Wedding Oasis
EXCLUSIVE: Make Your Events Accessible (p. 30)
FALL 2024
START YOUR AI JOURNEY P. 12 ALL ABOUT GRAZING TABLES P. 20
THIS ISSUE FALL 2024
VOLUME 42 NO. 3
COVER STORY
40 FEATURES
30 THANKS FOR
THINKING OF ME Make your events accessible
COLUMNS 04 Editor’s Page Changing seasons 54 The Last Word The role of memory makers DEPARTMENTS 06 Conference News CS+TSE registration is now open! 08 Business of Events Prep your PR for off-season 10 Marketing & Media Boost ROI with focused analytics
12 On Trend Start your AI journey 18 Tech Talk Transform your tech stack 20 Food for Fetes Feast your eyes on these grazing tables 40 Confetti Inside a 2024 Gala nominated desert wedding 48 Steal This Make an entrance with these show-stopping ideas
ON THE COVER: The couple from a Gala award- nominated desert oasis wedding stands under a lush floral- draped chuppah. Hi Rise Events transformed the Coachella Valley Music and Arts Festival grounds to create a gorgeous wedding scape. Photo courtesy John and Joseph Photography
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Where caterers meet event planners
under one roof!
Catersource + The Special Event is the only annual event of its kind. A show of unrivaled influence and inspiration, it’s a spirited gathering of
all the people, ideas, and trending innovations shaping the catering and events industry.
SECURE YOUR SPOT!
CATERSOURCE-TSE.COM
EDITOR’S PAGE Heralding Changes as the Season Turns to Fall
In the Summer issue of Special Events magazine, I noted that we were saying farewell to our longtime graphic artist, Sharon Carlson, and that changes were afoot for our Fall issue. One could think that a new designer (Sarah Kolcheck), adjusted internal processes for handoff and proofing, and a fresh type of digital product might encounter some growing pains (as it were), but my “tiny but mighty” team are pros! The process of converting from a flipbook style magazine to a digizine has been surprisingly smooth. You probably noticed the change from the cover turn to the first page of this issue, but as you continue to the Conference News spread on pages 6-7 , you will be able to click on three different embedded videos! As we continue to rev up and create vibrant video shorts and other fun, digestible content you will hopefully find the interactive nature of this new digizine a splendid upgrade. It’s not ink and paper, but it certainly is fun and definitely easier to get to websites of all ilk! One other note before I leave you: our Conference News section also heralds the opening of registration for our annual conference in 2025. Embedded links will take you to our conference website: Catersource + The Special Event . Mark your calendars for February 24–27 in beautiful Fort Lauderdale, FL and be sure to take advantage of our Super Early Bird rates, available until November 22nd. And please: if you have an event you are especially proud of, be sure to enter it into our Gala awards competition. The final deadline is October 31st and our ceremony will be, as always, uplifting and celebratory of this tremendous industry.
Kathleen Stoehr Director of Community & Content Strategy
WEBSITES specialevents.com catersource.com informaconnect.com/catersource-thespecialevent/ CONTRIBUTORS Meghan Ely, Christie Osborne, Ian Ramirez, Nora Sheils
Director of Community &
Content Strategy Kathleen Stoehr, kathleen.stoehr@informa.com Content Editor Amanda Nicklaus, amanda.nicklaus@informa.com Senior Content Producer Amber Kispert, amber.kispert@informa.com
Art Director Sarah Kolcheck, sarah@nxtgennetwork.com Sales Director Michael Lindahl, michael.lindahl@informa.com
Special Events magazine is published quarterly by Informa Connect Foodservice Group, 650 Third Ave, 22nd Floor, New York, NY 10158. Subscriptions: Go to specialevents.com and sign up to receive Special Events’ quarterly issues and/or monthly e-newsletter products. Reproduction in whole or part without written permission prohibited. ©2024 Informa Connect Foodservice Group. All rights reserved.
Sales Account Executive Kevin Hacke, kevin.hacke@informa.com Managing Director Melissa Fromento, melissa.fromento@informa.com Ad Operations Specialist Denise Walde, denise.walde@informa.com
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The premier awards
recognizing the finest work in catering & special events worldwide
Start working on your entries today! DEADLINE EXTENDED: OCTOBER 31, 2024
The ACE and Gala Awards will be presented during
Catersource + The Special Event, February 24-27 in Fort Lauderdale.
Find all the details at ace-gala.awardsplatform.com
CONFERENCE NEWS
Get ready to meet in Fort Lauderdale, land of beaches, world-class restaurants and bars, and the famed Florida Everglades! Conference news
Photo courtesy Broward County Convention Center
Registration for Catersource + The Special Event is Now Open! Catersource + The Special Event is the only annual event of its kind, and in 2025 it heads to Fort Lauderdale, FL from February 24–27. A show of unrivaled influence and inspi- ration, it’s a spirited gathering of all the people, ideas, and trending innovations shaping the catering and events indus- try. The time is now to register at the best rates available to experience three days of conference sessions coupled with two full days of tradeshow exhibitions, opening and closing general sessions, an awards ceremony, a happy hour, and three evening events to keep you busy! All the major industry associations will be in attendance, conference sessions will allow attendees to keep their accreditations current, and
“surprise and delight” installations are in the works to keep your social posts snappy. Session sneak peek We are excited to announce our keynote speakers for 2025! Restaurateur and author of Unreasonable Hospitality: The Remarkable Power of Giving People More than They Expect , Will Guidara is this year’s Opening Keynote speaker on Wednesday, February 26th, and acclaimed documentary filmmaker Brett Culp will deliver the Closing Keynote on Thursday, February 27th. You can also get a sneak peek at what to expect from this year’s education sessions by previewing some of this year’s speakers in the accompanying videos. We can hardly wait to see you in Fort Lauderdale this coming February!
