CHAPTER 8 & 9

a dedicated team constantly striving to balance the rhythm, timing and flow of production and service delivery adds the final ingredients that bring the dining experience to life

rhythm- the coordination of each required task and activity TIMING- the sequencing of each task and activity to produce desired results FLOW-the combination of rhythm and timing resulting in a smooth, efficient operation

In two studies, researchers found that:

"Placing menu items at the beginning or end of their category increases their popularity by abut 20% (namely the gain from 45% of the time when an item appeared in the middle of its category to 55% of the time when it appeared at one of the ends of its category)"

Tourists provide an important source of revenue to many, but not all, foodservice operations:

"Roughly half of all travelers report that they dine out when they travel, and that doing so is the most important activity planned after tourists arrive at a destination -ON AVERAGE, tourists spend about 25% of their total travel expenditures on foodservices, more than their spending on public transportation, lodging and other tourism services

The first public aquariums was established in:

***LONDON at Regents park in 1853 -eventually failed because of poor design/management, but the idea of a preservation attraction devoted to water life has proven to be successful -although aquariums are only about half as popular as zoos and wild animal parks combined, they are increasing in number, size and attendance

With many smaller f and b operations, managers are usually in close contact with the entire operation, enabling them to:

***gain personal insights into guests needs -as operations become more complex in settings such as hotels and resorts and the number of outlets increases, the need for formal planning processes/procedures become more important 2 TYPICAL DESIGNS/APPROACHES TO PLANNING AND DELIVERY F AND B SERVICES IN THESE LARGE PROPERTY SETTINGS -the approach chosen usually depends on factors such as the number of foodservice outlets, services provided (i.e. room service, event catering, etc), and the property's overall marketing strategy for attracting and serving guests

Many aquariums are supported and managed as:

**NON PROFIT FOUNDATIONS, such as Canada's largest, the Vancouver aquarium -others have been developed as for-profit enterprises, such as the chain of Sea world parks -recently, many cities such as Camden, NJ, Long beach, CA have funded aquariums to help revitalize waterfront areas by attracting tourists and residents to oceanside regions of these cities -ONE OF THE MOST SUCCESSFUL aquariums, BALTIMORE'S NATIONAL aquarium, helped ensure the success of the city's redeveloped inner harbor

The importance of shopping to tourism has become so significant in recent years that it has given rise to a distinct category of travel with a purpose:

**SHOPPING TOURISM -although the activity is distinct and growing, there is still some disagreement on how it should be defined -one common theme: shopping is the main purpose of the trip -studies on the role of shopping in tourist destinations choice and experience identify FOUR TYPES OF TOURISTS (serious shoppers, non-shoppers, arts and crafts shoppers, and not-so-serious shoppers) based on a combination of the importance of shopping in destination choice and actual participation in shopping activities

Rather than face the complexities of foodservice operations alone, tourism service suppliers (especially small lodging properties) are turning in:

**increasing numbers to the expertise provided through brand concepts from successful franchisors -by co-locating several franchises into food court setting, guest needs can be met, kitchen and customer service labor costs can be reduced, and marketing efforts can be minimized

Frequent hand washing, frequent sterilization of foodservice equipment, and careful use of cutting boards can go a long way towards:

**preventing future problems THE CDC AND IDENTIFIED COMMON FACTORS THAT ARE RESPONSIBLE FOR FOOD BORNE ILLNESSES INCLUDING -purchasing food from unsafe sources -failing to cook food adequately -holding food at improper temps -using contaminated equipment -poor personal hygiene -most of these are related to time temperature abuse and cross contamination -the servsafe program developed the national restaurant association provides the knowledge to properly design a food safety management system that monitors and reinforces food safety principles from receiving, storing, preparing, cooking, holding, cooling, reheating, to serving food

The next major step in the development of modern foodservice operations was marked by:

**the opening of the SAVOY HOTEL -it opened in London in 1898 under the direction of Caesar Ritz and George Auguste Escoffier. -grande cuisine was still the exception, but it was embraced by these two foodservice pioneers who ensured that their a la carte presentations were an event -diners enjoyed the best of food and service as well as the ambiance of elegant surroundings

Building profitable operations

-"Mention food and beverage, and most hotel owners and managers want to fun for the exits" -restaurants, and to a lesser extent bars/lounges, are hard to conceive, staff, operate and certainly profit from -competition in the f and b industry is fierce, with owners and managers facing the added problem of operating on very thin profit margins, so it is not surprising that a 60% failure rate for restaurants has been reported -why is this failure rate so high?- people seem to become financially involved in f and b establishment naively or for many of the wrong reasons -some are motivated to own/invest in a restaurant because they crave social recognition, whereas others like to dine out and think they know how to deliver the dining experience -still others venture into this line of business because they have gained status as accomplished cooks from dinner parties put on for friends -such experiences lead many to believe falsely that they have the necessary skills to be good f and b operators -however, there are some good news -research has shown that the median lifespan for restaurant operations is 4.5 years -so, the restaurant you enjoyed on your last trip may still be there on your next trip -Even if they do have the necessary talent, they may often fail to realize that foodservice operators are faced with working long hours and then dealing with many complex problems in todays competitive environment -profit margins are shrinking, and controllable costs, such as payroll, employee benefits, food costs, and taxes are being forced by the inflation and governmental regulations, and foodservice patrons are unwilling to accept higher menu prices -in fact, f and b operations require a great deal of attention to detail, and they are a business in which every nickel counts and profits are measured in pennies -according to one industry expert, there are a number of steps restaurant operators can take to ensure success

