The Power of an Endorsement

Most of us like to know what others think about a book rather than the actual author. Of course, the author likes the work but the third party endorsements by others can really drive sales. Recently, I was asked to write a guest blog post for a client, which I was glad to do. You can find that post here.

Do you have "guests" within your community who would enjoy writing a testimony about your book? If so, you will create a win/win situation-the guest will be flattered and your book will receive a third party endorsement.

Marketing 101 Action Step

Marketing anything in today's competitive marketplace is far different than in years past; and a cookbook is no different than any other product or service. Taking advantage of social media is tantamount as a significant aspect of one's marketing plan. One of the elements that make up a social media strategy is blogging.

In the most recent edition of Favorite Recipes Press e-newsletter, Table Talk, is a great article on how to get started as a blogger. If you are developing a new regional cookbook the time to start blogging is not after the book is released but rather as the book is developing. In fact, you will have more material than you know what to do with as you blog about the development process, the recipe testing, photo or image selection and non-recipe copy. No doubt there will be humorous stories to tell as well as more serious ones.

Even if you are marketing a book that has been in existence for some time you should still make use of developing followers via your blog. Take the first step and get started.  To help you I've included the article from Table Talk below.

BLOGGING…how to and when to…

Blogging started out as people simply journaling about their day-to-day experiences, thoughts, opinions, etc..etc…  It has evolved into the main online avenue through which “experts” in their fields are found, followed, and relied upon by the average person all the way up to the main editorial departments of major news publications, for information specific to their area of expertise.

Getting started with a blog is relatively simple – there are various systems you can use which have no costs involved. The most used is BLOGGER which is very user-friendly.  More importantly it is a part of the Google system and therefore has a built-in significant “find” within that search engine giant.

Building a blog template takes less than 30 minutes to put in place using their wizard. There are plenty of template styles, widgets and gadgets you can use to jazz up your overall blog look and layout.  It is up to you how much you want to customize your blog layout.

So, start simple and build on it.

First, as in all things Social Media, you have to determine WHO you want to connect with in regard to WHAT your interest or area of expertise is. Do some research at other blogs that you personally follow and see what people are talking about.

Try to blog once a day if you want to really be taken seriously in a professional or expertise environment. Some people only blog one or two times a week which is acceptable for a more relaxed personal style, but the blogger who only blogs when they have something significant to say about themselves won’t have much of a following.

Content Is King - a nice mix of original content, along with curated content with just a dash of promotional content will make for a more meaningful relationship with your community. Curated content is information you share form another “resource” you trust on any given subject. Add your own perspective to the curated content you are sharing, so you don’t just repeat the same information. Be sure to always give full credit on curated content.

Most people check their favorite blogs first thing in the morning and with a quick read through can determine an idea on what their own post for the day might be to pickup on any hot-topics-at-hand. That’s not to say you can’t put up posts that are entirely of your own original thought subject matter – just be sure it’s relative to the interest of your community followers. In fact, setting up scheduled posts that automatically roll out each day is a great way of daily posting when you have a very busy schedule on hand or go on vacation.

Be sure to comment on other blog postings – this will encourage them to do likewise on yours. When their followers see them post on another blog, this can cause them to check you out and potentially become regular followers of your blog too.

SHARE BUTTONS are a great way for people to quickly add your blog postings to their own social media areas. You can find information for the code needed to add share buttons to your template from any number of resources. When adding share buttons to your blog, it’s a good idea to add that line of code to the end of each post, not just on the blog home page. That way each post can easily be shared even if it’s not on the main home page where the most recent posting will sit. You want to make it as quick and easy as possible for people to pass along your postings…and don’t forget to post it to your own FACEBOOK and TWITTER accounts as well.

So, Blog Early and Blog Often on subjects which are near the heart of your community of followers for optimum results! 

What do you think? Can you envision the fun you can have with developing and writing a weekly or daily blog? I would love to follow your blogs so let me know when you get started. In addition, here are a few links to client links that you might enjoy reading.

