New York State Restaurant Association Rebrands to Better Reflect the Profession Today

New focus and logo are unveiled at 2011 International Restaurant Show

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New NYSRA logo

NEW YORK, NY (02/28/2011)(readMedia)-- The New York State Restaurant Association (NYSRA) - a member organization that has been serving restaurants, caterers and their guests for 75 years--today announced a new brand identity and expanded offerings that reflect a more contemporary and accurate vision of New York's restaurant and hospitality profession today.

"We are thrilled to unveil a new brand identity that has been designed to emphasize our role as a 'networked exchange' for a broad cross-section of the profession, a place where diverse culinary cultures and roles can connect through a single shared passion: serving others," said NYSRA Chairman, Jason Wallace from the floor of the Jacob K. Javits Convention Center where the new logo has been unveiled as part of the Association's 2011 International Restaurant and Foodservice Show of New York. "It also speaks to the prevailing mindset of our members: contemporary, creative and open to new ideas."

"Within our membership resides an invaluable resource of expertise, information and ideas, and it is our intention to create a forum where this information can be easily requested and shared by all our members," explained Jeff Dodge, Chair of the Membership Committee who has led the rebranding effort.

The new brand identity's fresh color palette, radiating form and modern typeface all speak to a membership who values new ideas, a respect for sustainable practices and a definition of service that extends out to the local community. NYSRA's booth, #1445, at the center of this year's restaurant show, offers a peek of what can be expected by the newly-focused association. To reinforce this view, each day the booth's Solutions Center provides visitors with the chance to engage with some of the association's most sought after professionals on topics ranging from big-impact/low-cost design ideas, using social media to build reservations and getting more from your in-house crew.

The booth's Post-It Wall provides visitors with the opportunity to express what they believe are the greatest challenges facing the industry this year. NYSRA will use this feedback to refine its programs and services, and will post the results on Facebook. Anyone who contributes to the Challenge Wall also has a chance to win a new Apple iPad.

"We needed to take a fresh look at how to best meet the needs of today's restaurateur. Everything was on the table for discussion," said Wallace, outlining the strategic re-alignment process that led to the changes. "What we learned is that the people we serve find value in NYSRA through three core areas of focus: innovation, advocacy and education. People want NYSRA to provide a network for collaboration and shared ideas; look out for their interests with government and other agencies; and provide the educational opportunities and training to keep their businesses running smoothly," Wallace said.

"NYSRA's value-added services, such as low cost employee insurance programs and credit card processing, continue to be the primary reason that people join the Association. That and the access to expertise," said Wallace. "However, we've learned we can improve how we communicate these and the many other benefits NYSRA Membership offers to many people who've never heard of NYSRA before or don't understand its value."

A focus on communicating better through social media, web and other digital means to expand communications while holding down costs has been a key focus of the new program.

NYSRA hired the leading communication design firm C&G Partners to execute the rebranding. They provided strategic and creative expertise on how to reposition and rebrand the Association. Their work is well known to through the New York Public Library, the new Yankee Stadium, the Museum of American Finance and the Signature Theatre Company.

"From the great family Italian houses in Buffalo, to the cutting-edge cuisine of Brooklyn, New York has an enviable reputation as the Mecca for dining that brings creativity, style and class to the table," said Wallace. "This project is intended to help the Association continue to keep pace and relevance with this bright, energetic and formidable group of entrepreneurs."

For a copy of the logo or additional comment, please contact: Melissa Fleischut, NYSRA, 518.527.1126 or melissaf@nysra.org

The New York State Restaurant Association, founded in 1935, is the leading business association for the restaurant and hospitality industry in New York State. Comprised of more than 56,000 restaurants, bars, clubs, New York restaurants represent more than 628,000 employees and sales of approximately $27 billion - making it the cornerstone of the economy, career opportunities and community involvement. Along with the New York State Restaurant Association and New York State Restaurant Association Educational Foundation, NYSRA and its chapters work to represent, educate and promote the rapidly growing hospitality industry. For more information, visit our Web site at http://www.nysra.org/.