how foodservice operators are addressing sanitation concerns

-96% have trained kitchen staff in food safety topics -88% have audited food handling, preparation and storage procedures -85% have trained waitstaff in food safety topics -66% have purchased insurance to cover food safety losses -61% have required food suppliers to submit proof of liability insurance

GAMING

-Casino gaming has always been popular/available in many parts of the world, the it has experienced explosive growth in popularity/availability in the US, MACAO, SINGAPORE, AND CANADA DURING THE PAST FEW YEARS -when gaming was legalized in Nevada in 1931 to attract tourists during the depression, few would have envisioned that some type of gaming operation would one day be found within easy access of so many people in so many locations -The increasing availability/ ease of access to gaming locations in the U.S. resulted in more Americans visiting casinos than attending major league and collegiate football games, arena concerts, symphony concerts, and Broadway shows combined -casino gaming is one of the most regulated businesses around the world -gaming businesses must comply with local, state and federal regulations -these include complying wit tax laws, treasury department regulations, and rules governing alcohol consumption, types of games allowed and size of bets -the size of casino operations is measured by GROSS GAMBLING REVENUES (GGR) -GGR is the amount wagered minus the winnings returned to players

COMMERICAL ATTRACTIONS- THEME PARKS

-Disneyland (1955) was the first theme park -theme parks create a destination themselves -by combining entertainment, food and beverages and an environment different from that found outside the gates, visitors are allowed to escape reality as they enter -through the magic of technology and elaborate staging, theme parks can replicate almost any location in the world -as visitors are transported into simulated environments, they are afforded the luxury of being in another location w/o the expense or any of the potential problems of far away travel -increasingly, in the creation of theme parks, we see labor, expertise, capital and management flowing freely around the world "the contemporary american typically associates theme parks with concepts of performance, gardened park like settings and single price administration -to differentiate product offerings and compete successfully, theme park operators must become more aware of consumer perception and concerns -in todays global market, the basics of parks development/management remain the same, but attention to detail is vital -from an operating point of view, parks must create a fun atmosphere and be clean/visually appealing

Adding value to food and beverage experiences

-Successful F&B operators are quick to point out the need for differentiating their operations from those of their competitors -Operators strive to distinguish themselves by focusing on guest service, adding value through quality or pricing, providing unique atmospheres and dining experiences, or offering innovative foods, beverages, and services -Any of these approaches when successfully implemented may attract new guests as well as encourage loyal supporters to come back time and time again and bring their families and friends

"Tourists love museums. In cities like Paris, London, Amsterdam, and New York, museums have long been major draws for out-of-town tourists. Many people will plan entire trips around a must- see exhibition; many more merely find museums a convenient place to spend a rainy afternoon"

-a single spectacular museum has transformed -the list of museum types is extensive, but the following list provides examples of the more common options from which visitors can choose: GENERAL, ART, HISTORY, SCIENCE AND TECHNOLOGY, MILITARY AND NATURAL HISTORY -whether there are too few or too man museums is subject of much debates - however, as societies grow/change, museums provide a valuable foundation for studying the past and thinking about what the future may hold

The U.S. National Park Service is a large operation in itself, with over 28,000 employees and 2.4 million volunteers, and spending over $2.7 billion to serve approximately 11.7 billion visitors a year

-as a non-for-profit government agency, the national park service depends on appropriation, as well as other sources of revenue

Food quality and food costs are the results of effective purchasing

-as important as controlling labor costs in f and b operations is the challenge of controlling the cost of food -therefore, just as much attention should be paid to purchasing, receiving and storing these products as is paid to controlling labor costs -purchasing is much more than simply ordering and receiving f and b products -the greater the food knowledge/skills of the purchasing agent, the more effective the purchasing processes will be -without knowledge, problems are sure to occur -also, no matter how good the purchasing processes are, they can be made totally ineffective by poor receiving and storage procedures -simple mistakes such as failing to verify amounts/weights or not checking product specifications against the purchase order, as well as using newer items before older items, can have an adverse impact on profitability and quality

Foodservice operations have come a long way from the pioneering days of Monsieur Boulanger

