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Experiences that Shaped Approach to Catering
Having sold, detailed, and executed events has given me a 360° view of the catering process. It’s taught me how to present a product in a way that benefits the client, the sales team, and operations. I can anticipate what the client hopes to achieve and confidently show them right from the start how we’ll exceed those expectations.
Working across such a range of events, I’ve learned that everyone—from brides to corporate planners—wants a personal connection. Sometimes, that means picking up the phone instead of sending another email, or taking a moment to stand by their side even when there’s a long to-do list. How you achieve that connection shifts by event type: social clients often need more guidance, while corporate teams value a shared vocabulary and efficiency.
Being on the banquet floor has shown me what really works— how a bar or bat mitzvah flows, how to get dessert and coffee out before a gala auction, or how to plan for a president who is known to run over in his meetings. Just as importantly, it reveals the most stressful moments for clients. On the sales side, I use that knowledge to mitigate stress from the first pitch—whether it’s suggesting extra set-up time or planning around travel from a ceremony site.
Strategies for Selecting Spaces for Events
The first step is setting aside preconceived ideas. I walk the space as a client would - noting its strongest features, what sets it apart, and what might give someone a pause. Then I switch to operations mode—how do we maximize the positives and solve potential concerns before they’re even raised? Pricing starts with understanding both—the property’s market position and the competition. From there, as the perceived value grows, so does the opportunity to elevate pricing and financial return.
Building Relationship with the Crew
Relationships built on long nights together create a certain ‘esprit de corps’ you can’t get from sales alone. It’s not ‘being in the trenches’ so much as sharing the joy of what we do and developing a mutual respect. These partners also provide invaluable insights because they see diverse venues and clients. Referrals become a powerful asset, too. Even if the property is new and the relationships aren’t, we’ve already proven what we can deliver together.
Balancing Creativity and Costs
When presenting an iconic brand famed for a luxe-light vibe that is still relatively new to this market, creativity is key. Whether its menu, presentation, or the zeitgeist of the experience, we have to create a buzz and not just because we’re new. From the cost side, a huge investment has already been made. Thinking about Virgin Hotels NYC, this amazing building very much reflects the Virgin brand. We have a glass conservatory for ceremonies and other events, and a breathtaking ballroom with 30 feet windows and incredible views. Any additional resources must directly support flawless execution. Creativity gets people in the door, but consistency keeps them coming back and proves ROI. That balance is how you build long-term success.
Advice for Industry Newcomers
My advice is—don’t jump right into sales, even if it may appeal to you as the most enticing aspect. Learn what works and what doesn’t, and the best way to do that is by detailing and running events. Maybe do a stint on the corporate event side, or work with a social planner. Or, take on an operations job for a year or two in exchange for the opportunity to shift roles later on (something I’ve done myself!). In this industry, we interact with various people and iconic institutions. It’s important to understand where your clients are coming from, as well as taking advantage of this amazing city we get to call home. Finally, have other interests; work the quiet side of your brain, too. It can be cycling, cooking, or something. For me, it’s writing and being with my dog.