Junior League of  Tampa
Junior League of  Tallahassee
Junior League of  Baton Rouge
Junior League of Charleston
Historical League
Meal Makeover Moms
Holly Clegg

Another Recommendation

This series of posts on favorite community cookbooks began with a feature on a brand new title. Today, I go in the opposite direction with a recommendation for a cookbook that is over 50 years old. You can be assured that a title with this longevity contains wonderful recipes and content. A "classic" earns the title as opposed to being simply touted as such. Gasparilla is a true classic.

From the first time I picked up a copy of  Gasparilla I was intrigued with it. I didn't know the history of the Gasparilla event at the time nor realized that the book was such an old title. Just think, this cookbook has thrived for longer than any current active Junior League of Tampa member has been alive. Why has it been so popular for so long?  How does a book stay in existence for 50 plus years? Read on for the answers.

The book is simple in format and size. While today's community cookbooks are illustrated with beautiful color photography this was not the trend in the early 1960's. It is illustrated with wonderful pen and ink drawings depicting such things as the University of Tampa's beautiful Plant Hall,  creating Cuban Sandwiches at Columbia Restaurant, and the Sponge Docks at Tarpon Springs.  Each chapter is charmingly written, with many wonderful anecdotes to illustrate a point about the culture of Tampa. Throughout the book the non-recipe copy is enjoyable and gives the reader a true sense of Tampa. As you read the book you can feel the love that went into its creation.

Amazingly, this book which has sold over 215,000 copies, debuted in 1961 and released a 50th Anniversary Edition in 2011, was only the fifth Junior League cookbook in the US. It's first printing of 7,800 copies sold out in just 3 months requiring a second order of 10,000 copies. The recipes, while not for the health conscious, are varied and tasty. For example, one of the most intriguing is the "Annie Laurie's Potato Salad for Greek Salad" on page 47. Yes, you read that right! The unusual title is what caught my attention. The dish is unique, simple and delicious.

While there are many other famous examples of great classic community cookbooks still around most are out of print. I highly recommend Gasparilla for its test of time and its well deserved reputation as "one of the best ever".

Blogging 101

From time to time, it is helpful to see good examples of  things you are trying to do. It helps you improve by learning from someone else. In my case, I find this particularly true in the area of social media. (They didn't have social media classes at college back in the day. Typewriters were still all the rage then.) Social media is a new medium when it comes to marketing and I am constantly looking for good examples to follow, and to share with our publishers.

A recent post on the Junior League of Tampa's blog  is worth pointing out. Written by Krista Dietrich, Cookbook Co-chairman, the post has a nice narrative and shares a delicious recipe from Capture the Coast, the League's newest cookbook. Check the post out here.

And please share any great examples of blogging that you know about. I would love to add to the "blog roll" that I follow.

A Salad Had Me Sold on the Book

Occasionally a single recipe can motivate me to purchase a cookbook. In the case of Capture the Coast, Volume 4 in the Culinary Collection by the Junior League of Tampa, it was the combination of a lunch coupled with a discussion about the anniversary promotion of the League's older title, The Gasparilla Cookbook, that had me sold.

After we completed our meeting regarding ideas for the 50th anniversary edition of The Gasparilla Cookbook, which was released in October of 2011, a small group of Junior League of Tampa members invited me to the Columbia Restaurant for lunch. I had always wanted to try the  Columbia Restaurant because of its reputation but just never had the opportunity. The restaurant is a testament to why you should always go "where the locals eat". The  Columbia Restaurant features a dish entitled the "1905 Salad". When the ladies mentioned that this salad was featured in Capture The Coast, I decided to try it.

We now prepare and eat this salad 3-4 times a month at home. It is truly a special signature dish and yet readily available in this classic community cookbook. One of the reasons that community cookbooks have been so successful through the years is that they truly involve the entire community including local chefs and restaurants.

