Monday

Take a look at the 2011 Catersource Educational sessions and our guest speakers at this year's Conference & Tradeshow. This year's sessions cover BBQ, picnic and outdoor event divisions, keeping your food costs down with value proteins of meat, HR issues and staff turnover, food trucks, themed menus, compensation packages and commission structures, finding financing, how to get on venue lists, home dinner parties and more.

The Business Roadmap.
Developing and Implementing a Sound Strategic Plan for Profitability and Growth
Warren Dietel, President
Puff n’ Stuff Catering, Orlando, FL

Success in today’s environment requires a vision of your organization’s future direction and a course to get there. Taking the time and effort to develop a sound plan with measurable goals is the key to setting your company apart from the competition.  In this session, you will learn:
• how to craft and implement a successful plan that your team will support.
• how to drill to the core to discover the unique qualities your company can use to
  differentiate itself  from the competition.
• how to leverage Social Media and understand how to use it as the new word of mouth.

Superstar Menus. How to Re-Invent Your Old Menus for Today’s Market
Ken Barrett, Executive Chef, Different Tastes, Boston, MA
Joanne Purnell, Chef de Cuisine, Good Gracious! Events, Los Angeles, CA

Tired of the same old menus? Want to create excitement about what your kitchen is doing? Explore design ideas that will add creativity to your menu and your company profile. Chefs Joanne and Ken will teach how to revamp your “tired” menu items to compete with today’s latest food trends. You will learn:
• How easy it is to add flair to your current menu items.
• Dramatic menu design that actually involves less work in the kitchen!
• New food and fashion trends to excite clients and increase sales.

Once Upon a Time...Incorporating Story Selling Into Your Sales Process
Cliff Schamber, CPCE, CMP, Director, Catering Sales Solutions and Support, Marriott International, Bethesda, MD

It has been said that accomplished sales people all have one common trait: They are accomplished storytellers. Their ability to paint a compelling picture that evokes emotion, delivers a clear message and motivates the customer into action undeniably contributes to their continued success. You will learn:
• How to tell a compelling story.
• How storytelling gets your prospects interested in your services.
• How to craft a story that creates expertise, trust, and lasting relationships.
• How to know when to stop telling your story.

Executing Large Plated Events, the Step by Step Process
Tim McLaughlin, Corporate Executive Chef, VP Culinary,
Restaurant Associates, New York, NY

Cold food cold and hot food hot for a 2,000-person plate-served dinner? No problem for Executive Chef Tim! In this unique, and never offered before session, you will learn what you should do and not do to ensure success for serving plated multi-course meals in all sorts of locations. Imagine serving 2,--- guests without holding plates ahead of time in warmers, caves, Queen Marys or hot boxes. You will learn:
• How to preplan and organize your staff and equipment.
• Ways to plan the menu to lessen cooking time and procedures.
• Methods to organize your dish-up to serve immediately without holding plates.
• Get checklists that will make mega event serving easier.

Sous Vide Cooking for Caterers
Jamie Keating, Executive Chef/Owner, Rivermill Event Center, Colombus, GA

Sous vide, the art of cooking and reheating foods perfectly “under vacuum” is a cooking technique widely used in many 5-star restaurants. Cooking sous vide produces foods cooked to the perfect temperature while reserving color, nutrients and the texture of the product. Chef Keating will demonstrate sous vide cooking and show you how you can integrate this technique into your kitchens, both on- and off-premise. You will learn:
• How to safely prepare sous vide menu items within the specifications of HACCP.
• Working with your vacuum packaging vendor.
• The complete technique for sous vide cooking including time and temperature
  specifications and the process of breaking down muscle tissue.
• Finishing techniques for off-site events and specific methods for selling sous vide
  menu items for your events.

How to Manage a Commission Based Sales Team
Jennifer Delaye, CEO, and Drew Miller, CFO,
The JDK Group, Camp Hill, PA

“I am in charge of a commission sales team: now what do I do?” With the current changes in the catering industry, especially with the economic recession, many firms are transitioning to commission-based sales stagg. Most small and mid-sized firms do not have the luxury of a director of sales and this duty often falls on the owner/president. But not many owners have experience as the director of sales or as a manager of a commission-based sales force. A new set of management skills must be acquired to be successful. Join this session to learn a collection of best practices to effectively lead, manage and motivate commission-based sales people. You will learn:
• How to attract, hire and train commission sales staff.
• How to drive, inspire and manage a commission sales staff.
• To identify the pulse points that you, as the manager/leader, need to track.

