Florida Restaurant and Lodging February/March 2012 by John Baker

HEALAN, FIALKOFF NAMED HOTELIER, SUPPLIER OF THE YEAR

O F F I C I A L P U B L I C AT I O N O F T H E F LO R I DA R E S TA U R A N T & LO D G I N G A S S O C I AT I O N

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Bonefish Grill named FRLA 2012 Restaurateur of the Year winners

WWW.rEStaurantandlOdging.COm

JOHN COOPER

CHRIS PARKER 1966-2004

TIM CURCI EFFECTIVE MARCH 15, 2012

New Accessibility Requirements for Swimming Pools and Spas: See Page 33

“ With Heartland you know.” “Heartland’s endorsement by the Florida Restaurant & Lodging Association and its ability to save us on fees were key to our decision to switch credit card processors seven years ago. Plus, we value Heartland’s timely payment turnaround.” David & Elizabeth Gwynn, Proprietors Cypress Restaurant, Tallahassee

As the fifth largest payments processor in the country, we understand the needs of businesses of all sizes. That’s why we offer custom solutions like card processing, data security, payroll and gift marketing to help your business prosper. Get to know Heartland. Visit us at HeartlandTallahassee.com or call 866.941.1477 2 F eb rua ry/ M a rch

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“Like” us at www.fb.me/HeartlandHPY

F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n

F rom t h e c h a i r m a n ’ s de sk Chairman

Bruce Craul

Legendary Inc. & Hospitality Inc., Destin Chairman-Elect

Andrew Reiss

Andrew’s Downtown, Tallahassee Secretary-Treasurer

Jim McManemon, Jr. Ritz-Carlton, Amelia Island

Carlos Molinet

The Molinet Institute

Mitch Doren City Walk/Universal, Orlando

Matt Halme

Outback Steakhouse Inc., Tampa Immediate Past Chair

Dave Reid

Miller’s Ale House, Jupiter President/CEO

Carol B. Dover, fmp EDITOR

Susie R. McKinley email: susie@mckinleyhome.com

M AG A ZINE

Publication Manager

John M. Baker

john@restaurantandlodging.com Advertising

Leslie L. Baker

850-545-5023 • leslie@restaurantandlodging.com Production assistant

Victoria J. Connell

victoria@restaurantandlodging.com Published By

Destination Communications, Inc. 1334 Timberlane Rd., Tallahassee, FL 32312 Phone: 850-545-1362 • Fax: 850-907-8245 Florida Restaurant & Lodging magazine is the official publication of the Florida Restaurant & Lodging Association, Inc. (FRLA). FRLA reserves the right to accept, modify, or reject any and all content submitted for publication, whether paid or otherwise, solely at its discretion. Unless otherwise expressly indicated, FRLA does not endorse or warrant any products or services contained herein. In addition, unless otherwise expressly noted, the opinions expressed herein are those of the authors and not necessarily those of FRLA, its directors, officers, members, or staff. Content submissions may be made to the Publisher’s Office by regular mail or by e-mail. Please note that submitted materials will not be returned. FRLA Headquarters 230 S. Adams St. Tallahassee, FL 32301 850/224-2250 Fax: 850/224-9213

Publisher’s Address 1334 Timberlane Rd. Tallahassee, FL 32312 850/545-1362 Fax: 850/907-8245

Ad Rates and Submission Guidelines at www.RestaurantAndLodging.com Florida Restaurant & Lodging magazine (USPS 002-629; ISSN 104403640) is published bi-monthly. FRLA Members receive this publication as part of their membership dues. Non-members receive it as a marketing and promotion effort to inform the Florida foodservice and lodging industry of efforts made on its behalf by FRLA. Printing and mailing services: Boyd Brothers Printing, Inc., Panama City, FL. Address may bera sent FRLA, PO Box 1779, Tallahassee, FL wchanges w w.Res t au n tto: A nd Lodgi ng.com 32302 or via email to susana@frla.org. Subscription address changes (digital or US Mail, can be made at www.RestaurantAndLodging.com, and click the Manage Subscription tab.

Simple Things You Can Do To Make 2012 Better Than Last Year

s we begin each year, the common denominator is almost always a spirit of optimism for the new year ahead. This year feels a little different to me, and judging from the conversations I have with others, I am not alone in this regard. There is a lot of uncertainty. Our national debt, the world economy, continued political unrest in the Middle East, new threats emerging regarding nuclear power, unemployment, banks that won’t lend money, and will we ever be able to retire, just to name some of the issues that lead to the uncertainty. So where is all of the optimism I started out with? It is still there, but it is underneath my concerns over whether or not the average American thinks that he or she can make a difference. I spoke about the Power of One on the night I was installed as Chairman, and I will probably mention that theme throughout the year because it needs to be a subtitle to our Mission and Vision this year. No one wants this year to be a repeat of 2011, or the year before that, or the year before that. What can you do personally this year that will enable you to look back and say you made a difference? Let’s focus on just a few points since a long list could be too overwhelming: Ensure your employees vote in the upcoming elections • Provide transportation to and from the polls. Pay employees for the time used for voting. • Educate employees about the issues that will impact jobs, personal well-being and the industry. • Remind employees how close the election was when all eyes were on Florida and we heard the words “hanging chad” for the first time. • The Iowa caucus was so close it was a “toss-up” between Romney and Santorum. Every vote counts. Sharpen the Sword • Each week at our staff meeting, I ask at random a staff member what he or she learned in the last week. That is what the term “sharpening the sword” means. Imagine if every staff member and every employee learned something new and significant every week, or even every day? By the way, when the staff member describes what he or she learned, the other twenty folks in the room may either learn something new, or obtain enough information to want to learn more about what was presented. Information and Technology • You can’t separate these two words. They go hand and hand. It has been said by many, that this year’s advances in technology will equal the advances of the last five years. Think about that, five years ago we didn’t even put the two words “smart” and “phone” together in the same sentence. These advances remind me of an old phrase that still applies: Make dust or eat dust. Time • My favorite four letter word next to “next.” • We all have the same amount of it, yet some people sure get a lot more done with the same amount they have, or you have, right? I believe if we do all of the above we will free up time to do the most important things in our business; get closer to our customer, listen to our employees, and be able to MBWA (Management by Wondering Around) from In Search of Excellence, by Thomas B. Peters. – Bruce craul 2012 Chairman of the Board, Florida Restaurant and Lodging Association

ALERT: Destination Resort Casino Bill Dead (for Now) HB 487 did not make it out of the House Business and Consumer Affairs Subcommittee. On Friday, Feb. 3, the subcommittee chaired by Rep. Holder, temporarily postponed the Destination Resort Casino bill at the request of the sponsor. Because this committee does not meet again during the 2012 legislative session, the bill is effectively dead. This is a major victory for The Florida Restaurant & Lodging Association who has been fighting the bill since its inception. Carol Dover, President and CEO of the FRLA, testified at the hearing. A special thank you to Brian Quinn and Jim Harris for traveling across the state F lo r i da R estau r a n t & Lo d g i n g 3 to testify on hospitality’s interest.

contents February/march 2012 • WWW.RESTAURANTANDLODGING.COM

11 FRLA Hall of Fame Awards FRLA honors Tim Curci and John Cooper of Bonefish Grill with the 2012 Restaurateur Hall of Fame Award. Jack B. Healan, Jr., Certified Hotel Administrator is awarded 2012 Hotelier of the year, and CustomTakeOutBags Foodservice Consultants is 2012 Supplier of the Year.

18 The Renaissance Vinoy Resort

Located on St. Petersburg’s downtown waterfront, the Renaissance Vinoy Resort and Golf Club originally opened in 1925, and after closing for 18 years reopened in 1992 with a $95M renovation.

29 Top Marketing Trends Key tactics restaurant operators will use this year are predicted to include signature items, such as Bonefish Grill’s Bang Bang Shrimp appetizer, and coupon personalization through Groupon, LivingSocial, and other similar social coupon sites.

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Departments

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From the Chairman’s Desk Simple Things To Make 2012 Better Chefs That Sizzle Kelly Marshall, Wyndham Tampa, Westshore CEO Forecast Dave Hadelman, Regional Manager, Hooters of America, LLC In The Capitol Florida Tourism Day Winter Board Meeting FRLA Installs 2012 Executive Committee A La Carte Top 20 Menu Trends; LivingSocial/FRLA Relationship Movers & Shakers Spotlight on Tony Davenport; Chester Wheeler, Tijuana Flats Food Trucks Cravings: Serving Delicious & Fast Food in Downtown Tallahassee Wine Tips Late Winter Wine Tips from Bull & Bear Minimum Wage Florida’s Minimum Wage and Tip Credits Chef de Cuisine Cory York named Chef de Cuisine of deep blu seafood grille Social Media Beyond the Basics: Pay Per Click Advertising Food Safety High-Risk Foods: Raw Milk and Raw Milk Products Sustainability Sustainability is Survivability Industry Outstanding Guest Experience for Individuals with Disabilities In the Panhandle Blues, Brews & BBQ Brings Out the Culinary Best Business Climate Florida Wise to Think Before Acting on Immigration Reform Foundation Florida LMP Competitions Membership Benefits FRLA Working for Members CPFM Exam Schedule Register at www.SafeStaff.org FRLA Strategic Plan 2012-2016 F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

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F lo r i da R estau r a n t & Lo d g i n g â&#x20AC;&#x201A;

KELLY MARSHALL

wYndHAM TAMPA, weSTSHORe

rowing up in Boston, Chef Kelly Marshall started her career in the hospitality industry as a cook at the age of 16 and hasn’t looked back. As a senior in high school, she attended Johnson & Wales university in Providence, Rhode Island and earned a bachelor’s degree in culinary arts while working in her first hotel, the Radisson Airport Hotel in Warwick. After graduation Marshall began her career in culinary management at a Boston institution, Legal Sea Foods, and from there worked in several food service establishments and taught college culinary classes. After a particularly bad winter, Chef Marshall and her husband moved to Tampa, where she was hired as executive sous chef at the (then Quorum Hotel Tampa) Wyndham Tampa Westshore and was promoted to executive chef before the age of 30. Marshall juggles the responsibility of running culinary operations for the 272 room Wyndham Tampa Westshore, including the Blue Water Grill restaurant and 12,000 square feet of meeting space, with being a mother to two little girls. In 2011 Marshall and her team swept three of three awards at Top Chef of the Year Tampa Bay 2011: Top Chef of the Year, Top Philanthropic Chef of the Year, and Best Table Design.

Please describe your restaurant concepts:

The Blue Water Grill at the Wyndham Tampa Westshore is open for breakfast, lunch, and dinner every day. A full-breakfast buffet is offered seven days a week featuring everything from healthy choices, like fresh berries and macadamia muesli, to the far more decadent “best bacon you’ve ever had,” as well as an a la carte menu. Bistrostyle lunch and dinner menus focus on great sandwiches, inventive salads and delicious soups and mains.

Does the Tampa Bay Area inspire your menu?

We are lucky to be able to play with many different types of cuisines and styles of food at the hotel. We are not married to any one style and it makes every day interesting. Tampa Bay itself has such great ethnic diversity, and some great mom and pop restaurants that have sprung from that, as well as a burgeoning foodie culture that, while small in quantity, makes up for in quality.

Please describe some of your most popular menu items: Our burgers have always been super popular. We use Meyer’s all natural Angus beef and the quality is just spectacular. We have a great Tuscano Chicken sandwich, which is balsamic-marinated, grilled chicken served open-faced on toasted focaccia, with an artichoke-boursin spread, roasted tomatoes, fresh mozzarella and baby spinach. My favorite salad is our Panzanella Florentine, which combines baby spinach, focaccia, tomatoes, olives and cucumbers with a creamy goat cheese-tomato vinaigrette. We recently participated in the 1st annual Taste of Westshore, where we served mojo braised pulled pork shoulder over an arepa con queso with key lime aioli -

HotChef? Are You Considered Among 2012 Florida’s Hottest Chefs?

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and I promised at least a hundred people that it will go on our new menu!

What are your specialties?

I gravitate most towards the cuisines of the Mediterranean - Italian, Greek, Spanish, and to a Chef Kelly Marshall lesser degree, French. I use a lot of citrus, garlic and herbs, chevre and romano. (If I wasn’t a chef, I would be a goat and sheep farmer and cheesemaker!) I tend towards the whimsical. I like food not only to taste fabulous, but also to amuse. For instance, my winning menu for Top Chef Tampa Bay 2011 was based on the song, “These Are a Few of My Favorite Things” from the movie, The Sound of Music. And I’m not into frou-frou things. I much prefer a rustic presentation that thrills your taste buds to something that is precisely plated, trendy, but tastes “…eh….” For example, recently we stayed at a hotel in another city for my eldest daughter’s birthday. I ordered the most basic chocolate dessert I could find off of room service to stick a candle in as a spontaneous, fun-ending to her birthday. It was a beautiful hotel, and they served a dessert that looked beautiful - a many-layered chocolate napoleon- but the taste and texture were all wrong. And here was my epiphany: that sometimes people just want “…a big ol’ slab of chocolate cake, thick with buttercream….” Never choose style over substance. It’s just food, don’t over complicate it.

To what do you attribute your success?

Tenacity. Perseverance. Determination. Supportive mentors that give you space to flap your wings.

Did growing up in the Northeast influence your style?

Yes, from both a culinary and management style standpoint. Root vegetables in fall and winter. Lobster fresh off my cousin’s boat, blueberry cake and fresh garden tomato sandwiches in the summer. I’m still not quite used to living here because I do miss the distinct seasons and everything that comes with that. My personality and management style used to be a bit more “...shall we say blunt?” Florida’s weather and people have softened me up somewhat.