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Sneak preview! Get a glimpse of Catersource + The Special Event 2025 as 2024 Opening Keynote speaker Laura Schwartz sits down with some of this year’s speakers.
(Above) Laura speaks with Kawania Wooten; (Right) Laura and David Merrell; (Lower right) Take a look at our Sizzle reel of CS+TSE2024!
Photo courtesy Visit Florida
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BUSINESS OF EVENTS
Prep Your PR for Off-Season
speaking opportunities, applying for awards, or pitching to podcasts. REVIEW THIS YEAR’S WINS AND LOSSES While the busy season isn’t over yet, you likely have an idea of what has worked this year and what hasn’t. Consider what you can learn from your setbacks and how to implement proactive solutions to improve in 2025. For example, if you missed the deadline for a national conference , maybe you could set calendar reminders to check for the call for speakers announcement. If writing the application was an obstacle, you might consider hiring a copywriter ahead of time. Editor’s Note: The Catersource + The Special Event Call for Speakers 2026 will open in February 2025, so mark your calendars and keep your eyes open in the next few months for a chance to speak at this widely-attended conference! TAKE A HARD LOOK AT YOUR CALENDAR If you want to achieve PR success in 2025, you need a schedule that supports your goals. Take stock of all your booked events and any professional obligations and personal commitments throughout the year. A big-picture view of the year will help you plan your PR projects wisely. For instance, if the Special Events Gala Awards submission deadline typically falls in your busiest month, you can begin collecting resources and preparing your application in advance.
By Meghan Ely As we pass the midpoint of the busy season, it’s a good time for event professionals to start planning for the off-season. How will you take advantage of the slower months to elevate your business for 2025’s peak season? For some, the off-season provides a chance to update their internal systems. Others might aim to design a new offering or refresh their branding. However, there’s one thing everyone should prioritize once business quiets down: PR. Dedicating time to public relations during the off-season sets you up for a lucrative booking season when a crush of newly engaged couples starts planning after the holidays. As the busy season winds down, there’s plenty you can do to lay the groundwork for a productive winter and a profitable year ahead. DEFINE NEXT YEAR’S PR GOALS What you work on during the off- season will drive your PR strategy in 2025, so you must first determine where you’ll invest your time and resources. Will it be the year you finally place a real wedding with your dream publication? Or do you hope to make your name known through features on some of the top industry podcasts? Clarifying your outreach approach will help you develop an action plan for the off-season, whether it entails curating wedding galleries, researching
A well-defined process can make all the difference in your PR success, as it saves you from recreating the wheel.
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Likewise, if your best weddings stack up in a matter of weeks, you might reconsider scheduling your family vacation immediately after so you can focus on submissions. 2025 might seem far away, but the new year will creep up as it always does once the wedding season slows down. By looking ahead now, you’ll enter the off-season with a plan to maximize your time—whether that means creating a press page for anticipated real wedding features or crafting speaking topics for future submissions. EMBRACE AUTOMATION TO STAY ON TRACK A well-defined process can make all the difference in your PR success, as it saves you from recreating the wheel. Real wedding submissions are a prime example. If you know what you need up front—a curated gallery of photos, a write-up of the couple’s
background and design elements, and a detailed vendor list—you can build a standard operating procedure (SOP) for collecting those items in a timely manner. When pitching to editors and podcast hosts, developing a template makes it quick and straightforward to send out feelers. (Just make sure to update all those placeholders!) Better yet, find ways to automate steps of your SOPs. Perhaps you can auto-send an email to the photographer several weeks before an event to schedule a meeting to discuss media placement. For photographers, it may be a matter of using (or upgrading) a digital asset management platform. If you’re on the hunt for awards and speaking opportunities, you could set up an alert to notify you when a call for submissions goes live. Creating streamlined systems and processes during the off-season
will let you enter the new year with an efficient PR strategy that doesn’t require as much time. For now, start thinking about how to build or improve existing systems that support your PR efforts. Then, as business slows down, you’ll already have your work cut out for you! As you gear up for the off-season, remember that thoughtful preparation can be your ticket to a standout year in 2025. Take the time now to strategize your PR approach so you can hit the ground running once the off-season arrives and avoid last- minute scrambling when an exciting opportunity arises. Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting . Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self- professed royal wedding enthusiast.