-as societal norms, customs and economies evolved, so did the entire f and b industry -the first disciplined approach to the culinary arts was captured through the grande cuisine instituted by Marie-Antoine Careme -his cooking style, along with the recipes describing dishes and sauces of the grande cuisine, were collected and published in the LA CUISINE CLASSIQUE (1856)and other books that followed -although these books were popular in the kitchens of the nobility, they were slow in finding their way into the fledging restaurants, which offered a simple TABLE DHOTE -this type of menu provided little if any choice -careme's grande cuisine created a new style of service and range of menu choices -menus expanded through the offering of a "carte" or list of suggestions, giving rise to the a la carte restaurant

Designing the actual plate presentation is the fourth and possibly most artistic step in the process

-attention to detail in the previous steps comes to life when guests receive their selections -once the order is delivered, the eyes always take the first taste even with simple dishes, the presentation should be designed to fill our senses through a thoughtful combination of: -color -texture -shape -aroma -arrangement

foundations for understanding attractions/entertainment

-attractions are similar in some ways to live entertainment alternatives -visiting attractions or enjoying entertainment opportunities require travelers to make choices about how they will use their leisure time -some attractions are planned around historic sites and natural settings, whereas others are designed and constructed around planned activities, themes and events -depending on their purpose or setting, they may be controlled and operated by non-for-profit organizations that are dedicated to preservation and interpretation or by commercial organizations dedicated to meeting guests needs while making a profit -live entertainment opportunities may also be found in these same settings and may be operated on a non-for-profit or a for-profit basis -however, there are some key differences between attractions and live entertainment venues

The french revolution marked another important milestone in the growth of these new eating establishments

-chefs, who had previously worked for the monarchy or nobility under the constant threat of losing their heads in the guillotine, fled to the countryside and opened restaurants

Building a culinary heritage

-creating the foods we enjoy involves a combination of technology, science and a great deal of culinary and service talent -this talent can be found in many different types of f and b operations -the most common are commercial restaurants serving the general public and travelers who dine for reasons that range from need and convenience to entertainment and pleasure -Commercial restaurant operations vary all the way from fast food (quick service) and take out to elegant, full-service, sit-down operations -whereas restaurants are the most typical f and b operation, they represent only one of many types of f&b services -others can be classified into employee food service, recreational food service, transportation food service, lodging properties etc

it all comes down to rhythm, timing an flow

-developing menus and having the right equipment, ingredients and talent to produce these items is only the beginning of a successful foodservice operation -f and b managers bring menus to life -THE BRIGADE SYSTEM, developed by Escoffier, was designed to make the task possible -under this system, each position has a station assigned to workplace and clear-cut responsibilities. -professionally planned menus, a properly designed/equipped kitchen, well trained employees, and effective preparation and production systems make up the basic ingredients for delivering high-quality food and service -it takes more, a dedicated team constantly striving to balance the rhythm, timing and flow of production and service delivery adds the final ingredients that bring the dining experience to life -to achieve this balance, managers must focus on being team leaders of coaches for their employees/move away from authoritarian approach that has been traditionally used by foodservice managers

THE FIRST STEP IN PREPARING TO WELCOME GUESTS IS: designing the menu

-effective menu design begins with identifying target segments and planning to meet their desires -this requires asking some basic questions: 1. what image should foodservice operations support? 2. how man items should be offered on the menu? 3. how diversified should the offerings be and how seasonal should they be? 4. what impact will different menu items have on preparation, production, presentation, sales, service and profitability? -the answers to these questions may result in a variety of menu offerings and styles of service ranging from quick-service snacks to full-service formal dining The second step involves the design and presentation of the menu itself the Third step involves a variety of decisions that range from selecting service ware to designing the place settings -these decisions may be driven by the fundamental demands of serving as many guests as inexpensively as possible or a desire to create a pleasing atmosphere

Parks and preserves

-every park/preserve is a little bit different -range from famous urban parks such as central park in NYC or Hyde Park in London to forests and preserves such as prince albert national park in canada and Nairobi national park in Kenya -although they may be different in appearance and purpose, they are dedicated to protecting The natural beauty of landscape, plants and animals for future generations as well as providing visitors with ope spaces for rest, relaxation and recreation -achieving this balance requires meeting the needs of visitors while maintaining the resources contained within the lands that have been set aside for public use -to serve all these needs, the potential impacts of all activities must be monitored/managed

