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Cooking up good relationships with your culinary cohorts

Public relations experts talk about going directly to the source, as opposed to the �shotgun� approach. A shotgun approach for mobile DJs might be handing out flyers at a bridal show or car show. In the following article we talk directly to one source of professionals who hire Mobile DJs.

Party Teamwork
To executive chef Cassie Kruger, owner of Anything But Ordinary Catering, food is art! This graduate of the prestigious Culinary Institute of America (C.I.A.) says that with her new business, it is extremely important to focus on quality and to demand it from her staff as a reflection of her work. Kruger understands that her team can make or break an event and it�s critical for everyone�including the DJ and any other event professionals she must work with�to be on the same page. "The DJ is key in helping the party run smoothly and keeping the event on track, time-wise,� says the chef. �It�s particularly helpful to the caterer if the DJ works with the client (and caterer) to map out a timeline prior to the event.�

Her DJ pet peeve? When the DJ doesn�t adapt the music according to the flow of the event. She suggests that DJs achieve an understanding with the client beforehand, that if the client�s song list seems unsuccessful that (the DJ) may adjust accordingly. And if you want to make this gifted young caterer really happy, show up on time and pitch in when necessary. �It�s extremely important that all the vendors work as a team,� she adds. Kruger says that about half of her clients ask for help in selecting a DJ. However, she says they never ask for extras!

Kruger feels that between $800 and $1,200 per event is pretty reasonable for a DJ to charge, depending on the work involved. Before opening her own business, Kruger was the private chef to Mr. Bourke of Dooney and Bourke designer handbag fame. Mobile DJs salivate at the thought of working for such high-end clients, but very few have the opportunity.

Mention TK&A Custom Catering of San Diego and the comment most often heard is: high end events! TK&A owner, executive chef Lawrence Rinehart, launched his career cooking for a shipload of people�in the Navy! Rinehart�s company, over two decades old, covers every aspect of an affair while still handling aircraft carrier-sized events with thousands of participants. How do high-end clients differ? �The expectations are the same, but a little more individual,� answers the chef. He adds: �Having a song list and good timing are very important, but a DJ�s ability to remain flexible and on schedule is the greatest challenge.� As with any vendor, Rinehart says the relationship with a mobile DJ is based on trust, consistency and fulfilled expectations. �It�s sometimes easier to tolerate quirks and personality issues than it is to break in a new entertainer,� he notes.

His one pet peeve is constant: true clean power! In his opinion, most DJs blame the buzzes and pops on the power source. �That is something that needs to be handled long before the event so the last minute run around is eliminated,� Rinehart declares. Another negative issue for his clients�and so for him�is seeing the entertainers eat the guest�s food; that�s a big no-no.

Rinehart says that his clients (usually) have their favorite DJs, but if asked, he will make recommendations. Regarding pricing: he feels that most DJs are in line with the industry. He notes, �Some DJs see themselves as live musicians and event MCs and tend to be a bit more, but are often well worth it.� What is his protocol for handling DJ inquires? Rinehart says e-mail is the best, adding that sample CDs help clients become familiar (with the DJ) as well.

Bigger Catering Picture
From privately owned catering businesses we go to the source of a different kind of caterer�the catering director! Tracey Amernick, CPCE, is a catering director and is also a chapter president of the National Association of Catering Executives (NACE). Amernick works at the Bahia Resort Hotel on Mission Bay in San Diego. The Bahia is part of a privately owned three-venue complex, and features 16 meeting rooms with 20,000 square feet of space that includes two real Mississippi sternwheelers! Catering directors can have several catering managers working under them and often have multiple events going on simultaneously.

�Catering directors look at events as a bigger picture,� Amernick explains. �With so many things involved, [they] have to factor in miscellaneous elements such as what other events are going on and how they might effect each other. Basically there are more moving parts (working simultaneously) with a hotel venue.�

Amernick compares picking a DJ to shopping for a new outfit�there are many variables and specialties. But foundationally, DJs who provide the level of service that she requires are: professional; personable; up to date on trends in equipment and music; team players; have a good attitude; are loyal to her venue; and are flexible on scheduling and pricing (especially for charity events). She adds, �DJs need to be flexible with setups as well; sometimes (with so many events going on) there is only an hour of turn around time. Her pet peeves include DJs who: are ****y, with bad attitudes; bad mouth the venue; upset clients with problems; make false promises or are otherwise unreliable; are not sensitive to the hotels sound level requirements; and those who are costly vs. the service delivered!

A Fine Selection of Tasty Recommendations
Some DJs complain that once they have established a relationship with a venue caterer, that person always ends up leaving for another job and the relationship-building process has to start all over again. Amernick says the turnover rate used to be higher but after 30 years in the business she�s seen it decrease to minimal levels. �With good management and a good relationship with the venue a good DJ stands on his own merits.� She adds, �If you�re good, you�re good�and part of the team.�

As a chapter president of NACE, what does Amernick think are the advantages of joining the catering association for a Mobile DJ. �The ideals, standards, mission statement and quality levels of the association make (NACE member) DJs more attractive, especially with first class venues,� she says. �It�s a no-brainer: for around $300 a DJ can meet all those contacts in a pleasant atmosphere, have dinner, make friends and learn more about the hospitality industry.� She says the association also helps caterers appreciate that DJs are people too.

Amernick has some interesting tips for DJs trying to approach her for work: �Don�t send a tape or show up unannounced�it doesn�t work. We never blind-recommend a DJ, we investigate and seek referrals. DJs must work to establish a personal relationship with caterers. And, if you are working an event and you see a catering manager or director, introduce yourself and share your positive experiences regarding the venue�caterers love that!� Amernick says she treasurers all the vendors she works with who accord her respect and do a good job.

A majority of Amernick�s clients ask for DJ recommendations and she�s not fearful of sending them to someone with a higher price�as long as they�re worth it. Her clients typically spend between $600 and $2,000 for a DJ. �The bottom line,� she says, �is that caterers, event planners and DJs need to remember that all aspects of an event are important!� This catering director remembered and won the NACE 2005 Best Off-Premise Event award!

So, if you hunger to work with caterers, the recipe from these three catering professionals includes: showing up on time; cleaning up speaker noise; being flexible; and establishing good relationships. Hopefully with these ingredients, you�ll make lots of dough.