Insider | Winter 2021

INSIDER SOUTH CAROLINA RESTAURANT AND LODGING ASSOCIATION

WINTER 2021

Welcoming guests back for the holidays Promotions for holiday dining bookings starting earlier than usual this year ©2020 South Carolina Restaurant and Lodging Association. All rights reserved. Reproduction or quotation in whole or part without written permission is forbidden. While this newsletter is designed to provide accurate and authoritative information, the Association is not engaged in rendering legal or accounting services. If legal advice or other expert assistance is required, the services of a competent professional should be sought.

kitchen management tableside payments Integrated restaurant technology

in-person installation no-fee reservations

More than a better point-of-sale.

mobile-optimized reports

Get POS & a better way to run your restaurant. delivery management guest loyalty & marketing real-time revenue tracking 24/7 personal support 4G back-up connection online ordering more at spoton.com/scrla

We are quickly reaching the end of 2021, a year which began with many questions, but much hope, for recovery. Many factors, including vaccinations, pent up demand, and strong tourism product, contributed to South Carolina recovering more quickly than our neighbors in the Southeast, and in fact, much of the country.

But it is no secret we still face challenges: workforce development, supply chain challenges and the rising cost of doing business caused by both are front and center. We will continue to work with our local, state and national partners, in addition to identifying new resources and partners to address these issues.

As we look to the new year, a number of legislative priorities, some carry over and some new, will demand our attention and your active grassroots participation. These include ensuring that relief funds for the hospitality industry are replenished and equitably distributed, addressing alcohol laws across the board as well as dram shop reform and tort reform in general, supporting SC-PRT's budget request allowing them to continue their successful marketing of our state, leveling the playing field on short term rentals and ensuring taxes are not only collected but utilized as intended for sustaining and developing tourism, supporting COVID-19 vaccines and other health and safety initiatives for front line workers... and several more important issues including awareness of human trafficking, early school starts and recently introduced mandates.

We will hit the ground running in 2022 with the SCRLA Annual Meeting on January 17. Please also save the date and join us as we honor our 2022 Stars of the Industry at an awards gala on February 22 in Spartanburg. Hospitality Day will return to the Statehouse grounds on April 27, and our 2022 Marketing and Operations Conference is slated for October 9-11 at Wild Dunes. Watch for more announcements to come!

Always remember that this is YOUR association – please participate actively to ensure that your voice is heard, and please do not hesitate to contact us when we can be of service.

Best wishes for a Merry Christmas, and Happy Holidays to all!

Susan H. Cohen

President & CEO

WELCOME

Thank you to everyone for your warm welcome and assistance as I dove into the role of President and CEO! The decision to accept this opportunity was contingent on the knowledge that I was inheriting a great team and an engaged membership with which to work. I am so grateful for the friendship of John Durst over the years and thank him for generously giving of his time and advice as we made the transition. John’s leadership has been integral in establishing the association’s status as a trusted voice of the industry. I know all you will join me in wishing him all the best in a well-earned retirement!

MEET YOUR SCRLA TEAM & EXECUTIVE COMMITTEE The South Carolina Restaurant and Lodging Association provides superior value and effective communication by being the voice of the foodservice and lodging industry in government and public relations, educational programs, offering operational benefits, and creating opportunities for member involvement.

Susan Cohen

Bobby Williams

Douglas OFlaherty

Michael Frits

President & CEO scohen@scrla.org

Board Chairman Lizard's Thicket

Chief Operating Officer doug@scrla.org

Vice Chairman DoubleTree by Hilton Myrtle Beach Resort

Lenza Jolley

Sam Agee

Randi Sullivan

Bob Barenberg

Communications Manager lenza@scrla.org Membership & Business Development randi@scrla.org

AnnMarie McManus Meetings & Events Manager annmarie@scrla.org

Christal VanWickler

Bookkeeper/Education Coordinator christal@scrla.org

John Munro

AHLA Board Liason Sea Pines Resort

Treasurer Gateway Hospitality Immediate Past Chairman Hilton Hotel Corporation

Carl Sobocinski NRA Board Liason Table 301

Members Bill Ellen, Experience Columbia SC John Keener, Charleston Crab House Sean McLaughlin, Forest Lake Club

PO Box7577 Columbia, SC 29202 803.765.9000

Tony Tam, IMIC Hotels Heidi Vukov, Croissants Bakery & Bistro

℠

Impacted by COVID-19? Let our SC SBDC network of over 50 highly-trained professionals across the state help adapt your business to the current climate.

You can rely on us to provide: loan assistance strategic planning cash flow management sales & growth strategies marketing/social media strategies We offer no-fee individual, confidential business consulting; affordable educational workshops and access to useful business resources.

SC SBDC Clients Kim & Chet Newsome Owners of The Pompous Pig

Ask us. We can help. Visit SCSBDC.com

Table of Contents 8 11 13 15 17 20 22 30

2021 Marketing & Operations Conference Recap Why Cybercriminals Target Restaurants & How to Protect Yours

Promote good hygiene Customer Demand for Outdoorhabits Dining and a positive is on the Rise good hygiene restroomPromote experience Hubitality Program Launch Promote good hygiene habits and a positive Will holiday gatherings return for hotel habits and a positive Make sure your customers can thoroughly wash restroom experience F&B operations? their hands without restroom touching surfaces when they experience

visit your How Wyndham Uses Customer Datarestrooms. Our touchless Signature Make your customers thoroughly wash Series® dispensers andsure scheduled service can visits also to Put Guests First Make sure your customers can thoroughly wash

theiressential hands without touching surfaces make it easy to have restroom supplies in when they their your hands without touching surfacesSignature when they visit restrooms.

