VCU Brandcenter taps Richmond diners for donations

Richmond-restaurant goers will be asked to
donate $1 for tap water they would otherwise get
for free this week.

The donations are part of VCU Brandcenter and
UNICEF’s joint project called the “Tap Project.”
This is the first official year the Tap Project has
been attempted in Richmond. Last year, the project
was held only in New York on March 22, raising
$100,000 in that one day. VCU Brandcenter hopes
Richmond restaurants will help meet its goal to
raise $100,000 between yesterday and World Water
Day on March 22.

“I am excited the VCU Brandcenter students
have the opportunity to implement an initiative that
utilizes the learning to positively impact children
all over the world,” stated Rick Boyko, managing
director of VCU Brandcenter, in a press release.
“This would be a great week to call upon an old
friend and take them to lunch for a great cause.”

David Droga, a member of the Brandcenter Board
of Directors and founder of Droga5, created the
Tap Project when challenged by Esquire Magazine
to show innovation in action.

The Tap Project initially was offered to the Martin
Agency, Richmond’s biggest advertising firm. But
because of its busy schedule, the Martin Agency
passed the project to VCU Brandcenter.

Every year, VCU Brandcenter acquires a few
professional projects, Boyko stated, yet the Tap
Project is special.

“This one was unique in that it’s something
you can monitor and quantify,” Boyko stated. “We
started out with no restaurants and no dollars.”
The students will be able to see real results after
World Water Week.

“Each student can say they participated in something
that helped around the world,” Boyko stated.
Chef Michelle Williams owns and operates
Michelle’s at Hanover Tavern and Richmond
Restaurant Group-The Hard Shell, Europa
Mediterranean Cafe and Tapas Bar, The Hill Café
and Delux Diner and Lounge.

“The guys that have organized the tap project
did such a great job,” Williams said. “It’s for a
good cause; it makes good sense.”

VCU Brandcenter created and provided all the
supplies for the restaurants’ use, including a card
given with guest checks that explains the initiative
and encourages patrons to donate a minimum of $1,
stickers for front doors of participating restaurants
and cards to put on the table.

In other cities, such as Los Angeles, Chicago
and New Orleans, big companies back the project.
Richmond is the only participating city in which
a student group is running the project.

“In this case, the effort is particularly outstanding
because of its benefits to poor communities
around the world,” said VCU President Eugene P.
Trani. “The project reflects the spirit of VCU in its
creativity, entrepreneurship, excellence and
community engagement.”

Todd Krull is the floor manager
at Europa Mediterranean Cafe and
Tapas Bar, which is participating in the
project.

“People responded really well when
you explained to them the situation-
that it was a donation for the
clean water that we take for granted
everyday,” Krull said. “They had no
problem donating.”

The card asks for a $1 donation, Krull
said, but yesterday evening, most guests
were giving between $3 to $5.

“It has UNICEF’s name attached to
it, so people know it’s going to a really
good cause,” Krull said.

Andrew Augeri is a second-year
Brandcenter student involved with the
project.

“I imagine it will start small,” Augeri
said. “We’re going to hopefully capitalize
on St. Patrick’s Day.”

Based on Williams’ estimate, her
restaurants alone could raise about
$2,500.

Augeri said the project will focus
mainly on Downtown Richmond with
the majority of participating restaurants
located east of Belvidere Street.

“The Tap Project for UNICEF is yet
another example of the kind of excellence
demonstrated by our students under the
leadership of their faculty,” Trani said.

“They are competing with and working
on the professional levels of some of the
best agencies in the country.”

According to UNICEF, a 50-cent
donation could be enough to purchase a
kit to test for bacterial growth in drinking
water, and $1 could provide one child
with safe drinking water for 40 days or
40 children with safe drinking water
for one day.

On a larger scale, a $20,000 donation
can buy a water-purification unit that can
provide safe drinking water for about
15,000 people.

“I would challenge the student body,”
Boyko stated. “If they’re going out to eat
. check which places are participating
in the Tap Project and choose one of
those.”

—

Participating restaurants in Richmond

1 North Belmont

3 Monkeys

Amici Ristorante

Artist Underground Cafe

Avalon

Bacchus

Baja Bean Co.

Beauregard’s Thai Room

Bin 22 – Carytown

Bistro Twenty Seven

BlackFinn Restaurant & Saloon

Cafe Gutenberg

Cafe Rustica

Captain Buzzy’s Beanery

Caribbean Mingle

Cha Cha’s Cantina

Common Groundz

Cous Cous

Delux

Elephant Thai

Extra Billy Barbecue

Europa

European Market & Cafe

Graffiti Grill

Havana ’59

Ipanema Grill

Julep’s New Southern Cuisine

Kitchen 64

Kobe Japanese Steak & Sushi

Kuba Kuba

La V’s Homemade Dining

Little Mexico

Little Pete’s Real McCoy BBQ

Louisiana Flair

Michelle’s at Hanover Tavern

Moshi Moshi

Mrs. Marshall’s Carytown Cafe

Mulligan’s Sports Grille

Nacho Mama`s

New York Deli

Niwanohana Japanese Restaurant

Papa Ningo’s

Pescados Latin/ Caribbean

Inspired Seafood

Poe’s Pub

Pomegranate

Popkin Tavern

Peking Pavilion

Racine

Rosie Connolly’s

Sam Miller’s Restaurant

Shackleford’s Restaurant & Raw Bar

Si

Sidewalk Cafe

six burner

Southern Railway Deli

Sumo San

TeaCo Cafe & Lounge

Thai Diner Too

The Corner Cafe

The Dining Room at the Berkeley

Hotel

The Jefferson Hotel – Lemaire

The Jefferson Hotel – TJ’s

The Hard Shell

The Hill Cafe

The Lucky Buddha

The Tobacco Company Restaurant

Trak’s

Viva Mexico Restaurant

Weezie’s Kitchen