The 17Th AnnuAl

FSMA ConFerenCe FebruAry 16-18, 2011The lAnghAM hunTingTon

PASAdenACAliForniA

hoMe of the roSe bowl

The Premier event for

Foodservice Sales & Marketing executives

Early Bird

SpEcialMeMbers Only

register by november

19th and save $200

per registration!

Top2Toponline.com

T2T is a real game changer, register today!,,

SChedule of evenTS

FSMA respectfully requests that no conflicting events be held during Top2Top so that all may enjoy the conference.

AttendAnce At t2t is A MeMber benefit. Only members and first-time, non-members may attend. If you are unsure of your member-ship status or wish to join, please contact Rick Abraham at rabra-ham@fsmaonline.com or 410.715.6673.

1pm – 5pm

GeneralSession� FSmA Welcome & Update� The Changing Foodservice Agency

market: New Realities Facing Agencies and manufacturers

� Let’s Discuss: Key players Share Their Thoughts

� Wine to Water, Doc Hendley

6pm – 9pm

OpeningReception&DinnerIndustry Service Award Presentation

9pm – 11pm

AfterGlow

8:30Am – 5pm

FSMAConnectionsThe Networking Lounge

8:30Am – 5pm

Registration/WelcomeCenter

11:30Am – 12:30pm

WelcomeLunch

moRNiNg AFTeRNooN eveNiNg

OptionalActivities Contact the Concierge for details Spa | golf | Tennis | Bicycles | Architectural Tours

thu

RSD

Ay

FRiD

Ay

We

Dn

eSD

Ay

12pm – 1pm

GroupLunch

1pm – 2:15pm

GeneralSessionpeople impact Your Business Success

1pm – 2:45pm

teAMPilotProgramcontinues

3pm – 4:30pm

GeneralSession� Foodservice Financials and Forecasts� Distributor Keynote Scott Sonnemaker, Sysco

5:30pm – 7pm

Reception

7pm

Dinneron your own

7Am – 8Am

ContinentalBreakfast8Am – 2pm

FSMAConnectionsThe Networking Lounge

8Am – 4:30pm

Registration/WelcomeCenter

8Am – 9Am

GeneralSessionFL!p – How Counter intuitive Thinking is Changing everything

9:15 A.m. – 12pm

ConcurrentBreakoutSessions (choice of two)� Ride the Rails on the CRm express � Selling Skills for Tougher Times � How to Develop Your Leadership presence� Technology Best practices to Supercharge You

and Your Team� Your Company Brand personality � For All You Do, This one’s for You

9:15Am – 12pm

teAMPilotProgram(invitation only)The LAnghAM hunTIngTOn

8Am – 5pm

Registration/WelcomeCenter

11:30Am – 12:30pm

WelcomeLunchAll Registered Attendees InvitedRenew old friendships and meet new colleagues. An excellent start to your Conference experience!

1pm – 5pm

GeneralSessionWelcomeandFoodserviceupdateBoB WATSoN, FSMA Chair and President, Watson & AssociatesRiCK ABRAHAm, FSMA President

Hear what FSmA accomplished last year and where we are headed in 2011.

theChangingFoodserviceAgencyMarket:newRealitiesFacingAgenciesandManufacturersBoB goLDiN, Executive Vice President, Technomic

The foodservice industry downturn has been and will continue to be a catalyst for change in how business is structured and conduct-ed. one key channel being affected is the Sales & marketing Agency. While there has been steadily growing demand for Agency services, Agencies are faced with a host of serious mar-ket and business issues that the industry slump has intensified:

O overall volume declinesO Shrinking base of independentsO greater demands for more administrative/non-selling activitiesO Declining commissionsO Less leverage with DistributorsO growth in contract business

Agencies are trying to restore power, balance and improve efficiencies by consolidating. Consolidation is not new, it is inevitable and its rate has accelerated. How will this change affect the nature of the foodservice Agency market? Will the changes be significant to the Agency business model? in an effort to answer these questions and more, Technomic conducted a study interviewing both the Agency and the manufacturer, and other trade channel members including the Distributor. Bob goldin will present the findings of this critical study for the first time publicly and provide thoughtful perspectives and concrete action steps for you to consider.

