Click below to see the full list of 2012 Trends!

(San Francisco, CA—October 14, 2010) Andrew Freeman & Co. (AF&Co.), a leading hospitality and restaurant consulting firm, is releasing their 2011 Trends Watch List. Tapping into the pulse of top restaurants and hotels, this comprehensive list predicts some of the top trends to influence the hospitality industry in the coming year. Agency president, Andrew Freeman, will be conducting a live webinar presenting and elaborating on the trends on October 20 at 3pm PST and October 21 at 11am PST or 2pm EST.

An industry veteran, prior to opening AF&Co. five years ago, Andrew worked at legendary New York venues including Windows on the World, the Russian Tea Room and the Rainbow Room. Eventually Andrew left New York for San Francisco to become the Vice President of Public Relations and Strategic Partnerships for Kimpton Hotels and Restaurants. He spent ten years with Kimpton, launching over 40 hotels and restaurants as well as the global brand. While there Andrew was responsible for strategic development and execution of all public and media relations activities. Andrew is currently the head of a dynamic hospitality agency offering full service marketing, public relations and consulting for hotels and restaurants.

AF&Co.’s annual Trends List, now in its fourth year, has quickly become an industry standard in anticipating market demands and consumer feedback. Compiled from extensive industry research, the list is intended as a guide to help operators plan for the coming year. “The past few years have been challenging for hotels and restaurants, we’ve put a lot of time and effort into analyzing current trends in the industry and evaluating how businesses can capitalize on them,” Freeman explains. “It isn’t enough to just blindly follow the trends, we have included specific marketing techniques to help hotels and restaurants succeed.”

MEDIA CONTACT:
Marla McLaughlin
415.781.7766
marla@afandco.com

Below are our predictions as well as media hits that have resulted from our trends. We’ll see you in 2012 to see which predictions come true!

The trend list was presented as a webinar for clients, industry and media. To be invited to future webinars, join our mailing list. (link.)

The Results:

Publicist Andrew Freeman Eats Fries with His Tartare
September 2010 | San Francisco Grubstreet

Pies Top 2011 Restaurant Trend List
October 2010 | Nation’s Restaurant News Online

Go ahead…Write on your hotel room walls!
October 2020 | USA Today

Andrew Freeman & Co. reveals 2011 hospitality trends
October 2010 | HotelWorld Network (Network includes Hotel & Motel Management, Hotel Design, and Hotel World)

What to expect on menus and shelves in 2011
October 2010 | The Independent – London

Next Year’s Top Trends
December 2010 | Smart Meetings

SF Chefs: The Future of Food Media, Hog in the Fog, Delfina vs. Spruce
August 2010 | Bay Area Bites

The Trends

With over fifty successful hotel and restaurant launches, hundreds of influential PR and marketing campaigns nationwide, and one big Food & Wine Festival under its belt, Andrew Freeman & Co. has its finger on the hospitality industry pulse. With our accumulated observations over the last year, it is with great pride that we present our 2011 Trend List:

EAT: Restaurant

The Pie’s the Limit – Move over cupcake, make way for pie, as pies in all sizes move from the State Fair to seriously craveable fare. Decadence is endless with everything from, savory, sweet, individual deep-fried pies, bite-sized minis and even pies blended into shakes.

Examples: Pie Happy Hour at Hill Country Chicken (New York, NY); the Crispy Creamy Chewy Chunky Dessert of the Month Club at Buttercup Grill & Bar highlights their signature pies (multiple locations, CA) – photo courtesy of Hill Country Chicken

New Mom & Pop Shop – Realizing the time is now, and if you’re going to do it, you might as well do it your way; partners united in passion are opening self-financed and self- built restaurants. These are small places with less than forty seats, designed by friends or family, where the owners’ hands touch every ingredient and every part of the restaurant. Driven purely by their vision, they offer no compromises and present unique experiences you won’t likely find elsewhere.