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MARKETING & MEDIA
Small Data, Big Impact: Boosting Marketing ROI with Focused Analytics
By Christie Osborne
• Number of inquiry forms submitted through your website • Percentage of inquiries that turn into consultation bookings • Rate at which consultations convert to signed contracts • Average value of each contract By concentrating on these key metrics, you gain a clear picture of your business’s health without getting lost in a maze of marketing metrics. This approach is particularly powerful for service-based businesses, where personal touch is at the heart of every sale. From small data to big impact: A simple framework Ready to harness the power of small data? Here’s a straightforward framework to get you started: • Identify your key metrics: Start at the bottom, where the money is, and work your way up. What are the crucial steps a potential client takes from seeing your marketing to signing a contract? Those are your key metrics. • Set up focused data collection: If you haven’t set up Google Analytics 4 (GA4) yet, now’s the time. Don’t worry about tracking everything— focus on the metrics you identified in step one. But don’t stop there; look at your CRM numbers or email
Let me guess: You’re a seasoned event pro juggling multiple clients and deadlines, all while managing a team. Your Google Analytics 4 (GA4) that you rushed to set up before Universal Analytics went away hasn’t been touched since. Or maybe you never bothered to set up a new analytics account. After all, you don’t need numbers to tell you what you already know— inquiries and sales have been down all year. In fact, 2024 might be shaping up to be your worst year since before the pandemic. In an industry driven by personal touches and magical moments, diving into data can feel like the last thing you want to do. But what if I told you that the key to turning things around isn’t in more data, but in smarter data? The power of small data for event professionals “Small data” in marketing isn’t about ignoring analytics; it’s about focusing on a handful of meaningful metrics that directly impact your bottom line. It’s quality over quantity, depth over breadth. For event professionals, small data might include:
It’s not about having all the
data— it’s about having the right data and knowing how to use it.
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“By concentrating on these key metrics, you gain a clear picture of your business’s health without getting lost in a maze of marketing metrics.”
Don’t let anyone tell you that you must track certain KPIs just because “that’s what businesses do.” Your business is unique, and your approach to data should be too. Remember this As an event pro, you’re in the business of creating moments that matter. It’s time to apply that same philosophy to your data strategy by identifying and using metrics that matter. Embrace the power of small data by identifying the three to five metrics that truly drive your business. Set up simple systems to track these metrics consistently, and make it a habit to review and reflect on this data regularly. Remember, in the data world, sometimes less is more. It’s not about having all the data—it’s about having the right data and knowing how to use it. That’s how you create a big impact with small data. Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals and brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, ABC Conference, and Catersource + The Special Event. Christie regularly shares industry insight in her Special Events column, as well as other industry publications and blogs.
marketing metrics for additional insights and context. • Analyze with context: Look at your data regularly, but don’t just skim the surface. Ask yourself what the numbers mean in the context of your business and your goals. • Make informed decisions: Use your insights to guide your strategy. Should you focus on getting more inquiries, or on converting more consultations to contracts? • Monitor and adjust: Keep an eye on your key metrics and be ready to adjust your approach based on what you see. This framework allows you to make data-driven decisions without getting bogged down in analysis paralysis. It’s about being smart and focused, not overwhelmed and scattered. Case study: Small data success in event planning Let me share a quick story illustrating the power of this approach. A client of mine, an owner of an established wedding business, was convinced she needed to ramp up her Google Ads and Instagram advertising to get more leads and sales. Her instinct was to throw money at marketing and hope the problem would be fixed—a common reaction when revenue is down. But when we looked at her small data set—specifically her lead-to-consultation rate and her close rate—we discovered something interesting.
She was getting plenty of leads, but only a small percentage were booking consultations. Of those who did book consultations, however, a high percentage went on to sign contracts. The insight was clear: she didn’t need more advertising; she needed better lead nurturing. By focusing on improving her follow- up process with leads, we raised her inquiry-to-consult rate from 5% to 10%. She was able to book more consultations and, ultimately, more weddings—all without spending an extra dime on advertising. See how a few well-chosen metrics, thoughtfully considered, can save significant time and money while driving real business growth. Overcoming common data challenges Now, some of you might be thinking: “But aren’t there certain metrics every business should track?” or “Don’t I need to look at all my data to get the full picture?” You’re not alone. These are common data and analytics misconceptions, especially among businesses who rely on in-person consultations for bookings. The truth is that the most important metrics are the ones that help you solve your specific business problems. If you’re struggling with sales, for instance, looking at website traffic data isn’t going to give you the insights you need. The key is to start with your business problem, then determine which metrics will give you insight into that problem.
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ON TREND
An overview of how to incorporate AI into your event business Starting Your AI Journey
By Amanda Nicklaus
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T here’s no escaping it: AI is here. Even if you haven’t taken the leap and experimented with it yet, you’ve likely found yourself amid several conversations on the subject. With so much information out there, it can be confusing to know where to start. But not to worry—we're here to help! Welcome to the Special Events crash course in using AI in the events industry. With the sheer volume of information available, this will not be a comprehensive guide. There will always be new pieces of the conversation (register for Catersource + The Special Event 2025 in Fort Lauderdale, FL from February 24-27 to hear the latest on the subject). Instead, this overview will acquaint you with what is available and how to get started. Let’s begin! AI: What is it? Artificial Intelligence (AI), in the simplest terms, is technology that allows computers to process information similarly to the human brain. There are several main types of AI which falls into one of two categories: traditional verses generative AI. Examples of traditional AI include predictive text, voice assistants, and recommendation engines, whereas generative AI includes chatbots, language translation, and content creation. Pros & cons There are several pros to using AI in events and event companies. According to Eventscase , these include enhanced personalization, optimization of logistics, improved attendee experience, and predictive analytics. 6Connex adds to that list with improved efficiency, dynamic content creation and delivery, enhanced sponsorship and partnership opportunities, better accessibility and inclusivity, and post-event analysis and feedback. “AI can go through data to look for trends much faster than a human,” says Doug Baird, President of event software company RainFocus. “This allows for real- time analysis during hybrid events to immediately enact changes that boost engagement.”