What is your favorite dish to eat that you’ve created?

This is kind of a tough question. I do a lot of variations of either a pasta, like large pearl couscous or fregola sarda, or a grain, like quinoa, with lemon, olive oil, tomatoes, olives, other vegetables, herbs, and sometimes cheese, that can be served either hot or cold. It satisfies my craving for carbs and my craving for tartness, while not being too horribly bad for me.

Know a chef who is creating a buzz with innovative cuisine, exceptional presentation or fresh new ideas? FRLA wants to tell the state about them in a bi-monthly feature in FR&L Magazine. Submit your favorite chef du jour to susie@mckinleyhome.com. Please include a brief explanation of why your submission should be considered one of the hottest chefs in Florida. Be sure to include restaurant and contact F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n information. Submissions will be featured in FR&L Magazine as Chefs That Sizzle!

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new Site to educate Consumers on differences Between Resorts and Rentals from individuals

BY MICHELLE F. LACEWELL, APR t’s hot and you’re sandy. You’ve walked back from the beach in the warm summer sun and you’re ready to get back into the air conditioning and relax before dinner. But, you have just realized you forgot your room key. You’re locked out. You call the front desk of the resort for assistance only to be told they cannot help you. Without their help, what are your options? After trying to pry the door open you notice a tree which reaches your balcony. You decide to climb the tree to get back into your condo. Trying not to draw attention to yourself as you climb, you think, minus your dignity what else have you sacrificed by renting your vacation condo from an individual and not the resort where you are staying? Though it may sound farfetched, it’s not. During the summer of 2010 at a resort on Panama City Beach, Florida a vacationer did exactly that because she did not rent her condo through the resort. She rented her vacation condo from an individual owner through a website similar to VRBO. With the lodging industry becoming greatly influenced by owners renting their units directly to consumers, advocacy for professional hotel, lodging and rental management companies is needed. With the story above in mind, and the complex nature of this issue, staymonkey.com was born.

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The core focus of the staymonkey.com is education and advocacy. Educating consumers on the value created by professional hotels, rental management companies, or resorts is vital. Staymonkey. com provides information to combat the current consumer perception that price is the only factor when choosing where to book a vacation stay. The site details other considerations for consumers such as on-site maintenance, security, housekeeping and many other services offered by professional organizations. Staymonkey.com encourages consumers to provide their personal experiences when renting through owners as they would with professional companies. This is a critical function as currently consumers use sites like Tripadvisor.com to comment on their stays; by doing so the hotel or resort is accountable in the consumer review, not the owner. Through partnerships with state and national lodging associations, the Staymonkey.com staff keeps informed of proposed legislation or issues which affect the operations of rental management companies and hotels. Partner Promotion is also a key function of Staymonkey.com. Staymonkey.com partners receive company listing(s) and links directly to partner home page allowing consumers to research

and book their stay directly with the property. A Staymonkey.com branded “Seal of Approval” is provided to be a live link from the partner site to Staymonkey.com for third party consumer education. This seal will serve as a mark to distinguish hotels and resorts management companies who meet the standards of professionalism set by the Staymonkey.com team. These standards will be detailed on the Staymonkey.com website. Access to educational materials to share with owners and consumers, as well as legislative updates important to the lodging industry and advertising opportunities are all benefits of partnering with Staymonkey.com. The Staymonkey.com website will launch during the first quarter of 2012 and the momentum is building for this organization to play a vital role in educating consumers on the value of renting directly through hotels and vacation management professionals instead of individuals. FRLA members will receive preferred pricing on partnerships with Staymonkey.com. For more information on Staymonkey.com or how you can become a partner, visit the temporary site, Staymonkey.com. Stay safe when you travel with Staymonkey.com! Michelle F. Lacewell, APR is the Marketing director for The Resort Collection of Panama City beach.

F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n

F l or i da r e s tau r a n t & l od gi ng a s so c i at ion

forecast dave Hadelman

Regional Manager Central Florida & Lakeland Region Hooters of America, LLC

veteran of 35 years in the restaurant industry, Dave Hadelman started his career in the restaurant industry as a dishwasher/cook and worked his way up to become an Executive Chef. His journey to become a Regional Manager with Hooters America in the Orlando area includes experience as Director of Food and Beverage for a small chain, an Area Supervisor with Hooters, and Vice President of Operations for two other companies. He returned to Hooters where he currently oversees 9 restaurants. Hadelman is the 2012 & 2013 President of the Central Florida Chapter of the FRLA and sits on the FRLA State Board.

What do you think will be the biggest industry trend in the first half of 2012?

Dave Hadelman

What is the single greatest factor in the success of your business?

The Food Truck explosion seems to be growing by leaps and bounds. From upcoming Food Truck Wars being judged by local celebrity Chefs to Food Truck round ups being promoted by social media!

Without a doubt it’s the people and the training they receive to do their jobs. Today’s consumers have a higher expectation of service, hospitality, atmosphere and the overall experience for the money they spend.

What issue would you most like to see positively addressed by Florida’s legislature?

How has participation in the FRLA positively affected your business?

unemployment Compensation Tax Rate Hike HB 1061 – This is a big issue as it effects the trust funds causing the State to borrow money from the federal government.

The FRLA has kept us informed and current with the ever changing dynamics of today’s business trends, legislation and a place to have our voice heard where it counts!

Infinite Energy, Inc. is Florida’s largest independent natural gas provider, proudly serving Florida’s restaurants and hotels for over 10 years. Lock in all or a portion of your natural gas usage for up to 5 years so you can protect yourself against soaring energy prices and save money versus your local utility. Special discounts apply for FRLA members! Call 877-IVE GOT GAS for more information! w w w.res t au ra n t a nd lodgi ng.com

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i n t h e c a pi tol

Florida Tourism Day

Florida Tourism Day was held in Tallahassee on January 18, 2012. Governor Rick Scott, Agriculture and Consumer Services Commissioner Adam Putnam and DBPR Secretary Ken Lawson spoke to the group. Program activities were well-attended and the afternoon was spent by all attendees visiting with elected officials. Tourism Day finished the afternoon (and evening) with a street party on Adams Street. The gathering was effective and fun!

Representatives from The Egg Cafe and Eatery checking in at the Tourism Day registration desk

(L to R) Larry Pendleton, Florida Sports; Lindsey Guthrie, Film Florida; Chris Thompson, President-CEO, VISIT FLORIDA; Malinda Horton, Florida Association of Museums / Florida Trust for Historic Preservation; Governor Scott; Robert Skrob, Florida Association of Destination Marketing Organizations; Bobby Cornwell, Florida Association of RV Parks and Campgrounds; Bill Lupfer, Florida Attractions Association; Tony Lapi, Chairman of the Board, VISIT FLORIDA; Carol Dover, FRLA

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Governor Scott addressed the group acknowledging the importance of tourism to Florida’s economy

Student Volunteers from FSU’s Dedman School of Hospitality met Governor Scott

FRLA CEO, Carol Dover and VISIT FLORIDA CEO, Chris Thompson spent some time with Governor Scott

F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

F r l a awa r ds

Bonefish Grill

Restaurateur of the Year/Hall of Fame Award

he Florida Restaurant & Lodging Association has honored Tim Curci and John Cooper of Bonefish Grill with the prestigious 2012 Restaurateur Hall of Fame Award. The Hall of Fame award is recognized as the Association’s most coveted annual award with contenders having a personal record of industry achievement over a period of at least 20 years. Nominees must 2012 Restaurateur of the Year, John also attain career distinction of the highest level and be held in Cooper, Bonefish Grill high esteem for distinguished service to industry, community, charitable organizations and family. The idea for the restaurant was born from a “great catch.” Tim Curci and Chris Parker, both avid fishermen, decided to embark on an entrepreneurial adventure after a day of fishing for bonefish. On January 15, 2000 the first Bonefish Grill was born. Tim Curci is a graduate of the Culinary Institute of America and has more than 20 years of culinary experience. Prior to Bonefish, Curci was the Senior VicePresident of Operations for Hops Restaurant Bar and Brewery and handled menu and concept development along with operational systems for more than 60 restaurants in 10 states. While developing the concept, Hops was recognized by Nation’s Restaurant News as one of its “Hot Concepts.” In 2001, John Cooper joined forces with Tim and Chris to take their ideas to the next level. John’s career in the industry started with Steak ‘N Ale and Bennigans, and in 1988 he moved to Outback Steakhouse. Before moving to Bonefish, Cooper was an equity partner in Outback Steakhouse and also the President of Zazarac, a subsidiary of Outback. John helped expand Bonefish from 3 stores to 158 stores in 29 states. In 2004, Bonefish sadly lost one of its founders, Chris Parker in a boating accident. Tim and John continue to honor his memory by keeping the legacy of Bonefish Grill alive and thriving. Both Tim and John are actively involved in several different philanthropies, including the Outback Steakhouse/ Orlando Magic Youth Foundation Golf Tournament. At Bonefish, not only is the food good, the conJohn Cooper Chris Parker (1966-2004) Tim Curci cept is award-winning. Most recently, in late 2011, Bonefish Grill won the highest honors in six categories in the 2011 ZAGAT Survey of National Chain Restaurants including Top Overall Restaurant in the full-service category. The Hall of Fame Award was presented to Cooper at the FRLA Winter Board Meeting in Destin, Florida in December 2011. Congratulations Tim and John!

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f r l a awa r ds

2012 Hotelier of the Year/Hall of Fame Award

Jack B. Healan, Jr., CHA

“

In 1992 Jack was appointed by the late Governor Lawton Chiles to serve on the newly created Florida Commission on Tourism. He served as ViceChairman of the Florida Commission on Tourism and as the Chairman of Visit Florida, Inc. in 2000.

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he Florida Restaurant and Lodging Association presented its 2012 Hotelier Hall of Fame Award to Jack Healan, of the Omni Amelia Island Plantation during FRLA’s Winter Board Meeting in

Destin, Florida. Healan, 66, was President of the northeast Florida resort/residential community, Amelia Island Plantation Company, from 1990 to 2010. Prior to joining Amelia Island Plantation on June 27, 1978, Healan was Vice President and Controller of the Sea Pines Company on Hilton Head Island, South Carolina and served as Controller for the Sea Pines Plantation Company. From 1970 to 1975, Mr. Healan held several positions with the Sea Pines Company from Staff Accountant to Corporate Accounting Manager in the management of the Sea Pines Company. Prior to joining the Sea Pines Company, Jack worked as a flight instructor and corporate pilot. Jack is active in his community, having served as President of the Amelia Island/ Fernandina Beach Chamber of Commerce. He currently serves as a member of the Nassau County Tourist Development Council and has served on that Board since its inception. He is on the Advisory Board of Compass Bank – Jacksonville, FL, and served as a Director of the Federal Reserve Bank Atlanta – Jacksonville Branch, for six years completing his final term in 2010. He also serves as a member of the Board of Directors of Baptist Medical Center – Nassau. He is a past member of the Metro YMCA Board of Directors, which serves all YMCA organizations in northeast Florida. Jack has been active in the lodging industry, having served as the past President of the Florida Hotel & Motel Association. In 1991 Healan captured FH&MA’s highest award by being named Florida’s Hotelier of the Year. He is a member of the Board of Directors of the American Hotel & Lodging Association, and in June of 2003 he was honored by that organization with the Lawson A. Odde Award, which is given annually to a member of the Board of Directors, recognizing outstanding

contributions to the advancement of the lodging industry and communications between the state, local and national associations. He is also on the Resort Committee of the American Hotel & Lodging Association, having served as its Chairman in 2003. In March of 1999, Yesawich, Pepperdine & Brown and the Resort Forum presented him the Resort Executive of the Year award. He is a past Board member of the Hotel and Restaurant Advisory Council for the State of Florida. He earned Certified Hotel Administrator status through the AH&MA in 1984. Jack also served on the Board of Governors of the Florida Chamber of Commerce. In 1992 Jack was appointed by the late Governor Lawton Chiles to serve on the newly created Florida Commission on Tourism. He served as Vice-Chairman of the Florida Commission on Tourism and as the Chairman of Visit Florida, Inc. in 2000. In 1992, he was appointed to be a Trustee of the Florida Hotel/ Motel Association Workers’ Compensation Fund. The Workers’ Compensation Fund is now the Florida Hospitality Mutual Insurance Company, and he currently serves as its Chairman. In August 1995, Jack was inducted into the Florida Tourism Hall of Fame, and in October 1995, he was appointed by then U.S. Representative Tillie Fowler to serve as a delegate to the White House Conference on Travel and Tourism. Healan is a native of Rock Hill, South Carolina, and a graduate of the Citadel with a B.S. Degree in Business Administration. He served in the United States Marine Corps, including a tour in Vietnam. The Healan family resides on Amelia Island Plantation. He and his wife Karen have two children and two grandchildren. While working at Amelia Island Plantation, Jack “coined” the phrase: “We are committed to making people happy”. Well, Jack you have. Congratulations!

