Establishing a schedule of good events is a time-consuming, and sometimes difficult, process. Finding and analyzing events takes time and effort, as does making contact with coordinators, submitting appropriate paperwork, and following up with confirmation. In the beginning a start-up concessionaire needs to actively pursue an entire season of events to develop his or her new business. Over time the process becomes easier. Your own experience and information gleaned from other vendors will help determine which events to attend and which ones to avoid. Each year your event calendar will include an increasing number of events booked for the second, third, or fourth season. As more events on your calendar become established you will need to find fewer new events, and your sales projections will become more dependable.

There are many ways to find events. Until recently the traditional manner involved procuring published event listings that are available from a variety of sources. Now, thanks to the internet, searching for events has become much easier. However, frequently internet websites list only large events to the exclusion of small community festivals. Therefore, a combination of printed and internet sources gives the widest and most in-depth search. Start your search by:

• Contacting your State Department of Tourism. Request a copy of the annual state calendar of events. Until recently every state issued this free booklet. Traditionally, it's been an extensive list of events, the communities in which they are held, dates, and contact numbers. It's the industry's standard source of event information for vendors of all types. This booklet also lists websites to explore for more ideas and information. Unfortunately, to save money, some states have now discontinued publishing this booklet in lieu of placing an abbreviated list of events on their State website.
• Search the Internet. Target your search specific to your area of operation. City, county, and state government websites frequently have a page for "special events". State Fair Association websites have a list of every fair held in the state. Chamber of Commerce websites often have a link to community special events. Your local fairground or expo center should have a calendar of events scheduled at their facility.
• Search the Internet for websites of event-listing publications. Many can be found by searching keywords, such as crafters, markets, events, food booths, food concession, etc. Most of these sites allow you to search for events by state. Festivalnet.com is a good example of the information available from a good online event resource guide.
• Personally visit your community Chamber of Commerce office. The Chamber of Commerce frequently sponsors community events. They also have a wall of pamphlets and literature on nearly everything of interest in the area. These pamphlets might also provide event leads.
• Talk with other food vendors. Although most vendors are secretive about good events they currently attend, they may have knowledge of other events that are worthwhile.
• Watch your local newspaper for upcoming events. Many small events are listed in the newspaper a week or two before the event date. Though large events will have likely already made food booth arrangements, a note in your notebook will remind you to check with them earlier next year.
• Be imaginative. Many special interest groups, clubs and churches sponsor unpublished events that attract large numbers of people. Many do not have food available on-site for the participants and may be thrilled to have you cater their event. You might go in as a concessionaire and donate a percentage of sales to the club, or act as a caterer and serve a set number of dishes for a flat rate. A good place to learn of associations is to visit your local library or Chamber of Commerce. They will likely have a reference book of association listings. Or, you can contact local sport clubs, horse academies, dog clubs, radio control clubs, motorcycle clubs, ethnic organizations, etc.
• Contact local carnival companies. Many will contract with independent food concessionaires on a per event, or per season basis. They typically charge 25 to 30 percent of gross sales. Also, nearly all carnivals contract an independent food joint for the season to serve breakfast, lunch, and dinner to the people working for the carnival. This type of arrangement can be a good alternative to finding and booking events independently.

Start by sitting down with a calendar, a pencil, and a notebook. Make a list of the date, contact number, and website of the events you are interested in. Fairs, and many festivals, have a website you can visit to learn almost everything you need to know about the event prior to contacting the coordinator. The site will give you the entertainment schedule, booth space fee, deadlines for application, contact numbers, photographs of the event, and an application for you to print out from your computer. Large events, such as state fairs, will also provide the criteria for selecting food booth applicants.

