“New and different like what?” Mason asked.
“Well, there are the basic things you can do on a fairly regular basis, like drink sales. You don’t have happy hour here. If you offered happy hour with discounted drinks and snacks, it would appeal to the after-work crowd. Then there are things like menu specials. The grilled cheese is a perfect example of that. You find things that are appealing, and make them even better, then offer them occasionally. They become a special treat people look for, and once they’ve tried one, they are going to be more interested in seeing what else you might have to offer,” I said.
“I like that idea,” Jesse said. “We could also find local sources for ingredients and highlight them.”
“Now you’re thinking,” I said. “Which brings us to the other idea.” I grabbed the glass boot and set it in front of me, holding my hands out to it to display it. “On my first day working here, my best friend, Stephanie, came over with a gift for me. It was a Barbie lunchbox like the one I had when we were just little girls. She also brought along sandwiches from my favorite diner. She said it was a theme.”
“Childhood favorites?” Matt asked.
“Lunch,” I said. They looked at me strangely, and I shook my head to push past it. “I know. It sounds odd, but it made sense once she explained it. The point is, there was a theme. It was cohesive. And that’s what we should do here. Theme nights. People love creativity and things that are interesting, limited edition, and exclusive. It makes them feel special and included.”
“So, what are we talking about here?” Mason asked.
“Decorations, special food, drinks with names that go along with the theme. People could even come in costume or at least dressed to go along with the theme. Then there could be a costume contests or events and activities that go along with the theme. The point is to encourage them to feel involved again offer things they can’t get on a regular basis,” I said.
“What kinds of themes?” Tyler asked.
“The possibilities are essentially endless,” I said. “There are all the usual suspects. Halloween, Valentine’s Day, holiday things. Under the sea. Things like that. But then you can do other ones like a country night,” I said, gesturing toward the glass boot. “Or a black-and-white night. On the marketing materials, tell everybody to wear black and white, then use black lights. It creates a glow, and it’s really neat. You would be amazed at some of the creativity you’ll see in people’s clothes. Then find ways to make black and white the theme behind special menu items and drinks.”
“That’s actually a really good idea,” Mason said. “Tom bought some black light bulbs when we first opened this place. He ordered them by mistake, but just put them in the storage room rather than returning them. This would be a perfect opportunity to use them.”
“I know a couple of bakers in the area,” Jesse said. “We could ask if they want to come up with unique desserts or cookies or something, then have advertising for them.”
“That’s perfect,” I said. “They can also advertise the event from their end. It works out for both of you. We can create cocktails using Irish Cream or Amarula. Both are creamy and would come across as white under the lights.”
We talked about the event for a little while longer until the first of the town drunks filed in right as Mason unlocked the door. I took my place behind the bar and started filling orders. Half an hour later, Stephanie arrived with another set of friends. She was doing her best to be subtle about it, but I knew she was slowly trying to infiltrate me into her group so I would find more reason to stay.
While I made their drinks, Tyler came behind the bar to bring appetizers the girls ordered. Stephanie’s face instantly lit up, and she started flirting hard. All I could do was shake my head and laugh. My best friend had always had a crush on Tyler Anderson. There was even a time when she dreamily planned a double wedding while musing this was the only way we would be able to be sisters. Since we were both only children, her marrying Tyler and me marrying Mason was our only option.
It had sounded perfect to our young minds. While I had my go round with Mason and it didn’t happen for us, she was still working on Tyler. Her being there had the added benefit that some of her friends were from a neighboring town. They promised to spread the word about The Hollow, especially when Mason emerged from the office with fliers for the Black and White Night we had discussed.