Trends Report: News from the National Association of Catering Executives
September 2008 Trends Report: News from the National Association of Catering Executives
President's Message
Dear NACE Member:
While these are challenging economic times, I remain very optimistic about the catering and events industry.
In August, more than 700 people attended our national conference, Experience! 2008, in Philadelphia and the enthusiasm for our field was ever-present, and contagious.
I would like to thank the Philadelphia/South Jersey/Delaware chapter of NACE for being such gracious hosts and taking on the amazing endeavor of hosting the event. It's no easy task to host a conference of this magnitude and the chapter did an outstanding job.
Our conference focused on the catering and events industry and striving to become better event professionals. The strength of our industry is great and we are fortunate to be a part of it.
Why am I so optimistic -- even as consumers seek to cut costs anywhere they can, the catering and events industry will grow and expand because food is popular!
Fifteen years ago, the Food Network launched, and today, it is so widely accepted and admired that it is functioning as a talent incubator. It is one of cable's fastest growing networks. As Food Network stars quickly rise from cooks, to celebrities, to lifestyle gurus, they have given rise to a new genre of celebrity. They personify our industry and they spark new interest in food, design, and event planning.
In addition, the output of U.S. food services and drinking places, an economic indicator for catering services, is expected to increase at an annual rate of 4.3 percent between now and 2012. That's ahead of the national economy.
Many groups celebrating milestones are still spending large amounts to make their events memorable. Caterers that go beyond, to provide unique experiences, can capitalize on high dollar, high margin functions. Caterers can also grow their businesses beyond food to include event management, organizing exhibitions, seminars, conferences, and festivals that can be highly profitable.
Event planners are taking a cue from open air kitchen restaurants by placing chefs in full view of the public and creating entertainment, as well as dining. Finally, Americans are expanding their palates to try new and interesting food items. Caterers are capitalizing on this interest by increasing the complexity and price of food at their events.
NACE is a mirror of all this industry growth and optimism. In the last year, we saw growth in our membership of more than 30 percent. For the first time ever, we have more than 4,400 members!
Our members are capitalizing on the reality television trend too. The "Ace of Cakes", Duff Goldman, design star Scott Corridan, TV personality Sylvia Weinstock, Dinner Impossible's Marc Summers, Whose Wedding is it Anyway? Steve Kemble, Linnyette Richardson-Hall and Dan Smith from Party Line with the Hearty Boys are all proud NACE members. And we are proud of them!
What's more, NACE is contributing to the national discourse on event planning and economic trends. Our surveys and industry data are being reported by Time Magazine, CNN, NBC News, and many others.
Through its professional certification -- the CPCE, scholarships and educational programming, NACE is leading a fantastic industry that is growing and creating new opportunities every day.
If you are not yet a member, I encourage to become a part of the excitement that is the catering and events industry by joining NACE -- the oldest and finest professional association for caterers and event professionals.
NACE will help you establish professional contacts, excel at your job and enrich your career.
Many of New York Citys Best Venues and Catering Organizations Are Members of National Association of Catering Executives New NYC Chapter
The National Association of Catering Executives new New York City Chapter represent many of the finest venues, catering companies and service providers in the culinary world.
Fifty years after NACE was founded in New York City, the New York City chapter will kick off with a grand party at the Plaza Hotel on September 25.
Cake designer to the stars Sylvia Weinstock will attend the September 25 event, along with about 200 other leaders of the New York City catering scene.
The NACE New York City chapter is off to an incredible start, with October events now being planned.
To date there are more than 40 members, representing a number of Incredibly prestigious organizations:
New York Marriott Marquis
The Westin Jersey City Newport
Omni Berkshire Place
Pier Sixty
Mandarin Oriental Hotel, New York
Cipriani USA
Casa Mia Manor House
ARAMARK, The Catholic University of America
Cloth Connection
Abigail Kirsch
Starwood Hotels and Resorts
New York Marriott at the Brooklyn Bridge
New York Marriott East Side
Hilton Rye Town
The Ritz-Carlton Hotel Company, LLC
Grand Prospect Hall
The Carlyle Hotel
Millennium Hotels & Resorts
Millennium Broadway Hotel
St. Regis New York
Bambu LLC
Seneca Gaming Corporation
Oberlander & Associates
The Glazier Group
Pamela's Traveling Feast
CPS Events at The Plaza
The Knot Wedding Network, Inc.
