In this weakened economy it definitely matters to planners what kind of fruits are served at breakfast and the ratio of bartenders to guests at a reception.
“You really need to be aware that little things like these can have a big impact on a budget,” says Janet Kearney, director of sales and marketing for Red Lion Hotel Portland-Convention Center in Portland, Ore.
As organizations look to cut costs everywhere, planners are under fire to get as much value for their dollars as possible. The good news is that right now, buyers reign supreme.
“It’s a buyer’s market,” Kearney notes. “I would go to the catering manager and say, ‘This is my budget. What can you do for me?’”
She says planners during the recession can get more value for their money when it comes to food and beverage options. Hotels are offering incentives and are trying to avoid slashing room rates.
Given these facts, there is still plenty more that planners can do to make meetings more affordable by saving on food and beverage costs.
“Everyone involved with the meetings industry needs to be mindful that value needs to be shown to the person who is your customer: the audience member in the conference or the attendee for the meeting,” says Tami Gilbertson, manager of events and promotions at WPS Health Insurance in Madison, Wis. “Their travel dollars are more restricted; their time out of the office seemingly more noticeable. Our agendas need to demonstrate benefit and return on investment for the funding and timing more than ever.”
The First Course
The first item of business is to be aware of the goal of the event and know what kind of mood it should have, says Eileen Antonescu, private dining director for Fleming’s Prime Steakhouse and Wine Bar in Winter Park, Fla.
“What are your objectives for the event? Food and beverage has a lot to do with how a reception is perceived,” Antonescu says. “Then you have to know your budget and have a handle on anticipated attendance.”
Knowing attendance numbers is vital, Kearney agrees, but it pays to lowball it when it comes to turnout.
“Be realistic about how many people are actually attending events,” Kearney says. “Many attendees end up skipping breakfast because mixers can go into the later evening hours the night before. Say you have an event with an attendance of 125, but guarantee the catering manager 80 guests will show up for breakfast. This isn’t an uncommon practice. Over the long run, this strategy works.”
To save more on breakfasts, find out if the hotel includes a complimentary continental breakfast with the guest room, says Dan Paradiso, associate director of sales for The Carlton Hotel on Madison Avenue in New York City. “Guests can go into the restaurant on their own and have breakfast, then go to the meeting where just beverages are set up. This could save about $25 or more per person.”
What if the budget doesn’t fit with the options the venue is offering? You don’t necessarily need to jump ship and look for another venue.
“Planners can ask catering managers if the chef is willing to design a menu around a particular budget,” Antonescu says. “A seated meal is going to cost less than if you do a buffet arrangement. Ask if you can cut back on portions. Ask if there are other groups at the venue when your group is there. That can lower the price of food and beverage items by giving you a group rate. Find out what the ratio of guests per server is. You’re looking at a high number of guests per server as labor is a big part of costs.”
Appetizing Options
Planners can cut costs on items at cocktail receptions in a number of ways. One example is to avoid serving hors d’oeuvres for the first half hour of a two-and-a-half-hour reception. Stagger a few appetizers and let them circulate a bit rather than bringing out several at a time.
During the reception, it’s important to communicate to the servers or the manager about how frequently the food comes out, since many venues charge based on actual consumption of items, Antonescu notes.
“Have standing cocktail receptions. Letting people sit isn’t a good idea when you want to cut costs,” she says. “If attendees are standing and talking, they are generally eating and drinking less.”
A cocktail hour is also a great opportunity to impress guests with more expensive food items. Arrange to have shrimp incorporated in one offering in bite sizes rather than having it on the buffet table in mammoth portions. Groups are generally impressed by seafood, Kearney says.
Consider turning your appetizer course into a centerpiece.
“You could set up a colorful multi-tiered tapas centerpiece that will save on costs of traditional centerpieces,” Paradiso says. “This also serves to engage your guests.”
Serving Alcohol
One thing attendees expect at receptions is the serving of alcohol. At the same time, it’s generally one of the most expensive elements of a meeting.
“It’s a pretty important element, especially during an evening event,” Kearney notes. “Attendees expect it, and when alcohol is not there, it’s noticed.”
In this case, find out the ratio of guests to bartenders. Some venues might have some strict rules on this, such as one bartender per 50 guests. Planners can ask if one bartender can accommodate 75 guests. Other ways to save big is to have a cash bar only, and use house brands of wine and beer rather than hard liquors, which are pricier.
