Volume 33, No.16
THE
NEWSPAPER
OF
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CULINARY INSTITUTE OF AMERICA SINCE 1 9 7 9
Three Ways to Turn Around a Bad Reputation BY: Ari Starkman
Editor’s Note: I was approached by a reporter, Karina Alvela, about a success story in which a business owner in NJ turned around a bad reputation into a remarkable catering hall. As a graduate from the CIA, he was willing to write this piece on his experience and share it with students. Please take the time to read about his rewarding journey, and advice in what it takes to achieve your goals. After purchasing a catering hall in New Jersey with a horrible reputation, I knew I had to take the right steps to rebuild customer trust. While I was building my business and marketing plan for The Elan, I needed to make previous and future clients see my ownership of this existing business. This would bring an entirely new dynamic. My plan of attack was raising the bar on staff and service, customer communication and product offerings. Staff and service can turn around any bad reputation. I always look at our events as though I was the guest of honor and not necessarily the owner. Great service is memorable at any event. Clients will always remember whether or not the service was exceptional or horrific. What you ultimately strive for is not only exceptional service, but an overall perfect service. From the way the staff is dressed, to the proper serving techniques, I personally monitor every detail of my staff to make sure it is all executed properly. I also hired an award-winning chef from New York City and Northern New Jersey who also is a CIA graduate, Joe Macri. Client and customer communication is a key component to a successful venue. From the moment our receptionist answers our phones and books the appointments, to the moment that the client leaves our facility after their event is complete - we make it our
responsibilityto treat each and every client with respect, enthusiasm and with the care and attention to detail we would expect to receive ourselves. Our venue, in a centralized area of Northern New Jersey, was an iconic location many years for weddings, social events and corporate functions, prior to me purchasing the business. I want to host those same events at a higher level and it is my duty to educate future clients on how I will do so. Finally, product offerings and quality are what really make you stand out from the rest of the venues in the area. As a former Chef in New York City, I was accustomed “Staff and Service can turn around any ban reputation.” Photo by: iStock Photo to very high end catering, as well as catering owner’s life consists of imagining the perfect extravagant and unique displays and diverse selections celebratory moments in one’s life, and making them of cuisine. When I became the owner of The Elan, I become a reality. Being self-sufficient, employing hard was determined to bring those same product offerings to working individuals in this still yet tough economy, and New Jersey as well. I’m sure no one else in New Jersey is giving back to the wonderful community where I own bringing a foie gras and blood orange mousse push-pop my business was very high on my priority list. Being a shooter topped with caramelized hazelnuts to an event! host during some of the happiest times in one’s life, and Not only do I have an innovative menu, but I also have owning the facility in which it took place in, are the two a well-trained cooking staff that brings a certain level of most rewarding gifts of all. What more can I ask for? My quality that the preceding business did not have. job is always a party. It’s also very important to love what you do, as your Following these three steps not only helped with our feelings about your business will reflect through your reputation, but also helped raise the level of the event work. My dream was always to graduate from CIA and industry in this area. My last piece of advice is a quote own a catering hall. A restaurant owner’s life consists by Confucius, “Choose a job you love, and you will never of owning, operating, and running the restaurant, a have to work a day in your life.”
CIA Intercollegiate Women’s Volleyball
BY: Eunbit Cho
Good news for female athletes out there. If you want to take part in the inaugural season of the CIA’s intercollegiate women’s volleyball program, get into shape during the summer break. With the new coach, Jamie Floryan, who has over twelve years of experience of playing volleyball, a promising future awaits. “I’m extremely excited and honored to be given the opportunity to work with the CIA in starting and building the women’s volleyball program,” she said with enthusiasm. “I’m looking forward to a great season and working with the girls that come out for the team.” 0The team is set for a full schedule this year with its first match against Bard College on August 8th. After a successful year at the club level in 2010, the team finished the season with a 4-1 record, and the school has decided to start a full-fledged varsity women’s volleyball program. 0“The women’s volleyball will be the first team that is solely for women and it is a great opportunity for female students,” said David Whalen, Associate Dean for Student Activities, Recreation and Athletics. He added that a greater emphasis would be placed on women’s opportunities in the near future as he recognizes that it’s often “more difficult for the CULINARY CULTURE
female students to compete in sports in a coed environment.” 0The intercollegiate athleticsprogram at the CIA has an eight-year history as the college’s basketball and soccer programs joined the HVMAC (Hudson Valley Men’s Athletic Conference) in 2004. Now, the new varsity women’s volleyball team will be competing as a member of the Hudson Valley Women’s Athletic Conference (HVWAC), which is a conference of four-year colleges from the metropolitan area that do not offer any financial aid based on athletic ability. 0The popularity of the new varsity women’s volleyball program is high and the space is limited as a large number of potential players showed up for an interest meeting that was held in June. However, the team is still open to new members with the first tryout being held on Tuesday, August 2nd at 9:15pm in the Student Recreation Center, which will also mark the beginning of the program. 0Regarding the qualities they are looking for in a potential player, Serge Nalywakyo, Coordinator of Aquatics and Outdoor Recreation said, “commitment, good attitude, and willingness to represent the school.” He highlighted the importance of “commitment” as the team will be practicing three nights a week—Tuesday, Wednesday, and Thursday evenings—and the games
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FOOD & BEVERAGE
Tableside Service: A Thing of the Past? “When tableside service was first used, there was only one take to execute the dish perfectly for the customer so it often took an experienced hand to prepare the foods publicly; showmanship at its finest.” ON CAMPUS P 4-5
GAZEBO GRIPES
A Column Dedicated to Highlighting Students’ Concerns
“I value every opportunity during which I interact with our students here, at Greystone, in San Antonio and now Singapore. I would like to find an effective way to do so even more often.”
will take place on the weekends. There are also many benefits to being part of the team. Working together in a team with the same goal, results in a valuable camaraderie among players, which Dean Whalen noticed in many sports teams on campus. Also, the players get to represent the Institute as he added: “When we go to the meetings, they really look to us as a leader because there are many schools at our conference that are very good academic schools such as Cooper Union and Sarah Lawrence. We are in a realm of schools likes that. We are proud of representing the Institute.” 0When asked about the secret to many successful seasons of different CIA sports teams, Serge Nalywkyo pointed out that the CIA students are “committed and focused” and many qualities are a “carryover” from the kitchen, where they learn and practice teamwork to accomplish a task. He also added, “kudos to female students at CIA, once they start something here, they finish it.” 0Often times, when students walk off the CIA bus at an away game, people assume they will be in bad shape a bad shape. However, it is soon proven otherwise and they leave the game telling people “and we can cook as well!”
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Who’s Afraid of the Big Bad Tofu? “The spread of tofu around Asia was almost certainly the result of the travels of Buddhist monks, many of whom were vegetarian and used it as an important source of protein in their diets.” CENTER SPREAD
Blood, Bones, and Butter, in the Flesh “Keep your head down and do your work. The rest will work itself out.”
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