Our touchless Preparing Commercial HVAC Units stock — while non-textured bacteriostatic surfaces visit your restrooms.

Our touchless Signature ® Series dispensers and scheduled service visits also for Changing Seasons make cleaning easier and help minimize germs. service ® dispensers and scheduled visits also Series

Upcoming SCRLA Events

• • •

make it easy to have essential restroom supplies in stock — while non-textured bacteriostatic surfaces stock —orwhile non-textured bacteriostatic surfaces A choice of touchless manual dispensers make cleaning easier and help minimize germs. make cleaning easier and help minimize germs.

Weekly on-site ••service An array of colors to choose from An array of colors to choose from • A choice of touchless or manual dispensers • A choice of touchless or manual dispensers • Weekly on-site service • Weekly on-site service make easy to from have essential restroom supplies in An array of colors to itchoose

Fresh ideas for your business.

LEARN MORE LEARN MORE LEARN MORE Contact the Cintas National Service Team at Contact the Cintas National Contact the Cintas NationalService ServiceTeam Teamatat 800.795.7368 or NationalServiceTeam@cintas.com.

800.795.7368 or 800.795.7368 orNationalServiceTeam@cintas.com.

NationalServiceTeam@cintas.com.

PerformanceFoodservice.com (800) 800-6434

The U.S. Department of Labor announced its final rule that places limits on the amount of time tipped employees can work in non-tipped activities when the employer receives a tip credit. Employers can take a tip credit only when a tipped employee is performing tipproducing work, or when the tipped employee performs work that directly supports tip-producing work under the condition that the tipped worker does not spend a substantial amount of time performing tip-supporting work. Under the rule, a “substantial amount of time” is defined as more than 20% of the hours worked during the employee’s workweek or a continuous period of time that exceeds 30 minutes. Therefore, an employer cannot take a tip credit for any of the time an employee performs tip-supporting work that exceeds 20% of the workweek or for any of the time that exceeds a 30-minute period. The rule becomes effective December 28.

Economic Injury Disaster Loans Enhancements Restaurants and other eligible businesses can now apply for up to $2 million in economic injury disaster loans (EIDL) from the U.S. Small Business Administration. The COVID-19 EIDL program is designed to help small businesses access working capital with favorable repayment terms.

New improvements include: •

Enhanced loan amounts up to $2 million, allowing businesses to reapply for more funds.

•

Expanded use of funds, including pre-payment of commercial and/or credit card debt.

•

Improved eligibility rules for affiliated businesses that mirror the Paycheck Protection Program.

The SBA is authorized to make COVID EIDL loans through December 31, 2021, or when the funds are exhausted, whichever occurs sooner. You can apply for COVID EIDL loans through the SBA's website for free at sba.gov.

National Restaurant Association Launches Kids LiveWell2.0 The National Restaurant Association recently unveiled a major modernization of its Kids LiveWellSM initiative that makes it easier for caregivers and children to choose ‘better-for-you’ meals when dining out. The program, originally launched in 2011, is a successful industry solution to providing a wider range of menu options for families. This update brings the Kids LiveWell participation requirements in line with today’s nutrition science. Restaurant operators with qualifying meals and sides certified by Kids LiveWell are validated by an approved thirdparty registered dietitian. Menu items that are certified to meet the Kids LiveWell criteria will help caregivers increase a child’s consumption of fruits and vegetables, lean proteins, and low-fat dairy while limiting unhealthy fats, added sugars, and sodium.

Visit restaurant.org/manage-my-restaurant/food-nutrition/kidslivewell/operators for more information on how to get certified.

NATIONAL UPDATES

DOL Issues Final Rule on Limits for Tipped Employees

Event Spotlight

2021 Marketing & Operations Conference Thank you to everyone who joined usat Kiawah Island Golf Resort for our 2021 Marketing and Operations Conference. This event, presented by Sysco, was meant to bring together South Carolina’s most influential hospitality professionals and top-level executives in pursuit of best practices, business trends and unparalleled networking opportunities. Over the course of two days, we hosted 18 workshops with 40 different presenters and four keynote speakers.

As the voice of South Carolina’s hospitality industry, promoting, protecting and educating the foodservice and lodging industries of the state to ensure positive business growth for our members is an important mission for the SCRLA. We strive to represent the best interests of our members by providing educational programs and opportunities for member involvement.

Breakthru Beverage • Smith Travel Research (STR) • Global BioProtect • Dominion Energy Associated Posters, Inc. • Apprenticeship Carolina • IFBTA • InMarket Media Lamar Outdoor Advertising • Lowcountry Hospitality Association

Why Cybercriminals Target Restaurants + How to Protect Yours Running a restaurant today is a challenging undertaking.

Some challenges, like crowded and highly competitive markets and shifting consumer demands, have always been relevant to restaurant owners. Now, as restaurants embrace new technologies, there’s another threat to consider: cybercrime.

You should also segment your restaurant’s internet, using separate networks for customers and workstations.

You can go a step further by hosting your most sensitive systems, like cash registers, on a separate network from other work devices. This segmentation will minimize the number of entry points a hacker has into your systems.

Cybercriminals are a growing threat to virtually every industry. In 2020 alone, the FBI received 791,790 internet crime complaints, which is 300,000 more than the year prior. While most people may associate these incidents with industries like tech or banking, they affect everyone.

Install and Update Security Software You should also install security software like anti-malware solutions on all of your devices. According to one study, 42 percent of cybersecurity incidents in retail and hospitality this year have come from malware, more than any other category. Without reliable and robust security software in place, you won’t be able to detect and stop these malicious programs.

