A Meeting Planner’s A Meeting Planner’s Guide to Catered Guide to Catered EventsEventsChapter FourChapter Four

On- and Off-Premise CaterersOn- and Off-Premise Caterers

On-premise catering On-premise catering

Also called “on-site catering.”Also called “on-site catering.” Any function – banquet, reception, or Any function – banquet, reception, or

other event – held on the physical other event – held on the physical premises of the establishment or facility premises of the establishment or facility producing and serving the function. producing and serving the function.

Off-Premise catering Off-Premise catering

Also called “off-site catering.”Also called “off-site catering.” Food, beverage, equipment, and servers Food, beverage, equipment, and servers

are transported to a remote location, are transported to a remote location, such as a museum, park, natural such as a museum, park, natural attraction, or a private home.attraction, or a private home.

Items are transported to a location away Items are transported to a location away from the caterer’s primary production from the caterer’s primary production facility.facility.

On-premise caterers On-premise caterers

Hotels, convention centers, conference Hotels, convention centers, conference centers, and restaurants, etc.centers, and restaurants, etc.

Usually have the advantage of offering Usually have the advantage of offering many services under one roof.many services under one roof.

Can usually guarantee sufficient space to Can usually guarantee sufficient space to house the entire event.house the entire event.

Can usually guarantee adequate parking.Can usually guarantee adequate parking.

HotelsHotels

Hotels often have advantages over other Hotels often have advantages over other types of caterers because they can types of caterers because they can handle several types of events handle several types of events simultaneously and in the same location.simultaneously and in the same location.

Most meeting or convention attendees Most meeting or convention attendees are usually housed at a host hotel.are usually housed at a host hotel.

HotelsHotels

Meeting planners will deal primarily with Meeting planners will deal primarily with hotel caterers.hotel caterers.

Hotels are usually very good at servicing Hotels are usually very good at servicing the particular market niche(s) they’ve the particular market niche(s) they’ve identified as their strength.identified as their strength.

HotelsHotels

Hotel catering departments are organized Hotel catering departments are organized according to the needs of the particular according to the needs of the particular property.property.

In hotels, the primary profit center is its In hotels, the primary profit center is its sleeping-rooms division, with the catering sleeping-rooms division, with the catering department usually being the second most department usually being the second most profitable department.profitable department.

Therefore, hotel departments generally are Therefore, hotel departments generally are organized and administered to maximize the organized and administered to maximize the sales and profits of sleeping rooms and sales and profits of sleeping rooms and catered events. catered events.

Two types of hotel Two types of hotel structuresstructures

1.1. The catering department is organized so all The catering department is organized so all catering personnel are under the supervision catering personnel are under the supervision of the hotel's food and beverage director.of the hotel's food and beverage director.

2.2. The catering department is organized so The catering department is organized so catering personnel are under the supervision catering personnel are under the supervision of the hotel sales and marketing director, with of the hotel sales and marketing director, with other employees, including the convention other employees, including the convention service, banquet service and setup staff, still service, banquet service and setup staff, still reporting to the food and beverage director. reporting to the food and beverage director.

F&B ModelF&B Model F&B director is responsible for the hotel's kitchens, restaurant F&B director is responsible for the hotel's kitchens, restaurant

outlets, and banquet operations as well as for client solicitation outlets, and banquet operations as well as for client solicitation and service.and service.

The catering department must secure the right to sell function The catering department must secure the right to sell function space from the sales department, which controls all meeting space from the sales department, which controls all meeting space.space.

Sales managers are often reluctant to call their clients and ask Sales managers are often reluctant to call their clients and ask them to release space that they are holding as part of a meeting them to release space that they are holding as part of a meeting they have booked.they have booked.

Meetings are often booked years in advance, and savvy meeting Meetings are often booked years in advance, and savvy meeting planners, not knowing all of their space needs that far in advance, planners, not knowing all of their space needs that far in advance, will institute a "hold all space" clause in their contracts.will institute a "hold all space" clause in their contracts.

Convention service managers usually report to the sales Convention service managers usually report to the sales department and are primarily responsible for room setup, but not department and are primarily responsible for room setup, but not for food and beverage service.for food and beverage service.

Sales and Marketing Sales and Marketing ModelModel

Catering managers and convention service managers would be in Catering managers and convention service managers would be in the same department, both taking care of the food, beverage, and the same department, both taking care of the food, beverage, and room setup needs.room setup needs.

The convention service managers don’t sell the event, but take The convention service managers don’t sell the event, but take over client business booked by sales and marketing.over client business booked by sales and marketing.

They handle planning and logistics of meals and receptions and They handle planning and logistics of meals and receptions and develop the appropriate service procedures. develop the appropriate service procedures.

Any selling would be "upselling," or trying to get the meeting Any selling would be "upselling," or trying to get the meeting planner to purchase a more expensive meal, wine, or service. planner to purchase a more expensive meal, wine, or service.

Catering managers sell short-term food and beverage events to Catering managers sell short-term food and beverage events to the local market, or to functions without sleeping rooms, such as the local market, or to functions without sleeping rooms, such as weddings, local banquets, etc.weddings, local banquets, etc.

With catering sales revenue being the responsibility of the With catering sales revenue being the responsibility of the marketing director, rather than food and beverage, sales marketing director, rather than food and beverage, sales managers are more likely to call clients to get rooms released for managers are more likely to call clients to get rooms released for local banquets.local banquets.

