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WELCOME TO THE 2020 NEW YEAR ISSUE OF SEATED! WE’RE IN THE LAST FEW MONTHS OF 2019, WHICH HAS BEEN AN EXCITING YEAR FOR ALL OF US AT TRIPLESEAT. THIS YEAR WE WERE NAMED TO THE LISTS OF BOSTON BUSINESS JOURNAL’S BEST PLACES TO WORK, INC. MAGAZINE’S BEST PLACES TO WORK, BOSTON GLOBE TOP PLACES TO WORK, AND BOSTINNO’S COOLEST COMPANIES. WE ALSO WON THE STEVIE AWARDS HOSPITALITY + LEISURE COMPANY OF THE YEAR AND THE STEVIE AWARDS FOR GREAT EMPLOYERS, DELOITTE FAST 500, INC. 5000, THE SAAS AWARDS BEST SAAS PRODUCTS FOR CATERING OR HOSPITALITY CATEGORY, AND THE APPEALIE SAAS CUSTOMER SUCCESS AWARD. WE ALSO GREW OUR COMPANY BY WELCOMING 25 NEW EMPLOYEES (AND A COUPLE OF NEW OFFICE DOGS) AND MOVING FROM A 6,000 SQUARE FOOT OFFICE TO ONE THAT’S 16,000 SQUARE FEET JUST WEST OF BOSTON IN CONCORD, MASS. AND, MOST IMPORTANT OF ALL, WE WELCOMED MORE THAN 2000 NEW CUSTOMERS TO THE TRIPLESEAT FAMILY. THIS ISSUE OF SEATED FEATURES SOME OF OUR CUSTOMERS WHO ARE PUTTING A CONTEMPORARY SPIN ON MIDCENTURY MODERN DESIGN, A SPOTLIGHT ON THE BETSY HOTEL IN MIAMI, 5 QUESTIONS WITH MONDAY NIGHT BREWING IN ATLANTA, AND A LOOK INSIDE FOUR HOTELS THAT ARE THINKING BEYOND THE SUITE WHEN IT COMES TO MAXIMIZING THEIR GROUP BOOKINGS BUSINESS. YOU’LL ALSO SEE THE RESULTS OF OUR FIRST EVENT PROFESSIONALS CAREER SURVEY, WHICH PROVIDES MORE INDUSTRY INSIGHT ON EVENT PROFESSIONALS’ BACKGROUNDS, CAREER ACHIEVEMENTS, SALARY, AND WORK HABITS. YOU’LL FIND ADDITIONAL ARTICLES IN THIS ISSUE ON MARKETING TIPS, SALES ADVICE, CAREER PLANNING, AND MORE. ENJOY THIS ISSUE OF SEATED AND GET READY FOR MORE GOOD THINGS TO COME IN 2020!

JONATHAN MORSE CEO, TRIPLESEAT


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EDITORIAL TEAM JONATHAN MORSE LATHA YOUNGREN MATTHEW POLLOCK AZURE COLLIER KATE KENNEDY NICOLE CATATAO RACHEL CALKINS

PUBLISHER EDITOR-IN-CHIEF CREATIVE DIRECTOR EXECUTIVE EDITOR MANAGING EDITOR PRODUCTION MANAGER ASSOCIATE EDITOR

SPECIAL THANKS SOPHIE, ALANNA, ANDREW, MILEY, SOREN (JUST BECAUSE), WHOLE FOODS DELIVERY, PIMP MY NOODLES BY KATHY KORDALIS, OAT MILK, BYOB PHO, CARLY AT PFL, AND THE ENTIRE TRIPLESEAT FAMILY CONTACTS Tripleseat HQ 300 Baker Ave, Suite 205 Concord, MA 01742 978.614.0490 info@tripleseat.com tripleseat.com tripleseat.com/venues venueblog.tripleseat.com Cover Illustration by Sophie Morse

Seated | The 2020 New Year Issue

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contents

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VOL. 04 | THE 2020 NEW YEAR ISSUE

12 TREND REPORT: 2020 PREDICTIONS: TRENDS THAT WILL RULE THE INDUSTRY NEXT YEAR

16 TRIPLESEAT IN THE NEWS:

BRIEFINGS

WE'RE BLASTING OFF!

18 TRIPLESEAT ON THE ROAD: PARTY PEOPLE NATION

22 WHAT’S IN YOUR BAG? WITH CHARLEE WILLIAMSON

26 EVENT PROFESSIONALS' PERSPECTIVE SURVEY STATS FROM EVENT MANAGERS NATIONWIDE

30 FIVE QUESTIONS WITH MONDAY NIGHT BREWING

36 SALES 101: BACK TO BASICS GET PLANNERS TO NOTICE YOUR VENUE AND KEEP THEM COMING BACK

F E AT U R E S

contents

seated magazine

40 SOUTH BEACH BOUTIQUE THE BETSY HOTEL: AN ART DECO GEM ALONG MIAMI’S SOUTH BEACH

48 MIDCENTURY CONTEMPORARY VENUES BRINGING VINTAGE LOOKS INTO A NEW DECADE IN 2020

66 BEYOND THE SUITE A LOOK INSIDE FOUR EVENT-CENTRIC HOTELS

76 THE 2020 EVENT PRO'S TOOLKIT: STATS + TIPS 2020 MARKETING PLAN + ESSENTIAL STEPS TO CAREER ADVANCEMENT


BRIEFINGS

Seated | The 2020 New Year Issue

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TREND REPORT IF THERE’S ONE THING THAT STANDS THE TEST OF TIME WHEN TALKING ABOUT THE EVENTS INDUSTRY, IT’S THAT WHAT’S “IN” ONE DAY COULD VERY WELL BE “OUT” THE NEXT. WHEN YOU WORK IN A BUSINESS THAT’S ALL ABOUT PLEASING YOUR GUESTS, IT’S IMPORTANT TO STAY ON TOP OF THESE EVER-CHANGING TRENDS. Anticipating the next big thing can be difficult, especially when you work in such a demanding field. Don’t waste your time stressing about what’s going to be hot in 2020 because we’ve got you covered. I present to you my prediction of four trends that will rule the hospitality and events industry in the new year.

KATE KENNEDY


TREND REPORT

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Seated | The 2020 New Year Issue

Unique spaces

CBD

In 2019, we saw event planners scrambling to create

Anxiety? Pain? Stress? I mean who hasn’t suffered from

unique experiences for their guests. In 2020, it’s all about

one, if not, all of these ailments? Enter Cannabidiol (CBD),

unique spaces. If your venue already has a unique feel to

the non-psychoactive compound found in the cannabis

it, then check this trend off of your to-do list and continue

plant. This THC-free derivative is turning up everywhere

on. But for those of you that are working with bare bones,

from infused seltzer waters at your local grocer to sat-

it’s time to dust off your inner Picasso and show off your

urated cocktails at your neighborhood bistro. The CBD

artistic abilities. You don’t need to do an entire revamp of

trend is not only gaining momentum, it’s blowing up.

your private event spaces; instead, think of some innovative ways to transform them on the fly. For example,

But don’t hit send on that bulk CBD order just yet. This

decorate with greenery and string up patio lights to bring

trend does have its limitations. First is simply the science

the outdoors into your space. Take photos of your newly

of it. Most CBD is ingested in oil form, and in order for the

revitalized space and post them to all of your social chan-

oil to have its calming effect, you have to place it under

nels and your website. Or go a step further and create a

your tongue and allow it to dissolve. Certainly not an easy

virtual 360-degree tour of your venue and add it to your

feat when you’re trying to mix it with water, alcohol or

website. The leads will fill up your inbox in no time.

really any other liquid. Another roadblock is the legality of it. Although you can purchase CBD oil off the Internet or from your local mall and corner store, the legal lines of serving it in your restaurant or at your event are blurred in most states. Also, CBD isn’t cheap so you want to ensure you’ve done your homework and checked off all of the regulatory boxes first. My advice: Do your research. And if for some reason it’s not feasible in your city just yet, don’t stress. Adopting this trend in your home for personal use is just as beneficial and can really alleviate some of that event planner tension.


BRIEFINGS

Seated | The 2020 New Year Issue

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Sustainability upgrades

Technology updates

I know, I know. You’ve heard it time and time again,

The use of technology at events and in hotels and restau-

sustainability is the trend to watch out for. But can we

rants is not a new concept; Tripleseat knows that better

even still call it a trend if it’s been ongoing for over a year

than anyone. But technology in hospitality now means

now? I’d love to answer no to that question and say it’s

so much more than just front of house POS systems and

no longer a trend movement but instead a normal way

back of house event management software, although

of life, however that just isn’t true … yet. I’m not going to

those innovations are still important.

bore you with a long explanation about what sustainability is; we’ve been there and done that. What I will speak

2020 will be all about reimagining technology in hospital-

on is the shift this trend is taking in 2020.

ity. Human interaction is still king in our industry, so finding the right balance of technology and person-to-per-

Environmentally-focused individuals will soon be looking

son connections will be key. For hotels, this means

for venues with things like LEED certifications, energy

upping your in-room media options or implementing

efficiency, and out-of-the-box answers to minimizing

keyless doors that open using a guest’s phone. For large

their carbon footprints. We’ve gone beyond the days

scale events, projection mapping will be at the forefront

where clients simply wanted to see paper straws (or no

of trendy technology. And for all you restaurant and bar

straws at all) in place of plastic, and farm-to-table fare.

event professionals, the next step will be, if you haven’t al-

Stepping up your sustainability game will surely be worth

ready, integrating your event management software with

it. The environment’s issues are real and tangible and its

an online payment option or making use of tabletop and

crusaders are not going anywhere. Taking a sustainable

hand-held payment systems.

stand shouldn’t upset your regular clients, but it will certainly garner new ones.