F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

2012 FRLA SUPPLieR OF THe YeAR

CTB Foodservice Consultants

he Florida Restaurant & Lodging Association is proud to announce CTB Foodservice Consultants as the 2012 Supplier of the Year. CTB owns and operates CustomTakeOutBags.com and also represents a number of other companies that help foodservice operators improve efficiencies through reducing costs, building brands, filling seats and staff training. Their portfolio of offerings can be found on their website at www.ctbfsc.com. As an Allied Member of the FRLA for the last five years, CTB President Jason Fialkoff has found that his relationship with the Association has been very rewarding and has helped him grow the business throughout the state. CustomTakeOutBags developed from Jason’s family business which was started by his father and grandfather in 1960. The company started as a supplier of customized packaging products to department stores in the Northeast. Over time, the company had to modify its approach as regional department stores began to disappear. In 2007, Jason and his brother, Eric, were looking to expand the business into the hospitality industry, and they saw Florida as a huge opportunity. Jason met with Dan Murphy, Vice President of Membership and Corporate Relations for the FRLA; they put together a plan, and he hasn’t looked back ever since. Nor has the FRLA. Few suppliers have made such efforts in connecting with the hospitality industry like CTB has. Jason notes that “…CTB’s business has grown since partnering with the FRLA. As an Allied Member, CTB benefits from the many opportunities that the FRLA makes available to meet and mingle with members from across the state.” Further, Jason says “This is a great group of people that we get to not only work with, but also become friends with. And as we all know, in hospitality, we love to do business with our friends. The members of the FRLA that I have come to know, love and be fortunate enough to do business with are all very loyal and grateful to the allied members that support their Association”.

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Jason and his brother created CTB Foodservice Consultants in 2008 when they began representing other companies to their client base and needed a way to showcase all of the companies (currently seven) under one umbrella. Since becoming an allied member of the FRLA, Jason and CTB have given their all in getting involved and promoting the interests of the Association. And involved he is. Jason is past Chairman of the state’s Allied Members Council and currently serves on the Central Florida Chapter’s board as Vice President of Membership. Jason also tries to attend other FRLA chapter meetings and events whenever possible. CTB is also a proud sponsor of many of the state’s events each year. Dan Murphy has enjoyed working with CTB and notes “Jason has been a hit with our members and staff since his grand entrance as a sponsor at his first FRLA Winter Board meeting in 2007. I believe he walked away knowing just about all 250 plus people attending the meeting. He could give lessons on how to network at events. He is that good. He is just one of those vendors that “gets it”. He knows how to take full advantage of the sponsorship and membership opportunities available via the FRLA. He also understands the importance of giving back to the people and organizations that have helped him and his company grow over the years. He is good stuff.” When Jason isn’t busy with the business or FRLA he enjoys cheering for the Giants and Yankees and of course his sons Jacob and Colby in whatever sport they happen to be playing. Jason also has a daughter Kendall who isn’t quite old enough to start sports yet but is ready to go. He also enjoys boating, wake boarding, going to concerts, spending time with his friends and maybe smoking an occasional cigar. FRLA is grateful to Jason and CTB Foodservice Consultants for the commitment to the industry and the Association and is looking forward to working with them for a long time to come. Congratulations on being named the 2012 Supplier of the Year!

“

...This is a great group of people that we get to not only work with, but also become friends with. And as we all know, in hospitality, we love to do business with our friends.

”

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w i n t e r b oa r d m e e t i ng

FRLA Installs 2012 Executive Committee at Winter Board Meeting The Florida Restaurant & Lodging Association (FRLA) installed their 2012 Executive Committee and industry leader award winners at its annual Gala and Awards Dinner held Tuesday evening, December 6, 2011. The installation ceremony was held during FRLA’s Winter Board Meeting held December 5-7, 2011 at the Emerald Grande at Harborwalk Village in Destin, Florida.

2011 Chairman Dave Reid, Miller’s Ale House swearing in 2012 FRLA Chairman, Bruce Craul, Legendary, Inc.

Kimberlee Vandervoorn, United Healthcare, Debbie Craul, Emerald Grande, Carlos Molinet, The Molinet Institute, Lynne Hernandez, FRLA South Florida Regional Director, Bruce Craul, 2012 FRLA Chairman, Legendary, Inc.

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F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n

2012 FRLA Executive Committee: Dave Reid, Miller’s Ale House, Jim McManemon, Ritz-Carlton Amelia Island, Andrew Reiss, Andrew’s Capital Grille & Bar, FRLA CEO, Carol Dover, 2012 FRLA Chairman, Bruce Craul, Legendary, Inc., Mitch Doren, Universal Studios Orlando, and Carlos Molinet, Hilton Ft. Lauderdale Marina

Kevin Bugasch,Terminix, Stephanie Murdoch, FRLA Central Florida Regional Director, George Rosado, Terminix, with Scott Sutek and Brian Wills, USBCI 2012 Supplier of the Year, Jason Fialkoff with his family and David Hadelman, Hooters North America, Brian Cooper, McCormick & Schmicks, and Mitch Doren, Universal Studios, Orlando

Jim McManamon, Ritz Carlton Amelia Island with Bob & Pam Kirsher, Broken Egg Restaurants

Richard Shaw, Terressentia, Brian Cooper, McCormick & Schmick’s, Al & Penny Gardner, A&L Associates, Eddie Nickell and Nick Olivieri, FMI Restaurant Group, and Nicole DiPietro, Tijuana Flats

EcoLab Team

2012 Supplier of the Year, Jason Fialkoff, CTB Foodservice Consultants with FRLA CEO, Carol Dover w w w.Res t au ra n t A nd Lodgi ng.com

2012 Restaurateur of the Year, John Cooper, Bonefish Grill

2012 Hotelier of the Year, Jack Healan, Omni Amelia Island Plantation Resort F lo r i da R estau r a n t & Lo d g i n g

a l a c a rt e National Restaurant Association’s 2012

Top 20 Menu Trends* urbanspoon is a highly-rated app available for iPhone, iTouch or iPad. It provides users with local restaurant information and covers the uS, Canada and urban areas of the uK and Australia. using GPS, it locates eateries in user’s area. users can read and write reviews, look at pricing, network with friends, and make reservations. This ultra-popular app will drive traffic to you! Check it out: www. urbanspoon.com

1. Locally sourced meats and seafood 2. Locally grown produce 3. Healthful kids’ meals 4. Hyper-local items 5. Sustainability as a culinary theme 6. Children’s nutrition as a culinary theme 7. Gluten-free/food allergy-conscious items 8. Locally produced wine and beer 9. Sustainable seafood 10. Whole grain items in kids’ meals 11. Newly fabricated cuts of meat 12. Farm/estate-branded items 13. Food trucks/street food 14. Artisan spirits 15. House-made/artisan ice cream 16. Health/nutrition as a culinary theme 17. Non-traditional fish 18. Fruit/vegetable kids’ side items 19. Children’s mini-meals (i.e. smaller versions of adult menu items) 20. Culinary cocktails *Results from the national Restaurant Association’s “What’s in 2012” survey of nearly 1,800 professional chefs. To see results of the entire survey visit: www.restaurant.org/foodtrends.

he Food Network’s South Beach Wine and Food Festival presented by FOOD & WINE will be held February 23-26, 2012. SOBEWFF will be hosted by Southern Wine and Spirits of Florida and Florida International university and will benefit FIu’s Chaplin School of Hospitality and Tourism Management. In 2011, attendance at the Festival grew to 55,000. With 35 to 40 events, the Festival touches all of the bases of the food and drink industries. There is no doubt that your favorite chef, sommelier, culinary professional or mixologist will be attending! For more information about the Festival visit 2012.sobefest.com

LivingSocial/FRLA Relationship To Promote Online Marketing Efforts

Cool Web Pages Jaxson’s Ice Cream Parlor and Restaurant has a cool web page! From great photos of ice cream creations and snazzy menu items, to videos, photos and ratings by travel authorities such as Zagat, this web page has it all! Check it out for a little fun! www.jaxsonsicecream.com

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ivingSocial has announced a new relationship with The Florida Restaurant & Lodging Association to further educate Florida restaurant operators about the benefits of online marketing. As part of the sponsorship, LivingSocial will have a presence at FRLA chapter and statewide events and become one of the go-to marketing industry resources for the association. LivingSocial provides restaurateurs with an effective, measurable marketing platform to attract and retain new customers. From Instant to Daily Deals to high-end Gourmet experiences, LivingSocial offers a full suite of services to help food service merchants expand their reach and interact with new customers in ways they can customize for their needs. “We look forward to our partnering with LivingSocial to provide additional guidance to our members about the various marketing options available to improve their bottom line,” said Carol Dover, President/CEO of the Florida Restaurant & Lodging Association. “We see

this relationship as an opportunity to assist our members in taking full advantage of the many benefits social media marketing has to offer.” About Livingsocial Livingsocial helps people around the world find, share and enjoy great local deals and new experiences. We’ll help you get more out of your city. Through its daily deal e-mails and alerts, Livingsocial introduces members to handpicked local businesses, products or services each day at significant savings. With a range of products for different interests, like Families and Adventures, Livingsocial helps delight members with the perfect deal for them. other services include Livingsocial escapes, which features easy “vacations in a box” to leading destinations, and Livingsocial instant, which helps members discover real-time discounts at nearby restaurants, stores and businesses. Livingsocial works with each merchant partner to create customized marketing solutions that attract and retain loyal, long-term customers. based in Washington, d.C., Livingsocial now has more than 46 million members in 25 countries. F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n

moV e r s & sh a k e r s

SPOTLiGHT On

Beacon South Beach Hotel Achieves

Tony Davenport Certified Guest Service Property Status

s Vice President of the Florida Region for Restaurant Programs of America, LLC (RPA), Tony Davenport has been a hospitality insurance specialist since 1985. He is known throughout the hospitality industry for his honesty and integrity. As a life-long Floridian, Tony understands the importance of the Industry to the business of Florida. He is a fourth generation “conch” and was born and raised in Key West, Florida. In addition to those credentials, Tony graduated from the university of Florida. Prior to getting into the insurance business, he taught high school and coached football for five years. Tony is currently a member of FRLA’s Allied Member Council and is also Co-Chair of the FRLA Insurance Council. Tony has developed many pro- Tony Davenport grams to cover the specific needs of today’s hospitality industry and continuously strives to offer personalized service to all of his clients, from independent owners to multi-unit chains. RPA is a “full-service insurance agency focused exclusively on the restaurant industry”. RPA has been in the insurance business for more than 40 years. Initially covering businesses in the New York and New Jersey region, RPA has expanded its business to handle many different areas of the united States. “RPA’s reputation as the go-to source for restaurant insurance is based in three key elements: experience, focus and integrity. For more information about RPA, contact Tony or visit: www. rpamerica.com. As an Allied Member of FRLA, Tony Davenport has been an important player both on the Allied Member Council and the FRLA Insurance Council. The FRLA is pleased to work with Tony and RPA and truly appreciates the efforts they make on behalf of Industry. When Tony isn’t working on behalf of Industry members, Tony enjoys great food and is passionate about micro-breweries and India Pale Ales. Thanks again Tony for all you do for FRLA!

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he American Hotel & Lodging Educational Institute (EI) has awarded the Beacon South Beach Hotel in Miami, Florida, with the prestigious Certified Guest Service Property designation. Guest Service Gold, a guest service training program from EI, trains employees and properties how to achieve a new standard of exceptional service based on the philosophy of emotionally engaging with guests in memorable and exceptional ways. There are three main components to Guest Service Gold: training, employee certification, and property certification. In order for the Beacon Hotel to be designated a Certified Guest Service Property, every employee was required to complete specific training and pass a comprehensive exam. “Exceptional customer service is a number one priority at the Beacon South Beach Hotel,” said Elvis Taylor, general manager of the Beacon South Beach Hotel. “While we are always looking to improve benefits and amenities for our guests, we are also working to ensure they receive outstanding service on property. EI’s Guest Service Gold certification is just one more way we demonstrate our commitment to our guests.” Twenty-eight team members at the Beacon South Beach Hotel received the Certified Guest Service Professional designation at the completion of their training and the hotel was presented with a plaque denoting its achievement. The property celebrated its achievement with an award ceremony at the property that included a cake and refreshments. To learn more about guest service gold and the Certified guest service Property and Certified guest service Professional designations, visit www.ahlei.org/guestservicegold, or call 800-752-4567 or 517-3728800. outside the u.s. and Canada, call 407-999-8100.

Chester Wheeler, Tijuana Flats Chester Wheeler, father of Brian Wheeler and first investor in Tijuana Flats Restaurants, passed away recently due to complications from cancer. Chester Wheeler loaned Brian $20,000.00 to open Tijuana Flats’ first restaurant in Orlando in 1995. The chain now has more than 70 locations.

WCTV Tallahassee Reporter Lauren Searcy Joins FRLA as Press Secretary The Florida Restaurant and Lodging Association has announced the hiring of Lauren Searcy as its new Press Secretary. The former Good Morning Show host for WCTV, the CBS-affiliate in Tallahassee, Florida, officially joined the FRLA team on Monday, November 28, 2011. “We are thrilled to have someone of Lauren’s caliber joining the Florida Restaurant and Lodging Association as Press Secretary,” said Carol Dover, FRLAs President/CEO. “Her experience as a trusted professional in media and public relations will be a tremendous asset to our over 10,000 member organization.” Searcy has been working with the public, local and state governments and non-profits for the past four years serving as anchor, reporter and producer for the station. She is originally from Jacksonville, Florida and a graduate of Florida State university with a B.A. in Communications. F lo r i da r estau r a n t & lo d g i n g

The

Renaissance Vinoy Resort

a conversation with Russell C. Bond, General Manager by Susie McKinley he Renaissance Vinoy Resort and Golf Club is a beautiful hotel located on St. Petersburg’s “downtown waterfront.”

How long has this historic property been open?

