CLICK TO ADD SUBTITLEWINNING VENUE CONTRACTS
TODAY’S OUTLINE
• About Puff ‘n Stuff Catering in Orlando, FL
• Exclusive, preferred, or trusted. What's the difference?
•...
ABOUT US
ABOUT PUFF ‘N STUFF CATERING
• Over 400 staff members strong (50 full-time)
• Expanded the award-winning team into the Tam...
WELCOME TO PUFF ‘N STUFF
CATERING
http://vimeo.com/channels/puffnstuff/72467471
EXCLUSIVE, PREFFERED,
OR TRUSTED
EXCLUSIVE, PREFERRED, OR
TRUSTED. WHAT’S THE DIFFERENCE?
• Exclusive:
The caterer is the only choice for the client. This ...
IMPACT OF WINNING
VENUE CONTRACTS
IMPACT OF WINNING
EXCLUSIVE VENUE CONTRACTS
Venue Status 2011 2012 2013
Palmetto Club Exclusive $57,000 $317,000 $434,000
...
UNDERSTANDING VENUE
COMMISSIONS
UNDERSTANDING VENUE
COMMISSIONS
• Percentage of F&B + facility rental fees (Ballroom)
• Percentage of food only (Mezz – Ha...
FINDING RFP’S IN
YOUR AREA
FINDING OUT ABOUT REQUEST FOR
PROPOSALS (RFP) IN YOUR AREA
• The venue contacts the caterer direct. Usually based on other...
ARE YOU RELATIONSHIP
MATERIAL?
ARE YOU RELATIONSHIP MATERIAL?
• Do you have the operational infrastructure to take on more work?
• Do you have the culina...
THREE LAWS OF MARKETING PHYSICS
“Clients today demand to know precisely what’s in it for
them, why they should believe you...
VENUE DEVELOPMENT MANAGER
• Responsible for sourcing and winning new venue relationships
• Manages RFP submission process
...
ARE YOU RELATIONSHIP MATERIAL?
HF Deck
EXAMPLE SUBMISSION:
DPPAC
EXAMPLE SUBMISSION:
DR. PHILLIPS PERFORMING ARTS
CENTER
• Title Page- page 1
• Table of Contents- page 2
• Letter of Trans...
Website
The Puff ‘n Stuff Catering website receives an average of
6,500viuivoqu peqmonvhandgeneqaveu uignific
a
nvlead
vol...
TASTING MENU
TASTING MENU
IMAGES
TASTING LEAVE BEHIND
MAINTAINING THE
RELATIONSHIP
THE IMPORTANCE OF
MAINTAING THE RELATIONSHIP
• Deliver on every word of your RFP (Town Manner Example – we
were not ready)...
TIPS & TRICKS FOR
SUBMISSION
EXPERT TIPS AND TRICKS
FOR SUBMISSION
• Follow instructions - some RFP restrict the number of pages, size of
the document,...
THANK YOU!
Warren Dietel | warren@puffnstuff.com | 407.629.7833
To download a copy of my slides, go to:
http://www.slidesh...
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
14 catersource venue5
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  • - Turn into handout for dinner event
  • A bit about Puff
  • Every contract can be slightly different.Don’t be afraid to negotiate. Some venue’s come with baggage (OSC).
  • Make a conscious decision to market to venues. Our business was 65% corporate. Now we are 50/50.
  • Make a conscious decision to market to venues. Our business was 65% corporate. Now we are 50/50.
  • VENUE Guide KEY FEATURESQUICK CONTACT: Links to website, social media and review sites SITE CAPACITIES: show cocktail, dinner, dinner with dancing, wedding ceremony, meeting style and theatre style setups IMAGE GALLERY: with logo and beautiful images of space and real eventsRECENT EVENTS & NEWS: Showcases real events at the venue and links to blog posts and videos of the events
  • From the co-branding Hello Florida deck of top 20 corporate venues in Orlando.
  • Finding the right fit venue. Does a venue fit your business model.
  • Don’t be afraid to negotiate.Add scan copy of current RFP template.Continuously identify gate keys and build relationships. Research other companies that are courting RFP’s.Focus and allocate resources to this initiatives. Slide for Amy’s job and how the team comes together.
