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earth2table: Creativity II: The Sequel
February 27, 2007

One definition of the word “creative” is “the ability to use the imagination to develop new and original ideas or things, especially in an artistic context,” according to the Encarta online dictionary. I don’t know where creativity comes from, but I certainly can see its results. I do know that creativity involves the dreaded “w” word—work. It also takes the ability to think outside of the box and the courage to let go of certainties.

Back in October, I wrote about the balancing act of creativity versus business. I’ve been working on converging the two disciplines. It didn’t start last Sunday, but on that day, creativity did start to meet reality. Let me explain.

Early in 2006, after fleshing out the meat of my concept and the financial details, a marketing/branding idea kept nagging at me. I knew I wanted to somehow generate buzz building up to the launch of Terroir. I wanted something different, something that would make people say, “What IS that?” and “We HAVE to check this out!” Something that resembled the creativity and visionary thinking of the original Apple computer 1984 Super Bowl ad. Something visual.

I had previously worked with several photographers around the Portland metropolitan area: one for my cookbook, one for work we did at my previous restaurant in southern Oregon and one, Tony Secker of Loriant Studios, for work I did as executive chef of a boutique hotel in the Portland area. I called Tony, brought over a business plan and a bottle of wine, and we talked. Tony got it, and he wanted to run with it.

We did the conceptualizing that would give birth to a brand, one built on quality, value, comfort and accessibility—a neighborhood place, but with an edge. Here’s were the work actually had to happen. What series of images would convey everything we want to say? I trust Tony’s experience, his mindset, his audaciousness and—dare I say—chutzpah. So I knew that when the time was right, he would push the idea forward (in the meantime, you’ve seen some of his work on these pages and on Terroir’s Web site).

Fast forward to last Thursday, when we met to peruse the restaurant space and let creativity flow. I left an hour or so later with a commitment to come back over the weekend and a list of “prop” requirements. The list included as many oyster shells I could get my hands on, several naked fish carcasses, a range of glassware and serving pieces, a number of my culinary students to act as “background” and all the supplies for Bloody Mary cocktails.

So here are the fruits of our labors, at least in their raw form. I’m not sure yet just how we’ll incorporate them into our marketing scheme, but you will shortly see what creativity has wrought and what, if anything, can spring forth.

Cheers!
Stu

Posted by Stu Stein on February 27, 2007 | Comments (0)