Around 85 percent of events are given a fruit
sculpture, says F&B Director Michael Twomey. The
hotel doesn’t use them in marketing or promoting
the events, but the carvings impress at events, linger
in guests’ memory, and build repeat business.
Silva’s talent rose to the surface, giving the hotel’s banquet business more of an identity. “It’s what he brings
to the table, and it’s something that differentiates us from other hotels,” says GM Keri Fitzgerald. “It’s a little
something extra that gives them a sense that this is a special property.”
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In a hectic workday blur, it’s sometimes
all a manager can do to make sure each
staff member is executing the duties he or
she was hired to perform. But it pays to have
a nose for other talents they can bring to the
table—in this case, the banquet table.
When a Brazilian line cook at the Holiday
Inn Rockland, Massachusetts, showed F&B
management some stunning sculptures he
carved from fruit, they nurtured his unique
talent and harnessed it as a specific F&B
identity. By amazing event and meeting clients
with Jean Silva’s creations, the hotel stamps an
image in the minds of groups and planners,
giving it an edge in the area.
FRUITFUL ENDEAVOR
“Jean’s title here is technically line cook, but I
look at all the staff as chefs,” says F&B director
Michael Twomey. “They all put their heart
and soul into what they do daily.”
The Holiday Inn team discovered Silva’s
fruitful talent about three years ago, when he
made some initial carvings on spec. “We were
impressed,” says F&B Director Michael Twomey.
“From there it progressed and progressed.”
Progressed, indeed. The hotel now features
Silva’s creations as showpieces for banquets and
meetings—free of charge, as a total surprise
to the client. It’s just added value that helps
impress, says General Manager Keri Fitzgerald.
Around 85 percent of events are given a
fruit sculpture, Twomey says. The regular
breakfast buffet does not have carvings. While
the pieces aren’t used in courting new clients,
they definitely work wonders in winning
groups over for repeat business.
“Last December, we were trying to woo
a local business to the hotel,” Fitzgerald
explains, “and they conducted a week’s worth
of meetings. Almost every day, Jean did a
special carving for the group. They were really
taken by it and thought it was the best thing
ever. This is a very hard group to impress, but
they were definitely impressed by Jean and his
talents. They looked forward to what surprise
he would have for them each day. It’s what
he brings to the table, and it’s something that
differentiates us from other hotels. And it’s
not something [clients] are requesting. It’s a
little something extra that gives them a sense
that this is a special property.”
“If they have a particular interest, such as
during the holidays, he’s done winter scenes
with skiing penguins and such,” Twomey says.
“This creativity surprises such clients, even
after they’ve requested a certain theme [for
décor]. It shows off the culinary talent of the
property.”
For example, a local woman holds an
annual event at the hotel to raise money for
a scholarship in her daughter’s name. This
year’s event went with a cardinal theme, as
the girl had been a student at the Cardinal
Spellman school, so Silva crafted a carving
of a cardinal in her honor. The unexpected
sculpture impressed the attendees and the
girl’s parents as well.
The wow factor is universal across different
groups and demographics, Twomey says, simply
because of the undeniably striking visual
impact of Silva’s fruit art.
PATRONS OF THE ART
“Jean develops these pictures in his head and
makes it happen,” Twomey says. Silva came
to the United States from Brazil in 2002 and
has been at the Holiday Inn Rockland for six
years. He doesn’t interview much, because he’s
more expressive in his native Portuguese, but he
says his favorite aspect of fruit carving is being
able to showcase his personal talent. “It brings
happiness to people, and it is a conversation
piece,” Silva says, adding that his inspiration
comes from God. He sees a sculpture in his
mind, transfers that image to paper, then does
the carving. Though he can create just about
anything, the most popular carving is a swan,
Twomey reports.
If Silva has a hot idea for an event, he may
ask for additional fruit—such as another watermelon,
for example. “We’re very receptive,”
Twomey says, in making sure Silva has what
he needs. Generally, the fantastic fruit sculptures
don’t incur significant additional cost.
As an additional personal revenue stream,
Silva has also created Fruit Decoration
Company, a side business for events and family
and friends, independent of his Holiday
Inn job. Twomey says the hotel appreciates his
talents and contribution on-property so much
that it doesn’t mind the moonlighting.
Though fruit carving is his calling card, Silva
is still a full-time breakfast cook and line
cook. Twomey says he does 50 to 60 percent of
the prep for all catered events on the property.
FRUIT TO THE FUTURE
The Rockland F&B leaders may begin playing
the fruit card up front, at the selling end
of their banquet business.
“I think when we redo our catering
menus, we may look at upselling [packages]
with specific carvings—something special
for generating additional revenue,” Twomey
says. Fitzgerald notes that the team is considering
putting together a photo portfolio of
Silva’s creations.
“It can go a long way when you see what
he’s capable of creating,” she says, “especially
in the wedding market. We can show brides
that if they want to have their reception here,
this is an added bonus.”
Thurston E. (Tad) Wilkes is managing editor of
HOTEL F&B. Formerly editor of NIGHTCLUB & BAR
Magazine, he has covered on-premise bars and
outlets for the past decade.
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