Reeves to Mix Food, Calamity For Crash Cafe

Its ambiance might be in bad taste, but the restaurant swears the menu will be superb.
The Reeves Agency of Baltimore has been named agency of record for the launch of the first Crash Cafe, the debut entry in a planned chain of concept restaurants centering around the theme of spectacular accidents.
According to Patrick Turner, president of parent company Crash Concepts, seven East Coast agencies pitched the account. Most of those shops contacted the client after a story about the dining concept appeared in The Wall Street Journal. Ultimately, the Baltimore-based company chose to remain close to home.
Reeves will handle all advertising and marketing, including public relations, creative strategy, and media planning and buying. Turner said initial billings will be $350,000, but if the concept takes off, it “could lead to a whole lot more.”
The prototype location at Baltimore’s Inner Harbor will feature a DC-3 plane piercing the front wall, half inside and half outside the building. Large video monitors in the restaurant will show scenes of buildings imploding, head-on locomotive collisions and action-movie sequences. But Reeves’ first priority, according to its vice president of public relations, Annette Saxon, is to prove the cafe’s menu surpasses the disasters.
“We need to educate the press and public . . . [that] it’s a concept, as opposed to a theme,” said Saxon. “Theme restaurants like Planet Hollywood and Fashion Cafe, they’re in trouble. Their food stinks, that’s why. Curiosity will get [diners] there once, but they won’t come back . . . We’re going to have great food.”
Turner said he had spoken with representatives of Disney World, who were enthused about his idea, but “they didn’t think it was edgy enough.” Early plans for a location at the Disney complex include stuntmen who will fall from the rafters or tumble in flames from a plane on cue. Plans to open a site in Los Angeles are also in the works, possibly featuring a train or automobile accident.