Four Seasons Taps Into Food Truck Event Craze

food truck event, Four Seasons Food Truck, food & beverage, Baltimore
A tasty crab burger is on the menu in Baltimore.

Forty-three days. 1,037 miles. Thousands of lobster rolls and crab cakes. From September 15 to November 11, the Four Seasons Food Truck is rolling down the East Coast, making stops in nine cities from Boston to Miami. Chefs at Four Seasons hotels in each destination have designed special menus for the food truck event tour, which can also be used for groups. (Get a taste on Twitter at #FSFoodTruck—like this week’s pastrami sliders and sausage and peppers by FS New York Executive Chef John Johnson.)

The 2013 inaugural FS Taste Truck Tour caught the attention of foodies throughout California, Arizona and New Mexico, and was so successful that the company decided to take on the East Coast this year.

They’ve tapped into a huge trend for groups: street food. At the Four Seasons Hotel Baltimore, Director of Conferences and Catering Services Martha Morningstar developed what she calls P5, an event held in the hotel’s parking garage (Level 5). The food truck lunch was a highlight of a meeting that the Four Seasons world sales office held for 100 of its top meeting planner clients.

“These were incredibly savvy planners who had seen and done everything, and we wanted to wow them,” Morningstar says. The garage was decorated with “gritty, urban touches,” such as barrels with fire and chain link fences, there was also street music, and the staff dressed in jeans and t-shirts. “We took everyone on the elevator from the meeting room to the parking garage and they had no idea where they were going,” she recalls. “When the doors opened, they all whipped out their phones started taking pictures—and we knew it was a hit.”

Specialties included lots of crab (crab three ways, crab salad, and crab bisque), hot dogs and sausages, and an anti-griddle, where they made freeze pops on the spot.

“Food trucks really speak to people,” she says. “They want casual food but great food—particularly for groups during the day who only have an hour. You want the food to be delicious and approachable, as well as fun. And you want choices, not chafing dishes where people spoon just a couple of choices onto their plates.”

The Four Seasons Food Truck Event rolls into Baltimore on October 6. Here’s the complete schedule:

New York: September 29–October 4
Baltimore: October 6–11
Washington, DC: October 13–18
Atlanta: October 20–25
Orlando: October 27–28
Palm Beach: October 30–November 4
Miami: November 6–11

For more details, visit the Four Seasons Food Truck Event web site.

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Barbara Scofidio is editor of Prevue and heads up the Visionary Summits, our exclusive conference series targeting senior-level meeting and incentive planners. In 25 years of covering the industry, her articles have spanned topics ranging from social media to strategic meetings management. She is currently the media liaison for FICP's Education Committee and was the first member of the media ever to be invited to sit on a committee by GBTA, where she spent three years on the Groups and Meetings Committee. She has also been an active member of Site, chairing its Crystal Awards committee and acting as a judge. A familiar face at industry events, Barbara often leads panel discussions or speaks on topics close to her heart, such as green meetings or how the industry can help combat human trafficking. She is also on the board of ECPAT USA, the human trafficking organization. Barbara is based outside Boston, in Groton, Mass.