awareness of their audience with your oper- ation, and visa versa. At the main event, guests will enjoy a wine tasting accompanied by a customized meal intended to highlight the partner vint- ner(s). If no local vintner presents, the tast- ing and menu, while
“generic,” would
nonetheless reflect the region. Dinner is served on custom china designed for the event. Each guest receives a copy of the evening’s menu, including recommended lo- calized wine pairings. Recipes can be includ- ed or made available on request. Branding and Revenue: There are two
ways to build a brand: acquire one, or build one. Of the former, the aforementioned FoodTV comes to mind, as do the many suc- cessful television cooking show hosts. Build- ing a brand from scratch may pose more challenges, but is not unheard of. Revenue starts with ticket sales. What is an upscale dining event, where attendees get to mingle with chefs and vintners, learn of new vintages and menu items, and take home recipes, wines, and pleasant memo- ries, worth? Research would have to answer that question, but it is perceived as a high- end activity. So if prices are on the high end, people won’t be surprised. More modest pric- ing would broaden the appeal.
Other opportunities occur at the gift shop, where four popular items can be found for immediate purchase. First, a cookbook that includes all dishes served at that year’s event nationwide, plus a selection of historic recipes from dining cars of the past and de- scriptions of rail dining experiences of yore. The “secret” to cooking on a train — common ingredients and a minimum of preparation steps that result in unusual and delicious dishes — is exactly what today’s food-con- scious, but busy, consumer strives for. Another item, one that proved popular for a California dinner train operator, is a but- ter-pat identical to the one found on the train. At $12-$15, it is an inexpensive me- mento. For the American Orient Express, the distinctive pedestaled soup bowl sold by the
GRAND TRUNK HERITAGE By Philip R. Hastings
Firs&t Fastest
Sharing the experience of railways past and present
Have you checked out First & Fastest lately? Each issue delivers current news and historical features — many in full color — on urban, interurban, suburban and regional intercity passenger rail services in the Upper Midwest. Engaging, detailed articles and extensive photography make First & Fastest what readers proclaim the premier historical and news magazine in its field.
And it’s now easier than ever to order! Visit our website at
www.shore-line.org, and join online with your credit card. As a Shore Line member, you will receive all four quarterly issues of First & Fastest for the calendar year in which you join and member discounts on our Dispatch Series publications.
The Road of Service – Perspectives on the North Shore Line, Dispatch No. 4, explains the influence the North Shore Line had on our lives and why, 50 years after its January 1963 abandonment, the railroad still fascinates many people. Highly rated by readers. $32.95 regular, $21.95 member price, plus postage and handling. See
www.shore-line.org for details.
Save $40.00 – Become a NEW 2013 Shore Line Member and receive First & Fastest for 2013 plus Dispatches 2, 3 and 4 for $95.00, U.S. members or $125.00, Canadian/ International members. Offer expires September 30, 2013. Available separately:
Dispatch No. 3 - Enduring Traditions — South Shore Line, $29.95 regular, $19.95 member price, plus postage and handling.
Dispatch No. 2 - Competing Rails... Evanston & Wilmette, $29.95 regular, $19.95 member price, plus postage and handling.
Shore Line Interurban Historical Society Dispatch Number 4; Norman Carlson, Editor
Join Shore Line today! Dues are only $35 per year for U.S. members and $65 USD for Canadian/international members. Name ____________________________________________________________ Address ______________________________________________________________ City________________________________ St______ Zip ______________________ P.O. Box 425 Dept. RR Lake Forest, IL 60045 Join / Shop at
www.shore-line.org
With the finest in steam power and ded- icated employees, the Grand Trunk Railway served as Canadian Na- tional’s gateway into northern New England for decades. Featuring the black & white work of Phil Hastings and others, this book shows magnificent Northerns, Pacifics and more in the last years of steam on the railroad (C00066) $11.95 + s&h
To Order Call: 1-888-526-5365 or on-line at
www.carstensbookstore.com
Carstens Publications, Inc. $3295 Perspectives on the North Shore Line
A classic book now back in print! Relive mountain rail- roading at its finest during the last glory days of steam and the early diesel years on the B&O’s Cumberland and
Pittsburgh Divisions. Superb vintage photographs from noted rail photographers capture the spirit of Sand Patch, Magnolia Cut-Off, Seventeen Mile Grade and other legendary B&O places. 80pp. C00097 $14.95+s&h
OR ORDER ONLINE:
www.carstensbookstore.com Carstens Publications, Inc. TO ORDER CALL: 1-888-526-5365 (M-F; 9 a.m. to 5 p.m. e.s.t.)
9
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64