Event technology is still an expensive luxury, one that many hospitality professionals view as out of their monetary reach. If you’re not there yet, hold tight, I believe that in 2020 and beyond, event technology will become more affordable as the desire and necessity grow.


TREND TREND REPORT REPORT

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Seated | The 2020 New Year Issue

Embrace something new next year Our takeaway? In this fast-paced industry and ever-changing world, adopting flaky trends can ruin your events business. But I feel confident that these trends for 2020 will only continue to gain popularity. Every venue is unique and you’ll have your own set of needs as well as roadblocks. If you’re interested in adopting any of these trends, start small, experiment, and continue to move forward. You know what will work best for your venue or events business. Pay attention to what fits your brand and your customers’ needs and you’ll be sure to succeed.


BRIEFINGS

Seated | The 2020 New Year Issue

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Tripleseat in the News

Making Private Events Profitable Restaurant Hospitality, June 19, 2019 Tripleseat CEO Jonathan Morse was quoted in an article about how restaurants are streamlining and elevating their events business.

New Source of Big Profits for Your Restaurant

“Jonathan Morse, the founder and CEO of Tripleseat, has watched

Restaurant Rockstars Podcast, March 21, 2019

body is looking for, which is a unique space first and foremost,’

the space grow. Tripleseat users are ‘all looking for what everyhe said.

Tripleseat CEO Jonathan Morse was interviewed by Restaurant Rockstars host Roger Beaudoin about our event management

And they're willing to pay for them. ‘When we started tracking the

product, lead generation, events, and other restaurant indus-

average event in 2009, it was $2,500. It has grown in the last 10

try topics.

years to $4,500/$5,000 in 2018/2019,’ Morse wrote in an email.”

Tripleseat Named One of Boston Business Journal’s Best Places to Work Boston Business Journal, April 11, 2019 Tripleseat was one of 79 companies in the Greater Boston area to be honored as one of the Boston Business Journal’s 2019 Best Places to Work. Tripleseat was listed in the small businesses category. Winners were selected based on a series of comprehensive workplace questions related to the critical themes of corporate culture like communication and resources, individual needs, manager effectiveness, personal engagement, team dynamics,

Schiro cited Tripleseat as a technology that has helped her save time. “They customize it for your business—it’s amazing,” she said. “I wish I had tried it sooner.”

and trust in leadership. Employee responses ultimately determined the rankings of the best companies in each category.

This Company's CEO Intentionally Asks Interviewees If They Like Cats or Dogs — and There Is a Right Answer Inc., May 16, 2019 Tripleseat was spotlighted as one of the Best Workplaces for 2019 in this article by Inc. magazine:

2019 Inc. 5000: The Most Successful Companies in America Inc., Aug. 14, 2019 Inc. magazine revealed that Tripleseat is No. 1704 on its annual Inc. 5000, the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most

"Dogs or cats?" Tripleseat CEO Jonathan Morse likes to ask job

dynamic segment—its independent small businesses. Microsoft,

candidates. If they say cats, he says, "they're not paying attention."

Dell, Domino’s Pizza, Pandora, Tim`berland, LinkedIn, Yelp, Zillow,

That's because half a dozen canines roam the company's Concord,

and many other well-known names gained their first national

Massachusetts, office on any given day. But maybe a candidate

exposure as honorees on the Inc. 5000.

who admits a preference for cats then goes to the defense of felines. "We like that," he says.

Not only have the companies on the 2019 Inc. 5000 been very competitive within their markets, but the list as a whole shows

The article also describes the history of Tripleseat and the company

staggering growth compared with prior lists. The 2019 Inc. 5000

culture. “Today, Tripleseat has more than 5,000 clients — primarily

achieved an astounding three-year average growth of 454 percent,

restaurants and hotels — in 20 countries. In addition to being

and a median rate of 157 percent. The Inc. 5000's aggregate

doggy, the company hosts in-office wine socials on Wednesdays

revenue was $237.7 billion in 2018, accounting for 1,216,308 jobs

and lets all employees work from home on Fridays. Once a month,

over the past three years.

one of the many former-bartender staffers teaches a course on specialty cocktails at Tripleseat's fully stocked bar. The company brings in catered lunch each day, often from a client eatery.”


IN THE NEWS

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Tripleseat, the leading web-based sales and event management

The Stevie Awards, Sept. 24, 2019

platform, was named the winner of the Bronze Stevie Award in the category of Company of the Year, winning for Hospitality & Leisure - Medium-size, in the The 16th Annual International Business Awards. The International Business Awards are the world's premier business awards program. All individuals and organizations worldwide — public and private, for-profit and non-profit, large and small —

Tripleseat, the leading web-based sales and event management platform, has won a Bronze Stevie Award in the fourth annual Stevie Awards for Great Employers. The Stevie Awards for Great Employers recognize the world’s best employers and human resources professionals, teams, achievements, and HR-related products and suppliers who help to create and drive great places to work.

are eligible to submit nominations. The 2019 IBAs received entries from organizations in 74 nations and territories.

More Than 300 Restaurants Switched to Tripleseat in 2019 Hospitality Technology, Aug. 22, 2019 Tripleseat’s growth was highlighted in this Hospitality Technology post. More than 300 restaurants made the switch in 2019 to

“Tripleseat was named the winner in the 2019 SaaS Awards Program in the Best SaaS Products for Catering or Hospitality category.”

Tripleseat’s sales and event management platform. Currently, Tripleseat works with 63,000 event sales managers in more than 5,000 restaurants, hotels, and unique venues across the nation. As a leader in new features development, Tripleseat

tool, as well as the first to build email features into its app and

Tripleseat Announces Win for SaaS Customer Success Category in 2019 APPEALIE SaaS Awards

provide customers with the ability to capture leads via their

APPEALIE, Sept. 26, 2019

is the first platform to integrate online payments, e-signatures and reporting into its web-based sales and event management

website or social channels.

How A Solo Event Planner Trampolined to $1 Million in Revenue Forbes, Aug. 31, 2019 New York City event planner Alicia Schiro was profiled in this article about how she built her business, Aced It Events. Schiro cited Tripleseat as a technology that has helped her save time.

Tripleseat, the leading web-based sales and event management platform for hotels, restaurants, and unique venues, today announced that it has won the SaaS Customer Success Award. All winners are judged by the APPEALIE award council for cloud companies that excite, delight and get the job done. Categories for the 2019 awards program include the SaaS Customer Success Leader, SaaS Marketing Leader, SaaS Investor of Choice and Overall SaaS Award winners. The winners for the Customer Success in SaaS were judged by customer success experts, and entrants’ submitted documentation for their best customer success stories and outcomes.

“They customize it for your business—it’s amazing,” she said. “I wish I had tried it sooner.”

SaaS Award Winners Announced The Cloud Awards/The SaaS Awards, Sept. 3, 2019 Tripleseat was named the winner in the 2019 SaaS Awards Program in the Best SaaS Products for Catering or Hospitality category. The Software-as-a-Service Awards celebrate excellence in cloudbased software solutions, accepting entries from across the world, including the US, Canada, Australasia, UK and EMEA.

That and much more exciting news to catch up on at tripleseat.com/press

Seated | The 2020 New Year Issue

Stevie Awards, Aug. 19, 2019

Tripleseat Honored as Bronze Stevie Award Winner in 2019 Stevie Awards for Great Employers

Tripleseat Wins in Company of the Year Category in Stevie Awards


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TRIPLESEAT ON THE ROAD

You’re already aware of the benefits Tripleseat’s software has on your events business, but are you a member of our online community of event professionals? Imagine a place where you can comfortably ask those difficult questions only other industry insiders would understand. A place where you can share your knowledge and vent your concerns or even air your dirty event laundry without judgment. Tripleseat Party People is all that and so much more. It’s an online support group of industry professionals who are bound together with one common cause — to make this crazy, exciting, go-go-go career path a little more fun and rewarding. P.S. you can earn Party People points from helping out your event comrades and you can turn these points in for rewards like gift cards and swag. What’s better than that? But wait there’s more! Every month the Tripleseat team heads out on the road to take our Party People out on the town. You can mix and mingle with your fellow event professionals and ask those hard questions in person while enjoying cocktails and appetizers on Tripleseat. Check out our events page regularly at tripleseat.com/events to find out if we’re coming to your city next. If you’re not already a Party People member, sign up online at tripleseat.com/partypeople. For more information on this and all of our other customer perks, contact Customer Marketing Manager, Kate Kennedy, at katek@tripleseat.com. Here’s a look at recent Party People events!