  • 14 catersource venue5

    1. 1. CLICK TO ADD SUBTITLEWINNING VENUE CONTRACTS
    2. 2. TODAY’S OUTLINE • About Puff ‘n Stuff Catering in Orlando, FL • Exclusive, preferred, or trusted. What's the difference? • Impact of winning venue contracts on your catering business • Understanding venue commissions • How to find out about RFP in your area • Are you relationship material? • Example submission: Dr. Phillips Performing Arts Center in Orlando • Importance of maintaining the relationship • Tips and tricks for submission slideshare.net/WarrenDietel
    3. 3. ABOUT US
    4. 4. ABOUT PUFF ‘N STUFF CATERING • Over 400 staff members strong (50 full-time) • Expanded the award-winning team into the Tampa market • Constructing 30,000 square foot commissary opening in Fall of 2014 • Five exclusive venues & many more preferred • Central Florida’s only catering company with a dedicated convention department & venue development manager
    5. 5. WELCOME TO PUFF ‘N STUFF CATERING http://vimeo.com/channels/puffnstuff/72467471
    6. 6. EXCLUSIVE, PREFFERED, OR TRUSTED
    7. 7. EXCLUSIVE, PREFERRED, OR TRUSTED. WHAT’S THE DIFFERENCE? • Exclusive: The caterer is the only choice for the client. This can be in-house operation or the services are exclusively • Preferred: The venue has preferred agreement specifically with venue. The venue will have list of caterers from 3 or more. Typically some type of catering commission or licensee fee is paid to venue • Trusted: This is more of recommendation by caterer. These venues have an open door policy for catering. Any license vendor is allowed so no restrictions. Venue will usually provide an area in business that has vendor information such as business cards, rack cards and other collateral.
    8. 8. IMPACT OF WINNING VENUE CONTRACTS
    9. 9. IMPACT OF WINNING EXCLUSIVE VENUE CONTRACTS Venue Status 2011 2012 2013 Palmetto Club Exclusive $57,000 $317,000 $434,000 The Ballroom Exclusive $1,100,000 $1,400,000 $1,400,000 Science Center Preferred $291,500 $270,000 $272,000 TPepin Exclusive $784,000 $900,000 $934,000 WP Farmer’s Trusted $38,00 $46,500 $40,000 Davis Island Preferred $19,500 $25,000 $35,500 Leu Gardens Preferred $189,000 $125,000 $200,000 Lake Mary Events Preferred $219,000 $189,000 $159,000
    10. 10. UNDERSTANDING VENUE COMMISSIONS
    11. 11. UNDERSTANDING VENUE COMMISSIONS • Percentage of F&B + facility rental fees (Ballroom) • Percentage of food only (Mezz – Has it’s own beverage license) • Venue commission on subtotal (Leu Gardens) • Per guest + monthly rent (Palmetto Club) • Hybrid/creative solutions (Fantasy of Flight)
    12. 12. FINDING RFP’S IN YOUR AREA
    13. 13. FINDING OUT ABOUT REQUEST FOR PROPOSALS (RFP) IN YOUR AREA • The venue contacts the caterer direct. Usually based on other venue recommendations, positive client feedback, great reputation in the community • Third party company- some venues hire consulting companies to design and administer the RFP process • Solicitation broadcast- Vendorlink, public announcement, government website • Vendor relationships • Specific venue experience (transitioning from preferred to exclusive, or vice versa if you are not careful) • Great creative – TPepin example
    14. 14. ARE YOU RELATIONSHIP MATERIAL?