Why Restaurants Are Vulnerable to Cyberattacks Cybercriminals attack restaurants for the same reason they target companies in any other industry: money. You may handle hundreds or even thousands of customers’ credit cards every day, representing a significant payday for a successful cyberattack.

Cybercriminals once infected 1,025 Wendy’s point-of-sale systems to steal credit card data, resulting in a $3.4 million class-action lawsuit.

Many businesses fall short in their cybersecurity strategy because they install this software but don’t update it.

Cybercriminals frequently develop new ways to get past defenses, which cybersecurity professionals address by releasing regular patches. Enabling automatic updates will ensure you stay safe from these developing threats.

This applies to security software and device firmware.

Thanks to mobile ordering apps or loyalty programs, you may also have customers’ names, addresses, and other sensitive data. This is valuable information, and cybercriminals know they could hold it for ransom or sell it on the Dark Web. You may also use plenty of internet-connected devices like iPads or smartphones for taking orders. Having more devices on a network means attackers have more ways to access your data.

Educate Employees No matter how sophisticated your cybersecurity is, human error can still jeopardize it. Consequently, you should educate all employees about safe security practices like using strong passwords, not opening suspicious emails, and always logging out of devices. Be sure to hold regular refresher training to ensure no one forgets these best practices.

Finally, cybercriminals attack restaurants because they’re often easy targets. The shift to digital technologies is relatively new, so many restaurants don’t have any cybersecurity measures in place yet. It’s time for that to change.

Many cybercriminals infiltrate systems by sending messages disguised as officials, like food safety officers. If employees can spot these scams, they can avoid accidentally installing malware. The Federal Trade Commission has resources on how to recognize these phishing attacks you can use.

Best Cybersecurity Practices for Restaurants As troubling as this issue is, it’s not without a solution.

With just a few actions, you can significantly reduce the likelihood of a hacker stealing from you or your customers.

Here are three of the most crucial cybersecurity practices for restaurants.

Secure and Segment Your Wi-Fi One of the most common restaurant vulnerabilities is their Wi-Fi. On an open Wi-Fi network, hackers intercept connections so that users unintentionally send data to the hacker instead of directly to the hotspot. You can prevent this by password-protecting your network and turning on encryption on your router.

Restaurants Today Must Embrace Cybersecurity Cybercriminals are an attentive group. They know that restaurants are relying more heavily on digital technologies and are taking advantage of the situation. As these threats continue to grow, restaurants must learn to prevent cyberattacks. You don’t need to be a cybersecurity expert to stay safe. Follow these best practices and consult industry experts, and you’ll protect your business and your customers.

Article by Devin Partido Modern Restaurant Management

Our easy-to-use app empowers your restaurant staff to succeed.

Try it FREE for 6 months!

FEATURES & BENEFITS

Developed specifically for the restaurant industry, ServSafe Ops is a powerful tool that helps ensure operational efficiency, winning habits for your staff—and success for your business.

Messages & Nudges

News

Checklists & Tasks

Training

Send and receive messages and reminders for important tasks.

Convert daily, weekly, and monthly tasks into custom checklists to drive operating performance.

Issue Reporting

Report issues on-the-go, title and describe the issue, add an annotated picture, even select priority and category.

Share restaurant-specific news in real time to individuals or the entire staff.

Upload training videos and documents for staff to easily view.

Library

Keep all materials—such as training videos, rollout guides and pictures—in one easy-to-access place.

Now you are ready to get started! Feel empowered already? We feel it too!

Set up a meeting to get started on your customized solution.

Contact Jena@workmerk.com to get started

Customer Demand for Outdoor Dining Rose in Past Several Months With indoor capacity limited throughout much of the pandemic, the ability to offer outdoor dining is a lifeline for many restaurants. In a September 2021 survey fielded by the Association, 65% of restaurant operators said they offered on-premises outdoor dining in a space such as a patio, deck or sidewalk. That’s up from 57% in April 2021, and roughly on par with the 67% who reported similarly in September 2020.

customer demand for indoor on-premises dining in recent weeks, as a result of the increase in coronavirus cases due to the delta variant.

Seventy-two percent of fullservice operators say their restaurant offered on-premises outdoor dining in September, while 57% of limited-service operators offered on-premises outdoor seating in September.

This was more likely to occur in the fullservice segment, with 71% of operators that offer outdoor dining saying the delta variant led to an increase in customer demand for outdoor seating in recent weeks. Fifty-one percent of limited-service operators that offer outdoor dining reported similarly.

Outdoor dining represents a significant proportion of business for restaurants that offer it. Overall, 35% of operators that offer outdoor seating say it accounts for more than 40% of their average daily sales. Fifteen percent of operators say it represents more than 70% of their daily sales.

At the same time, 61% of operators that offer outdoor dining said their restaurant experienced an increase in customer demand for outdoor seating in recent weeks, as a result of the increase in coronavirus cases due to the delta variant.

Twenty-nine percent of limited-service operators that offer outdoor seating say it accounts for more than 40% of their average daily sales. Thirteen percent say it represents more than 70% of their daily sales.

Winter is coming As important as it has been for their survival during the pandemic, the outdoor dining season is winding down for a majority of restaurants. In the Association’s September 2021 survey, 54% of operators said their restaurant would only be able to continue offering outdoor seating for 1 or 2 more months, based on traditional weather patterns in their area.

Only 36% of operators said they plan to continue offering outdoor seating throughout the upcoming fall and winter.