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This is your year to sparkle


Seated | The 2020 New Year Issue 22

BRIEFINGS


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What’s in Your Bag? KATE KENNEDY

WHO: Charlee Williamson, Executive Vice President for Ralph Brennan Restaurant Group. Williamson leads company marketing, sales, technology, analytics, and West Coast operations for six independent restaurants and a catering company. Ralph Brennan Restaurant Group includes Brennan’s, Red Fish Grill, Napoleon House, Ralph’s on the Park, Cafe NOMA, Ralph Brennan Catering & Events in New Orleans, and Ralph Brennan’s Jazz Kitchen in Downtown Disney District at the Disneyland Resort in Anaheim, Calif. A 25-year veteran of the restaurant industry, Williamson has been instrumental in building private event sales teams and delivering the company’s mission of making people happy and enjoying the thrill of doing so. A self-described “marketing technologist,” Williamson oversees technology initiatives by adopting digital solutions like Tripleseat that drive revenue, engagement, and operational efficiencies to improve each restaurant’s financial position and conceptual offerings. Williamson began her foodservice career at TCBY Yogurt and is a lifelong resident of New Orleans. She earned an advertising degree from the University of Texas at Austin and an MBA from Tulane University. She is a married mom of 9-year-old twin daughters, and when she’s not at work, she can be found at the soccer field or Pilates studio. Williamson is secretary of the board of trustees at her children’s school and sits on the Entrepreneurial Hospitality Advisory Board at Tulane’s Freeman School of Business.

Seated | The 2020 New Year Issue

Event Pros Tell Seated:


Seated | The 2020 New Year Issue

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THE BAG: Stella McCartney midnight blue Falabella chain-stitched tote bag

THE ESSENTIALS: 8Greens: I start my busy day with an energy boost from 8Greens, a tablet made from dehydrated greens (spinach, kale, and organic blue green algae, spirulina, chlorella, barley grass, and Aloe vera), and vitamins. At just 10 calories, there’s always opportunity later to indulge in dessert (or champagne). Isle Jacobsen Tulip Shoes: Comfort is queen when moving on foot between Ralph Brennan’s three French Quarter restaurants. These Denmark-made flexible, athletic rubber sole shoes feel like slippers and can be dressed up or down. Aesop Resurrection Rinse-Free Hand Balm: I discovered Aesop personal care products a decade ago as in-room amenities at the Park Hyatt Hotel in Tokyo and have been a fan ever since. The feel of the hand balm is luxurious and the scent is intoxicating. Anker PowerCore Fusion Power Delivery: The Anker combined portable battery and wall charger is essential on days when I need to last longer than my phone. This Anker dual device rapidly charges my computer and mobile devices with or without outlet access; an occupational hazard!

SmartSweets: I often eat at odd hours — it’s the nature of a job where you work while others play. For snack attacks, Sour Blast Buddies and Sweet Fish from SmartSweets are always in my bag. Free from artificial colors and sweeteners, they are plant-based, high fiber, low sugar, and refreshingly delicious!


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WHATS IN YOUR BAG

Seated | The 2020 New Year Issue


BRIEFINGS

Seated | The 2020 New Year Issue

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The Event Professional's Career Survey WHAT WE FOUND OUT ABOUT THE EVENT PLANNING INDUSTRY

Experience and skills Most of our customers are event planning veterans, with more than half of them reporting five to 10-plus years of experience. 35 percent of those surveyed have between one and five years of experience. Event professionals also show a love and loyalty for their venues, with 68 percent of respondents having worked for one to three different locations. Almost a quarter say they’ve been with three to five venues, and 9 percent have worked for more than five.

AZURE COLLIER 27.5% 27%

Event professionals work long hours, endure crazy schedules, and go above and beyond to make sure that every one of their clients’ events are a success. But are they being compensated fairly for all of the time and effort they put in? What can they do to enhance their skills and move up in their career? And are they following the right trends and standards when they plan their events?

10% 35.5%

How long have you worked as an event professional? Less than one year 1-5 years

We set out to find the answers to these questions and more by asking Tripleseat users to fill out an event professionals career survey. And — thanks to more than 200 of our customers — we now know more about event professionals’ backgrounds, career achievements, salary, and work habits. Let’s take a look at the results:

5-10 years 10+ years

27.5% 9%

68%

How many companies have you worked for? 1-3 3-5 5-10 years


EVENT PROS PERSPECTIVE

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Event Planning

When it comes to the title of an event professionals job, things got tricky. We received 62 different responses, which includes the nine common job titles we included in this multiple choice question. The top five most popular titles include

Let’s take a look at how the work gets done. Many of these venues get a lot accomplished with a small staff. Most event professionals (80.5 percent) say that their team operates with one to five people. 10 percent are lucky to have a large staff of 10 or more people, and 9.5 percent report having teams of five to 10 people.

1. Event Sales Manager

You already knew this, but it takes event professionals a lot of multitasking to arrange all of the large and small details that go into each event, and with all of those work hours done by mostly small event teams, it makes sense to find out that events aren’t cheap.

2. Event Coordinator 3. Event Manager 4. Event Director 5. Sales Manager Now it’s time for the topic that most of you have been dying to learn about: Salary. Almost a third of event professionals report making between $40,000 to $70,000. Here are the top five salaries:

How many events do you work on per week? 1-5 5-10

1. $60,000 to $70,000 (20.8 percent)

10-15

2. $50,000 to $60,000 (15.3 percent)

15-20

3. $40,000 to $50,000 (14.9 percent) 4. $70,000 to $80,000 (11.9 percent)

20+

15%

10.5% 30.5%

5. $30,000 to $40,000 (9.9 percent)

12%

9%

9.5%

34.5%

7%

How many people do you have on your team? Just yourself

11% 21%

1-5 9.5%

5-10

10% 15%

10+

10%

44%

15%

36.5%

What's your current salary (including any commission?) $30K-$40K

What's the average cost of an event at your venue?

$40K-$50K

$1K-$3K

$50K-$60K

$3K-$5K

$60K-$70K

$5K-$10K

$70K-$80K

$10K-$15K

$80K-$90K

$15K+

22.5%

9% 8%

24%

$90K-$100K $100K+

36.5%

Seated | The 2020 New Year Issue

Job Description and Salary


BRIEFINGS

Seated | The 2020 New Year Issue

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Trends Food, beverage, and decor event trends are always evolving. But at a certain point, the trends that are popular on Pinterest and wedding blogs become event professionals’ biggest nightmares. Our customers shared their current favorite event trends as well as the event trends they can’t stand.

What’s in: Meatless menu items Interactive food and beverage stations

Plan your next steps Knowing your peers’ salaries, experience levels, work habits, desired tools, and trend preferences will be helpful when looking at your own career path in 2020.

Signature cocktails Brunch for dinner Late-night snacks Low alcohol by volume (ABV) drinks Food trucks at weddings Living walls Pop-up events Yappy hours (guests + dogs) What’s out: Barn weddings Mason jars Social media influencer events Flower walls The Great Gatsby theme Gender reveal parties Traditional Cocktail Hours The “ghost chair” Burlap Buffet service

The beginning of the new year can be a time for you to use this information and decide if you are comfortable with the work you do, your salary, your benefits, and the resources you need to create the best events possible for your venue. Don’t take everything on at once. Consider presenting this information to your supervisor and discuss your venue’s goals for 2020. Then, decide what’s realistic to add or improve to your events program and team members’ career plans and come up with a timeline for implementation. Your venue’s situation may fluctuate throughout the year, so schedule recurring meetings to check in, discuss what’s working, and determine what needs to change.


Increase your event sales + streamline the planning process.

Capture every event lead

Check event space availability

Create documents that get results

Capture leads from your website, Facebook, VENUES by Tripleseat directory, and even the phone.

See events from one venue or hundreds. View by status, room, or venue to know what spaces are available.

Quickly build banquet event orders, contracts, proposals, invoices, and more with our SmartDocs tool.

Get paid faster

Manage relationships

Intelligence reporting

Online payments have never been easier. Customers can pay with any credit card knowing their information is secure.

Our CRM system organizes and manages all of your contacts in one central database — accessible to everyone online.

Report on every aspect of your event business. View reports for upcoming events, financials, leads, payments, and more.

“I love and embrace Tripleseat and have learned how to use it to work smarter and not harder. It really translates into my sales exponentially increasing. And that’s the bottom line of everybody’s day in this event world.”