Examples: Hand-poured concrete tables and steaming homemade potato rolls along side Caesar Salad Soup at eVe (Berkeley, CA); Garden Grown Herb Salad Topped with Homemade Curds and Whey with Eucalyptus Oil at Sons & Daughters (San Francisco, CA)

You’re the One – Single purpose restaurants are serving variations on one thing. Don’t be surprised to see the Peanut Butter Palace, French Dippity Dog or even The Big Biscuit, serving biscuit sandwiches and benedicts, opening soon.

Examples: Grilled Cheese Sandwiches at American Grilled Cheese Kitchen (San Francisco, CA); Sliders at SliderBarCafe (Palo Alto, CA)

Shrink Wrapped – Traditional meals are going way of the fun size snack pack. Smaller portions are perfect for smaller wallets and eating on the run. Look closely for mini–pizzettas and bagels, two-bite hotdogs, miniature tacos or burritos, cake truffles bound with frosting, even pot roasts and pot pies all done in less than ½ size. Small is big.

Examples: Mini Tenderloin Sandwiches at The Capital Grille (Palm Beach, FL); Miniature Strawberry Crepe with Cream Cheese at Level III – JW Marriott San Francisco Union Square (San Francisco, CA)

Marketing 101 Night & Day – Restaurants and high-end quick service food providers join with farmers, artisans and specialty purveyors reinventing the food hall. Restaurants are also expanding by opening quick-service windows – opening a “window” of opportunities. Come one, come mall.

Examples: Marketplace at Eataly (Turin, Italy and New York, NY); Italian Ice and Italian Subs at Freddie’s Pizza and Pasta Parlor (Chicago, IL)

Desert Menu – Restaurants abandon descriptive menu jargon (like cooking method, sides or adjectives) instead highlighting only the key ingredients. You don’t know exactly what you’re going to get, but trust us, it’ll be good.

Examples: Plate Shop (Sausalito, CA); Eleven Madison Park (New York, NY)

Talk Dirty to Me – In search of simplicity and pure flavors, chefs are abandoning sauce. Instead find powders, crumbles, dusts, and dirts crafted from cookie crumbs, dried mushroom powder, dehydrated beets, and anything else that can be dried, ground or crumbled to add intriguing texture.

Examples: Radishes in Edible “Dirt” (toasted malt) at Noma (Copenhagen); Le Jardin d’Hiver and its Soil at Atelier Crenn (San Francisco, CA)

Fire it Up! – Extending way beyond wood-fired pizza, restaurants all over are roasting vegetables directly in embers and slow-roasting whole animals or large cuts of meats over wood-burning fire.

Examples: Tokyo Turnips Roasted in Embers, Shaved Raw and Bonito Poached at Saison (San Francisco, CA); Wood Roasted Whole Chicken at E&O Trading Co. (San Francisco, CA); Oak Roasted Whole Young Pig at Poggio (Sausalito, CA)

Haute Dogs – Hot dogs are the new burger as chefs re-imagine them with boutique-style sausages and gourmet toppings. Hot dogs will escape from specialty stands and venture into restaurants as chefs dress them up for service. This wiener is a winner.

Examples: Canard Saucisson with Duck Sausage, a Layer of Pate and Red Wine Mustard at Brats dogs & wieners (New York, NY); Organic House Merguez with Lamb and Pork, Fig Chutney, House Mustard and Arugula at Show Dogs (San Francisco, CA)

Ahhhhhhh Veg Out! – Even meat-minded chefs are vegging out as flexitarian goes mainstream. Meatless Mondays and vegetable based tasting menus are gaining traction as guests realize it’s not all about the meat on the plate. There’s nothing to beef about.

Examples: Monday vegetarian and vegetable centric tasting menus at Dovetail (New York, NY); Daily vegetarian Menu at Zaré at Flytrap (San Francisco, CA)

It’s Fry Time to Eat Your Veggies – It’s the revenge of the dreaded vegetable as we discover those yucky vegetables everyone loves to hate taste really good – fried. New favorites include Fried Cauliflower, Brussels Sprouts Chips and Kale Chips. Forget the potato chip – try it with turnip instead. Bet you can’t eat just one.

