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Event Staff Innovation
            Making Event Staff a Profit Center



Presented by:
Warren Dietel, President & Owner
Orlando, FL
My Story

Warren Dietel, Owner & President
• Reside in Winter Park
• Entrepreneurial from the beginning
• Professional Experience
   – Car Detailing, Puff ‘n Stuff Catering, Disney
     Weddings, Disney Institute, Scott Kay
• Purchased PnSC in 2003
• Current ICA board member and regular
  speaker for the ICA, NACE and The Special
  Event
The Puff Story
•   Opened in 1980 by mom and dad
•   Purchased in 2003, annual sales of $1.8M, at operational limit
•   Infrastructure required improvements to support growth
•   Positive reputation in the community
•   Tremendous potential + aggressive growth plan = 267%
    growth in 3 years
The Puff Story
• Over 400 staff members strong (50 FT)
   – Diversifying segment base
• Expanded the award-winning team into the Tampa market with
  an acquisition and opening of a second office
• Five exclusive venues & many more preferred
Today’s Session
   Caterers make money on food, beverage,
rentals, décor and many other services, but are
often willing to settle for breaking even or even
           loose money on event staff.

 Today, learn new thoughts and structures that
can positively impact the profitability of service
                 staff at events.
EMPLOYEE ENGAGEMENT
COMPENSATION



      EDUCATING

               PROFIT
How to recruit, hire, and train an

ENGAGED event staff team
Employee Engagement
       Employee Engagement is a positive attitude
 held by the employees towards the organization and its
                        values.

An engaged employee is aware of business context, and
 works with colleagues to improve performance within
      the job for the benefit of the organization.
Recruit, Hire & Train With Precision
• Fish in the right pond
   – Employee referrals
   – Hospitality and traditional
     colleges
   – Young professionals
   – Staffing agency partnership

• Be upfront about expectations,
  responsibilities & opportunities

• Immerse new hires in your
  company culture and values
Mission, Vision & Values
•   Develop a picture of today, tomorrow, and what governs decisions
•   Put the foundation in place to support excellence and growth
•   Use an outside source to assist with development
•   Create a plan that includes assessment of and future planning for
     –   Management
     –   Staff
     –   Customer Base
     –   Research and Development
     –   Human Resources
     –   Operations
     –   Sales and Marketing
     –   Financial
     –   Technology
The Mission
A mission statement is a brief written statement of the purpose
 of a company or organization. Ideally, a mission statement
 guides the actions of the organization, spells out its overall
  goal, provides a sense of direction, and guides decision
            making for all levels of management.
Vision
A vision statement outlines what the organization wants to be. It
    concentrates on the future. It is a source of inspiration. It
             provides clear decision-making criteria.
        Puff ‘n Stuff Catering will possess the systems and
       procedures necessary to provide the foundation for
    excellence and profitable growth. We will be recognized
    as the event/catering organization of choice by our team
                       members and clients.
Core Values
Core values reflect what is truly important to an organization.
 These values do not change from time to time, situation to
situation, or person to person, but are the underpinning of a
                      company’s culture.
               Professional – In behaviors and appearance
               Respect – For self, team members and clients
          Own – Accountable for each others’ success and safety
           Anticipate – Serving team member and clients needs
             Communicate – Timely, accurately and honestly
Creating Engagement
Leadership must:

• Acknowledge individual contributions
• Deliver supportive feedback
• Foster collaborative interdepartmental working relationships
• Provide empowerment that promotes success
• Discuss expectations that set clear, challenging and attainable
  performance goals
• Show that you and the company care about employees and
  their success
• Trust and get out of the way
“When you give a little respect
   you get a more effective
  organization, with reduced
turnover and absenteeism and
employees at all levels who are
    engaged, focused, and
  committed to succeed as a
    team. In short, you get
   maximum ROI from your
 organization’s most powerful
     resource: its people!”
                    Paul Marciano,
Happy Staff = Willing Staff!