Having faster processing, Baird points out, ultimately saves event pros loads of time. “AI is going to save event marketers an incredible amount of time as they begin to implement it into more and more processes. For example, precious time spent crunching data, pulling trends, writing personalized messages, answering questions, etc. will be minimized. This time can instead be put into tasks that require more strategic thinking and in-person action.” Of course, nothing is perfect, and there are valid reasons some pros feel a sense of hesitation around incorporating this technology. Beside the vague sense of dystopian doom, there are concerns around data privacy, misinformation, even fake or misleading events—who can forget the Wonka Experience disaster back in March? Then of course there are copyright concerns, worries about unrealistic expectations from clients, lack of originality, and even apprehension around the possibility of AI reinforcing social biases with algorithm-generated sessions, speaker suggestions, and other event factors. Not to worry, however. “Events are one of the lowest risk industries because they are about bringing people together and facilitating human interactions,” explained Panos Moutafis, CEO of Zenus, in an article for DAHLIA+Agency . “The nature of the applications in general are less disposed to ethical issues.” Moutafis also noted that the events industry “tends to adopt technology reservedly and with a lot of supervision, which also reduces the potential for things to go wrong.” The options are endless When it comes to incorporating AI into events and events businesses, the options truly seem endless. There are countless ways to implement the ever-increasing number of AI tools, which—while exciting—can be overwhelming, especially for an event pro with a lot on their plate. Of course, the first step to any change is being aware, so it can be helpful to know just what AI is capable of in the event realm. From beginning to end, there are opportunities to implement AI into the life of an event. Registration and ticketing processes can be automated, for starters, and real-time support in the form of chatboxes can improve the attendee experience. AI can help craft speaker bios and intros, form panel questions, create event
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ON TREND
“AI is not going to kill the job of an event manager, but event managers using AI will be the ones being successful in the future.” —Colja Dams
agendas, and recommend sessions for attendees using data from registration. Event names and imagery can be inspired by AI, and the design and decor can be influenced by AI generated photos. Venue layouts can be simulated ahead of an event; Prismm (formerly AllSeated), for example, optimizes seating using data about guest relationships. AI can even craft sponsorship letters and scripts for event teasers. Regarding virtual events, AI can smooth over small streaming glitches, like intelligent framing on a webcast, making speakers appear still when they may be moving around; likewise, AI can work big magic, transcribing videos and providing real-time translations on screen. Trent Waterhouse, CMO of GlobalMeet, says that, along with offering those AI features, the company is close to producing AI technology that can translate languages spoken in real- time, so that an attendee listening to an English speaker could hear the audio in French, for instance. Post-event, AI can help gather event feedback and even create reports. On the office side of things, AI is already becoming popular for the use of marketing and generating sales leads, and it can craft email templates and create promotional social posts. Waterhouse told Special Events that GlobalMeet is also working on AI that can search through transcriptions of videos, so that, instead of searching only documents and spreadsheets for information, event pros will soon be able to search through video content as well. “If we’ve transcribed the video, and
as you build up your library of recorded events overtime...business intelligence now takes your video library as a feed... the video becomes another kind of content.” Currently, the available AI tools can automate, optimize, and streamline event management and office work, giving event pros more time to work on the creative and relational parts of events. Making it a reality With all these tools and functions available, where should you begin? An article from MeetingsNet details seven tips for getting started: 1. Start small by identifying pain points and finding an AI tool to help with that specific problem 2. Go with what you know and explore your existing tech stack for built-in AI tools 3. Find a workhorse—a system that you can use alongside your everyday work (think ChatGPT, Claude, Gemini, and Jasper.ai) 4. Always add the human touch by reviewing and editing generated results 5. Use AI to find other AI 6. Fact check AI by having your chosen AI tool fact check itself 7. Get better prompts by telling it what you want so it can tell you what to ask In an article for Catersource , Footers Catering (Denver, CO) owner Anthony Lambatos recommends asking yourself three questions: Does it improve the guest experience? Does it improve the
This year’s annual VOK DAMS TrendLab focused on how AI
employee experience? What resources are necessary? The answers can help you decide what is necessary and how to focus on real solutions when taking the first steps with AI. What are you waiting for? AI is already taking hold of the events industry, so it’s time to begin working it into your event business. Take this advice from Forbes : “With people returning to conferences and summits en masse, it’s no longer a wise business decision to opt out. At the same time, it’s more important to choose events wisely. AI-equipped technology makes it easy to make smarter decisions backed by data.”