Example: Fried Cauliflower Sandwich at Rainbow Falafel and Shwarma (New York, NY)

Chefs are Going Soft – Soft serve plays hard ball as chefs and restaurants dress it up in designer duds. We’ll see savory soft serve, soft frozen fruit, high-end interpretations and cocktail driven creations.

Examples: Coconut Water Soft Serve with Brownie Bites at Belly Shack (Chicago, IL); Crunchy Salty Sundae Made with Banana Fruizo, Bananas, Pretzels, Peanut Butter and Chocolate Chips at Simply Peeled (New York, NY)

Press Junk-it – Munchies are moving to the forefront as chefs reinvent junk food in gourmet ways. We’re waiting to see what talented chefs come up with as they reinterpret Cheetos, Bugles, jerky, Slurpees and Fun Dip. We’re all junkies for junk food.

Examples: Cereal Milk Ice Cream at Momofuku Milk Bar (New York, NY); Truck Stop Charcuterie Platter including House-made Turkey Jerky at Hub 51 (Chicago, IL)

Pop Goes the World – And the chefs follow suit with spiked, salty, sweet and savory popsicles in exotic and alcoholic flavors. Pop Rocks!

Examples: Sugar Snap Pea with Orange at Sol Pops (Portland, OR); Sangria Ice Pop at Orozo (Boston, MA)

Cultural Integration – Yogurt moves from snack to staple as it takes leading roles in sauces, dips, spreads and desserts. Expect to see it in new form including: sundried, freeze-dried, smoked and pressed as well as cultural variations like skyr (from Iceland) and Lebanese labne. It does a body good.

Examples: Knisa Lamb Chops with Smoked Yogurt at Zaytinya (Washington, DC)

Swede Inspiration – Thanks to Noma and Nordic innovation, northern ingredients and culinary trends are headed south. Call it the Scandinavian Invasion.

Examples: Grilled Rabbit Terrine with Skyr at Uchi and Uchiko Restaurant (Austin, TX); Maine Skate Wing with Gooseberries, Butter Beans, Salsa Verde, Fresh Black Eyed Peas at étoile at Domaine Chandon (Yountville, CA)

Our Daily Bread – Chefs are reexamining the bread basket and serving special house-made breads with intention and attention – including special plateware and butter service. It’s certainly not “plain white bread.”

Example: Fresh baked Popovers at Wayfare Tavern (San Francisco, CA); Sweet Potato Bread at Baker & Banker (San Francisco, CA)

Going Belly Up – Goat & lamb belly gain on the ever-popular pork as prices rise and chefs and guests look for the next favorite ingredient. There’s no such thing as a belly flop.

Examples: Lamb Belly Watercress BLT at The Lonesome Dove (Fort Worth, TX); Goat Belly Confit at Girl and the Goat (Chicago, IL)

GOOD EATS: Hot Ingredients in 2011
Say PIMENTO CHEESE! – Its smooth, spreadable and spicy and it has nostalgia–we’re bringing it back (Pimento Cheeseburger photo courtesy of Brick & Bottle, Corte Madera, CA)

In the NECK of Time – Lamb, beef, goat or pork neck

Show Me the WHEY– Chefs are cooking with whey in salads, sauces and as a cooking medium

Je Ne Sais KUMQUAT– Kumquats appear in salads, relishes and desserts

Thank You For SMOKING– Smoked olive oil, smoked butter, and smoked cumin finishing dishes

HAY There Pard’ner – Hay is for roasting, smoking and even braising

Pop Star – Sweet or spicy flavored POPCORN pops up on dessert menus, bar tops, scattered across ceviche or as a crispy crust on meats or fish

HUMMUS Among Us – As a sauce, spread or ingredient

PRETZEL Logic – Homemade pretzel sticks with sauce, pretzel wrapped sausages, pretzel buns and chocolate tarts with a pretzel crust

Who You Callin’ HONEY? – Partnerships with beekeepers provide signature honey to be featured in sauces and dressings

EAT: And Drink
Omakase Cocktail – You pick your poison, but let the bartender mix the drink. Super talented bartenders now custom-create a drink based on your flavor or liquor preferences. You’ll never know what hit you.