                               At the
                               Salvador
                               Dali
                               Museum
                               in St. Pete,
                               Florida.
STATE OF THE PUFF
• Annual meeting
• Know your audience – cater to them
• Fun atmosphere – get global message across
  then have fun
• Recognize success
• Share the future
• Avoid discipline
• Anniversary lunch
How an established   TRAINING system can directly
effect the   PAY     rate for event staff
• Trained staff equate to less
  hours needed to produce
  the same task
• Allows company to be
  competitive in marketplace
• Results in higher hourly
  wages
• Greater success potential
  even when faced with
  difficult situations
• Work is fairly distributed
• Ability to hire for attitude
As leaders, it is     and values – train for skill!
        our         • General SOPs & Steps of
 responsibility        Service
    to ensure       • Consistency and use of
                      technology
    everyone        • Specific for new events &
 understands          concepts
  the value of      • Consider same day/pre-
     training          event OJT
Event Specific Training – Restaurant
                              20.12
Event Specific Training – Restaurant
                              20.12
Event Specific Training – Restaurant
                              20.12
Direct Implications – Structure #1
Basic Structure – 2 Pay Tiers
• On-call Employees
   • Lower hourly rate,
     basic event skills
• Supervisors
   • Promoted from
     within, earn the
     most hours,
     have diverse skills
Direct Implications – Structure #2
Advanced Structure – Multiple Pay Tiers
1. Entry level ($8-9 per hour) - Ex. Basic steps of service, culture
   and core values, waiting tables, butler-passing
2. Mid level ($9-11 per hour) - Ex. Setting rooms, section
   leadership, interfacing with clients and venue staff
3. Captain level ($12-15 per hour) - Ex. Meeting with Sales
   Team pre-event, loading and verifying truck packing sheets,
   supervising event set-up and execution
4. Specialists – Bartenders, culinary, venue managers, etc.
5. Department Managers – promote from within to lead an
   entire team
            Connect the value of training programs and
           graduations to higher pay and responsibilities
Indirect Implications

               • Well trained staff earn
                 higher and more frequent
                 gratuities on top of hourly
                 wages
               • And the drama factor is
                 reduced because they are
                 happy and appreciative of
                 their jobs
Gratuities
  Gratuities in addition
 to higher hourly wages
   are a very powerful
 motivator - employees
   can understand and
    see the connection
      between their
 performance and their
         rewards.

    “When employees think, act and feel like owners…
            everybody wins.” - Jack Stack
The power of CONFIDENCE!
How to   EDUCATE   your clients about event staff
Tell Your Story!
      “Sell the benefit, not the feature.”

•   Training
•   Uniforms
•   Event Impact
•   Guest Satisfaction
•   Share Positive Client
    Feedback
Communicate your unique value
• Own a distinct place in the mind of your customers.
  You purchase that place by promising and
  delivering value
• Tell stories of how you solve problems for others on
  your client facing communication
• Make it personal and connect it!
• Do not allow yourself to become a commodity
• Use names and real experiences
   – Charles Schwalb, Joe Love, Cake Disasters
Client Feedback
Client Feedback

          “I want to give a special
acknowledgement to Emerald. She was
very professional, calm and organized. I
   really appreciated the fact that she
came to check on ME a couple times to
  see if I needed anything personally. It
 was a busy night for me and when you
host, you know you don't get much time
     to enjoy anything yourself. If the
 opportunity arises we will definitely call
              on you again!”
How to bring

PROFIT                 to
the bottom line from
event staffing
Turning Revenue Into Profit

                  • Use Technology
 You’ve               – Caterease / ADP Enterprise

                  •   Estimate Properly
 sold it,
                  •   Capture Data
  now             •   Evaluate
 keep it!         •   Re-invest
Estimating Labor

Supervisor, Lead Culinary, and Lead Bartender come
to the commissary – Billed at $30per hr

All others meet on site – Billed at $25 per hour

Client is charged for all hours dedicated to the
production of the event
EVENT EXAMPLE

Event 6:30pm – 10:30pm

Call time: 2pm
Departure: 3pm
Arrival on site: 4pm
Event set-up: 4pm – 6:30pm
Event: 6:30pm – 10:30pm
Breakdown: 10:30pm – 11:30pm
Return to the commissary – 12:30

Leads billed for 10½ hours
All others billed for 7½ hours
AUTOMATING THE PROCESS

Caterease used for estimating the labor

ADP Enterprise software used for employee schedule
management
  Staff control their available to work.
  Leadership uses Enterprise software
  to manage abilities and skill levels

Service manager clicks staffing button
when time to schedule
All necessary reports, event related data,
and scheduling data is pushed up from
Caterease to Enterprise

Enterprise auto fills the shifts based on skill level and
availability

Service manager approves and/or edits schedule.