Sugar Fix
Decadent, Designed Chic  & Doable Desserts
Andy and Meryl Snow, Owners, Feastivites Events, Philadelphia, PA

No more pastry displays or wedding cakes as dessert!  Meryl and Andy Snow share the stage as they divulge the dynamics of sweet endings for catered events. They will reinvent the classics with a spin in Sugar Fix Performance Stations, including step-by-step menu development, design elements, logistics and sales and marketing for each station. This session is ideal for the chef, planner, designer and sales team. You will learn
• how to reinvent old favorites like Bananas Foster, Strawberry Shortcake, ice cream
  sundaes and more into new profitable menu items and exciting dessert stations.
• how to design the station, the menu ingredients, the equipment list and the logistics
  necessary at these performance stations
• how to update your tried and true coffee stations with new presentations and ingredients.

Caterer and Wedding Planner Partnerships
Creating a Winning Formula for Success
Pauline Parry, President, Good Gracious Events, Los Angeles, CA
Chef Molly Kruger, Owner, Chef Molly Culinary Artistry, Laguna Hills, CA
Tracey Kumer-Moore, JWIC, Your Las Vegas Wedding Concierge, Las Vegas, NV
Carol Rosen, CSEP, Party Designs by Carol, Los Angeles, CA
Liese Gardner, Owner, Mecca Communications & Fuel Blog, Los Angeles, CA

The main ingredient for creating a successful wedding is a trusting, creative caterer/wedding planner partnership. The formula for building brand loyalty and successful, valuable partnerships with wedding planners requires the perfect balance of personalities, individual styles, skill sets and professionalism. Join an esteemed panel of high-profile, award-winning wedding caterers and planners in this lively and enlightening session. They will answer questions and share their thoughts on how they developed their own unique caterer/planner partnerships that led to their successes as industry trend setters and most importantly, team collaborators who create spectacular weddings every time. You will learn:
• the key ingredients wedding caterers must bring “to the table” to cultivate brand loyalty
  and relationships with wedding planners;
• the key ingredients wedding planners must bring “to the table” to instill confidence, trust
  and professionalism with wedding caterers.
• which three actions are most important for partnering for client success in the proposal,
  planning and production stages of a wedding.
• positive, proactive and mutually beneficial values and actions essential to the long term
  growth and value of the caterer/planner partnership

The Quickest Way to Raise Your Image & Profits
Brian Palazzolo, Owner, Classé Catering, New Albany, NY,
Catersource Consultant

Why do some companies get most of the sales? It’s because they have the most respected brand name in the minds of shoppers. Brian will teach you how to quickly increase your company’s image and name recognition in the minds of catering buyers. You will learn:
• Steps to enhance your image and leap past your competitors.
• Operational strategies that will excite your marketplace.
• Formulas and ratios that will create efficient management results.
• New service strategies that will result in increased profitability.

The Art of The Incredible Table
Sofia Riley, CEO & George Marinos, President
Thank Goodness It’s Sofia, Long Beach CA 

A memorable meal needs to be matched with an equally memorable and impressive table setting. Whether you are setting the Bride and Groom apart from the rest of the guests,  hosting an intimate dinner or bringing special touches to a large gathering, the perfectly designed table is a must. Sofia and George will bring to you cutting edge designs, ideas and inspirations to set YOUR tables apart. You will learn
• new tabletop design and décor Ideas that you can sell in your marketplace.
• how to blend the table design and the service elements together for the perfect guest
  experience.
• how one beautiful table can translate into bigger profits.

Hot Trend: Allergen Free and Gluten Free Menus
Ellen Karlin, MMSc, RD, LDN, FADA
Nutrition Consultant, Owings Mills, MD

The increasing prevalence of food allergy and gluten sensitivity has resulted in a growing demand for allergen free and gluten free foods. Caterers must be able to face the challenge of offering delicious and beautifully presented allergen free and gluten free menus for these guests. You will learn:
• the science behind the increased number of guests with food allergies.
• new menu ideas that meet the needs for the food allergic guests.
• how to become proactive when catering to guests with food allergy and gluten sensitivity.
• what precautions you should take to prevent allergic reactions at catered events.

Management: The Hardest Things To Do
Mike Roman, President
Catersource, Chicago, IL

Mike will share information from his newest book focusing on the most difficult duties facing owners/managers pertaining to staff, profitability and company growth. Everything from stopping gossip and delegating tasks to motivating staff and neutralizing stress will be discussed. The ideas presented will enhance leadership skills of those attending. You will learn:
• the differences between managing and leading.
• why “being fair” with staff is never fair.
• tips on working with family members.
• the importance of asking questions instead of giving answers.

