Washington Hospitality Magazine April 2018

WA S H I N GTO N

April 2018

WHAT YOU NEED TO KNOW ABOUT

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MUSIC

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LICENSING

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N O S ME A E S E CO H HIGRE W HE FO

TIPS FOR GREAT SOCIAL MEDIA

Washington Hospitality Association 510 Plum Street SE Olympia, WA 98501-1587

April 2018 │ 1

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EDITORIAL STAFF Publisher, Anthony Anton Executive Editor, Lex Nepomuceno Editor-in-Chief, Marianne Scholl Art Director, Lisa Ellefson Managing Editor, Paul Schlienz Contributing Editors: Andy Cook, David Faro, Jillian Henze, Morgan Huether, Sheryl Jackson, Lisa Leinberger and Nicole Vukonich

Inside

April 2018

EXECUTIVE COMMITTEE Chair: Frank Welton, Hilton Worldwide Vice Chair: Chad Mackay, Fire & Vine Hospitality EXECUTIVE TEAM President and CEO, Anthony Anton Vice President, Teran Haase CFO, Darin Johnson Senior Director of Communications & Technology, Lex Nepomuceno Director of Local Government Affairs, John Lane Director of State Government Affairs, Julia Gorton Director of Internal Operations, Kylie Kincaid Director of Membership, Steven Sweeney Education Foundation, Naja Hogander Incubation Senior Manager, Ken Wells Benefit Programs and Events Senior Manager, Victoria Olson

Features 16

Inspiration and Creativity at 2018 ProStart Invitational

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Getting Ready for the High Season

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#SoSocial: Using social media to engage your customer base

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BEST PRACTICES: What You Need to Know About Playing Music in Your Business

510 Plum St. SE Olympia, WA 98501-1587 T 360.956.7279 | F 360.357.9232 wahospitality.org

In Every Issue Letters are welcomed, but must be signed to be considered for publication. Please include contact information for verification.

Reproduction of articles appearing in Washington Hospitality Magazine are authorized for personal use only, with credit given to Washington Hospitality Magazine and/or the Washington Hospitality Association.

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President and CEO

8

News Briefs

9

Association News

12

Local GA Update

Articles written by outside authors do not necessarily reflect the views or positions of the Washington Hospitality Association, its Boards of Directors, staff or members.

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State GA Update

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Calendar and New Members

Products and services advertised in Washington Hospitality Magazine are not necessarily endorsed by the Washington Hospitality Association, and do not necessarily reflect the opinions of the Washington Hospitality Association, its Boards of Directors, staff or members.

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Ask the Expert

ADVERTISING INQUIRIES MAY BE DIRECTED TO:

Andy Cook

360.956.7279 andyc@wahospitality.org Washington Hospitality Magazine is published monthly for members. We welcome your comments and suggestions. email: news@wahospitality.org, phone: 800.225.7166.

Circulation: 6,310

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THANK YOU TO OUR SYSCO WASHINGTON PROSTART® INVITATIONAL

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April 2018 │ 5

President and CEO

What we’ve done for you Our members are often asking us, “What have you done for me lately?”

Over the past couple of years, Washington Hospitality was able to stop or amend many extremely negative proposals. We were able to protect vital things like the sweetened beverage tax credit and core worker compensation reforms. We were able to find a solution for paid family leave. It’s a solution that not only won’t harm our industry, but most argue it’s a solution that will benefit our industry.

Those were all cool wins.

This year, thanks to great work by our Association team, strong coalition building and pure tenacity, we have another important win: We’ll be putting more heads in beds and butts in seats.

We’re toasting the passage of Engrossed Fourth Substitute Senate Bill 5251 in March in the Washington State Legislature.

Tourism is an absolute return on investment.

Washington was the only state in the U.S. without a statewide tourism promotion program. We’ve been working to restore funding since 2009. The bill creates a public-private partnership and includes a two-to-one private match. The state will kick in $3 million per biennium for tourism marketing spending in Washington.

Dollars tourists spend get recycled in our communities. We’re providing for wages, more hours and good jobs for our people, providing more tax dollars and generally creating a sense of community pride.

Let’s stop for a moment to toast your team and great leaders over the past several years who made this happen. From the constant leadership and steady hand of Andy Olsen of Columbia Hospitality to the fiery energy of Monique Trudnowski, Julie McAferty of the Washington Bed and Breakfast Guild and the hundreds of you in our grassroots network who made calls to push a bill across the finish line when most thought we were still a couple of years away.

Thank you.

The legislation gives us the platform to craft our megaphone to talk about Washington’s adventures and indulgences – the strategy of the Washington Tourism Alliance’s draft marketing plan.

It is interesting that traveler polls show Washington is recognized for having great restaurants. You see picturesque photos in magazines that show our incredible resorts and bed and breakfasts from Bellingham to Walla Walla to Long Beach. And yet, when people think of where to visit, the numbers show we’re ranked behind Oregon and Idaho.

A state this beautiful should be second to none. Now with the new tourism funding, we can really begin to talk about our beautiful state with the outside world.

The bill that we passed this year has a lot of work in front of it. While the bill doesn’t provide the funding to pull even with surrounding states, it will fund the ability for us to get a solid foundation. We’ll need to work beside destination marketing organizations and tourism promotion areas around the state, as well as our partners in tourism and other industries – and yes, you!

Your Association will be there to help get it done and get the best brains to accomplish it in a way that is measurable and that you can be proud of.

That sense of bonding and trust with destination marketing organizations and other tourism-related industries created by working together for the past few years is only going to continue and benefit us as we go from securing our permits and laying the foundation to actually building a great tourism-promotion program.

It is in our industry’s nature to find solutions to problems facing our communities.

What have we done for you lately? This year we’ve given you a platform to talk about why travelers need to come to your community for great local, personal experiences.

Together, let’s open the door and say, “Welcome to Washington Hospitality.”