Marisa Colangelo | Director of Private Events, Zuma NYC


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Five Questions RACHEL CALKINS

with

Monday Night Brewing

Since Monday Night Brewing’s first Midtown Atlanta location opened in 2013 followed by its Garage location in 2017, the brewery has attracted many Atlanta residents for its deeply held core values, inviting atmosphere, and delicious beer. We spoke with Shakia Hollis, Monday Night’s Director of Private Events and Community Engagement, about the story behind the brewery and what makes it such a special place for any gathering.


1

FIVE QUESTIONS

Tell us about Monday Night Brewing - what makes it different from other breweries in Atlanta? What kind of experience would you have upon entering Monday Night? Our brewery was founded with the idea that “Weekends Are Overrated.” Of course, we love our Saturdays and Sundays, but we also want to make beers that can be enjoyed during the weekday. Our beers are approachable, interesting, and pair well with almost every meal. On top of that, we are innovative and creative. At our Garage location, expect to taste an eclectic mix of beers, ranging from light and delicate sour ales to big barrel-aged stouts. When you enter one of our taprooms, we want you to experience something unique. It is a casual and cozy environment that’s built for conversation. Whether that means lounging in one of our comfy couches, playing a game of cornhole or gathering with friends around one of our fire pits, we want you to enjoy yourself and unwind.

2

Can you tell us more about your private events business? How many events are usually held per month? Our private events business has absolutely been one of our favorite surprise successes so far! I say surprise because when we began hosting events at our original location in West Midtown Atlanta, I am not sure we totally felt like people would 100 percent be on board with the idea of getting married at a brewery! But we have found that our mission of deepening human relationships over great beer has reflected into our private events business very well! We promote an atmosphere of comfort and fun, which is what most of our customers are looking for! Whether it’s a wedding, fundraiser, or corporate event, our private events business is centered around the idea of making intentional connections and celebrations come together over great beer. There are definitely seasons that are more busy than others, but I would say we average between 15-20 events monthly. Lots of weekend events because we love to host a fun wedding! With the addition of our chandelier room at our Garage location in the Historic West End neighborhood, we now have a dedicated space for private events and are looking forward to booking more daytime corporate events.

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BRIEFINGS

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As a brewery, Monday Night is known for its wonderful beer selection. Where does the inspiration come from? What makes it unique? Like we said before, we want people to be able to enjoy our beers every day, not just the weekend. So we create beers that are approachable to a wide variety of people. Whether that’s the tart and fruity Dr. Robot (raspberry-lemon sour ale), our classically-inspired Slap Fight (India pale ale), or our roasty and toasty Drafty Kilt (scotch ale), we want people to find something they like in our lineup. But that doesn’t mean we don’t innovate. We encourage our brewing team to come up with new recipes and try them out. Our Hop Hut (at West Midtown) is dedicated to all things hoppy, so you’ll find an assortment of IPA-centric creations. At the Garage, we don’t skimp on innovation either. That means creating some super fruit-forward sour beers — like Practice What You Peach, which used over 800 pounds of fresh Georgia peaches — or some big, bold, barrel-aged wonders (like Stranger Danger, our peanut butter cup imperial stout). There are no other breweries in the area making as many beers as we are. Last year alone, we created over 100 beers, and we are set to make more this year. So not only will you have a fun and relaxing time at our taprooms, you need to keep coming back — there’s always something new on tap! And we’re not ones to brag, but we have won more awards for our beer than any other brewery in the state.

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How has Tripleseat helped you manage your private events at Monday Night? What has been the most helpful feature? Tripleseat has really been a game changer for us in many ways. Being able to communicate with our clients with ease and efficiency about the details of their events has perhaps been the biggest way. The information submitted through the lead form on our website gets sent to us in an organized and structured way through Tripleseat, which allows us to convert leads with ease and get back to our clients with the exact information that they need to move forward with booking. It not only makes our makes our jobs easier, but it makes the sometimes stressful act of planning an event that much easier on the clients we love! The reports feature is awesome for me as a director, because it allows me to very easily evaluate our projected events and monthly/yearly budgets! Being able to run custom reports and having the help of the Tripleseat team in doing those has been so helpful for me in making sure we have the information we need to remain a successful events business.


FIVE QUESTIONS

Great question! One of the great things about our event space at The Garage is that the beauty and intentionality of the design of the space is on the walls and the chandeliers on the ceiling. Meaning that the industrial warehouse feel of the space leaves plenty of room for people to dream as big or as small as they want with their decor. We have had events that have brought in draping all the way to the top of our 23 foot ceilings, award ceremony events that have brought in massive stages and lighting, and even events that have brought in alpacas (Yep, not a joke. Very real alpacas.). Essentially, clients that book our venue can cultivate the guest experience they desire for their events because while our space is eclectic, it is electric with intentionality. As trends change so will our clients’ big ideas, and we have the space to accommodate. Brewery weddings have become fairly common, but from a business perspective, we always want to make sure we are

staying on top of changes in venue trends for non-traditional brewery events as well. For example, companies that want a more laid back or fun feel for their events are on the rise. But they still need full audio visual capabilities and the ability to project crystal clear presentations like they would be able to at a more traditional boardroom style venue. We offer full audio visual at the Garage and we are constantly making tweaks to our systems to make sure we can either provide those services, or point them in the direction of a reputable audio visual company to help them out! Whether it’s in our taproom or our event space, we want to make sure we are attentive to guest requests and market trends. We know this keeps us top of mind for potential event clients and helps us cultivate a brand that cares about the people who decide to spend their time, special moments, and hard-earned money with us!

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As event trends continue to grow and change over time, people are wanting new kinds of experiences for their private events. How does Monday Night plan on accommodating the evolving tastes and interests of the private events industry?

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Sales 101: Going Back to Basics

The word is out — events are good business, which means that getting people to book at your venue is becoming more competitive. So how do you make your business stand out? What are some steps you can take to make people want to book with you over the other venues they are considering?

LATHA YOUNGREN

At Tripleseat’s 2019 EventCamp conference, Laura Wagstaff, the Event Director for NoMad and Eleven Madison Park in New York City, reminded us that going back to basics might be the best way to land new business and get repeat business. Sometimes we get caught up in making a splash with the latest trends or technology and forget some basic tried and true sales techniques. Wagstaff shared some of her tips with us that will help you stand out from your competitors and make a great impression on event clients.

Make it effortless Let your clients know from the beginning that you will take care of them, and you’ll make it easy for them throughout the entire event planning process, Wagstaff said. Start with technology. Don’t get distracted by the latest gadget or software; choose tools that help streamline planning and communication and use them well. You shouldn’t be manually entering in inquiries that are interested in your venue. Make your Tripleseat lead form available everywhere — your website template, your events page, your social media profiles and content, and your email marketing — so you that your potential clients can easily enter information from whatever tools they prefer and you can capture it digitally. Once your prospects are in your system, reach out to them, but don’t just stop with their original inquiry. Keep in contact with them through emails and social media posts to remind them to book with you for holidays, seasonal events like Mother’s Day or graduation parties, or any other reason to get them to walk back in your doors. Be responsive. We can’t say it enough: The early bird gets the

worm. Respond to inquiries within 24 hours. You aren’t required to give all the answers immediately; however, you should just acknowledge that you have received their email, phone call, or visit to the host stand. Prepare for walk-throughs. People will pop in unexpectedly. These are your warmest leads. They like your venue enough to want to see the possibility of hosting an event there. Don’t ever be too busy to see them or have someone else available who knows your event offerings from memory. You should also make sure spaces are visitor-worthy at any given time. Communication is key. Technology comes back into play here. You should be able to communicate easily with your customer. Clients expect instant feedback and tools like Tripleseat allow you to provide it by creating contracts and documents in a few clicks, sending messages, and giving customers access to everything in their own portal. They also want to pay for their event online so that you aren’t storing their credit card information in a locked filing cabinet (you know the one I am talking about!).


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Find the yes It’s important to find a way to make your clients' requests happen or provide an alternative instead of saying no, Wagstaff said. Finding the yes shows that you’re willing to work with your clients to find a solution and helps you to establish trust. Make them turn you down. It’s all about the way you phrase things. When you have a client looking for something that’s impossible to do, try to find a way to make them turn you down, said Wagstaff. For example, if they are trying to book a date and time for an event when you already have confirmed bookings, provide them with alternate dates or a lunch. Offer them something, even if it’s likely not what they are looking for so that they see you are making an effort to find a solution. They will turn you down instead of you just saying no. Address outlandish requests. The best way to address customers who want to create something that just won’t work in your space is to address it head on. Explain to them why you can’t do what they want. If they want dim sum and you are primarily a steakhouse, let them know that the chef might be able to do it but since it’s not in his wheelhouse, that the quality might not be up to par with what you have envisioned. Let them know that their ideas are really creative, but that the actual result might fall flat given certain constraints you have in your venue. Show them that you want to do what you can to please them, and offer other options when possible.


