Javits Center Rolls Out Reshaped F&B Program to Complement 2021 Expansion

July 23, 2019

With the goal of reshaping the food and beverage industry for meetings and conferences, New York Convention Center Operation Corporation (which operates Javits Center) has launched a new hospitality brand called Cultivated. Created in partnership with Levy Convention Centers and CxRA catering, Cultivated will design creative dining presentations and high-end catering for events, incorporating local ingredients from New York producers.

“We are thrilled to announce the launch of this new hospitality brand, Cultivated, which illustrates our strong connection to New York and our mission to host unique events and experiences that support our economy and foster the sharing of ideas that move this city, this state and this world forward,” said Alan Steel, president and CEO of NYCCOC.

He continued, “The definition of [cultivate] means to nurture and grow, and therefore, the essence of this new brand reinforces our commitment to supporting our customers and our community... The Javits Center is centered around the concept of a future undefined and ever-changing, and this new hospitality program serves as an exciting way to explore how that future will look, feel and taste.”

Cultivated will emphasize sustainability, community and technology to create a more inspired culinary experience in New York City. It will align with the dynamic new spaces of the currently expanding Javits Center, set to be completed in 2021. F&B will be a major focus of the 1.2-million-square-foot addition, taking the form of new kitchens, food preparation stations and 27 loading docks meant to enhance the efficiency and experience of on-site catering.

“What makes this partnership so exciting is that we truly share the belief that convention centers can be agents of culinary change,” said Andy Lansing, president and CEO of Levy. “We’re rolling up our sleeves and working closely with the restaurants, purveyors, farms and community organizations that define New York’s culinary scene, [so] anyone who visits Javits Center should leave feeling like they experienced the best the city and state have to offer.” 

Javits Center

In the first few months of Cultivated programs, trade show organizers and event planners can expect new menus, a new microsite for advanced on-site catering services and a new leadership team, alongside three major initiatives:

Reflecting the Community: Partnerships with local purveyors such as El Dorado Coffee Roasters, a sustainable beer program reusing bread made on-site to craft specialty brews, honey harvested from Javits Center’s rooftop beehives, and elimination of straws and use of 100-percent compostable service ware

Reimagining Catering and Event Service: Creating an immersive catering experience with high-end catering service from CxRA, an in-house bakery making breads and desserts from scratch, and a direct-to-your-exhibit mobile ordering app

Reshaping Online Dining: Reshaping Javits Center’s F&B offerings through additions of New York-inspired restaurants and cafes, as well as on-the-go beverages and salads created by robots

The 1-acre rooftop working farm currently under development at Javits Center will also be part of Cultivated, as it’s expected to produce up to 40,000 pounds of fruits and vegetables for the convention center’s kitchens.

Learn more about Cultivated and changes coming soon to Javits Center here.

 

 

 

 

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Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. 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Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.