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Primary Source of Information | News Briefs

Reminder: Legally valid, unpaid internships are rare The master-apprentice learning relationship is a time-honored tradition in the hospitality industry, but there are very clear legal requirements on compensation for apprentices. Unpaid chefs in training—traditionally called “stagiares” or “stages,” and unpaid hotel interns such as concierges in training, do not qualify as legal unpaid interns under federal law. They also violate Washington’s wage and hour laws.

Expanded joint-employer standard is back In February, the National Labor Relations Board reversed its December 2017 decision to overturn the Obama-era expansion of the joint-employer standard.

The NLRB concluded that one of its members had a conflict of interest and should not have participated in that December decision.

The expanded standard holds business owners liable if third-party service contractors don’t pay their employees appropriately. Until a new ruling is made, the expanded joint-employer standard is back in force—a temporary setback in the effort to overturn or clarify the expanded standard.

In 2017, the House of Representatives passed H.R. 3411, the Save Local Business Act. This legislation would amend the National Labor Relations Act and the Fair Labor Standards Act to clarify that two or more employers must have “actual, direct, and immediate” control over their employees to be considered joint employers. As of press time, the National Restaurant Association and other business advocates were asking the Senate to introduce and pass a companion bill to H.R. 3411.

L&I to begin rulemaking on overtime exemptions The Washington State Legislature directed the state Department of Labor & Industries in February to initiate rulemaking on the Executive, Administrative and Professional, or “white collar” exemptions from the State Minimum Wage Act. These exemptions establish a salary threshold and duties test for an employee to be exempt from overtime. The department indicated it will begin the rulemaking process later this spring. Currently, the department is creating a work plan for the specific steps of the rulemaking process.

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Under the federal Fair Labor Standards Act and Washington’s Minimum Wage Act, there is no such thing as an unpaid volunteer for a for-profit corporation. Individuals who perform work must be paid at least minimum wage and overtime—even if those individuals state that they do not expect to receive wages—and they must be counted as workers for the purposes of Washington’s workers’ compensation laws. Learn more by reading wahospitality.org/legally-validunpaid-internships-are-rare.

Primary Source of Information | Association News

Frontline hotel supervisors in Seattle get extra training in trafficking prevention More than 60 frontline managers and supervisors participated on March 10 in the Seattle Hotel Association’s special training in anti-human trafficking prevention.

May will be all about Hospitality When partnerships are good, the results can be outstanding. That’s why the Washington Hospitality Association and the Employment Security Department are again teaming up again to promote May as Hospitality Month in Washington state. The goal is to create awareness around hospitality as a lifelong career, provide a solution to the industry’s labor shortage and celebrate all things hospitality.

Hospitality is expected to add 3.3 million jobs nationwide in the next 10 years. That’s a lot of jobs, many of which will be career and leadership positions. It’s also why the two organizations created WAHospitalityCareers.com within WorkSourceWA.com to encourage future managers to investigate careers in the industry.

This new website focused on the hospitality industry also provides tools that make it easier for you to find and hire qualified candidates. For free on the website, you can post jobs, as well as look for and manage candidates.

We anticipate Gov. Jay Inslee to proclaim May as 2018’s Hospitality Month and we’re planning events to help you fill your open positions and educate job seekers and influencers about the industry – so stay tuned!

You, too, can keep the momentum going. Connect with the Washington Hospitality Association at 360.956.7279 to learn how you can connect to job seekers in your area and make hospitality careers a top choice for the next generation. –Submitted by Chad Pearson, Marketing, Outreach and Communications for the Employment Security Department

Businesses Ending Slavery and Trafficking (BEST), local leaders in anti-trafficking training, ran the training which was designed to equip frontline managers and supervisors with the knowledge, training and tools to train others and follow best practices to proactively prevent human trafficking at lodging properties.

Attendees learned about the issue of trafficking from BEST’s executive director and from law enforcement experts from the FBI and Seattle Police Department’s Vice Squad. They also earned certification in BEST’s online trafficking prevention training and learned how to train others using BEST’s online training tools.

Motif Seattle generously hosted the event, and the Washington Hospitality Association, Seattle Hotel Association and BEST were presenting sponsors. BEST will hold a similar training in May in Redmond. For more information, email Sophia Shin at sophia@bestalliance.org.

Spokane members help their community thrive Members of the Spokane Chapter and the Spokane Hotel Motel Association have been contributing to their communities in many ways.

Recent activities include donation drives for the Women & Children’s Free Restaurant, transport and assistance of used restaurant equipment to local soup kitchens and maintaining relationships with the Red Cross to provide hotel rooms for fire victims. In 2009, Spokane members created Big Table to build a community among employees of the hospitality industry through sharing meals and caring for those going through crisis or transition.

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Primary Source of Information | Association News

BELLEVUE

Washington Hospitality Summits kick off this month How would you feed 40,000 plus people a day? Mark Freeman, a senior manager with Microsoft’s Global Dining Services and this year’s keynote speaker for the Washington Hospitality Summits, will share how he and his team accomplish this using innovative technology and a focus on sustainability. Their showcase program on the 500-acre Redmond campus helps Microsoft attract the technology sector’s most sought-after talent.

APRIL 4

Washington Hospitality Summits, presented by Food Services of America, will take place in Bellevue (April 4), Seattle (April 9), Bellingham (May 8) and Tacoma (May 14). The annual summits are designed to inform and ignite savvydecision making for hospitality businesses. These half-day event is filled with seminars, panel discussions and Q&A sessions where you can interact with and learn from other industry professionals.

HILTON BELLEVUE

SEATTLE

In between sessions, you’ll meet local vendors at our trade show and source products and services for your operations. At the Seattle Hospitality Summit, the trade show will include a Plastic Alternatives Showcase which will feature alternatives to plastic utensils and straws, all suitable for meeting the city’s ban on plastic straws and disposable utensils that goes into effect on July 1.

Summits start at 11:30 a.m. and wrap up with a networking Happy Hour. Drinks, appetizers and a prize drawing are included in the $35 registration. Content at this year’s summits includes:

APRIL 9

RENAISSANCE SEATTLE HOTEL

BELLINGHAM

MAY 8

FOUR POINTS BY SHERATON BELLINGHAM HOTEL & CONFERENCE CENTER

TACOMA

A look at third-party delivery services. With the expansion of third party delivery apps & platforms in almost every city and market, there are several advantages and disadvantages to using them. Join this spirited panel discussion to hear about the pros and cons of these services from business consultants, restaurant operators and representatives of delivery companies.

