White Rock's annual dine-out festival is back for a ninth year – but this time with a new identity.
Beginning Tuesday, Jan. 20, Taste White Rock – formerly known as Bite of the Rock – will launch, and run until Feb. 13.
The event – hosted by the White Rock Business Improvement Association and dubbed as a "25-day culinary adventure" – gives restaurant-goers the chance to dine at more than 20 White Rock restaurants, with each offering a three-course, price-fixe menu at $25 or $35 per person.
"It's an affordable way for people to try new restaurants that maybe they haven't been to before," said White Rock BIA executive director Douglas Smith.
The popular festival's new name and logo better reflect the city, Smith said, adding that the rebrand was helmed by White Rock's Invision Creative.
"When I came to the BIA (in August), we brought some of the key restaurant managers together… and after nine years, they told us they wanted to hit the refresh button because things were in need of an update.
"We're really excited about it."
The festival was originally created to help boost business in White Rock in what Smith called the "shoulder season" when the city, especially the waterfront, isn't as busy as it is during the summer.
"The restaurants have all indicated to us that it's been very beneficial to them," Smith said. "But we felt there were things we could do better this year, because if you're going to do something, I want to do it well.
"Hopefully Taste White Rock will have the impact we're hoping it will have, and it will put White Rock back on the map regionally as a place people will want to come to often."
For more information on Taste White Rock – including a list of participating restaurants – visit www.tastewhiterock.com or check out the festival's Facebook page at www.facebook.com/tastewr
Smith said participating restaurants will also post Taste White Rock stickers on their storefronts to let customers know they are taking part.