The Vinoy Park Hotel originally opened in 1925, continued through 1974 and was then closed for 18 years. It was saved by the voters of St. Pete from the wrecking ball in the 80’s. In 1992, the Stouffer Vinoy Resort (now Renaissance Vinoy Resort and Golf Club) opened after a $95M total renovation and restoration. We are now celebrating 20 years.

Do you know what the vision of the original owners was?

As the story goes, the birth of the Vinoy was the result of a friendly bet one evening in 1923. Three gentlemen -the professional golfer, Walter Hagen; Gene Elliott, a builder and Aymer Vinoy Laughner, were enjoying cocktails at the Laughner home just across the street from what is now the Renaissance Vinoy Resort and Golf Club.

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Mr. Elliott and Mr. Laughner bet Walter Hagen that he couldn’t hit a golf ball off the face of a pocket watch without breaking the crystal. He was successful several times. That night they determined that the area across from the Laughner home should be the location for a world-class resort. Eleven months later (amazing by any standard), the Vinoy Park Hotel opened.

Can you explain to readers what your History Gallery is?

About 6 years ago, we convinced our owners to invest in and improve the presentation of our long history. We are on the National Registry of Historical Places and Arts, culture and history are all important for the success of the Vinoy and Downtown St. Petersburg. We have always done and continue to offer History Tours to resort guests and locals every Wednesday through Saturday at 10:30 a.m. Our historian, Elaine Normile, and several other docents conduct the very popular tours. Our History Gallery includes a time line from 1900 to the present; several versions of Vinoy china from over the years; post cards from our earlier years, details of the original construction and numerous photos. F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

What makes your hotel unique?

Our physical presence is definitely an iconic Mediterranean revival structure. Our lobby floors and pecky-cypress beamed lobby ceilings are the originals from 1925. We have been totally modernized, but hold on to and continue to relish our history. Our guest room and guest bathrooms are great size – many historic hotels aren’t as fortunate.

What are your signature amenities?

Most know us because of our front porch. Grab a book, an iPad or the Tampa Bay Times Newspaper and watch the comings and goings of our active resort. Enjoy a coffee, an afternoon cocktail and appetizers or enjoy guitar music and a night cap from our Verandah Bar or one of our rocking chairs overlooking our Marina, Straub Park and Tampa Bay. Also our three-meal restaurant, Marchand’s Bar and Grill occupies the space of the original Vinoy Dining Room. Much of the original sten-

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ciling remains. Our Sunday Brunch continues to be very popular for special occasions each week.

Your Marina and Pool Area are beautiful! Please describe these guest areas.

Managing a 72-slip marina at our front door is a unique amenity for a downtown resort. We offer annual leases as well as daily rental. Both include access to our resort facilities. Many folks arrive by boat and spend the weekend exploring downtown St. Petersburg – whether for a weekend concert in the park or several of our museums including the incredible new $36 million Dali Museum or the Chihuly Collection just steps from the Resort and Marina. Our large resort pool overlooks Tampa Bay and downtown St. Petersburg.

The Vinoy Golf Club is a private course for guests and Club members affiliated with the Resort. Can you provide

some information to readers about the Course and its proximity to the Hotel?

The Vinoy Golf Club is a private facility which is located just 1.5 miles away from the resort and is only accessible to our resort guests and our Vinoy Golf Club Members. We offer regular shuttle service to our guests. The course is 6,500 yards from the gold tees. We are Audubon-certified so wildlife is evident including Ospreys, Roseate Spoonbills and Egrets. Lakes and sands are evident so the course can be a challenge for a low handicapper but also an enjoyable experience for less-skilled players.

Have you seen the tastes of your guests change over the years?

Just recently we have completed a renovation of our historic lobby – while the transformation is dramatic, we feel we are better meeting the demands of our current and future guests. We have incorporated numerous seating areas, a F lo r i da R estau r a n t & Lo d g i n g

Renaissance library with fireplace and Illy coffee café. We already are seeing our guests and locals alike, having impromptu business meetings, or just doing work on their iPad or laptop with a cup of coffee or a glass of wine. Until recently, guests would check in, head to their room, plug in and order Room Service. Now many guests want to be around others while still being productive.

How has the hotel changed since it opened? i.e. décor, amenities, guest activities, etc.

Having been open for almost 20 years now, our décor has changed several times. Our design firm, Leo A Daly, has worked with our Renaissance-brand folks to ensure that we are staying current, but also holding on to and being respectful of our historic roots. About two years ago, we added a Dale Chihuly chandelier to the Vinoy Grand Ballroom. It is a one-of-akind and works well in it’s traditional space. The demographics in St. Pete have changed dramatically. The median age in St. Petersburg now is less than 40 years old. In the 1970’s, the median age was 55. This has led us to increase our recreational activities including the expansion of our Health Club, Spinning Classes several times a week, more Yoga, Pilates and Zumba Classes as well as more activities for children

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(Kid’s Yoga, pool activities, Jr. Golf and Tennis).

Has the resort revised its employee training and/or policies over the years to accommodate guests?

Dress codes have been relaxed for both resort guests as well as our ambassadors (associates). For years our staff, starting with me, wore a suit and tie. Over time, it became more and more awkward with guests wearing polo shirts and shorts enjoying the Florida climate. We now wear suits with opencollar dress shirts in most areas.

How do you keep your employees engaged and motivated?

Our destination has improved dramatically over the last ten years. Business levels continue to increase which means solid gainful employment with a great company like Marriott. I believe our team understands that they work for a first-class resort and enjoy seeing our 80% annual occupancy which motivates them to provide great experiences for guests to return. Understanding that the hotel business isn’t for everyone, I think our team appreciates the benefits and opportunities that Marriott provides. On a local level, we offer free meals on holidays or for outstanding results, lots of giveaways for meals or weekend getaways; Incentive programs in several departments to name a few.

What is the most important thing you emphasize with staff about your customers?

We have got to come to work with a great attitude every day. Often we talk about approaching each guest interaction in the same way the ambassador would like to be treated if the roles were reversed. We try to make a difference, one guest at a time. We talk about handling any shortfalls where we haven’t met a guest’s expectations while they are still on site. Something that is more evident than ever, perhaps in our society in general, is that we all have less patience than ever. Everyone wants everything right now.

What critical or priority areas do you emphasize in training your staff?

A warm and welcoming attitude and providing friendly service goes a long way. If we fail, don’t make excuses, apologize and ask directly “what can we do to turn the situation around”?

What do you think are the keys to low employee turnover, and how have you managed turnover? Our hiring process is thorough. Assessments are done, several rounds of interviews follow.

F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

I believe that the efforts we make on the front-end of the process, although painful at times, pay great dividends. Our annual turnover generally runs in the 20-25% range. Additionally with a staff of 400 ambassadors and over 60% of them with five or more years of service in this crazy business, it creates a lot of peer pressure in terms of expected behavior. If you aren’t doing your fair share, your time here will likely be short.

What has been the greatest change in serving Vinoy guests over the years?

When I first arrived about 12 years ago, we seldom changed our restaurant menus more than once a year. Now with the incredible competition, it is important that we change menus 3 or 4 times per year so we stay relevant, fresh and on the radar screen. Technology from our side and the guests’ side too has made a difference in serving over the years. We can process more people and more quickly than ever, whether at check-in or in settling a guest check at the bar. From the guest’s standpoint, they expect internet connectivity more often, with more devices which can definitely be a challenge at times. Finally with our destination making dramatic improvements over the last few years, our guests are more satisfied with their experience and are returning more often and telling others about the “new” St. Pete!

What are the most important factors to the Vinoy’s longevity?

The pride of our staff, our Management Company and owners in the product and destination, coupled with support of the local community who over 30 years ago saved us from the wrecking ball really motivates us to continue serving. We constantly strive to meet and ideally exceed our guests’ high expectations. Most will say that the renovation and re-opening in 1992 has been the key to the incredible “Renaissance” of downtown St. Petersburg. The Renaissance Vinoy Resort and Golf Club – where arts, culture and activities meet Tampa Bay.

Secrets of Success Long-lived FRLA Member Business

This feature celebrates FRLA members that have been in business for a long period of time. It highlights these operators and provides insight into maintaining a long-lived business. If you have any suggestions or thoughts about this feature, please contact Susie McKinley at susie@mckinleyhome.com.

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F lo r i da R estau r a n t & Lo d g i n g

fo od t ruc k s

Cravings

by Susie McKinley

ood Trucks are a new trend in food service that is really catching on! Now and then FRL Magazine will highlight a successful food truck. We are starting this new feature with Cravings. Cravings serves delicious and fast food to go in downtown Tallahassee. FR&L Magazine visited with Johnathon Sellers (the co-owner) and the folks from Cravings to get their perspective on this hot trend. What is the Story Behind Cravings? We like to eat. We are also often on the go because like most students we are either: A. Running late for class or an appointment after hitting the snooze button five times instead of once or B. Well, let’s just refer to Point A. Motivated by the downturn of the 2009 recession, we bought a 1985 Chevy step van (Lazarus) in June 2010 with the hope of recreating the food truck culture that had taken America by storm. More than anything we wanted to capture the American dream so many before us had claimed. Describe your menu. Someone once described our menu as Southern Eclectic. I suppose because even though we serve shrimp and grits, we also serve chicken and waffles with our special twist on it. Who are your customers? Our customers/Cravers are awesome. The majority of them represent the student and young professional population of Tallahassee but we’re expanding to families by partnering with organizations like Pop Warner (youth football). What is your specialty? Our chicken and waffles, particularly the red velvet waffle with pecans and cream cheese glaze on top. Do you have a semi-permanent location? No, not at the moment. Do you have any “tips” for others who might be interested in starting a food truck? Research parking policies in your city before committing to a food truck. Across the nation, food truck owners are being met with challenges from local ordinances that do not permit trucks from parking in certain areas. Luckily, we were able to lobby and petition the city to update the ordinances to accommodate food trucks. Having a food truck isn’t a crystal stair. A lot of people believe that owning/operating a food truck is easy and that we make lots of money. False. Be prepared to work hard to make your vision grow. SM

Do you prepare all of your food in the truck or do you have another location that you use? We have a commissary where we prepare the food before it goes on the truck. 22 F eb rua ry/ M a rch

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WINE TIPS

Late Winter Wine Tips From Bull & Bear

is the winter dilemma in Florida – which wines to serve in a climate that is celebrated for its winter sunshine, yet unpredictable (and downright cozy) winter nights? Certainly, as the winter evenings get colder, Manny Belete, general manager of Bull & Bear at Waldorf Astoria Orlando, finds himself looking for comfort in red wine, especially those known to be full-bodied and lush. “We sell a lot of Cabernets in the winter months,” he said.

Winter Reds For an excellent winter warm-up, Belete suggests you try these hearty red favorites on the wine list at Bull & Bear: • Robert Mondavi Reserve Cabernet – this wine is rich and full of tannins, yet approachable. You get the full body, but without being heavy. • Atalon Merlot – this is a merlot that thinks it’s a cab! • For something different, try a Malbec from Argentina, which doesn’t have the fruitiness of Cabernet, or an intensely fruity and spicy red Zin from California. Winter Whites Although reds are the preferred wines of the winter months Florida’s milder winters open the door for white wines. “Once we hit spring break in Florida, most of our guests have their hearts set on summer,” said Belete. “In this case, a white wine is good for the soul.” These white wines on the wine list at Bull & Bear are perfect winter whites: • Conundrum – This white blend is complex and fruitier, and has a lush creamy texture that seems to have garnered popularity with females. • Mer Soleil by Caymus – a Chardonnay that features an oaky buttery finish.

• Cakebread Chardonnay – This is very similar to the Mer Soleil with less oak. “This is a favorite with our power hitters,” said Belete. Winter Citrus Since Bull & Bear’s menu features locally grown produce whenever possible, citrus-influenced dishes sometimes appear in the winter months. Here are a few choices that pair well with winter citrus: • Duckhorn Sauvignon Blanc – This dry, crisp and clean favorite is complex and focused. • Schloss Vollrads “Kabinett” Reisling - This German white is versatile, fruity and refreshing. Its elegant and delicate flavor sets it apart from its sweeter Reisling cousins. • For the true red wine loyalist, Belete recommends a refreshing offdry rose wine, which is now gaining a sophisticated new audience.

Bull & Bear is the signature restaurant at Waldorf Astoria Orlando. This fine dining restaurant – much like its legendary cousin in New York City – features renowned steaks and chops from the highest quality cuts of meat. In Orlando, Bull & Bear has a regionally inspired menu with a fine-dining flair, and has quickly become one of the most “talked about” restaurants in Central Florida. The beef is a stand out – especially the 36-ounce 28-day dry-aged prime-grade Tomahawk cut, which is carved and served tableside. The menu blends classic favorites with modern twists, like Crisp Pavé of Rockfish, served with roasted Zellwood corn and Maryland lump crab and crisped corn späetzel; the Pasta Explosion, which provides a delightful surprise inside hand-rolled noodles; and the Shrimp & Grits from Cape Canaveral, served in a smoke-infused dome with tasso ham and tomatillo chutney. Desserts are easily the most remarkable in Orlando, including “The Lemon,” a delightful confection served inside a preserved lemon. The restaurant recently “swept” the “Judges Choice” section of Orlando’s prestigious “Silver Spoon Awards” from the premiere local city magazine. Accolades included: Best Fine Dining, Best Desserts, Best Décor, and Best Service. In addition, the “Readers Choice” section included Best Server and Best Steakhouse.

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F lo r i da R estau r a n t & Lo d g i n g

m i n i m u m wag e

A LeTTeR TO indUSTRY

Florida’s Minimum Wage and Tip Credits With more and more issues pressing on the Industry’s “bottom line”, FRLA Magazine at times publishes letters from our members that provide insight to the struggles of running a business in Florida.