Proactive solutions to prevent sexual harassment. The #MeToo movement has pushed workplace sexual harassment in the national spotlight. With today’s cultural climate, all employers should reevaluate company policies and practices. This session will identify common situations that open the door to sexual harassment and discuss preventive solutions to prevent and defend against claims.

Local government affairs updates. Join the Washington Hospitality Association’s Local Government Affairs team members as they review issues impacting you at the local and state levels and provide updates on the latest policies and proposals.

Five-star reviews. We live in a world where average star rating is the most important factor consumers look at when judging a local business on review sites. A 2017 Bright Local study found that 97 percent of consumers read online reviews for local businesses. Learn strategies that will empower you to better manage your online reputation.

MAY 14

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April 2018 │ 11

Government Affairs | Local GA Update Seattle City Council begins work on jobs tax In early March, the Progressive Revenue Task Force approved its recommendations for a tax on jobs to raise $75 million for affordable housing and programs for the homeless. The task force also recommended raising an additional $75 million through other sources.

The task force forwarded their report to the Seattle City Council for deliberation and approval. The proposal includes three options for taxing companies and sets an annual gross revenue threshold of $8 or $10 million.

It also recommends graduated tax rates based on number of employees. The tax rate options include a percentage of payroll, a set amount per full time employee or a combination taxing both payroll and FTEs. The task force concluded that businesses under the threshold should also contribute towards addressing homelessness, and its final report calls for levying a $395 annual tax on businesses with annual gross revenue between $500,000 and the $8 or $10 million threshold.

The tax proposal is being considered in the Finance, Neighborhoods and Affordable Housing Committee and may be in front of the full council in April.

Seattle needs a long-term solution to its homeless crisis, and members are concerned that the jobs tax comes without a plan and without measurable goals to deliver desperately needed results. A jobs tax also falls heaviest on hospitality businesses which employee large teams to deliver great local experiences.

Restaurants would be especially hard hit as they have tight profit margins and are already having to adjust to the growing financial burden of operating in Seattle.

The Seattle Government Affairs Team is closely monitoring the legislation and will continue to share the disproportionate impact a jobs tax has on laborintensive hospitality businesses.

Seattle to increase statute of limitations for sexual harassment Councilmember Lisa Herbold introduced legislation in March that would extend the statute of limitations for filing workplace sexual harassment claims with the city’s Office of Civil Rights. Seattle’s current law allows an employee 180

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days to file a harassment complaint with the city. The proposed ordinance would increase that time to 18 months.

I-124 Rulemaking The rulemaking process for I-124, the Hotel Employee Health and Safety Initiative, continued in March. Each week, the Office of Labor Standards convened both joint and independent stakeholder meetings to discuss sections of the ordinance. Our Seattle members and GA team have been active in the process through the hotel employer and hospitality management stakeholder group. As we go to press, draft rules are scheduled to be released in the first half of April.

Tacoma City Council working to select interim councilmember In March, Tacoma City Councilmember Robert Thoms of District 2 was involuntarily recalled to active duty with the U.S. Navy Reserves. The City Council selected Justin Camarata to serve as interim councilmember to fill the District 2 seat while Thoms is away on a six-month deployment.

The council reviewed 26 applications, interviewed nine and selected Camarata on March 20. Camarata is a startup manager and a housing and transportation booster.

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Government Affairs | State GA Update

The 2018 Legislative Session ended on time on Thursday, March 8. During the 60-day session, the State Government Affairs team secured many wins for the industry. Most notable was the passage of Second Engrossed Fourth Substitute Senate Bill 5251, which establishes a statewide tourism marketing program. The Washington Hospitality Association worked on this bill over the last two years in partnership with the Washington Tourism Alliance. We are pleased to report the bill passed unanimously in both chambers of the Legislature and was included in the supplemental operating budget. As of press time, the legislation awaits the Governor’s signature.

With the session over for 2018, the State Government Affairs team is shifting its focus to the rulemaking process within multiple state agencies on many different topics.

These include:

The State Government Affairs team looks forward to sharing all the details of this year’s wins next month in our Legislative Review.

Paid family leave: The Washington Hospitality Association was instrumental in negotiating the strongest paid family and medical leave program in the nation for both employers and employees. Our team was able to achieve important wins in the process, including a small business exemption, assistance for small and medium-sized businesses, statewide preemption, business flexibility, and relief from unemployment insurance. In preparation for the program beginning insurance collections on Jan. 1, 2019 and paid leave going into effect in 2020, the state’s Employment Security Department has begun the stakeholder process to create rules to clarify the law. The Washington Hospitality Association is on the advisory committee, has participated in monthly meetings with ESD and other stakeholders and provided feedback on first drafts of materials.

Overtime exemptions and salary threshold: The state Department of Labor & Industries (L&I) has begun the rulemaking process on the overtime exemption and salary threshold in the State Minimum Wage Act. Earlier this year, the Legislature directed L&I to initiate rulemaking on the Executive, Administrative and Professional, or “white collar” exemptions within the State Minimum Wage Act. These exemptions establish a salary threshold and duties test for an employee to be exempt from overtime pay. The Legislature’s directions included establishing state rules that mirror the federal overtime rule. A new federal rule was slated to go into effect in 2016, but then put on pause. That new federal rule has since been overturned by the new administration.

The Washington Hospitality Association is engaged with L&I on this topic.

Tips and surcharges: As part of rulemaking on the I-1433, the initiative that increased the minimum wage and established a paid sick and safe leave law for Washington, Labor and Industries has announced they will be issuing agency guidance on tips and service charges. A labor organization recently announced its intentions to request L&I initiate rulemaking to prohibit surcharges. While L&I does have the regulatory authority to oversee service charges meet disclosure requirements, and that service charges are paid to employees as described, they do not regulate surcharges – which are different and permissible under law. As operating costs for the hospitality industry increase and put greater pressure on already tight profit margins, surcharges are a topic the State Government Affairs team will be following closely.

