A holiday party; a big playoff game between rival teams; a concert featuring chart-topping acts. All of these special events can require additional staff, more-than-usual food and beverage on hand, and the ability to adjust to an influx of customers. With this in mind, special events can be a headache to many concessionaires.
In spite of these added pressures, proper planning and execution can open up a wealth of opportunities for concession sales. Special events can also serve as a training ground to break in new or unusual products and see if they can hold their own. Concessionaires also have the opportunity to display creativity in packaging and presentation of food and beverage during these events.
Set your sights
In planning for special events, NAC Director of Education Shelley Feldman suggests
that concession operators go through a checklist of all things involved in regular
events from start to finish. Adjust that list depending on the increase of expected
attendance or change in demographic of the crowd.
Operators may simply increase food and beverage and overlook the need for everything else that goes into handling an event such as increased cash control, extra security, excess trash handling, extra tables or increased paperwork.
Aim for the right sales mix
Anticipating food and beverage supplies for a specific event starts with figuring
an anticipated per capita. This may mean using a similar event plan or soliciting
advice from a peer in the industry.
After finding a potential per cap number, multiply the per cap number by the
expected attendance at your event to figure out your total expected food and
beverage sales. Take the total sales and divide up your menu according to your
sales mix, or percentage you typically sell of each item. Divide the total dollar
amount by the item price and you have the quantity you should have on hand,
although Feldman suggests tacking on 10 percent more to this number just to
be safe. (see chart on page 21)
Hone in on the Target
Often when there are groups of people attending a special event, a good deal
of those could be children.
Kelly Kroneberg, CCM, foodservice coordinator at Waukesha County Park System in Waukesha, WI, explained that catering to kids brings opportunities to be creative and introduce different types of products in unique ways, especially during special events. "For our 2003 Halloween event, we will be naming or packaging each of the products after Halloween related items," she said. "For example, licorice ropes will be called licorice veins, and popcorn will be going into plastic gloves to look like skeleton hands."
Special events also open up opportunities to introduce new products to adults
as well. Centering concessions around the theme of the actual event can help
introduce unique products.
"Since we are a nature-based operation, food for our autumn festival tends
to revolve around nature-based products," Kroneberg said. "For example,
we sell buffalo burgers, dill pickles on a stick, and apple pies and cider.
Attendees seem to like having original products that are not typically seen
at an ordinary festival."
Waukesha County Park System also found a creative and successful way to sell combo meals during these events. "Another great selling tactic that we used last year at our beach concessions is selling a meal deal such as a hot dog, chips, soda, and mini candy bar in a sand pail with the our park logo with a shovel. The kids loved the idea and we sold through the whole batch of pails well before the season was over."
NAC Regional Vice President Alvin Shandro, president of Western Food Services in Edmonton, Alberta, Canada, provides food and beverage at football and baseball stadiums, a golf course, and a hockey arena, and also handles special events like concerts and festivals.
He explained the ability to be flexible with your points of sale is key to pulling off the promotion of new products during special events. "Portable locations are crucial during special events. Special items are usually sold such as fresh squeezed lemonade and fresh fruit," Shandro said.
Being creative might also have to do with changing your concession sales from the traditional "belly-up" or bank line to a cafeteria line or even a buffet.
This is a partial version of the complete story that appeared in the Summer 2003 issue of Concessionworks, the newsletter for NAC members. To become a member of NAC click here. Members that would like to receive the complete story can call the NAC office at (312) 236-3858.