Food For Thought: Insight on Food and Beverage From Industry Experts
By Drew Brown
One of the key factors in planning a great food and beverage experience is collaborating with others in the industry to ensure execution and excellence. Managing the task of providing food for a large group requires teamwork, communication and trust.
We invited an experienced meeting planner, a CVB manager, and a hotel executive to provide insights on the keys to collaboration, their experience of working together and how to maximize food and beverage at your next event.
JENNIFER SCHMIDT
Meeting planner and former hotel sales associate
DIANE WILSON
Senior Sales Manager
of VisitGreenvilleSC
DAVID WILSON
Director of Event Sales
at the Hyatt Regency Greenville
How did you get into the hospitality industry, and what do you enjoy about it?
Jennifer Schmidt: I grew up attending lots of conferences and events, and thought it was probably the coolest job ever to work at a hotel. My wish came true and I started working at a hotel while still in high school, and ended up staying on the supplier side of the industry for 11 years. I am a few years removed from the supplier side now, and have the opportunity to work as a planner for a few annual conferences. I love working with suppliers! They are my people. I enjoy bringing each part of my world together by planning meetings for faith-based organizations I am affiliated with. I love watching people get connected and engaged.
Diane Wilson: The hospitality industry has been my passion and focus for over 45 years. I most enjoy working one-on-one with individuals to create the most memorable experience possible in Greenville, SC - whether for a vacation or major city-wide event. I’ve been blessed to work for VisitGreenvilleSC for 25 years and watch this wonderful city grow into a destination to be remembered and repeated when it comes to faith-based groups.
The three of you have collaborated in efforts to bring a great food experience to large groups of guests. What’s most important when working together on food and beverage?
Jennifer: Clear communication is always key! The planner needs to have a good grasp on what their group's patterns, preferences, and budget are. When do they arrive? Do they eat at the hotel or go out, or bring food with them? When does a planned offsite F&B event make sense versus at the headquarter hotel? The clearer the planner can be with their needs, the better the supplier can 'wow' them with options catered to their group.
Diane: As a convention and visitors bureau, after helping planners identify the ideal venue/hotel(s), the VisitGreenvilleSC team connects planners with additional resources to give their attendees a taste of the local flavor and culture of our destination.
David Wilson: The most important aspect of planning a successful F&B event is no different than that of any other non F&B event. An open dialogue of what is important, what you wish to achieve, and what you are open to doing to achieve that goal. When a planner paints a picture of what a successful event or reception in this case, looks like to them, I as a supplier can navigate the waters of what WE do BEST to ensure we all look great.
Can you describe your experience of working together?
Jennifer: Diane and the team at the Hyatt Regency Greenville were a dream to work with! They have so much experience and are proud to showcase their revitalized hotel and downtown district. Greenville touts itself as a foodie town, so they were already well equipped to handle any questions I had regarding offsite restaurant options, and had a lot of print and online media resources available. The Hyatt Regency Greenville actually has a very popular restaurant on the main street of downtown Greenville, so their food options onsite were desirable for even locals, and their chef is very hands-on in providing local fare that is locally sourced. That keeps the quality excellent and the prices affordable.
Diane: Jennifer’s group was at our largest hotel in Greenville, the Hyatt Regency Greenville, and most of their F&B was on-property. When it comes to our food scene, choices are endless! In Greenville we have 110+ restaurants along our 10-block Main Street, all within walking distance of the Hyatt Regency and in the heart of our award-winning downtown. There are 600+ restaurants throughout Greenville proper, most within a 15 minute drive of downtown. VisitGreenvilleSC provides exclusive “iDine” discounts to all incoming Greenville groups – available online or as a printed handout – attendees simply flash their registration badge to receive discounts at several local culinary hotspots. We also alert our restaurant and all VGSC member companies of group arrivals, so they are aware of who is in town and may be stopping by.
How have you seen successful food orchestration enhance the attendees’ experience?
Jennifer: Food is a tool that you can use to guide and enhance any part of your event. Where there is food, people will follow! At our Fellowship Network Conference this summer at the Hyatt Regency Greenville, our very first official event of the conference was a dinner buffet at the Hyatt that included a delicious steak as an option - from that moment on, our attendees' bellies were full and they were happy and sold on Greenville from that moment on! I've been told by many people we HAVE to go back to the Hyatt Regency Greenville and have that exact same dinner again.
