Www.beverlyclarktraining.com Photo by John Unrue Welcome to the CMAA’s World Conference 5 Ways to Increase Club Revenues by Maximizing Catering Sales.

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Presentation transcript:

Photo by John Unrue Welcome to the CMAA’s World Conference 5 Ways to Increase Club Revenues by Maximizing Catering Sales

Photo by John Unrue Lynne LaFond DeLuca Sr. VP, Business Development & Education Beverly Clark Hospitality Training

5 Ways to Increase Club Revenues by Maximizing Catering Sales Creative and Consistent Sales Management The ONLY 3 ways to Increase Private Event/Catering Sales Partnering Within the Club to Drive Revenues Writing and Effectively Utilizing a Private Event Marketing Plan Increasing Your Revenue in the Next 30 Days!

Creative and Consistent Sales Management Creation and utilization of a highly productive F&B revenue team Weekly catering sales team meetings and checklist Inspiration & Incentives!

The 3 Ways To Increase Your Revenues 1. Increase the number of events you do 2. Increase the size of the events 3. Increase the per- event revenues Photo by John Unrue

The 3 Ways To Increase Your Revenues 1. Increase the number of events you do  Member vs. Non-Member Events  Advertising Exposure  New Markets Multi-Cultural Weddings Corporate Business Non-Profits/Charitable  Seek out and cultivate new relationships with the best in the business  Read, Read, Read... Become the expert  Write, Write, Write! Make yourself known as an expert Photo by John Unrue

The 3 Ways To Increase Your Revenues 2.Increase the size of the events  Minimums  Get Involved, Communicate, Stay in Touch Photo by John Unrue

The 3 Ways To Increase Your Revenues 3.Increase the per-event revenues  Trend Watch & Upselling  Vendor Relationships  Creating Experiences  Re-positioning in the Marketplace to Attract a Higher-End Event Photo by John Unrue

Partnering Within the Club to Drive Revenues Utilize Your Revenue Team! Membership Golf Tennis Fitness

Writing and Effectively Utilizing a Catering/Private Event Marketing Plan Write it Down! How will I: 1. Increase the number of weddings & events I do? 2. Increase the size of the events? 3. Increase the per-event revenues? Photo by John Unrue

Components of a Well-Written Catering/Private Event Marketing Plan Quantifiable Goals  Member and Non-Member Action Items with Descriptions Anticipated Revenue Assignment of Responsibilities Timeline Expected Expenses Photo by John Unrue

The Plan Before “THE” Plan Competitive Analysis  Market position S.F.S.W.O.T. (Successes, Failures, Strengths, Weaknesses, Opportunities, Threats)  Target Markets

Marketing Plan Follow-Through Your marketing plan becomes your “to-do” list – follow it to the letter! Track results and financial returns Create “gap” plans Make notes to adjust marketing tactics for next time, if necessary Discuss progress at your weekly sales meetings

Increasing Your Revenue in the Next 30 Days! “Create Your Own” Events  Holiday Events  Golf Tournaments Upselling  Currently Booked Events Relationships = Referrals  Members  Event & Wedding Planners  Competition

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Questions?? Thank You... Have an inspired day!