CATERING EDUCATION AT ITS BEST!
Learn from industry
experts who will
expose the tricks of
the trade for handling
finance, menus, staff, NETWORKING
buffet design, sales Talk with industry
calls and more! leaders and other
to share ideas, discuss
• the issues and create
TRADESHOW Many included and
The industry’s largest optional events will
and only catering bring the latest
tradeshow puts catering trends and
hundreds of food, concepts to life.
product and service
resources right at your
Save money by registering early!
THE MOST POWERFUL WEEK OF THE YEAR
Take notes, ask questions, get inspired!
Customize your education program from our full menu of food and beverage, sales
and marketing, presentation and décor, and business and management classes.
Show Partners . . . . . . . . . . .3
Speakers . . . . . . . . . . . . . . . .4
Education . . . . . . . . . . . . . . . .5
Xperience . . . . . . . . . . . . . .16
CORE . . . . . . . . . . . . . . . . . . .17
Events . . . . . . . . . . . . . . . . .18
Contests . . . . . . . . . . . . . . . .19
Culinary education comes to life with interactive demos, recipe ideas and Tradeshow . . . . . . . . . . . . . .20
innovations that will renew your menu and your sales.
Why attend? . . . . . . . . . . . .21
Registration . . . . . . . . . . . .22
Exciting presentation and design sessions will spark your creativity. Save $100-$1,000
New lower “early-decision” rates
will save you hundreds of dollars
on your full registration before
December 7, 2009
Register today at
Or call the Catersource office at
800.932.3632 for more information.
Customer service hours: 9:00am –
Optimize your sales, marketing, operations and business skills rapidly and easily. 5:00pm CST.
2 Lowest price deadline extended through January 31! www.catersource.com | 800.932.3632
Catersource has established a number of valuable industry partnerships that allow
us to tap into the greatest resources and build the best educational programs in the
industry. Each organization brings unique and valuable expertise to the 2010
Conference & Tradeshow because they share the belief that quality education
strengthens the industry. These partner organizations come together to share their
knowledge and participate in the 2010 Conference & Tradeshow on many levels.
The American Culinary Federation (ACF) International Military Community
ACF, established in 1929, Executives Association (IMCEA)
has 22,000 members IMCEA is the
spanning 230 chapters professional association of
nationwide. The choice for military
organization offers Morale, Welfare and
educational resources, Recreation (MWR)
training and apprenticeships, and accredits professionals. Established
secondary and post-secondary culinary in 1972 as an association for military club
programs. In addition, ACF operates the most managers, IMCEA has grown to encompass all C O N F E R E N C E & T R A D E S H O W
comprehensive certification program for chefs in military MWR programs.
Catersource continues it’s positive relationship
the United States, including two certifications Our partnership with the IMCEA will result in with Event Solutions, the event industry’s
specifically designed for catering executives. ACF hundreds of foodservice professionals attending leading publication. By co-locating the two
is home to ACF Culinary Team USA, the official our conferences from the U.S. Army, Navy, Air shows, we are able to offer Catersource
team representing the United States in culinary Force, Marines and Coast Guard. IMCEA attendees full access to all Event Solutions
competition. members interface directly in serving our sessions on Monday, Tuesday and Wednesday.
www.acfchefs.org nation’s military personnel and their families. Scheduled sessions include:
International Caterers Association (ICA) • State of the Industry: Where We Are Now and
Since 1981, The National Association of Catering Where We’re Headed
International Caterers Executives (NACE) • Socialize with a Purpose: Building a Social
Association has been The National Association of Media Strategy for Success
dedicated to the education Catering Executives is the
of the catering industry. The • Event Marketing Today: Maximizing Your
oldest and largest catering
organization is committed to Event Outcome While Minimizing Investment
association in the world,
supporting, promoting and improving all aspects encompassing all aspects of • Catalyst Conferences: How to Plan and
of the catering business. ICA’s ongoing alliance the catering industry. Produce Next-Generation Conferences and
with Catersource strengthens the professional Dedicated to promoting career success for its Events
catering industry by a mutual endeavor of members and the professionalism of the industry, • Best Practices: Solutions to Your Top Event
providing quality education, products and NACE offers educational programs, professional Business Challenges
services for continued growth, opportunities and certification, chapter initiatives, networking
success. opportunities, recognition and awards programs, • Wedding Design from Concept to Completion
www.icacater.org a job bank and community service projects. • Planning for the Future: Virtual and Hybrid
www.nace.net Event Strategy
• 35 Cost-Saving Tips for Meeting Planners
• The Elephant in the Room: How — and How
Get Certified! Much — to Charge
• Steal These Ideas! 20 Design Trends for 2010
ACF Continuing Education Hours Certified Professional Catering Executive • Sales Solutions: Managing a Winning Sales
All sessions at the 2010 Conference are NACE encourages the professional development Team
approved for ACF continuing education hours. of caterers and event specialists through
If you attend the entire Conference, you can earn participation in its certification program. • Master Planner Workshop
24.5 CEHs. If you attend certain days only, the • The Business of Weddings: Sell More, Grow
breakdown is as follows: This year, NACE will offer the CPCE exam on More
Tuesday, March 9, 2010 in conjunction with the
Sunday 3.75 hours Catersource Conference & Tradeshow. • Two Power Talks on hot industry trends
Monday 6.25 hours Catersource attendees will receive a $50 discount You’re also invited to Event Solutions’ Opening
Tuesday 3.25 hours off the application fee. This special rate includes Night Las Vegas event on Sunday and you can
Wednesday 4.5 hours the CPCE Study Guide. choose to experience the event production and
Thursday 3.25 hours entertainment specialties that Event Solutions
Tradeshow 3 hours brings to the Tuesday night party, Anthology.
