THE COLLEGE OF HOSPITALITY MANAGEMENT
SPORTS/ ENTERTAINMENT & EVENT – MANAGEMENT
AY 2019-2020 – WINTER TERM
SEE 3008 – Ancillary Services and Revenue Management
The purpose of this project is for the three (3) or four (4) student(s) to establish an ancillary food service in a public assembly venue. Included in the project will be a menu, budget, financial reports, accounting procedures, and develop a control system for a sports, entertainment or event management food and beverage operation.
Students will base this project on three (3) existing sports stadiums or arenas (Professional or College) however, the venue must have a new name. The venue must host a diverse schedule of events and have a variety of food and beverage service options. The project should focus on one specific type of food and beverage service for one specific type of SEE venue.
For example, stadiums and arenas may have concessions, a restaurant, a private club, and premium seating (suites); however, the project should focus on just one (1) of these areas of operations. Choose one (1) area in one type of SEE venue and fully develop the concept. The food and beverage project you develop will include:
o Project Requirements (10 Points)
o Section 1: Concept Development (10 Points)
o Section 2: Menu Development (10 Points)
o Section 3: Service Staffing Guide (20 Points)
o Section 4: Event/Season Income Statement (20 Points)
o Section 5: Cost Control (15 Points)85
o Section 6: Training (10 Points)
o Section 7: Cleaning and Sanitation (10 Points)20
o Section 8: Sources (5 Points)
o Presentation (40 Points)45
TOTAL POINTS 150 POINTS
SEE Departmental Program Outcome:
The Sports, Entertainment & Event Management B.S.-degree graduate is expected to demonstrate knowledge of the four basic areas of finance, operations, marketing and food & beverage as they apply to the sports, entertainment and event management industry.
Project Requirements: (10 Points)
1. Develop a cover sheet with name and logo for your organization/venue. Include your full name(s), course number, term and professor’s name on the sheet.
2. Each group will present and submit a complete project containing all six (8) sections. Divide each section with a with a section page with the title of the section.
3. Develop a table of contents that mirrors the section numbers and letters outlined in the project.
4. Sources section must be included using MLA at the conclusion of your project. The project will not be accepted if sources are not included.
5. This assignment including the power point slide presentation is due on-line by 11:59 PM on Thursday, February 10. (Week 10).
Section 1: Concept Development (10 Points)
Develop a concept for a SEE-related food and beverage service operation. Your group will conduct research to help develop your concept. A minimum of three (3) sources (other similar venues) must be used and cited. Areas in which to focus your research include, but are not limited to:
A. Fully describe the venue type, seating capacity, location, and special features/amenities of your planned operation. Based on this research, please describe your concept in DETAIL!
B. Who are the potential customers?
C. What are your customers’ demographics/lifestyles?
D. What are their preferences for food and beverages? (i.e. types of food and beverage)
E. How will you attract customers to your food and beverage service once they have arrived at the venue? Explain this by developing at least three (3) unique marketing strategies you would implement to maximize revenue for your F & B operations.
F. Include three (3) floor plans/layouts of food service areas.
Section 2: Menu Development (10 Points)
A sample menu with prices must be provided in this section.
The minimum number of required items for each operation type is listed below.
Menu Item Concessions Restaurant Private Club Suites
Snacks 4 0 2 4
Appetizers 0 4 4 4
Alcohol Beverages 6
Hot Food 6 6 6 6
Cold Food 4 4 4 4
A. List each menu item for the type of operation you have selected (based on research, be creative).
B. List projected prices for each specific menu item.
C. List estimated expense to prepare each item
D. Explain your rationale for choosing the price for each item listed on your menu. Why is each item pricing the way it is?
Examples for your use: Unit cost to prepare / Price per item
o Concessions – Snacks – Cracker Jacks $0.50 $2.50
o Restaurant – Appetizers – Shrimp Cocktail $3.00 $12.00
o Private Club – Soda – 16 oz. (Pepsi of Coke) $ 0.50 $2.50
o Private Club – Beverages – 12 oz. Imported Beer $1.00 $10.00
o Suites – Hot Food – Classic Cheese Pizza $4.00 $5.00
Section 3: Service Staffing Guide (20 Points)
1. Determine the number, titles and salaries for each full-time management staff position for your F & B operation.
2. Develop an organizational chart showing the structure for full-time management staff.
1. Develop a service staffing guide (positions and hourly rate) for the specific food and beverage operation you developed based on maximum attendance* for your location during an event.
2. Determine the number of hours needed for each part-time service staff position.
3. Develop an hourly pay for each part-time service staff position.
4. Develop a staff budget for this one (1) event.
A. From the information developed in your service staffing guide, develop and calculate a payroll expense budget for the part-time hourly service staff necessary to effectively run the food and beverage operation for a season.
Each hourly rate should include 15% benefits (workman’s comp, other costs) expenses added to the hourly rate.
A season is defined below:
o stadium – 15 events – 40,000 maximum attendance*
o arena – 45 events – 16,000 maximum attendance*
Section 4: Event and Season Income Statement (20 Points)
Based on the information in Sections 1, 2 and 3. Develop an estimated per event budget.
1. Total full-time staff expense for your operation, for event
a. Total per season full time labor divided by the number of events
2. Total annual part-time/event staff expenses for your operation, for event
3. Total annual expense to prepare all items sold in your operation for event
4. Total annual revenue for your event
5. Develop per caps for each menu item per event
6. Total annual profit/loss for your operation for the event
Based on the information in Sections 1, 2 and 3. Develop an estimated per season budget showing all your calculations.
1. Total full-time staff expense for your operation, for season
2. Total annual part-time/event staff expenses for your operation, for season
3. Total annual expense to prepare all items sold in your operation for season
4. Total annual revenue for your season
5. Develop per caps for each menu item for the season
6. Total annual profit/loss for your operation for the season.
Section 5: Cost Controls (15 Points)
Consider each step of the operating cycle of cost controls and explain the challenges for a manager of your type of food and beverage operation.
A. Create one (1) policy and/or one (1) procedure to assist the staff in managing each of the following major steps in the cost control cycle – Order, Receive/Store/Issue, Produce, Sell, and Record.
B. Design forms to create a paper trail for each of the policies and procedures cited above.
C. Fully explain how the forms will be used and how the information will assist management of the food and beverage operation. Remember to tailor your policies and forms to the specific type of operation you have chosen. *Photocopies or Internet downloads of forms are not acceptable.
Section 6: Sources: Training (10 Points)
A. Develop an outline for training program for the employees you will use in your specific concept
Section 7: Sources: Cleaning and Sanitation (10 Points)
A. Develop an outline for a cleaning and sanitation program for your specific food service operation.
Section 8: Sources: (including Spelling, Grammar, Punctuation (5 Points)
A. complete Works Cited page in MLA format must be submitted in this section.
B. Cite all research sources.
C. Accuracy of spelling, grammar, and punctuation will be determined in this section.
Presentation: 10-minute presentation of your Project (40 Points)
o Minimum of 2 power points slides per section
Easy to read
o Equal time distribution of presentation between group members
o Professionally comfortable attire required
o Slides submitted with written project