This webinar took place on September 17, 2025
No matter the size of your event budget, you're dealing with food-and-beverage costs that are skyrocketing. But maybe you are overspending where it matters least — while missing opportunities to maximize impact. In this session, we’ll break down where
we waste the most money on F&B and, more importantly, how to fix it with smarter budgeting, strategic negotiations and creative menu planning.
From hidden fees and service charges to underutilized cost-saving strategies, you’ll learn real-world solutions that keep your attendees happy and your budget intact. Walk away with proven negotiation tactics, pricing insights, and a game plan to deliver
high-quality dining experiences.
Key Takeaways:
- Identify the top F&B budget pitfalls draining your event funds.
- Discover vendor negotiation tricks that cut costs without cutting quality.
- Learn creative menu-planning strategies that balance value and experience.
- Get insider insights on rising costs and how to stay ahead of the curve.
Earns 1 Hour of CMP Credit
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SPEAKERS
Heather Reid
Founder and CEO
Planner Protect
Heather Reid is founder and CEO of Planner Protect, a first-of-its-kind event-contract agency in Canada. A former event professional, Reid spent 30 years planning industry conferences and corporate events for clients across North America. In 2013, Heather founded Planner Protect to help event planners and vendors negotiate balanced contracts. To date, she has helped hundreds of CEOs, venues and event planners build their contract confidence while creating more than $9M in cash savings and avoided risk. Reid was named to the Canadian Meetings & Events Expo Hall of Fame in 2017.
Tracy Stuckrath
Founder
Thrive! Meetings & Events
As an event planner with food allergies, Tracy understands that allergies and food intolerances, religious and medically necessary dietary restrictions, and dietary lifestyle preferences can create obstacles for both planners and guests. She is passionate
about helping planners design creative, safe and inclusive menus.
MODERATOR
Sarah J.F. Braley
Managing Editor
Northstar Meetings Group
Sally oversees content on Northstar’s meetings-related websites, as well as the print edition of Meetings & Conventions and Incentive, along with covering key beats. Sally joined M&C in 1994 as a senior editor, after spending eight years at
New Jersey Monthly magazine. She holds a master’s degree from the Medill School of Journalism at Northwestern University.
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