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? • 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

ABOUT US

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

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 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.

IMPACT OF WINNING VENUE CONTRACTS

IMPACT OF WINNINGEXCLUSIVE 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

UNDERSTANDING VENUE COMMISSIONS

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)

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

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

ARE YOU RELATIONSHIP MATERIAL?

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 MARKETTO VENUES BY ALIGN MARKETING & SALES

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

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 COMPETITIONBECAUSE NO ONE ELSE HAS A

DEDICATED VENUE DEVELOPMENT MANAGER

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 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

TASTING MENU

TASTING MENU IMAGES

TASTING LEAVE BEHIND

MAINTAINING THE RELATIONSHIP

THE IMPORTANCE OFMAINTAING 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.

TIPS & TRICKS FOR SUBMISSION

EXPERT TIPS AND TRICKSFOR 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.

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