Visit our website for details about Event
Please visit our website for more information on ACF certification and continuing
Solutions sessions and events.
education hours and the NACE CPCE exam being offered at Catersource 2010.
www.catersource.com | 800.932.3632 Lowest price deadline extended through January 31! 3
KEYNOTE SPEAKER AREAS OF FOCUS
• Carla Hall
Catersource educational sessions are
planned around and designated by Focus
Icons to help you choose classes that are
tailored to your specific areas of interest:
Alchemy Caterers, Washington DC
Many of us know Carla Hall from Season 5 of Bravo TV’s Food & Beverage
Top Chef, where she earned a spot as one of the final three
chefs competing for the title. But Carla should also be
Sales & Marketing
recognized as the chef/owner of successful Alchemy Caterers
in Washington DC, with a range of offerings spanning
weddings to gift baskets, corporate events to cooking classes. Operations & Service
Carla joins us at the Catersource Opening Session to share
her perspective on what inspires us and the importance of
Presentation & Design
individuality, and to simply celebrate a love of catering.
Carla will be taking part in the Ask the Experts lunch on
Monday as well as making appearances in the Business & Management
CatersourceXperience room and the Catersource booth on
the Tradeshow floor.
Catersource speakers represent a wide range of industry segments and bring their years of expertise to the sessions being taught at the 2010 Catersource
Conference & Tradeshow. Here are just some of the talented industry leaders you can expect to see:
Mike Roman Gale Gand Brian Palazzolo Meryl Snow Jack Milan Alison Awerbuch Carl Sacks
Founder and Executive Pastry Owner Owner Owner/President Executive Vice Director of
President Chef/Partner Classé Catering Feastivities Different Tastes President/Partner, Consulting
Catersource Tru Albany, NY Events Boston, MA Abigal Kirsch Services
Chicago, IL Philadelphia, PA Catering Catersource
Jamie Keating Jerry Edwards Tim McLaughlin Mark Kingsdorf Lisa Richards Robert Frungillo John Lawn
Owner/Chef CPCE, VP Culinary Owner/Principal Owner, Picnic Owner, Frungillo Editor-in-Chief
RiverMill Event Chef/Owner, Operations, Designer People/Festivities Caterers and Associate
Center/Gourmet Chef’s Central Catering Queen of Hearts Catering East Mountain Publisher, Food
Events Expressions Kitchen, Wedding San Diego, CA Lakes, NJ Management
Columbus, GA Timonium, MD Restaurant Consultants Magazine
Associates Cleveland, OH
New York, NY
Get some creative ideas, recipes and more from these speakers NOW at www.catersource.com
4 Lowest price deadline extended through January 31! www.catersource.com | 800.932.3632
Session schedule and speakers are subject to change.
Sunday • 1:00pm - 2:15pm LEARN:
• Methods for cooking foods properly in hot
SESSION #001 boxes. Five Things You Wish You'd Known Before
• Safety practices to use with hot boxes. You Did Your Website
Create Memorable Guest Experiences with Alan Berg, Director of The Knot Market
• How hot-box cooking reduces the carbon foot
Sensational Service print of an event. Intelligence, New York, NY
Brian Palazzolo, Owner/Catersource A website should constantly be updated, not only
Consultant, Classé Catering, Albany, NY to help your search-engine rank, but also to reflect
Mission: Exceed guest expectations at all times! what’s happening in your business. What was
Sensational service touches, leadership techniques, Using Social Media and Social Causes to relevant three to five years ago is not likely to still
and dramatic flair performances are showcased in Market Your Company. be relevant today. All websites should be designed
rapid-fire succession throughout this 90-minute Laurey Masterton, Proprietor, Laurey’s with the specific audience in mind; if you’re
power session designed to inspire your passion and marketing to more than one group (brides, bar
Catering & Gourmet to Go, Asheville, NC
bring you to an elite, world-class level. mitzvah planners, other businesses), you need more
As a 20-year survivor of ovarian cancer, Laurey than one landing page and possibly more than one
LEARN: Masterton is understandably passionate about site. Whether you already have a great website or
• Service touches that can greatly impact your finding a cure for this disease. To promote ovarian are looking to start from scratch, you can learn
image. cancer awareness, she recently completed a trans- how to make yours the best.
• Best practice ideas for managing and leading continental solo bike ride from San Diego to St.
Augustine, FL. Conceived as a fundraiser, the bike LEARN:
seasonal/part-time staff. • An understanding of why just having a website
ride has turned out to be a big boost for Laurey’s
• A sample of the choreography workshop at the business. She will describe how she uses social isn’t doing your business justice.
Academy of Service Arts. media to promote her company—and show you • Methods to find out if your website is a cash
• An efficient process for producing flawless how to do it, too. Always wanted to have a blog? register or a black hole.
weddings. Wondered about Twitter? Facebook? Have a
limited advertising budget? Want to contribute to • A way to determine your web presence beyond
your community and still help your business? your website.
Laurey will tell you how she does all of this on a • The two most important business tools for
60 Ways to Lower Food Cost For On- and limited budget. creating an effective website which cost less
Off-Premise Caterers LEARN: than $1 each!
Stephen Zilli, Director of Operations, Zilli • How to use Facebook and Twitter to your
Hospitality Group, Waukesha, WI business’s advantage. 2:30pm - 3:45pm
Today, especially, every penny saved is a penny • Blogging do’s and don’ts.
earned. A seasoned pro shows you how to analyze SESSION #007
• Ideas for writing and distributing an email
your entire operation and maximize every
opportunity to cut costs. Stephen is a lifelong newsletter.
