ABOUT dineLA’s RESTAURANT WEEKdineLA’s Restaurant Week is a 12-day dining event, showcasing Los Angeles as a premier dining destination and highlighting the diversity of culinary experiences that LA has to offer. Participating restaurants offer special prix �xe lunch and dinner menus at set prices. In addition, Restaurant Week stimulates business and introduces new customers to restaurants throught Los Angeles.

dineLA DEMOGRAPHICS

Monday, January 21 - Friday, February 1, 2013

MENU PRICINGLUNCH

Min. of 2 courses$15, $20, $25

DINNERMin. of 3 courses or small plates

$25, $35, $45

REGISTRATION FEE: $850

Register early November 1-30, 2012, for $750

EVENT REGISTRATIONDEADLINE:

December 15, 2012

REGISTER ONLINE AT:http://my.dineLA.com

EVENT DETAILS

ABOUT dineLA OUR COMMUNITY

OUR MISSION

The Los Angeles Tourism & Convention Board, a nonprofit marketing organization, in partnership with American Express have created dineLA to promote the scale, variety and caliber of talent found in restaurants throughout Los Angeles.

dineLA seeks to continually position Los Angeles among the top restaurant cities in the world and to build awareness, traf�c, and revenue for restaurants throughout the greater LA area.

57K subscribers

23K fans

10K followers

75%female

38average

age

$95Kaverage

household income

AGEGENDER INCOME

consumer engagement is higher on dineLA’s Facebook page

during Restaurant Week

92% of consumers participate again

in Restaurant Week

LOYAL

dineLA’s CONSUMERS ARE

ENGAGED

92%repeat

10%industrystandard

during eventengagement42%

IN PARTNERSHIP WITH:PRESENTED BY:

RESTAURANTWEEK

REASONS TO PARTICIPATE IN RESTAURANT WEEK

INCREASE SALES

RADIO • NEWSPAPER • MAGAZINE

BE A PART OF THE LA CULINARY

COMMUNITY

GAIN NEW CUSTOMERS

SOCIAL MEDIA • ONLINE

TV • Radio • Newspapers • Magazines • Social Media & Online

Media for dineLA Restaurant Week will begin on December 27, 2012

MEDIA EXPOSURE AND REACH

LOS ANGELES & SAN FRANCISCO

IN PARTNERSHIP WITH:PRESENTED BY:

RESTAURANTWEEK

DINNERFIRST COURSE

A choice of:

Celery Root and Apple SoupBacon Con�t, Roasted Apples and Wild Mushrooms

La Marca Prosecco $9

Kona Kanpachi Sashimi Crispy Rice Crackers, Pickles and Heirloom Beets

Isojiman Junmai Daiginjo $11

Tosa Soy Gel and Yuzu AirDungeness Crab Risotto with Spanish Saffron Garlic and Micro Basil

Chateau St. Jean Fumé Blanc, Sonoma County, 2009 $12

SUPPLEMENTAL DISHSweet Corn Agnolotti with Mascarpone and Reggiano $12

SECOND COURSEA choice of:

Roasted Kurobuta Pork Loin and Braised Belly Orange Gastrique, Roasted Brussels Sprouts and Puree of Parsnips

LA on My Mind Cocktail $12

Pan-Sauteed Maine Diver Scallops Con�t Fingerling Potatoes, Hazelnut Brown Butter, and Mache Salad

Château Monbousquet White, 2004 Bordeaux $12

Grilled Vegetable Spaghetti Seasonal Roasted Vegetables tossed with Pinenuts, Roasted Saffron Marinara, topped with Fresh Basil

Chateau Puynourmond, St. Emilion, 2008 $14

SUPPLEMENTAL DISHDuo of Grilled Prime New York Steak and Lobster Tail $19

Stuffed Tortellini, Sauce Bordelaise and Horseradish Potato Puree

THIRD COURSEA choice of:

Molten Chocolate CakeHazelnut Ice Cream, Caramel and Chocolate Sauce

Lavazza Espresso $3

Dulce Leche Crème BruléeOddero Moscato d’Asti La Morra, Italy, 2012 $12

$45 per person, not including tax and gratuitity

YOUR RESTAURANT NAMEOR LOGO

Menu needs to be robust and of good value

Improve word-of-mouth by showcasing your

restaurant’s best dishes

Be creative and descriptive with the menu items

IT’S ALL ABOUT THE MENU

Offer a wine/beverage pairing with each course

Offer supplemental dishes at an additional price

UPSELL

UPSELL

TIPS FOR A SUCCESSFUL RESTAURANT WEEK EVENT

Use Twitter, Facebook and Instagram to

promote your menu

Create an exclusive cocktail for the dineLA menu

UPSELL

GREATMENU

Be

IN PARTNERSHIP WITH:PRESENTED BY:

RESTAURANTWEEK

RESTAURANTWEEK

DINNERFIRST COURSE

A choice of:

Celery Root and Apple SoupBacon Con�t, Roasted Apples and Wild Mushrooms

La Marca Prosecco $9

Kona Kanpachi Sashimi Crispy Rice Crackers, Pickles and Heirloom Beets

Isojiman Junmai Daiginjo $11

Tosa Soy Gel and Yuzu AirDungeness Crab Risotto with Spanish Saffron Garlic and Micro Basil