Delta variant increased demand for outdoor dining The delta variant negatively impacted the restaurant industry in recent weeks, according to most restaurant operators. In a September 2021 survey fielded by the Association, 78% of operators said their restaurant experienced a decline in

Outdoor seating in the limited-service segment is more likely to be available for the entire year. Forty-two percent of limited-service operators said they plan to continue offering outdoor seating throughout the upcoming fall and winter. Only 30% of fullservice operators reported similarly.

HOSPITALITY DAY at the Statehouse WEDNESDAY, APRIL 27, 2021 • 10:00-2:00 Individual tickets are free for SCRLA members. SCRLA member properties receive up to 5 tickets.

Pre-registration is required for ALL tickets. Visit SCRLA.org for more information!

Spartanburg Area Chapter of the SCRLA Introduces "Hubitality" The Spartanburg Area Chapter of the South Carolina Restaurant and Lodging Association (SARLA) introduced Hubitality, an emergency assistance program for Spartanburg County hospitality employees, on November 8 at 1881 Event Hall.

Hubitality, a new community program modeled after the Giving Kitchen in Atlanta, will provide emergency assistance to hospitality industry employees in Spartanburg County in times of personal crisis. Donations to Hubitality will support grantees’ basic service needs, such as paying utility bills and/or rent. In addition to financial support, the program connects hospitality workers with appropriate government and community organizations that can provide the following services to those in need: employment, financial services, health and wellness, housing, legal, mental health, and substance abuse.

“Pinnacle Hospitality is excited to support such an amazing new fund right here in Spartanburg,” said Crystal Pace, Vice President of Sales and Marketing at Pinnacle Hospitality and Spartanburg Chapter board member.

“I am personally so proud to be involved in the launch of a fund and resource hub that really highlights what Spartanburg hospitality is all about—helping each member of our community thrive and feel supported. What a great way for each of us as a community to show that we all care deeply for one another.”

Hubitality will begin accepting applications and officially launch the program in early January 2022 with a public event to be held at the Spartanburg Marriott. To learn more about Hubitality and how you can donate or request assistance, please visit hubitality.org or scrla.org/donations.

SCRLA.org

15

Will holiday gatherings return for hotel F&B operations?

Christmas came early this year — or at least promotions for holiday dining bookings in hotels started earlier than usual, facing an uncertain season ahead.

Rising vaccine rates have helped bolster earlier bookings for some travelers, CNBC reported in September. And TravelPulse in October shared numbers from a recent Amadeus Rebuild Traveler Survey, which found that though 43% of respondents still are concerned about the risk of catching coronavirus while traveling — 73% are ready to roll. It’s a welcomed phenomenon for the hotels recovering from a drought in food-and-beverage revenues, after the ups and deep, deep downs experienced over the course of the pandemic.

but also to address labor pressures and supply chain challenges.

But for many hotel companies and properties, circling back after a very unusual year, it means figuring out what F&B planning for the holiday season looks like in 2021. And with a labor crisis hampering staffing and global supply chain issues sparking inflation, hotels are curtailing services and taking a cautious — and more nimble — approach.

Stirewalt at Mohonk also noted that food cost has increased, a fact that is at the top of the team’s planning, along with capacity restrictions. Accordingly, Mohonk has capped group sizes and spaced out seating, Stirewalt said.

Traditions a strong pull Early-2020 lockdowns around the country, and restrictions in travel and gatherings severely dampened holiday activity last year. But, as of mid-October, vaccination rates were up, and COVID cases and deaths were trending downward, Biden administration officials reported. The confidence the vaccine instills, coupled with the strong emotional pull of holiday traditions, is a favorable combination for the holiday dining business this year.

That is especially true at Mohonk Mountain House in New York’s Hudson Valley, a traditionally sought-after gathering spot for holiday revelers.

Mohonk decided to kick-start promotions earlier in 2021 than ever before in its 152 years —releasing its holiday campaign on July 6. As a result, guest reservations have increased by 60% compared to the past three years, including before the pandemic.

“Of course, Mohonk Mountain House is a holiday tradition for many people, so bringing guests back for the holidays or trying to inspire the thought of the holidays in the middle of the summer fit very well for us,” said Barbara Stirewalt, vice president and general manager at the resort. “And we did have an astounding response.”

Rethinking F&B planning But hotel F&B officials said they are tweaking their offerings this year, not only to accommodate still-skittish guests

Ron Wichowski, vice president of operations at Dimension Development, oversees 15 hotel properties in Florida, Washington, D.C., New York, and New Jersey. Because of the lingering pandemic, payroll expenses have gone up 20% in some markets, and cost of goods and services has gone up 10% to 15% — ”and that’s if you can even get the goods and services,” he said. “Everything is backed up.”

“Our labor model is stretched to the limit in food and beverage,” Stirewalt said. “It has been incredibly challenging.

Our ability to serve people and keep the guest experience high has led us to capacity constraints.

“It’s not just F&B labor, but also housekeeping and support service labor that we have been lacking,” she added. “We work with international programs and have looked at and revamped our compensation model. We have had positive changes, but as we come back, we are constrained in labor. During a holiday in the pre-COVID past, we could have serviced 1,200 guests. We’re now limiting ourselves to 400.

It’s very different.”

But increased labor costs are part of the current normal for Wichowski’s operations.

“One of the benefits we have in most of our hotels is that we pay well,” Wichowski said. “That helps us retain our associates, which makes it a little easier to be sure we will be able to service a client.”

Nimble service and booking timeframes Key to planning F&B offerings for more groups returning for banquets this holiday season is continuing to offer options in service, even if some options come at a higher cost.

Though reports continue to indicate travel is increasing, “there is still a lot of uncomfortableness, especially with groups that have older, senior travelers,” Wichowski said.