A Culinary World Tour of Innovative Food
veteran of the restaurant and catering industry. • Ways to get free media coverage for your Stations
You’ll come away with a long list of practical, easy company. Lon Lane, Chef /Owner and Stewart Lane,
ways to trim expenses and make your business
more profitable. Even if you’re an industry veteran,
Catering Chef, Lon Lane’s Inspired
you can’t afford to miss this one. You can use Occasions, Kansas City, MO
Stephen’s practical advice immediately. 25 Years and 25 Things That We Have Join Lon and Stewart as they show you how to
LEARN: Learned The Hard Way impress your clients and their guests with
Linda Sample, CEO, A Thyme To Cook, innovative food stations featuring comfort foods
• Ways to trim spending in purchasing. Stonington, CT from around the world. Explore ethnic cuisines
• How to control waste. from the United Kingdom, Italy, Russia, Africa, the
Have you ever said: “ I wish someone had told me Middle East, Asia and India. These high-impact,
• A process for costing out recipes accurately. that?” Linda and her team are ready to share the low-cost stations are guaranteed to increase your
• The best price for the products you buy. important lessons they’ve learned so you can avoid profits while expressing your sensitivity to the
• A system for rotating food. costly mistakes and bad business decisions. In 3- needs of your market.
minute segments, this session will address real
challenges, real solutions and measureable results. LEARN:
Management, leadership, communication, event • Catering-tested recipes for ethnic comfort
Mastering Hot-Box Cooking and menu design and many other topics will be on foods.
Alejandro Salinas, Executive Off-Premise the table.
• Buffet and service design ideas using these
Event Chef and Mark Walker, Executive LEARN: international cuisines.
Chef/Partner, Global Gourmet Catering, • Simple tips for conducting effective meetings. • How to create low-cost stations that can add
San Francisco, CA • Non-sales techniques that generate repeat profit to you bottom line.
Caterers are often asked to produce memorable sales. This session is presented by the ICA
menus for multiple guests in remote locations with • The reasons you must conduct reality checks.
no equipment. The ability to do this well is a
• Event and menu design tips learned the hard NACE CPCE Fast Track training course
defining element in your off-premise catering
company’s success. Chef Alejandro and Chef way. Sunday March 7, 1:00pm-5:00pm
Mark are masters of hot-box cooking and will This session is presented by the ICA. The Fast Track is an intensive review course
share their tips and techniques for producing covering the seven core
restaurant-quality meals. competencies of the CPCE exam.
Advanced registration is required.
Visit our website for more
www.catersource.com | 800.932.3632 Lowest price deadline extended through January 31! 5
Session schedule and speakers are subject to change.
marketplace. He will talk about what winning
SESSION #008 SESSION #011 caterers are doing today with respect to managing,
staffing, pricing, selling, purchasing, operations
Increasing Your Revenue While New Revenue, New Products, New
and culinary focus.
Educating Your Bride Markets: How to Add a Recession-Proof
Meryl Snow, Owner, Feastivities Events, Party Food-to-Go Division to Your Catering LEARN:
Philadelphia, PA Company • Roman’s insight on what lies ahead for
Sandy Korem, Owner, The Festive Kitchen, caterers.
Look like a star to newly engaged (and
overwhelmed) brides by offering a day of Dallas, TX • What new product lines to start and which
“edutainment.” This is not an ordinary bridal Technomics Inc. recently released a report that older ones to adjust or stop.
show, it’s yours. Line up local wedding experts to stated that catering to consumers’ at-home social • What’s important to buyers of catering and
speak to potential clients about their upcoming occasions market is a $33-billion market. Get your what isn’t.
weddings, pair with fab food, showcase your latest share of this growing market as Sandy candidly • The eight actions caterers must take to succeed
decor trends and top it all off with a keynote shares how she started selling four items from her
speaker. You charge brides a fee to attend and in 2010.
existing catering-production kitchen and ended up
increase your revenue. with a multi-unit, multi-million-dollar extra
revenue stream. Hear about this important new
concept in North America. No, this is not meal Simple Floral and Décor Ideas You Can
• How to educate your brides while increasing replacement. It’s party food that you are already
your revenue. an expert at producing. No joke! This is recession-
Make In-House for Big Profits
• The nuts and bolts of putting on a seminar. proof business and Sandy will tell you why. David Everett, Event Planner & Designer,
• The way to find a media sponsor.
The JDK Group, Camp Hill, Philadlephia, PA
• How to find a keynote speaker It’s the special little touches that will separate you
• What you can do today to increase sales to from the pack. Simple floral arrangements and
your existing catering customers with little or décor ideas will help you outshine your
SESSION #009 no investment. competition and take your company to the next
A Case Study: Fixing a Broken Catering • How to use your existing staff and menus to level. David will share new floral and décor ideas
bring profit to your bottom line immediately. that you can use at your events.
Carl Sacks, Director of Consulting, • How this new revenue stream brings you new LEARN:
Catersource, Little Falls, NJ catering business. • How to discover new floral and décor ideas.
