The Official Preview Party - Rickey J. White, Jr. | RJW™
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The Official Preview Party

Creative, Marketing
Live UX, Logistics, Management
About This Project

About the Client

Experience Birmingham’s rich culinary culture during Winter and Birmingham Restaurant Week! Taking place twice a year January 20th – 29th and August 11th – 20th, Restaurant Week is a 10-day culinary affair where locally owned and operated restaurants offer incentives for patrons to revisit their favorite restaurants or to experience new ones, celebrating the landmark eateries that helped make Birmingham’s food scene what it is today.
During the 10 days, participating restaurants will offer food and drink specials including two and/or three course prix-fixe lunch and/or dinner menus for $10, $15, $20, $30 or $40 per-person. The goal of WRW and BRW is to encourage residents and tourists alike to get a taste of Birmingham’s culinary scene and to fill the seats of the city’s eating and drinking establishments.
In the spring of 2010 James Little, now the district manager of REV Birmingham (REV), returned from an Atlanta visit and enthusiastically shared his dining experiences during Atlanta Restaurant Week with STYLE Advertising partners Chuck Cargal and Bill Stoeffhaas. At the time Little served as director of the Five Points South Merchant Group.
Intrigued with the idea of launching a similar restaurant promotion for Birmingham, the trio began brainstorming what ultimately led to the birth of BRW 2010.
According to Little, “I had no prior experience in this area, but STYLE convinced me that a Restaurant Week promotion could absolutely work in Birmingham. They helped me create the strategies and presentations to sell our first sponsors – Regions Bank, Fox 6, Clear Channel radio, Black & White – and their design team created the logo and all of our original marketing materials.”
Since then, the “James Little – STYLE” team has joined forces with REV Birmingham, as Little became its district manager. REV, an economic development organization that creates vibrant commercial district by filling vacant spaces and growing substainible, now brings its expertise and manpower to BRW, making it bigger and better than ever. According to REV CEO David Fleming, “In addition to providing a needed boost in business for restaurants during the slower summer months, BRW’s Preview Parties have provided a fundraising vehicle for local causes including Railroad Park, The Lyric Theater, Birmingham Civil Rights Institute, Vulcan Park & Museum and this year, the Birmingham Museum of Art and REV’s own Urban Food Project. This is truly one of our city’s greatest annual events, and we are proud to be a partner in its production.”
Through the efforts of REV and BRW, Birmingham has experienced catalytic development in areas such as Woodlawn and Avondale which helped the city draw national attention from The New York Times, Forbes, Huffington Post and The Wall Street Journal.