Fairs and festivals

-fairs/festivals hold a unique position in the attraction and entertainment segment of the tourism industry because they are a little bit of everything-heritage attractions, commercial attractions, and live entertainment -a fair was originally a temporary marketplace set up with the idea of stimulating commerce by creating an event that would bring together buyers/sellers -ON THE OTHER HANDS, festivals were gatherings devoted to times of celebration -up through the middle ages, there were fairly distinct differences between fairs and festivals -however, over time, many of the same types of activities such as food, shows and musical entertainment could be found at both fairs and festivals -i.e. World's Fair, the Eastern States Exhibitions or the "Big E", Livestock Shows, Mardi Gras, Albuquerque Balloon Festival, Harbin Ice Festival, Oktoberfest, Kona Coffee Cultural Festival, Oatmeal Cook- off held in Oatmeal, Texas -the idea of having fun at these events is probably not surprising because THE WORD FIAR COMES FROM THE LATIN WORD FERIA, MEANING "HOLIDAY" -as commerce grew, so did the idea of fairs that were designed to be large/last for longer periods of time, maybe as long as several months -many major exhibitions highlighting achievements and industries were held before the first WORLDS FAIR -two of these were the PARIS EXHIBITION OF 1889 AND THE 1904 LOUISIANA PURCHASE EXHIBITION IN ST. LOUIS MISSOURI -Festivals celebrate a variety of special occasions and holidays -some are derived from religious observances, such as New Orleans mardi gras festival

This seasonality of demand raises some key operating concerns for attractions

-first, from a marketing perspective, how can more visitors be attracted during less popular shoulder seasons and how can they be encouraged t spend more time and money during their visits? -second, from a management perspective, how can large numbers of employees be recruited and trained in a short period of time to deliver high quality customer service? -Finally, from a financial perspective, how can cash flow be managed so that enough money is available to meet payroll and other operating expenses during the busy periods, while retaining enough funds to meet maintenance and administrative expenses that occur on a year round basis? -attraction operators have a variety of alternatives to address these concerns

INTRO

-food and beverages are not only instrumental in filling a number of basic human needs, but they also fill special tourism needs CULINARY TOURS-have recently emerged as a significant component of the overall tourism industry Research has shown that CULINARY TOURISTS, those who travel to participate in coking classes, dine out in unique locations, sample wines and attend food festivals and farmers markets, are younger, better educated, and more affluent than other travelers -location and target segments will determine the relative important of tourists versus local patronage in an operations financial success -research has shown that foodservice providers attempting to cater to tourists can target marketing efforts to one of more of the following segments based on what they are seeking: VALUE, SERVICE, ADVENTURE, ATMOSPHERE AND OR HEALTH

Planning to meet guest expectations

-foodservice operators are not simply in the business of providing foods and beverages; they are in the business of creating guest enjoyment -achieving this goal requires attention to detail and preparation that begins well in advance of welcoming the first guest -the guest experience is determined by a variety of interrelated factors from menu design and place settings to plate presentation and style of service -each of these factors plays a significant role in achieving guest satisfaction and must be made within the physical and human constraints of the operation -issues such as size of storage areas, production and service areas, types of equipment and the capabilities of preparation, production and service personnel must all be considered

Coffee, tea, or?

-for many years, we would have focused all of our attention on the alcoholic side of beverage operations, but times have changed and non-alcoholic beverages have gained an important due to their financial significance -with the explosion of specialty coffees and teas, bottled water, juices, and energy drinks non alcoholic beverages are no longer an after-thought or necessity as they have become important profit generators -even the dispensing of fountain drinks has taken on new significance

Labor and food costs are the largest controllable expenses for f and b operations

-high employee turnover, the availability and quality of new employees, and the constant need for training all combine to create significant operating costs -consequently, f and b managers must constantly focus their efforts on making employees more productive through education, training and technology enhancements -in response to continuing labor shortages, most foodservice operations are buying some ingredients that have been either partially or fully prepared -this allows managers to hire fewer employees and reduces culinary training needs

COMMERICAL ATTRACTIONS

-in addition to the heritage attractions, a host of commercial attractions have been developed to meet travelers leisure time needs -both tourists are locals are welcome to the opportunity to visit/enjoy these attractions

In properties that use f and b as part of their overall marketing strategy, the f and b director is expected to run the operations in a way that will best benefit the entire property

-in other words, the f and b director should be more concerned with the overall profitability of the property and meeting guests needs rather than simply the profitability of f and b operations -this approach can be seen in operations in which attention to little details and customer service are the norm -other tourism suppliers face similar types of decisions -should food and beverages simply be provided to fill a basic human need or should they be used as a variable addition to the marketing mix? -to answer that question, think about the approaches taken by two different airlines

Scientific developments may have increased our understanding of food processing, improved our methods of prep and allowed us to improve sanitation and doos storage techniques, but common sense is still needed

-in the past, traditional safety and sanitation practices focused mainly on the external cleanliness of food production areas and equipment, leaving invisible contaminants free to grow into illness causing hazards -most bacteria grow or multiply rapidly when products are held at temperatures between 41 degrees and 140 degrees- KNOWN THE THE BACTERIAL DANGER ZONE -knowledge on how and when bacteria can grow and cause food borne illnesses as well as the practice of basic sanitation techniques provides the foundation for protecting guests and employee safety/health

At another property such as destination resorts, the typical approach for f and b operations might be quite a bit different from the ones discussed previously

