By Leslie Albrecht
DNAinfo Reporter/Producer
UPPER WEST SIDE — Lincoln Center restaurants say they've discovered the key to better business during Fashion Week: don't cater to fashionistas.
Restaurants that tried to woo insiders during last fall's Fashion Week — the first-ever at Lincoln Center — said they had better luck throwing open their doors to the general public during February's round of runway shows.
About 20 Lincoln Center restaurants participated in a promotion called "Fashion Plate Prix Fixe." Though some of the set-price lunch menus had haute couture themed foods such as "Runway Risotto," the deal wasn't limited to fashion insiders.
Eateries say that strategy worked better than discounts some offered last September that were only available to Fashion Week badge holders.
"It was better to let everybody in," said Carissa Sarreal, a manager at Sushi A-Go-Go across from Lincoln Center.
Sushi A-Go-Go didn't get many bites on September's discount for customers with Fashion Week credentials, but business was brisk this time around, Sarreal said, with customers downing plenty of sake and fresh fish. "It ended up working really well for us," Sarreal said.
Down the street at Josephina's, manager David Jones said he didn't get many takers during Lincoln Center's first Fashion Week when he offered a free glass of sparking wine for credential-holders. But the Fashion Plate deal lured large lunch crowds, Jones said.
"In this case, we just went with what we know: a menu with good value," Jones said. Chopped salads were a popular choice, and colorful cocktails like Cosmopolitans sold well, Jones said.
Shun Lee West offered a free glass of wine last fall, but didn't see much business as a result. This time, the Chinese restaurant saw plenty of traffic, said operations manager Henry Nuesch. Designer Anna Sui brought in a large group, and designer Michelle Smith of Milly stopped in too, Nuesch said.
At some restaurants, the Fashion Plate promotion generated more buzz than business.
Angela Barbuti, who plans special events at La Boite en Bois French restaurant, said the discount deal didn't result in a big financial boost — it drew about 20 customers. But the promotion, which popped up in news stories and on blogs, gave the restaurant something more valuable: free advertising, Barbuti said.
"For the restaurant, it’s really worth it, because it’s free publicity," Barbuti said. "The restaurant business is word of mouth. These people will go home and tell their friends about us."
Fashion Week generates $233 million in citywide visitor spending on hotels, restaurants, taxis and stores, according to a study by the city's Economic Development Corporation. Some Upper West Side retail stores have said the event didn't bring in much extra business.
