Helping Families Taste the Best of Life

The Junior League of Tampa adopted this tag line for their Culinary Collection in 2009. This is an accurate depiction of the series. As they complete the collection with Capture the Coast, families within the Tampa area will have benefited by over $300,000 in profits raised by the League, which they will invest back into great community causes.

Capture the Coast - Available September 2010

Laurie Ann Burton, my good friend, led the charge in creating Capture the Coast. This fourth and final book in the Culinary Collection focuses on the regional and ethnic diversity of Tampa. Laurie Ann, like several of her predecessors, is a full-time professional and this undertaking was stacked on top of her “real” job. I truly believe that community cookbooks are so tremendous because of the dedicated individuals who create them.

Since this book will not be released until September, I will hold off sharing too much detail. I will say however, that while the format is the same as the other three, the overall feel will be unique and a great “finishing touch” for the series. Kristie Salzer and Rob Adamo again provided the food styling and photography while Laurie Ann and her committee assisted. I think you will enjoy the musical slide show of their photograph shoot days captured on film.

During the 2010-11 League year, The Junior League of Tampa will fund and staff eleven community projects and provide additional funding to non-profit organizations through their enabling grants. A few of the projects, which highlight their focus, are Love Bundles, Children’s Literacy and Food 4 Kids. In partnership with the Hillsborough County Sheriff’s Department Child Protection Investigation Division, their Love Bundles project provides children removed from their homes by the Sheriff’s office with special backpacks containing essential developmental items and basic necessities. Children’s Literacy provides volunteers to read aloud to kindergarten students in Title 1 schools, giving children of low-income families age-appropriate books to take home, and providing the children and teachers with other classroom aides to enhance their love of reading. Food 4 Kids, a partnership with America’s Second Harvest of Tampa Bay, provides children enrolled in the Kids’ Café program at Wilbert Davis/Belmont Heights Boys and Girls Club with a bag of food that is nutritionally adequate for the children to eat over the weekend and holidays when the meals they typical receive at school and at the club aren’t available.

Indeed, I have been fortunate to meet so many talented, creative and fabulously committed volunteers. In fact, there are literally hundreds of names that could and should appear for credit in this series of blogs. Not only did each committee have a great leader, but the leaders also had terrific teams of people supporting them. Each book had copyrighters, editors, proofers, and testers. Each book developed a “launch” and had volunteers creating events and marketing efforts. Each book ran its own PR and media campaign. No one person was responsible—this was truly a League effort.

The Junior League of Tampa is an inspiration to me for their dedication and commitment to finishing a job started. Imagine how proud I was of the League in 2008 when The Junior League of Tampa won the coveted FRP Junior League Cookbook Award at the AJLI conference. This award recognizes the Junior League that creates and implements the best and most creative sales and marketing campaign for a community cookbook in the US. The winner receives a framed cover of their cookbook to display in their headquarters, and a $5,000 cash prize. Congratulations, ladies, on a job well done!

The Series Continues... There's Never a Dull Holiday With Savor the Seasons

In 2005, Taylour Shimkus flew into Nashville to discuss and investigate responsibilities for  leading the third cookbook in The Junior League of Tampa Culinary Collection. Taylour exhibited a strong "can do" personality and expressed definite ideas for this title.  Her top goal in this initial meeting with the FRP team was to get a better feel for the commitment that would be required of a volunteer with a full time career. Upon some thoughtful reflection following the meeting Taylour agreed to the task and was placed in the leadership role for this book. Little did she realize that one unplanned event during her tenure of the development was her first pregnancy. "Oh well, just one more thing to keep me on track" Taylour said.

I do not really know if the holiday theme was Taylour’s, or the committee's, but it turned out to be a great addition to the collection. The overall body of work in this collection would now consist of party planning, fresh everyday favorites, and now new holiday recipes and menus.  The collection was certainly rounding into great form.

As with the previous titles, the format remained the same. The color pallet was a peachy shade with some slightly darker orange tones. The League continued to promote its good community projects on page 8 by listing all of the worthy projects they had supported and to tell the buyers how the books give back to the community.

Kristie Salzer and Rob Adamo again teamed up for the photographs. Generous sustainers and active members of the League donated to underwrite the cost of the outstanding photography.  Savor the Seasons features menus and recipes for New Years, Valentines, Easter, 4^th of July, Halloween, Thanksgiving and Christmas or Hanukah. 