If you want to give yourself a treat try the "1905 Salad" (recipe can be found here on the Junior League of Tampa's blog) and then buy a copy of Capture the Coast to find out what other great surprises are included--you won't be disappointed.

SPECIAL EVENTS--GREAT EXAMPLE

I was in Tampa last week and attended a special event hosted by the Junior League of Tampa at a local eatery and gourmet food store called Datz. It was an experience that captured my imagination and is a testimonial to the power of a special event centered around a regional cookbook.

The League is heavily promoting the 50th Anniversary of Gasparilla---one of the oldest continually published League cookbooks in the US. The special anniversary edition contains a special "anniversary" cover as well as original end sheet design and a unique "history" section in the back of the book with archived materials from the books creation.

One of the League promotions was a cooking demonstration and lunch conducted at Datz by one of their chefs.  The event is one week long and consists of a seating each day and each evening for up to 12 people with the recipes for the menu coming from Gasparilla. For the luncheon I attended, and  for each seating, a League member hosts as "Guest Chef", assisting the Datz chef.  During the week there is also a larger event for all League members and the public centered around the food with plenty of opportunities to purchase copies of the book.

The luncheon I attended was casual, allowed time for questions to the chef and was chock full of chef's tips for each recipe.  We had a a menu composed of:

• Herb Dip (page 12) and chips
• Louis Pappas Greek Salad (page 46)
• Ann Lauries Potato Salad for Greek Salad (page 47)
• Cuban Sandwich (page 305)

This event was a ton of fun, showcased the cookbook, promoted Datz and its support of the League. All of the proceeds go to the League and its a win/win for all.

I would love to know of a special event you have been involved in with your cookbook?

Leadership by Example

In my previous blog post I gave a "shout out" to Denise Schultz, cookbook co-chair with Aspen Kohl at the Junior League of Tampa. I mention this League often because of their strong commitment to publishing through their six cookbook titles. Amazingly some of the very best leaders I have encountered through the years have come from this League. Obviously, the League itself has seen the same leadership qualities in the cookbook committee chairs, as many of these women have gone on to serve on either the Board or as President of the League.

Denise sent me a story and some photos of an event she recently hosted.  I found it inspiring, humourous and fun. I hope you will enjoy it as much as I did. This story serves as a perfect example of leadership and supports the theory the that it is impossible to lead if you aren't passionate about what you are doing.

Thanks Denise for taking the time to share--no doubt others will be inspired as well.

Sunday, July 24, 2011 – Mission Accomplished

If you know me it’s no secret the main appliance I use in my kitchen is my microwave to reheat food that I got from eating out the night before. In fact, I lived in my house for over a month without a stove or oven – not kidding. I realize this is not a good thing.

I sat down and started to reflect on my positions in the Junior League of Tampa (JLT). I noticed that The League is determined to have me in the kitchen. Last year I was the Kids in the Kitchen Chair and this year I’m one of the Cookbook Co-Chairs. I thought about it more and both of these positions have been MY FIRST CHOICES; therefore, it’s not The League that wants me in the kitchen I obviously subconsciously want to be there. Don’t get me wrong, it’s not like I’ve never hosted a dinner or lunch, etc. but I realized I have been fortunate enough to always date men who love to cook. I just figured I would be on permanent dish duty forever. I’m now single and realize that I need to work on my MRS skills and start to take charge and ownership of this quest I obviously want to go on.