-in this type of situation, food and beverages may be used to support a property's overall marketing strategy THE TYPES OF PROPERTIES TEND TO USE THEIR F AND B OPERATIONS FOR THREE SPECIAL REASONS 1. CREATING A DESIRED PUBLUC IMAGE/DEFINING THEIR PLACE IN THE MARKET- f & b operations can have a significant impact on a property's image in the marketplace by serving as a center for community groups and organizations, causing the property to be perceived as a point of pride in the community 2. ATTRACTING DESIRED BUSINESS- f and b operations can be used to add quality/value to a property's overall image by attracting individuals such as travel agents, tour operators and meeting planners who influence travel decisions -these operations are often used to attract group business by discounting f and b items, which adds value to the total meeting package and obviates the need to discount sleeping room prices -actions like this can increase overall profitability because rooms have a great CONTRIBUTION MARGIN THAN DOES F AND B 3. CREATING NEW BUSINESS OPPORTUNITIES- by producing events, a property can use f and b operations to create new business opportunities -these marketing strategies can be especially effective for generating business during shoulder seasons

The beginnings of modern foodservice practices

-independent eating/drinking establishments were the FIRST F&B operations to evolve, and today, they still generate the majority of all f and b revenues -it all began in Paris, way back in 1765, when Monsieur Boulanger served a typical peasant's dish: sheeps feet (also known as trotters) in a white sauce as a restorative along with ales in his tavern -in fact, the word restaurant comes from the French word restorante, which means restorative -tavern keepers in Monsieur Boulanger's time were limited to serving beers and ales only in accordance with the controls imposed by the medieval guild system -these controls were designed to maintain standards and restrict competition -Because Monsieur Boulanger was limited by law to serving beers and ales only, he was brought to court to stop the practice of serving food in his tavern -he wont the case and the rest is history; the door was opened for restaurants to serve food/drink together

Zoos and aquariums

-large collections of animals, which were originally called MENAGERIES, have served as magnets for visitors since the times of the ancient Chinese, Egyptians, Babylonians, and Aztecs -MODERN ZOOS (SOMETIMES REFERRED TO AS ZOOLOGICAL PARKS), now come in many sizes and can be found throughout the world -THE PHILADELPHIA ZOO WAS THE FIRST (1859) location in the US dedicated to the large-scale collection of display of animals -historically, most zoos were established as non-profit organizations, but that form of operation is changing as over half of all zoos in the US now operate as for-profit organizations or only partially depend on gov. funding

Lights, sounds, rides, games of chance, food, and flurry of activities proved to be natural draws for those early thrill-seeking visitors

-many smaller amusement parks in the US were originally located at the edge of town, where the trolley lines stopped -these amusement parks called, TROLLEY PARKS, were established as marketing tools to encourage ridership during the slow weekend periods -as cars and buses replaced trolleys, these and other amusement parks faded in popularity as their captive audiences disappeared -however, the concept of family fun and amusement was kept alive during the source of entertainment as many fairs and festivals until a landmark event that occurred in 1955. This year marked the opening of Disney land in Anaheim, CA

Foodservice operators also invest a great deal of time/money in training and technology for reasons other than improving service and profitability

-must ensure that safe and proper sanitation practices/procedures are always given priority in daily operations -food borne illnesses concern both consumers and suppliers -when asked what factors influenced their confidence in food safety, consumers said cleanliness of plates and silverware, tables/tablecloths and restrooms (81%, 77%, 72%

ATTRACTIONS ARE:

-natural locations, objects or constructed facilities that have a special appeal to both tourists and local visitors -in addition to these attractions, tourists and other visitors are also drawn to see and be part of a variety of live entertainment opportunities -although most attractions are permanent entertainment alternatives are often temporary -IN CONTRAST, EVENTS, such as fairs and festivals are temporary attractions that include a variety of activities, sights and live entertainment venues -also, visitor attendance, as well as the financial fortunes of almost all attractions, is influenced by seasonal changes, whereas entertainment venues can be planned to take advantage of seasons and tourism flows -although many heritage attractions as well as amusement parks are heavily used during the summer months, they may experience much less traffic in the winter months, so they close -even commercial attractions that were originally intended to be open year round

SCIENCE AND TECHNOLOGY

-now more than ever before, F&B professionals can deliver on the promise "your wish is my command." -i.e. sales conference in Arizona in January with live lobster and fresh corn on the cob -Scientific advances and new technologies have made it possible to transport highly perishable food safely over great distances -products such as strawberries and asparagus can now be enjoyed anywhere and at any time of the year -advances in farm technology have increased the quantity, quality, variety and availability of foods, expanding menu choices all over the world.