Distributing drink tickets is another cost-saving idea.
“I’ve seen this done at holiday events,” Antonescu says. “If it hasn’t been a particularly good year for a company, the attendees appreciate the gesture and the company isn’t breaking the bank.”
Paradiso says that pairing the alcohol to the specific mood of the event can cut costs.
During a formal event, explore having a wine paired with each course: starting with sparkling wine, then one wine paired with salad and appetizer and one wine paired with an entree. According to Paradiso, one round of refills should be planned for the entree course.
“Those that drink more are set on this schedule of rounds, and guests that only have a glass or two will be satisfied,” he says. “This gives a higher perception of value to the guests, when it may not have raised costs and kept the planner in control of the flow and distribution. If it’s an informal buffet event, set up beer, wine and soda on self-serve consumption. You will save on the bartender fees.”
A creative way to pay for alcohol is to partner with a local brewery or winery to sponsor the event. The company brings in alcohol on their dime. Another tip is to inform attendees that they may bring in their own wine, and the venue will charge a corkage fee.
“These are times when you have to think outside the box,” Antonescu says. “If you get a great idea on how to save, ask the staff at the venue if you can do it. You’d be surprised.”
Another idea is to ask if the venue has some type of specialty drink. Make this a welcome drink. Hand out drink tickets for these, too. Not everyone will turn in their tickets. In many cases, these cocktails involve a lot of low-priced juices and sodas rather than expensive alcohol, Kearney points out.
What if planners don’t have a budget for a cocktail reception? Paradiso has a recipe.
“Either as a late afternoon break or as the meeting ends and the guests have a few hours until dinner, set up a Guinness Break,” he says. “Have two servers with blenders put in a scoop of granola, a scoop of vanilla ice cream and a can of Guinness beer and have them blend it all up. With a drink this rich, people rarely get seconds. But it still brings them together for a drink.”
Plate vs. Buffet
Buffet-style meals are going to cost some bucks. If at all possible, it’s best to avoid them since people tend to take more food then they are actually going to consume.
Plated meals are much easier to control in portions than appetizers with waiter service or a buffet line, according to Gilbertson. She takes it a step further.
“I ask to see a sample of the presentation prior to finalizing the arrangements,” Gilbertson says. “Three ounces of this or two tablespoons might not be what you actually want when you see it. It will be too late if you are seeing it for the first time during your program.”
One frugal option for a plated dinner is to serve dishes family-style: One big platter of ravioli per table, for example. Let guests pass platters around. This also reduces the number of services needed.
If a lunch or dinner has to be a buffet for some reason, costs still can be trimmed: have servers at the buffet tables; have small buffet stations rather than a long buffet line; and eliminate double-sided buffets because they make it easier for people to get more food. It’s okay to have attendees wait in a line for a little bit.
“It makes them more likely to mingle with each other and it makes it a little difficult to get more food,” Antonescu says. “Using smaller plates for everything is a good idea.”
Impress with Less
Seafood items continue to be popular with groups, but planners don’t need to go overboard.
“These days the trend is comfort foods,” Kearney says. “Guests don’t necessarily need grandiose menu options. People love macaroni and cheese and mashed potatoes.”
In addition to asking catering managers for only seasonal, local products, planners can also incorporate food items with a theme. Many foods associated with summer aren’t costly, such as hot dogs, sorbets and ice cream.
Or perhaps the venue offers a specialty item that can be tied into the meeting location. Think Maryland crab cakes, Wisconsin cheese or Boston cream pies. Incorporate Spanish rice and grilled cactus in Arizona or funnel cakes in Pennsylvania.
“It’s the tightrope of offering value while not forsaking quality,” Gilbertson says. “We have to be careful not to strip everything down to bare bones. A well-fed attendee is often a happy guest.”
For Paradiso, lunches are more memorable than coffee breaks. He believes a good way to impress guests is to splurge on lunch but skimp on the coffee break.
“There are many creative ways to set up a coffee break, but even the best would be overshadowed by a great lunch,” he says. “Lunch is the one meal during the 8-to-5 day that we take the most time to enjoy and spend the most money on. If you skimp on lunch, people will notice.”