Enterprise pushes details to the service team –
location, Google map, schedule, appropriate event
details, and co-worker/supervisor details.

Enterprise then pushes the scheduling information
back down to Caterease. Shifts are now replaced with
names so sales is informed who is working their event.
CAPTURING THE HOURS WORKED

• Geo-fencing technology allows staff to use their smart
  phones to clock in when they arrive to the event location and
  forces clock out when they depart the site

• Service manager reviews and approves the hours in
  Enterprise. Actual hours worked are then pushed back down
  to Caterease.

• Automatic notification is sent to Sales if additional billing is
  necessary.

•    Job costing / P&L reports are automatically generated and
    sent to management.

• Enterprise automatically sends the data to ADP Total Source
  for paycheck creation.
Process Flow - Blueprint
                           CATEREASE




Time Collection    ADP ENTERPRISE ETIME




                        TOTALSOURCE


                  © Copyright 2011 ADP Inc. Proprietary
                                        ,
                      and Confidential Information
Time and Labor Management – ROI ($2+mil Payroll)
$82,500.00 - Error Rate (4%)

$61,750.00 – Lost Time (15 Minutes)

$39,950.00 – Recovery of Excess OT (5% $98K/40% Recovery)
Reduce lost / “stolen” time
 Eliminate errors
 Eliminate manual process
 Pay policy misinterpretation
 Improved efficiency, productivity
 Overtime management tools
 Mitigate risk of non-compliance


                    ESTIMATED ANNUAL TOTAL SAVINGS


                                  $184,200.00
The ROI
• Gives clients piece
  of mind knowing
  they are only charged for
  the hours worked.

• Keeps honest people honest

• Eliminates time consuming manual entry into time
  keeping system. (100+ hours per week)

• Eliminates human errors
Thank You!
To download a copy of my slides, go to:
   http://www.slideshare.net/WarrenDietel

Warren Dietel| warren@puffnstuff.com |
407.398.6306
www.facebook.com/puffnstuffcatering
Twitter: @pscatering

