Fresh faces and ideas at NRA show breathe new life into industry conference

Nation's Restaurant News, June 11, 2007 by Peter Romeo

CHICAGO -- At age 88, the granddaddy of industry conventions still managed to wear out the generally younger 73,000-plus people who converged here May 19-22 for the nation's largest gathering of restaurateurs. Foot soreness once again threatened to hit epidemic proportions as operators dashed from exhibit halls to education sessions to the city's latest mustsee restaurants.

But the 2007 National Restaurant Association Restaurant, Hotel-Motel Show differed from the 87 that preceded it. Some might say it even seemed younger. For one thing, there were the students. Attendees of various culinary or hospitality schools have been invited in the past to see the industry they're joining. This year, they were a major presence at almost every event, from the posh Gold & Silver Plate Awards banquet to Nation's Restaurant News' invitation-only party for the winners of its MenuMasters awards for menu innovation. A few even attended the NRA's board meeting.

"It is your job to maintain that flame of hope in the younger generation," Bill McCormick, cofounder of the McCormick & Schmick's seafood chain and current U.S. ambassador to New Zealand, implored the association's directors. "I hope you do it well."

The NRA also strived to loosen up the show a bit with more entertainment stirred into the usual mix of education, shopping, eating and partying. Each day, for instance, brought book signings by food or restaurant celebrities ranging from French Laundry kitchen master Thomas Keller to chefsturned-TV stars Cat Cora and Rick Bayless. Internally, the NRA called the program "Star Power."

Last year's marquee speaker was President George W. Bush. This year's keynoter was "Law & Order" cast member Fred Thompson, who a week after appearing at the show announced that he would test the viability of a run for Bush's spot in the Oval Office on the Republican ticket.

Seminars and presentations addressed such familiar topics as food safety, menu trends, personnel issues and marketing, but with enough present-day specifics to make the issues seem as fresh as the spring breeze blowing in from Lake Michigan.

Presenters noted how the focus in food safety is shifting from E. coli contamination of meat to the presence of that potentially lethal pathogen in produce that doesn't undergo the "kill step" of being cooked. And norovirus was cited as a threat with far greater prevalence today.

A session on kitchen trends looked at the surging popularity of organics, locally grown ingredients and sustainably cultivated foods.

The usual prescriptions for recruiting and retaining employees were strengthened with encouragement to foster inclusion and diversity. Everyone seemed to be talking about the importance of being green in a marketplace where employees and customers are demanding more attention to the environmental impact of business decisions.

Before the show had concluded, NRA officials were already conceptualizing new features for next year's conference. Among the innovations that will be employed to invigorate the 2008 confab: A wine, beer and spirits event to be held during the show.