Johnny Rockets Says First Theme-Park Diner a Blast
Freedom’s Excelsior Celebrates 10 Years; Grove Courts Action Sports Events
Marketing & Media by Sandi Cain
Johnny Rockets Group Inc., the Aliso Viejo-based chain of 1940s-style hamburger diners, says it has hit the jackpot with its first amusement park venture after just one season.
The company last year agreed to put a restaurant in Cedar Point, the Sandusky, Ohio, flagship park of Cedar Fair LP, which also owns Knott’s Berry Farm and Soak City in Buena Park.
The Ohio diner, at the park’s main entrance, is the largest in square footage in the 140-store chain,and now is the company’s highest-grossing franchise.
“It’s been very successful for us,” said Cathy Breen, director of marketing for Johnny Rockets.
Breen said the restaurant’s showing is notable because the northeastern Ohio park, which draws around 3 million visitors a year, only is open five months out of the year. Knott’s draws about the same number of visitors but is open year-round.
Despite the similarities in park attendance, Breen said there are no immediate plans to open at Knott’s or other amusement parks.
“If the opportunity arose, we’d be interested, but we’re not actively pursuing the market,” she said.
Another restaurant to jump into theme parks is Irvine-based El Pollo Loco Inc., which opened a location July 4 at the Hollywood Cantina area of Universal Studios Hollywood.
Feliz Cumplea & #324;o
Irvine-based Freedom Communications Inc. earlier this month celebrated the 10th anniversary of its weekly Spanish-language newspaper, Excelsior.
The paper’s general manager, Mike Cano, called the first 10 years “challenging,” saying that Spanish print media has been underdeveloped until a few years ago.
Excelsior’s main competition, Cano said, has been broadcast media, especially radio. The paper also competes with La Opinion, the Spanish-language daily that’s 50% owned by Tribune Co., parent of the Los Angeles Times.
Excelsior reaches about 30% of the Hispanic population in Orange County, Cano said.
His next goal: going daily.
“That’s probably still a couple of years away before there’s the market support,” he said.
Where the Action Is
The Grove of Anaheim,formerly the Sun Theater,is playing with the action sports industry.
In June, the concert and special event venue hosted the Surfrider Summerfest benefiting the San Clemente-based Surfrider Foundation USA. Also last month, the Grove hosted the pay-per-view premiere of the skate film “Op King of Skate,” featuring Tony Hawk and Bob Burnquist. Then it hosted the premiere of Billabong USA’s film, “Blueprint,” about surfer Shane Dorian.
Mark Sperling, events and marketing director for Primedia Action Sports Group, said the Grove’s d & #233;cor and location makes it attractive to the industry.
“It’s modern but elegant,” he said. “You can do a video, have a band, turn it into a nightclub or do a sit-down dinner,” he said.
Grove general manager Stephen Lazar said he thinks the facility is “just edgy enough” to draw the action sports crowd.
“It’s a big market,” he said. “And word of mouth (about a venue) is always a good thing.”
Not Ideal Timing
In three years, Naperville, Ill.-based Ideal Incentive Inc. grew its sales to $1.7 million and was named a “Hot 100” new business by Entrepreneur magazine. But when it decided to expand to the West Coast last year, its timing wasn’t, well, ideal.
Ideal Incentive, a provider of promotional products and incentive programs for companies of varying sizes, opened its first West Coast office in San Clemente on Sept. 8.
Vice President Steve Howser admitted he had some doubts about the move three days later,the day of the terrorist attacks,but now is more optimistic.
“We knew California is cutting-edge,” he said. “We usually found out about hot items about six months after they hit in California, so we felt the need to be here.”
The company’s niche is its ability to create and improve incentive programs for companies as well as providing products for those programs. OC clients include companies involved in car racing, sports training, manufacturing and golf, Howser said.
Bits and Pieces:
The Orange County Ad Club is hosting its annual bowling night this Tuesday at Irvine Lanes. Details: (949) 786-9625 The Automobile Club of Southern California launched a new map in its “GreatestHits” series, this one on the Southland’s beaches. The colorful, laminated maps sell for $4.95 through AAA; they’re available at state welcome centers, including Santa Ana, Oceanside and the Beverly Center The Laguna Playhouse expanded its package options for season tickets to include Tuesday dinner and show packages, Sunday luncheon packages, student packages and Thursday matinee and lunch packages. A program to attract young professionals also is in the works Jacksonville, Fla.-based Stein Mart recently opened a 35,000-square-foot store at Woodbridge Village Center in Irvine, its fourth OC location.