BoB goLDiN is an Executive Vice President of Technomic, Inc. and Director of the Food Supplier Practice. He is the founder and director of the firm’s iLab™, Customer Performance Appraisal Service, Distributor Intelligence Service, Foodservice Benchmarking Center, Takeout Pack-aging Consortium and Nutritrack programs. Bob has over 30 years of broad-based experience in the food industry, including 25 years with Technomic, as both a consultant/researcher and an industry executive.

t2t remains the best networking conference in the industry today,

the others have all fallen to the way-side. content and

attendance are both first rate.

Tom ReCToRFoodservice University

wedneSdAy, FebruAry 16

For additional biographical information on our speakers, visit www.top2toponline.com

WeDNeSDAY 8:30 Am – 5pm • THURSDAY 8Am-2pm

FSMAConnectionsthenetworkingLounge

in its inaugural year, The Network-ing Lounge was a hit! So at this year’s Top2Top, we are extending our hours of FSmA Connections, an informal space to sit & chat with your agency, manufacturer and vendor partners.

A place to relax with casual yet thoughtful conversation, or brainstorm about your next strategic plan of action. No need to meet in the lobby with the rest of the hotel guests because this space will only be available to FSmA Top2Top registrants. Come & go as you please throughout the day and share a cup of ‘joe’ or a refreshing cold beverage.

,,

BoB goLDiNTeCHNomiC

wedneSdAy, FebruAry 16

Let’sDiscuss:KeyindustryPlayersShare theirthoughtsModerator: BoB goLDiN, Executive, Vice President, TechnomicAgency and manufacturer panelists to be Announced

Now that you have heard the results of Technomic’s national study concerning the future of the foodservice Agency, hear what your colleagues think of the outcomes and what changes they foresee as a result. There will be time alotted for Q&A from the audience. Don’t miss this opportunity to have a voice in the discussions.

turningideasintoAction:howaKegtapperCanCureWhatAils theWorldDoC HeNDLeY, Founder, Wine to Water & Top 10 CNN 2009 Hero The World Health organization estimates that 1.1 billion people worldwide lack access to clean water. Unsafe water kills 1.7 million people each year, nearly all them children under the age of five. Waterborne illnesses kill more children than Hiv/AiDS and malaria combined. every 15 seconds a child dies from unclean water.

These statistics are staggering; they make you stop & think. Today Doc Hendley’s dream, and the goal of his non-profit or-ganization, Wine to Water, is to quench the thirst of the needy by building sustainable water projects globally and providing safe drinking water to 3 million people in five years.

Who is Doc Hendley? in 2003, Doc was a bartender and musi-cian. He was an ordinary guy, a ‘regular joe’, trying to pay his bills like everyone else. He had read about the world water crisis

and was stunned by the overwhelming facts. He decided he wanted to make a difference. in his first year of effort, he raised $40,000 doing what he knew best, serving wine at fundrais-ers for his cause. Through determination and hard work, he learned what it takes to install water systems & supply water in critical areas and dangerous “no-go” zones such as Darfur. in 2007, after working two jobs and volunteering his time over three years, Wine to Water became a reality. Doc was recog-nized by CNN in 2009 and was named one of the Top 10 CNN Heroes from over 9,000 applicants. He was chosen by a panel of notable judges including general Colin powell, Ted Turner, Whoopi goldberg and Sir elton John.

Hendley says that he is proof that ANYoNe, even a keg-tapper in Boone, NC, can cure what ails the world. He has become an expert on the immense power of relationships and how they can transcend perceived barriers. He will share his story and inspire you.

