Social Architecture TM Are You Maximizing Student Engagement & Potential Revenue Opportunities? Presented by: Mark Kraner, George Mason University David Porter, Porter Khouw Consulting

Your Hosts Mark Kraner Executive Director of Campus Retail Operations George Mason University H. David Porter, FCSI, Author President & CEO Porter Khouw Consulting, Inc.

Key Points 3. Optimum Self Op/Contract What are the steps to secure an optimum program? What are the elements of an optimum program? 2. Optimum Program What is the optimum program for your campus? What are the steps to determine the optimum program? 1. Social Architecture TM What does it mean?How can it effect your campus?

Gravitational Pull Toward dining venues Emotional Connections Students & school Social Energy Universal Appeal Sense of Community Heartbeat/Living Room/Kitchen Design Meaningful Social Connections Last a Lifetime D What Is Social Architecture? TM

Compelling Benefits of Social Architecture TM Higher Recruitment Capture Rates Higher Retention Rates Higher Quality Housing Higher Graduation Rates Higher GPA’s Higher % Alumni Involvement

How To Determine the Optimum Dining Program

Ask Yourself These Questions  What is the optimum dining program for our unique campus?  How do we organize dining in order to optimize social engagement?  Do we need to enhance facilities?  What will it cost?  How do we secure the optimum contract (as applicable)? D

 Multi-year, complex & large contracts require expert guidance.  With so much at stake, it's critical to use independent & objective experts to facilitate a proven process and negotiate on your behalf.  If you represent yourself, you have a fool for a client. Seek Independent Insights D

Determine Who You Are What makes your campus unique? Demographics Geography Culture Traditions Preferences Growth plans/enrollment Political environment Financial realities GOAL: To expand & enhance the student dining experience. D

Determine Who You Are  Ask these questions:  What is your retention rate?  What is your missed meal factor?  Is meal plan participation up or down?  Are the meal plans a good value or not? Can students use their meal plans when they want to?  Is there a lack of social connectivity on campus?  Does the program attract or subtract from student life on campus? D

Market Research  Interview students & stakeholders.  Directors of admissions, housing, res life and advancement (retention)  Residential & commuter students  Faculty & staff  Catering customers & conference planners  Campus administrators  Determine customers’ perceptions regarding:  Hours of operation Monday-Friday & Saturday and Sunday  Menu variety  Meal plans  Methods of service  Locations  Ambiance  Speed of service  Customer service D

Market Research  Survey the campus community including students, faculty & staff.  Where are customers eating off campus/calling for delivery?  What time of day/night?  How do they pay for purchases?  What they do now is a better indication of what they will do.  Use market research determine where the program is lacking & where opportunities lie. D

Market Research  Evaluate your facilities.  Do they meet today’s standards or are they in a time warp?  Are they competitive with your cross applicant schools?  How much deferred maintenance exists? D

Optimum Dining Program  Develop the optimum dining program for YOUR campus.  Elements should include:  Concepts  Brands  Hours (Monday-Friday & weekends)  Menu variety  Meal plans  Methods of service  Methods of payment  Locations  Ambiance  Speed of service  Customer service D

Optimum Dining Program  Financial consequences  How will meal plan participation change?  How much more labor will you need or how can the current labor be better utilized? Can you reduce labor?  If you open new locations, how many operating days will they be open and what will the average check be?  How will your operating expenses change?  How much can you anticipate growing your bottom line in a five-year period? D

Optimum Dining Program  Identify necessary facility changes.  Facilities should be designed to functionally support the optimum dining program.  Do the current spaces need to enlarged or redesigned to ensure easy customer throughput & the ability to provide top- notch service?  How many customers does each facility need to support at the peak meal period? Will this change in the future?  How much will it cost to make changes? Before After D

M

 Evaluate what changes (i.e. expansions) would need to be made to the venues below based on campus growth:  Johnson Center  Southside  Eisenhower/Ike’s  SUB I  Propose alternate program to ensure that the growing number of residential students will have the optimum foodservice & meal plan options over the next five to 10 years.  Competitively rebid the foodservice operations. M Case Study: George Mason University Scope of Services

 PKC’s initial study showed that in order to provide service to approximately 28,000 campus community members in the future with no change to the meal plans or other campus retail venues, Mason will need to:  Expand the Johnson Center food court by 21,538 sq. ft.  Expand Southside by 3,317 sq. ft.  Expand Ike’s by 10,328 sq. ft.  New NW dining venue: 11,264 sq. ft. M Status Quo Summary

