-By Sarah Sluis

Those attending the National Association of Concessionaires (NAC) convention in Houston, Texas, this year have a pledge from its director of communications, Susan Cross. “You will walk away from the convention with an idea,” Cross says confidently. “What we tell people is that if you participate and show up, you’re going to come away with an idea.”

Packed with educational sessions and networking opportunities, the convention, taking place July 24-27, aims to inform and inspire its attendees. One of the big pluses of the event is meeting people who work in all facets of the industry. Those working in movie theatres, stadiums and universities can exchange information with one another, and Cross cites attendees’ “openness” and willingness to share ideas as a big plus. “The biggest benefit to the convention is showing up, meeting colleagues, and creating relationships.”

In order to propel the idea-sharing and problem-solving that come from bringing different venue operators together, the convention holds “free-form” breakout groups, which are “consistently our highest-rated sessions,” according to Cross. Operators sit in a room and bring up their various challenges, and the group will respond, saying, “This works for me, or why don’t you try this,” offering valuable advice based on personal experience.

There are also more structured educational sessions addressing the “practical” needs of the concession industry. One session will teach conference-goers how to conduct an operational audit, “determining where the concessions operation is and what you need to do to make it the most efficient,” Cross explains. Movie theatre operators considering premium theatre concepts that serve alcohol should be sure to attend “The Booze Factor: Tips, Hints & Pointers on Alcohol Service in Your Operation.” Equally topical, another session will address the legal issues facing the food and beverage industry, such as laws that require posting of calorie counts.

To facilitate that all-important networking, each night will have a social event—with food and beverages, of course. On opening night, members donate items for a silent auction, which usually includes sporting tickets, movie memorabilia, and even hotel packages and electronic gadgets. Proceeds support the NAC’s educational programs. Before the event, organizers hold a special party for first-timers. Those who are new to the convention are paired with veterans, who can help make introductions and show them the ropes, a service that “first-timers really appreciate,” according to Cross.

Among the first-timers this year will be two winners of a scholarship program instituted by former NAC president Maria Angles. NAC members who had been in the industry for five years or less were given the chance to write an essay and win one of two spots at the conference, which included registration, hotel nights and a travel stipend. The program, in its inaugural year, has already drawn raves from NAC members.

The next evening, conference-goers will head to upscale bowling and entertainment venue Lucky Strike, where they can bowl, play billiards, enjoy cocktails and a round on the Wii. Monday evening, the group will assemble for a baseball game, watching the Houston Astros play the Chicago Cubs.

To work off all the food, attendees can head out for NAC’s second annual 5k run/3k walk early Sunday morning, mapped to cover Houston’s more scenic areas. The proceeds benefit NAC’s educational programs, and provide another way for attendees to bond over mutual interests. While it may seem difficult to rouse attendees even earlier for a jam-packed day, the committed bunch that sign up for the run have a great time, reports Cross.

The keynote speaker for the event will be Garrison Wynn, a corporate manager-turned-speaker who is also a newspaper columnist and author of The Real Truth About Success! Wynn will also sit on the panel during the following educational session, “Employee Retention: How to Keep Them—and Keep Them Working!”

Attendees will also have plenty of time to check out NAC’s combined tradeshow with the IAAM (International Association of Assembly Managers). Sweet and savory entertainment munchies like popcorn, candy, nachos and desserts will be showcased alongside the latest in food-preparation equipment, point-of-sale software, and packaging.

Prior to the convention, the NAC will run its Concession Manager Certification and Executive Concession Manager Certification programs. Starting July 21, the four-day, 25-hour Concession Manager Certification course teaches both operators and suppliers management skills, cost control, profit planning, branding, and creating a menu. After passing a test, graduates can add “CCM,” to their title, joining over 700 in the industry who have taken the class. The briefer Executive Concession Manager (ECM) course, taking place July 23 and 24, covers negotiating, sending out RFPs (requests for proposals), and analyzing a case study of a problem business.

Besides leaving with new ideas for their venues, attendees will depart with something more intangible: friendships. “It’s really all about the networking and relationship-building,” Cross believes. “I don’t think you can put a value on that. I have longtime members who have created relationships that are decades long and continue to be valuable to them. That’s a huge part of it.”