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Want to learn more about AI? Here are some more articles to continue your journey: • A Chef's Dive into AI: Maximizing ChatGPT- Shortcuts and Tips • A.I.’s Latest Skill: Creating Promotional Videos from Live-Event Content • Here's What AI Thinks a Barbiecore Wedding Looks Like • It’s Not Science Fiction… It’s Sales • State of the Industry: Innovations in Tech • The Future of AI in the Wedding Industry • The Robot Uprising • Unlocking the Power of AI in Event Tech • We Asked ChatGPT What It Can Do for Meetings, So You Don’t Have To • How to Win Against AI
I is becoming a game-changer in the event sector. Photo courtesy VOK DAMS
Clockwise, from top left: Versions of purple, orange, and green are a vibrant and eye- catching way to invite guests to an event (and are a great triadic palette). Photo courtesy Tracy Autem & Lightly Photography Photography
AI is already at play in catering spaces: Miso Robotics offers a software product that delivers AI-powered cooking with its Flippy robot. The CookRight platform uses cameras mounted above a grill along with a tablet computer. The cameras look down at the food being prepared and use a combination of computer vision, thermal detection, and AI to identify a cut of meat, its thickness, and cooking progress. Photo courtesy Miso Robotics
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ON TREND
A report from consulting company McKinsey & Company verifies the technology’s place in the world: “Organizations are already seeing material benefits from generative AI use, reporting both cost decreases and revenue jumps in the business units deploying the technology.... The biggest increase from 2023 is found in marketing and sales, where reported adoption has more than doubled.” Baird does encourage event pros to use caution when getting started. “Planners need to be incredibly cautious when it comes to using AI for hybrid events. Consumers are smart and can tell when content is not human-generated. While there are benefits and it is a time-saving tool, it is vital that event planners don’t just take the easy way out. Rather, they should spend time checking AI’s work and applying human strategy and thought to it.” It is this human relation with AI that will allow event pros to optimize their efforts. In other words: let AI help with the logistics, not the creativity or relational sides of events. As Colja Dams, CEO of VOK DAMS (Frankfurt, Germany), said in his session How Will AI Transform Events? at Catersource + The Special Event 2024: “AI is not going to kill the job of an event manager, but event managers using AI will be the ones being successful in the future.” Don’t let overwhelm or hesitation keep you behind your competitors. Now that you know a little bit more about this new technology, choose a tool you’re comfortable with and start experimenting. AI is here and it’s all around us—heck, I used ChatGPT to help create this article title (but my human editor changed it slightly)!
A graph from a report by global consulting company McKinsey & Company shows the increase in AI adoption throughout organizations across the world. Photo courtesy McKinsey & Company
Attendees at Catersource + The Special Event 2024 experienced AI with SpotMyPhotos, an AI-powered photo delivery platform that allows attendees to receive photos of themselves directly to their phones as photographers make the rounds throughout the event. Photo courtesy Ivan Piedra Photography/AGNYC Productions
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Leading Caterers of America (LCA) is comprised of the top caterers and event venues in the United States and Canada . When you need a caterer to make your next event exceptional, perfect and delicious, choose a LCA caterer.
Planning something special? Let the best of the best in all things events be your guide.
Nonprofits Galas and fundraisers are key to the success of most charitable ventures - including both financial and membership. The LCA is highly attuned to the needs of most charities, and is a great resource for all the necessary components to make these gala events successful.
Corporate LCA specializes in corporate events of all types - marketing, celebratory, client related, employee morale, and others. Whether held in the host’s facility, or in an off-premise location, LCA members are able to deliver a high value corporate event experience.
Weddings At its collective portfolio of some of the most desirable wedding venues in the United States and Canada, the LCA caters many thousands of weddings annually. Most LCA members have dedicated wedding specialists on staff to ensure this most important day is executed flawlessly, no matter the level of complexity.
Social Bar and bat mitzvahs, First Communions, quinceañeras,
retirements and graduations, and even funerals are all important life cycle events. Superb food and service are crucial to making these events special and memorable, and the LCA is a perfect resource for those products.
Photo Credit: Catering Creations
Photo Credit: G Catering
Photo Credit: Catering by Michael’s
Photo Credit: Bonura Hospitality Group
Elite talent. Unbeatable service. Right where you need it. Find a LCA caterer in your region!
SOUTH Florida, Georgia, Louisiana, North Carolina, South Carolina, Tennessee, Texas
MIDWEST Illinois, Indiana, Kansas, Michigan, Minnesota, Nebraska, Ohio, Wisconsin
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Photo Credit: Zilli Hospitality Group
Photo Credit: Bill Hansen Catering
Photo Credit: DSquared Hospitality Company
Photo Credit: The Classic Catering People
Learn more at LeadingCaterers.com
Five Tech Tools to Transform Your Tech Stack TECH TALK
time spent on clients, projects, office time, and more so that you know exactly how much you need to be charging or paying your team. Pro Tip: This is also a great solution for tracking tasks that should be automated. For example: If it takes you 25 office hours to send invoices, manually reconcile invoices, or send contracts, you need to begin automating! 3. PAYMENT PLATFORMS It’s 2024—you must allow your current and future clients to pay online; opt for a payment platform that is easy for you to use, is affordable, and won’t significantly cut your profits. When looking for the right platform, you’ll want to find a tool that integrates invoicing, contracts, and proposals. Steer clear of platforms that have several extra features that you won’t use anytime soon—when that introductory promo fades away, you will be left with hefty bills on a platform that you aren’t actually using. Pro tip: Check out Rock Paper Coin, which is made to be simple, affordable, and exactly what you need to book clients and get paid. That’s it!