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Ps 12 catersource_service

  • 1. Event Staff Innovation Making Event Staff a Profit Center Presented by: Warren Dietel, President & Owner Orlando, FL
  • 2. My Story Warren Dietel, Owner & President • Reside in Winter Park • Entrepreneurial from the beginning • Professional Experience – Car Detailing, Puff ‘n Stuff Catering, Disney Weddings, Disney Institute, Scott Kay • Purchased PnSC in 2003 • Current ICA board member and regular speaker for the ICA, NACE and The Special Event
  • 3. The Puff Story • Opened in 1980 by mom and dad • Purchased in 2003, annual sales of $1.8M, at operational limit • Infrastructure required improvements to support growth • Positive reputation in the community • Tremendous potential + aggressive growth plan = 267% growth in 3 years
  • 4. The Puff Story • Over 400 staff members strong (50 FT) – Diversifying segment base • Expanded the award-winning team into the Tampa market with an acquisition and opening of a second office • Five exclusive venues & many more preferred
  • 5. Today’s Session Caterers make money on food, beverage, rentals, décor and many other services, but are often willing to settle for breaking even or even loose money on event staff. Today, learn new thoughts and structures that can positively impact the profitability of service staff at events.
  • 7. How to recruit, hire, and train an ENGAGED event staff team
  • 8. Employee Engagement Employee Engagement is a positive attitude held by the employees towards the organization and its values. An engaged employee is aware of business context, and works with colleagues to improve performance within the job for the benefit of the organization.
  • 9. Recruit, Hire & Train With Precision • Fish in the right pond – Employee referrals – Hospitality and traditional colleges – Young professionals – Staffing agency partnership • Be upfront about expectations, responsibilities & opportunities • Immerse new hires in your company culture and values
  • 10. Mission, Vision & Values • Develop a picture of today, tomorrow, and what governs decisions • Put the foundation in place to support excellence and growth • Use an outside source to assist with development • Create a plan that includes assessment of and future planning for – Management – Staff – Customer Base – Research and Development – Human Resources – Operations – Sales and Marketing – Financial – Technology
  • 11. The Mission A mission statement is a brief written statement of the purpose of a company or organization. Ideally, a mission statement guides the actions of the organization, spells out its overall goal, provides a sense of direction, and guides decision making for all levels of management.
  • 12. Vision A vision statement outlines what the organization wants to be. It concentrates on the future. It is a source of inspiration. It provides clear decision-making criteria. Puff ‘n Stuff Catering will possess the systems and procedures necessary to provide the foundation for excellence and profitable growth. We will be recognized as the event/catering organization of choice by our team members and clients.
  • 13. Core Values Core values reflect what is truly important to an organization. These values do not change from time to time, situation to situation, or person to person, but are the underpinning of a company’s culture. Professional – In behaviors and appearance Respect – For self, team members and clients Own – Accountable for each others’ success and safety Anticipate – Serving team member and clients needs Communicate – Timely, accurately and honestly
  • 14. Creating Engagement Leadership must: • Acknowledge individual contributions • Deliver supportive feedback • Foster collaborative interdepartmental working relationships • Provide empowerment that promotes success • Discuss expectations that set clear, challenging and attainable performance goals • Show that you and the company care about employees and their success • Trust and get out of the way
  • 15. “When you give a little respect you get a more effective organization, with reduced turnover and absenteeism and employees at all levels who are engaged, focused, and committed to succeed as a team. In short, you get maximum ROI from your organization’s most powerful resource: its people!” Paul Marciano,
  • 16. Happy Staff = Willing Staff! At the Salvador Dali Museum in St. Pete, Florida.
  • 17. STATE OF THE PUFF • Annual meeting • Know your audience – cater to them • Fun atmosphere – get global message across then have fun • Recognize success • Share the future • Avoid discipline • Anniversary lunch
  • 18. How an established TRAINING system can directly effect the PAY rate for event staff
  • 19. • Trained staff equate to less hours needed to produce the same task • Allows company to be competitive in marketplace • Results in higher hourly wages • Greater success potential even when faced with difficult situations • Work is fairly distributed
  • 20. • Ability to hire for attitude As leaders, it is and values – train for skill! our • General SOPs & Steps of responsibility Service to ensure • Consistency and use of technology everyone • Specific for new events & understands concepts the value of • Consider same day/pre- training event OJT
  • 21.
  • 22. Event Specific Training – Restaurant 20.12
  • 23. Event Specific Training – Restaurant 20.12
  • 24. Event Specific Training – Restaurant 20.12