Crowne Plaza Times Square
The Ritz-Carlton New York Battery Park
Flatotel
The Ritz-Carlton Westchester
NYPH Presbyterian Hospital
Sylvia Weinstock Cakes, Ltd.
Life is a Highway
By Eric Ostrow, CPCE
President, Foundation of NACE
The sales process is not unlike a complicated highway system. You have to make fast-paced decisions, focus on getting where you want to go, and avoiding messy accidents. At Experience! 2008 in Philadelphia, I will present my tried and true methods for successful sales.
I will present coaching strategies on answering the phone, developing a script and settling on three main bullet points, topics you wish to get across.
And we will go over prospecting, which is the process of establishing connections with people who can use your product, or who can refer you to those who can. Prospecting is a systematic method of determining who you are going to connect with and how you are going to do it.
We will also review many other tricks of the trade I have learned in more than 20 years of sales in the catering world. Please join me in Philadelphia to hear my presentation, and discuss strategies that you have learned as well.
If there is one thing I have learned in sales, it is that one can always learn more!
An Interview with Linnyette Richardson-Hall of Who’s Wedding Is It Anyway?
1. How often do you appear on Whose Wedding Is it Anyway?
According to my fans - not enough! I have been with the show since its second season on Style Network - we are now in production for the EIGHTH season of the show.
2. Has it helped your business? In what ways?
The show has had a tremendous impact on my business - in so many ways. Prior to being cast for the show, I had a respectable amount of weddings and clients - and was pleased with the revenue I was generating. After my various episodes aired, the request for my company (Premiere Event Management) and our services has literally blown through the roof! I cannot begin to measure the marketing and advertising exposure I have received as a result of being a part of the show...the numbers are simply incalculable.
I've also been able to expand my staff and my internship program – which are excellent, healthy signs that my company is thriving. We receive many requests to manage events outside of the greater Baltimore area and if the situations are right..we'll take it on!
3. How did it happen? Was it something you were pursuing?
Although my life's perspective has always been that everything happens for a reason - this was a fluke. I was introduced to the show and it's cadre of producers by a fellow colleague of mine in Chicago (I am a true believer in the power of NETWORKING!) - seems that WWIIA? was looking for consultants to fill the roster and they wanted folks who had some experience in media and the wedding industry under their belts. My colleague sent me a fax saying "this sounds like something right up your alley - give them a call" and provided me with the producer's contact information. I gave them a call, had a brief phone interview, they asked for a bio, headshot and some video of me in "action"...I sent it off to New York. I received a call a few days later saying that while they LOVED what was on paper - for budgetary reasons they were going to stick with planners in NYC and L.A., but that they would keep my info on file.
Fast forward about 2 weeks - and I get another phone call from the producers. The network brass had taken a look at my information and wanted to do a "screen test" with me - they sent a cameraperson down to Baltimore, we shot on location at the property of fellow NACE member, Julie Brown-Edwards (who was at the Inner Harbor Marriot - and who graciously allowed me to come in and "play TV"), I answered a few probing questions, and it was a wrap. The screen test was on a Wednesday - I got a phone call on that Friday saying that a spot in the cast was mine, if I wanted it. The rest, as they say is history.
I've been doing television for a good part of my 16 years in the industry -I find it to be a compelling medium to promote what you do and show off the knowledge you've acquired. It's been a wonderful thing for me - and I have no plans of slowing it down at all!
4. What advice do you have for people who want to market themselves by participating on these types of shows -- how do they "get in?'
I have to go back to my habit of good "networking" - it's not necessarily what you know - but who you know. That's how this opportunity came up for me, and honestly - it's how many television appearances can happen for others.
The other thing to understand is that you have to be on top of your game - whatever your field of expertise might be. You have to be a serious expert and able to literally fire off sound bites and tiny pieces of random knowledge at a moment's notice. I would strongly suggest that if you want to go this route - get your headshots done (professionally), consult with an image stylist to make sure your outer look is on point (this is television, remember), craft an excellent bio, put together a great B-roll tape of you doing what you do best and stay on top of what's happening in the world of television. Many of the reality shows cast out very large nets for new on-camera talent, and it can be as simple as going to the various websites of the productions companies OR the shows themselves to see what they are looking for.
Word of caution - DON'T apply for what you are not able to do. That is a waste of your time and definitely that of the networks and it will not bode well for you in the future, should you decide to apply for something else. Casting directors have incredible memories.
