By David J. Haining
Washington State University had just completed another successful Career Expo of the Palouse in the fall of 1999, one of two job fairs cosponsored with the University of Idaho. We were having our usual "shakeout" meeting, discussing candidly the elements that worked and others that did not.
This was my first fair as event coordinator. To extend the activities of the fair itself and involve the employers, several workshops were held on such subjects as: internships, networking and marketing yourself. They were sparsely attended. An industry noticeably missing from the fair was any company representing the entertainment field. To compensate, I contacted Toni Smith, a member of Steven Spielberg's famous Dreamworks staff. She made the trip to Pullman to offer an extremely interesting perspective on job opportunities in the entertainment industry. About 75 students attended, a number we were told was good considering name familiarity more often than not dictates attendance. The only activity we planned that met expectations were the mock interviews during which employers critiqued students' interviewing skills.
The focus of our discussion during "shakeout" thus centered on activities we could sponsor that would evoke similar student interest. What would excite them? It seems that students are interested in hands-on activities, different from the every-day classroom lecture. I suggested an etiquette dinner. The need was certainly evident based on an article I had seen in a local paper titled "Corporations send more green recruits to finishing school" as well as my observations on the lack of etiquette principles exhibited during dinners at my own fraternity. The staff was equally excited, having discussed the need for such an event in the past. With just a few months before the next fair the burning question remained: Was there enough time to organize such an undertaking?
After we secured support from employers with few well-placed calls, I began focusing on the logistics. One of the key issues was deciding on who would prepare the food. We contacted the renowned WSU Hotel and Restaurant Administration School's (HRA) event chef, Gene Fritz. Fortunately, he agreed and became an important advocate for the event. We were at least assured of good food, but still needed to find the ideal setting.
With the issue of food preparation settled, we turned our attention to finding a location for the event. Our student union building has a well-equipped kitchen, but it was unavailable. We estimated a crowd of 200 people, but did not know what the response would be among the students. We decided to hold the event in the Todd Hall Atrium, primarily because HRA's kitchen was nearby. Unfortunately, we knew that site lines in the long and narrow space of the atrium would be a problem.
The next task was to find our etiquette expert. Name after name for East Coast etiquette consultants surfaced, posing additional expense for airfare. Finally a name from Seattle, only 300 miles away, came to the fore-Randi Freidig, a University of Washington grad, who is certified in consumer and family science and heads her own business consulting company. She was excited about the potential of the event and enthusiastically agreed to be our hands-on expert.
The final large hurdle centered on finances. Where would the money come from to support an $11,000 activity that had to be self-supporting? I had already decided to contact WSU academic departments and colleges that would likely be encouraging students to attend. Ten departments ended up hosting tables for $100 each. Some of the departments were unlikely ones: biology, sociology and zoology, for example. They were encouraged to select the students they wished to attend the dinner. Employers attending Expo were also contacted and offered the opportunity to host tables for the same amount. Benefits included being able to smooze with "star" students, adding a dimension of reality, receiving additional recognition and publicity, becoming one of few employers offered the opportunity to support a very worthwhile event, not to mention being served a gourmet meal. Nine employers came on board for the inaugural event. A tenth became our principal sponsor with a donation of nearly $10,000 in cash and technical support.
Gene, Randi and I worked on a menu that would be attractive as well as a challenge to eat. Stuffed Cornish Game Hens and a variety of finger foods for the reception would be the mainstays of the menu. The event would be divided into two components: At a reception titled, "The Art of Mingling," students would learn how to network, smooze and work a roomful of people they do not know. Randi would then lead the crowd through a four-course meal in dining etiquette. The entire event would be four hours long.
The logistics were set; now would anyone want to come, a free meal notwithstanding? Within six days of a front-page article in the student newspaper, the event was sold out. A $15 refundable deposit was collected from each student, returned upon his or her appearance the night of the dinner. Each was given a list of instructions indicating dress, schedule of events and a general description of how the evening would progress.
The day of the event quickly arrived. The atrium looked classy with its red, white and black décor, formal table settings and the "be a star" theme. The evening progressed with hardly a hitch for the 225 guests. Randi effortlessly, with humor and professionalism, guided the young crowd through the four hours of artful talking and eating. The French-roast coffee service at each table was the perfect ending. The event was a hit! With the exception of easily fixable problems, all evaluation comments were positive.
This fall's event, which will be held on October second, promises to be bigger and better. Randi will be back for an encore performance. Some 400 will be accommodated in a more ideal space. The overall time will be cut to three hours and more time will be allotted for smoozing during dinner. These were the "fixable" criticisms of the first "Be a Star!" Etiquette Dinner. By the time our graduates leave WSU we hope to be able to offer to all who want it, the opportunity to learn the basics of business protocol and dining etiquette. Perhaps this experience will instill the desire to learn more about our own culture's need for increased civility and grace, and also that of other countries in an ever shrinking world of diverse cultures.
-- David J. Haining is an Event Coordinator with the Washington State University Career Services Office. For more information about the Fall Career Expo of the Palouse and its associated events on October second and third, please go to http://www.careers.wsu.edu. If you want to be a part of the Pacific Northwest's largest collegiate job fair, complete the registration form and mail or fax it to WSU Career Services.