  • 25. Direct Implications – Structure #1 Basic Structure – 2 Pay Tiers • On-call Employees • Lower hourly rate, basic event skills • Supervisors • Promoted from within, earn the most hours, have diverse skills
  • 26. Direct Implications – Structure #2 Advanced Structure – Multiple Pay Tiers 1. Entry level ($8-9 per hour) - Ex. Basic steps of service, culture and core values, waiting tables, butler-passing 2. Mid level ($9-11 per hour) - Ex. Setting rooms, section leadership, interfacing with clients and venue staff 3. Captain level ($12-15 per hour) - Ex. Meeting with Sales Team pre-event, loading and verifying truck packing sheets, supervising event set-up and execution 4. Specialists – Bartenders, culinary, venue managers, etc. 5. Department Managers – promote from within to lead an entire team Connect the value of training programs and graduations to higher pay and responsibilities
  • 27. Indirect Implications • Well trained staff earn higher and more frequent gratuities on top of hourly wages • And the drama factor is reduced because they are happy and appreciative of their jobs
  • 28. Gratuities Gratuities in addition to higher hourly wages are a very powerful motivator - employees can understand and see the connection between their performance and their rewards. “When employees think, act and feel like owners… everybody wins.” - Jack Stack
  • 29. The power of CONFIDENCE!
  • 30. How to EDUCATE your clients about event staff
  • 31. Tell Your Story! “Sell the benefit, not the feature.” • Training • Uniforms • Event Impact • Guest Satisfaction • Share Positive Client Feedback
  • 32. Communicate your unique value • Own a distinct place in the mind of your customers. You purchase that place by promising and delivering value • Tell stories of how you solve problems for others on your client facing communication • Make it personal and connect it! • Do not allow yourself to become a commodity • Use names and real experiences – Charles Schwalb, Joe Love, Cake Disasters
  • 34. Client Feedback “I want to give a special acknowledgement to Emerald. She was very professional, calm and organized. I really appreciated the fact that she came to check on ME a couple times to see if I needed anything personally. It was a busy night for me and when you host, you know you don't get much time to enjoy anything yourself. If the opportunity arises we will definitely call on you again!”
  • 35. How to bring PROFIT to the bottom line from event staffing
  • 36. Turning Revenue Into Profit • Use Technology You’ve – Caterease / ADP Enterprise • Estimate Properly sold it, • Capture Data now • Evaluate keep it! • Re-invest
  • 37. Estimating Labor Supervisor, Lead Culinary, and Lead Bartender come to the commissary – Billed at $30per hr All others meet on site – Billed at $25 per hour Client is charged for all hours dedicated to the production of the event
  • 38. EVENT EXAMPLE Event 6:30pm – 10:30pm Call time: 2pm Departure: 3pm Arrival on site: 4pm Event set-up: 4pm – 6:30pm Event: 6:30pm – 10:30pm Breakdown: 10:30pm – 11:30pm Return to the commissary – 12:30 Leads billed for 10½ hours All others billed for 7½ hours
  • 39. AUTOMATING THE PROCESS Caterease used for estimating the labor ADP Enterprise software used for employee schedule management Staff control their available to work. Leadership uses Enterprise software to manage abilities and skill levels Service manager clicks staffing button when time to schedule
  • 40. All necessary reports, event related data, and scheduling data is pushed up from Caterease to Enterprise Enterprise auto fills the shifts based on skill level and availability Service manager approves and/or edits schedule. Enterprise pushes details to the service team – location, Google map, schedule, appropriate event details, and co-worker/supervisor details. Enterprise then pushes the scheduling information back down to Caterease. Shifts are now replaced with names so sales is informed who is working their event.
  • 41. CAPTURING THE HOURS WORKED • Geo-fencing technology allows staff to use their smart phones to clock in when they arrive to the event location and forces clock out when they depart the site • Service manager reviews and approves the hours in Enterprise. Actual hours worked are then pushed back down to Caterease. • Automatic notification is sent to Sales if additional billing is necessary. • Job costing / P&L reports are automatically generated and sent to management. • Enterprise automatically sends the data to ADP Total Source for paycheck creation.
  • 42. Process Flow - Blueprint CATEREASE Time Collection ADP ENTERPRISE ETIME TOTALSOURCE © Copyright 2011 ADP Inc. Proprietary , and Confidential Information
  • 43. Time and Labor Management – ROI ($2+mil Payroll) $82,500.00 - Error Rate (4%) $61,750.00 – Lost Time (15 Minutes) $39,950.00 – Recovery of Excess OT (5% $98K/40% Recovery) Reduce lost / “stolen” time  Eliminate errors  Eliminate manual process  Pay policy misinterpretation  Improved efficiency, productivity  Overtime management tools  Mitigate risk of non-compliance ESTIMATED ANNUAL TOTAL SAVINGS $184,200.00
  • 44. The ROI • Gives clients piece of mind knowing they are only charged for the hours worked. • Keeps honest people honest • Eliminates time consuming manual entry into time keeping system. (100+ hours per week) • Eliminates human errors
  • 45. Thank You! To download a copy of my slides, go to: http://www.slideshare.net/WarrenDietel Warren Dietel| warren@puffnstuff.com | 407.398.6306 www.facebook.com/puffnstuffcatering Twitter: @pscatering