BY JERRY GABET

’m really frustrated! I pay a lot of taxes and work very hard in trying to run my business in a profitable and professional manner. Shouldn’t that be enough? Obviously the answer is no. In today’s world it’s critical to be aware of, and active (in some manner) in the legal and political sides of reality. For this article I’m going to concentrate on one issue that I believe demonstrates this need. Following a 2004 constitutional amendment, Florida is among 10 states that automatically raise minimum wage rates and Florida attached minimum wage increases to the Consumer Price Index (CPI). This means that every year the minimum wage goes up the same percentage that the CPI rises. The Employee Tip Credit

was also fixed to always be the Florida minimum wage amount minus $3.02. At that time, the minimum wage was $5.25, so that $5.25$3.02 equaled $2.13 and that amount is the minimum cash wage allowed by the federal government. unfortunately, due to CPI increases, the 2012 Florida Minimum wage is now set at $7.67 which is a 4.9% increase over 2011. This equates to tipped employee wages for 2012 to equal $7.67 - $3.02 = $4.65 per hour. That’s a 118% increase since 2004. My problem with this (and yours too, if you have tipped or minimum wage employees) is threefold. First, this is only the beginning as the CPI is expected to increase greatly each year for the next decade. The minimum wage impact from this will most likely be devastating. Secondly, what is the tip credit law doing Small Businesses

Bars & Restaurants

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attached to a minimum wage bill? This makes it very difficult to change, as it takes a constitutional amendment to do so. The great majority of employees that are affected by tip credit are paid substantially more than minimum wage. In many cases 3-4 times more. Thirdly, this is big money we’re talking about. My single unit restaurant, with just over $3million in sales, paid over 46,000 hours in tip credit wages last year. This equates to around $100,000 more in wages than I would pay if my business was in Georgia or any of the other approximately 18 states that still use laws that allow them to pay $2.13 per hour. Our high tip credit wages greatly impact our ability to hire additional staff, even though we’d like to do so. It also hurts our ability to expand the business and to pay our non-tip credit employees a higher wage. In addition, it contributes to inflation, as I need to pass on some of these costs to the consumer in order to stay solvent. As most of you already know, it’s extremely difficult to be profitable in today’s environment, and this law is a major impediment to profitability. The state does not benefit from this law as there is no state income tax, and it stymies new business growth, thereby hurting tax base growth. I just don’t get it, something must be done. A partial list of the current issues we hospitality professionals currently face would include: customers’ household spending decreases and the increasing “discount” mentality, unemployment taxes increasing by a 2-4 time multiple in past two years, liability insurance increases, health insurance cost uncertainty and increasing commodity costs under inflationary pressures. What this all means to me is that we all need to stand up and fight for issues that matter to us most. We just can’t sit around and expect others to do it or we really could end up without our businesses. Please write or call your political representatives and let them know how you feel about the minimum wage being attached to the consumer price index and about the need to change Florida’s treatment of tip credit wages. If you’re frustrated like I am…….do something! You have the power! Jerry gabet is the Ceo of Copeland’s of new orleans, Jacksonville Franchise.

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C h e f de c u i si n e

Wyndham Grand Orlando Resort Bonnet Creek Names

Cory York

yndham Grand Orlando Resort Bonnet Creek, Orlando’s newest upscale resort, has appointed Cory York as chef de cuisine of the resort’s signature restaurant, deep blu seafood grille. Chef York brings more than 15 years of culinary experience, including training in Pan Asian cuisine and knowledge of seafood sustainability, to the restaurant’s celebration of the bounty of sea and land. Chef York will oversee the direction and execution of deep blu seafood grille’s menu, specializing in a fusion of sustainable local seafood with the finest local organic produce Florida has to offer. His passion for working with seafood is a testament to his past experiences as executive chef and operating partner of both the Oceanaire Seafood Room in Charlotte, N.C., and Nantucket Seafood Grill in Greenville, S.C. Prior to joining the new, full-service hotel, Chef York was chef de cuisine of Orlando’s Grand Bohemian Hotel.

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Chef de Cuisine of deep blu seafood grille

“We are extremely fortunate to have Chef York leading the kitchen of deep blu seafood grille,” remarked Executive Chef Andrew Edwards who overseas the resort’s entire food and beverage program including five restaurants and bars. “With his passion for and understanding of sustainable and fresh seafood preparation, he is the perfect fit to the restaurant’s commitment to presenting guests with an unprecedented dining experience of compelling local flavor.” A Mississippi native who began his career as a saucier in a French bistro and trained at the Pennsylvania Institute of Culinary Arts, Chef York soon found his calling and passion for working with seafood on the Big Island of Hawaii staging at Roy Yamaguchi’s restaurant in the Hilton Waikoloa Village. He will look to fuse his Pan Asian expertise with an American modern twist on deep blu seafood grille’s distinctive menu. The one-of-a-kind experience at deep blu seafood grille features a Top Catch menu of six to eight of the day’s best selections with no

more than 36 hours between line and plate, handcrafted sushi, 1855 Brand Premium Black Angus Beef, creative cocktails and more. Chef York and the entire deep blu seafood grille staff are committed to providing guests with the freshest seafood, harvested utilizing sustainable methods only, flawlessly executed in the restaurant’s open-air kitchen and served in a manner that allows fresh taste and natural beauty of the ingredients to shine through. The restaurant serves dinner and special events upon request with a private dining room for up to 24 guests. For information about deep blu seafood grille at Wyndham Grand Orlando Resort Bonnet Creek or to make reservations, call (877) 999-3223 or visit www.wyndhamgrandorlando.com.

F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

s o c i a l m e di a

Beyond the Basics

Pay Per Click Advertising

by Conrad Saam ay per click, or PPC, is a common method of paying for advertising impressions. People who advertise via PPC only pay when someone clicks on their ad. Google AdWords is the largest PPC provider due to their massive reach. The other major players are Bing (Microsoft) and Yahoo. The Quality Score In the early days of PPC advertising, the advertiser who appeared the highest was the one with the highest per-click bid. But now your ad ranking is determined by both your per-click bid and your Quality Score. For each keyword you bid on, you’ll get a Quality Score (QS) between 1 and 10. Your ad ranking for each keyword is based on factors that include both the pay-per-click bid and the quality score for that keyword. The QS is the search engines’ way of favoring ads that have a high click-through rate. Those ads are favored, both because people click on them (which makes them money) and because they’re likely to be the most relevant ads (which also makes them money). They also want to avoid favoring ads that nobody clicks on or that turn out to be misleading, because that harms the AdWords brand. The QS helps Google to make sure that ads are both relevant and highquality – that is, so that visitors who click on an ad get to a landing page that satisfies them. How is QS Calculated? As with the engines’ methods of determining which pages rank for given queries, the search engines deliberately keep the inner workings of the quality score secret as proprietary information. But Google has released the following list of factors that affect the QS: • The click-through rate for the keyword and the ad on Google. • The click-through rate of the ads and keywords in your account. • The click-through rate for display URLS in that ad group. • The quality of the landing page that your ad leads to. • How relevant the keyword is to ads in the group the ad appears in. • How relevant both the keyword and the ad are to the search query. • How your account performs in the same region of the country that your ad shows. w w w.Res t au ra n t A nd Lodgi ng.com

Make no mistake: pay per click marketing is hard, and most of the reason for that is tied to the Quality Score. Account Structure Below, I’ll describe the basic structure for running a pay per click campaign. I’m using Google as the example here – both Yahoo and Bing have very similar approaches, although some of the vernacular is different. Google AdWords follows a particular structure: Your account includes campaigns, which are broken down into ad groups, which are further broken down into Keywords & Ads, like so: Account > Campaigns > Ad Groups > Keywords & Ads. For each campaign, you get to select for your ads both where and when they will appear. The “where” is very important – geotargeting ensures your ads will only show up to searchers within your geographic area. For example, there are 193 restaurants across the country with “Vinny’s” in the title. There is no need to bid for clicks for Vinny’s Italian Restaurant outside of your restaurant’s immediate area. Then you choose the keywords that trigger each ad at the Ad Group level. You also designate what page those users who click on your ad will land on. Don’t make the mistake that many advertisers make: being generic. You don’t want to just come up with a huge list of every keyword you can think of and connect each to one piece of ad copy, then send every user who clicks on your ad to your home page. You’ll do a lot better if you have more than one piece of ad copy and attach different groups of keywords to different pieces, and send clickers to the most appropriate pages on your site. By creating more than one ad group, you can match the most relevant ad copy with the best keywords for it, and send those who click on your ad to the most appropriate landing page for what you hope they’re looking for. Doing so will raise your click-through rates and QS, which means that you rank higher and pay less. You’ll also win more genuine interest for your restaurant. Tips for Good Ad Copy • Capitalize the first letter of every keyword in your ad. This increases the click-through rate for that ad.

• Use your keyword in your ad copy. This also increases your click-through rate, because if a searcher uses that keyword in a Google search, it will be bolded in your ad. • Create different versions of your ad. This way, you can perform A/B testing on each ad. A/B testing is the process of scientifically finding out which ads generate more interest. What Are Content Network And Search Network Ads? Your ads can appear in front of potential customers in one of two ways. They can show up in searches, so that when a user types in a query, your ad shows up in the list of results for that search. Or they can appear when users are browsing a website, through Google’s content network. Content network ads appear spliced in with the website’s content. Make sure you separate your content network ads and your search ads at the campaign level in Google AdWords. The two types of ads may not sound very different, but they perform very differently. And content network ads may sound like a good deal, but that doesn’t mean they always are. They can waste a ton of money and you might be better off avoiding them altogether if you aren’t able to track their performance. In fact, you can waste a lot of money on any ad if you can’t track its performance. Whether you do the tracking or have a professional do it, it’s worth it. Otherwise, you won’t know whether your ad is costing more than it’s worth to generate leads. If you think beforehand about how much you’re willing to spend in order to generate leads or clients, you can compare your ad’s performance to that target and know when you’re exceeding it. Conrad Saam is the Director of Marketing for Urbanspoon, the widely popular restaurant review and reservation site and top 25 downloaded iPhone application. His columns have appeared in Search Engine Land, Law.com, ClickZ, Technorati, and Search Engine Strategies Magazine. He is an ardent advocate of in-sourcing technical marketing. He tweets @conradsaam. F lo r i da R estau r a n t & Lo d g i n g

FOOD S a f e t y

Part I of a Series

High-Risk Foods:

Raw Milk and Raw Milk Products

By Susie McKinley s a restaurant owner, manager or person-incharge, it is an obligation of business to serve safe food to customers. Awareness of and adherence to food safety requirements is the responsibility of all food service management and employees. Why then offer foods that have a long-time association with foodborne illness? Many foods provide an excellent environment for the growth or transmission of foodborne illness. Most of these foods, with correct time and temperature control, correct handling, cooking, cooling and reheating methods, can be safely served to patrons. Still, there are those foods that don’t stand up to food safety even after correct handling, cooking and service. Raw milk and raw milk products come to mind as a food that has an inherent problem in remaining free from bacterial growth even after correct handling. Raw milk and raw milk products are part of a developing trend in the United States. Consumers want to drink raw milk and eat raw milk products. It seems as though the raw milk movement is a sort of “rebellion” against governmental oversight and control of food products. It is difficult to understand the reasoning behind this “rebellion”, as unpasteurized milk can pose a serious and significant health risk. Pasteurization has been used for more than 100 years as an effective tool against pathogenic contamination. It is hard to understand why consumers would want to move away from a proven preventive method such as pasteurization. According to the U. S. Food and Drug Administration, prior to widespread use of pasteurization, raw milk and raw milk products were the vehicles for serious illnesses such as “… typhoid fever, tuberculosis, diphtheria, and brucellosis….” According to the University of Florida’s, Dr. Ronald H. Schmidt, Professor Emeritus, Food Science and Human Nutrition Department, “Today’s raw milk has new risks, and has been associated with several very serious pathogens (e.g. E. coli, Listeria, Campylobacter, Salmonella). Moreover, these new pathogens are especially dangerous for high risk populations (children, elderly, pregnant women, immunecompromised). E. coli, for example, causes serious kidney damage in children.” Pasteurization, which is essentially heating milk to a high temperature for a specific period 28 F eb rua ry/ M a rch