5. How has being on the show changed for you, personally -- are you recognized?
Oh my goodness - I can't even do regular grocery shopping, I kid you not. See, I had this strange notion that no one watched this show - honestly, I had never seen it, even when I was being cast. My theory was a small cable show - limited audience. WRONG! “Whose Wedding Is It Anyway?" is Style Network's number one rated show with a viewing audience that encompasses the United States, the Caribbean and Europe - with that kind of viewing power, I get recognized everywhere - from Heathrow Airport in London, to a resort in Turks & Caicos (while on a family vacation), to the Target here at home.
People will see me on the street and honk their horns, yell out of their window - "Hey Miss Wedding Diva - we love you on the show!" When I am shopping at the market, people will come up and tell me how much they love my work on the show (which is always great to hear!) and then say "Oh - you buy "such and such" product; and then I'll see it in their grocery carts at checkout. Now - what really took the cake was the group of women who chased me down in a Sam's Club parking lot here in Baltimore - just to get my autograph and take a group picture on their camera phones.
6. Is there a downside? What should people know before they embark on something like this?
This whole thing is the proverbial "blessing and curse" - it's great for business, great for exposure, great for people knowing who I am, what I can do and what my industry is all about. However, I have lost my sense of being anonymous. I really have to watch how I am, what I say, where I go and who I am with because it's like being under a microscope. On the scary side of things I've had incidents where fans have found out where I live and decide to pay me a visit, not cool at all.
The stress is unbelievable when you are trying to manage an event AND still film at the same time - you are pulled in many directions, so you have to have a strong constitution to do everything well. And remember - it's television, so you always want to come off looking your best and that in itself can be a tricky balancing act. This is reality television, so in many ways - everything is "unscripted"...even still you are always constantly, brutally aware that every move you make is being recorded. And if you are like me (slightly OCD and definitely ADD), you are always painstakingly trying to make everything go off perfectly...and stay sane during the process...
If this is something you want to do, make sure that you are physically prepared (yes - filming is hard, hard work!), make sure that you are mentally prepared and definitely make sure that you have all things in place for your business, so that when the inquiries start rolling in because you've have been such an uber-star on television you are ready to handle it all.
It is with a very heavy heart that we must inform you of the passing of one of our members. Our dear friend, Tom Eddie, lost his long battle with cancer in the early evening of July 9th. He fought a good fight, and had a great attitude until the end. We would have expected nothing less from him, as he always welcomed a challenge, and remained steadfast in his beliefs.
Orlando Chapter President, Ed DiAntonio recalls: “My memories of Tom are that of a loyal, dedicated, tenacious and very personable human being. Tom was our Orlando Chapter Programs Chair and will be remembered for putting together excellent program locations with great content. I will personally always think of the times that we did not have a location for a meeting let alone a program two to three months out. Tom would say, “I have something in the works but I don’t want to jinks it! I’ll let you know when it is definite.” He always pulled through with a great location and program.”
Tom’s dedication and involvement in his NACE Chapter garnered him the Orlando Affiliate Member of the Year Award for 2008 and he was named to the 2007 President’s List. Tom was a “go to” member! If there was a short falling in anyway, he could always be counted on to make it happen; whether it be event rental items or helping hands, Tom was there.
After interest in the annual golf tournament started to wane, Tom took the reins and breathed new life into this annual fundraising event. Tom’s enthusiasm and belief that the golf tournament could be a viable fund raising tool brought thousands of dollars to College Scholarships, schools in need and other local charities. Without Tom’s efforts this tournament would have gone away.
The Orlando Chapter will mourn the loss of this vital, dynamic friend and member. We ask for your thoughts and prayers for Tom’s family for comfort and strength during this difficult time.
Plan a Summer Caribbean-Themed Event on a Realistic Budget
By: Eddie Wingrat
Owings Mills, MD
Caribbean summer nights…..colorful, sexy, and fun.
With the right ingredients, any venue can be converted to this natural and simple theme. With a mix of brightly colored linens, the balanced splash of tropical flowers, and a reggae band, your guests enter the tropics and they may not want to leave.
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Collaboration between vendors will create a sense of the Caribbean- - hitting on all senses as soon as guests reach the entrance: The music greets and fills the air with exotic sound, colorful and exotic arrangements of tropical flowers coordinated with bright linens set the mood visually. And, of course, the sweet taste of a vast selection of Caribbean foods and exotic drinks will get their taste buds going.
In today’s economic environment, budget has become the watchword in all preliminary conversations.
However, corporate clients, as well as individuals still want to present the best, and they want their guests to be fully entertained.
The challenge is to weave these two important concepts into a successful event, and it can be done!