His company’s leadership was “aggressive” last year when Article continued on next page Reprinted from restaurant-hospitality.com

budgeting for this year, believing pent-up demand would increase business, but they “aren’t quite there yet,” he explained. “Things are starting to trickle in, and we’re having a lot more dialogue with clients as we get closer to the holiday months.”

Projecting F&B revenue, even in the short time frame of the coming holidays, is tough, Wichowski said.

“You have a lot of last-minute bookings, which we’ve seen all year. It’s things that are being booked two or three weeks out,” he said. “Larger parties obviously have to book a few months in advance, because a lot of the space is full already, but there will be a lot more demand for short-term, smaller bookings.”

At Mohonk, smaller corporate bookings and family reunions have been very strong and continue to be, said Stirewalt.

But the same capacity constraints that may reduce efficiencies in labor are a positive for some groups.

“We’re seeing that they are requesting private spaces,” Stirewalt said. “They don’t want to be in the large, iconic dining room. It gives us the opportunity to give them a more intimate service.”

Mohonk did use partitions for a while during the pandemic in its large dining room and still has them available if guests request them. But because the room is so large, they are able to space seating well, she added For Dimension properties, “friendlier” menu and service concepts utilized during the pandemic remain useful in this transitional period, Wichowski said.

“Maybe a client doesn’t want a plated dinner, because they want a little more variety, so we might elect to do stations or a buffet that is not self-served by the guest but served by an associate,” he said. “There is extra labor involved, but we explain that to the client, and they pick it up as a ‘station fee’ or ‘attendant fee.’ A lot of clients elect to go in that direction, so people aren’t handling the same tongs and utensils. At the same time, it elevates the service experience.”

Less tolerance for cancellations Last year, holiday bookings were vulnerable to last-minute changes as a result of COVID restrictions. This year, Wichowski’s hotels have returned to being less tolerant of last-minute cancellations.

“Some planners have reached out to us with questions about cancellations and how we will hold them accountable (for holiday bookings at the Boca Raton Marriott in Florida),” Wichowski said. “At this point, the state is open 100%, and there are no restrictions on meetings. So, we’ve implemented our full cancellation policy and held firm on that.”

All in all, holiday travel is coming back, but it won’t mean a return to pre-pandemic practices.

As a result of higher turnover and cutbacks, Wichowski expects to be working with more inexperienced employees, who will need more training.

“So, when you have that situation,” he said, “it’s not a cutand-paste from last year’s event. We have to be creative and flexible and get a good read for what the client wants and what they can afford — and make sure we don’t leave any money on the table either.”

Employer Grants Available to Start Hospitality Apprenticeship Programs Apprenticeship Carolina, under the leadership of Dr. Amy Firestone, was recently awarded $7.7 million in funding from the United States Department of Labor in State Apprenticeship Expansion, Equity, and Innovation (SAEEI) grant funds. These SAEEI grant funds will be used to provide much needed financial support to registered apprentices and pre-apprentices via tuition assistance for classes at the technical colleges and supportive service funding for registered apprentices.

In addition, employers wishing to utilize grant funding for registered apprenticeship programs with external training providers or using internal trainings may apply for and receive up to $3,000 per registered apprentice to support registered apprenticeship-required training, curricula development and/or tools and supplies.

This funding is designed to be flexible in nature to ensure equitable access to financial assistance for all registered apprentices.

Employer incentive funding and/or tuition assistance is the flexible solution to help offset the financial costs of a registered apprenticeship program that would otherwise be paid by the employer or the apprentice. In addition to tuition assistance, these funds can be used

to pay for any tools or supplies required by the employer or instructor to complete the registered apprenticeship program. And Apprenticeship Carolina’s contribution to an apprentices’ success doesn’t stop there. To ensure that registered apprentices have access to the tools and resources they need to succeed once they are in their registered apprenticeship program, the SAEEI grant includes significant investments in technologies like a mobile Apprenticeship app, a Job Board, and for employers an Employer Portal.

These technologies are expected to be rolled out in 2022 and will be made available to all employers and apprentices participating in registered apprenticeship programs at no charge.

To promote SAEEI grant funding, significant investment in statewide marketing and outreach will be done on a variety of platforms, from billboards to Hulu to Youtube and Facebook. These marketing and outreach efforts, coupled with the hiring of Apprenticeship Carolina’s first ever bilingual Registered Program Specialist, are all efforts being done to ensure that all Carolina Citizens have equitable access to registered apprenticeship programs.

Apprenticeship Carolina by the Numbers

SCRLA.org

19

How Wyndham Uses Customer Data to Put Guests First The onset of the pandemic accelerated digital transformation for travelers and brands alike. With travel disruption grounding even the most loyal brand advocates — particularly in the business travel sector — brands have had to rethink how they use data to acquire and retain customers.

"In the past, hotel loyalty programs were centered on two main data sources: frequent stays and in-person interactions,” said Jeanne Jones, vice president of community and customer marketing, at Amperity. “Today, it’s important to have the ability to create experiences in a digital format and track that among all the new platforms and touchpoints. If you’re not set up to organize that, you’re going to be left behind.”

Entering a new era of travel, the importance of proprietary, personalized, first-party data can’t be overstated. As a prime example of executing in this new environment, Wyndham Hotels & Resorts is leveraging its revamped customer data platform using Amperity to engage its loyal customers and build new relationships with similar, though perhaps less familiar, travelers.