Then contact the event coordinator by phone. When speaking with the coordinator the first thing you should ask is whether their event is accepting applications for food booth space. Their answer often depends on what you are selling, and what type and size booth you have. If the coordinator is open to your application their response to your questions will help you decide if the event might be a good event for you. Questions you should ask the coordinator are:

• Verify the date of the event. It is not uncommon for the date in a listing to be inaccurate.
• What type of attractions and activities are planned? It's the attractions that persuade people to attend. Some attractions are more persuasive than others.
• How many people are expected to attend the event?
• How many food booths will be invited to participate?
• How many of them are returning from the previous year?
• Does the event have a policy to limit overlapping menus?
• Will other vendors be selling your specific menu? Small events may sometimes be willing to tell you specifically what the other scheduled vendors are selling.
• How much is the booth space fee?
• Will electricity and water be available?
• Is parking available for extra vehicles?
• What day and time do vendors begin setting up and tearing down?
• During what hours will the event be open?
• Will the public be charged for admission or parking?
• Who is sponsoring the event? A young event without sponsors can rarely afford to adequately promote the event to the public.
• Where is the event held? Is it held in a park, on the street, in a parking lot, on the fairgrounds, on the school grounds, or somewhere else? This information helps you plan for the logistics of working the event.
• How accessible is the area? Nearly all food booths require a certain amount of space to operate efficiently. Most vendors have a stock vehicle or cases of product stored behind their booth. Others may need a specific amount of room just to maneuver their vehicles. Some events line up the booths leaving no walk space between them. Some events need to shoe horn the booths into an area bound by fences and buildings. Be sure to find out in advance if the event can provide you the room you need.

Step Three: Submit Your Application

Most event applications are straight forward. A small festival will ask for your name, address and phone number. They will also ask about your menu and the size of your booth. Although most space fees are determined by the length of your booth, don't be tempted to claim less than you actually need. Though you may hate to pay for your tongue length, the fact is, it's made of steel and can't be ignored when it comes time to squeeze your booth into your space. Applications for food booth space at large events, such as large county fairs, are usually more involved because booth selection is based on specific criteria. It is not unusual to be asked details about your food handling, safety, storage and packaging procedure, your process of training employees, and for providing customer service. You will be asked for references of past experience with similar events. You will not be asked to participate if you have no experience, are unable to obtain commercial general liability insurance, or, are unable to pay a hefty early deposit. Many state fairs also require you to provide your employees worker's compensation insurance. Your application must thoroughly demonstrate your professionalism and experience. Most vendors include a promotional piece with their application to help influence the decision makers in their favor.

Make a copy of your completed application to keep for your records before you send it in to the coordinator. Also, make a note of the date you returned your application, how much you paid for your space, the size of the space you requested, set-up date and time, and the county in which the event will be held. And, note whether an insurance certificate is required.

There is a slight difference in the process of filing out applications for events that charge a flat fee from those that charge a percentage of gross sales. A flat fee event requires your space fee be included with your application. If you are not accepted into the event the coordinator will return your application and check. On the other hand, events that charge a percentage don't ask for payment with your application. After considering your application they will either send you a rejection notice or a contract for booth space. If you receive a contract it is to be signed by you and then returned with your minimum space fee deposit. The balance of your space fee- a percentage of your gross sales- will then be paid when the event ends.

Because paperwork sometimes gets lost it's a good idea to call the coordinator a week or two after your application or contract is mailed to confirm that it was received. Also, many event coordinators are slow to respond to booth space applications. Unfortunately, each day you wait for a response reduces your chances of finding an alternative event if this one should fall through.

Some flat fee events will send you a confirmation notice that you have been accepted into their event, along with a packet of vendor information and parking passes. Others will send you nothing. However, if the coordinator cashes your check he or she will have indicated your acceptance. Even so, if a cashed check is all you have to indicate you've been accepted into the event it's a good idea to confirm your space with a phone call to the coordinator. You need to be certain that you are indeed expected at the event.

As you receive confirmation for your events, mark them into your calendar. It is a good idea to develop a file system to keep all of your paperwork organized. As the season approaches you want to know the status of each event application to be sure you have all your "ducks lined up" when you arrive at the event.

Part 2 coming next month, stay tuned.

ABOUT BARB FITZGERALD:
The author Barb Fitzgerald has more than twenty-five years of experience in the food concession industry. She additionally held a position on the Oregon Food Services Advisory Board and founded Northwest Vendor's Network Association. Her dedicated passion for the concession business makes her a leading authority on this unique mode of self-employment. For details about her best-selling book: Food Booth, The Entrepreneur's Complete Guide to the Food Concession Business, go to: http://www.foodbooth.net