I decided to give myself my first mission: host a brunch. I had to decide my first victims, I mean guests, carefully. I needed to choose people that would be honest with me, ones I could potentially cook dishes that were complete flops for but would also challenge my ability. After much thought I choose my good friend Sarah Herbling, who spent a month with me in Brazil (after that trip you either love the people you are with or hate them), Michelle Bremer (one of my dearest friends for the past fourteen years and after-college roommate) and I was very daring with my last invite. I thought about inviting her to another mission, once I had some practice but then I reconsidered and thought why not bring in the big guns in the beginning? I’ll really find out if I’m on the right track or not by having her taste my food and she’ll be honest, so I made the call: Mrs. Aspen Kahl. In my opinion Aspen Kahl is the host of all hosts. Every party she has is pristine, detailed oriented and picture perfect – literally. It’s one guest list everyone wants to be on. Besides being fortunate enough to be a guest at her events a number of times through out the years, she is my other half on the Cookbook Committee, the other Cookbook Co-Chair and very good friend. She has been warning me that at the first Cookbook Committee meeting I would have to say my favorite dish that I’ve cooked from the cookbooks… I think she keeps warning me knowing FULL WELL I have cooked NOTHING from them. From a leadership perspective, how can I help lead more than 40 women to sell something that I have no knowledge of? I have to get to know the product, period. The guests confirmed and I have to say with this line up I was nervous but it was all so much fun and exciting at the same time! The date was locked in on the calendar.

I woke up the Saturday morning before the big event and pulled out all of The JLT cookbooks. I poured over them for hours trying to determine the best brunch menu I could come up with. I choose the following:

• Champagne Lime Cooler (Capture the Coast, pg. 31)
• Brie with Herbs in a Baguette (EveryDay Feasts, pg. 27)
• Asparagus Pecan Stack (The Life of the Party, pg. 64)
• Strawberry Spinach Salad (Savor the Seasons, pg. 39)
• Mushroom Frittata (Savor the Seasons, pg. 95)
• Fresh Orange Sherbet (Capture the Coast, pg. 118)

I have to be honest, when I choose the Fresh Orange Sherbet I truly had no idea how I was going to make it but I thought I would put it on the list and go from there. I entered my kitchen and started looking at my sparse kitchen counter space and thought I really need to purchase a rolling island. There was no way I could cook everything I needed to at my house so I headed over to a kitchen that I could borrow, my parent's.

I got there, made my grocery list and realized I was now going to spend hours in the grocery store given I had no idea where the items were kept and I wasn’t familiar with the store at all. Luckily my mother offered to go with me to the store.

Once everything was bought I headed home and started on my quest. The rules were no short cutting anything and my mother could observe and add comments but not do anything. She said fine, sat at the kitchen table and enjoyed her glass of sauvignon blanc watching me work away, must have been nice.

I reviewed all of the recipes and realized that by complete chance everything I choose could be prepared at least the day/night before. This was great news especially given I did not want to worry about having to cook everything in the morning! I looked at the prep time of all the dishes and decided to start with the sherbet. Once I told my mother how I wanted to create this tasty dessert but I had no idea how to pull it off, she said, “I’ll call Connie – if anyone has an ice cream maker it would be her.” Ah, Mrs. Galbraith. Mrs. Galbraith is the cook of all cooks on the street I grew up on, San Mateo – another Aspen in regards to cooking. Of course she would have one!

I made the mix and started to grate the orange peel. Let’s just say the grater won. My whole thumb was bleeding (the peels were spared) and I thought great, I have to take a time out to mend a cooking wound on my first dish. This could be a long day. While the sherbet was mixing I began the brie with herbs in a baguette. Once I figured out how the recipe was telling me how to cut the bread (remember I am only a beginner) it was a pretty easy dish to make. My favorite part was making sure the bread was smashed like a Cuban sandwich.

From there I just kept going. It seemed to take some time but luckily I was drinking wine. I have a new appreciation for items that help you prepare the food. For example, I used my mom’s chopper so I immediately went out and bought one. Using only knifes would have drove me crazy. I was so exhausted by the time I completed everything I stayed the night at my parent’s house and went to bed.
I woke up early the next morning to head home, clean my place, bake the frittata and get the last details completed. The guests arrived and they were all pleasantly surprised. They enjoyed everything that was made and I have to say it felt good to be able to say how the food was prepared. I felt like I now know the jargon of a secret club I wasn’t in before. They left that afternoon stating that I had earned my ‘M.’