Food Code: Every 10 years, the Washington State Retail Food Code is reopened for updates. Changes to the Food Code are important to our members and our industry, and the Washington Hospitality Association will be there to participate in the process when it kicks off later this spring.

Your input and stories as small business operators and owners are important to the rulemaking process. If you’d like to be involved on any of these topics or would like to receive regular updates about these topics, please contact State Communications Manager Nicole Vukonich at nicolev@wahospitality.org.

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Delivering A Greater Customer Experience

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April 2018 │ 15

Inspiration and Creativity at 2018 ProStart Invitational Students from around the state displayed their skills in Spokane

By Lisa Leinberger

Grazielle DeSouza-Santos, a student at Spokane’s Rogers High School, used a pair of tongs to pick up her sizzling lamb loin chop and asked teammate Taylor Snell his opinion of its color. He nodded at the chop before prompting his team.

“You guys are at 11 minutes,” he told them.

The rest of their team, Derek Tran, Mackenzie Adams and Katie Hall, thanked Snell and continued working.

“She’s always liked to cook,” said Lisa Britto, who came to cheer on her daughter, Cheyenne Britto of Puyallup. “She started out with scones and took it further.”

Cheyenne’s teacher, Donnell Turner said her team’s Southern-inspired menu came from a night out when she had shrimp and grits. She demonstrated the meal to her students, and they started cooking it at home. She admits the program is a time commitment for her students.

“It’s a lot, if they want to be good,” Turner said.

They were part of the Sysco ProStart Invitational, a culinary and management competition for students enrolled in the hands-on program at their schools. ProStart is a nationwide, two-year program for high-school students with an industry-driven curriculum to build practical skills and real-world educational opportunities.

At the competition, held March 10 in Spokane, management students created business plans, menus and concepts for the judges. The culinary students created a three-course meal they prepared in 60 minutes using no electricity and no running water.

The event focused on teamwork and problem-solving at a high level.

The team from NW Career Tech, Gianna Ginsburg, Miles Hahn, Kaley Julian and Ceana Dyer, were all firsttime competitors in the culinary event. They said they collaborated with their management team to create their dishes and price them. If diners found their three-course meal on a menu, it would run about $50.

“It was a lot more laid back,” Ginsburg said of the experience. The team members said they had been practicing in a high-stress, fast-paced environment, but they all felt relieved when they competed.

“You don’t feel as rushed,” Dyer said.

One of the teams that impressed viewers on social media was North Central High School. “Their table was so clean!” one commenter posted.

Jeff Lamb of Outlaw BBQ & Cater Market is a mentor for North Central. He said the team’s cleanliness was no accident.

“If you can keep a clean table, you can keep a judge away,” he joked.

North Central originally planned a menu that included shark, but the students decided the protein wasn’t sustainable and wanted to move toward a more traditional Northwest-inspired meal. They served locally-sourced pork and steelhead caught in the Columbia River.

Washington Hospitality Association President and CEO Anthony Anton told the students that although many restaurants throughout the state are considered small businesses, collectively, hospitality is the largest private employer in the state of Washington. Programs like ProStart give students the skills to enter the workforce and offer local businesses a chance to see what the future holds.

He noted that changes are coming to the restaurant industry, whether its new technologies, new kinds of restaurants or new flavor ideas. One thing that won’t change is the need for qualified employees.

Julian said she was proud of how her team did at the event.

“We worked together to get it done, and we didn’t stop,” she said.

Each team came with a full complement of teachers, mentors and parents, many of whom were more nervous than their students.

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Anton asked all of the students to remember what it was their teachers and mentors had offered them during their time with ProStart and encouraged them to follow in their footsteps by giving back to the students coming through the program after them.

“It’s a dynamic time,” he said.

2018 Washington ProStart Invitational Winners CULINARY COMPETITION

First Place

Second Place

Third Place

Newport High School

Kentlake High School

Bonney Lake High School

(Bellevue)

(Kent)

MANAGEMENT COMPETITION

First Place

Second Place

Third Place

Newport High School

Bonney Lake High School

Ferris High School

(Bellevue)

(Spokane)

Student of Excellence

Educator of Excellence

Mentor of Excellence

Derek Tran

Kahale Ahina

Dan Corekin

Rogers High School (Spokane)

Bonney Lake High School

Bonney Lake High School

Thank you ProStart volunteers and sponsors!

Each year the ProStart Invitational is made possible by the generous support from sponsors and volunteers. Our deep appreciation goes to many volunteers and to title sponsor Sysco, Culinary Competition sponsor Bargreen Ellingson, Management Competition sponsor Hop Jacks, The Art Institute of Seattle (Future Fair), Spokane Federal Credit Union (Evening Reception), Pepsi (Beverages), Student of Excellence Scholarship sponsors Northwest Restaurants Inc. and Taco Bell/KFC and Educator of Excellence Scholarship sponsors Orchard Foods and Taco Bell/ KFC. We are also extremely grateful to culinary station sponsors Charlies Produce, Ecolab, Farmer Brothers and The Onion as well as Ecolab, ChefWorks, Hotel RL, Prodigy Arrow, Spokane Federal Union, Dexter Knives and Chef Revival.

April 2018 │ 17

Here’s what three of our members are doing to get ready for a busy summer season.

By Paul Schlienz

You don’t need us to tell you about the importance of high season for your business. If you’re in the hospitality industry in Washington state, you know how much of a boost summer can bring to your bottom line.

The vacation season brings tourists and tourism dollars, and the better weather, longer days and summer time events and activities encourages everyone, out of towners and residents alike, to enjoy life by relaxing, eating out and enjoying new experiences. All good news for hospitality businesses.

"It’s a fun business, and we’re always excited about the summer season," said Tom Diller, who owns the Lopez Islander Resort in the San Juan Islands.

Any way you look at it, this is a season you want to take full advantage of. Here are a few words of advice from several Washington Hospitality members whose businesses thrive with the influx of summer business.