As Catersource’s director of consulting, Carl Sacks • How your customers will see your name • Simple “recipes” for making floral
has worked with struggling caterers all over the multiple times in one week yet you aren’t arrangements and décor elements.
country, and has successfully helped them recover spending any money for advertising. • New products available for creating floral
and improve their profitability. Carl will discuss
arrangements and décor ideas.
actual projects he has worked on, the nature of the SESSION #012
process, costs and outcomes. You may see your • Great resources for floral supplies and design
company in some of Carl’s anecdotes, and you’ll Cooking Up Great Photos materials.
learn from his work with other caterers. Cade Nagy, Chef/Owner and Chief
Photographer, Catering by Design, Denver, SESSION #015
• Before-and-after financial snapshots of CO The Wedding Caterer Reality Challenge:
troubled caterers. Visual images have always been important Part 1
• The changes necessary to implement to fix to caterers, but in the fast-paced electronic world Hosted by Mark Kingsdorf, The Queen of
of blogs, Twitter, Facebook and instant Hearts Wedding Consultants, Philadelphia, PA
these companies communication, photographs of food, design
• An outline for evaluating your company, so elements, images of guests enjoying the party and Three catering companies from different markets
you can see if your company could benefit visuals of venues are essential for your marketing will get on stage and interview a real bride-to-be.
from a third-party review. and branding programs. You cannot afford not to They will have the chance to ask any questions
have professional-looking images. Bring your they need to in order to develop a winning
SESSION #010 camera to class and Cade will make it easy for you proposal for her wedding that fits within her
to understand how to take great photos every day. budget. This will be like a real life sales situation
Inspiration: Where to Find New Profitable and on Wednesday (4:45pm) in Part 2, they will
LEARN: all come back on stage and present their event
Concepts for Your Events
Jack Milan, CEO, Different Tastes, • The basics of your camera’s settings. proposal to the bride. She will then pick a winner
• Elements of good composition and lighting. and let us know what the tipping points were in
Boston, MA choosing one of the three caterers. You will get the
As caterers, we’re always trying to find the “latest • What to do with your photos once you’ve chance to see first- hand the types of sales meetings
and greatest” for unique designs, presentations, got the shot. and proposals that will capture the bride’s
and menus. Clients expect us to offer new concepts business.
every season, just as they expect of home design 4:00pm - 5:15pm
and fashion. Your everyday surroundings and LEARN:
experiences can feed your creative juices. Jack will • The entire process from the bride’s point of
show you how to open your eyes, turn on your SESSION #013 view.
brain, and let new ideas flow. • The right questions to ask to put together a
The Roman Report
LEARN: Mike Roman, Founder and President, winning proposal.
• To open your mind to new ideas. Catersource, Chicago, IL • Great proposal ideas you can use to win over
• To look at familiar things in another light. your next bride.
Learn what the immediate future holds for all
• To create something new and unique from your types and sizes of catering businesses. Mike will
daily observations. help you better understand the changing catering
6 Lowest price deadline extended through January 31! www.catersource.com | 800.932.3632
Session schedule and speakers are subject to change.
SESSION #016 SESSION #018
• Highly effective service operational strategies.
Creating a Loyalty Program for Large Tailgate Events: How to Score Big in • Formulas and ratios for efficient personnel
Your Business Catering to the Sports Event Market ? performance management.
Warren Dietel, Owner, Puff ‘n Stuff, Katherine Farrell, Owner and Rula Bawardi, • Service execution strategies, through case
Orlando, FL Director of Sales and Events, Katherine’s studies.
At times, more focus is given to winning new Catering Events, Ann Arbor, MI • How large events are managed successfully.
clients than to keeping them coming back. Take advantage of local sports events to score big
Referrals and repeat business are just as important on your bottom line. Katherine and Rula will share SESSION #104
as marketing your business to new clients. How all the details for selling and producing these large
can you keep them coming back for more? Join picnic style parties. They will even offer tips for The Secrets Behind Successful Sales Team
Warren as he details a step-by-step customer- marketing to the opposing teams! Management
loyalty program that has resulted in easy money Ingrid Nagy, Owner, Catering By Design,
for Puff ‘n Stuff. LEARN:
LEARN: • How to plan menus, spec quantities and
manage logistics for tailgate parties. Whether you are the sales manager, the owner or
• Key points for implementing a customer- one of the sales team trying to take valuable ideas
loyalty program. • How to partner with local universities and back to your company, this session will show you
colleges to garner a larger share of this market. how to successfully manage a sales team for
• Techniques for tracking and redeeming
customer rewards. • Creative themes for tailgate parties with longevity, profitability and company growth.
• Customer service tips that support referrals
and repeat business. • How profitable tailgate parties can be when • A successful sales-commission structure.
planned and executed correctly.
This session is presented by the ICA • Tested bonus, incentive and benefits programs
SESSION #017 Monday • 7:30am - 8:45am • Techniques for team cultivation and growth.
• Effective office processes and procedures.
Effective Business Planning Tools to Take SESSION #102
Your Company to the Next Level • How to determine when it’s time to hire more
Richard Wilkie, MBA, Co-owner, Culinary Amusement: How to Make Food sales/event designers.
Euro Catering, Inc. Calgary, Canada Fun and Profitable
Andy Snow, Chef/Owner and Locke SESSION #105
Success doesn’t happen by accident; it takes a great
deal of focused effort. How do you create a path Johnston, Executive Chef, Feastivities Weddings: Men Buy, Women Shop
to your goals and to profit: your business plan? If Events, Philadelphia, PA Olive Chase, CEO, The Casual Gourmet,
you are a catering business owner or manager who There is no doubt that the food has to have flavor, Centerville, MA
wants to chart a new course for the company and but who is to say it can’t be playful as well? Andy
take it to the next level, Richard will provide the New research on women’s buying power and
and Locke will show the fun side of food with shopping style can change the way you sell
knowledge and tools to do so with greater amusing presentations for hors d’oeuvre,
confidence and ability. A no-jargon approach that weddings. Market, plan and execute weddings for
performance stations and sweet endings. Plus: today’s bride and her mother. Since 1986, Olive
shows how easy it is to coordinate the different “culinary amusement team building” corporate
parts of your business and manage your Chase and the Casual Gourmet have been creating
events in your commissary–a great revenue booster. beautiful weddings in one of the country’s premier
LEARN: destinations Cape Cod.