Diane: Here in Greenville, we’re known as a culinary destination with almost every type of food available to satisfy individual tastes. We have successfully orchestrated dine-arounds and off-site receptions with an educational food history component, and have connected planners with culinary, walking and driving tour operators. Many of our restaurants offer outside dining and wonderful spots for faith-based groups to enjoy small group discussions and one-on-one mentoring. There is also a beautiful park and waterfall in the heart of downtown that is ideal for picnics and special food-themed events.
David: When both client and supplier understand each other needs, wants, wishes and desires, it becomes less superficial and a deep, more dedicated commitment to the event success emerges.
What advice do you have for new suppliers and planners about food at their events?
Jennifer: Never underestimate the power of food at your event! Plan exciting, delicious food for opening and closing events that will stick in your attendees’ minds. Other meals can be simple and focused on being wowed by the meeting that is happening. Lean on your supplier/planner counterpart for what has worked best in their experiences with similar groups - you both want the meeting to be a success and will help each other accomplish that!
Diane: Planners should help suppliers by laying out their budget and allowing the supplier to be as creative as possible to maximize the planners budget and attendee experience. Food can be the one item attendees rave about or complain about. Our chefs in Greenville are excellent and very accommodating when it comes to working within a budget while maintaining culinary excellence.
David: Do not be hung up on the printed menu options and associated pricing. Use them as a tool to get direction, inspiration, and a glimpse of what the hotel does well. However, use those building blocks to request something unique and custom (both in variety and PRICE) from the chef once the event team and planner connect.
Are there any major “do” or “do nots” that come to mind?
Jennifer: Do not be worried about trying something new! Push the group's comfort zone with unique food items, presentations, or locations. But also DO trust your gut on what you know WORKS for your group! If you know that your group hates chicken and will be happy to see beef - give the people beef. Save money somewhere else and don't serve the people chicken if you know they are going to complain about it.
Diane: Start planning early! It’s crucial to develop a good relationship between planners and suppliers. Do allow the chef to be creative with seasonal options and (potentially) last minute suggestions to enhance the menu with local availability. Do not carry bad experiences into a new relationship … start fresh with a fresh relationship. Practice the Fruits of the Spirit and realize things happen, and turn last minute challenges into creative opportunities. Most of all, work together transparently towards a successful event!
David: Do not select menus, and sell them to the public for fundraising events, or other ticketed events without collaborating with the event teams first. There are often waters that have to be navigated due to event attendance and overall group size. Often special pricing can be considered as well for larger groups who are willing to work with the chef on ways to create an ease of service without compromising quality. In fact, most often the chef's concerns are about increasing the quality of your meal, not that of cost when discussing with planners.
What recent trends have you seen in food planning for events?
Jennifer: When attendees travel to events, they want to be able to have the same food standards that they have for themselves at home. They want to follow their dietary needs - whether that be gluten free, dairy free, vegan, keto, diabetic; but they also want to have fun and enjoy what they're eating. They also want their food to be beautiful or presented in a fun way! Food is a backdrop of your entire event. People WILL take pictures of their food, it WILL be on social media, and if it is associated with your event media presence, you want it to make you look good! I think it is so important to think of food planning as an experience - presentation, location, quality, taste. Food can be a total sensory experience, and we need to incorporate all aspects when planning for events.
Diane: In Greenville, SC, outdoor and rooftop receptions are popular, as are culinary tours, dine-arounds and open nights to develop attendee and/or exhibitor interaction using our “iDine” discounts.
David: Custom menus focused around group and conference theme still seem to be at the front of the trending list. Some bloggers and writers speak of non-alcoholic beverages or mocktails, however the reality is the consumer demand isn't actually there. Creating unique and memorable experiences is still the driver.
How do you manage keeping costs in line with a terrific food experience?
Jennifer: Planners need to be realistic about food & beverage costs going into their event. It is always more difficult to negotiate food pricing than room pricing, since venues have such a small profit margin on the food already due to the high costs. Sometimes it's better to put your budget into a couple 'wow' food events and let attendees be on their own for some meals. Other times it's better to have lots of mini food touch points for your attendees - light breakfast and coffee breaks, snack breaks and receptions - and 'wow' them by how many times you're providing different kinds of foods.
Diane: Planning and being transparent about budgets and needs.
David: Communication — OPEN communication with your event’s team. If you do not feel comfortable speaking openly to your event manager about your budget, wants and needs…Find a new property to work with.
This roundtable was facilitated by Drew Brown, Managing Editor of Aspire Magazine, and published in the Fall Issue of Aspire.
Click here to read more from Aspire’s Fall 2019 Issue, or to subscribe to this quarterly magazine.