INTRO

-people have always been attracted to new, unusual, or awe-inspiring attractions and events in every corner of the world -in the days before recorded history, travelers may have journeyed for miles just to experience the beauty of the setting sun across the mountain valley or to participate in religious festivals in honor of bountiful harvests -today, we expect more but we are still inspired to travel by the appeal of special attractions/events how do people spend their leisure time? -the types and varieties of activities in which we choose to participate are as varied as the seasons and locations to which we travel -natural attractions, such as volcanoes, mountains, caves, seashores and waterfalls, and festivals such as planting and harvesting celebrations, served as attractions for early visitors and are still popular today -however, times have changed and although these natural attractions and festivals are still popular, even wider varieties of alternatives have evolved to fill our leisure time -tourists, whether visiting friends/relatives, traveling for pleasure, conducting business, or attending a professional meeting, tend to seek out a variety of attractions and entertainment alternatives to fill their leisure time -when traveling, we may continue to participate in many of our favorite leisure and recreational activities, but we also seek to see, do and experience new things

Increasing employee productivity typically involves investing for future profitability

-recruiting, training and retaining skilled employees, as well as equipping them with the best tools and technology, will be costly decisions -these decisions are often difficult because the paybacks in efficiencies may be more long term than immediate -other approaches such as reminding food servers of a simple slogans such as "hand full into the kitchen and hands full out of the kitchen" can do workers wonders to increase productivity and employee satisfaction

Some of the more common performance measures that are used to evaluate performances in foodservice operations include:

-sales per seat, sales per employee, and the number of times a seat or table turns in one day -in the search for increased revenues, restaurant operators may seek to increase table turns during peak periods by speeding up the meals; pace -however, this seemingly appealing approach should be considered cautiously as research shows that excessive speed may make customers feel rushed and hence guest satisfaction may be diminished

The 5th and final step in planning to meet guest expectations is accomplished when the type of service is selected for delivering menu items

-service may range from moving down a cafeteria line to formally orchestrated Russian service -whatever the selection, the ultimate goal is meeting guests needs -proper planning, sets the stage or enjoyable dining experiences

SHOPPING

-shopping may be part of the travel experience or it may be the primary focus of travel -shopping is an activity that crosses all market segments -"as long as cities have existed, the pattern of going into town, has included a leisure experience, and visiting towns is an essential part of the tourist market" -Nearly nine of out 10, or 87% of overseas travelers report that they shopped during their visit to the US, according to the study conducted by the US Department of Commerce and Taubman Centers INC. -"shop til you drop"- this statement applies to more than just local shoppers as more and more malls are turning to tourists in search of new customers/growth -shopping malls have increasingly become popular tourist attractions -despite the "placelessness" (homogenized, modern, synthetic landscapes) assumption, shopping malls, and the experience they facilitate do increasingly matter to those visiting them -fo some travelers, a visit to a mega-shopping mall has become reason enough to take a trip, especially as these malls are transforming themselves into tourist destinations by adding amusement parks and other cultural attractions and entertainment activities ^^°i.e. Mall of America in Bloomington, Minnesota attracts over 43 million visitors a year, and based on its success they are going to more than double the mall ^^°Mall of America comes with an 18-hole miniature golf course, a 14-screen theater, and 9 nightclubs

Botanical gardens are another important part of the tourism attraction mix for many communities

-some botanical gardens are renowned for their magnificent displays, and they draw visitors from all over world -the OLDEST botanical garden was established at the University of Pisa in italy in 1544 -the royal botanical gardens, etc is an example of some of the more popular and frequently visited botanical garden

LIVE ENTERTAINMENT- sporting activities

-sports have drawn visitors to scheduled events from near and far for thousands of years -over 3,500 years ago, the greeks initiated the idea of staging athletic competitions -the most famous of these competitions were the olympic games held in olympia -the competitions began as part of their religious festivals and were staged in towns throughout greece/italy -the original competitions in greece were organized as contests, but the romans expanded the idea and staged them as games for public entertainment -

GAMING SEGMENTS

-the development of new games and expanded games availability have given rise to several gaming segments, each with a profile somewhat different from the others and each with different benefits sought from gaming

BEVERAGES

-the distillation, fermentation and compounding of spirits is surrounded by a history as long and rich as the history of food -no one really knows who the the alchemist was who invested the distillation process, so it is no wonder that many people through the centuries have referred to it as a gift from the gods -it was the Arabs or Saracens who gave us the words alcohol and alembic, the latter words meaning a still -in fact, the word alembic is used in all but the English speaking countries even today -beers, wines and spirits can enhance foods and add to the overall dining experience -however, a lively bar will seldom complement a candlelit dining experience, just as a great selection of wines will do little to enhance a hot dog stand on the beach -beers, wines and spirits not only make a good companion for dining experiences, but they are often the predominant flavors in a sauce, entree or dessert -they can also be used in food preparation to season and tenderize foods

COMMERICAL ATTRACTIONS- AMUSEMENT PARKS

-the first amusement park, which were called pleasure gardens, were built in England and France -some of the largest and most popular amusement parks such as Gardaland in Italy attract millions of visitors each year -as the name pleasure garden implies, these attractions began as manicured gardens designated to provide a temporary escape, from city dwellers from the everyday drudgeries of life °Rides such as carousels, games, and food and drink stands were added to these pleasure gardens to meet guests needs -The idea of parks with rides and other entertainment activities soon found its way to the US - interest in amusements in the US heightened when the ferries wheel was introduced in the 1893 Chicago World's Fair -the name for this new amusement that became the centerpiece for most early amusement parks was taken from its inventor, george washington gales ferries