• How your chef can enhance the selling process LEARN:
• How to define a unique position in the at a tasting.
marketplace you can own. • The priorities women have in making
• A hint of catering-friendly molecular purchasing decisions.
• A comprehensive business-planning-process gastronomy.
template. • How to analyze your marketing to better
• The culinary component of chef bars and pod appeal to mothers and brides.
• Models and tools for running your business service.
and measuring corporate performance. • How to give the client information and
• How to teach your event chefs to interact with experiences they need to close the sale.
the guests. • What to do if the groom is the buyer.
SESSION #103 • How to sell when the client is at a distance.
This session is presented by the ICA.
Standard Operating Procedures for
Executing Perfect Service at Your Events
Brian Palazzolo, Owner/Catersource
Consultant, Classé Catering, Albany, NY
This session will cover organizational methods for
pre-event and on-site event management. The
NACE CPCE Fast Track training course
seminar is designed to provide solutions for
managing events of any scale. Brian will share Monday March 8, 2:45pm-5:45pm
techniques, best practices and insight on how to The Fast Track is an intensive review course
get the results you want. covering the seven core
competencies of the CPCE exam.
Advanced registration is required.
Visit our website for more
www.catersource.com | 800.932.3632 Lowest price deadline extended through January 31! 7
Session schedule and speakers are subject to change.
9:00am - 10:30am businesses. Many have taken this opportunity to 1:30pm - 2:45pm
open new markets, assess daily operations, write
OPENING SESSION new management policies and explore new sales-
management techniques. Join Jack and Meryl as
Join fellow caterers as we kick off the 2010 they interview caterers from different regions to
Conference at this general session. We’ll present the discuss how they have turned a lemon economy
Contemporary and Creative Sides and
winners of the 2010 Catersource ACE Awards and into a tasty and profitable lemonade. Salads
the new Non-Commercial Caterer of the Year Jamie Keating, CEC, Chef/Owner, RiverMill
Award. Keynote speaker Carla Hall will address LEARN: Event Centre, Columbus, GA
fellow caterers and share her inspiration, • Where you can find new markets.
Attention to detail is the key to creating impressive
individuality and love of catering. • How to write new management policies. menus. Side dishes and salads need the same
• New sales-management techniques. attention as the center of your plate. Chef Keating
will demonstrate creative recipes, simple techniques
10:45am-Noon SESSION #109 and trendy vessels for contemporary side dishes
and salads you can easily implement in your plated
SESSION #106 The ABCs of Social Marketing dinners or buffet menus.
Liese Gardner, Owner of Mecca LEARN:
Delicious Desserts with Do-Ahead
Communications and Editor of Fuel,
Directions for Catered Events • New recipes for contemporary side dishes and
Los Angeles, CA salads.
Gale Gand, Cookbook Author, Executive
Pastry Chef and Partner, TRU, Chicago, IL Rachel Globus, Editor, Event Solutions • Out-of-the-box thinking utilizing comfort ideas
Dessert is the last impression your clients and their Magazine, Phoenix, AZ with a contemporary twist.
guests get at an event, so it needs to be memorable. You know social marketing works but still aren’t • Cost-saving ideas producing the recipes.
Watch and learn from Gale as she teaches you how sure how it can help you or where to start? Learn
to make stellar desserts from full sized, to plated, the basics of this free marketing medium and how
it can help your business increase its circle of
to tasty bites days ahead of time.
influence with the online audience. Liese and Learn from the “Masters of Reception”
LEARN: Rachel will teach the basics of each form of social
• Catering-friendly recipes to add to your menus. media, how it works for others and how it can
Robert Frungillo; Jerry Frungillo, Owners;
• Presentation tricks and techniques for plated work for not just caterers, but all event Linda Percola, VP of Sales; Joe’l Falco, VP of
and platter desserts. professionals. Operations and John Fucci, Controller,
Frungillo Caterers, East Mountain Lakes, NJ
• Ideas for a signature dessert you can use to LEARN:
brand your company. Tune in to The Learning Channel on Friday nights
• The foundations of social marketing: blogging, and you can watch master caterers Robert and
Twitter and Facebook. Jerry in action. Their show Masters of Reception
• Tips to help you build your audience in terms chronicles a real wedding including all the
The Science and Art of Selling of linking, replies, retweets, mentions, updates, challenges, solutions, and over the top requests
Mike Roman, Founder and President, hashtags and more. from the bride, groom, and relatives. But what you
don’t know is that Frungillo Caterers may be
Catersource, Chicago, IL • How to create blog content that keeps readers
catering as many as 20 more weddings or major
Teaching selling techniques is what Mike does best! and potential clients coming back for more. events at the same time. While the TV show is a
Mike will be presenting proven concepts that help • How to manage your social marketing in one great experience, Robert and Jerry and the
new salespeople gain confidence and improve their hour a day. management team will share the nitty-gritty facts
performance. Experienced salespeople will leave about operating one of New Jersey’s most
this session with a completely new set of selling SESSION #110 successful on- and off-premise catering and event-
tools to increase their closing average. You will design companies.
learn what to do and, more important, what not 50 Quick Tips to Set Your Event Space
to do in the pursuit of a profitable sale. Apart from Your Competition
Mark Kingsdorf, Owner, The Queen of • Systems used to manage the large volume of
• Roman’s 75-minute sales tune-up that will Hearts Wedding Consultants,
Philadelphia, PA • How they control costs and track profit.
increase your closing average dramatically.
This session is designed for banquet centers, • How to make every bride or host feel like you
• The difference between selling and order- are focused specifically on their event.
taking. restaurants, college campuses, hotels, museums,
galleries and unique venues that want to book • How to train, motivate and manage event staff
• Non-verbal techniques that will make easier more weddings. What makes a bride want to book so they will provide exceptional service.
sales. her special day at your facility? How do you make
• How to establish and maintain control while that most important first and lasting impression? SESSION #113
selling. Mark is a seasoned and successful wedding
planner with a background in catering, so his view Brunch: the New, Hot, Meal!
