As long as flexibility is a big part of the equation, banquets-with their higher checks, lower food costs and reduced staffing requirements-can be a key profit generator for club and resort operations.
Banquet business remains an important staple of club and resort properties’ food and beverage operations. But how banquets are now being sold, planned and executed has become anything but routine. More than ever, to attract their needed share of banquet business, food and beverage directors and executive chefs must be able to offer a range of options—from the menu, to the style of event, to the space used within the club.
At the same time, chefs and F&B directors are feeling increased pressure to value-engineer their offerings, while still appealing to the increasingly sophisticated palates and customized service requirements of the crowds they seek to feed.
The answer, in many cases, has been to provide flexible banquet options that won’t break the budget, but can still offer an enviable “wow” factor.
SUMMING IT UP
• Increase banquet business by customizing menu options and working with members and guests to reach an agreeable price point. Related Photo Galleries |
Smart Starters
While buffets and sit-down service are here to stay, nothing says “special event” quite like creative, bite-sized food. And whether they’re designed to whet guests’ appetites or make up the entire menu, small plates are quickly gaining favor at banquets and special events.
“Hors d’oeuvres and small plates offer all the flavor and none of the commitment of a sit-down meal,” says Chris Todd, Executive Chef at Bear Lakes Country Club in West Palm Beach, Fla. “We’re seeing a growing number of members and guests gravitate toward this style of banquet.”
From miniature plated portions to stylish shooters, Todd and his team at Bear Lakes CC offer their catering clients a variety of passed, bite-sized options. A sample menu of the club’s hors d’oeuvres includes Brie & Raspberry Purses, Miniature Coney Island Hot Dogs, Andouille Sausage & Cheese Puffs, and even an Asian Short Rib Pot Pie.
“We always ask our catering clients to recommend additional hors d’oeuvres that aren’t on our menu,” says Todd. “If our culinary team is able to produce those selected choices, we are more than happy to accommodate special requests.”
Beyond their eye-catching, mouth-watering style, smaller-sized dishes are also great for portion control, presentation control and flavor control.
“The concept is especially attractive to clients looking for a gourmet experience because they allow guests to sample a variety of menu items,” notes Scott Bester, Bear Lakes’ Director of Catering & Special Events.
In 2001, the catering department at Bear Lakes CC did $115,000 in banquet business. But in 2009, thanks to more customized menu options, the club boosted banquet revenues to over $450,000. |
Because a lot of little bites equals a lot of trash, for these types of receptions it can be especially helpful to have dedicated servers whisking away disposables to toss behind the scenes. Trashcans are an eyesore, but no one wants used glasses, dirty spoons and crumpled-up napkins crowding tables, either.
Show and Tell
Action stations allow guests to sample local ingredients, a bride and groom’s favorite dish or an eclectic ethnic cuisine, all at a single event. And while delicious dishes are obviously the top priority, the best stations simultaneously serve up eye-catching entertainment as well.
“People enjoy seeing how something is made,” says Roger Anderhalden, Executive Chef at Mountain Air Country Club in Burnsville, N.C. “Instead of saying ‘I’ll have a piece of that’ and having it put on a plate, they want to ask questions and learn something about their food.”
On average, Mountain Air CC does over 500 special events annually—and because of member demand, Anderhalden has added more and more actions stations to the menu.
“It requires a bit more labor, but guests really enjoy the culinary entertainment,” he says. “Keying in on a specific ingredient or theme can be especially fun. For example, for New Year’s Eve a few years ago we did a ‘Havana Night’ theme and served a Spicy Mojo Chicken with warm Mango-Avocado Salsa at one action station, and Sliced Buffalo Tenderloin with Buffalo Short Rib Ragout at another. Another year, for a ‘Gourmet Golf’ outing, we set up action stations on the course. It was challenging to move the equipment we needed from hole to hole, but the end result really wowed members.”
Bear Lakes CC has seen the size of its banquets decrease, but not the quality. “The average size of a banquet last year was around 100,” says David McClairmont, Clubhouse Manager. |
Stations are also an ideal way to introduce members and guests to more unique cuisine in petite portions, so there’s less waste if they don’t like it.
“At our Martinis and More banquet, we serve the entire menu in smaller portions inside martini glasses,” says Anderhalden. “That way, members are able to sample more than one dish without getting too full and if they don’t like certain flavors, they don’t feel guilty about not finishing.”
The Martinis and More menu featured a Mashed Potato Martini with Asiago cheese, black olives, roasted red peppers and chive sour cream; a North Carolina BBQ Martini over green chili corn bread; a Shrimp and Grits Martini served with soft whipped butter, mushrooms, onion relish and chopped parsley; a Fajita Martini served with refried beans, guacamole and salsa; and a Tuna Martini with Asian Vegetable and Miso-Soy Dressing.
“When it comes to presenting food for large groups, stations provide a fun, interactive alternative,” say Anderhalden. “Plus, having a chef serve ‘live’ can bring real value to an event.”
The Pricing is Right
At Mountain Air Country Club, “a banquet’s success depends on the service, the staff, the food and the experience,” says Executive Chef Roger Anderhalden. |
While there are some properties that can still generate banquet business with menus selling at $70 a head, catering clients with champagne dreams and beer budgets can also be satisfied.
“People are looking for value with it comes to banquets,” says John Sluck, Clubhouse Manager, Food & Beverage Director at Croasdaile Country Club in Durham, N.C. “We’ve seen a trend in recent years for guests to cut back on beverage options; instead of offering a full bar, they’ll offer a signature drink and wine. We’ve also noticed a trend toward smaller, more intimate parties instead of huge, 300-person receptions.”
Sluck and Croasdaile’s Executive Chef, Scott Rowe, work closely with catering clients to ensure that the banquet not only meets their expectations from a culinary standpoint, but also their budgetary requirements.
“Chicken is usually the obvious choice for cost-conscious menus, but that doesn’t mean the meal has to be a bore,” says Rowe, who suggests a quesadilla grill action station serving up pan-seared chicken with all the traditional fajita accoutrements.
They may be small, but hors d’oeuvres are big news for banquets, as chefs are creating unique, two-bite flavor combinations. |
“You have to do your due diligence when laying out the menu options,” he adds. “Catering clients want to get the biggest bang for their buck, and we have to work with them to make that happen.”
Croasdaile accomplishes this by offering a variety of proteins and styles of cuisine at various price points within its banquet menus.
“We use the menu as a foundation and we build from there,” explains Sluck.
To keep food costs in control, Croasdaile is proactive about its relationship with vendors.
“With the economic situation, people are more in tune to the cost of goods,” says Sluck. “We work very closely with our vendors to ensure we get the best prices and products available.”
“This also helps us to incorporate more seasonal items into banquet menus,” adds Rowe.
In recent years, Croasdaile CC has seen an trend toward social banquets, where guests are grazing instead of sitting and tables are better arranged into smaller groups, much like a lounge. |
Defining Success
At West Orange Country Club in Winter Garden, Fla., Director of Operations Scott Yates defines the success of any banquet by his host’s reaction.
“I want my host to be confident in the club’s ability to execute the event flawlessly whether it is a sit-down feast, stand-up cocktail party or strolling reception,” he says. “To do this, we make sure the staff knows the timeline and we all stay upbeat and positive, no matter what happens.
“Problems arise. You can’t plan for them,” he adds. “But it doesn’t always matter what the problem is so much as how it’s handled. If the staff stays calm and we work together to solve it, then we will continue to succeed.”
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