Examples: Copa d’Oro (Santa Monica, CA); Fifth Floor (San Francisco, CA) -

Shrub Your Enthusiasm – What was old is new again as do-it-yourself bartenders bring back the old-fashioned house-made fruit flavored vinegar syrups known as shrubs and add them to cocktails.

Examples: Champagne Shrub at The City Tavern (Philadelphia, PA)

Everything is Better with Bacon – In a process called fatwashing, ambitious bartenders and mixologists are infusing liquors with fats and savory flavors. Bacon-infused bourbon, brown butter rum and chorizo-infused tequila… Now we drink the fat, not just chew it.

Example: Jamesey’s Breakfast Cocktail with Bacon-Infused Scotch with Maple, Lemon and Grand Marnier at Proof (Washington, DC)

“De” Still my Heart – Micro-distilleries are the movement of the moment when it comes to artisan spirits proving that the more things change, the stills are not the same. Small-batch distilleries are making it big as bars and restaurants keep it local when they select their whisky, gin, vodka, bourbon and rye. Call it the all new microbrew.

Examples: House Spirits Distillery (Portland, OR); Leopold Bros (Ann Arbor, MI)

Cherie, Sherry – Sherries and port make a comeback as they take a leading role along with other low-alcohol fortified wines in cocktails. Bartenders love their sipping potential, enhanced food friendliness and aromatic properties. Guests like being able to order more than one drink.

Examples: Smoke Signals Cocktail with Tennessee Whiskey, Manzanilla Sherry, Pecan Syrup, Lemon Juice, Bitters, and Smoked Ice at Laurelhurst Market (Portland, OR)

Get Off the Bottle – As alternative packaging takes off in the wine industry, expect to see more and more restaurants offering wine not by the bottle, but poured from kegs, barrels, taps and even canteens.

Examples: Natural Process Alliance delivers and refills wine in canteens at multiple Bay Area restaurants

Getting a “Head” on the Game – Private label and house custom-blended wines are common enough – now chefs are doing customized signature brews.

Examples: Lüke Fru at Lüke (New Orleans, LA) Picán IPA at Picán (Oakland, CA)

Root for Beer Floats – Something’s brewing in the sweets kitchen as restaurants introduce beer based desserts.

Examples: Cherry Kriek Beer Ice Cream at Café Boulud (New York, NY); Tecate Cake at Kiss My Bundt Bakery (Los Angeles, CA)

Un-Tapped Potential – Non-alcoholic drinks offer new ways to boost beverage business with homemade root beers, fresh seasonal lemonades in never tried before flavors and studied mocktails; shaken not stirred.

Examples: Saltwater Taffy Lemonade at David Burke restaurants (New York, NY); Ginger Lime Soda from Pranna Restaurant | Bar | Lounge (New York, NY)

GOOD DRINKS: Top Drinks in 2011
SOURS Patch Kids – And not just the Pisco variety, but rum and tequila too – photo courtesy of FIVE (Berkeley, CA)

A Lighter Shade of Whiskey – WHITE WHISKEY or “white dog” are being used in cocktails for their lighter flavors

We All Scream for EGG CREAMS – It’s the revival of the old classic, a chocolate soda, no cream and no egg

We Hear a RUM-bling Going On – Tiki drinks, rum punch, and riffs on the ever-popular mojito not to mention growing appreciation for aged rums

SANGRIA, I Just Met a Girl Named Sangria – House-made sangrias

Going Coco for COCONUT WATER – Appearing in cocktails and blended juices

Super-Cali-MEZCAL-icious – There is growing appreciation for fine mezcals taken neat

Some Like it Cold – COLD PRESS COFFEE that is

Tom & Harry Make a Comeback – Tom Collins, Harvey Wallbangers and other RETRO MAD-MEN ERA COCKTAILS make a comeback

STAY: Hotels
Mood Lighting – Digital art in guest rooms and public spaces can be customized endlessly to provide an actively changing source of interest. It can be swapped out seasonally and it can be altered to match the mood any time of day or night. It can also be customized for special onsite events. Catch guests fancy again and again and again…

Examples: Kimpton’s EPIC Hotel (Miami, FL); The Stanford Court Hotel (San Francisco, CA)

When We Say Relax, We Mean It – Hotels are shedding the layers and going casual. It’s only a matter of time before hosts and concierges ditch the full fledged uniforms and adopt a corporate casual dress code. Expect to see people behind the front desk in jeans and unique branded shirts or blazers, and less formal and friendlier service style.