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Don’t underestimate the power of the host stand Your host stand plays a huge role in booking client events. Whether your prospective clients are walk-ins or people who call to ask about events at your space, they should receive a good first impression from the people they interact with. We broached this earlier with having your space ready for walk-ins. The host stand is a very important sales tool. The willingness to assist with getting information for potential guests and — if possible — walking them through the space is huge. As stated before, they are already there in your space, therefore this is a really hot lead. Don’t be too busy for unexpected visitors. Also, train the hostesses about your event spaces and have them be able to give at least a basic tour. Inquiries should be responded to as quickly as possible, as was noted earlier. No matter how a prospective client found you or sent an inquiry, you should reach out right away. This is especially important when a client stops by in person because they are making that extra effort and time to come in, talk to you, and tour your space. Respect that effort by following up with them as soon as possible.

A personal touch will boost your bookings. These four types of sales techniques can make your clients’ experience with you feel personable and approachable, and they’ll be more likely to book with your venue for this initial event and future events. Using these tips should help you book and retain business. It’s a reminder to really listen to customers and empathize with them; don’t try to make everyone fit into a one-size-fits-all event.

Make it memorable “We are in the experience business,” Wagstaff said. Try to get to know the guest that is hosting at your space and do something that goes beyond the event. Try to connect with them even if you can pass it off to the floor manager; it makes a difference to meet them in person during the event. Event if you haven’t met them before their event, your clients have already formed a relationship with you and have become attached to you! It also makes a difference to have the staff onsite put notes in immediately after the event in the event summary to know what any highs or lows might have occurred so you can anticipate these for next time. Everytime you dine somewhere and they offer you something that is just a little extra, like a homemade cookie to go, or a bag of granola (made famously at Eleven Madison Park), it makes you feel special. The same thing should be done for clients who are booking events with you. You should note in Tripleseat or any customer relationship management software you use any special occasions or birthdays and then send a note or a gift card or a box of chocolates from the venue or anywhere. Just let them know that they mean something to you. If you can, make it thoughtful; if there was a note in there event that they have a nut allergy, do not send them a cookie with nuts! It can also be as simple as a written thank you note. These touches can go a long way and make you top of mind when they are deciding to book an event again. It’s also just a really nice thing to do!


Searching for the perfect venue will never be the same.

Discover and book the perfect venue for your next event at tripleseat.com/venues


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South Beach

BOUTIQUE THE BETSY HOTEL IS AN ART DECO GEM ALONG MIAMI’S SOUTH BEACH THAT HAS ALL OF THE CHARM THAT COMES FROM A HISTORICAL VENUE, AND SO MUCH MORE. ITS MODERN EVOLUTION INCLUDES ALL OF THE ELEMENTS THAT YOU’D EXPECT OF A LUXURY BOUTIQUE HOTEL BUT WITH PERSONAL TOUCHES THAT REFLECT THE BETSY’S OWNERS AND THEIR LOVE FOR MIAMI.

AZURE COLLIER


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We spoke to Julie Burstein, Director of Catering at The Betsy, about the hotel’s history, design, events, community connections, and — of course — their dogfriendly amenities.

Tell us about the history of The Betsy. The Betsy was built in 1942 by L. Murray Dixon, the architect responsible for many famous Miami Beach Art Deco hotels. Enamored with "the colonial chic" of the post-Great Depression era, Dixon's former Betsy Ross Hotel has an expansive four-column portico and signature shuttered windows. Located at the edge of the water with an ocean deck that peers three stories above the Atlantic Ocean, The Betsy is a historic boutique hotel that combines 21st century technology with the architecture and grace of yesteryear. In 2016, The hotel expanded to include a second property, designed by Henry Hohauser, another leading legacy Art Deco hotel architect. The Betsy’s two wings are connected by The Betsy Orb, a visionary piece of public art that has become one of the most coveted selfie spots on Miami Beach.


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How would you describe The Betsy’s style? The Betsy is vintage glamour repositioned for modern travelers, re-imagined in two recent restorations by award-winning Italian home designers Diamante Pedersoli and Camelina Santoro. The Betsy’s 130 luxury rooms and suites combine elegant design with the simple beauty of a tropical hideout. Our rooms are finished with marble bathrooms, luxury furnishings, and walnut floors, as well as delights like artwork from the owner's collection and your own library in-room. Many rooms offer extra space with balconies overlooking the Art Deco District and the hotel’s atrium as well.

Why did The Betsy turn to Tripleseat to manage events at the hotel? We were drawn to Tripleseat to increase and streamline communication. Since the system allows us to have unlimited users, everyone on our team has access to information in real time, allowing us to accommodate event changes until the last minute. Every detail, large or small, is important to our clients and must be communicated to the operations teams. We strive for perfection so if the catering, banquet and kitchen teams are on the same page at all times, we are poised to achieve that goal.

How many events do you host at The Betsy each year? With rooftop venues offering stunning views of the Atlantic Ocean and the Miami city skyline plus multiple indoor spaces, each with its own unique style and character, The Betsy has something for everyone, which is why our business has grown so much in the last few years. We do almost 1,000 events every year in more than 20,000 square feet of event space.

What types of events come to the hotel? We are the quintessential hotel for corporate groups looking to host meetings, celebrations, and conferences. Our public spaces are creative and light-filled, with state-of-the-art audio visual equipment, and our team is adept when working directly with in-house or third-party planners. We also host many weddings in multiple venues; and with the wide range


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of room types and event spaces, families can host a weekend full of social opportunities to please just about any taste.

What are your favorite Tripleseat features and why?

Why do customers choose The Betsy for their events? What can they get here and nowhere else? There are so many reasons people choose The Betsy as a place to stay and hold their events. In addition to the beauty of our event spaces, we of-

The discussion templates are great and simplify lead

fer impeccable service and exceptional cuisine. We

response. Additionally, with the mobile version, we

also have talented event planners on staff that en-

can answer leads from anywhere, providing the cli-

sure a seamless outcome each and every time.

ent with information in real time. As everyone knows, speed of response is essential in creating and maintaining client relationships. We have also benefited from the automatic tasks, which remind us to check in with our clients so we remain engaged throughout the sales process, into the event, and even after. The reporting function is also impressive.

What would you do if Tripleseat was taken away from you? Tripleseat has integrated our information-keeping and increased our productivity. If we were unable to access it, our effectiveness would be compromised.

How is the client experience at The Betsy, compared to other hotels? The Betsy consistently sees highly-rated reviews across all online travel and social sites from travelers and our event clients. For example, on TripAdvisor, The Betsy has been rated in the Top 10 hotels (out of 222) on Miami Beach for a decade. We have a high percentage of return clients who tell us that they know they’ll have an excellent experience when working with a boutique hotel partner like us.


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What is your formula for a successful event? We are committed to excellence in all of our endeavors. Our team is able to listen to what our clients are looking for, and then deliver even more than they expected. We have great spaces, great food, and great people. This is a recipe for event perfection every single time.

The Betsy has been noted in the local and travel press for your dog-friendly amenities. How did that start and what do you offer for your canine clients? We offer a weekly doggie meet and greet with our Canine Executive Officers, Betsy and Rosa. Both our in-house guests traveling with their four-legged friends, as well as community members, gather in our lobby bar for special cocktails and snacks, and the pups receive bowls of water and doggie treats. We provide special dog bedding upon request for our guest rooms, as well as doggie toys and snacks. We’ve also created a book of dog poems for pet owners to enjoy when their dogs are napping, or when they're at the pool or beach.

Your venue has incredible art throughout and hosts local cultural events. Why did The Betsy make a connection with the arts community? The Betsy is well-known for its unique commitment to arts and culture. Over the last 10 years, the hotel ownership family has provided leadership and funding to hundreds of artists and organization partners. We have an on-property artist in residence program that has hosted 900 visiting creatives and an exhibitions program featuring the world’s great photographers. We host live jazz every night of the week, and we are the home of the Miami Classical Music Festival, sponsoring 80 concerts on Miami Beach in the summer months. We are also the home of O, Miami, the region’s leading poetry festival that celebrates the power of words to champion the diversity of South Florida. The Betsy received an award from Americans for the Arts in 2017, as one of the 10 businesses in the United States doing the most powerful work building community through the arts.


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Midcentury

Contemporary We all know that design is cyclical. Everything old becomes new again — with a twist. If you're looking for some inspiration to update your venue in the new year, check out these six Tripleseat customers who have embraced a vintage vibe but made it contemporary. They've taken the best of midcentury design — from plush, velvet seating to warm wood to pop art to lighting — and made it chic.

AZURE COLLIER + NICOLE CATATAO KATE KENNEDY + RACHEL CALKINS


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Cira, Chicago


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Midcentury Contemporary

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Cira, Chicago Cira stops at nothing to provide an authentic, high society 20th-century experience throughout the spaceous Fulton Market venue. The midcentury modern with a touch of Art-Deco furnishings — down to the smallest detail — will leave you and your guests feeling like Don Draper, and they can accommodate any event from a large seated meal to a full restaurant buyout. And there's much more to this modernist wonder than just the space itself: after only opening in spring 2019, this Boka Restaurant Group location received a 2020 Michelin Bib Gourmand honor for its quality food at a good value.