By Nora Sheils We have all heard it before: running a business involves juggling multiple tasks, but still so many pros are not using the right tech to make it all easier. Take it from us— automating your business can make all the difference, and with new tools jumping on the scene every day, it’s easier than ever to find solutions that truly work for you. Here are five tried-and-true tech tools that can streamline your operations and boost efficiency. 1. COLLABORATIVE COMMUNICATION TOOLS Email threads are nice, but sometimes you just need to have a good chat with your team. Tools like Slack or Microsoft Teams are a perfect opportunity to collaborate and have conversations about specific projects or clients that everyone can reference again later; it’s a tool that you can use on the go on your phone, and one that can upload files, pictures, and videos. Pro tip: You can always upgrade your Slack account if you need to, or if you want to connect it to the other apps and programs you use (the ultimate automation tech stack!), but the free version is perfect for most small business owners and their teams!
Automating your business can make all the difference, and with new
tools jumping on the scene every day, it’s easier than ever to find solutions that truly work for you.
4. ROBUST PASSWORD MANAGERS
If it feels like every week someone is reporting on another data leak, it’s because they are. Trust us, we know changing your password often or remembering a 30-digit passcode is incredibly frustrating, but it’s for your own good. We see far too many times how many small business owners get their emails—or worse,
2. INTUITIVE TIME MANAGEMENT APPS
It’s amazing how much time you don’t know a task takes you or your team to complete— which means you might not even be billing correctly for it. Use an app like Toggl or Clockify to track
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“Staying updated with the latest tech tools will keep your business competitive and efficient, but it will also keep new clients coming through your door and current clients happy because everything is so easy and fast.”
their social media accounts—hacked. Secure your business with password managers such as 1Pass or Dashlane. They protect sensitive information, remember all of your passwords in one easy place, and if you ever have a breach or even lose your wallet you can update everything right from their site, making password management effortless. Pro tip: Add all of your passwords (business and personal) into the app so you are sure to use it. The worst app to have is the one you don’t use! 5. BACKUP YOUR WORK While we’re on the topic of security, invest in cybersecurity tools that offer cloud backups. Many small business owners enjoy Dropbox because it’s
easily accessible from their phone or desktop. This ensures your business is protected from potential threats and data breaches across all your devices. EMBRACE THE FUTURE Tech can feel overwhelming simply because it’s always changing and updating. If you are behind and know you must get your business up to speed, hire a virtual assistant who can set up all the tools for you. You can also take advantage of your platform’s customer service—they are there to help! Staying updated with the latest tech tools will keep your business competitive and efficient, but it will also keep new clients coming through your door and current clients happy because everything is so easy and fast.
If you are tech-savvy, here is your reminder to evaluate your current tech stack to stay ahead.
Nora Sheils is the founder of award- winning planning firm Bridal Bliss and co-founder of Rock Paper Coin , a client management platform that offers a streamlined approach to contract, invoicing, and payment processing for the wedding and event industry. Nora is a well-known and sought-after speaker on national stages. Recognized as one of the Top 500 Event Professionals by BizBash, Nora has also been heralded as one of the 100 Most Influential People in the Event Industry by Eventex.
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Feast Your
The rise of grazing tables plus how to do them well By Amanda Nicklaus
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Eyes on This
A lush, elegant grazing table (or feasting table, as Chef Richard Vanderplas calls them), by Edenopolis. Photo courtesy Edenopolis
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For the past few years, it seems that charcuterie boards of all types have had a grip on the events world, mostly for the better. What started as an elaborate snacking trend has taken several turns—cheese and crackers have been swapped for bread and butter, brunch boards have evolved into specialty waffle boards—until the grazing board reached its most recent development: the grazing table, an opulent display of maximalism that can be adapted to match any celebratory setting. This trend doesn’t seem to be fading anytime soon, so it’s time to make sure you’re set up for success. “Regardless of how you may approach grazing tables, it’s an enduring trend that caterers must get on board with sooner rather than later,” stated an article from Catersource . Whether your client wants a simple cured meat and cheese board or a luxurious table overflowing with a variety of seafood items, there’s more to this trend than picking a theme. Here are a few things you need to know. Grazing habits There are many reasons why grazing boards and tables have become an event go-to. For starters, in recent years, event design has tended toward maximalism, providing a stimulating vision for both in-person attendees and those viewing photos and videos of the event on social media. Elaborate grazing tables with unique ingredients and interactive displays bode well for both in-person experiences and online scrolling—and in both cases, this creative array of food is a great reflection of your expertise as an event pro. Grazing boards and tables offer flexibility and room for personalization, a prevailing trend in 2024 (and the predictable future). Clients want every aspect to be an expression of their unique personalities, and grazing tables allow for a curation of food that both fits the client’s tastes and leaves room for a variety of guest preferences. “Grazing boards are definitely a huge trend right now because they're a lot easier to customize than plated dinners,” Danielle Minninger, the Marketing Director of Le Meridien St Louis Clayton, told Special Events . “Couples don't have to worry about selecting one entrée to make everyone happy.”