Mission accomplished until next month. I’ve decided to invite the close guy friends of mine to dinner. I figure if I really want to work on my MRS skills I have to let the guys let me know if I’m heading in the right direction or not. Until then happy cooking!

If you are marketing a cookbook, what about the job are you passionate about?

ACTION GETS RESULTS

During our FRP Cookbook University seminar in April, one of our publishers that sent representatives was the Junior Legue of Tampa.  Denise Schultz and Aspen Kahl were there as the new committee co-chairs.

This week I received an e-mail from Denise and I inquired about their sales efforts. Here's what she had to say:

"Sales are going! We had a brunch for all of the previous cookbook chairs to get first dibs on the new book (50th Anniversary Edition of Gasparilla) and we sold 104. We did a cookbook sale to the committee and sold a ton of books. I'm not sure what the final number of it is.

Our Marketing Committee just brought on two new wholesale accounts this past weekend and they are getting together this Thursday night to create goodie bags for a sales push for the month of September. The women in charge are on top of it and have created a strategic plan, a tracking sales spreadsheet and a detailed listing of vendors."

In my mind this is a testimonial to what enthusiasm and commitment mean to a marketing effort such as a cookbook. I shared a quote last week from Sue Gruber in Louisiana on their success--again it was fueled by passion and commitment.

Don't let the hype of the world get to you.  Cookbooks are as popular as ever--we're still eating 3 times a day and we crave new and exciting ways to fix the same foods. A successful cookbook campaign (even like the one in Tampa which has been going on for 50 consecutive years) is about enthusiasm, passion and effort. 

Thanks Denise and Sue for sharing your good success and please tell your other committed volunteers thanks for reminding us what success is made up of.

Action Gets Results

One of the biggest challenges for non-profit organizations is the summer down time for volunteers. FRP holds its annual cookbook training, Cookbook University each spring because that is when new volunteer chairs take over. Unfortunately, they then go home to “on vacation” committee members.

In spite of that, the better and more committed Cookbook Chairs take the time to make sure various actions are ongoing during this time and are actively laying plans for the fall when the volunteer starts back up.

Here are a few examples:

The Junior League of Tampa—Denise Schultz and Aspen Kohl are brand new cookbook chairs from a League who has a 50 year history of successful cookbook sales efforts. They have two new ideas to implement—one for now and another new effort when the League year kicks off.

• Hosting a brunch for past Cookbook Chairs to promote the books, especially since the highest percentage of people who buy books are baby boomers (Sustainers) and they want them as our advocates. They also plan to do a quick brainstorm session titled, “what worked while they were chairs and what didn't”.
• The Iron Leaguer competition before every meeting to create buzz around the cookbook table. Have a competition prior to the General Membership Meetings between two League members using the same ingredients they but can choose any recipe out of one of the Junior League of Tampa books. The members vote on which one is better and who wins. The point is to get people out to the cookbook table to buy books! They plan on announcing the competitors on their Cookbook Facebook page with a picture of each person and stats, etc. like boxers. Make it fun!

The Junior League of Tallahassee—Sarah Collins and Emily Howard are also brand new chairs and their book is going into its second year. They share the following:

• Emily and I are so excited to announce our first task as the incoming Cookbook Chairs is the launch of our blog! We will be taking the League year to cook our way through A Thyme to Celebrate! We are working hard on promotions for the blog and are already receiving a great response!”

The Junior League of Pensacola—Mandi Edwards is a Past President of this League but decided to take this placement rather than go sustainer. That is real dedication. Although the League is small they have a steady cookbook business with two titles (Some Like it South and By Invitation Only). Mandi has done some good planning and is ready to start the year with some strong goals.

• Quarterly press releases to Pensacola and surrounding area media outlets
• Add 10 more retail stores to our list
• Combine swaps from FL Leagues into a 3-4 book package at a discount
• Work with Wines for Humanity to hold 3 combined (cookbook and wine tasting) events this year
• Create a media kit for both books

While each of these groups is a Junior League the same principles apply to any self-publishing group. Using a cookbook as a fund raiser means you are setting up a business which requires a business plan, marketing strategy and product movement to generate profits. What are you doing to create a demand for your book?

