Loews’ Adopt-A-Farmer program enriches meeting breaks.
Sustainable, gourmet refreshment breaks are offered at Loews Ventana Canyon Resort in Tucson, Arizona, thanks in part to the Adopt-A-Farmer program, a brand-wide “good neighbor” initiative at Loews Hotels, in which locally grown ingredients provide meeting guests with fresh, organic fare.

Local farmer-adoptee Jeff Scott of Willcox, Arizona, has been growing organic fruits and vegetables for 25 years and provides Loews with peppers, melons, potatoes, onions, and other produce. Scott’s bounty of tomatoes inspired Executive Chef Ken Harvey to design a special afternoon meeting break menu based on the high quality of organic, vine-ripened, hand-picked product.

The Willcox Tomato break utilizes Cherokee purple, yellow, and bright red brandywine varieties of tomatoes. Features include a gazpacho bar, non-alcoholic tomato and berry sangria martinis, sun-dried tomato hummus, Indian fry bread, Caprese tapas, grilled goat cheese tomato bites, and tomato sorbet. Priced at $18 per person, this break has been offered to meeting groups with as many as 300 attendees.

Local tomatoes also make an appearance at morning breaks as components of a non-alcoholic Bloody Mary bar with freshly squeezed tri-color tomato juices and fresh herbs. “The presentation of sweet yellow, tart red, and spicy green tomatillo-inspired Bloody Marys is beautiful,” says Director of Conference and Catering Services Geneya Sauro. “The drinks are pre-made and displayed in shot glasses, while attendant-blended cocktails are offered as an option.

“The Willcox tomato break was initially a challenge,” Sauro adds. “We had to educate our conference service managers and catering and banquet teams. The notion of every food item containing tomato had staff worried—until they attended a special tasting and experienced Chef Harvey’s full flavor profile of sweet, acidic, savory, and hearty fare. The same holds true for meeting attendees, who sometimes have an aversion to tomatoes. To overcome that, we display a poster describing the Adopt-A-Farmer program and sell them on the diversity of flavor. Our dialogue with both internal and external customers has been key to so many of the positive comments we have received.”

Another challenge has been client budget constraints. “We purposely priced the tomato break similarly to other offerings, but sometimes price point is an issue; that’s where education and negotiation come into play,” Sauro says. “Scaling the tomato break back from six to four menu items and reducing price still allows us to offer a unique and memorable ‘locavore’ experience—while meeting the client’s budgetary needs.”

Inspired by film lore and local culture, the W Seattle revives meeting guests.
The W Hotel Seattle awakens lethargic meeting guests with a cinema-themed break based on the film Sleepless in Seattle. Local lifestyle and entertainment magazines such as Where, The Stranger, and Seattle Weekly are provided. Clips from the movie Sleepless in Seattle are screened throughout, intriguing attendees with shots of the “Emerald City” and its environs. For more active guests, there is the Seattle-produced party game “Cranium.” The menu includes Tim’s Cascade chips, Washington seasonal fruits, house-smoked Alaskan sockeye salmon served with savory rosemary and Parmesan La Panzanella flatbread, Starbucks chocolate covered espresso beans, and Seattle-produced Jones sodas.

Another entertainment-inspired break is Grey’s Anatomy, based on the weekly drama set in fictional Seattle Grace Hospital. Attendees watch clips from the show, featuring scenes shot on location in Seattle. Or they can play the Milton Bradley game “Operation,” a battery-operated test of skill. The menu features housemade trail mix, roasted peanuts, Izzie’s double chocolate cupcakes with chocolate mousse filling, “McSteamy” coffees, and Vitamin Water.

Guests can rekindle childhood reminiscences in a summer camp-inspired break. Lights are darkened and attendees are given flashlights and copies of Alvin Schwartz’s book Scary Stories to Read in the Dark. A roaring fireplace DVD adds to the ambience. The accompanying menu includes gourmet s’mores made with graham cracker crust, piped Italian meringue, and dark chocolate drizzle served with milk chocolate fondue; housemade “li’l smoky” pork sausages served with assorted dipping sauces; and a variety of sodas and beers.

“Wish Workshops” are another option enabling meeting planners to amp up attendees’ creative juices. “Cheese Louise” teaches meeting guests about artisanal cheeses from a maître fromager in a classical vertical tasting. Executive Chef Adam Stevenson shares some of his personal recipes that incorporate the cheeses, and premium Northwest wines are offered for pairings.

“Shake It Like A…” inspires attendees to get in touch with their inner mixologists in the crafting of expert cocktails. Meeting guests learn how to shake and stir Seattle’s signature cocktails: the Rose Drop, the Lemon Drop, and the Emerald Drop. Sommelier John Nelson also offers a customized wine tasting class called “Meet Your Winemaker,” in which two or three Washington varietals are sampled.

Nancy Fox covers food and beverage, travel, and lifestyle. A 20-year travel industry veteran based in Orlando, she has held positions with Walt Disney Attractions and AAA.

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