Hire Early

Not surprisingly, hiring is a primary concern as the summer approaches.

“Although we accept resumes and applications year-round, we start looking for the summer 18 │ wahospitality.org

season positions in February and March for proper matches to our team by word of mouth or on Indeed,” said Chris Simpson, director of sales and marketing at The Chrysalis Inn & Spa and Keenan's at the Pier in Bellingham. “First impressions are key.”

Bret Wirta, CEO and owner of Wirta Hospitality International, a company that owns three properties in Sequim – the Holiday Inn Express and Suites, Quality Inn and Suites and Brown Bear Diner – in addition to the Magnuson Hotel Papago in Scottsdale, Ariz., concurs with Simpson on the importance of hiring early for the high season.

“Ideally, what we want to avoid is having candidates just before you need them,” said Wirta. “The cardinal sin is to wait too long to start the hiring process. If you do that, you’ll be forced to hire anyone who walks through the door and end up with warm bodies rather than really good candidates for your positions. We make sure that by summer, our interviews are all done.”

Diller has a unique perspective, operating a property on an island accessible only by ferry.

“We are a destination, and we have to be very conscious of the season,” said Diller. “Hiring is something you do with the season. We put out ads and look locally for candidates.

We advertise in May and June. We’re on an island, so it’s a little different for us. We’re looking for people who live on the island or those who are willing to go to work on the ferry each day. It’s a higher level of commitment.”

Training

Once you have your staff, the next step is to train your new employees, so they’re prepared to face the crowds and pressures of the high season.

The Chrysalis Resort utilizes a unique and especially clever way of getting its new hires up to speed.

“We pair our new employees with a designated trainer or the manager for at least two or more shifts,” said Simpson.

“The trainers have the new hire shadow them. Then on the third or fourth shift, as appropriate, the roles shift, and the trainer shadows the new hire, correcting any errors made or training items missed during the initial two or more days of training.”

Wirta, for his part, uses two very different training tracks, depending on whether they are prospective managers or regular staff members.

"If new hires are management candidates, we put them in a 90-day training plan," said Wirta. "Regular staff training is a combination of corporate and franchise training."

For Diller, one of his chief concerns, at the Lopez Islander, is making sure his new and old employees are fully integrated as a coherent staff.

“We always try to have an initiation meeting,” said Diller.

“That way, we can help our new employees learn the lay of the land and introduce them to our experienced staff members. We have a core group that comes back every year. We always work hard to integrate our core group and the new people. Our approach is meetings first, then training. We also keep in mind that not everyone is going to arrive on June 1. As a result, we have ongoing training.”

April 2018 │ 19

Menus

As the summer approaches, revamping menus is another way restaurants take advantage of the season and all it has to offer.

that. We do make decisions with daily specials, not seasonal decisions, but daily decisions. For example, if we have prime rib left over from last night, we’ll have prime rib omelet special in the morning."

"We have a series of internal discussions about the summer menu," Diller said. "We talk through what people like, what they may not like as much, and we look for opportunities for experimenting with new items that are available. Plus, we always hold onto the tried and true. Our summer menu is 80/20. Eighty percent is core items, while 20 percent will be new items."

Summer revamps are also very much on the menu at Keenan's on the Pier.

"We try to match as many cocktails and wine to the season,” said Simpson. “Magazine publications like Imbibe, Wine Spectator and Decanter are useful as well to offer inspiration and inform us of new trends and guest expectations in wine and spirits. For the foods featured on our spring/summer menu, we look to what will be in season and available locally. Lighter, brighter foods and preparations are highlighted.

“Sometimes it is just a matter of what we, as a team, are currently enjoying and want our guests to try."

For Wirta, whose Brown Bear Diner franchise was recently honored as Diner of the Year out of 108 Brown Bear Diners, menu planning is not an option.

Social Media and Technology

"We created our hospitality business a dozen years ago," Wirta said. "We chose the franchise model. Decisions regarding menu are out of our hands. We have a corporate chef who serves the entire chain and is responsible for

"We have a very large Facebook following that is close to 3,000," said Wirta.

While Wirta is not active in menu planning, by contrast, his company is very active in social media.

"We extensively use Facebook and other social media.

As soon as weather turns nice, we’ll show photos of the scenery, our activities, and features like our pet-friendly deck at the restaurant. We are on social media 365 years a year on the Olympic Peninsula. We probably post more than anyone else around here. Among other things, we work with Yelp! and the Peninsula Daily News."

Additionally, Wirta is looking at tech upgrades, especially for the back-of-the-house at his Black Bear Diner "We are always looking at tech upgrades," said Wirta. "Black Bear is looking at ways of reordering the kitchen, making the ordering process more efficient. Still, we're fairly low tech other than tech in the kitchen and the tech ordering processing. We don’t take reservations although we do have a new takeout ordering system online that's good to go for the summer.

“We’re high touch people as opposed to high tech people.

Hospitality is always the first thing on our minds whether in the summer or any other time of the year."

20 │ wahospitality.org

GETTING READY RESOURCES Here are several ways Washington Hospitality can help you get ready for the busy season that is just around the corner.

Free Online Job Listings

Immediate Training

Thanks to the partnership between Washington Hospitality and the Washington Employment Security Department, hospitality employers and future hospitality employees have a powerful website to build staffs and launch careers.

The Washington Hospitality Association Education Foundation is your go-to resource for employee training, and EF’s new training menu makes it easier than ever to provide your employees with training to help them deliver the highest standards of service and safety.

WAHospitalityCareers.com is focused on the hospitality industry and provides tools that make it easier for employers to find and hire qualified candidates. You can post jobs and manage candidates on the site, all at no charge. The site is within WorkSourceWA.com.

In-Person Hiring Events On May 31, the Washington Hospitality Association will present a special Hospitality Hiring Event at the Hotel Murano in Tacoma.

Participating employers will have the opportunity to hire pre-screened, employable and readyto-interview candidates actively looking for hospitality employment, all made possible by the Association’s partnership with the Employment Security Department and the Washington State Department of Health and Social Services.

