects in SLC with a unified, future-oriented vision. This vision embraces change, growth, and prosperity for the entire neighborhood collectively, not just any one business. Other examples of this collaborative effort includes the Downtown SLC Farmers Market, bringing over 300 small business vendors and 10,000 visitors weekly into Pioneer Park, an area that once struggled yet is alive and thriving today with new business and enthusiasm. The Utah Performing Arts Center is yet another, featuring public leadership from both city and county mayor's to continue revival of our main street corridor.
We hope you enjoy Salt Lake City's fine dining opportunities during Dine O'Round this month and return again after the program's conclusion. While you are enjoying food, take a look around at the change going on our city and recognize that through partnerships and cooperation, as a whole your whole downtown is on the rise.
Nick Como is the communication director at the Downtown Alliance.