Chateau St. Jean Fumé Blanc, Sonoma County, 2009 $12

SUPPLEMENTAL DISHSweet Corn Agnolotti with Mascarpone and Reggiano $12

SECOND COURSEA choice of:

Roasted Kurobuta Pork Loin and Braised Belly Orange Gastrique, Roasted Brussels Sprouts and Puree of Parsnips

Schafer-Frohlich Medium Dry Nahe Riesling, 2010 $10

Pan-Sauteed Maine Diver Scallops Con�t Fingerling Potatoes, Hazelnut Brown Butter, and Mache Salad

Château Monbousquet White, 2004 Bordeaux $12

Grilled Vegetable Spaghetti Seasonal Roasted Vegetables tossed with Pinenuts, Roasted Saffron Marinara, topped with Fresh Basil

Chateau Puynourmond, St. Emilion, 2008 $14

SUPPLEMENTAL DISHDuo of Grilled Prime New York Steak and Lobster Tail $19

Stuffed Tortellini, Sauce Bordelaise and Horseradish Potato Puree

THIRD COURSEA choice of:

Molten Chocolate CakeHazelnut Ice Cream, Caramel and Chocolate Sauce

Lavazza Espresso $3

Dulce Leche Crème BruléeOddero Moscato d’Asti La Morra, Italy, 2012 $12

$45 per person, not including tax and gratuitity

YOUR RESTAURANT NAMEOR LOGO

RESTAURANTWEEK

DINNER–SMALL PLATES (Sample A)Please select dishes from the following sections:

STARTERA choice of:

Starter OneDescription of dish

Starter TwoDescription of dish

Starter ThreeDescription of dish

MAINA choice of three:

DESSERTA choice of:

Dessert OneDescription of dish

Dessert TwoDescription of dish

$35 per person, not including tax and gratuitity

Wine pairing add $20 per person

Selection OneDescription of dishDescription of dish

Selection TwoDescription of dishDescription of dish

Selection ThreeDescription of dishDescription of dish

Selection FourDescription of dishDescription of dish

Selection FiveDescription of dishDescription of dish

Selection SixDescription of dishDescription of dish

Selection SevenDescription of dishDescription of dish

Selection EightDescription of dishDescription of dish

YOUR RESTAURANT NAMEOR LOGO

RESTAURANTWEEK

DINNER–SMALL PLATES (Sample B)Please select dishes from the following sections:

STARTERA choice of:

Starter OneDescription of dish

Starter TwoDescription of dish

Starter ThreeDescription of dish

FROM THE GARDENA choice of:

FROM THE SEAA choice of:

FROM THE LANDA choice of:

DESSERTA choice of:

Garden OneDescription of dish

Garden TwoDescription of dish

Garden ThreeDescription of dish

Garden FourDescription of dish

Sea OneDescription of dish

Sea TwoDescription of dish

Sea ThreeDescription of dish

Sea FourDescription of dish

Land OneDescription of dish

Land TwoDescription of dish

Land ThreeDescription of dish

Land FourDescription of dish

Dessert OneDescription of dish

Dessert TwoDescription of dish

$35 per person, not including tax and gratuitity

YOUR RESTAURANT NAMEOR LOGO

RESTAURANTWEEK

LUNCHFIRST COURSE

A choice of:

Soup Du JourPlease Ask Your Server for Today’s Special

Green Market SaladLocal Greens, Crispy Shallots, Walnuts, Goat Cheese and Meyer Lemon Vinaigrette

Filet Mignon TacosQueso Ranchero, Guacamole, Pico De Gallo, Crispy Flour Tortillas

Salt & Pepper CalamariJalapeño, Shallots, Cucumber, Five Spice and Ginger Aioli

SECOND COURSEA choice of:

Chopped Cobb SaladOrganic Mixed Greens, Grilled Chicken or Beef, Avocado, Blue Cheese, Bacon,

Green Onions, Tomato, Hard Boiled Egg and White Balsamic Vinaigrette

House BurgerGround Beef mixed with Garlic & Rosemary, topped with Feta, Lettuce,

Tomato and Red Onion served on a Toasted Challah Bun

Grilled Wagyu Rib Eye CapGarlic Mashed Potatoes, Sautéed Seasonal Veggies and a Chipotle - Blue Cheese Sauce

Shelton Chicken Enchilada StackChicken and Roasted Pasilla Peppers in Garlic Cream, Jack Cheese, Fresh Corn Tortillas

Pinto Beans, Tomatillo, Red Chili Sauce and Sour Cream

Sesame Encrusted Ahi TunaSautéed Shitake Mushrooms, Mixed Greens and a Seaweed Salad

Grilled Vegetable SpaghettiSeasonal Roasted Vegetables tossed with Pine Nuts, Roasted Saffron Marinara

over Spaghetti and topped with Fresh Basil

SUPPLEMENTAL DESSERT - $6A choice of:

Molten Chocolate CakeHazelnut Ice Cream, Caramel and Chocolate Sauce

Dulce Leche Crème Brulée

$20 per person, not including tax and gratuitity

YOUR RESTAURANT NAMEOR LOGO

RESTAURANTWEEK