New Technologies that are Catering Fiendly
Ian Miller, ­­­­­­­­­­­­­­­­­­­Professor of Information Technology CHTP
Ecole Hoteliere de Lausanne, Le chalet a Gobet, Lausanne, Switzerland

The latest innovations in technologies available to caterers are simply amazing! Professor Ian Miller will simplify the complexities of the newest technologies and explain how caterers can harness them to increase efficiency and productivity. You will learn:
• ways to decide which of the new catering technologies add the most value to your
  company.
• the client-facing technologies your customers will be expecting from your company.
• systems to evaluate and justify investing in technology.
• technological benefits in marketing, selling, and maintaining customer relationships.

How to Effectively Manage Social Networking
JoAnne Kruse, Founder, HCpartners, Chester, NJ
Carolyn D. Richmond, Partner and National Co-Chair Hospitality Practice,
Fox Rothschild LLP, New York, NY

Social networking, properly managed, can greatly expand the connections between a company and its employees, customers and vendors. Unfortunately this new method of communicating and connecting, when improperly managed, can create an entirely new set of business and (surprise!) legal problems for managers and their companies. What’s the distinction between personal and business use of social media? Who responds to comments made about your organization? How do you protect your brand, your image as an employer and your intellectual property? What platforms can you get active on, and how can you do so? How do you balance marketing in the social media world with the employment and risk concerns of the real world? This session examines the best and worst practices, with special emphasis on employment, HR and related legal issues. You’ll leave this session with a much better understanding of how to operate in ways that minimize the risks to your company of social networking. You will learn:
• Social media and networking: what is this new communication tool and how is it
  being used in the industry?
• Establishing and maintaining the employment brand: social media and networking as
  a tool in the employment arena.
• Policy and practice discussion and tips: risks and opportunities for social
  media/networking in employment.
• Best practices and the future state of social media and networking as tools for
  employers.

A Baker’s Dozen….13 Great Ideas for Butler Passed Hors d’oeuvre
Jonathan Chovancek, Chef de Cuisine
Culinary Capers Catering, Vancouver, BC, Canada

Butler passed hors d’oeuvre are defined as bite size morsels that are not only beautiful but must explode with flavor as the guest bites into it.  They are the crucial first impression at a great event. Join Catersource favorite, Chef Jonathan as he shares new and exciting ideas for these tiny and tasty appetizers.  You will learn:
• thirteen new show stopping and marketable butler passed hors d’oeuvre recipes for your
  menus that will work in your market.
• new ideas for unique passing vessels and presentations.
• tips and techniques to train the event site  culinary team so that each item is produced
  perfectly every time.

Increase Corporate Drop-Off Sales With Tastings
Ellen Harte, Director of Key Accounts, Tasty Catering, Elk Grove Village, IL

Ellen’s company sells over $4 million in coporate drop-off catering each year. Learn how a well-planned program of free tastings has accounted for the majority of these sales. They don’t give free food to everyone; only those who meet their rigid qualifying process become “tasting worthy.” You will learn:
• The preliminary questions to determine if a prospect is “tasting worthy.”
• How bringing tastings to prospects will bring great rewards and referrals.
• When to send a salesperson along with the food.
• Marketing tips that get prospects to call you to arrange for a tasting.
• What sales materials to send or bring along with the food - including a PowerPoint
  presentation. 

How Hotel and Banquet Hall Operations Can Prosper in the New Catering Marketplace
Carl Sacks, Director of Consulting, Catersource, Woodland Park, NJ

For most hotel and banquet hall venues, what worked a few years ago to attract events is not what is working in today’s market. As Catersource’s Director of Consulting, Carl has collected information from many of the most successful on-premise locations nationwide and identified the common factors that lead to their continued success. Join Carl as he helps you understand how the event venue fits into the “hierarchy of desires” of the event buyer, and how this has effected the competitive market. You will learn:
• Examples of the most successful on-premise locations nationwide and learn what they
   have in common.
• About commercial banquet facilities and how they vary by region.
• How the financial model for commercial on-premise venues varies from the
  off-premise catering business.
• How off-premise caterers are getting a piece of the on-premise market - and how this
  has changed the off-premise business.

Susan Southerland’s Secret to Reaching Brides at Every Planning Phase
Susan Southerland, National Wedding Expert
The Perfect Wedding Guide, Orlando, FL

Did you know that there are four distinct phases that every bride goes through when planning her wedding? You have an opportunity to sell to her at each one, but your messages and methods have to change. In this seminar you will learn:
• how to identify these four phases.
• the best methods to reach the brides at each phase.
• how to use the phases to maximize sales with existing and new clients.