Advantages of F&B ModelAdvantages of F&B Model

Increased EfficiencyIncreased Efficiency Isolated ResponsibilityIsolated Responsibility Job EnrichmentJob Enrichment Repeat PatronageRepeat Patronage Improved CommunicationsImproved Communications

Disadvantages of F&B Disadvantages of F&B ModelModel

Excessive WorkloadExcessive Workload Too Many BossesToo Many Bosses Lack of SpecializationLack of Specialization Excessive DelegationExcessive Delegation

Sales and Marketing Sales and Marketing ModelModel

The advantages and disadvantages The advantages and disadvantages associated with the organizational form associated with the organizational form where marketing is in control are the where marketing is in control are the opposites of those associated with the opposites of those associated with the organizational format that places food organizational format that places food and beverage in control.and beverage in control.

There is no one single organizational form There is no one single organizational form suitable for all hotels.suitable for all hotels.

The F&B model is the most typical The F&B model is the most typical organizational pattern.organizational pattern.

Catering and convention service staffs work Catering and convention service staffs work together, each handling specific activities.together, each handling specific activities.

Catering typically handles all food and Catering typically handles all food and beverage requirements while convention beverage requirements while convention service handles all nonfood arrangements, service handles all nonfood arrangements, such as room setups and audiovisual. such as room setups and audiovisual.

Convention CenterConvention Center

Major advantage over hotel caterers is that it Major advantage over hotel caterers is that it can handle much larger groups.can handle much larger groups.

Typical convention centers also have a wide Typical convention centers also have a wide selection of available space to suit the needs of selection of available space to suit the needs of very large groups.very large groups.

Most convention centers are public facilities.Most convention centers are public facilities. Catering is usually handled by contract food Catering is usually handled by contract food

service companies that act as independent service companies that act as independent business entities. business entities.

Conference CentersConference Centers Conference centers have sleeping rooms and Conference centers have sleeping rooms and

meeting rooms, but do not offer exhibit space.meeting rooms, but do not offer exhibit space. Smaller meetings that do not have trade shows Smaller meetings that do not have trade shows

or other types of exhibits may find this more or other types of exhibits may find this more appealing.appealing.

They offer a complete meeting package (CMP), They offer a complete meeting package (CMP), which includes meals.which includes meals.

Breakfast, lunch, and dinner are generally Breakfast, lunch, and dinner are generally available in a cafeteria-type setup. available in a cafeteria-type setup.

Conference CentersConference Centers A group can be served any time it decides to A group can be served any time it decides to

break.break. Keeps from having to break in the middle of a Keeps from having to break in the middle of a

productive session just because it is noon.productive session just because it is noon. If more than one group is in the facility, they will If more than one group is in the facility, they will

each be assigned areas of the dining room.each be assigned areas of the dining room. Refreshments are usually available at any time Refreshments are usually available at any time

outside of the meeting rooms, allowing breaks at outside of the meeting rooms, allowing breaks at appropriate times.appropriate times.

Conference centers can also provide banquets and Conference centers can also provide banquets and receptions on request.receptions on request.

RestaurantsRestaurants Local restaurants are good choices with small groups.Local restaurants are good choices with small groups.

For example, Board of directors that require a small, For example, Board of directors that require a small, private dinner.private dinner.

Breaks the monotony of eating several meals in large Breaks the monotony of eating several meals in large banquet facilities.banquet facilities.

Restaurants may be the only choice if you have to let Restaurants may be the only choice if you have to let attendees order off a regular menu.attendees order off a regular menu.

Most caterers will not consider an a la carte menu for a Most caterers will not consider an a la carte menu for a large group, as it would be nearly impossible to large group, as it would be nearly impossible to accommodate every taste and diet restriction .accommodate every taste and diet restriction .

Well-run, full-service restaurant may be able to handle Well-run, full-service restaurant may be able to handle this challenge.this challenge.

Off-Premise CaterersOff-Premise Caterers

Can operate in just about any place Can operate in just about any place you can think of, from parks, to you can think of, from parks, to museums, to yachts, to hot air museums, to yachts, to hot air balloons.balloons.

Tents (also known as “portable Tents (also known as “portable rooms”) are often used, which allows rooms”) are often used, which allows the caterer to create almost any type the caterer to create almost any type of theme.of theme.

Off-PremiseOff-Premise

Most conventions and meetings will have Most conventions and meetings will have at least one off-premise event, often the at least one off-premise event, often the opening reception, closing gala, or a opening reception, closing gala, or a themed event.themed event.

Attendees want to experience some of Attendees want to experience some of the flavor of the destination, and they the flavor of the destination, and they often get “cabin fever” if they never leave often get “cabin fever” if they never leave the host hotel. the host hotel.

Off-PremiseOff-Premise Events can be outsourced to a destination Events can be outsourced to a destination

management company (DMC).management company (DMC). DMCs are familiar with the location and have DMCs are familiar with the location and have

relationships established with the unique relationships established with the unique venues in the area.venues in the area.

Almost every destination has distinctive spaces Almost every destination has distinctive spaces for parties: Southfork in Dallas, the Rock and for parties: Southfork in Dallas, the Rock and Roll Hall of Fame in Cleveland, the Getty Roll Hall of Fame in Cleveland, the Getty Museum in Los Angeles, etc.Museum in Los Angeles, etc.

In Las Vegas, the Liberace Mansion is In Las Vegas, the Liberace Mansion is available for parties.available for parties.

Off-PremiseOff-Premise

Often you first select the site you want.Often you first select the site you want. Catering options may be limited.Catering options may be limited. For instance, if you want to use the Orfila For instance, if you want to use the Orfila

Winery in San Diego for an event, the Winery in San Diego for an event, the owner will rent the facilities to you.owner will rent the facilities to you.

Then you have to select a caterer from a Then you have to select a caterer from a list of caterers approved by the owner. list of caterers approved by the owner.