Grazing boards and tables also encourage conversation among guests, creating a casual, social atmosphere. This conversation is elevated even more when interactive chef stations and service are provided. In an article for BizBash , Kabrel Geller, owner of This Messy Table LA, said that grazing tables are more than a vehicle for serving food—they also act as an art installation and interactive food experience, which increases attendee engagement. “I've found that when This Messy Table is the mainstage food at parties, those parties usually last an hour or two longer than they normally would,” Geller said. “More people tend to be more comfortable in taking how much they want [with a grazing table], whereas when you're doing passed hors d'oeuvres, they can feel stuffy and old school. People might not like to eat as much, even if they want to.” Bountiful offerings Besides the typical charcuterie spread—with preserved meats, a variety of cheeses, and some assortment of bread, crackers, fruit, pickles, spreads, and nuts—there's been a surge of creative board alternatives with untraditional ingredients. Catersource + The Special Event 2022 turned attention to French fry boards, dessert boards, brunch boards, veggie boards, and even a dessert board. Opposite page, top row from left: Grazing tables are a great way to incorporate a client’s brand throughout the feasting experience. Table by and photo courtesy Edenopolis; Grazing tables don’t have to be charcuterie-based—this breakfast table by Edenopolis features bagels and toppings, doughnuts, muffins, croissants, yogurt parfaits, fresh fruit, and granola. Photo courtesy Edenopolis; A grazing table created by placing charcuterie boards together across a table, with an attendant to oversee guests. Table by and photo courtesy Le Meridien St. Louis Clayton Middle row: Grazing tables can feature different food stations, best overseen by individual chefs, like this carving station by Edenopolis. Photo courtesy Edenopolis; Food and decor displayed at varying heights creates a more stimulating image for the eye. Table by and photo courtesy Edenopolis; Treats of all kinds can end up on a grazing table, like these macarons on a table from Edenopolis. Photo courtesy Edenopolis Bottom row: An ornately crafted table can lend itself to the beauty of the food station. Table by and photo courtesy The Messy Table; Any surface or type of table can become a grazing surface, like these smaller tables pushed together. Table by and photo courtesy Edenopolis; This table is a great example of how food becomes art on a grazing table, with dripping grape clusters and purple cabbage spotted throughout. Table by and photo courtesy The Messy Table
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Burrata boards, hummus or polenta boards, and seafood displays are trending. A new take on this trend is popping up in the form of caviar displays (turn to page 34 in the adjoining Catersource issue for more on caviar). All types of bread and brunch boards are popular as well. Other spreads we’ve seen pop up:
• Candy table • Pickle board • Antipasti board • BBQ table
• Holiday themes • Tropical theme • Cultural/regional spreads (Mediterranean, South Asian, etc.) • Hot cocoa boards • Taco table • Mezze table • Seafood/coastal table Le Meridien St. Louis Clayton has added European- inspired spreads to their offerings, including a Mediterranean Grazing Table topped with marinated artichoke hearts, fresh mozzarella, feta, grilled halloumi, and more, as well as a French Bistro Table topped with warmed brie, fruit and nut chutney, and prosciutto. “When it comes to selecting a grazing board, one of the biggest trends I've been seeing is couples wanting custom offerings with a super personalized touch,” continues Minninger. “For example, if a groom is from Chicago and a bride is from St. Louis, we could create a board inspired by dishes from each city, like mini Chicago hot dogs and toasted ravioli (which is a St. Louis thing!). We can also create a board that incorporates a family recipe like ‘Grandma's macaroni’ for a custom mac ‘n cheese board that comes with different types of pasta and toppings. We love giving couples the opportunity to add something extra meaningful to the meal on their big day!” These spreads will sometimes make up an entire meal. “Grazing boards are no longer limited to hors d'oeuvres,” says Minninger. “They can be used to serve dessert or even a full meal! Over-the-top presentation and displays are key when it comes to serving dinner on a board, which is much different from the sleek individual portions that used to be popular.” Chef Richard Vanderplas, owner of Edenopolis, offers what he calls “feasting tables” and says that when it comes to being creative, nothing is off the table (pun fully intended). When asked what food can be displayed, he told Special Events , “Everything. There are no limits. You can have metal platters with chilled items on ice, electric warmers or Sterno® heating beautiful silver platters, chefs carving whole roasts of meat, and anything else you can imagine.” The grazing table is a place for creativity to thrive. “The only rule here is that it is one huge table, filled to the brim
Of course, a classic charcuterie board will always stay classy, like this board served champagne. Photo courtesy Eleven Six PR
Chef Robin Selden of Marcia Selden Catering & Events sets up a Grazing Room pr other sweets, as well as “to go” boxes for guests to fill up with their favorites befor
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with food, that makes your guests feel like little kids with joy when they walk up to it,” says Vanderplas. Getting started There is no shortage of logistics to consider when incorporating a grazing board or table into your event. Here are some things to keep in mind. Keep it fresh You don’t want a photo snapped halfway through the event with part of the grazing table eaten away. It’s important to keep the table staffed with attendants who can replenish the food and keep the area tidy. Make sure you know who is responsible for this and how often they need to refresh the spread. “You should always have someone physically there cleaning up the table as guests eat [from] it, explaining things, making plates, and picking food up off the floor,” says Vanderplas. (More on that in a bit.) The right environment When having food displayed out in the open, it’s always important to know and abide by federal and state food safety laws. You’ll also want to pay attention to the weather and environmental conditions of the event space and adjust the menu accordingly. “Being aware of the temperature and the placement of each grazing table, especially if it's outdoors, is also important,” says Minninger. “Certain foods may spoil quickly, and others could attract insects.” Vanderplas agrees. “Make sure you select the correct foods that do well in hot outdoor conditions. Do not use cut fruits, but instead use grapes; do not use brie, but instead Parmesan; do not use chocolate, but instead mini brownies,” he recommends. “Make sure to be good at saying ‘no’ to your client; remember, they are not experts on food safety! If you educate them on why you can't have seafood sitting on an outdoor table in July, they will understand. Also, a non-negotiable, regardless of the weather, time of year, or type of food: always protect your food from the sun with an umbrella or tent. I also always have ‘fly helicopters’ on the table over dips and sweets.” Handling different diets The beauty of grazing boards and tables is that guests can choose what they like, making it easier to cater to individual preferences—and to dietary restrictions. Per usual, it’s important to have guests notify you of any allergies and restrictions before the event, so the caterer can separate food or leave it off the table.
