Cut Costs, Not Quality: Navigating Event Budgets with Lee Avery

When it comes to event planning, there’s one line item that seems to take on a life of its own: Food & Beverage (F&B). Maybe you’ve heard the joke: “Sneeze, and your catering bill goes up by two grand.” It’s not far from the truth! Whether you’re planning a multi-day conference for thousands or a more intimate corporate get-together, F&B costs can be a big puzzle to solve. Luckily, hospitality veteran Lee Avery shared insights on how to keep that budget in check—without compromising the attendee experience.

From 7-Year-Old Stage Manager to F&B Guru

Lee has been in (and around) the event industry for over 25 years, starting her career with big-name festivals, weddings, social functions, and eventually large-scale conferences at top convention centers. That breadth of experience has made her an F&B powerhouse—she’s managed everything from stadium catering to presidential inaugural balls. Her overarching theme? Planning with intention and partnering with your venue or caterer to nail both attendee experience and cost efficiency.

Why 70% Goes to Attendees (But Don’t Forget the Other 30%)

When you see that big F&B line item, it’s easy to assume it’s all about attendees—but you’d be surprised. Lee explains that she typically allots about 70–75% of the total F&B budget for attendees, while the remaining 25–30% covers staff and crew meals, greenrooms, executive offices, speaker-ready lounges, and more. Think security teams, temp staff, or even photographers who can’t easily leave during key sessions—everyone needs a plate (or at least a snack).

Pro Tip:
Negotiating your staff and crew meals at a discounted rate (and sometimes even matching the main attendee menu) can yield significant savings.

Consumption vs. Package: Coffee, Sodas, and the Bar

Hands down, one of the biggest “budget black holes” is beverage consumption—coffee alone can skyrocket your costs if you’re not careful. Lee recommends putting as many items as possible on a “consumption” basis rather than a flat fee. This applies to everything from bagged snacks in your staff offices to the bar at your welcome reception.

• Consumption Bar: Ideal when you’re not sure how many guests will attend or how heavily they’ll drink (often the case on arrival nights or hybrid receptions on the expo floor).

• Package Bar: Best for heavy-drinking crowds or when you need a locked-in cost. Just be mindful not to overshoot; know your audience’s habits first.

Daily Reconciliation: Banquet Checks Aren’t Just Paper

Many planners wait until the end of the event to get the final bill, only to discover big surprises. Instead, make daily reconciliation a habit:

1. Review the day’s banquet checks with your catering partner every afternoon (or as soon as they’re posted).

2. Update your budget tracker—whether that’s a simple spreadsheet or a full-fledged platform like Pholeo—so you know immediately if you’re trending over or under.

3. Adjust in real time: If you discover you’re under your F&B minimum, for instance, you can add a special treat for attendees or even donate meals to a local shelter (win-win!).

Looking Ahead: Budgeting for 2025

Lee anticipates continued price increases in 2025 due to rising food costs and labor, which means collaboration with your venue or caterer will matter more than ever. Don’t be afraid to:

• Ask about seasonal menus or “chef’s choice” options that save time and labor.

• Request alternative breaks, like eliminating decaf if no one really drinks it.

• Consider whether you need every single meal, or if attendees are happier skipping a formal breakfast in favor of coffee and pastries.

Key Takeaways for Better F&B Management

1. Budget in Buckets
   Expect 70–75% for attendees and 25–30% for staff/crew, but build in a small contingency you don’t necessarily show to stakeholders.

2. Partner with Your Catering Team
   They want to help you meet your numbers. Negotiate discounted staff meals or more flexible options if you’re under or over your minimum.

3. Choose Consumption Wisely
   A consumption model for snacks, coffee, and bars helps avoid paying for items your group never touches.

4. Reconcile Daily
   Checking the daily banquet charges means no surprise line items at the end—and the chance to pivot budgets on the fly.

5. Anticipate 2025 Rate Hikes
   Prices are going up, but so might your budgets. Keep an eye on your venue’s updated menus and leverage them for timely concessions or unique add-ons.

The Bottom Line

At its core, F&B budgeting is about balance: balancing your stakeholders’ needs with the realities of F&B pricing, balancing your guesswork with real-time data, and balancing “wow” moments with the ever-rising costs of coffee, croissants, and canapés. By taking a strategic approach, staying nimble, and partnering closely with the venue, you can keep your F&B spend in check—without sacrificing the flavor, fun, or function of your event.