6pm – 9pm

Reception,DinnerandPresentationofindustryServiceAwardenjoyable and stimulating conversations with old friends and new acquaintances make this a popular evening for new and returning attendees every year. Dinner will feature the presen-tation of FSmA’s Jerry Waxler industry Service Award.

9pm – 11pm

AfterGlowAs the day winds down, relax with colleagues & friends for an after-dinner drink and conversation at a slower pace for the perfect ending to a day of success.

For additional biographical information on our speakers, visit www.top2toponline.com

DoC HeNDLeYWiNe & WATeR

this event helps me get a

perspective of the industry that i

otherwise would not get.

Tom SmiTHJuhl Brokerage

,,

8Am – 9Am

GeneralSessionFL!P:howCounterintuitivethinkingisChangingeverything–fromBranding&Strategytotechnology&talentpeTeR SHeAHAN, best-selling author and business consultant

Fl!p is your inspiring, future-focused strategy for finding opportunities in a down market through courageous leadership, in-novation and change. To remain competitive, organizations not only need to shift the mindsets of their current leaders, but must also develop a deep understanding of the changing expectations of both customers and talent. emphasizing the need for mindset flexibility, Fl!p will reveal the changing nature of leadership; the evolution of business models; and deliver literally dozens of examples and strategies for finding opportunity and making money in tough economic times. Fl!p is a philosophy not just for reacting to changing markets, but for being the force of change in your market. This high energy session will get

your day started with a bang! and teach you new approaches that will leave your competitor in the dust.

peTeR SHeAHAN is a best-selling author, successful business consultant and internationally acclaimed speaker with a reputation for transforming organizations by turning traditional paradigms on their head. Not yet thirty years old, he has built a multi-million dollar consulting practice attracting top-caliber clients such as Google, Coca-Cola, Harley Davidson and Ernst & Young. These global brands, among others, have engaged Peter to bring their organizations up to speed on issues of generational change, workplace trends, and rapidly changing employee and consumer expectations. He shifts leaders out of the world as it used to exist and into the world as it exists today.

9:15Am – 12pm (chOice Of 2)

SixDiverseConcurrentBreakoutSessions75 minutes each Top2Top offers this separate and distinct list of topics to suit agencies, manufacturers and vendors. Bring extra people to take advantage of everything T2T has to offer.

,,this conference

is a great opportunity to see the brokers’

point of view, and gain industry as well as business

knowledge.

miKe BAKeRRich Products

ThurSdAy, FebruAry 17

7Am – 8Am

ContinentalBreakfast

8Am – 4:30pm

Registration/WelcomeCenter

8Am – 2pm

FSMAConnections–AnetworkingLoungeBe sure to utilize this FSmA Top2Top designated space to network, share, brainstorm and relax.

peTeR SHeAHAN

� CoNCURReNT BReAKoUT SeSSioN 1

RidetheRailsontheCRMexpressandLearntheFundamentalsBARToN goLDeNBeRg, President, iSm

Board the train and take a ride on the CRm express. participants will tour the basics of Customer Relationship management (CRm) and learn how to successfully apply CRm tools and techniques to your business. We’ll review the key people, process and technology components and show you how to apply them to foodservice. Discussions will address a structured approach to implementation, data standards and integrity, and how effective communication and change man-agement can make or break your success.

You will discover and take home:O The Basics of Foodservice CRm and How it Benefits

Your CompanyO How Agencies and manufacturers Can Work Together

for intimate Customer engagementO How to ensure a Robust CRm program That Boosts

Sales and profits

From founding a pioneering firm when the concept of Customer Rela-tionship Management (CRM) was taking form, to being one of the first three inductees into the CRM Hall of Fame, Barton has always occupied a leading role in providing a lifecycle approach to customer relationships. When Barton founded his company, ISM Inc. in 1985, the management of the customer was limited to sales force automation with little user input. His foresight to integrate sales, marketing, customer service, e-business, business intelligence and social media became the foundation of today’s customer-driven products and services industry.