Examples: Axel Hotels (multiple locations worldwide)

Heavy Petting – Dogs are the new kids. Offer dog walking services, provide pet food and a menu of doggie in-room amenities including water bowls, beds, food dishes and toys. Put a sign in the lobby that introduces the daily pets in residence. Guests with pets are lapping it up.

Examples: Hotel Palomar (nationwide)

The 2011 Collection – Hotels are partnering with fashion designers for the hippest new hotels, creating a truly unique experience. Expect bedrooms and public spaces to be dressed like never before.

Examples: Betsey Johnson’s Eloise Suite at The Plaza Hotel (New York, NY); Maison Moschino (Milan, Italy)

DYO Design – Chalkboard walls, white boards and removable paint give guests artistic outlets and creative license to really personalize the experience. Not to mention something to talk about.

Examples: Jupiter Hotel (Portland, OR); white boards and markers at Hotel Keen (Palo Alto, CA)

So Long Slim Gyms – Always the afterthought, workout centers will take center stage with spa partners and fitness gurus chiming in on design, equipment and class schedules.

Examples: Scheduled local hikes at The Lodge at Sonoma (Sonoma, CA) in conjunction with Raindance Spa (Sonoma, CA)

Green or Envy – If you don’t go green, you’ll be envious. Many corporations and companies now require that hotels and convention centers offer Green Meetings. In-room amenities should not only be ecologically friendly and based on organic ingredients but they should come in recyclable, biodegradable packaging. If you don’t make the grade, you don’t make the green.

Examples: Starwood Hotels (nationwide); Hotel Monaco’s Earth Care program (San Francisco, CA)

Edible Arrangements – The 100 mile diet is now moving to hotels and spas as they embrace the same philosophy. They are pulling ingredients from the kitchen to create beauty and health treatments and offering farmers markets tours and cooking classes.

Examples: Chef Banks White’s Berkeley Farmers Market Tours at Hotel Shattuck Plaza (Berkeley, CA); The Grape Escape spa treatment at Raindance Spa (Sonoma, CA)

For Eatsakes! – Bring home a taste of your trip as hotels provide a small taste of the experience by selling customized and special locally produced edible souvenirs. Some hotels are even creating an entire marketing hall experience (see Marketing 101 Day or Night).

Examples: Adour Macarons at St. Regis New York (New York, NY); Jeffrey Chodorow’s Food Parc at the Eventi hotel (New York, NY); The Plaza Food Hall at The Plaza (New York, NY)

Club Bed – Hotels sport dual identities as they offer multi-use spaces that function as dance clubs and music venues. Jet-setting guests are drawn to the scene while locals provide a steady stream of traffic even during the low season.

Examples: Tao at Venetian (Las Vegas, NV); Infusion Lounge at Hotel Fusion (San Francisco, CA)

Bust a Movie – Some hotels include movie theaters for private screening events or even movie nights for guests and locals. Guests like the perks, but owners like the profits that come from an alternative revenue source.

Examples: Crosby Street Hotel (New York, NY); The Pearl Hotel (San Diego, CA)

Book a Room – Creative sales and marketing teams have read between the lines and started brokering exclusive book deals which can lead to onsite book launch parties (and the marketing/pr potential that comes with them) and signature in-room reading. Hotels can hold book signings in the lobby, install a lending library, rent kindles and preload kindles with the reading of choice for any guest.

Examples: Rosewood resorts partnered with Random House, HarperCollins and other publishers to offer books not yet available in bookstores

Duvet-Vous Couchez Avec Moi (Duvet-Sleep with Me) – Hotels across Europe have been outfitting beds with featherweight slip covered comforters in lieu of full sheets. It cuts down on laundering and is faster to make while providing a clean and modern aesthetic. Expect to see them more frequently in the US.

