How to Create a Successful Food Event

Saving money is important, but without quality, excitement, networking, and a memorable impact,you might not enjoy a successful food event! So what are the elements of a successful event?

Checklist

It Begins With Sensory Excitement:

• Visual impact: focal points; effective, dramatic lighting; use of color

• Smell and taste: created by the food and beverage and use of floral

• Sound: music and entertainment

• Smart logistics: lines and traffic that flows smoothly

To Get To That Point, It's Critical To Form A Partnership With The Hotel Personnel. Do That By Taking These Steps:

• Connect with your catering manager early.

• Develop a relationship and reach a mutual understanding.

• To inspire creativity, tap into the memory of your most successful events.

• Ask about themes, décor elements, recommended vendors.

• Research the Web sites of recommended vendors.

• Ask for custom proposals from the hotel and the vendors.

• Ask what equipment the hotel owns.

• Ask what linen choices the hotel offers on a complimentary basis.

• Ask if there are complimentary centerpieces, votive candles, mirrors.

• Ask if there is a dance floor, stage, plants.

• Ask if the hotel can donate door prizes.

Saving Money For The Hotel Helps The Hotel And You, Too. To Do It:

• Plan as far out as possible.

• Release space for resale as soon as possible.

• Share information about what you've done in the past.

• Minimize turns and maximize space utilization.

To Get The Best F&B Pricing:

• Book events at off-peak times.

• Host all events at the hotel.

• Give the hotel an overall understanding of program and budget.

• Give accurate guarantees — don't low-ball.

• Negotiate discounts into the sales agreement.

• Have realistic expectations for F&B pricing — you get what you pay for.

• Remember that contract minimums for F&B are not maximums.

To Minimize Costs And Maximize Effect:

• Negotiate comp rooms, upgrades, and amenities.

• Look at labor charges. Station attendant fees might be waived for high-dollar events; server charges for passing food can be waived.

• Negotiate AV discounts.

• Bring your MP3 player and use your own music — most AV companies can hook up for the cost of a microphone and mixer

• Ask about LED lighting to enhance room sets.

• Use fresh fruit as décor.

• Ask about green alternatives — some may cost less.

• Order a la carte.

• Order beverages on consumption.

• Ask about “all-day” packaging for breaks.

• Serve dessert from lunch at the afternoon break or in the exhibit hall.

• Ask that plated meals with a few enhancements be served as buffets for lunch.

• Pass hors d'oeuvres so that smaller quantities will last longer.

About Hotel Food Expenses — did You Know?

• Hotel F&B profit is about 25 percent.

• Banquet revenue is used to offset lower-profit restaurants.

• Buffets are not less expensive for you or the hotel.

• Labor is the most costly item.

• Hotel schedules are done on Wednesday and Thursday of the previous week.

• Late planning may result in: inadequate staffing, timing delays, equipment shortages, general dissatisfaction.

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Keyword: food and beverage

SOURCE: Adapted from a past RCMA tutorial led by Kirk Howard.