    15. 15. ARE YOU RELATIONSHIP MATERIAL? • Do you have the operational infrastructure to take on more work? • Do you have the culinary infrastructure to take on more work? • Are you able to promote venues and do they know it when you do? • Is your service team actually providing excellent service? • Can you build/support a marketing program? • How will you provide value to the venue? • Do you handle weddings well? • Can you “walk” referrals in the door? MAKE A CONSCIOUS DECISION TO MARKET TO VENUES BY ALIGN MARKETING & SALES
    16. 16. THREE LAWS OF MARKETING PHYSICS “Clients today demand to know precisely what’s in it for them, why they should believe you will deliver, and what sets you apart from the competition.” ~Doug Hall Eureka! Ranch • Overt Benefit • A Reason to Believe • Dramatic Difference
    17. 17. VENUE DEVELOPMENT MANAGER • Responsible for sourcing and winning new venue relationships • Manages RFP submission process • Connecting piece between venue and sales staff • Maintains Venue Guide website and updates sales staff with news about venues • Conducts annual performance reviews for venue management • Assists venues to gain exposure by providing access to marketing and sales SETS PUFF APART FROM COMPETITION BECAUSE NO ONE ELSE HAS A DEDICATED VENUE DEVELOPMENT MANAGER
    18. 18. ARE YOU RELATIONSHIP MATERIAL?
    19. 19. HF Deck
    20. 20. EXAMPLE SUBMISSION: DPPAC
    21. 21. EXAMPLE SUBMISSION: DR. PHILLIPS PERFORMING ARTS CENTER • Title Page- page 1 • Table of Contents- page 2 • Letter of Transmittal- page 3 • General Information- 5 & 6 • Letters of reference- page 9 & 16 • Marketing plan- page 17 - 22 • General Statement of experience- page 32 • Financials- page 33 - 37
    22. 22. Website The Puff ‘n Stuff Catering website receives an average of 6,500viuivoqu peqmonvhandgeneqaveu uignific a nvlead voltmevootqSpecialEvenvPlanningveamfoqevenvu in allcavegoqieu incltdings edding,coqpoqave,uocialand non-pqofiv . Wi vhaqobtuvSEO pqogqam,envicingviutalu, aconvenv-dqivenbloganduocialmediainvegqavion, ptffnuvtff.compqovideu auvqongbaueofon-going maqkevingoppoqvtnivy. Social Media Puff ‘n Stuff Catering is active on Facebook, Twitter, Pinveqeuvandotqblog.Eachuocialmediachanneldqiveu alaqgentmbeqoftnirteviuivoqu vootqs ebuive,and qelevanvconvenvengageu otqclienvu pqoviding vop-of-mindas aqeneuu. Advertising Bovhdigivalandpqinvadveqviuingutppoqvotqmaqkeving iniviaviveu invhes edding,coqpoqaveanduocialmaqkevu. Ptff‘nSvtffCaveqingadveqviueu s ivhvop-vieqptblicavionu incltdingW eddingW iqe,TheKnov,CenvqalFloqida BqideandOqlandoBtuineuu Jotqnal. Page 19 Corporate Marketing
    23. 23. TASTING MENU
    24. 24. TASTING MENU IMAGES
    25. 25. TASTING LEAVE BEHIND
    26. 26. MAINTAINING THE RELATIONSHIP
    27. 27. THE IMPORTANCE OF MAINTAING THE RELATIONSHIP • Deliver on every word of your RFP (Town Manner Example – we were not ready). • Tracking what you are doing. • Annual performance review – Communicating what you do. • Building rapport with your sales staff and venue’s sales staff. • Consider having a dedicated sales person for your exclusive venues.
    28. 28. TIPS & TRICKS FOR SUBMISSION
    29. 29. EXPERT TIPS AND TRICKS FOR SUBMISSION • Follow instructions - some RFP restrict the number of pages, size of the document, and content. • Make sure to provide all the required information. • Have submission reflect your company identity and brand. • Many RFP’s provide evaluation criteria in the RFP and have each section weighted. Look over what sections are the most weighted and make sure to answer as completely and accurately as possible • If RFP allows for creativity - bring in support to help identify theme, concept and look for the presentation. • Outsource the design and writing if you do not have anyone on staff that can handle the project. • Be on time and attend all meetings.
    30. 30. THANK YOU! Warren Dietel | warren@puffnstuff.com | 407.629.7833 To download a copy of my slides, go to: http://www.slideshare.net/WarrenDietel www.facebook.com/puffnstuffcatering | Twitter: @pscatering
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