The December holiday section is perhaps one of the more unique of the series as the committee decided to draw on the Spanish influence in Tampa and focus on tapas—delicious little Spanish dishes. These delicious treats allow one the freedom to build an entire meal around multiple choices of small dishes packed with big flavor.

Since I am a holiday lover, this particular title has great appeal—I particularly enjoy the photos of this book just to pick up some decorating ideas for celebrations. Of course, I should clarify that my wife likes this aspect of the book as she is the creative one in our family.  With over 100 recipes, great photographs and menus, this is a “must have” cookbook.

One last thought, the committee added a great touch on pages 120-121 by drawing attention to how the League supports their community each season.  They've highlighted projects they participate or fund throughout the year. This was a super creative touch following the recipes.  Not surprisingly, the launch party of this title, held in a sustaining members' newly renovated home,  was spectacular.

How Do You Follow Perfection?

Terrie Dodson was chosen to lead the second title in The Junior League of Tampa Culinary Collection. Since the first book had established the format and design this should be a “piece of cake”, right?  Think again. Following the blockbuster and wildly successful Life of the Party just two years later proved to be a big challenge. The good news is that Terrie (and her committee) was up to the task.

This committee was more eclectic in nature than the original Life of the Party team and this presented some decision-making challenges. I remember flying into Tampa on several occasions to meet with this group to serve as a “mediator” of sorts. I don’t mean to say that they didn’t get along, there were simply creative differences that, when all worked out, contrbuted to producing spectacular cookbook as well.

One of the great things about the Culinary Collection is that it has over 400 total recipes, menus and recipes for parties, everyday fare, all holidays and regional favorites of the Tampa area. Everyday Feasts was the title chosen for book two and the idea was to share a collection of recipes that were general enough in nature to work for families, both large and small, every day of the year. They chose a pleasing green accent color and the “pineapple” as the icon for their book.

Each book in the series contains approximately 100 recipes; however the task for great recipes to choose from got tougher with each title beginning with Everyday Feasts because most League members felt they had submitted their BEST recipe for Life of the Party. This proved not to be true as each title is chock full of great dishes.  Again, Kristie Salzar worked with the committee to oversee the food styling and they used the same photographer, Rob Adamo, for a consistent food look.

Another key success ingredient that has been a result of the Culinary Collection is the development of the League leadership through training of their volunteer members. In fact, several chairs of the actual new development or the marketing chair on in between years has moved to a leadership position within the League including several League Presidents.  The League commits 40 members each year to its marketing efforts in addition to an additional 8-10 during new title development years. You see, they treat this as any other special event and it pays off in funds developed and used to improve their community.

A Unique Approach and Lesson in Commitment

This post is going to take place in multiple parts because it is so unique and so personal I don't want to leave anything out of the story. Over the last decade I have been privileged to meet and work with some of the "BEST" and most dedicated volunteers in the US. Along the way I have developed friendships with many of the individuals that will last long after I retire.

In 2001, I noticed that two members from the Junior League of Tampa were attending FRP's Cookbook University, an annual seminar for those who want to learn more about developing and marketing cookbooks. I was excited to know that they were thinking about producing a new book. Little did I realize, the power of long-term relationships, and how important these two ladies, Danielle Welsh and Kristie Salzer would be in both the life of their books, but in my life as well.

We took a short drive from the seminar to my office and they presented me with the challenge of coming up with something that hadn't been done before in the world of community cookbooks. The idea I shared with them was a simple one which I had presented unsuccessfully to another prospect: Create a series of smaller books each with its own theme, but with a consistent look and design.

Both Danielle and Kristy loved it and proceeded to "make it happen". They, along with other leadership within JL Tampa were the creators of The Junior League of Tampa Culinary Collection, a four volume set of cookbooks. The first three titles have collectively sold approximately 60,000 copies thus far with the fourth and final book coming out in September.

What started out as a rough idea has turned into over $300,000 in profits to better the community of Tampa, FL.

One lesson to be learned from watching this group in action is how important commitment is to a plan. I can assure you that obstacles presented themselves to this League over the last decade that could have caused others less committed to a plan to throw in the towel and say, "we've done enough." Little events like hurricanes ripping through the state--not once, but several times, is just one example. Or, how about Danielle finalizing the manuscript before sending it off for printing while going into labor? Yes, these ladies were committed.

In the next installment I will share with you some details on each book plus more information about how the League and the community have benefited from this pioneer effort of grit and determination.