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of time, does not change the nutritional value of milk or cause “…lactose intolerance and allergic reactions….” Dr. Schmidt also notes that “…there are several myths perpetrated by the proponents of drinking raw milk. These are as follows: • Two Raw Milks. They suggest that raw milk produced for direct human consumption is somehow safer than raw milk destined for pasteurization. The reasons given are that the former is produced on clean farms where cows are gently cared for, while the latter is produced on large “factory farms.” This gives the raw milk drinker a false sense of security, as pathogens are found in both types of raw milk and one is no safer than the other. • Raw Milk and Beneficial (Probiotic) Bacteria. Raw milk proponents suggest that the raw milk produced for direct consumption, especially if produced from grass fed cows, has high levels of beneficial (or probiotic) bacteria (similar to those found in certain yogurt products and other amended dairy products). Unfortunately, this is not necessarily true. In fact, the better job you do in sanitation and refrigeration, the more you select against these beneficial bacteria which do not survive well and do not grow in refrigerated milk. Further, some of the pathogens associated with raw milk outbreaks (especially Listeria) do grow under refrigeration. To be beneficial, a consumer must consume a large quantity of these probiotic bacteria (at least a million organisms). Certainly, raw milk would not provide this level of protection. A safer way to obtain probiotic microorganisms is to consume yogurt products or milk inoculated with these organisms (A Plus Milk and others), than to rely on random contamination on the farm which is very iffy. • Raw Milk Contains Naturally Occurring Antimicrobial Agents which Prevent Growth or Destroy Pathogens. While these agents are present, the level and activity are highly variable. Further, these agents need activation to be effective. Several researchers have shown that the activity of raw milk antimicrobial agents can be overcome by many of the pathogens associated with raw milk. Further there is no difference in antimicrobial activity between milk sources (e.g. grass fed vs. feedlot fed, etc.)” While Florida has been lucky in recent years that it has not had any outbreaks related to these products as of this writing, they occur with great frequency around the country. From

raw milk consumed by school children, to queso fresco made with unpasteurized milk in Utah, outbreaks related to food and drink products made with unpasteurized milk occur daily. Florida has, however, had its share of recalls concerning these food items. As an operator committed to serving safe food, be certain to use pasteurized milk and milk products in all of your menu items. It is easy to check the labels of food to determine if it is pasteurized. If an item is sold with raw milk as an ingredient, it must be labeled as such. For more information about raw milk and raw milk products such as cheese, visit www.realrawmilkfacts.com. When food safety is in your control, make the correct decisions to utilize every tool available to ensure that the food the operation serves to the public is safe and wholesome. For more information about food safety or food safety products, contact FRLA’s Education and Training Department at 866-372-7233 or www.FRLA.org. Serving more than 10,000 members across Florida, FRLA is committed to safe-guarding the needs of the hospitality industry and improving the business climate. Led by Carol Dover, President/CEO, and an active Board of Directors, FRLA has influenced legislation resulting in over $1.2 billion in tax and fee savings over the past decade. To learn more about the FRLA, visit www.frla.org or call 888-3729119 to find out how you can get involved. Susie McKinley is the Editor of FR&L Magazine and is a former Director of the Florida Division of Hotels & Restaurants. F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

M a r k e t i ng

Top Marketing Trends

By Lisa Jennings, West Coast Bureau Chief for Nation’s restaurant news ith the battle for market share expected to get even tougher next year, restaurant operators will have to be smarter in how they target “influencers” — people others turn to for restaurant advice — to drive traffic. So says Carin Galletta Oliver, president of the San Francisco-based world-of-mouth marketing agency Ink Foundry, who predicts six restaurant marketing trends for 2012 — plus one trend she contends restaurant operators should rethink in the new year. Ink Foundry has worked with restaurant brands such as Bonefish Grill, Fogo de Chao, California Pizza Kitchen, Rubio’s Fresh Mexican Grill and Carl’s Jr. Consumers are growing ever more selective about restaurant choices as they cut back on dining out occasions, Oliver said. “They’re going to want to feel they’re

making a safe choice,” she said. “And that puts more pressure on restaurant operators to make a connection.” Oliver predicts five key tactics restaurant operators will use next year: Data. The number of tools that allow restaurant operators to collect information about social media, public relations, e-mail marketing and advertising is growing. Savvy restaurant operators are also collecting data on their customers in various ways. The key, however, will be how well restaurant operators integrate that data and develop a more holistic analysis across all platforms. Most restaurants keep data in separate silos, Oliver said, thinking of marketing, public relations and influencer relations as separate departments. “You need to break down those walls,” she said, and merge that information to more effectively mine insights. Identifying and activating influencers. Restaurant operators tend to define their customers in demographic terms, but today’s restaurant influencer is likely to defy or transcend more traditional demographic characteristics, like income level, gender or age. A powerful restaurant influencer today, for example, might be a young woman who traveled through Europe, living in bargain-rate hotels so she could spend more money on high-end restaurants. “If you looked at her on paper, she probably wouldn’t be One way to garner traffic: A signature item, like Bonefish Grill’s Bang Bang Shrimp

Marketing agency predicts ways to tap ‘influencers’ to drive traffic

w w w.Res t au ra n t A nd Lodgi ng.com

on your list” based on demographics, said Oliver. “But if you listen to her conversations, you’d realize she’s in your restaurant five times a month and spends more money” than the average diner. Those are the people who are driving restaurant recommendations these days, Oliver said, and restaurants next year will be developing tools to encourage those people to spread the word about their brands. “We need to identify those folks and create programs for them so they can more easily pass along information to friends and family,” Oliver said. Some restaurants, for example, have used gift certificates given to specific influencers to share with friends and family members. “That’s like a thirdparty endorsement from someone they really trust,” Oliver said. And as gift certificates become more available in digital form, restaurants can track how they’re used, who is sharing them and their impact. Signature items. Most restaurants have a signature item or two that stands out, but Oliver sees the role of the signature dish becoming increasingly important. Having a great signature dish is one way to offer influencers a “wow experience,” Oliver said. “It gives them something to tell their friends about.” It also gives people something to search, she said. Consumers tend not to search online for generic terms like “steak restaurant.” Instead, they’ll look for where they can find a great macaroni and cheese dish or taco. Oliver noted the Bonefish Grill chain, which is known for its Bang Bang Shrimp appetizer, an item that creates positive chatter on Yelp. “It’s extremely challenging to sway F lo r i da R estau r a n t & Lo d g i n g

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diners from one restaurant to another, but a great signature item has the power to do it,” she said. Loyalty programs look to gaming. Loyalty programs are effective tools for driving traffic, but next year Oliver predicts more restaurant operators will be integrating aspects of social gaming — offering rewards for certain actions, like referring friends or multiple visits. Rather than offering guests nebulous titles, like the mayors of Foursquare, Oliver said restaurants will offer more tangible offline incentives for participation in loyalty games. One-to-one accessibility. Restaurant chefs used to stay closed in their kitchens, but the age of social media has allowed those who cook to engage with those who eat in ways that were formerly impossible. In 2012, however, Oliver predicts that customers will be demanding even more direct interaction with chefs, both on and offline — and not through an intermediary on the marketing team. Expect to see personal messages directly from the chef to his or her best customers informing them of menu changes, nightly specials and suggestions based on past orders, Oliver said. “As chefs get more comfortable with being in the limelight and with using technology, we’ll see even more engagement,” she said. Coupon personalization. In 2011, many restaurants experimented with social coupon sites, such as Groupon or LivingSocial, with both positive and negative

results, Oliver said. Next year, Oliver predicts restaurants will continue to experiment with social couponing, but they will do so with more realistic expectations. They will also look for ways to have more control, to customize the offers and to ask for more data on results. Oliver said more restaurants will use their customer lists to promote such social coupons, focusing on top influencers to provide a valueadded experience and reward passalong recommendations. More generalized coupon seekers “tend to just come for the coupon and never come back,” Oliver said. “And you can’t upsell them.” Search local. Allocating resources to enhancing local search engine efforts is not likely to drive traffic, Oliver said. Surveys by Ink Foundry have found that consumers tend not to select where they dine out based on online search engine results, she said. Word of mouth is far more effective, Oliver said. Once consumers have a recommendation from an influential friend or family member then they turn to sites like urbanspoon or Yelp to look up information. Restaurants may be better off spending marketing dollars on identifying and courting those influential guests, rather than pouring dollars into local search enhancements. “You want a well-rounded approach,” Oliver said. “Remember, most influence happens offline.”

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Contact FRLA to solve compliance issues at 866-372-7233 or www.SafeStaff.org F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n

s us ta i n a bi l i t y

Sustainability is Surviability by Tim Center

ost every business model promotes reducing your expenses and increasing your profits. And it’s even better if you can increase your market share by distinguishing yourself amongst your competitors. But, what if I told you that you can do this while at the same time becoming an environmental steward and creating a better quality of life for your employees, customers and neighbors? At this point, you begin talking about having a triple bottom line that will help sustain your business for years to come. Whether you have been here for generations or are new to the Sunshine State, you realize – probably more than most – that our economy and environment are inextricably linked. Just look at the impact to the entire state’s hospitality industry when the Deepwater Horizon incident impacted our Panhandle beaches. That’s why Sustainable Florida has worked for nearly twenty years to build awareness of and promote best practices to help companies, organizations and government agencies balance economic, environmnental and social elements to create a more sustainable Florida. Sustainability is really surviability. Think about it. If the ocean runs out of lobster, what happens to Red Lobster? If sea levels are rising, what happens to beachfront hotel lobbies? While these might be drastic examples, they make the point. Closer to home, we realize that energy costs will most likely continue to climb as the rest of the world wants seeks a higher standard of living. We know that food costs will continue to climb as transportation costs continue to rise. We worry about waste and cost to dispose of it knowing that the highest mountains in Florida are actually landfills. Your hotel or restaurant is probably doing many things that go to your triple bottom line. And there are many great Florida-based companies and organizations who are adopting a triple bottom line. Let me introduce you to a few of the Sustainable Florida Best Practice winners. Every day across the United States, hotels discard more than 1.5 million soap bars as trash; another 500,000 are thrown away in Canada. Yet each day, 9,000 children around the world die from illnesses such as acute respiratory illw w w.Res t au ra n t A nd Lodgi ng.com

ness and diarrheal disease - both preventable by landscaping is being planted and even their new washing with bar soap. Clean the World (www. headquarters is certified LEED Gold. Their cleantheworld.org) an Orlando-based non-prof- Season’s 52 restaurant line incorporates organics it, uses an environmentally and hygienically safe and seasonal variety to be more sustainable. recycling process. Gently used hotel soaps and In each instance, these organizations have bottled amenity products are repackaged and made a clear policy decision to maximize value distributed throughout 40 countries. They con- to their customers which translates to a better tract with more than 1,000 hotel partners in the workforce and market share. They are doing United States, Canada and Puerto Rico, operate well by doing good. They have a triple bottom four factories, employ 30 people and revenues line. are expected to reach more than $2 million. In Florida’s Green Lodging Program and other two years, Clean the World has diverted 550 similar efforts permit you to publicly declare tons of hotel trash from polluting landfills and your commitment to Florida, her residents groundwater systems. and our environment. Taking the Sustainable Valley Forge Fabrics in Pompano Beach has Florida Standards pledge can help you begin created a line of fabrics for sheets and duvet your effort to adopt a triple bottom line. covers made from recycled PET plastic bottles What are you doing today to help create a (think water bottles.) This saves natural resourc- sustainable Florida? es – especially since most non-recycled polyester Tim Center is the Executive Director of is the fabric of choice for the hospitality enviSustainable Florida (www.SustainableFlorida.org) ronment and is made from petroleum. More and runs Centerfield Strategy, a consulting firm importantly, Valley Forge established a reclama- that helps with strategic sustainability efforts. tion process to facilitate the recycling of textiles. The fabric feels like cotton and exceeds all need to get rid of uninvited guests? fire codes, abrasion, and longevity requiredon’t let the BED BUGS bite! ments for use in hotels. In addition to producing a green product, Valley Forge operates in a sustainable manActiveGuard™ mattress liners kill ner by greening its bed bugs dead within 72 hours, fleet and implementing a thorough internal even for those resistant strains recycling program. For studied! Be proactive and use more information, visit ActiveGuard mattress liners as www.valleyforge.com/ part of any bed bug treatment sustainability-fresh/ fresh-defined. and control strategy – They Darden Restaurants Kill Bed Bugs Dead! is taking the triple bottom line to the next level. Just a look at their website (www. GenerationCommit ment.com) illustrates their commitment to their workforce and the natural resources that Allergy Technologies LLC | 866.978.6288 help put food on the www.allergytechnologies.com table. Lighting is being re-engineered, native F lo r i da R estau r a n t & Lo d g i n g

i n dus t ry s ta n da r ds

Tips For Ensuring An Outstanding Guest Experience for Individuals with Disabilities

By Minh N. Vu and Karen L. Stephenson t’s been 20 years since the signing of the original Americans with Disabilities Act (ADA), a law that has influenced society and the way we do business. Recent revisions to the ADA make it more important than ever to stay up to date on how your business accommodates people with disabilities. This article provides ways that lodging properties can help guests with disabilities make the most of their stays through the property’s compliance with the legal requirements of Title III of the Americans with

Disabilities Act. This article also addresses new accessibility requirements for existing and newly-constructed swimming pools, wading pools, and spas. 1. Allow individuals to use service animals in all areas where guests are allowed. 2. Allow individuals with mobility disabilities to use non-traditional mobility devices such as Segways and golf carts at the place of lodging, unless their use poses a legitimate threat of injury to others or damage to property. 3. Provide assistance with luggage even if assistance is not normally provided.

