ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Sunday, November 10, 1996 TAG: 9611080112
SECTION: ROANOKE CIVIC CENTER PAGE: RCC-4 EDITION: METRO
The performers aren't the only ones who get hungry while at the Roanoke Civic Center. Almost everyone who has attended a concert or a hockey game has purchased nachos, pizza, soft drinks, hot dogs, popcorn or cotton candy from concession stands or carts.
One company serves up the food and beverages for every event at the Roanoke Civic Center.
Since May 1991, that company has been Swanson Corp. Swanson was founded in 1952 in Omaha, Neb., and is not connected with the frozen food company.
``Swanson may be Roanoke's best-kept secret,'' said Dana Stansbery, Swanson's general manager.
The next best-kept secret may be the nearly 2,000 square feet of kitchen space nestled between the exhibit hall and the coliseum. It's full of tilt skillets, deep fryers, broilers, steamers, convection ovens, pizza ovens, hot holding ovens - all waiting for the next event.
Swanson spent $175,000 to improve five concession stands. New tile, counters, portable concession stands and more cashiers helped improve service from a ratio of 600 people per cashier to 250.
Before hockey started in 1993, concerts were Swanson's main business. Also, in 1993, it took over the Parks and Recreation contract, which includes Victory Stadium.
Not only has service improved, but more food choices are available: coffee with flavored syrups, Italian sausage, Mistic drinks, assorted hot sandwiches, funnel cakes, soft pretzels and super nachos. If you don't want to leave your seat, "hawkers" bring drinks, popcorn and cotton candy to the stands.
A typical weekend in December means Swanson caters an Express game in the coliseum, The Nutcracker Suite ballet in the auditorium, a high school football playoff game at Victory Stadium and a company holiday dinner and dance in the exhibit hall. All food is prepared in the kitchen and delivered to events and concession stands.
``In hospitality service - it is either nothing or every event is simultaneous. There is no in-between," Stansbery said.
Chef Claudia Buskirk, who has been with Swanson for three years, is the traffic controller and keeps the kitchen running full force. The kitchen must accommodate food for all events in the coliseum, exhibit hall and auditorium.
Swanson also caters holiday parties, meetings and dinner dances for regular clients, which include General Electric, Vitramon Inc., Amway, Roanoke Assembly, Southern States, Cellar Door Productions (rock concerts), Show Productions (country concerts) and religious groups. Sometimes it plans and caters off-site events for clients.
Theme parties are standard fare. The first was a luau for PYA Monarch, a food-service vendor, in 1991. While Swanson handles the catering, local decorators and rental services create the right atmosphere.
Two years ago Swanson had the challenge to plan and cater a formal sit-down Christmas dinner and dance in the coliseum for the Roanoke Assembly during hockey season. Boards were put over the ice, but the effect was open and drafty like a barn, Stansbery said.
A winter wonderland, the staff and meeting planners decided, would create the right atmosphere for a holiday party. Lighted Christmas trees, park benches, a low, false ceiling and fake snow transformed the coliseum into a cozy winter scene.
The coliseum also hosts basketball games on occasion.
During Virginia Tech basketball games, four concession stands are open, carts are in the concourse and hallways and four to eight alumni parties are in the exhibit hall. There are also hospitality rooms open and a president's office reception in the auditorium.
Whatever a group needs, Swanson is ready to do it. A set of sample menus gives clients ideas when planning events. For example, the Down-Home Special breakfast includes juice, fluffy scrambled eggs, bacon or sausage, breakfast potatoes, toast or muffins and coffee, tea and decaffeinated coffee. The Viva Italia speciality buffet includes Italian spaghetti, hearty meat lasagna, Sicilian vegetables, tossed salad, garlic bread and iced tea.
"We can cater roast beef and potatoes to the most upscale formal event," assistant manager Bonnie Goins said. "Most events are tailored to meet demographics of groups and budgets."
Swanson specializes in large functions geared for 800 to 1,000 or more guests.
"There is no catering that we can't do," Stansbery said. He explained that there was a convention with theatre-style seating and conference tables set up until 3:30 p.m. Four hours later, a formal banquet was served. There was little time for the changeover, but it was done on time.
When concerts are booked, the center receives technical and catering requests about a month in advance. These "riders" range from basic requests to outrageous ones. Whatever the group wants, it gets, because it is the client. Older rock acts have less unusual needs than young up-and-coming groups. Country groups have basic requests. Some crazier requests include 10 dozen dethorned roses, 10 pounds of jelly beans, M&Ms with certain colors picked out. Although most requests are routine, Swanson will special order particular brands of beer or wine if it knows far enough in advance.
The hockey V.I.P room is the dining area for the crew and roadies. Some groups eat with the crew and some prefer to eat by themselves. Some groups request strict or semi-strict vegetarian diets, and some request ethnic menus that range from Italian or Tex-Mex to Chinese. Nutritionists are available to assist in planning special meals.
Here's what's new
*Noncarbonated drinks: Hawaiian Punch, pink lemonade, bottled spring water.
*Grill station, located between gates 9 and 10: Initial offerings will include kabobs, gyros, grilled chicken breasts, smoked sausages with peppers and onions or Philly cheese steak sandwiches.
*Order beer and food in one line, not three.
*No smoking in facility.
*Name-brand pizza will be baked on premises. Also, different portion sizes and other products will be offered.
*Hallways are clear.
LENGTH: Long : 111 lines ILLUSTRATION: PHOTO: TIM TREVILIAN. Dana Stansbery, Swanson's generalby CNBmanager, installed a grill station between gates 9 and 10 to serve
hot entrees to guests.