The New Normal In Event F&B, According to Thrive Meetings & Events CCO Tracy Stuckrath
June 30, 2021
Like many key aspects of events, food and beverage is having a moment of adaptation as the industry looks to a post-COVID future. For example, buffets aren’t gone completely, but they will look a little different for a while, with health and safety expected to remain a major concern at events for the foreseeable future. But pandemic or no pandemic, F&B remains one of the most discussed aspects of an event, according to Tracy Stuckrath, chief connection officer at Thrive Meetings & Events. She believes that smart planning can help planners turn a complicated event feature into a golden opportunity to foster greater attendee engagement. Here, Stuckrath shares her predictions for F&B as live events start happening again.
What kinds of changes will we see in food and beverage?
The changes we should expect include one-sided buffets, distanced seating (3-4 people at a 72” round), more staff (if available), outdoor F&B events as much as possible, pre-packaged /boxed meals or plated meals versus buffets, staggered meal times, nothing pre-set, plexiglass in some locations and minimized menu offerings.
As an aside, not all of that happened at an event I recently attended. For breakfast and dinner, the buffet was plated by servers as we walked down the aisle. Dessert for the dinner was on a table for anyone to take, water and tea were pre-set and there were six people per table. The lunch was boxed, but the seating was still six per table.
What pandemic-related trends will stick and which won’t?
The ones I see sticking are an increased concern about food safety practices, making sure cleaning [is done] out in the open, planners asking more about food safety and vendors sharing their practices. I think creative food presentations and service styles will stick, such as different types of boxes for meals. The pandemic gave us the opportunity to think outside of the standard buffet and boxed meal – that should continue. I hope the minimized menu offerings stick, as it saves on waste and adding to our wastes.
How many is too many sitting at a banquet table? Or do you think we’ll be going back to old times?
If following the 6’ distancing guidelines, really only three or four people should be at a 72” round. I do see those planners and venues wanting to maximize space seating 6-8 people, leaning more toward six. This will still require having more space for meal functions, unless they can stagger them (schedule different meal times), but it could accommodate more people. A positive around this is that it makes for a more intimate opportunity for relationship and business building. It’s hard to chat with an entire table of 10-12 people. Better conversations will be had and it won’t be as noisy, as in many multiple conversations.
Are buffets gone forever? If not, what modifications need to be made to make them safer?
The traditional two-sided buffet is gone for at least a while. If someone uses buffets, they will be single-sided with servers serving the food. There may be plexiglass in front of the buffet and/or the chafing dishes will be turned so the lid (if it has an attached one) will be between the food and the attendee. A benefit to this set-up is smaller portion sizes, which saves food and money (open buffets require more food since you don’t know what everyone will eat). A challenge will be staffing, as in will the caterer or venue have enough staff to serve the food?
Do you believe that this will all change as more people get vaccinated?
Yes and no. We still need to be cognizant that some [attendees] are going to be hesitant to get too close to others. While some events may [want to know] whether you have been vaccinated, they should not be sharing that information with the whole group and some people may not want to share whether they have been or not.
Are you seeing a change in menu and snack option trends due to the pandemic or could/should they have happened anyway?
More and more people are looking to eat healthier, including plant-based and intermittent fasting, so our menu and snack options need to lean toward that trend.
In a September 2020 survey, the International Food Information Council’s “Food Safety: Consumer Trends, Habits, Attitudes,” reported that:
- 45% are concerned about eating food away from home
- 43% follow a specific diet or eating pattern
- 60% consider their health when deciding what to eat and drink
[These changes] should have already been happening. Another statistic is that 10% of U.S. adults have a food allergy, so the management of this needs to be incorporated into the menu design.
Boxed lunches and snacks are great for health and safety but not for the environment. What other container alternatives are out there that don’t cost a lot extra?
Use standard plates and silverware, and experiment with mason jars, bento boxes or maybe have fun with school food trays.
How can planners work better with their venue’s catering team to create an on-trend and safe dining experience for attendees?
Talk to them well in advance to plan the menus. F&B is the largest expenditure, so spend time designing menus that meet the needs of your attendees – it should not be an afterthought. Know your food and beverage history, specifically what attendees like to eat and not eat. Ask the venue about their capabilities in your RFP so you know if they can and do provide options that meet different needs. Also, make sure to inquire about their staffing levels in both front- and back-of-house, since a lot of places are having trouble with staffing, which could impact safety protocols for serving.
Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!
Partner Voices
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. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. 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.
Comments
I thought we wouldn't see…
I thought we wouldn't see traditional buffets back for a while either, but I've already seen them offered for meetings and opened back up in some restaurants and hotels.
Add new comment