SESSION #108 of what makes you unique keeps you, the caterer, Gale Gand, Cookbook Author, Executive
in mind. Pastry Chef and Partner, TRU, Chicago, IL
The Recession Saved My Business LEARN: Brunch is the perfect choice for so many of life’s
Meryl Snow, Owner, Feastivities Events celebrations and in today’s economy, it is the
• Tips for dressing up the venue on a budget.
Philadelphia, PA perfect choice for your value clients. Learn why
• How to make your venue more bride-friendly.
Jack Milan, Owner, Different Tastes, brunch is so well-loved, fun, versatile, cost-effective
• How a wedding package can attract business. and easy to prepare. Join Gale to hit the sweet and
• How to promote your business while cross- savory high points of this often overlooked meal.
When life gives you lemons, make lemonade. marketing with other event professionals.
During the recent challenging economy, caterers
have had to carefully examine every aspect of their
8 Lowest price deadline extended through January 31! www.catersource.com | 800.932.3632
Session schedule and speakers are subject to change.
LEARN: will incorporate food items from hors d’oeuvre to LEARN:
• Signature cocktails to start the fun. appetizers and soups, entrées to side dishes, • How to create the right environment to sell
desserts to specialty beverages. more.
• How to master easy and impressive egg dishes
for large groups. LEARN: • How to exude confidence; clients will pay
• Menus and recipes for plated meals, hot and • How to think outside that proverbial box. more if you look smart and are smart.
cold buffets, baked goods and more. • How to add something unique to your • How to use a tasting for all it’s worth.
company repertoire. • How to take an already booked client to the
SESSION #114 • Recipes and food costs for these “twisted” next level.
items. • How to work with tech-savvy clients who will
Basic Financial Budgeting for Caterers
Carl Sacks, Director of Consulting, pay more for cool stuff.
Catersource, Little Falls, NJ
Catersource surveys show that only about an Wedding Menus from the Sublime to the
estimated 20 percent of caterers have a formal Ridiculous. Menu Strategy and Design Create Memorable Guest Experiences
budgeting process. For smaller companies, this is That Will Help You Capture the Wedding with Sensational Service - REPEAT
understandable, but not necessarily the best choice. Market Brian Palazzolo, Owner/Catersource
Larger catering companies can almost always Alison Awerbuch, Executive Vice Consultant, Classé Catering, Albany, NY
benefit from going through the budgeting exercise. President/Partner; Mark Gagnon, Corporate
Catersource financial expert Carl Sacks explains Mission: Exceed guest expectations at all times!
the pros and cons of budgeting, how budgets can Executive Chef; Meredith Barsky, Director of Sensational service touches, leadership techniques,
be set up and adjusted during the year, the best Sales, Pier Sixty & the Lighthouse; Phil and dramatic flair performances are showcased in
tools to use for budgeting, and how budgets can DeMaiolo, Executive Chef, Pier Sixty & the rapid-fire succession throughout this 75-minute
assist in achieving sales and management goals. Lighthouse, Abigail Kirsch Catering power session designed to inspire your passion and
Relationships, Tarrytown, NY bring you to an elite, world-class level.
• How budgets can be set up quickly and Abigail Kirsch Catering Relationships produces LEARN:
over 500 weddings each year. One of the reasons • Service touches that can greatly impact your
the company is so successful in winning the image.
• How managers and salespeople can benefit business is its strategic and creative menu planning
from monthly budget reviews. and design. There is an art and science to • Best practice ideas for managing and leading
• How to deal with exceptional or non-recurring proposing and creating the right menus for each seasonal/part-time staff.
events in your budgeting. client and the Abigail Kirsch team will share how • A sample of the choreography workshop at the
they do it. Academy of Service Arts.
SESSION #115 LEARN: • An efficient process for producing flawless
• Styles of receptions that are most successful for weddings.
Incentive Programs that Drive
weddings. This session is a repeat of #001 on Sunday.
Warren Dietel, Owner, Puff ‘n Stuff, • Cutting-edge trends as well as updated tried-
Orlando, FL and-true popular items in food and beverage. SESSION #120
Having a difficult time motivating your staff these • Unique presentation ideas for butlered, station
An In-Depth Look at Restaurants That
days? Keeping your team engaged is more and plated service.
important than ever. Warren will help you • How to differentiate your wedding proposals John A. Lombardo, Catersource Consultant,
determine which aspects of employee performance so they stand out. West Long Branch, NJ
need the most improvement and how to develop • Changes in client wedding reception choices
simple, easy-to-implement programs to reward Catersource’s John Lombardo has practical
and menu designs based on the economy. experience ranging from luxury hotels and resorts
to independent restaurants and catering
LEARN: SESSION #118 operations. John is managing partner of Branches
• Both front-line teams’ and managers’ incentive Catering in central New Jersey, an on- and off-site
How To Up-Sell in a Down Economy catering company with an outstanding reputation.
Dan Hoch, Director of Sales and Operations He has consulted with many restaurateurs who
• How to use a peer-driven employee-of-the-
and Alain Flambert, Event Planner want to either start a catering division or garner
month program that really works.
Feastivities Events, Philadelphia, PA more profit from an existing one. John will
•Programs that encourage your employees to act describe many case study snapshots with tangible
The economic downturn doesn’t mean you can’t
like owners. information and take-home value to you, to
up-sell. A refreshingly frank and exhilarating
This session is presented by the ICA. presentation on selling more fabulous food and showcase the best practices successfully employed
décor to any client type. Tips and techniques for by restaurants that cater.
those new and old to the business of catering sales LEARN:
3:00pm - 4:15pm from the mind of a consummate and slightly crazy
• How to identify and solve operational issues.