Building a Brand That Delivers for You and Your Customers
Peter Steve, Jr., Managing Partner, and Donna Hansbury, President,
Ideaworks Food Marketing, Plymouth, PA

Branding: the use of advertising, distinctive design, and other means to make
consumers associate a specific product with a specific manufacturer. Join Peter
and Donna for this session and you will learn what a brand is and isn’t, why it
matters to your customers and why it is so critical to your business success. You will learn:
• The importance of your brand promise.
• How to make the emotional connection between your brand and your customers.
• How to best position your brand to meet your business objectives.
• How to turn your customers into brand champions.

The New Version of the Old Buffet
David Reusche, National Director, Catering Excellence,
ARAMARK Higher Education, Philadelphia, PA

For most caterers, the classic buffet table is an essential element in your daily
sales and operations. The continual challenge of updating the design elements
and menu items, while respecting the client’s budget parameters, is not easy.
This challenge is faced daily in the university and college catering market and
this session will share creative ideas and solutions for keeping your buffets
updated, edgy and affordable. You will learn:
• Designs and reinvented menus that make your buffet tables fresh and new.
• How, where and why buffet items should be set on the table for the guests’ convenience 
   and the most efficient service flow.
• Creative ideas for keeping hot food hot and cold food cold.
• How to train your staff to set, service and break down buffets efficiently.

Driving Employee Performance & Retention During Tough Times
JoAnne Kruse, Founder, HCpartners, Chester, NJ

Bad news: If your company isn’t growing in this economy, your top performers
may decide that they are better off somewhere else. Worse news: Forward thinking
competitors are actively soliciting your top performers and cherry picking others who have critical, hard-to-find skills. During tough times, strongly managed businesses do more than survive – they thrive. Learn how to keep your current employees engaged and productive with proven, cost effective strategies to reward, motivate and develop your top performers when money and growth opportunities are limited. You will learn:
• Why turnover still matters in this economy and how to solve for “bad turnover.”
• How to get better performance from your average players and even more from your top
   performers.
• Talent development and retention programs on a tight budget.
• Lessons learned from best practice companies.

Closing Sales: The Salesperson’s Obligation
Mike Roman, President, Catersource, Chicago, IL

The greatest sales presentations will not work unless the salesperson understands how to ask for the order and get the deposit check. A proper close starts at the beginning of the sales presentation not at the end. Mike will teach the dos and don’ts of turning shoppers into clients in the shortest amount of time. If you sell, then this is a “can’t miss” session. You will learn:
• selling scripts that will help close the shopper.
• how to handle objections during the close.
• how to lessen your nervousness during the close.
• multiple techniques that will get the sale quicker.

Using Innovation as a Strategic Management Tool in Today’s Ever-Expanding Experience Economy
Ian Scarth, Professor of Food and Beverage Strategy,
Ecole Hôteliere de Lausanne, Chalet-a-Gobet, Lausanne, Switzerland

As a creative industry, innovation has always been crucial to the success of the
hospitality trade in general and catering in particular. While the experience economy equals and even supersedes the service-based economy, the importance of managing and encouraging innovation is a key skill for caterers at all levels.

The most successful caterers are well aware of the need to deliver original and high-quality products supported by exceptional service. Their goal is building a complete experience for a wedding, corporate event or gala that clients and guests can relate to as if it were designed for them personally.

Understanding the relationship between product, service and experience is critical. Competitive forces and the presence of increasingly knowledgeable and demanding customers will require caterers to challenge themselves to look at customer value creation in new and innovative ways. Ian will explore the need for innovation and suggest ways in which creative thinking can be used as a strategic management tool to help achieve superior event experiences. These will in turn support the exclusive goal of sustainable competitive advantage. You will learn:
• How to identify and manage the various stages of innovation.
• How to foster the culture needed to encourage innovation within an organization.
• The role individuals in an organization play as they implement an innovation-driven
   strategy.

Wedding Menus: How to Turn Ordinary Menus into Extraordinary
Linda Sample, President, and Shawn Bittman, Executive Chef,
A Thyme to Cook, North Stonington, CT

Are you tired of the same tenderloin and salmon for wedding menus? Staying on the cutting edge of the trends in wedding menus may be just the thing that will help you sell more weddings. Join Linda and Shawn to get new ideas and concepts that will rock your wedding world. You will learn:
• New ideas and concepts for seated wedding menus.
• Special menu techniques that will make your weddings unforgettable.
• Updates for tried, true and tired menu items.

*Speakers and schedule are subject to change.