The Hospitality Hiring Events are designed to help candidates get past typical roadblocks to employment such as a lack of transportation, certification or permit, uniforms or food assistance.

Eligible applicants can receive a food handler’s permit, free or discounted Orca Lift cards, childcare assistance vouchers and other resources for their first 12 months of employment. Receiving this type of support will help employees be more successful and fully engaged at their new workplaces.

Look for more information about this and other Hiring Events in upcoming communications from Washington Hospitality, or call 1.800.225.7166 for details.

Top on the menu are perennial ServSafe favorites ServSafe Manager, ServSafe Alcohol and ServSafe Allergens training, followed by Hospitality Workplace Safety, First Aid/CPR/AED, Bloodborne Pathogen and Customer Service Training.

Learn more at wahospitality.org/educationfoundation-training-menu.

Free Access to Consultants and Industry Experts If you’re in a pinch, the best way to get quick advice from an expert is to tap into the Advisory Network that comes with your membership.

Advisory Network consultants span a wide range of fields and expertise, and they can help you address operations, HR or other issues. Lease renegotiation issues, P&L concerns, overtime rules, termination questions are among the frequent topics members bring to their membership partners. Your area coordinator can set you up with the right Advisory Network expert for 30-minutes of free consulting.

Your Membership Team!

Washington Hospitality has a membership team dedicated to helping you get the information, resources and services you need to succeed. Your Area Coordinator can connect you to all of the resources listed on this page and much more.

If you don’t already have your AC on speed dial, call 360.956.7279 to get connected.

April 2018 │ 21

#SoSocial Using social media to engage your

customer base

By Morgan Huether

“A lot of people shared stories of lost stuffed animals from When a young patron left a stuffed when they were younger,” Thompson said. “They still felt bunny behind at the Rusty Tractor pain from that.” in Elma, General Manager Tyler Thompson posted eight more times, updating Thompson couldn’t have patrons on the bunny’s status. Each post had anticipated that sharing a photo of the bunny doing something different like sitting nearby to help the news on Facebook prepare the evening’s tri tip while would reach more than wearing a “hare” net, discovering 30,000 people – but Blue Bunny ice cream was not made of bunnies and sneaking a slice of #bunnystrong that’s exactly what carrot cake. He also incorporated happened. punny hashtags like #bunnystrong and Thompson posted a photo of the bunny to his restaurant’s Facebook page with the caption, “Somebunny left their friend behind today; don’t worry, he’s in good hands until you come back to claim him :)” The post has been shared 161 times since Jan. 9.

Thompson said he was surprised by the reaction the post received. At first, regulars were commenting on the posts and were very entertained. The posts seemed to resonate with people, Thompson said.

22 │ wahospitality.org

#badhareday.

“There was a lot more response than I thought there would be,” Thompson said.

“The most important thing about the response I received was an overwhelming opinion that it was refreshing to see something positive in everyone’s news feeds instead of all the negativity that is usually on social media.”

Thompson said his usual “reach” for a post was 700 to

Ph oto

M by H an org

ueth er

We know people spend a lot of time on social media.

Some research suggests people spend as much as two or more hours per day between sites like YouTube, Facebook, Snapchat, Instagram and Twitter.

2000 people.

Reach is one of the metrics Facebook provides for engagement, and reflects the unique number of people who see your content.

Then King 5 took notice and ran a brief story and shared the posts on the outlet’s website. Once that happened, Rusty Tractor’s reach grew. One post was seen by more than 30,000 people and was shared 403 times. This was all unpaid advertising for Thompson, who didn’t pay to boost any of his posts.

Anecdotal evidence from staff, customers and your personal experience probably tell you a similar story.

#harewithoutyou

Many of Thompson’s regular customers asked about the bunny. Two young girls even asked to eat dinner with the stuffed icon when they visited the restaurant.

Thompson said he was happy to have something lighthearted to share on social media that generated positive interactions.

When social media works

It’s easy to fall into a pattern of sell, sell, sell when using social media. Many business owners and managers like Thompson do their own posting, which would come second to actually running the business. We spend so much time crafting the perfect marketing message, we forget that social media was created to help people be social.

Creating social media posts that don’t engage your audience is like standing in the middle of a crowded airport shouting about what your business is doing. You might turn a few heads but nobody’s about to follow you back to your office.

This is why Thompson’s message was so effective. He wrote about something many can empathize with and didn’t dedicate the attention he received to shameless promotion.

In doing this, he created relatable, memorable posts that touched on positive emotions. People were happy to share.

According to Statista, there are 800 million active Instagram users worldwide and 2.2 billion users on Facebook. Choosing to use either or both networks means exposing your brand messaging to a lot of potential viewers.

If you’re thinking about creating or re-working your social media plan, keep that relatable, social piece top of mind to help you reach the largest possible group of users.

Think about the social media you enjoy or like share to gain perspective on what works best. About memorable posts you’ve seen or interacted with and look at what made them interesting or memorable to you.

o by Mo P h ot

rgan Huether

Most importantly, try new things.

You’ll quickly see if they work by using the built-in analytics offers by Facebook, Twitter and Instagram (for business accounts).

Familiarize yourself with the kind of engagement you April 2018 │ 23

receive on an average post and pay attention to what excites your audience.

also choose a preferred filter and stick with it to further give your content more consistency.

Sadly, as of press time, the Rusty Tractor bunny has not yet been reunited with its young owner.

Choose a few themes or categories to post about.

When a user visits your profile, they will only see the most recent six or nine images you’ve posted. Those together should tell the story of what your business is about.

Insta-worthy

Instagram is a huge platform that is continually growing.

In December last year, Instagram was reported to have 800 million users, up from 600 million in December 2016.

Businesses should take note of these numbers. Instagram reports that 80 percent of its accounts follow a business on Instagram. The company also says people under the age of 25 spend, on average, more than 32 minutes per day on Instagram. Users 25 and older spend more than 24 minutes per day using the service. This is more time than on Facebook: According to Business Insider the average spent on Facebook per day by users is 20 or more minutes per day.

