Catering sales managers promote and sell venue space, food, and beverages for special events. They plan parties, offer tours of the property, organize tastings, create floor plans, and act as a point of contact for clients and vendors. They also focus on acquiring new business and maintaining communication with previous customers.
Hotels, resorts and other catering facilities often employ one or more catering sales managers. A person’s primary role in this position is to promote and sell venue space, along with food and beverages, for all types of special events. He or she usually has extensive experience planning parties such as wedding celebrations, awards banquets, fundraising galas, and other social and corporate functions. A catering manager doesn’t just sell food, drinks and space for an event – he sells an overall experience.
The catering sales manager is responsible for selling event space to prospective businesses or individuals planning large or small celebrations. This can be achieved by offering tours of the property, whilst pointing out the benefits of hosting a function in the location it represents. Location, amenities, menu options and existing decor are all factors that can influence a buyer’s decision.
Once an event is booked and confirmed at a venue, the catering manager will usually organize a tasting menu for customer approval. At that time, the party host is able to taste the proposed menu items that his guests can enjoy. Often the food and beverage manager and chef will introduce themselves to the customer during this meeting.
Once the menu is selected, a Banquet Event Order (BEO) is created to describe the specific needs of the function. The BEO is basically a communication form sent to all departments that have any involvement with the event. There are often numerous individuals working together to ensure that carefully laid out plans are properly executed.
The catering sales manager is usually responsible for creating a floor plan of the chosen space, such as a ballroom or tent if the event is held outdoors. It usually indicates where the tables will be placed, the size and location of the dance floor and stage, and other elements that can be used. Any additional energy required for the event is usually calculated and noted as well. If additional power is required for entertainment or special lighting, the catering manager is generally responsible for communicating this information in advance to the appropriate department.
On the day of the event, the catering sales manager is usually on site while employees are preparing. He acts as a point of contact for the client, event planners and external vendors. During the royal feast, this individual usually works in tandem with the assigned banquet captain to ensure that everything goes smoothly.
As the title implies, there is a heavy emphasis on the sales side of the industry. Generally, the catering sales manager is dedicated to spending a considerable amount of his time acquiring new business, as well as maintaining communication with previous customers, in hopes of gaining repeat business. This individual also works on industry related events to market the hotel or venue.
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