Listening well while fulfilling the clients desire is the ultimate goal. Collaborating with all the other moving parts – other vendors -- can be the key to saving the client money, while delivering an event that everyone involved can be proud of.
Tropical centerpieces and coordinating décor do not have to be arranged in massive displays. Open, exotic deigns are best, with flower count minimal. Sculptural centerpieces with fresh fruit and orchids and coordinating buffet pieces will create focal points in and around the room (or patio). With backdrops of either natural gardens enhanced with tropical stems or rental palms and trees strategically spaced around the perimeter - the space is decorated, but expense is kept at a minimum.
A Caribbean theme in the summer - fun, happy, and colorful. It works, and it can be in budget - Have fun!
In a survey of NACE members conducted at the request of a major media outlet, just over half the respondents (52 percent) reported no declines in wedding spending in response to the recent economic downturn. Forty-eight percent reported that they have noticed declines in spending.
The survey has received national attention, and was quoted in Time magazine and USA Today. To read the Time story, click here.
The respondents were evenly split as well on whether more consumers were booking Friday or Sunday weddings, to avoid premium costs. Fifty-two percent said yes while 48 percent said no.
However, a clear majority – 88 percent – reported no increases in cancellations of weddings as a result of the economy. In terms of other types of catered affairs, 41 percent did report an increase in cancellations, while 59 percent did not.
"Weddings and still be elegant, and everything clients want – and economical as well," said Daniel Briones, NACE President.
Briones advises clients to choose a professional planner and to discuss immediately the personal priorities – which items are the most important? Then try to economize on the others.
Briones offers ways to save without sacrificing the elegance of the affair are purchasing a vintage wedding gown, choosing a catering venue with all inclusive pricing, eliminating a champagne toast, and using passed hors d’oeuvres so that caterers can manage quantity.
"By determining what’s most important to your client, you can help them have the event of their dreams within their budget," Briones said.
In another recent NACE quick poll, respondents reported a more than three-fold increase in the percentage of customers now seeking to incorporate green elements into their weddings.
The nearly 37 percent of the respondents indicated that more than 20 percent of their customers were going green. In the survey, only 9.6 percent reported that greater than 20 percent of their customers were thinking green last year.
Recycled paper, skipping the handouts, and serving organic foods and wines are among the most popular ways to go green.
By: Bernice Cornell
Philadelphia, PA
Why not…is the answer!
When the opportunity arose to not only attend this year’s debut of Experience! 2008, the annual conference of the National Association of Catering Executives, in Philadelphia, I jumped at the chance.
Experience! 2008 is the industry’s best collection of the stars of catering and event design in one place! Celebrity event planner Mindy Weiss, former White House chef Walter Scheib, Lynette Richardson Hall from “Whose Wedding is it Anyway?" and so many other big names!
The experience of networking with an unbelievable wealth of resources on an intimate level is priceless. Also, I am part of the planning committees, which gather on a regular basis, each managing a small piece of the weeklong event puzzle. The hands-on experience of working with the local chapter, which has the task of coordinating and organizing the countless details and professionals it takes to execute a conference for one’s peers is rare and valuable.
August will be a time to gain renewed energy and spirit.
Due to the fast-paced nature of the catering industry, it is easy to slip into a pattern of repetition; sell what you know and what you feel comfortable with; especially in season.
Attending the conference will provide the tools to broaden and hone our skills in the ever evolving industry we call catering and event planning. I know that I will walk away with the energy to challenge myself to provide my clients with the latest menu ideas, design concepts and new resources of industry partners to continue to produce creative events.
Once again, NACE is a source of great talent in the catering and events industry, and those stars will shine at Experience! 2008: The Future of Catering and Event Design in Philadelphia this August.
Walter Scheib, former White House Chef, Mindy Weiss, celebrity wedding and event planner, these are just a few examples of the luminaries in our field that you will meet.
NACE is proud to host our conference in Philadelphia, a historic city. The event will be historically significant for NACE as well, marking our 50th anniversary. There has never been a better time to join and get involved with NACE.
And, we will be holding elections for new board positions while we are in Philadelphia. Congratulations to Stacy Zeigler, Bold American Catering; Michael Roman, catersource Magazine, Conference & Tradeshow and David Reusche, Aramark for being elected to at large positions on the board.
Thank you for taking the time to read this newsletter, and if you haven’t already, join NACE and register to attend Experience! 2008.
Daniel Briones
Four Seasons Philadelphia
NACE President