Digital Data is Upending the Traditional Loyalty Model Data consistently shows that only about 40 percent of travelers

are in a loyalty program, and a recent Skift Research survey discovered that even fewer (32 percent) were in a hotel loyalty program. This means that well more than half of any given hotel’s customers are going to be left out of data sets that are exclusively focused on members. At face value, that gap is massive. Due to trends brought on by the pandemic — some of which may be fleeting, and some that may be here to stay — that gap is growing.

For example, at least at the moment, people are traveling less frequently than they may have in the past. However, when they are traveling, they’re planning bigger trips. According to 360 Market Reach, 40 percent of consumers said they expected their next vacation to have a higher price tag than what they would have tolerated in the past. Travelers ages 18 to 34 indicated they planned to spend up to 50 percent more on average.

Furthermore, given customer preferences and technology enhancements, contactless experiences are becoming more prevalent. While this is improving the guest experience in many ways, that means fewer face-to-face interactions.

“Every touchpoint is super crucial because you have less fre-

RELAX From sous chefs to CEOs, we bring you talented professionals to interview that meet your specifications.

Visit jonescraft.org/contact or call 865.300.4025 to get started today!

quent interaction, and the interactions are moving away from in-person to digital,” said Jones.

As experiences blend with the digital, contactless world, building a complete profile and picture of each individual traveler has become more complex. Therefore, the ability to gather behavioral information of loyalty and non-loyalty customers from booking data, point of sale data, third-party distribution systems like online travel agencies, and more, has become more critical as well.

“It’s very important to us to understand first-party data because it tells us who our guest truly is,” said Danielle Harvey, vice president, customer intelligence and media, at Wyndham Hotels & Resorts. “By bringing all of those disparate data points into a centralized place, we can understand the way they engage with us, when and why they stay with us, and pull all that together into a profile that better informs personalized marketing strategies.”

A Blueprint to Reimagine Customer Data Collection Wyndham has been on a digital transformation journey for the last several years, and like any successful effort, a meticulous, intelligent plan for a new customer data program met with a little bit of luck along the way.

Harvey noted that her team started implementation of a new customer data platform with Amperity in early 2020 just before the pandemic, and they were able to push through and launch in the middle of the year. This timing meant that they were ready to shift and personalize messages to customers even though everything was changing so fast due to Covid-19.

“Our program allowed us to pivot our marketing really quickly to where we were not trying to create demand, but shifting to where demand existed,” Harvey said. “We found out that a lot of our customers were still traveling and still comfortable doing so, and it became a matter of making sure we were top of mind when they were ready to do that.”

As a result, their approach to marketing became customer-led and audience-focused. By optimizing digital marketing with their first-party data, Wyndham saw up to a 60 percent improvement in conversion rate and up to a 35 percent reduction in media costs in a six-month period from January to June 2021.

“Digital transformation can sometimes feel very overwhelming.

Many people feel like they have to change everything they do and come up with brand new things,” Harvey added. “By using our data to better inform audience-led marketing strategies, we were able to improve our results in increments, testing and learning into more effective practices while delivering a better guest experience.”

Start With the Right Building Blocks While the outcomes of successful case studies like Wyndham’s make everything sound easy, there are a number of important choices to be made about data acquisition on the front end that have huge implications on the entire process.

“Part of any onboarding experience with a new customer involves looking at their data and taking inventory, and aligning first uses, such as whether it’s an analytics use case or a marketing use case,” said Jones. “Focus on bringing that data in and making it usable, then take an iterative approach to it so that you’re getting value out of it as quickly as possible.”

As travel brands collect and parse customer information provided directly to them, they can start to see an immediate impact on customer loyalty initiatives. With the ability to identify how customer behaviors are changing over time, how people are moving between segments, and how their habits may be shifting, technology is helping hospitality become even more personal.

“Travel is a human experience, and without the full view of the human, those interactions are going to be missing something,” Jones added.

Preparing Commercial HVAC Units for the Changing Seasons With the holiday season quickly approaching, hotels will soon be bustling with guests looking to visit family and friends. With increasing capacity levels, comfort is a high priority. Mechanical HVAC systems play a large part in creating memorable customer experiences, so it is vital for facility managers to ensure systems are ready for change.

as they should. Documenting these findings is important.

These inspections will highlight any glaring problems with the hotel’s HVAC unit and present proper ways to fix the issue.

HVAC units not only determine the temperature of a building but also play a factor in indoor air quality. Preventative measures, upgrades, and a maintenance plan will go a long way in ensuring commercial HVAC units are prepared for the changing season.

Maintaining IAQ Maintaining optimal IAQ inside a hotel is important for the guests’ comfort and health. If a hotel uses mechanical HVAC equipment, there are three areas to emphasize to improve IAQ: controlled ventilation, dehumidification, and filtration. Each area plays a major role in eliminating pathogens, decreasing organic growth, and providing clean air to hotel guests.

Simple Preventative Measures When it comes to maintenance, there are little things that can be done to optimize capability. Start with the basics.

Replacing filters in commercial HVAC units is one of the simplest and most effective actions that can ensure a system is running at optimal levels. This is a critical part of any maintenance schedule.

Controlled ventilation is critical for achieving targeted ventilation rates to pull appropriate outdoor air into interior spaces. The air located outdoors tends to be cleaner than the air inside. Mechanical HVAC units allow facility managers to control the ventilation rate to maximize the rate at which outside air is being brought indoors. This will leave hotel guests breathing much easier.

Building owners are moving toward more efficient filters to be part of their strategy to improve indoor air quality (IAQ) for guests. Naturally, the filters will capture more particles and contaminants, requiring replacement more often. Anything that interrupts proper airflow (like dirty filters) will cause HVAC units to work harder and may reduce energy efficiency in the process. Long-term neglect will put more strain on the unit and increase the chances of a breakdown or shorten the life of the equipment.