SESSION #116 • How to improve profitability from the catering
Putting a New Spin on Classic Menus • Ideas for cross marketing the catering division
Jack Milan, CEO and Ken Barrett, Executive and the restaurant
Chef, Different Tastes, Boston, MA
In the fashion world, we’re told to wait a minute
and what was old will be new again! The same can
be said of food. Classics invented in the ‘60s and
‘70s are now back but with a twist. This session
www.catersource.com | 800.932.3632 Lowest price deadline extended through January 31! 9
Session schedule and speakers are subject to change.
• How to “ham up” hors d’oeuvre with cured
SESSION #121 Using Personality Marketing to Sell More pork.
Weddings to Today’s Bride • How to give your soup and salad courses body
Creating The Unexpected: Using Molecular Susan Southerland, National Wedding without giving up profit.
Gastronomy at Catered Events Expert, Perfect Wedding Guide, Orlando, FL • Great entrée recipes that are versatile, catering-
Domenic Chiaromonte, Owner, Match friendly and profitable.
Restaurant and Event Venue, Toronto, If you are looking for the most effective and cost-
efficient ways to market to today’s bride, national
Canada wedding expert Susan Southerland has the SESSION #202
The name Chiaromonte has always been answers. Her unique system identifies four types of
synonymous with the unexpected. Featuring bride personalities and the most effective sales and Using Value to Create Sales
techniques and presentations from his new book, marketing strategies for each. Mike Roman, Founder and President,
Domenic will recreate traditional foods by Catersource, Chicago, IL
transforming their looks, flavors and presentations LEARN:
• How to recognize the personality type of the Value is only perceived as value if the
into a more modern approach fitting for the shopper/buyer sees it as value to themselves. Mike
twenty-first century. bride and how it relates to each aspect of the will teach what you must do to create and then
wedding. present value to your clients. This seminar will
• How to engage the bride with a personalized offer in-the-trenches ideas, tactics and scripts that
• Step-by-step how-to instructions for cooking
experience to achieve top sales. will give a huge boost to your sales.
• How this customized approach to wedding LEARN:
• Recipes and techniques to add to your
planning can make the experience less stressful, • Roman’s newest selling scripts that overcome
easier, and more fun price objections.
• All about thermo circulators, rotary
evaporators and volcanic smokers. SESSION #125 • How to get shoppers to realize that your
company is the one they must use.
SESSION #122 Campus Catering Update: • How to identify your shopper’s hot buttons to
Trends and Challenges gain advantage.
Menu Design Strategy to Streamline John Lawn, Editor-in-Chief and Associate
Operations and Maximize Profits • Quick ways to neutralize competition, close
Publisher, Food Management Magazine, sales and get the deposit check.
Lon Lane, CEO and Stewart Lane, Catering Penton Media Inc., Cleveland, OH
Chef, Inspired Occasions, Kansas City, MO
The college, university and school catering SESSION #203
Explore ways to create cutting-edge menus, marketplace has seen many challenges due to the
streamline operations and maximize your profits. overall economy and the decrease in endowment A Culinary World Tour of Innovative Food
Lon and Stewart will discuss menu development donations to campuses. John and a panel of Stations
and strategies for breakfast, lunch, serviced experienced campus caterers will report and Lon Lane, Chef/Owner and Stewart Lane,
dinners, buffet stations and butlered hors d’oeuvre discuss what they are doing to maintain profits and Catering Chef, Lon Lane’s Inspired
events. cut costs in their catering departments. Cutbacks Occasions, Kansas City MO
LEARN: have placed new pressures on programs and staff
Join Lon and Stewart as they show you how to
• How to create cutting-edge menus. alike, but this session will offer some solutions to
impress your clients and their guests with
everyday operational concerns.
• How to streamline your operations. innovative food stations featuring comfort foods
LEARN: from around the world. Explore ethnic cuisines
• How to maximize your profits.
• What other educational institutions are doing from the United Kingdom, Italy, Russia, Africa, the
This session is presented by the ICA. Middle East, Asia and India. These high-impact,
to cut costs.
low-cost stations are guaranteed to increase your
SESSION #123 • Ideas for expanding your “market.” profits while expressing your sensitivity to the
• Ideas for new revenue. needs of your market.
Self-Service Corporate and Social LEARN:
Catering in 2010
Mike Roman, Founder and President,
Tuesday • 7:30am-8:45am • Catering-tested recipes for ethnic comfort
Catersource, Chicago, IL foods.
SESSION #201 • Buffet and service design ideas using these
Mike will teach the do’s and don’ts of self-service
drop-off food orders to corporate and social Pork: The New Cater-Friendly Superfood international cuisines.
customers in the current economy. In preparation Mark Walker, Executive Chef and Eric • How to create low-cost stations that can add
for this session, Mike interviewed caterers to gather Magnani, Chef de Cuisine, Global Gourmet profit to you bottom line.
an amazing list of marketing, pricing, production, Catering, San Francisco, CA This session is presented by the ICA and is
presentation and delivery tips. You will learn the
From prosciutto to pork bellies to pulled pork a repeat of session #007 on Sunday.
latest and greatest concepts to increase or start a
self-service business. barbeque, this versatile protein is showing up as a
featured food in five-star restaurants, food and
LEARN: wine magazines and on catering and banquet
• Roman’s tips, tactics, and strategies for menus. Billed as “the other white meat,” pork
profitable self-service catering. options are being asked for by customers for
• How a self-serve product line fits correctly into special events and daily menus. Chef Mark and
a full-service catering company. Chef Eric will take you on a fast-paced
demonstration of the many faces of pork and will
• How other caterers handle the last minute show you how you can integrate pork into your
demands of self-service drop-off. catering menus.
