In February 2021, many Tri-Valley businesses were struggling to survive the pandemic. The hospitality industry, including restaurants, were among the most-affected businesses. Public health measures to help stop the spread of illness affected regional tourism. With drastically fewer visitors from outside the area and local residents unable to dine out, many owners of dining establishments saw a dramatic drop in customers. There was one bright spot, however: the first Taste Tri-Valley Restaurant Week, which was a huge success for many of the participating venues.

The 2021 event featured money-saving meal offers, interesting food and wine pairings, and special menu items not usually available to local food lovers. Hacienda restaurateur Eddie Papa, for example, put an Armenian dish on the menu for Eddie Papa's American Hangout for the first time, according to Robin Fahr, Vice President of Marketing for Visit Tri-Valley. The dish, she says, was a huge hit. Many businesses also saw an upside after 47 different media outlets promoted the event. The owners of BottleTaps, a Pleasanton culinary pub focused on craft beer, noticed an immediate increase in customers. "Taste Tri-Valley Restaurant Week did a lot of business for us," according to co-owner Eric Wall. "We had probably one hundred twenty or so people who purchased our specials that were highlighted through Taste Tri-Valley Restaurant Week, which was probably three to four times as much as we were having in the weeks leading up to that. It was a huge help to our business."

How Taste Tri-Valley was Born

For many years, the nonprofit Visit California organization has promoted each January as California Restaurant Month, which regional organizations such as Visit Tri-Valley have supported. In response to the pandemic, Visit California canceled the special promotion for 2021. Doing a big promotion in January, during the continuing pandemic and immediately after the holidays, felt like too much work to many normally involved in the month-long event. Rather than skip a restaurant promotion entirely, Visit Tri-Valley and its partners developed the idea for a Taste Tri-Valley Restaurant Week to be held in February instead.

"It was because we were in the middle of a pandemic that we felt this really needed to happen," notes Fahr. "Visit California said, ‘We're not doing it this year, we just cannot not ask any more of the restaurants.' We saw it slightly differently. What if we were to move it to February and do our own thing? Normally we focus on visitors but what if we were to reach out to the locals and say we really need you because other people aren't allowed to come here?"

The new campaign was created around delivery and takeout orders. Then the region got a welcome break when restrictions on outdoor dining were lifted one week before Taste Tri-Valley began. During the 10-day event, a range of residents put on their jackets and headed out for a restaurant meal for the first time in months. Others enjoyed special takeout meals in the comfort of their own homes. Visit Tri-Valley, residents, and the 42 participating restaurants and wineries did everything they could to support the campaign, according to Fahr.  The first Taste Tri-Valley Restaurant Week was "hugely successful" and "made the restaurants feel loved again and busy again."

Year Two: Even Better

This year Taste Tri-Valley Restaurant Week returned on February 18 and runs through February 27 with even more special components this year. The campaign highlights the diverse culinary scene of the region in the form of special food events, unique menu offerings, and deals at the top restaurants, wineries, and breweries in the Tri-Valley. Food lovers can expect to find exclusive specials that they have not seen before or additional value as part of the campaign–but only if the venue still has open slots. Fahr recommends making reservations and asking a restaurant to save any special dish being served as part of the promotion so customers do not miss out. Diners are not the only winners, of course. Participating restaurants, pubs, and wineries can expect "tons of free publicity," according to Fahr, who says Taste Tri-Valley Restaurant Week 2022 is Visit Tri-Valley's biggest campaign of the year.

Originally conceived as a one-time event, Fahr expects the event to blossom into an annual Tri-Valley tradition. "We want to draw attention to the region as a culinary destination."

The Tri-Valley has a wealth of dining options, a noteworthy beer trail, and the famous and historic Livermore Valley wine region. Among its many fine restaurants are three that have won attention from the Michelin Guide: Sabio on Main in Pleasanton, Thai House in Danville, and Range Life in Livermore. Sabio on Main, Posada in Livermore, and Uncle Yu's at the Vineyard in Livermore have also been recognized with Wine Spectator Excellence Awards.

An estimated 30 restaurants and several wineries are participating in Taste Tri-Valley Restaurant Week, including Eddie Papa's American Hangout and Gobi Mongolian Grill, both located in Hacienda. The campaign ends on February 27, which means there is still time to make reservations for unique and enjoyable meals.

"It's February. Let's get back out there and support our local restaurants," says Fahr.

For more information about Taste Tri-Valley Restaurant Week, please visit visittrivalley.com/restaurantweek.