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Midcentury Contemporary

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Boka, Chicago Stepping into this iconic mainstay in Chicago’s Lincoln Park neighborhood is like being welcomed into your uber-cool next door neighbor’s home. It’s alluring yet approachable, exposing a romanticism-meets-modernism vibe and features a wall draped in moss. With its grand opening back in 2003, Boka was the first of many restaurants under the Boka Restaurant Group brand. It’s considered to be the foundation for the company with its perfect mix of great design, warm hospitality and amazing chefs.


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Midcentury Contemporary

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Devereaux, Chicago Looking for an intimate rooftop lounge to enjoy happy hour with your close friends? Devereaux brings that and much more from the 18th floor of Viceroy Chicago. During the day, enjoy the spectacular poolside view and libations but come back for the evening when this space really shines. This glamorous Gold Coast spot is perfect for hosting large groups or intimate get-togethers. The interior decor and design detail makes you feel like you’ve stepped onto a 1960s movie set replete with the requisite drink - like the Devereaux Daiquiri.

Side Bar, San Diego If you want a completely unique and wild night on the town, Side Bar is the sexy spot to go. From glitter bombs to champagne showers to bottle service, Side Bar can customize your event to match your wildest dreams. Sit back and relax under the LED lights, lounge on the velvet couches with some shareable bites, and choose some sassy drinks to match your mood. This is one unique boutique nightclub you don't want to miss.


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Linger, Denver Linger offers four distinctive dining areas, perfect to host any type of event ranging from birthday brunches to weddings. They are known for their grand rooftop overlooking the city that offers a section for both tableside service and self-service from the food truck ... on the roof. The unique menu is filled with small bites from around the world with an Asian-fusion twist, served family style. With a nod to the history of the building - a former mortuary - Linger uses mason jars that look as if they were straight from a coroner's office, medical clipboards that hold your menu, and coffin-shaped drink coasters. Linger offers a hip and relaxed vibe with unparalleled food and service.


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El Five, Chicago When you arrive at the fifth floor of an Umatilla Street building and into El Five, you’re nestled in two worlds. One allows you to observe all of downtown Denver in an unobstructed view through floor to ceiling windows. The other puts you inside a vintage European film poster in a cozy, chic setting surrounded by low lights and Mediterranean pop art. Grab a drink and share some tapas indoors or venture out onto El Five’s outside bar and patio during the warm weather months.


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Ophelia's, Denver Ophelia’s Electric Soapbox in Denver is a rare but exciting combination: A gastrobrothel that serves a vegetable-forward menu and presents live entertainment. You’ll have plenty to talk about before the show starts because Ophelia’s decor is like nothing you’ve seen before. There’s a wall of old tabletop and handheld radios and 8-track tapes, stacks on stacks of empty green Jägermeister bottles, a wall of rulers, cozy listening areas near the entertainment on the first floor, swanky corners filled with dim lights and plush couches, and a sunken stage area in the middle of it all.


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Dutch & Doc's , Chicago Wrigleyville is home to countless Chicago Cubs fans sharing beers over a game, visitors exploring the local sites, and a memorable restaurant and bar experience in Dutch and Doc’s. This inviting venue is a welcome addition to the sports-centric neighborhood with its elegant atmosphere and comfort food. Try one of the specialty cocktails like the Chinotto Sling while sampling one of the many pasta options sure to please any palate. For those seeking private dining a stone’s throw from the action at Wrigley Field, Dutch and Doc’s can accommodate anywhere from 20 seated guests to a full 300-person buyout.


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Beyond T H E

S U I T E

When you step into a hotel, you’re walking into hours and hours of work to create a unique visual experience that’s different from any other hotel each guest has ever stayed at. Take a look at these four hotels and their curated designs for lobbies, rooms, lounges, restaurants, and outdoor spaces. These gorgeous photos are sure to provide inspiration for your venue (or your next hotel stay) in 2020. AZURE COLLIER


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Beyond the Suite

Hotel Ella, Austin Located in downtown Austin and within walking distance to the University of Texas campus, Hotel Ella is a stylish boutique hotel housed in the historic Goodall Wooten House, one of Austin’s original landmark estates. With 18 event spaces, including three meeting rooms, a cabana-lined pool, and a wrap-around veranda overlooking their front lawn, Hotel Ella features beautifully designed outdoor and indoor spaces perfectly suited for your corporate or social events.

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The William Vale, Brooklyn In the heart of Williamsburg, Brooklyn’s most desirable neighborhood, The William Vale offers a selection of indoor and outdoor spaces with sweeping views of the Manhattan skyline. Any of their 16 event spaces, including their board and conference rooms, ballroom, foyer, pool, terrace, and park can accommodate just about any type of occasion.


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Beyond the Suite

The South Congress Hotel is designed for you to take a break from Austin’s South Congress entertainment district and the Texas heat. Watch the activity outside from one of 71 cool, comfortable guest rooms (plus 10 suites and two premier suites) with views of the hotel courtyard or the surrounding neighborhood. guests hosting an event or meeting can choose from five private South Congress spaces that range from a capacity of 12 to 250 guests. Relax at the rooftop pool, lobby bar, coffee shop or the three on-site restaurants.

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The South Congress Hotel, Austin

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MADE Hotel, New York City Located in New York City’s NoMad neighborhood, MADE hotel provides the modern version of a guest experience. Every detail encourages comfort and community. Their guest rooms have a combination of wood, colorful decor and accessories, huge windows with city views, and cozy bedding that provides an escape from reality. When you decide to venture out of your nest, MADE provides four distinct spaces for eating, lounging, and getting a little work done: Ferris restaurant, the 18th floor lounge Good Behavior, Paper coffee shop, and the inviting lobby bar.


Beyond the Suite

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The 2020 Event Pro's Toolkit


Event Pro's Toolkit

TRIPLESEAT TOOLS

Let’s start with the types of tools you should be using, beginning with those included in your Tripleseat account. • Facebook app: The app syncs your Tripleseat lead form with your Facebook page and provides an easy way for prospects to fill out an event inquiry, so make sure to turn this integration on. • Lead form link: You can use the link to your lead form just about everywhere — put it on your website and emails and social media posts about private dining. Create different lead forms for each marketing tool so you can track which source sends you the most inquiries. • VENUES by Tripleseat: Our venue directory is a great way to promote your private event space, and we’ve made recent updates to the site to make it even easier for prospects to find information and for your venue to spotlight your space and amenities.

EMAIL TOOLS

Email is a very effective marketing tool to drive new or repeat event business to your venue. And it’s a primary way to reach customers.

SOCIAL MEDIA TOOLS

STEP 1: USE THE RIGHT MARKETING TOOLS

Social media isn’t going away. It plays an important role in driving customers to your venue. The hospitality industry and its customers use Facebook and Instagram the most, so that’s where your business needs to be. Facebook is the place for news, updates, videos, photos — any business that shares a good mix of information about their venue plus interesting posts that will delight their customers will thrive there. Instagram is where you show your creative side with photos, graphics, and videos that tell the visual story of how you do what you do, and give your audience a behind-the-scenes look at your journey.

AZURE COLLIER

As you start to plan for your events business in 2020, it’s time to take a good look at your marketing activity and make some crucial changes that will help you drive more business.. If you’re not doing marketing, you’re not going to get found by new customers or your repeat customers because it’s how they either find you in the first place or how you stay top of mind with them. The time has come to ramp up your activities if you want to drive new or repeat business. We’ve created the following plan that will help you become a marketing master in 2020.

Tripleseat provides integrations with three email service providers: Constant Contact, Fishbowl, and MailChimp. Your Tripleseat contact list will sync with these tools, allowing you to easily market to your event customers. You can find details about those integrations at tripleseat.com/marketplace.

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STEP 2: SEND, POST, AND PROMOTE

TRIPLESEAT TOOLS

• Facebook app: Once in a while, share a post on Facebook that calls attention to the app and tell people where to click on your page to access and fill out the lead form. • Lead form link: Start by adding the lead form link to your website, and then create a private events page with a link to your lead form. Send emails and create social media posts that talk about private events and include the lead form link. • VENUES by Tripleseat: Make your profile stand out by including high resolution photos. Don’t forget to include a description of what your venue offers for private events, add your website link, and fill out all of the categories and amenities that your venue provides. Post links to your profile in emails and social media posts.

EMAIL TOOLS

Now that you’ve selected the tools you’re going to use for marketing, take some time to plan the types of content you’re going to create for each tool.