Tall, elevated floral arrangements allow guests to see each other from across the table. Event by Jaclyn Watson Events. Photo courtesy JAG Studios
d at a picnic by InterContinental New York Barclay, paired with Veuve Clicquot
re-event: a small office turned into a wonderland filled with candy, cookies, and re departing the event. Photo coutesy Marcia Selden Catering & Events
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Attendants are necessary to keep the table tidy and answer questions, all while providing excellent service. Photo courtesy Edenopolis
This clever use of eggplants as signage allows guests to know what they are eating without disrupting the table’s aesthetic. Photo courtesy Edenopolis
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“The only rule here is that it is one huge table, filled to the brim with food, that makes your guests feel like little kids with joy when they walk up to it.” —Richard Vanderplas
“If there are allergies that are not so serious, make sure your staff are aware of what is what, and can answer questions for the guests,” says Vanderplas. “It is important that your staff are properly trained to answer these questions.” Signage can take on various forms, though Vanderplas prefers to ditch the signage in favor of educated attendants. “I am not a fan of signage; I think it's ugly. In general, it takes away from the art of your table. In the event that you have a grazing table that is completely unattended by staff, and no one is there to explain, then signage can be helpful.” Geller is of the same mindset. “If an event is more than 50 people, it really behooves the host and the guests to have an attendant there,” she says. “Because people have questions, and they want to know, ‘How did this happen? And how did you do it? And what's that? And that?’ So, I have found that [an attendant] can be really important to the success of how the event goes.” Vanderplas advises having one staff member per 20 guests. This means one head chef per food type/service, one to four assistants per station, and can depend on the amount of food per menu, not just the guest count. One option for signage is to put the printed (or digital) menu near the table to avoid clutter. If you don’t have attendants, Minninger recommends all garnishes and enhancements be edible to ensure guest safety. Design When it comes to the table, you could use ornately carved handiwork, but you can also use a few plastic tables pushed together with tablecloths and butcher paper over the top. You can even use parts of the venue, like cutouts and thick windowsills, for extra inventive uses of space. A physical or video walkthrough of the venue is a good start for creating the table design. “This is important as you can get an idea of what you are walking into. Every venue has its unique challenges,” suggests Vanderplas. “Make sure you know if the building has a service entrance/loading dock and how it works, and [that] you have all the appropriate
insurance and COIs (Certificate of Insurance) with the building handled ahead of time.” You may have a design in mind for decorating the table, but if the caterer has a preferred layout, give them the reins to bring their vision to life in a way that works with food service. That being said, there are several ways to display and decorate food tables that can make them feel like an art installation at your event. “I love making a huge floral foam installation of flowers right in the center of the table,” says Vanderplas, “and tapering it down to the edges of the table with various risers. I like wood, because it is natural looking, hides grease, and is tough and light for transport. It's good to put brown wax paper down on the display pieces to keep them clean.” The best grazing table designs have no negative space, filling the entirety of the tabletop and even overflowing off the edges. Various heights with risers and decor will be interesting to the eye and incorporating seasonal ingredients and dried herbs into the display will give it that extra zhuzh. In the article for BizBash , Hailey Keane of Graze & Co. said that she always tries “to make it feel like a Renaissance painting, still life kind of setup, so it doesn't feel like it's just thrown together.” Remember, this is the place to embrace maximalism and let art take the forefront! Sustainability One thing to get ahead of with grazing tables is food waste. It’s imperative to work with a caterer who values sustainability, so that you can avoid serving excess food and have a plan for using the leftovers. “This all starts with a talk with the client,” says Vanderplas. “Some clients want to keep all the food for a party the next day, some want it to be donated. We have connections to homeless shelters, firehouses (with lots of hungry firefighters), and lots of hungry staff! We always bring Ziplock bags and aluminum trays to pack up leftovers. We hate throwing food away!”
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