Instagram is a match made in heaven for hospitality businesses. It revolves heavily around visual posts, and businesses like restaurants and hotels have plenty of gorgeous things to post, from views to great food. These very iconic visuals can be used to entice users to come visit.

Here are some tips for using Instagram to your best advantage.

#hospitality

Choose a color palate and stick with it.

You can create a palate based on your business or logo or look at your images and see if any trends emerge. Consistency will help users identify your content and give you a brand to stand behind. You can

24 │ wahospitality.org

Use hashtags that are relevant and popular. Many Instagram users seek out content using specific hashtags.

This means you can target your audience by using carefully selected hashtags.

#hospitality

#hospitality

Don’t go hashtag crazy, however. Instagram posts are limited to 30 hashtags.

Posts that use all 30 hashtags can come across as spammy and may be penalized by the algorithm Instagram uses to place content when users search.

Stick with things that are relevant and have a lot of engagement. For example, a recent search provided 262 million posts tagged with #food. A post with that tag could reach a larger audience as it is a popular tag, but it also will compete for the viewer’s attention against more than 262 million other posts.

By comparison, a recent search returned 18 million posts tagged #hotel and 1.2 million posts tagged #hospitality.

Play with different tags and see what gets the most likes and comments.

If your Instagram account is set as a business, you will be able to easily dig into the analytics of your posts. If not, you can simply scroll through your recent posts to see what is getting your audience’s attention.

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What You Need to Know About Playing Music in Your Business

By Paul Schlienz

Music adds a lot to hospitality businesses, but before you add some music to your operations, make sure you know the rules of the road.

If you wish to play any music in your establishment— whether it’s recorded background music, live music, a jukebox or a disc jockey—you need to remember that someone created that music and you need to have permission, or a license, to play it.

As the business owner, you are responsible for obtaining the proper license, and you may be liable for copyright infringement if you do not. If your business is a corporation, stockholders and officers may also be held liable.

said Jessica Frost, executive director of industry relations at Broadcast Music Incorporated (BMI).

Exemptions to the rule If you only play music over the radio or television, you are exempt from copyright laws if your establishment is under 3,750 gross square feet in area (not counting the parking lot), or your establishment is over 3,750 gross square feet, and: •

You may be liable even if: • • • • • • •

Music is performed in a private club.

Music is performed by an independent contractor.

You do not know what music is being played.

Musicians play copyrighted music after being told not to.

The business is operating at a loss for charitable purposes.

Musicians are playing their own arrangements.

Music is on the radio or TV.

Merely owning a CD, tape, record, jukebox, radio, television or any other device that plays music, or owning a music file on a computer, does not give a business owner the right to play music for the public. There may be other situations, not listed above, under which business owners will be liable for copyright infringement if they do not obtain a proper license.

“Any business that’s open to the public that decides to publicly perform or have music for their guests needs to have the necessary licenses in place before they do that,” 26 │ wahospitality.org

•

You play no more than four televisions (no more than one per room), each measuring no more than 55 inches diagonally, with no more than six speakers total, and with no more than four speakers per room, and You play radios that have no more than six speakers total, with no more than four speakers per room.

To qualify for the above exemptions, you must not charge a cover fee to see the television or listen to the radio.

Ways to Avoid Copyright Infringement If you don’t qualify for the exemptions above, here are options that will protect you from costly copyright infringement: Enter a music licensing agreement. One way to avoid copyright infringement is to enter a music licensing agreement with a performing rights organization (PRO).

The four major PROs are Broadcast Music Inc. (BMI), American Society of Composers, Authors and Publishers (ASCAP), Society of European Stage Authors and Composers (SESAC) and Global Music Rights (see the resource section for contact information). After entering

an agreement with a PRO, you may play works by the artists it represents without infringing on their copyrights.

However, because each PRO represents a different group of artists, you must still check to make sure that the music you wish to play is covered by your agreement. Furthermore, if you wish to play music by artists not represented by one of the three aforementioned PROs, you will need to make separate licensing arrangements.

Purchase music from a music service. You may also avoid copyright infringement by purchasing music from a music service that will handle copyright clearance for you.

Keep in mind, however, that you will still need to make separate licensing arrangements for any music played in your establishment that is not provided by the music service.

If you have a jukebox, obtain a blanket license from the Jukebox License Office (JLO). JLO is a joint venture between BMI, ASCAP and SESAC. Purchasing a blanket license through JLO allows your jukebox to play all songs in the ASCAP, BMI and SESAC repertoires. Once you are licensed with JLO, you will receive a certificate that must be displayed in the title strip holder of each jukebox you operate.

If you already have music licensing agreements with BMI, ASCAP and SESAC, you do not need to purchase an additional jukebox license. However, buying a jukebox license alone does not permit you to play music by any means other than a jukebox, and not all jukeboxes can be licensed through JLO. Visit jukeboxlicense.com for more information.

There are also streaming music alternatives. Contact the Washington Hospitality Association for details.

Protections for Businesses That Play Music The Washington Hospitality Association played an important role in establishing a code of conduct and other requirements for music licensing agencies. It helped pass a law, which went into effect on Jan. 1, 2017, that prevents music licensing agencies from collecting fees in Washington unless they: • •

Have a valid Washington UBI number.

Register with the Department of Licensing and annually file an electronic copy of each performing rights agreement they use for royalty payments.

•

Make available to business operators the most current list of each performing work to which they hold copyrights.

Under the code of conduct, licensing representatives operating in Washington state: • • • • • •

•

Must identify themselves and disclose that they are agency representatives.

Must disclose the purpose of being on your property.

May not engage in any coercive conduct or be “substantially disruptive” to your business.

May not use obscene or abusive language when communicating with you or your employees.

May not use or attempt to use any unfair or deceptive acts or practices in negotiating with you or your representatives.

May communicate with you or your representatives during non-business hours by telephone or in-person at a location other than your business location only if you authorized them to do so.

Must address all communication to your attorney if directed to do so by written notification from that attorney.