Examples: Art Hotel Koln (Cologne, Ger.); Hotel Alstadt (Vienna, Aus.)

Table Tends – Bartenders at hotel bars and restaurants move tableside (and offer room service) in the ever-growing appetite to watch the show. We’ve moved from the tableside flambé to DIY drinks and in-room bar service.

Examples: tableside Bloody Marys at Aurea at The Stanford Court Hotel (San Francisco, CA); Room Service Bar Cart from Bar Pleiades at The Surry Hotel (New York, NY)

Credit App – As hotels embrace and adopt modern technology, guests will be able to check in and check out with the swipe of a phone. Call for room service – and have it billed to your phone – your iphone. Hotels will work with services similar to Paypal and Bling Nation to provide direct billing to mobile devices. You’ll be able to swipe your phone to enter your room too.

Flight Attendance – Hotels offer guests a smooth landing by providing remote check-in at the airport upon arrival.

Examples: The Peninsula (Beverly Hills, CA); AnaYela (Marrakesh, Morocco)

Smaller Is Better – Hotels are giving more love to groups of all sizes, especially the smaller ones. From intimate weddings to small business retreats, guests will see more ease in booking and complimentary incentives come their way as hoteliers are continuing to look for ways to fill their rooms and meeting spaces throughout the year.

Examples: Kimpton Hotels & Resorts’ Small Groups Made Simple program; River Terrace Inn’s More, More and More Meetings Package (Napa, CA)

LOVE: Marketing
Love the One You’re With – Keep in contact with fans to keep them coming in for more. Embrace all the tools available including direct mail, email, social media channels, as well as grass roots marketing and traditional PR efforts. Find your personality and express it. Highlight key personalities and build the personal connection.

Examples: SVEDKA Vodka – “R. U. Bot or Not” campaign on social networking sites; Ritz-Carlton Hotels tweets last minute deals

Face Time – Make a guest’s experience unique by offering truly distinctive service and building a relationship. Adopt innovative training techniques to differentiate service styles and ensure happy, returning guests. Improv classes give staff insight in how to react best, life coaching for staff members makes for happy staff – ensuring happier guests.

Examples: Andaz 5th Avenue (New York, NY); Elysian Hotel (Chicago, IL)

You’ve Got Mail – We’re set to see snail mail return, as we’re all overwhelmed with email, strategic selective and well-planned use of direct mail, gets attention and gets them in the door.

Get Your Just Rewards – Guests now expect the right to customize everything. Be flexible and go with the flow. Hotels allow guests to “pick your perks” and select from a range of options. Restaurants can provide a personalized experience going the extra mile to recognize repeat guests and add an unexpected touch for special celebrations.

Examples: Pick your Perks at Kimpton (hotels nationwide); Rewards at Marriott (nationwide)

Pump Up the Volume – Reality TV has trained us all to expect to be entertained. Guests want a full experience and expect more from food & wine; or from a hotel. Provide educational opportunities, competitions and interactive events that keep everyone tuned it. Examples include seasonal or cultural celebrations, bartender show-downs, guided tours and classes.

Examples: Attack of the Killer Tomatoes Heirloom Tomato Wine Dinner and silent screening at Carneros Bistro & Wine Bar (Sonoma, CA); SF Chefs (San Francisco, CA)

Text Appeal – Texting is the new form of communication for reservations, confirmations and ticketing. Wente Vineyards texts fans for last minute deals on concert tickets. Modern hotels text confirmation upon booking and room number upon landing.

Examples: Avista Resort (Myrtle Beach, SC); Wente Vinyards (Livermore, CA)

App-Lause – Creative marketers are making the most of apps and the popularity of the new ipad. We’re already seeing the ipad wine list. Expect hotels to have ipad walking tours (sponsored by local restaurants and galleries), restaurants can create an appealing platform for recipes for food or cocktails.