 If an aggressive JC expansion is a non-starter, PKC recommends considering a solution that requires reduced expansion of JC Food Court & Ike’s and significantly increases student involvement & reinforces neighborhood living/dining.  This plan would allow Mason to:  Offer value-added meal plans that would provide anytime dining in three neighborhood dining venues by 2017 (two by 2014)  Expand hours of operation seven days a week  Grow capacity in the JC Food Court by encouraging residential students to dine together in their neighborhoods, thereby increasing business from customers currently driven out of the JC Food Court by meal equivalencies.  Increase annual revenues M Alternate Optimum Anytime Dining Demand Management Solution

The DNA of a Successful Anytime Dining Program Anytime Dining Meal Plans Continuous Hours of Operation Extended Hours of Operation Menu Variety & Selection State-of-the-art Facilities Retail Approach Optimum Value D

Aquia/Northwest Neighborhood Shenandoah/President’s Park Neighborhood Rappahannock/Northeast Neighborhood Campus Neighborhoods Building Community M

Optimum Residential Dining At Mason Pilot House Hours: 24/7 Southside Dining Commons 7 a.m.-9 p.m. Monday-Friday & 11 a.m.-9 p.m. Saturday & Sunday New Residential Dining Hall in Presidents Park Opens for Anytime Dining: Fall 2014 Ike’s Opens for anytime dining Fall 2012 Hours: 24/7 Ike’s converted back to programming space in Fall 2014 New NW Dining Hall Opens for Anytime Dining: Fall /7 M

Unlimited 24/7 Access Anytime Dining Meal Plans Three Guest Meal Passes Per Semester Anytime Silver $150 in Dining Dollars Per Semester Six Guest Meal Passes Per Semester Anytime Gold $300 in Dining Dollars Per Semester Ten Guest Meal Passes Per Semester Anytime Platinum D

 Increase revenue of $130,000,000 over next 10 years. D Optimize Revenue Potential

Students presented new OPTIMUM dining program to Board of Trustees & received approval... D Securing An Optimum Contract With A Focus on Social Architecture TM

Tell contractors what the optimum dining program is going to be…. Then ask them to bid on it….. Encourage elaboration…. Don’t Ask……Tell

RFP Development Pre-bid Conference Proposal Evaluation Finalist Interview Contract Negotiation Contract Enforcement D Optimum Contract Process

RFP Development – Operator Selection  No program ambiguity  Clearly articulated financial goals  Foodservice Program  Location(s)  Menu variety & selection  Catering  Hours of operation  Technical Section  Appendices  Draft Management Agreement D

Sample RFP Menu Profile: No Ambiguity! D

Pre-bid Conference – Operator Selection  Describe process to date.  Highlight key elements of the RFP.  Collect questions.  Tour all dining venues & campus. D

Bid Integrity Evaluation – Operator Selection  Evaluate each bid in accordance with scoring methodology.  Overall program  Training  Sustainability  Catering  Compare financial bids line by line to ensure integrity of responses.  Bid response vs. RFP requirements  Rank bidding contractors based on their responses to the bid specifications. D

D Proposal Evaluation

Bid Integrity Evaluation: Management Candidates  Require finalists to bring dining manager & catering manager candidates to the interview.  Interview these candidates separately from regional & district managers.  Determine candidates’ strengths & weaknesses  How involved were these candidates in preparing this response? How much do they know about your program?  Determine if his/her personality is the right fit for your campus.  The success or failure of a contracted campus dining program often is a result of the dining director’s and/or catering manager’s job performance. D

Contract Negotiations  Secure executed agreement  Memorialize what has been bid  Construct of accountability  Proposed services/program elements vs. last minute changes—beware!  There is no scenario where an unsigned agreement benefits school.  Be prepared to walk away  Secure executed agreement  Start transition D

Compliance Checks  No later than the end of Year 1 of the contract, rehire your independent advocate to evaluate how the contractor is/is not implementing all aspects of the dining program as outlined in the contract.  Conduct market research to determine customer satisfaction.  Eat in the facilities to determine menu variety, quality, cleanliness, etc.  Meet with campus administrators to gain insights. D

Recap of Key Points 3. Optimum Self Op/Contract What are the steps to secure an optimum program? What are the elements of an optimum program? 2. Optimum Program What is the optimum program for your campus? What are the steps to determine the optimum program? 1. Social Architecture TM What does it mean?How can it effect your campus?

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Mark Kraner: David Porter: – – LinkedIn: H. David Porter Thank You! Questions?