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Steven R.

563 Old Hollow Road  Winston-Salem, NC 27105  (336) 661-0883  slawson001@triad.rr.com

Innovative thinker and hospitality professional with 27+ years of combined experience in Sales &
Marketing, Food & Beverage, and Catering. Successful in achieving sales/profit objectives, building
support among stakeholders, and creating memorable guest experiences.

Professional Experience
TANGLEWOOD PARK, Clemmons, NC, 1999-December 2008
Food and Beverage Director
• Planned and directed catering services at 1200-acre park with diverse facilities including picnic
shelters and banquet space; oversaw all operations for onsite Bed & Breakfast and cottages.
• Created annual operating and capital budgets, secured approval of funding requests from county
commissioners, controlled payroll expenses, and made product/service purchasing decisions.
• Guided development and execution of special events ranging from family cookouts and wedding
receptions to employee appreciation days and executive meetings: assessed customer goals and
budgets; conceptualized themes; determined menus, décor, and service requirements; created master
plans allocating allocated resources (e.g., equipment, staffing) to multiple events held simultaneously.
• Partnered with area resources such as the Convention & Visitors’ Bureau, university hospitality
management programs, temporary agencies, and in-house teams (e.g., golf department) in promoting
park resources and organizing delivery of services to customers.
• Supervised 30 employees, temporary workers, and outside service providers; monitored performance
to assure compliance with service standards and contract specifications.
• Dramatically improved guest satisfaction rates to 95+% through proper training of staff, emphasis on
fulfillment of all contract specifications, and implementation of accountability measures.
• Orchestrated an all-employee outing with 10,000+ guests for RJR that generated $750,000 in
revenue; created, proposed, sold, and implemented park-wide event with golf tournament, wine party,
carnival, children’s activities, and evening concert with fireworks.
• Transformed Tanglewood Barn into gourmet restaurant that provided meals for 500 people daily for
10 days, each with a unique, urban-oriented theme for the RJR Vantage Championship.
• Hired, trained, and mentored front-line employees who have been promoted to management
• Revised catering menus to align pricing with costs and profit goals.
• Created policies and authored policy manuals for all areas including employee training, purchasing,
kitchen standards, inventory control (equipment, alcoholic beverages), and catering guidelines.
• Developed caterer requirements to enable the county to outsource catering services.

ADAM’S MARK WINSTON PLAZA, Winston-Salem, NC, 1995-1999

Director of Convention Services (1997-1999)
• Commanded planning and hosting of convention activities at the second largest convention complex
in North Carolina (Benton Convention Center), which included 3 ballrooms and 35 meeting rooms.
• Directed 3 convention services managers and provided expertise in interpreting sales contracts and
organizing all aspects of service from developing menus to arranging shuttle transportation.
• Forecasted revenues to facilitate proper planning and allocation of resources.
• Established the convention services team for newly acquired complex.
• Devised and implemented standards and systems for meeting room set-ups, contract turnover, file
audit and trace, and lost business reporting, achieving consistency and improving efficiency.
• Instituted standardized format for group resumes and pre-cons that facilitated precise communications
of customer requirements to staff members.
• Met/exceeded customer satisfaction ratings of 90% in compliance with management contract.
Steven R. Lawson page 2
Director of Food and Beverage (1995-1997)
• Managed food and beverage operations including 2 restaurants, bar, kitchen, room service, catering,
and banquets that generated $2.8 million annually through on-site and off-site sales for property with
305 rooms and 20,000 sq. ft. of meeting space. Directed 21 managers and 97 associates.
• Led planning and execution of major events such as the annual 650-guest VIP dinner for the Vantage
Championship held at the LJVM Coliseum, 700-guest Crosby Golf Tournament Gala Dinner at the
Benton Convention Center, and Sara Lee Board of Directors dinner held in a museum setting.
• Forecasted annual sales and expenses.
• Led turnaround from #17 to #2 companywide for sales, average check, and profits.
• Exceeded sales budget by 22%, surpassed profit goals by 5%, and delivered exceptional quality.
• Garnered recognition for innovation and excellence by devising, implementing, and launching new
restaurant concept and starting a Sunday brunch (each voted “Best” in category by Triad Style).

RADISSON MARQUE HOTEL, (formerly Hyatt Winston-Salem), Winston-Salem, NC,

Director of Group Sales
• Led group sales and marketing efforts to capture business from SMERF, corporate, association, and
sports markets. Created annual marketing plans and annual/monthly sales forecasts.
• Devised pricing strategies, directed managers, and controlled reservations activities to realize goals
for occupancy and average room rates for hotel with 293 rooms and 30,000 sq. ft. of meeting space.
• Established and managed key accounts such as RJR, Sara Lee, Vantage Championship, and The
Crosby; identified priorities, negotiated profitable contracts, and communicated customer
requirements to operations managers.
• Exceeded group budget room nights by 3,000.
• Earned recognition as “Manager of the Year”; and developed team members who had no prior
industry experience and have since advanced to director-level and general management positions.
• Partnered with sports and other organizations to bring special events to Winston-Salem, assure
hospitality excellence, and drive sales associated with CIAA Tournament (host committee member),
Flow Motors Invitational, NC Senior Games, WFU Football, Winston-Salem Spirits; basketball,
soccer, and golf tournaments; and national dog shows such as Siberian Husky Association’s event.

HYATT WINSTON-SALEM, Winston-Salem, NC, 1981-1991

Director of Catering and Convention Services
• Managed catering sales and catering/convention services by establishing key accounts as well as
proposing, selling, and leading execution of catering programs. Created annual marketing plans and
budgets. Supervised catering managers and 2 support staff members; oversaw banquet operations.
• Increased annual sales by $1.2 million.
• Organized catering services for high profile events that included a 750-guest reception for George
Bush following the Presidential Debate at Wake Forest University with less than 48 hours notice and
one-day prior to the Vantage Championship.
• Improved client relationships and streamlined service processes by spearheading monthly classes for
administrative assistants on topics such as menu planning, meeting planning, and table decorations.
• Named “Manager of the Year”; nominated as “Sales Manager of the Year” (one of 400 candidates).

Professional Training & Activities

• Delphi, Adam’s Mark; Sales Hyatt Training, Food and Beverage Service, Food and Beverage
Production, Hyatt; Yield Management, Radisson Hotel.
• Hotel Marketing Association in Winston-Salem: Founder/Past President; Association Executives in
North Carolina: Member of Trade Show Committee; Winston-Salem Rose Society: Member, Annual
Convention planner; American Rose Society: Member; Chow Chow Club International: Member.