CREATIVE MARKETING and better communication for a more sophisticated audience were key topics at the 41st annual National Association of Catering Executives educational conference, held July 29-Aug. 1 at The Westin Seattle hotel. More than 550 conference attendees feasted at theme-oriented luncheons and dinners scheduled around sessions on catering and business trends.

Speaker Cindy Novotny, managing partner of Master Connection Association, Rancho Santa Margarita, Calif., said that as consumers are becoming more Internet savvy, companies need to learn to market to their customer base. "Consumers can buy better than we can sell." Communication is still key, she said, warning that "technology doesn't replace customer service." She added, "Risktaking entrepreneurs will usher in the greatest economic boom in history."

The NACE 2000 conference is set for July 19-22 at The Wyndham Miami Beach (Fla.) Resort.