Today, people are attracted by the diverse cultures of other people ad the past that are displayed in museums

-the number, types of locations of museums can be counted in the hundreds or thousands and the list of people who visit their museums each year can be measured in millions -in the past decade, museums have transformed themselves, constructing eye-catching new buildings as at a feverish pace, replacing dusty artifact cases with high-tech interactive exhibits, and dramatically expanding restaurants and museum shops -THE GOAL IS: getting more people to come, stay longer and spend more money -research sows that when visiting museums, most visitors expect an experience that can be described as "easiness and fun" -however, there are differences in what these visitors expect based on demographic segments

LIVE ENTERTAINMENT- the performing arts

-the performing arts including plays, musicals, opera, ballet, orchestral concerts, singers, etc have been popular forms of entertainment for thousands of years -live entertainment has always been a draw for travelers -for some it may be the opportunity to select from a wide variety of plays in londons theater district for others its a change to attend a concert featuring the newest entertainment idol

TRAVEL AND DISCOVERY

-the quest to explore/conquer new lands that encouraged early travel also led to the spread of different f and b offerings -the importance of foods and beverages to the development of travel and tourism can be seen all the way from the expansion and conquests of the greek and roman empires to the travels of marco polo -the greeks brought home food-related "treasures" from their travels in Egypt, Persia, Babylon, and India -As the world moved into the so-called Dark ages, travel began to diminish -the art of cooking, however, was preserved during this period because most of the rich cooking styles and the books that discussed food/beverages were guarded in monasteries -As Europeans began to travel to the Americas and West Indies, they returned with many native foods from those regions such as chocolate, chilies, beans, corn, tomatoes and potatoes... some of these items were initially avoided and treated with suspicion because they were looked different and were often regarded as poisonous -in the same way that travel has driven their development, foods and beverages now drive many travel choices, especially food-themed travel choices -f & b events attract tourists in increasing numbers to resorts, festivals, theme parks, casinos and other destinations

The important of parks as major tourist attractions was ushered in with the dedicated of Yellowstone National Park in 1872

-the us national park service has now expanded to include a variety of sites dedicate to the preservation of nature/heritage the idea of national parks soon spread north to Canada, where in 1887, he first national park was established with the opening of Banff National park -national parks can now be found throughout the world as countries strive to preserve/protect their more pristine natural treasures -the grandeur and importance of some of these national parks, have become legendary and draw millions of visitors each year to enjoy their beauty

As in many competitive industries, foodservice operators are finding it beneficial to create partnership relationships with their suppliers

-these suppliers are called PURVEYORS in the foodservice industry and the relationships they are creating are called: PRIME VENDOR AGREEMENTS -in prime vendor agreements, foodservice operators agree to direct a large portion (typically 80 percent) of their orders to a specific purveyor -in return, the purveyor agrees to categorize purchases into broad grouping, and then negotiate prices for items in each category based on a set percentage of markup above cost -other incentives such as providing training or lending specialized equipment may also be offered by the purveyor to obtain additional business

Some of these zoos are very large, creating a great deal of public interest and publicity as well as generating significant international tourism traffic

-this interest and traffic is based on unusual exhibits, collections of animal species and efforts to re-create the natural setting found in the wild (i.e. Disney's Animal Kingdom) -from both a management and marketing perspective, research shows that improving the zoo environment and demonstrating concern for animal welfare were important for achieving overall visitor satisfaction levels

In attempt to address the slump in attendance and revenues during off-peak periods, attractions are developing and using special events to attract more visitors

-to generate shoulder season attendance, marketing efforts have been altered to target groups of potential visitors with flexible schedules such as mature travelers and families with students on year round education calendars -also, activities have been added to math the seasons

LIVE ENTERTAINMENT

-visiting heritage and commercial attractions and participating in activities at these locations could easily be classified as entertainment -however, live entertainment opportunities fill a special need for travelers and others seeking additional leisure-time activities -the choices of live entertainment venues can run from deafening crowds at hallmark sporting events such as the world cup or super bowl to the serene pleasures of the ballet

MAJOR INFLUENCES ON THE DEVELOPMENT OF FOOD AND BEVERAGE SERVICES

-we can trace the most important influences on the development of foods and beverages to travel experiences and innovations in science/technology -throughout history, travel has introduced visitors to new tastes, and these discoveries continue today -visiting new locations allows us to enjoy unfamiliar foods -also allows us to expand our understanding and appreciation of new cultures, ceremonies and traditions -in fact, throughout history, foods and beverages have often been at the center of social gatherings/ celebrations

FOUR GAMING SEGMENTS INCLUDE:

1. HIGH ROLLERS- composed of sophisticated gamblers (domestic/foreign) to whom traditional gaming was originally targeted. These players tend to be wealthy, older and male -high rollers tend to play games of skill, rather than luck. Gaming venues outside the US have been especially adept at serving this segment 2. DAY-TRIPPERS: retirees dominate this segment. These players make several short duration trips to operations within easy driving distance and wager relatively significant amounts per trip but. tend to play slots and other video gaming options 3. LOW-STAKES/NEW ADOPTERS- players in this segment have discovered and accepted gaming as an interesting day or evening diversion when it's close to home or when traveling -members of his segment include the growing cadre of again baby boomers and their retiree parents, with the time and money to enjoy the entertainment associated w/ gaming -other players in this segment are younger adults who grew p with computers/playing video games 4 FAMILY VACATIONERS- owing in part to the development of complementary tourism attractions such as theme parks, this segment tends to play as an offshoot of a family vacation -through the use of customer loyalty programs, casinos are collecting marketing data to target each segment and cross-sell related products/services

menu planning essentials

1. decide on items to include on the menu 2. design menu appearance 3. select appropriate service ware and place settings for menu items 4. determine plate presentation for all menu items 5. select appropriate level of service for menu items

US NATIONAL PARK EXPENDITURES

1. salaries- 39.6% 2. other- 32% 3.improvements/maintenance: 16.2% 4. construction- 12.3%

FIVE BROAD CATEGORIES OF GAMING ALTERNATIVES

1. traditional, full-scale casino gaming, including well-established locations in AC, las vegas, london, etc 2. historic, LIMITED -STAKES operations such as those in colorodos mining towns 3. DOCKSIDE (RIVERBOAT) casinos 4. gaming on native american reservations varies all the way from limited-stakes, small-scale operations to large scale vega-style operations 5. casino on ocean cruise where the slot machines and gaming tables begin operations when the cruises reach international waters

FIVE PRIMARY REASONS FOR INCREASES^^

1. voters approve because it serves as a "voluntary tax" that increases state revenue 2. more people than ever before are choosing casino gaming as an acceptable leisure activity 3. popular among retirees, whose numbers continue t grow 4. marketing programs to help attract the previously ignored "low roller" 5. expanded availability of gaming opportunities

MUSEUMS/HISTORICAL SITES

=archaeological evidence shows that once people began to live in communities, they began collecting, preserving, and displaying various items of interest from a cultural/historical perspective -these collections have provided a means of displaying history and passing on important info to future generations as well as "outsiders" -our continuing fascination with the past has created a growing demand for museums and cultural heritage sites -although the majority of these sites are operated on a nonprofit basis, they serve as major tourist attractions, generating important cultural and economic benefits

HERITAGE ATTRACTIONS

=can be found in a variety of shapes, sizes and locations throughout the world -attractions range from a small community museum dedicated to preserving memories and experiences to incredible feats of human ingenuity and determination such as the great wall of china and other world heritage sites -but, heritage attractions are more than just museums, monuments, and archaeological treasures -also include showplaces for natural wonders such as botanical gardens and aquariums as well as parks/preserves that are dedicated to public enjoyment and the protection of natural resources -fairs/festivals create special venues for celebrating and sharing a variety of accomplishments and cultural activities

Attractions and entertainment

HERITAGE ATTRACTIONS -museums and historical sites -zoos and aquariums -parks and preserves COMMERICAL ATTRACTIONS -amusement and theme parks -gaming -shopping LIVE ENTERTAINMENT -sporting events -performance arts -fairs, festivals and events

The idea of traveling for sports has continued to grow and it has suggested that:

THERE ARE THREE TYPES OF SPORTS TOURISM: 1. active sport tourism where a participants travel to take part in a sport 2. event sport tourism where participants travel to watch a sport 3. nostalgia sport tourism where participants visit sports related attractions such as halls of fame, famous stadia, or sports themed cruises

Beverage operations

•Successful beverage operations depend on many of the same fundamental business principles that we previously discussed in developing efficient, profitable, and safe food service organizations •Beverage operations require a great deal of attention to detail because they represent a substantial investment in equipment, furniture, decor, and inventory -at the guests request, the bartender reaches for a bottle or pulls the tap -that practice is called FREE POURING and is fading away to be recalled as a thing of the past •Today, it is common to see the increasing use of technology in bar operations in response to dramatic drops in profit margins -the causes of these drops are heavy taxes on the alcoholic beverage and change in consumption behaviors, as people are drinking less but ordering more premium products -these changes along with guests intolerance of higher prices are leading to narrower profit margins -however, interest in the status of premium brands holds the promise of increasing sales/profit margins -today, instead of allowing the bartender to free pour, automated systems strictly control the amount of alcohol poured and electronically transmit information to the computerized cash register system that rings up the sale and updates the bars PERPETUAL INVENTORY -Although these systems are practical, many guests find them to be impersonal, and many professional bartenders dislike their inflexibility