If an agency or its representatives violate any of the above, they are subject to a $1,000 fine. The law also calls on agencies to conduct outreach campaigns to educate businesses on their rights and responsibilities regarding copyrighted music.

If you have any questions about your responsibilities with regard to music at your establishment, please call Washington Hospitality at 800.225.7166. It’s a complicated issue, but with a very simple bottom line: Don’t ignore your music licensing responsibilities.

RESOURCES

Washington Hospitality Association (for music streaming services) 800.225.7166 Broadcast Music Inc. (BMI) 800.925.8451 | www.bmi.com American Society of Composers, Authors and Publishers (ASCAP) 800.952.7227 | www.ascap.com Society of European Stage Authors and Composers (SESAC) 800.826.9996 | www.sesac.com Global Music Rights globalmusicrights.com Jukebox License Office jukeboxlicense.com April 2018 │ 27

INDUSTRY CALENDAR April/May

NEW MEMBERS

TRAINING

AG Partners LLC, Nine Mile Falls

Latah Bistro, Spokane

Apr. 23

ServSafe® Manager, Kennewick

Best Western Plus, Auburn

Lodge Acquisition LLC, Bellevue

Apr. 30

ServSafe® Manager, Everett

May 1

ServSafe® Manager, Seattle

CaskCades, Puyallup

My 4 Sons BBQ, Tacoma

May 17

ServSafe® Manager, Tacoma

May 21

ServSafe® Manager, Kent

Crazy Otter, Port Hadlock

Rabbit Hole, Seattle

Eli & Kathy’s Family Restaurant, Grandview

Red Lion Inn & Suites, Auburn

Firehouse Subs, Lakewood

San Juan Island Hostel, Friday Harbor

Great India Cuisine Inc., Olympia

Stink, Tacoma

MEETINGS Apr. 4

Seattle Restaurant Alliance Board Meeting

Apr. 5

Seattle Hotel Association Membership Meeting

Apr. 17

Spokane Hotel Motel Association Meeting

Apr. 17

Finance Committee Meeting

Apr. 17

Spokane Chapter Board Meeting

Apr. 24

Washington Hospitality Board of Directors Quarterly Meeting

Apr. 25

MSC Board Meeting

May 1

Executive Committee Monthly Meeting

May 2

Seattle Restaurant Alliance Membership Meeting

May 4

Education Foundation Board Meeting

May 8

H.I.H.I.T. Meeting

May 9

Retro Trustee Meeting

May 9

Seattle Restaurant Alliance Board Meeting

May 9

MSC Sub Committee Meeting

May 10

Seattle Hotel Association Board Meeting

May 15

Spokane Hotel Motel Association Meeting

May 15

Spokane Chapter Board Meeting

UPCOMING EVENTS Apr. 9

Hospitality Summit, Seattle

May 8

Hospitality Summit, Bellingham

May 14

Hospitality Summit, Tacoma

May 31

Education Foundation Hiring Event

28 │ wahospitality.org

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Ask the Expert

Be a Great Manager to Increase Profits

By Rick Braa, CHAE

Q:

We’ve experienced considerable erosion in our margins over the last three years. I’m wondering how much is due to the management team. We’re not the most structured bunch and I wonder if we’re doing the right work or even if we have the right team.

What suggestions do you have for us to be more effective?

A:

Being a great manager is not natural. Gallup estimates that management selection is wrong 82 percent of the time. In fact, they continue, only one out of 10 people possess the management skills to be a great manager and often they aren’t managers. One out of two workers admits to leaving a job because of a poor manager. This chronic turnover is expensive and disruptive. The owner’s responsibility is developing and retaining an engaged, great management team that will in turn

produce an outstanding, motivated employee base.

While management isn’t for everyone there are five areas which Gallup lists as fundamental to a great manager in its must-read study “State of the American Manager:” 1. Great managers engage and motivate every employee. A fully engaged and motivated employee is excited about working and performing well. Those who are engaged will statistically produce 50 percent more than an average employee, and their productivity soars. Employees thrive in a work environment where managers create motivational conditions. This will produce higher retention, higher energy, higher sales and higher profits. Guests love energy and feed off a busy restaurant. They become engaged themselves and become regulars, building a healthy and profitable sales base.

2. Great managers assert and overcome obstacles. Effective communication and pig-headed determination are a combination for a winning team. Being assertive provides a path to state needs and wants clearly, appropriately and respectfully.

Restaurants are full of obstacles. The assertive manager will create clarity, pave the way for solutions, obtain discretionary effort from direct reports and achieve results.

3. Great managers nurture a culture of accountability. It’s often said that holding someone accountable is the work of the manager. Rather, hiring and retaining accountable people is the goal. This creates culture. If a manager must

30 │ wahospitality.org

insist on a person being accountable to something, he/she has the wrong person on the team. Accountable people think about how to get a result and when faced with failure own up to it and find better solutions. Great managers identify, hire, teach and train accountability.

4. Great managers build transparent, trustworthy relationships. Employees that feel a manager is approachable, trustworthy and genuine tend to be more engaged, make a greater contribution and stay with a team longer. Managers who care and transfer that caring to their crew create win/win situations where employees feel connected and carry out the mission of the business: to serve the guest, be a great teammate and work at a highly motivated and productive level.

5. Great managers make datadriven decisions. Business is art and science. Emotion and art create a business; science keeps it going. Too much art leads to drama, too much science leads to a contrived, sterile concept. The balance between the two is up to management. The most successful companies are those that guard the art and manage the science.

Qualified managers know the balance and make decisions based on data in the best interest of the business and the team. With that balance, the business is healthy both emotionally and financially.

Evaluate your management team.

Identify weaknesses and evaluate whether they are simply ignored or truly weaknesses. You can’t fix a bad manager. If only one in 10 managers are qualified, the odds are against you and likely are at the base of eroding margins. Coach the good ones to be great and your business will experience profitability and margins you only imagined.

For more information on improving profitability and driving sales, contact AMP Services at rbraa@ampservices. com. Rick Braa is the co-founder of AMP Services, an accounting and consulting firm specializing in helping companies grow profitability.

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