Often, neglected items on gas-fired heating equipment include checking and setting gas pressure, inspecting venting systems, and cleaning condensate lines.

HVAC equipment with dehumidification capabilities is key to handling the latent loads that can be associated with outdoor air. Relative humidity needs to be controlled to provide comfort and decrease organic growth within the hotel. It’s important to maintain a relative humidity level of 30 to 60 percent to reduce the chances of mold and other organic growth. Maintaining these levels will keep the air from feeling too sticky or too dry for guests.

It is important for facility managers to make sure the thermostat and other set points on the HVAC unit have been adjusted to accommodate the temperature change. If the thermostat is not properly set to account for the winter months, the heated space could become uncomfortable and potentially reduce efficiency. Using a smart thermostat is a great way to cut back on energy usage and will ensure settings will be adjusted automatically as the system learns the patterns.

Many of these steps can be guaranteed by scheduling regular inspections using checklists. Routine inspections and cleaning help managers make sure all mechanical and electrical components, belts, and coils are operating

SCRLA.org

Proper filtration is needed for occupied spaces because it pertains to the process of eliminating particles from the air that could be harmful or dangerous. With hotels increasing occupancy during the holiday season, it will be vital for HVAC filtration systems to be on point.

Develop a Maintenance Plan A combination of maintenance and proper temperature setpoints creates an environment that keeps HVAC systems operating at optimum levels. Without one of the two, maintaining a system that is efficient is less probable. Hotel managers need to create a maintenance plan to ensure leaders keep HVAC inspections a priority. A major breakdown would not only be costly, but it would decrease IAQ levels and the customer’s comfortability.

Maintaining the recommended maintenance schedule will enable the HVAC system to operate at peak levels and improve efficiency and cost savings.

23

After taking BEST's Inhospitable to Human Trafficking training, 97% of respondents said that it would impact the ability of hotel staff to identify sex trafficking incidents.

This 25-minute training meets all state requirements.

It is free to all SCRLA members and their staff.

To learn more, visit scrla.org/best_partnership.

The SCRLA recently welcomed AnnMarie McManus as the new meeting and events manager, succeeding Susan Walters who recently accepted a position with the South Carolina Convenience & Petroleum Marketers Association.

AnnMarie grew up in Blythewood and attended the University of South Carolina. In 2017, she graduated with her bachelor’s degree in Hospitality and Tourism Management.

AnnMarie has worked in numerous hospitality positions, ranging from country clubs to catering, event planning, and even working at the prestigious Masters Golf Tournament.

She is an avid golfer, so it's only fitting that she planned golf tournaments all across the state in her previous position with the Women’s South Carolina Golf Association. When AnnMarie’s not on the course, you can find her at the Carolina football games cheering on the Gamecocks. AnnMarie has a passion for the hospitality industry and helping the state of South Carolina grow to be the best it can be.

Please join us in welcoming AnnMarie to the SCRLA!

SCRLA Hosts SC ProStart Leadership Training in Columbia In late October, the SCRLA hosted 40 South Carolina ProStart Program instructors in Columbia for a twoday leadership training. During the training, we reviewed the rules and requirements for the upcoming SC ProStart Invitational and the National ProStart Invitational.

The instructors had the opportunity to tour the University of South Carolina's new culinary arts facility, and attend two sessions hosted by Robby Lybrand, Chef Instructor at UofSC's School of Hotel, Restaurant and Tourism Management College of Hospitality, Retail and Sport Management, and George Hendry, Director of UofSC's McCutchen House and senior lecturer. Chef Lybrand conducted a BBQ and Beer Demonstration, while Mr. Hendry conducted a Quick Breads Demonstration.

On October 22, the instructors headed over to 1626 @ the Main Course for the Teacher Recognition Dinner, where we recognized schools that achieved certifications for students in the 2020-2021 school year. During the year, 24 schools received a total of 946 certificates— 208 ServSafe Manager, 711 Food Handler and 27 NRAEF Certificates of Achievement.

The following schools had the highest in each category: •

33 ServSafe Manager Certifications J. Harley Bonds Career Center Instructors: Steven Musco & James Eaton

•

100 ServSafe Foodhandler Certifications (new this year) Clover High School Instructors: Steven Michaw and Rhonda Yommer

•

7 NRAEF Certifcates of Achievement Sumter Career & Technical Center Instructor: Kia Smith

On October 23, sessions were held at the Hilton Garden Inn in Columbia. LauraKate McAllister with the South Carolina Department of Agriculture's Marketing and Promotion Division presented on Working with Local Farmers and Local Produce. The second session, presented by Kimberly Bush of South Aiken High School, focused on ServSafe best practices and tips.

This year, we had 11 instructors take and pass the ServSafe Manager Exam.

SCRLA UPDATES

Meet SCRLA's New Meeting & Events Manager

You’re invited!

Sysco is committed to the success of our customers.

Sysco’s team of experts offer customers in-depth consultations that cover everything from understanding P&L Statements to developing new Menu Solutions.

Virtual Business Consultations

Culinary Consultations

Local Category Specialists

Join us for a unique virtual experience as we partner with you to help create new & exciting profit generating opportunities.

Sysco’s local chefs are available to test new menu items, sample new products, review current trends and more! Join us in our test kitchen today!

Specialists provide expert product guidance and are available to visit your location, meet virtually, or meet at our on-site kitchens.

Our goal is to create a profitable and supportive partnership between you and Sysco by reviewing your business goals regularly, assisting you with increasing your profitability, and creating new and exciting profit generating opportunities.