Examples: Guest registration at The Upper House (Hong Kong); Ordering food, Requesting a waiter on ipad at Hilton San Diego Bayfront (San Diego, CA); IPad Concierge at The Iron Horse Hotel (Milwaukee, WI)

Bed Time Stories – Guests want to know the stories behind a dish or an experience. What was the inspiration for the dish on the menu? What’s the connection to this art? Why were these materials selected for the design? Tell the story – and they’ll tell their friends.

Examples: Grand Cafe Brasserie & Bar Chef Sophiane Benaouda will introduce a series of French regional dinners inspired by his recent travels around France (San Francsico, CA)

Download The 2011 Trends:
AF&Co. Trends 2011 Download (.pdf)

The Invitation:

AF&Co. 2010 Trends: Coming to America – International influences are ingrained. Sriracha (rooster sauce) is the new salsa, which replaced the old ketchup. Vietnamese Banh Mi is the new Ham & Swiss; and Middle Eastern spices and spreads go mainstream as pizza makes way for pita. Forget chicken noodle soup, it is pho; pho sure.

Examples: Short rib sliders with Sriracha aioli at E&O Trading Co. (San Francisco, Larkspur and San Jose, CA); Sourdough bread and lavash with feta walnut spread and Caspian tapenade at Zare at Fly Trap (San Francisco, CA)

AF&Co. 2010 Trends: The Discovery Channel – Guests are in search of experience vacations that allow them to get involved. Wise hotels bring the true taste to the table, or the farm. Farm stays, winery bootcamp programs, voluntourism, and cooking classes. Escape to an alternate reality.

Examples: Feather Down Farms (multiple locations, Europe); Stony Creek Farm (New York, NY), Liberty Hill Farm (Rochester, VT)

AF&Co. 2010 Trends: This Is A Stick Up – Small foods on a stick. Skewers, satay, and yakitori; no ifs, ands or kebabs about it.

Examples: Satay at Pranna (New York, NY); Anticuchos at La Mar Cebicheria Peruana (multiple locations worldwide)

AF&Co. 2010 Trends: Everything Old Is Indeed New Again – It’s the revival. Old-school ambiance rich with historical significance enhances hotels. While restaurants return to “classic” salad dressings and dips: blue cheese, green goddess, thousand island and louis dressing or pimento cheese and onion dip. Let’s go retro.

Examples: Hotel Shattuck Plaza (Berkeley, CA); Shrimp cocktail with green goddess dressing at PorterHouse New York (New York, NY)

AF&Co. 2010 Trend: Downsizing – Honey I Shrunk the Plates – One size doesn’t always fit all. Small is now smaller. Restaurants respond in numerous ways:

• Entrees available in full or half sizes
• Miniature menu items
• Pre-appetizer small bites meant for sharing

Examples: Perbacco (San Francisco, CA) and Poggio (Sausalito, CA) offer pastas in half and full sizes; Best-O-Burger (San Francisco, CA) serves slider-sized burgers; “Three bites and a flight” pairs three mini tacos and a flight of paired wines at Carneros Bistro & Wine Bar (Sonoma, CA)

AF&Co. 2010 Trend: Sandwich Smorgasbord – Enjoy a globally inspired buffet of sandwich style options including Scandinavian open faced, Indian Kati rolls, PLTs with pancetta or pork belly, international grilled cheeses and tricked out Mexican tortas bursting at the seams. There’s a reason why delicious begins with Deli.

Examples: The Sentinel (San Francisco, CA); Take a Bao (Century City, CA)

AF&CO. 2010 Trend: One Size Does Not Fit All – Small and quirky hotels offer a unique experience; often at a more budget friendly price. Loose the traditional hotel accoutrements and replace with an alternative vibe. Airstream trailers, unusual property conversions, small but funky is the rule.

Examples: Pod hotels, Micro Hotels, Hotel Airstream (Newport Beach, CA), hip/funky hostels

AF&Co. 2010 Trend: School of Fish – Pristine local organic produce is no longer enough. Chefs and guests are casting their nets beyond small, local, sustainable and organic farming to demand sustainable seafood certified by the Monterey Bay Aquarium Seafood Watch and other eco-conscious organizations. So long snapper; make way for mackerel.

Examples: Area 31 (Miami, FL); Fish. (Sausalito, CA)