When it comes to email marketing, it may be a relief to know that less is more. You don’t have to write a long email when promoting your events business. The formula for a great email is simple: • Compelling subject line • 1-3 pieces of content • Use images • Link to your lead form or private events page • Send at least once or twice a month

SOCIAL MEDIA TOOLS

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The content you share on Facebook and Instagram should be informative and entertaining without being too salesy. It’s easier than you think — all you have to do is think about how your post can provide value to the customer. Here are a few ideas: • Go live on Facebook or Instagram and give a tour, interview an employee, or show how your chefs create your food • Use photos or video to highlight items on your menu, the decor of your private dining rooms, or your staff • Share text and visuals about holidays, graduations, corporate events and what your venue provides for clients • Post at least once a day but don’t flood the feed


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STEP 3: MEASURE, TRACK, AND IMPROVE This last step is crucial to the success of your marketing initiatives. If you don’t check in to see what kind of results you’re getting, you’re wasting your time trying every last trick in the book, throwing it out there to an unknown audience, and hoping it brings in some revenue.

TRIPLESEAT TOOLS

Start by creating a spreadsheet and track your results monthly. As you move through the year, you’ll have a better idea of the progress you’re making with your marketing initiatives. Creating a lead form for each marketing tool or campaign is an easy way to track how your marketing efforts are doing. When you create a form, put the marketing tool in the name of the form (Email Lead Form) and the lead source (Email Lead) so you can tell right away which tools are getting you the best results. Then, pull the following reports to give you the full picture of what’s driving leads:

EMAIL TOOLS SOCIAL MEDIA TOOLS

• Leads by source — Leads dashboard graph that shows the number of leads per source • Lead details report — track lead source and lead form • Lead conversions report — which lead sources converted and how much revenue they brought in Every email service provider has a core set of email marketing metrics. These are the metrics you should be focused on: • Opens • Clicks • Bounces • Unsubscribes Here’s a set of statistics you can analyze to know where you stand with on social: • Follows • Likes • Comments • Shares • Clicks

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Get more out of your marketing this year As soon as the holiday season slows down, go through these three steps to get your marketing plan in place for 2020. If you have time, start reviewing the last quarter of 2019 to determine what you accomplished with your marketing, and what got the best results so you have a starting place to grow from. Pick the tools that will work best for your venue and reach your audience, create the content that appeals to them, and review your work so you know what’s actually happening with your marketing efforts. You won’t just be sending emails or posting on social media into the void. You’ll create a solid plan, focus on what’s working, and drive more event bookings in the next year.


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Features

Essential Steps to Career Advancement for the Event Professional NICOLE CATATAO

A mentor once told me "the biggest room in the house is the room for improvement." Career development is a lifelong process of learning, changes, and growth. Whether you’re a first time server, seasoned event manager, or someone who wishes to open their very own restaurant someday, there is always something to learn and improve on. For me, improvement means that I am not only learning from my previous mistakes to make better decisions in the future, but also setting time aside to learn entirely new concepts and tactics or ways of thinking to ultimately be more successful. Making education and growth in your career a priority prepares your mindset to set time aside to sit down and focus on complete actions that will help you grow over time. Here are eight things that you should never stop doing throughout your career.

KEEP YOUR RESUME UP TO DATE Even if you're happy in your current position or organization, always have an updated resume ready. You never know who you will meet or what opportunities will cross your path and you'll be so glad that you have current and accurate information to share.


Event Pro's Toolkit

Seated | The 2020 New Year Issue

OPTIMIZE YOUR LINKEDIN PROFILE Your LinkedIn profile is an extension of your resume that also offers validation about your background based on connections and recommendations. Here are the five most important areas to continually update to make sure your profile is fully optimized and working on your behalf.

A QUICK GUIDE TO AN OPTIMIZED LINKEDIN PROFILE Profile photo: A professional-looking headshot of just you. No selfies or group shots. You'll want good lighting, business casual attire, and portrait mode. About section: Write this section last. What are the overall themes, strengths, and expertise that clearly stand out from your profile? What are some tangible goals that you want to achieve or learn in your career? Make it clear what you would bring to a new role and also that you are willing to gain any new skills that would be needed. Experience: Include each past and current job with the dates and full description of your role. Take the job description that was provided to you when you were hired and rewrite it in your own words. Bullet points work well here as they are easier to skim through. Don't sell yourself short either — don’t just write, “I managed 40 private events per month.” Provide context and elaborate on exactly how you successfully managed those events. “Managed 40+ private events per month, which ranged anywhere from 10 to 250 guests. Duties included all post-sale communication, menu designing, event decorating, and monthly reporting.” Connections: Should be genuine and from people that you know both personally and professionally, people who you have worked with in the past, people you have met networking, and people who you have had good conversations with. Don't be afraid to decline connection requests from people who you don't know. Recommendations: The best way to actually get colleagues to write you a recommendation is simply to ask. Also ask them to include examples of how you excelled within the role. Offer to exchange recommendations for each other. Having a minimum of three quality recommendations — preferably one from each past role — is ideal.

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ATTEND FREE ONLINE COURSES Continuing your education in the traditional way of a classroom doesn't have to cost you an arm and a leg. There are many free online courses and certifications offered; the hardest part is picking which topic to study first. Don't forget to add any completed courses or certifications to your LinkedIn page! Here are a few that we recommend: HubSpot: Sales and marketing courses Coursera: Offers courses from leading universities and top organizations HarvardX: Online courses from Harvard University OpenCulture: Download audio and video courses from top universities Future Learn: Courses, programs and certificates offered by top universities, business schools and organizations.


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Features

ATTEND NETWORKING EVENTS The saying "You have to know someone to get somewhere" isn't exactly an old wives’ tale. Knowing the right person — or someone who can connect you with the right person — opens doors that may not necessarily be opened otherwise. Those doors may lead to the job that feels as if it were created for you. Get out and network and genuinely make friends with people in the industry that you either want to grow in or join. Networking events can be intimidating as the connections don't always feel genuine, but the key is to find commonalities that you both care about whether that is personal or professional. Even though that person may not be able to directly help you, they may have someone in their network that can. Both free and paid events are out there; there are also apps dedicated to finding an event near you. Grab a willing friend and find new people to get to know. Here are a few places to start: Eventbrite

JOIN A BOARD OR COMMUNITY

Local Chambers of Commerce

Joining a local board to community is two-fold; it al-

Meetup

lows you to give back by lending your experience to help others achieve a goal. And you’ll learn from others who may be experts in other areas all while also growing your network in more of an organic fashion.

Woman in Hospitality The Event Planner Expo Leads Groups

MENTORSHIP Finding a colleague or someone in your industry or in an industry you are trying to break into is the perfect place to start your networking and growth adventure. Each relationship will be different based on the two individuals involved. I recommend picking a recurring cadence to meet. The cadence will need to be selected based on what works for both of your schedules, and putting it on the calendar for the next six to 12 months puts a sense of urgency and priority on the meetups and also holds you both accountable. There are two structures that work best when meeting with a mentor or mentee. Project-based: An ongoing project that will have physical items to share either in print or online that can spark questions that each will have, recommendations that the mentor can share, and provide other feedback to grow your career. Goal-based: At the first meeting, you should establish a SMART (specific, measurable, achievable, relevant, time-based) goal that you can work on together over the course of mentorship, such as getting prepared for a speaking engagement or a writing feature in an upcoming magazine or blog.

Event Planners + Coordinators on LinkedIn Event Planning + Event Management on LinkedIn


Event Pro's Toolkit

Reading not only books but articles, blogs, newspapers, and industry email newsletters is another way to continue your education without the larger commitment of an online course or certificate program. Beyond career growth and business related books, don't pass over the self-help section — you can find valuable information on breaking bad habits, letting go of the things you don’t need, how to be a leader or influencer, and so much more. Reading is such an easy way to introduce new tactics and techniques into your daily life; you can also read at your own pace where it works best for you. You should always be actively reading, no matter what your pace is.

Be in touch with your emotional intelligence (EQ) Emotional intelligence is how to accurately read not only your own emotional state and behaviors, but those of others. You can be the smartest person in the room, but if you are lacking in empathy and understanding of why other people feel and react the way they do to a given situation, you won't get far. Your intelligence quotient (IQ) is important because it is a direct representation of the knowledge that you have. Your EQ is just as important, and — depending on the scenario or context — can be worth more than your IQ. Unlike your IQ, you can dramatically improve your EQ if you educate yourself and put into practice all that you have learned. There are free tools and surveys available online to get a baseline reading and then actionable information you can put into practice in your daily life.

MAKE CAREER GROWTH A PRIORITY Growing both personally and in your career is a lifelong process that should always be made a priority. Even though our days and weeks are jammed packed with mandatory meetings and mile-long to-do lists, it’s important to make the time to pay attention to these eight activities that can improve your skills and career.