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4. Remove or relocate furniture in a guest room to create more maneuvering space for a wheelchair or other mobility device. 5. Lower beds upon request so that a guest can more easily transfer to it from a wheelchair. 6. Retrieve food items from the restaurant’s buffet. 7. Place buffet items within accessible reach ranges. 8. Accept alternate forms of identification if the guest’s disability precludes him or her from having a driver’s license. 9. Ensure that front desk employees have a list of all accessible rooms in the facility with information about the accessibility features in each room so that they can properly assign rooms and answer room-related questions. Employees should also be prepared to provide more information about an accessible room if requested by a guest. 10. Ensure that employees are familiar with accessibility information regarding common areas and amenities. For example, employees should know the location of accessible entrances, parking, and restrooms. Restaurant employees should know which tables in the food and beverage venue are accessible. 11. Do not sell accessible rooms to guests who do not specifically request them until the accessible rooms are the only remaining rooms of their type. 12. Maintain the facility’s accessible features, including: • Ensuring that exterior and interior accessible routes are unobstructed at all times. • Training housekeeping employees to place items such as television remote controls and adjustable shower heads no higher than 48” above the floor. • Ensuring that the lowered section at the registration counter intended for use by guests in wheelchairs is kept clear. 13. Provide auxiliary aid and services to individuals with speech, hearing, or sight disabilities, free of charge, to ensure effective communication. For example: For individuals who are blind or have low vision: • Read uncomplicated documents out loud. • Provide more complicated documents in large print, Braille, electronic, or audio formats. • Complete forms or paperwork for the individual. For individuals who are deaf or hard of hearing: • Exchange written notes. • Use facial expressions or physical gestures

7/29/11 5:00:54 PM

2012

F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

i n t h e pa n h a n dl e

Local BBQ Fans Win Big

Blues, Brews & BBQ Brings Out the Culinary Best that illustrate information. • Use a TTY/TDD, relay service, or a qualified interpreter for more complicated communications. For individuals with speech disabilities: • Exchange notes. • Listen to the individual’s communication device that relays the individual’s words in a computerized voice. Training Resources Hospitality employees are responsible for delivering exemplary service to all guests. The service provided to guests with disabilities is no different. It is important to accurately understand their unique needs and desire for independence. The Educational Institute video, Enabling Independence: Service for Guests with Disabilities higlights the unique needs of guests with various disabilities and identifies how lodging employees can accommodate their desire for independence. It also covers expanded ADA requirements regarding power-driven mobility devices, service animals, and practical steps you can take to ensure the safety and satisfaction of guests with disabilities. For additional information, visit ww.ahlei.org. New Accessibility Requirements for Swimming Pools, Wading Pools and Spas The 2010 Standards establish minimum accessibility requirements for swimming pools, wading pools, and spas that are intended to ensure a general level of usability of these elements by individuals with disabilities. By March 15, 2012, most owners and operators will have to retrofit existing pools and spas with a pool lift or some other means of accessible entry unless it is not readily achievable for them to do so. The 2010 Standards contain several requirements for pool lifts, including seat height and width; a footrest and armrest; independent operation; controls and operating mechanisms; and lifting capacity. The detailed technical requirements for pool lifts are set forth in Section 1009 of the 2010 Standards (http://www.ada. gov/2010ADAstandards_index.htm). For more information, visit: http://www. frla.org/frla-news/ada-requirements Reprint courtesy of American Hotel and Lodging Educational Institute w w w.Res t au ra n t A nd Lodgi ng.com

ast Fall at Destin’s HarborWalk Village, the smell of hickory smoke and sunshine set the backdrop on the Destin Harbor, as 12 FRLA Chapter restaurants cooked their best BBQ alongside the nation’s best craft and micro brewed beers. The famous “Sauce Boss” Bill Wharton entertained over 1500 hungry BBQ aficionados with his unique blend of blues slide guitar and hot gumbo. Over 50 volunteers, including the local chapter of the Emerald Coast Parrotheads, helped make this event happen raising over $14,000.00 to benefit our local FRLA programs and the ProStart Program by supporting the next generation of hospitality professionals in our area schools. “Enthusiasm and friendly competition make this event fun for everyone involved. Big BBQ sampling, rich craft brew pub flavors, listening to amazing music with good friends, this is the recipe that keeps this event growing” explained Jamie Marie Hall, Sage Marketing/NWFL FRLA Board of Directors. A colorful panel of celebrity judges chose The Shed BBQ & Blues Joint as winners of Best Traditional BBQ with their low and slow traditional BBQ ribs and southern style coleslaw, and also took home the Most Creative Booth for their vintage “woody” turned massive BBQ smoker and grill. The Great Southern Café from Seaside served their famous shrimp and grits and took home the Best Seafood BBQ award. Poppy’s Crazy Lobster was the Most Unique BBQ with Cajun Cuban pork sliders. Harry T’s celebrated with the coveted People’s Choice Award with their creative BBQ shrimp. Sponsors of this event included: Emerald Coast TDC , Southern Wine and Spirits (skyy and wild turkey) Goldring (Melissa, Von and the craft beer divison) and Pepsi.

BBQ Competition Winners F lo r i da R estau r a n t & Lo d g i n g

Busi n e s s c l i m at e

Florida Wise to Think Before Acting On Immigration Reform by Joe Kefauver Alabama as a Case Study The immigration reform issue continues to resurface in political dialogue, with some lawmakers advocating hardline enforcement tactics such as those implemented in states like Arizona and Alabama. State leaders, who rejected such ill-advised approaches last session, need only look to our western neighbor to see how wise their decision was. Alabama’s reputation and economy have been hurt by a series of heavy-handed enforcement incidents involving foreign executives from two of the state’s largest employers, Honda and Mercedes. Both men were guilty of not carrying the full documentation required by the ‘get-tough’ law, with one briefly jailed. Like was the case in Arizona, where the first overzealous immigration crackdown policy was enacted, the situation has led some groups to reconsider Alabama as a destination for business and travel. Recognizing the potential economic damage and as well as political backlash, Alabama’s Governor Robert Bentley and the Republican leadership in both the House and the Senate, who championed the law last session, have pledged to rework the law in the 2012 session beginning Feb. 7. But damage has already been done to a state that has worked long and hard to overcome a difficult past and successfully portray itself as friendly to foreign businesses and tourists. Florida, which continues to face double-digit unemployment and a soft economy, can ill afford a similar self-inflicted wound. Florida vs. Alabama Florida dwarfs Alabama in terms of foreign business interests within the state as well as tourism. Florida enjoyed 82.3 million visitors in 2010, 11.1 million of which came from foreign countries. As the “Gateway to the Americas,” the state is a leader in international trade with $103 billion worth of merchandise flowing through our airports and seaports each year. Florida also hosts some 300 regional headquarters of companies from all over the world and maintains 20 Foreign Trade Zones (FTZ), the second largest network in the country. Visitors to the state of Florida who travel here to enjoy our beaches, theme parks or attend a business function, positively impact the Florida economy to the tune of $57 billion. An aggressive enforcement-focused immigration law could 34 F eb rua ry/ M a rch

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produce an immediate chilling effect on trade, tourism and business throughout the state. Florida should continue to proceed with caution on this issue and not allow it to detract from more important issues at hand, such as creating new jobs and strengthening our state’s economy. Meanwhile, since Alabama put its new law in place overall unemployment has remained essentially unchanged, however, some businesses report growing labor shortages that could reach a crisis point in the spring for the agriculture sector. Federal Action Is Needed The immigration system is in need of repair. But a sensible and balanced approach is needed to address this complex issue, not just “send them back” policies that put the burden of enforcement on the backs of business owners. Enforcement-only focused immigration reform proposals fail to recognize the far-reaching impacts this complicated issue has. Hardball, narrow policies would serve only to hurt our tourism, trade and economy. Cash-strapped state governments are ill equipped to tackle immigration. Lacking the authority to establish, and by extension regulate, agreements with foreign countries, states can only narrowly address enforcement. States that have attempted to aggressively regulate enforcement also have found themselves in costly and prolonged legal battles. This makes it even more difficult for business owners to decipher what the additional costs of compliance might be for proposed new measures. The result is widespread confusion on behalf of both visitors and employers. At a time when employers should be focused on growing their companies and hiring, they instead face a number of uncertainties both in the market and in complying with new regulations ranging from healthcare to tax policy. There couldn’t be a worse time for state governments to pile on more uncertainty. Further complicating the dialogue, immigration reform, like many other issues, is mired in the partisan political bickering of our times, with very little middle ground between the proponents of amnesty on the left and ‘lock down the borders and send them all back’ on the right. The tough Arizona law that is the model for Alabama will soon be heard by the U.S.

Supreme Court, which should better define the roles of federal and state government in this complicated issue. Immigration reform is ultimately best addressed at the federal level and until a common sense national policy that balances enforcement with other considerations is developed, Florida lawmakers will be best served by working with their federal counterparts to craft workable policy. Joe Kefauver is the Executive Director of ImmigrationWorks Florida.

Event Calendar 2011-2012

For more information: www.frla.org/events

n Last Day of Session (60th Day) Friday, March 9, 2012 n NRA Public Affairs Conference Tuesday-Thursday, April 17-19, 2012 Washington, DC n NRA Restaurant, Hotel-Motel Show Saturday-Tuesday, May 5-8, 2012 Chicago, IL n FRLA Summer Board Meeting Monday-Wednesday, June 4-6, 2012 Casa Marina, Key West, FL For more information, contact Sandy Moore at 850-224-2250.

n AH&LA Summer Board Meeting Sunday-Wednesday, June 17-20, 2012 For more information, contact Alliah Sheta at 850-224-2250.

n Florida Restaurant & Lodging Show Saturday-Monday, September 22-24, 2012 Orlando, FL n FRLA Big Party Saturday, September 22, 2012 BB King’s, Orlando, FL n FRLA Committee/Board Meetings Monday-Tuesday, September 23-24, 2012 Orlando, FL n Meals of Hope Monday, September 23, 2012 n Bob Leonard Golf Classic Friday, September 21, 2012 ChampionsGate, FL n FRLA Winter Board Meeting Tuesday-Thursday, December 4-6, 2012 Hotel Duval, Tallahassee, FL F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

c l e a n t h e wor l d

Westin Diplomat Resort & Spa Collects

24,000 Pounds of Soap for Clean the World Program

Resort Is Top Donor Among 126 Participating Starwood Properties Nationwide

2007 Supplier of the Year ATTENTION

ProPane Users!

he Westin Diplomat Resort & Spa leads u.S. Starwood hotels in the Clean the World soap collecting and recycling program. In two full years, the resort has collected more than 24,000 pounds of soaps and bottled amenities (shampoos, conditioners, body washes, lotions and gels) – the most out of 126 Starwood hotels in the program. Starwood Hotels and Resorts became the first corporate partner in the Clean the World program on Earth Day, April 22, 2011. “The housekeeping team has been the driving force behind our success with this program,” says Michelle Gash, restaurant event manager and sustainability champion. “It’s amazing to watch their pride in helping people in need. We are glad to be partners with Clean the World and to be able to see our contribution going to help prevent disease and sickness in less fortunate countries.” In less than three years, Orlando, Florida -based Clean the World has collected, recycled and distributed more than 9 million bars of soap and more than 600,000 pounds of bottled amenities in the united States, Canada and more than 45 countries. This effort has helped divert more than 1.2 million pounds of hotel waste from polluting local landfills. Each day, 9,000 children around the world die from diseases such as acute respiratory illness and diarrheal diseases that can be prevented by washing with bar soap. Clean the World Foundation has a mission to put soap in the hands of people who need it most -- to improve hygiene and sanitation conditions, to lessen the impact of disease, and to promote better hygiene and living conditions worldwide. “Something so simple can save so many lives,” says Shawn Seipler, CEO and co-founder at Clean the World. “Westin Diplomat continues to be a tremendously generous and supportive partner, as have all of the Starwood properties, and they are helping us deliver on our promise to collect, recycle and distribute much-needed hygiene products to communities so desperately in need.”

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Do We Know Each Other? FRLA Members Lets Get Acquainted with this

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F lo r i da r estau r a n t & lo d g i n g

F RLA’ s E duc at ion a l fou n dat ion

Florida LMP Competitions

he 9th Annual Florida LMP Competitions were held December 5-7, 2011 in conjunction with FRLA’s Winter Board Meeting at the Emerald Grande in Destin. The six teams that traveled to Destin to participate in the event were: Colonial High School - Orlando, Forest Hill Community High School - West Palm Beach, Jefferson High School - Tampa, Miami Beach Senior High - Miami Beach, Miami Sunset Senior Miami, and Mid Florida Technical - Orlando. Teams of four competed in the Knowledge Bowl Competition, Hospitality Project Competition and the Hotel Operations Competition. The Knowledge Bowl Competition required the students to demonstrate their hospitality skills and knowledge by competing in a jeopardy style question and answer event. Third in the Knowledge Bowl Competition were students from Mid Florida Technical: Chantel Nieves, Shelby Ann Woods, Christopher Benavides and Lee Richardson with Instructor, Pat Novalis. Knowledge Bowl Competition second place winner was Forest Hill Community High School: Lissette Albelo, Jaymee Saint Hilaire, Denise Medina and Thomas Moyer. The instructor for the group is Diana Sardina. Knowledge Bowl Competition Winner was Miami Beach Senior High: Francheska Salguero, Flavia Oliveira, Nestor Belsol and Marko Milovic. The instructor is Patricia Gregory. The students also competed in the Hospitality Project Competition where the teams demonstrated their knowledge, skills and abilities in planning an event, to include the invitation, BEO (Banquet Event Order), menu and floor plan. The competition also allowed students to serve as hotel operators, making

decisions about a Food and Beverage event. The Winner of the Hospitality Project Competition was Forest Hill Community High. Second place was awarded to Mid Florida Technical. The team that placed third was Miami Beach Senior High. The final contest was the Hotel Operations Competition where the teams demonstrated their knowledge, skills and abilities in hotel operations, critical thinking, problem solving, teamwork, and writing. The competition allowed students to analyze two case studies within selected departments of a hotel, Food and Beverage and Sales and Marketing. In addition, students were required to conduct a room inspection and complete night audit postings. Miami Beach Senior High won this competition with Forest Hill Community High coming in second place and Mid-Florida Technical in third. The Overall Competition winners were the students from Miami Beach Senior High. Runners-up to Miami Beach Senior High were Forest Hill and Mid-Florida Technical. The overall winners are based on the team’s success in the Knowledge Bowl, Hospitality Project and Hotel Operations. Johnson & Wales University awarded scholarships to the top three teams. In addition to scholarships, the first place team took home the traveling trophy and will represent Florida at the National LMP Competition. Congratulations to all competitors!

