Serving food and drink at family-fun events is a specialty for Ovations Food Services. That, along with the fact they have another account in town, made winning a five-year contract with a five year renewal option to operate restaurants and catering at the New York State Fairgrounds, Syracuse, a nice piece of new business. The contract runs from July 1, 2014-June 30, 2019.
Mike Frost, regional VP for Ovations, said Ovations’ state fair operations will share staff with the NBT Bank Stadium, home to the Syracuse Chiefs minor league baseball team. Ovations will also tap into the expertise and experience they have regarding local tastes and preferences as a result of already operating in town.
“We have the synergy of knowing the area, what works and what doesn’t work which gives us the edge to deliver good service,” Frost said. “It’s a very family-oriented community so we will emphasize family packaging.”
Ovations will also create an atmosphere in the food areas, which is family-oriented, including plenty of seating, Frost added.
Dave Bullard, assistant public information officer for the New York State Department of Agriculture & Markets/New York State Fair, confirmed the contract has been awarded to Ovations, but still awaits approval by the Office of the State Comptroller, deferring questions to the official press release and RFP documents on the department’s web site.
The department sought an operator that could improve year-round business as well as fairtime sales in food and drink in the specified locations. The New York State Fairgrounds occupies 375 acres and, during the fair, has up to 175 independent food vendors.
Ovations will provide food services at the Empire Room, a 6,000-sq.-ft. restaurant in the Art and Home Center that can handle up to 280 for a sitdown meal; the Somerset Room on the lower level of the same building, at 2,900 sq. ft and seating for 75; the Center of Progress Restaurant which occupies 6,100 sq. ft. on two floors and includes a 700-sq.-ft. kitchen and prep area; and the Horticulture Restaurant, 4,800 sq. ft. with a seating capacity of 150 and a second floor used for office and storage space. Ovations' contract also incluldes mobile food service for shows in buildings that do not have permanent restaurants or areas on the grounds that do not have concessions stands. The two major areas served by mobile food service include the Exhibit Center and the coliseum, used mainly for horse and livestock shows.
Ovation' goal is to first return food and drink sales in these venues to 2012-2013 levels, and grow from there. According to the RFP, total food and beverage gross sales for those properties in 2012-2013 was $1,071,214, of which the operator(s) paid the fair a commission of $238,451. Fair food accounted for $318,228 of sales, while nonfairtime food totaled $752,986.
That is the number Frost is aiming at. In 2013-14, the total fell to $695,969, with $328,582 grossed during the fair and $367,387 during nonfair events.
Frost said the key to Ovations’ success will be in marketing the availability of the rooms. His first concern is getting up and running well by fairtime. The Great New York State Fair runs from Aug. 21-Sept. 1, 2014. It drew 851,157 in 12 days in 2013 and ranked 23rd in the Venues Today Top 50 Fairs in North America.
The fairgrounds hosts about 140 events during the off season now. Frost said normally Ovations would use fairtime to market its services with promotions such as the world’s largest hamburger or margarita, as they have done at California fairs, but there will not be time for that this first year.
“We need to get through this fair and we look forward to having some fun at future fairs with promotions that will increase revenue and foot traffic,” Frost said.
In the Center of Progress Building, Ovations will offer fairgoers and guests fresh new options, a creative change to the menu, and a reduced counter footprint.
In the Art and Home Center, Ovations will operate the Empire Room during the Fair and also at special events such as weddings, reunions and corporate meetings year round. Ovations has also proposed new ideas to utilize the Somerset Room outside of the 12-day fair operations.
In the Horticulture Building, Ovations will operate a Fresh Classics Grill™ with a variety of menu options that differ from the selection at the Center of Progress Building. In addition, mobile carts will be utilized throughout the fairgrounds for visitors who prefer a “grab and go” option.
The 2014 Great New York State Fair, operated by the New York State Department of Agriculture and Markets, is themed “Summer’s Best in Show,” and taglined “New Attractions, Old Favorites, Timeless Fun.”
Interviewed for this story: Mike Frost, (985) 788-3156; Dave Bullard, 315-487-7711 x 1377