You can’t miss the 700-foot concrete truck ramp that sits a few thousand feet from the 254-year-old Avon Old Farms Inn.
The ramp isn’t pretty. Nor does the $2.8 million white elephant, jutting in between mature trees along Route 44, seem to belong there. And at first glance, one could question the state Department of Transportation’s assurance that the ramp’s series of metal nets and cables would safely stop an out-of-control vehicle.
The structure is also a daily reminder of the horrific accident that occurred at the intersection of Routes 44 and 10 in 2005, in front of the Avon Old Farms Inn. A truck with faulty brakes rammed through the intersection’s traffic light, striking 18 cars, killing four people and injuring 19 others.
It was around that time when Glastonbury resident Shawn Daigle invested in the historic restaurant. Despite the tragic accident, two years later, Daigle decided to buy out the restaurant’s other investors, leave his Wall Street gig — which he commuted to daily — and become a full-time restaurateur.
Shortly afterwards, the intersection was the scene of yet another truck accident. Within six months, the state acquired five private properties, including a portion of the land surrounding Avon Old Farms Inn, to construct the state’s only such ramp, which opened in February 2008.
Within three months, business at Avon Old Farms Inn sank by 50 percent, said Daigle. “It’s almost as if a black cloud hung over the restaurant and intersection,” he said. And then the recession hit, trimming away even more business.
Daigle was facing a perfect storm that could challenge even the most experienced business owner.
His solution: lower prices and build upon the restaurant. “You have to have a flexible business plan because things will happen beyond your control,”he said.
While Avon Old Farms Inn attracts a large Sunday brunch crowd, Daigle realized he would need to compete with the lower prices of the casual dining chain restaurants. He reduced meal prices from about $50 per person to about $26 and less. Maine lobster with grilled filet mignon, the most expensive item on the menu, costs $26. A turkey and artichoke panini costs $8.
He’s also launched special dining experiences, such as a four-course wine dinner for $39.95 and a three-course dinner with five seasonal beer tastings for $34.95.
While Avon Old Farms Inn has been a popular wedding venue, Daigle wanted to fill his facility during weekdays with business groups.He lowered his corporate package rates to $20 per person and sweetened the deal by offering groups a free open bar for their holiday party if they booked two events.
Another strategy: hire local bands, offer high-quality bar food — not frozen fare — and pack in the bar area on Thursday, Friday and Saturday nights. And offer $5 martinis. “No one really thought of us as a live band venue,” he said.
So far, his plan is working. Avon Old Farms Inn’s a-la-carte business has increased by 200 percent, he said. Group bookings are up too.
Daigle couldn’t control the design or construction of the truck ramp. But he can control the operation of Avon Old Farms Inn. And he’s passionate about it. “You have to be in the game,” he said.
Diane Weaver Dunne is the Hartford Business Journal managing editor.