Miami Sunset High

Mid Florida Technical: Chantel Nieves, Christopher Benavides, Lee Richardson and Shelby Ann Woods

Forest Hill Community High School: Lissette Albelo, Denise Medina, Jaymee Saint Hilaire and Thomas Moyer

Miami Beach Senior High (left to right): Marko Milovic, Francheska Salguero, Flavia Oliveira and Nestor Belsol.

Colonial High School students

UNI V ERSAL SPONSOR

GLOBAL SPONSORS

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F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

MEMBERSHIP Be n e f i t s

FRLA Working for Members

2010Know Regional Directors Get To YourTerritories FRLA Regional Directors Ray Green

By Richard Turner

wonderful thing happened to the restaurant and lodging industry over the holidays. Like the elves who help Santa but remain in the background, there were people working on your behalf to protect you from government wanting to increase your tax burden. While you were enjoying the lights, family and food of the season, the Florida Restaurant and Lodging Association together with Warren H. Husband, Esq., of Metz, Husband and Daughton, were involved in a court case at the First District Court of Appeal. When a party finds themselves in appellate court, it is already an uphill legal battle. Throw in a couple of Assistant State Attorneys General, the full weight of the Florida Department of Revenue (DOR), and a very complex tax issue, and well, let’s just say Florida businesses are at risk. I will attempt to keep this complex tax issue down to its essence. Florida taxes payments of commercial rent. Next comes the question of whether or not the value of leasehold improvements is also taxable. The DOR asserted the position that leasehold improvements were “in-kind” payments and therefore a taxable event since under most contracts the improvements stayed with the landlord and property upon termination of the lease. In the case, Department of Revenue v. Ruehl No. 925, LLC., Case No.: 1d11-2174, a retailer challenged the view taken by the DOR by asserting that the leasehold improvements incurred by the tenant were simply to place the premises in a condition that would be suitable for its intended purpose and were neither “inkind” rent payments, nor a taxable event. Why is this important to restaurants, lodging establishments and retailers? How many times in your career, or the life of a lease have you or your company remodeled? Often I am asked by a prospective member, “why should I join the Florida Restaurant and Lodging Association?” or “what has the Florida Restaurant and Lodging Association done for me?” It is a battle such as this that provides a perfect example. Few individuals have the resources to take on a case like this by themselves. But a large group of individuals, bound together with a common bond and purpose can. It is a moment like this that makes your membership in a trade association a true value. The Florida Restaurant and Lodging Association, together with the Florida Retail Association, expended time, money and legal resources to file an Amicus Brief to the First District Court of Appeal in support of the proposition that barring any agreement to the contrary, the costs of leasehold improvements are not to be considered a part of the total rent paid and are therefore not a taxable event. Over the holidays a two page opinion of the Court arrived in the mail. It agreed with our position. That’s one less “tax” to worry about and one more reason to be sure to renew your membership.

Corkey Bergamo

Northwest Florida - Ray Green 230 S. Adams Street Tallahassee, FL 32301 Office 850-224-2250 ext. 230 Cell 850-545-5901 Fax 850-224-1590 rgreen@frla.org Northeast Florida - Corkey Bergamo 11920 Gran Crique Ct. S. Jacksonville, FL 32223 Home/Fax 904-880-6964 Cell 904-993-6287 cbergamo@frla.org Central Florida - Stephanie Murdoch 201 W. Canton Ave., Suite 100 Winter Park, FL 32789 Cell 407-405-4070 Fax 407-478-4575 smurdoch@frla.org

Stephanie Murdoch

Danneee Lynch Lynne Hernandez

Tampa Bay & Southwest Florida - Danneee Lynch PO Box 554 Largo, FL 33779 727-642-3404 Fax 727-953-6803 danneee@frla.org

Marco Island

South Florida - Lynne Hernandez PO Box 566263 Miami, FL 33256-6263 Office 305-598-FRLA (3752) Cell 305-710-3962 Fax 305-598-3753 lhernand lhernandez@frla.org

Director of Membership / Tampa Bay & Southwest Florida - Dannette Lynch PO Box 554 Largo, FL 33779 727-642-3404 Fax 727-953-6803 dannette@frla.org South Florida - Lynne Hernandez PO Box 566263 Miami, FL 33256-6263 Office 305-598-FRLA (3752) Cell 305-710-3962 Fax 305-598-3753 lhernandez@frla.org

Richard Turner is General Counsel and VP of Government Relations for FRLA. w w w.Res t au ra n t A nd Lodgi ng.com

F lo r i da R estau r a n t & Lo d g i n g

Food Manager Training & Testing Schedule to register, call toll-free 1-866-372-SaFE (7233) or visit www.safestaff.org. registration for training begins at 8:00 a.m. and for exam at 12:30 p.m. unless otherwise noted. dates subject to change.

www.safestaff.org

Altamonte Springs Mar 7, Apr 11 Springhill Suites 205 W Highway 436

Clearwater Mar 5, Apr 2 St. Pete Marriott CLWR 12600 Roosevelt Blvd N

Deerﬁeld Beach Feb 15, Mar 13, Apr 17 Hilton 100 Fairway Drive

Ft. Myers Feb 16, Mar 15, Apr 19 Holiday Inn Downtown 2431 Cleveland Ave.

Ft Walton Mar 6, Apr 3 Holiday Inn Resort 573 Sana Rosa Blvd

Bradenton Feb 29, Mar 28, Apr 24 Courtyard Marriott 100 Riverfront Drive

Daytona Beach Feb 21, Mar 5, Apr 18 Holiday Inn 2620 International Speedway Blvd

Ft. Lauderdale Mar 8, Apr 12 Embassy Suites 1100 SE 17th St Causeway

Ft. Pierce Mar 1, Apr 5 UF Indian River Research 2199 South Rock Rd.

Gainesville Feb 28, Mar 20, Apr 17 Best Western Gateway Grand 4200 NW 97th Blvd. Islamorada Feb 20, Mar 20, Apr 19 The Islander Resort MM 82.1, US Hwy 1 Jacksonville Mar 6, Apr 3 Four Points by Sheraton 8520 Baymeadows Rd Jacksonville Beach Mar 14, Apr 11 Quality Inn Oceanfront 11 North 1st Street Key West Mar 6, Apr 5 Doubletree Grand Key Resort 3990 S. Roosevelt Blvd Kissimmee Feb 16, Mar 15, Apr 12 Seralago Hotel and Suites 5678 Irlo Bronson Mem. Hwy Lake City Mar 12, May 14 Country Inn & Suites 350 SW Florida Gateway Dr Lakeland Mar 7, Apr 4 Country Inn & Suites 4500 Lakeland Park Dr Mandarin Feb 15, Mar 21, Apr 18 Ramada Inn Mandarin 3130 Hartley Road Melbourne Mar 8, Apr 12 Holiday Inn 8298 N Wickham Rd Merritt Island Mar 15, May 17 Clarion Hotel 260 E Merritt Island Cswy

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Miami (Spanish Dates*) Feb 21, Mar 21, Apr 25 Mar 1, Apr 5 Hilton Miami Airport & Towers 5101 Blue Lagoon Drive Naples Mar 8, Apr 12 Quality Inn and Suites 4100 Golden Gate Pkwy Ocala Mar 6, Apr 10 Homewood Suites 4610 SW 49th Rd Orlando (Spanish Dates*) Mar 19, Apr 16 Feb 13, Mar 12, Apr 9 Holiday Inn Resort Castle 8629 International Drive Panama City Feb 16, Mar 21, Apr 24 Gulf Coast State College Gibson Lecture Hall 5230 W. Hwy. 98 Pensacola Feb 21, Mar 20, Apr 17 Pensacola Civic Center 201 E. Gregory St Port Richey Feb 22, Mar 21, Apr 18 Days Inn & Suites 10826 US 19 North Sarasota Mar 1, Apr 5 Hampton Inn 5995 Cattleridge Road St. Augustine Feb 22, Mar 28, Apr 25 Holiday Inn Express & Suites 2300 State Road 16 Tallahassee Feb 23, Mar 29, Apr 26 Day’s Inn Monroe Street Conf Cntr 2714 Graves Road Tampa (Spanish Dates*) Feb 23, Mar 22, Apr 11 Feb 27, Mar 26, Apr 23 Clarion Hotel 2701 E Fowler Ave West Palm Beach Mar 5, Apr 9 Holiday Inn Airport 1301 Belvedere Rd

F lo r i da r estau r a n t & lo d g i n g a s so ci at i o n

Florida Restaurant and Lodging Association Strategic Plan 2012-2016 During 2011, the Board and professional staff of the Florida Restaurant and Lodging Association, in conjunction with a strategic planner, Bob Harris, developed a strategic plan for the association. The plan cements FRLA’s mission and vision and states our core missions of advocacy, education, industry image, membership benefits and positioning as a leading trade association. It is crucial that all members understand and be aware of these objectives.

ADVOCACY The United Voice Protecting and Advancing the Hospitality Industry. FRLA continues its work through the Government Relations office to communicate our positions and achievements to raise the industry’s profile through political involvement at the grassroots level. We maintain and w w w.Res t au ra n t A nd Lodgi ng.com

Ed Tra uc at ini e ng an dE du ca ti o

Values Statements • Integrity – Guided by professionalism at the highest standards. • Leadership – Responsive, innovative and collaborative to benefit industry. • Unity – Representing the industry with one voice. • Entrepreneurship – Supporting the right to do business profitably. • Consumer Safety – Delivering best practices to safeguard consumers. • Community Cornerstone – Providing services to support local communities. The Florida Restaurant and Lodging Association (FRLA) is proud to unveil its Strategic Plan for 2012-2016, outlining the mission, vision and values statements for Florida’s largest hospitality industry organization. The Plan comes after months of meetings with the FRLA Executive Committee, representing stakeholders across the state. The revised outline guides the actions of the Association in thoughtful, streamlined and targeted measures in order to provide clarity to the goals of the State’s premier organization. In addition to the general overview of the Strategic Plan, a sub-set of five strategic and underlying themes were developed in order to support FRLA’s mission to Protect, Educate and Promote Florida’s hospitality industry. They include:

Member Service and Benefits

ote om age Pr m yI str Idu

Vision Recognized as the Most Powerful and Progressive Voice for Enhancing Florida’s Tourism and Hospitality Industry.

Mission To PROTECT, EDUCATE, and PROMOTE Florida’s Hospitality Industry.

Dynamic State Association

The Voice of Hospitality Protect

secure monetary contributions to become the most recognized and influential Political Action Committee, while leveraging our powerful lobbying team and national allied organizations. This ensures your voice is heard at the state and national level. EDUCATION Providing the Full Spectrum of Education and Training to Enhance Compliance and Best Practices. FRLA renews its laser focus in investing and improving in the delivery mechanisms of FRLA’s Educational Products to maintain our position as a trusted resource for industry education and regulatory compliance. We provide Regulatory Compliance Services (RCS) to current members, and interface effectively with state and national 501c (3) foundations to advance the work of FRLA. What does this mean to the industry? It means your business thrives with FRLA as your partner in education, training and best practices in our competitive market environment. INDUSTRY IMAGE Promoting the Impact and Importance of the Hospitality Industry. Communication is the key. The breadth and depth of our diverse issues, combined with the lightning speed in which information travels in the 21st century, is challenging at best. FRLA continues to improve the communications

process for both member and chapter outreach through various electronic mediums facilitated by our Regional Directors and professional staff. A new and improved website, social media avenues, and traditional outlets are coordinated to ensure a consistent, strategic, and timely message is communicated at all levels. MEMBERSHIP Delivering Benefits and Services that Support Growth and Retention. The strength of FRLA rests among its thousands of dedicated and committed members in local chapter organizations across the state. We strive to identify and target industry colleagues and provide orientation and guidelines for chapter leadership and enrollment. It is understood that by growing the association through exclusive member benefits, including access to FRLA experts and consultants, education, best practices, services and philanthropy, is the way to build a solid foundation for the future of our industry. DYNAMIC TRADE ASSOCIATION Positioned as the Leading Trade Association for the Industry. No other trade association has among its professionals the decades of industry experience at the local, state and national levels than FRLA. This organization identifies performance measures to track success levels, including member satisfaction and market share while attaining staffing levels capable of advancing strategic goals and industry growth. We remain committed in exploring new models of service that best serve our members and in our shared mission of Protecting, Educating and Promoting the hospitality industry. We invite you to learn more about FRLA’s 2012-2016 Strategic Plan by visiting our website at www.FRLA.org. Summary provided by Christina Johnson, President of On 3 Public Relations, working with the Florida Restaurant and Lodging Association.

F lo r i da R estau r a n t & Lo d g i n g

Larry Miller Operating Partner, Rare Las Olas Fort Lauderdale

Every meal at Rare in Las Olas is well done. Manager Larry Miller credits his success to attention to detail. Turns out the details are also key to energy efficiency. Rare got a Business Energy Evaluation from FPL. Our expert examined the restaurant’s cooling, lighting and refrigeration systems. They learned where their energy dollars are going, how their energy use compares to similar businesses and how they can save. Our customized report is helping them save energy. They may qualify for financial incentives to upgrade equipment. Now, Larry can focus on making sure every dish is perfect and less on the energy it took to make it.

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“The little things add up to big results.”

F lo r i da R estau r a n t & Lo d g i n g A s so ci at i o n

Call FPL’s Business Customer Care Center today for a Business Energy Evaluation at 1-877-748-4233