It's True--One Great Recipe is Worth the Price of a Book

What a treat I had last week. I was in Tampa for a meeting with the Junior League of Tampa cookbook committee members and we were working on some promotional ideas for their upcoming 50th Anniversary of Gasparilla. Prior to the trip I suggested that since our meeting was starting at 11:00 a.m. we end with lunch. Lisl Unterholzner, who is my primary contact, suggested several spots we could go for lunch, but when she mentioned the Columbia Restaurant I said, "that's the one". As many times as I have been to Tampa I had never had occasion to visit the original Columbia Restaurant.

Four of us drove over and immediately began discussing the menu and the fact that the Columbia Restaurant had generously contributed several recipes to the League's latest cookbook, Capture the Coast. One of the contributed recipes was the "1905 Salad" which they prepare table side in a wooden bowl. WOW! It was terrific. On my way back to the hotel I decided to try it at home over the weekend.

Robin was making the grocery list on Sunday and we made sure to pick up a few of the ingredients we didn't have. I made the salad using similar techniques as I do with a Caesar--hand crushing the garlic and whisking by hand to emulsify the dressing. It turned out as good or better than the salad I had in Tampa.

As we were cleaning up the kitchen the thought passed through my mind that any price I had paid for Capture the Coast was worth it because this recipe will now be made many times a year and will become a tradition in our home. On top of this, we have now selected several other recipes from this book to try and the value proposition grows as we use this book more and more.

If you have a community cookbook don't underestimate the value of getting someone to try a signature dish that you know they will use over and over, as well as motivate them to try other recipes from your book.

Junior League of Tampa Culinary Collection

Because Robin and I enjoy trying recipes from this series of books I am loving their blog--giving me inside scoop on the recipes. I think we will try this taco salad tomorrow night.

http://jltcookbooks.wordpress.com/2010/07/27/tot-taco-salad/

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.

Friendships and Cookbooks

As The Life of The Party was blossoming, so did my friendship with Danielle and Kristie. Interestingly, my youngest daughter, Emily, chose to attend The University of Tampa; since she was only 17 throughout her first year, I recruited Danielle and Kristie to be surrogate “Aunts” during her college career. Moreover, there was at least one occasion where I had to call on Aunt Danielle to accompany Emily to a doctor visit. Along the way, Emily even helped her Aunts out by babysitting occasionally.

While this story is about the League and its community, the point I am making is that these community cookbooks are responsible for so many relationships, partnerships, and good. For example, through these books the League recruits retail storeowners to support their fund raising efforts by carrying the books. These books serve as a billboard for the Junior League in their support of improving the lives of children in the foster care system, providing educational programs that promote literacy, and offer cultural enrichment and increasing access to basic needs services for disadvantaged children. Through the Junior League of Tampa Culinary Collection over $300,000 have been invested back into the community.

The theme of The Life of the Party is entertaining. It is unique in that it allows the host to be an integral part of the social affair, rather than spending all of their time in the kitchen. The book contains 100 party recipes as well as party menus, color photographs, and tips for party planning. Kristie Salzar was instrumental in the entire series in the food styling for the food photography. Plus, she has submitted many “yummy” recipes to the collection. The League recently honored Kristie for her work over on The Culinary Collection.

While each committee had different challenges, the cookbook committee had some BIG assignments to tackle. Since we were publishing a series, the decisions on this first title affected all others down the line. For example, a mast for the title was created that would have to work well imposed over future cover shots. A design and format was chosen that would be utilized for the other books, and yet needed some elements that would be unique to each. I am so proud of the effort and teamwork that this first committee exhibited to create a legacy for the Junior League of Tampa.

The next post will focus on Everyday Feasts as well as developing the potential of women and training of volunteers through the cookbook efforts.

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.