Better with beer
As part of a renovation last year , Hyatt Regency Atlanta debuted Twenty- Two Storys , a beercentric restaurant and bar . When Executive Chef Martin Pfefferkorn saw how successful the outlet was , he thought , why not expand the concept to meetings and events ?
“ Beer is the new Champagne ,” Pfefferkorn says . “ Beer is very much ‘ in ’ now , especially microbrews and locally brewed beers .”
Consequently , the hotel launched Beer Breaks for meetings about a year ago , with Pfefferkorn leading a 60-minute beertasting seminar that covers the brewing process as well as pairing food with beer . “ It ’ s actually
General Manager Phil Baxter has spearheaded beer-centric offerings for the meetings and events programming at Four Points by Sheraton Los Angeles International Airport , where a group beer tasting option recently debuted and a hands-on experience at a local brewery is in the works .
educational ,” Pfefferkorn notes , adding that a wide range of groups have participated in the Beer Breaks thus far .
Four Points by Sheraton Los Angeles International Airport also has spent more than a decade cultivating a reputation for its beer offerings and expertise , says General Manager Phil Baxter , and today features a menu of 100 beers of local , regional and international lineage . Recently , the property also added a group beer tasting option to its meetings programming , with a director of brewer relations available to work with meeting planners to customize tastings to various groups . Baxter adds the hotel is even looking to take the concept to the next level , working with a local brewery to bring groups in to brew beer onsite . “ For us , it ’ s not about the beer ,” Baxter explains . “ It ’ s about the stories and the team building and the fun . Everything you can do to customize and make it memorable is where you want to go these days .”
Coming back to cost The focus on quality and emphasis on innovative ideas for meetings and events can have a real positive impact on the bottom line as well . Local sourcing of seasonal items , for example — one of the most buzz-generating trends throughout F & B — can help control costs for group business . “ You can ’ t cut out strawberries [ entirely ] — it ’ s just not possible in a hotel operation — but I ’ m not featuring them on our banquet menus in the wintertime because they are overpriced and the quality is not good ,” explains Martin Pfefferkorn , executive chef at Hyatt Regency Atlanta . “ It ’ s that way with a lot of ingredients . You ’ re giving your customers the best available product at the right time .”
Portion control and eliminating potential waste is another issue related to both cost and quality . Pfefferkorn notes that banquets used to feature an array of chafing dishes — perhaps as many as four proteins , three starches and three vegetables — but now are limited to maybe just a couple proteins , a couple starches and one vegetable . “ But , our menus are changing much more , so people don ’ t see the same thing all the time ,” Pfefferkorn adds .
“ Small amounts of different types of foods help to keep costs and waste down , and can be a healthier option for attendees ,” agrees Peggy Williams- Smith , senior corporate director of
In addition to design details such as new handmade Champagne-toned carpet and custommade Venetian drapery , the restored Ballroom at The Dorchester in London can provide à la carte dining for up to 500 guests .
50 HOTELS December 2012 www . hotelsmag . com