• How to maximize profits by offering online
10 Lowest price deadline extended through January 31! www.catersource.com | 800.932.3632
Session schedule and speakers are subject to change.
LEARN: perfection then returning to the warehouse,
SESSION #204 Warren and Kevin will take you on a step-by-step
• How to “dress up” any menu regardless of the
price point. tour of an off-premise event.
We’ve Been in Your Kitchen …
and We Can Help • How to use alternate vessels for chafers and LEARN:
Jerry Edwards CPCE, Chef/Owner, Chef’s traditional platters. • How to pack the vans or trucks efficiently for
Expressions, Timonium, MD • How to train service staff to build buffets quick unload and set up at the event.
Eric LeVine, Executive Chef/Operations correctly. • How to coordinate set-up and execution of the
Manager, Encore Catering, East Hanover, NJ event between the back and the front of the
SESSION #207 house.
Join these two chefs with more than 50 years
experience between them as executive catering • Systems to assure you have everything needed
Event Design with the Caterer in Mind
chefs. They’ll share the philosophy of positive and for the party on site.
David Merrell, Owner, AOO Events,
productive kitchen management techniques, as Los Angeles, CA • How to track food and equipment to assure
offered in their collaborative new book. proper handling when returning to the
David Merrell is known worldwide for producing
highly stylized and memorable events on budget
• How to create a culture that propels a kitchen and on time. Unlike many other event designers, This session is presented by the ICA.
team toward success. David began his career as a caterer and
• Standard Operation Procedures that will understands the importance of seamless integration SESSION #210
of the food and beverage elements at events. This
balance your kitchen and make production
results in events that exceed the client’s Limit Your Liabilities by Adopting HACCP
easier and more consistent. expectations and amazes guests. Ed Manley, MCFE, CHM, CPFM, E.H.,
• New ideas to reduce costs and increase quality Manley and Associates, Las Vegas, NV
at the same time.
• The latest trends for food and beverage at Would you like to sharpen your competitive edge
• How to “MAP” your creations. in the market? Join Ed Manley as he shares how
to become HACCP-certified. Demonstrate your
SESSION #205 • How the catering element can be integrated
commitment to the highest standards of food
into the event design to enhance the overall safety. This session will give you the basics of a
Update on the Wedding Cake concept. HACCP plan as it applies to the catering business.
Donna Ford, Owner/Executive Pastry Chef, • Communication lines needed between the
Sweet Memories Bakery, Apex, NC LEARN:
design team and the catering team during set-
• How to do a HACCP plan for a specific
Wedding Cakes for today’s bride have far up, execution and break-down of the event.
surpassed the classic basketweave style of the • How to market to and sell catering to event
1970s; the cake may be the talk of the wedding • The next steps for getting certification for all
reception. Donna discovered her passion and your managers.
unique talent for cake artistry as a child in her SESSION #208 • How a HACCP program protects guests who
mother’s kitchen. She’s elevated that gift into a very have food allergies.
successful bakery, recognized nationally for custom The Power of PR
wedding cake creations. Her unique designs have • How to promote your superior food-safety
Meryl Snow, Owner, and Scott Barnes program.
been featured in prominent publications, films,
television shows and commercials. Director of Marketing & Public Relations,
Feastivities Events, Philadelphia, PA
LEARN: 10:30am - 11:45am
Can't afford a PR agency? Don't have a publicist
• The latest wedding cake trends including on staff? No worries. Join Meryl and Scott as they
colors, flavor and styles. share tried-and-true tips on building media, venue SESSION #211
• How wedding websites and social media have and industry relationships that will heighten
consumer awareness, build your existing brand
Hors d’Oeuvre & Appetizers:
affected the trends in wedding cakes. New Ideas for the New Market
and increase your bottom line.
• How to help the bride make the wedding cake Eric LeVine, Executive Chef/Operations
personal and memorable. LEARN: Manager, Encore Catering, East Hanover, NJ
• How to cut and serve designer cakes. • How to write a press release.
This session will feature twists on traditional and
• How to create an integrated marketing plan to not-so-traditional items. Cost-effective concepts for
9:00am - 10:15am make your company shine brighter. passed, displayed and seated courses, as well as a
• Effective electronic and postcard advertising. new way of thinking when it comes to creating
• Effective pitching to get the media’s attention. food concepts will be discussed. It’s not just
SESSION #206 thinking outside the box, it’s smashing the concept
• Tips to increase your database. of creative thinking.
Revisit, Revamp and Reinvent Your
Traditional Buffets SESSION #209 LEARN:
Tim McLaughlin, Vice President of Culinary • New hors d’oeuvre concepts that can be used
Operations, Central Catering Kitchen, The Operations Toolbox quickly and efficiently.
Restaurant Associates, New York Warren Dietel, Owner and Kevin • New small-plate passing and station ideas.
If your traditional buffets are in need of a culinary Kulikowski, Director of Business
• New plated courses to diversify your menu and
face lift, you will not want to miss this session. Operations, Puff ‘n Stuff, Orlando, FL
expand you customer satisfaction.
Tim’s creative signature is evident on every buffet How do you get an off-premise event perfect every
served to the many clients of Restaurant time? Join Warren and Kevin as they open the Puff
Associates. Watch as he revamps a ho-hum buffet ‘n Stuff toolbox and share the systems they use to
into a hip and haute table on stage right before produce off-premise events. From loading the truck
your eyes. to setting up, from executing the event to
www.catersource.com | 800.932.3632 Lowest price deadline extended through January 31! 11