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MAINTAIN A READING LIST

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Why not try an Integration? NICK KOKONAS

FOUNDER + CEO, TOCK

About a year ago, our beverage director at The Aviary in Chicago wanted to hold a bespoke craft beer tasting in our private dining room on a Monday night — a night when we rarely ever have private dining booked. He has contacts from microbreweries around the world and imagined a beer tasting of super rare, unusual, and impossible-to-find brews. It would cost $395 per person. At the Alinea Group, we’ve created a culture of “why not try”, so we created the event page and released it to the wild. And you know what happened? Almost no one bought it — it was just too niche, too unique, and too expensive. And so, we pulled it down, refunded the intrepid beer lovers who had booked, and sent them a mixed case of craft microbrews as a thank you. Before Tock, the complexity of creating and offering such an event meant that we would censor ourselves to only those ideas that were thought to be sure things. Of course, that also meant that we did not hit upon the unique, awesome events that help to define our brand. Now, we just go for it, knowing that the initial lift, marketing, and sales are easy and minimal. Since adopting this new mentality, we’ve increased event revenue by 125 percent over the past two years. And we’re not alone. Restaurants using Tock and Tripleseat increase their event sales by over 50 percent on average. No doubt you spend marketing dollars and countless hours trying to get your private event offerings in front of the right audience. But people can’t buy what they can’t see. It’s that simple.

What if every time someone books an ordinary reservation they also see all of the unique experiences available at your restaurant? This is exactly where the Tock integration with Tripleseat shines. When diners book at your venue using Tock, they learn that private events are offered. Ordinary free reservations are presented alongside chef’s tables, wine dinners, and anything else you can dream up. Offering add-ons or even merchandise like cookbooks, packaged food, or swag is easy and drives incremental revenue. Optimized for mobile web with the ability to track conversions via Facebook, Google, Instagram, and more, your simple reservation page is very quickly transformed into a full-fledged sales-engine. It is incredibly easy to take that private dining room that goes unused on a Wednesday night, create an event, and start selling it. This drives revenue on the top line and profits to the bottom line. Don’t wait for events to happen, create them. This proactive mindset is the new domain for event planners at restaurants around the world. Yes, booking the big money corporate clients is the core, but selling directly to end-consumers is now possible — and the entire BEO can be easily managed through the Tock integration with Tripleseat.

Nick Kokonas is Founder and CEO of Tock (exploretock.com) and Co-founder of The Alinea Group (thealineagroup.com) For more information, visit tripleseat.com/blog/partners/tock.


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Features

Finally, a toast. KATE KENNEDY

The Champagne Cocktail is a drink that is as classic as it is retro in style and taste. Its origin dates back as early as the mid 19th century as it’s mentioned in Jerry Thomas’, The Bon Vivant’s Companion, published in 1862. One sip evokes a high-brow disposition; you’re immediately transported to one of The Great Gatsby’s glimmering affairs, mingling with high-society in a gown made of sequins or a perfectly tailored tuxedo. Throughout the years there have been many variations of this bubbly delight, but my heart belongs to the classic. Its timeless appeal makes it the perfect addition to any event and its simplicity is sure to please bartenders. As F. Scott Fitzgerald once said, “Too much of anything is bad, but too much Champagne is just right.”


Event Pro's Toolkit

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THE CLASSIC CHAMPAGNE COCKTAIL INGREDIENTS: 1 sugar cube Angostura bitters Champagne Lemon twist, for garnish PREPARATION: Soak the sugar cube in Angostura bitters and drop into a champagne coupe. Top with a luxury champagne. Garnish with a lemon twist.


2019, Thank you for all the lessons.


2020, I'm ready.


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Contributors JONATHAN MORSE PUBLISHER, RINGLEADER OF GENIUS CONCEPTS Jonathan has been involved in the restaurant and hotel business for 30+ years with roles ranging from a busboy at Abadessa’s in Hingham, MA, to line cook at Atlantic Café in Nantucket, to Floor Manager at Backbay Restaurant Group, to New England Regional Sales Manager for Starwood Hotels. Before starting Tripleseat, Jonathan was a VP of Sales for a web startup that delivered Business Intelligence reporting to the restaurant industry. When not working on making Tripleseat more awesome, Jonathan spends his time with his wife Lisa, twin girls, Eliza and Sophie and son Owen.

LATHA YOUNGREN EDITOR IN CHIEF, HEAD OF PROPHECY FULFILLMENT Latha’s (pronounced Lay-ta) interest in hospitality began at a young age, which led her to waitress throughout her high school years in Providence, RI. After graduating from Barnard College and working in publishing for a couple of years, she moved to Paris where she tended bar and worked at a magazine. After a brief stint in San Francisco, she made her way back to New York City where she worked in marketing and events for a variety of companies. She is thrilled to have landed at Tripleseat, where she heads up Marketing. Latha currently resides in Maplewood, NJ with her husband and 3 kids. She enjoys the summer most because Rosé All Day is a real thing!

MATTHEW POLLOCK CREATIVE DIRECTOR, ADMIRAL OF ARTISTRY Matt’s been working as a designer since 2009, but has always been fascinated by user experiences and identity. Matt came into Tripleseat in 2016, gears turning, ready to create a fresh, functional, and friendly identity that would give Tripleseat the beautiful look and feel that our design-savvy industry demands. Living on a vintage sailboat in Boston Harbor, Matt’s passionate about bringing people together. He follows his love for public art, events, live music, and of course, sailing; always dreaming of the cruising life he hopes to find in his future. On his days off, you can find Matt on the docks of the East Boston Shipyard, out on the Harbor Islands hosting bonfires, or traveling with his girlfriend, Katie.

NICOLE CATATAO PRODUCTION MANAGER, OUTBOUND GATEKEEPER Nicole has been in the marketing field for over 10 years. After graduating from Plymouth State University in the White Mountains of New Hampshire with a degree in English, she moved to Massachusetts where she started her career at International Data Group (IDG). While there she managed online marketing campaigns for high-tech clients for seven years. After IDG, she spent four years at MathWorks managing events. Nicole joined the Tripleseat family in October of 2018 as the Outbound Marketing Manager. When she isn't crafting the next email campaign, you can find her dancing in the kitchen to '80s pop music with her hubby and two daughters while baking and eating cupcakes.


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EXECUTIVE EDITOR, AMBASSADOR OF BUZZ Azure joined Tripleseat as the Content Marketing Manager after working as the Social Media Marketing and Community Manager for Constant Contact. She also worked in marketing for higher education at Worcester Polytechnic Institute and Fitchburg State University. She started her career as a print journalist in the Midwest at the Times of Northwest Indiana in Valparaiso, IN, and at the Journal and Courier in Lafayette, IN. She received a BA in communications and journalism from Purdue University, and an MS in applied communication from Fitchburg State University, where she completed thesis research on social media and young adults. She currently resides in Brooklyn, where there's always a restaurant open or delivering whatever you want whenever you want it!

KATE KENNEDY MANAGING EDITOR, DIRECTOR OF ENTERTAINMENT FULFILLMENT Kate has worked in the hospitality industry since she was 15. From bussing tables in high school to bartending in college and grad school where she majored in Fashion Marketing and Merchandising. Following school she moved on to a career as a private events and marketing manager because she loved hospitality a little more than she loved fashion. Kate started working at the best company on the planet, aka, Tripleseat in 2016. Currently holding the position of Customer Marketing Manager (and Director of Entertainment Fulfillment), she loves being able to use her vast knowledge of the industry in a non restaurant setting. Kate resides just north of Boston with her husband, toddler son, and baby daughter. Besides her family and friends, Kate’s loves include bourbon, fashion, old school hip-hop, oysters, IPA and hockey (enjoyed on their own or all together).

RACHEL CALKINS ASSOCIATE EDITOR, MASTER OF MISCHIEF Rachel graduated from the University of Delaware in June 2019 with a degree in marketing. Previously she was part of the Tripleseat team as a marketing intern and loved her experience so much that she returned to begin her professional career with Tripleseat. You can find Rachel at Tripleseat’s Party People events all over the United States and Canada and see her smiling face on Facebook Live videos touring the gorgeous venues of Tripleseat customers. In her free time she enjoys watching and playing sports, traveling, cooking, drinking Tito’s & soda on the weekend with friends in Boston and not so secretly stealing gum off everyone's desk.

Photography Adam Larkey Photography, Nathan Morgan Photography, Annie Spratt, Bence Boros, Jake Holt Photography, Ella Jardim, Faris Mohammed, Georgia De Lotz, Hanny Naibaho, Heather Barnes, Jes Hoots, Joshua Ness, Kristina Evstifeeva, Louis Hansel, Spencer Kohn, Nadine Shaabana, Nora Schlesinger, Thomas Park, Tilly Gruber, Ian Schneider, Billy Huynh, Deva Williamson, Nick Simonite, Amy Shamblen, Bence Boros, Andrew Neel, Hello I M Nik, jeshoots.com, Kimberly Farmer, Lost Co.

Cover Illustration by Sophie Morse

Seated | The 2020 New Year Issue

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Seated The 2020 New Year Issue  

Tripleseat's Seated magazine has tips and trends for event and sales professionals at restaurants, hotels, and unique venues to have a succe...

Seated The 2020 New Year Issue  

Tripleseat's Seated magazine has tips and trends for event and sales professionals at restaurants, hotels, and unique venues to have a succe...