DRIVE TRAFFIC

INCREASE EFFICIENCY

GROW PROFITS

• Develop a Targeted Marketing Plan

• Provide Menu Analysis Solutions

• Utilize Menu Design & Engineering for a Profitable Menu

• Create a Social Media Strategy

• Food Cost Control / Portion Management

• Implement a Staff Training Program

• Implement or Update Back of the House Systems

• Putting your P&L to Work

• Food Cost Inflation Action Plan

• Menu Trend, Revenue Generating Ideas and New Product Suggestions

• Operate a Customer Loyalty Program • Consultations for off-premise dining solutions • Promote Your Business through Community Partnerships

• Provide Solutions around Inventory Management

• Culinary Menu Consulting

Contact your Sysco Sales Consultant to make your reservation today!

Payroll made easy.

Process Payroll with ease and confidence.

Easy to use You’ve got enough headaches. Heartland Payroll+HR makes things simple with a payroll solution that is straightforward and user friendly. You’ll be up and running in no time!

Support when you need it When you have questions, we have answers. You’ll also have a single point of contact so that you won’t have to explain your business every time you call.

24/7 Payroll access You can access your payroll and employee information online at any time and anywhere, along with a variety of helpful tools. Process payroll when you’re ready.

Local partner Meet with a local Heartland advisor who will listen to your needs and help you with a custom solution.

Fair, transparent pricing Heartland isn’t out to surprise you with unexpected fees and charges. Our pricing is competitive, simple, and reliable so that you always get the value you need.

Complete solution HR can be complex and confusing, but with the Heartland Info Center and Support Center, you can find forms and guidance to help you cut through the noise. And with on-demand advisors, you’re never left to struggle alone.

There’s lots of payroll processors out there, but your association chose Heartland for a reason.

Bobby Higdon robert.higdon@heartland.us 812-989-6044

heartland.us © 2021 Heartland Payment Systems, LLC

You take care of your community.

We help take care of you.

UnitedHealthcare offers exclusive members-only pricing and benefits, including: • Medical coverage • Dental and vision insurance • Disability, life and critical illness insurance

Contact your broker today or visit us at scrla.org/InsuranceCenter for more information.

Benefits and programs may not be available in all states or for all group sizes. Components subject to change.

These plans have exclusions and limitations. Contact your UnitedHealthcare broker or the company for more details.

Insurance coverage provided by or through UnitedHealthcare Insurance Company, UnitedHealthcare Insurance Company of Illinois or their affiliates. Administrative services provided

by United HealthCare Services, Inc. or their affiliates.

EI20266454.0 08/20 ©2020 United HealthCare Services, Inc.

READY TO BE THE BOSS? Finish up your college degree with us!

On your own time On your own terms Around your busy schedule Maria squeezes lectures in between shifts Charlie gets his discussion boards done while the kids are sleeping

Sue likes to get her homework done on the beach

Uof SC Palmetto College at USCB

Online Bachelor’s Program in Hospitality Management Take advantage of open enrollment, with new classes starting every 8 weeks We accept transfer credits from your previous Associate- and Bachelor-level coursework Contact Su Gibson, Assistant Director, USCB’s Center for Event Management & Hospitality Training at gibsonsl@uscb.edu

www.uscb.edu/academics/online_programs

Make plans to attend our Annual Meeting in January Join us for our Annual Meeting on January 17 at the Hilton Garden Inn in Columbia! The Annual Meeting is free and open to all SCRLA members who are in good standing. The meeting will be held from 2:00 to 4:00 p.m. Please RSVP at scrla.org/events as advanced registration is required.

Help make careers happen in hospitality During the upcoming Hotel, Motel, and Restaurant Supply Show of the Southeast, the SCRLA will host the 17th Annual Hospitality Education Silent Auction. Held January 25-27, the silent auction will benefit the South Carolina Restaurant and Lodging Education Foundation and help provide the necessary funds to assist hotel and restaurant workforce development programs and also create scholarships.

Your silent auction donation is tax-deductible, and helps fund college scholarships and sustain hospitality programs in our high schools. To learn more about hospitality education in South Carolina, please visit scrla.org/events.

Upcoming Events January 13-23 Restaurant Week South Carolina January 25-27 Hotel, Motel, Restaurant Supply Show of the Southeast February 21 Stars of the Industry Gala March 6-8 South Carolina ProStart Invitational

PROTECT YOUR ASSETS. PROTECT YOUR BRAND.

On any given day, Hitachi HiQ eSystems® is monitoring all of my business— from the cold side to the hot side... to everything that’s in my smoker at night... to everything that’s in my walk-in cooler all day and night.

— Robert Owens, Owner, Grand Champion BBQ

Custom alerts via text, voice or email Hot, cold and cool down temperature monitoring Extremely rugged smart sensor

wirelessiot.hitachi-hightech.com

The South Carolina Restaurant and Lodging Association presents the 69th Annual

O

INDUSTRY Nominate your stars today at SCRLA.org

The SCRLA is seeking nominations for the 69th Annual Stars of South Carolina Hospitality Awards, honoring the best of the best in the state’s hospitality industry.

The Stars of South Carolina Hospitality Industry Awards celebrate the exceptional professionalism and outstanding service of top individuals in the hospitality industry. These individuals go above and beyond to contribute to the positive image of the hospitality industry while also being confronted with supply and labor shortages.

February 21, 2022 1881 Event Hall ∞ Spartanburg

PRSRT STD US POSTAGE PAID COLUMBIA, SC PERMIT 168

PO Box 7577, Columbia, SC 29202

STILL WITH YOU.

SERVING NEW SOLUTIONS.