� CoNCURReNT BReAKoUT SeSSioN 2

SellingSkillsfortoughertimesFRANK FoSTeR, Consultant/Trainer, Frank Foster & Associates

This fast paced workshop will benefit any sales professional even the seasoned veteran. The program highlights selling skills and strategies required to succeed in today’s tougher environment. it will focus on understanding how business is changing and how you can grow your business while protect-ing margins. it also takes a look at how you and your team can maximize time and efforts, and stay competitive in a price-sensitive market.

This highly interactive session will be sure to promote thought-provoking discussions on changes in selling! Topics to engage participants will be:O The World is Changing. Are You? How Are the Changes

Affecting YoUR Business?O Disintermediation: Adapt or DieO Synergistic Selling: planning Strategies for Tougher TimesO Developing Long Term Customers Requires Consultative

partnershipsO Differentiating ourselves in a Crowded marketplace

Utilizing skills from 30 years experience in sales and marketing, Frank Foster is a specialist in the consultative selling process and has worked with organizations to maximize their potential and their results. He has worked with colleges and universities, associations, manufacturers, and service companies developing and delivering performance improvement programs. He successfully combines his personal experience with current selling and marketing techniques to provide clients with custom solutions to solve today’s most complex business problems.

,,t2t provides

both Manufacturer and Agency a platform and

dialogue to tackle strategies for

the future.

BiLL KReSSExecutive Vice President

AFM

ThurSdAy, FebruAry 17concurrent breakout sessions will begin at 9:15am, and 10:45amYou MUst sign up for the breakout sessions you wish to attend when you register. please read the session descriptions closely before making your selections. The interactive workshops will be limited. Register early to be assured a seat in the sessions you want to attend! List your first through fifth choices on the attached registration form. Seats will be awarded on a first come, first served basis. FSmA members will receive priority.

BARToN goLDeNBeRgiSm

FRANK FoSTeR

FRANK FoSTeR & ASSoC.

� CoNCURReNT BReAKoUT SeSSioN 3

howtoDevelopyourLeadershipPresenceandWhyDoesitMatter?KAReN CLeveLAND, President, Cleveland group

most experts agree that the most important thing a leader can do in order to be effective is to be totally present and engaged with the people he/she leads. paying attention to how you want to show up as a leader is a critical part of the equation. Being able to be fully present and draw on all of one’s experiences, knowl-edge and expertise in order to engage others, gain buy-in and spur action, takes practice and expertise. much like professional athletes who perfect this in order to be their best on the field, you too can develop the necessary skills to be successful in all aspects of your life. in this session, you will learn:

O How to visualize yourself as the leader and person you want to be

O effective leadership techniquesO Behavioral practices to develop and sustain a strong presenceO practical tips to aid you in the C-suite, with presentations,

public speaking and group interactions

The CLeveLAND gRoUp specializes in helping leaders, teams and organizations identify & develop their full leadership potential. Karen’s specialty is working with executives and emerging leaders who recognize their need for continued personal & professional growth. She helps them develop sustainable practices that are actionable and produce results. Karen brings over 20 years of executive leadership experience to her role. Prior to her present position, Karen served as President & CEO of Habitat for Humanity of Northern VA and as an executive with ASMC, a division of the Grocery Manufacturers of America.

� CoNCURReNT BReAKoUT SeSSioN 4

technologyBestPracticestoSuperchargeyouandyourSalesteamSTeve TURNeR, CEO, Turner Time management

How can you enhance your company’s sales results, without adding more ‘feet on the street’? By making your current outside sales team more efficient with technology. This session will cover topics including:

O What mobile Devices (smartphones, laptops, et al) are Best to equip Your Team

O ‘Tech etiquette’ for Your TeamO 10 email Tips to manage email more effectively While out

of the officeO other Technology Tools to be more effective on the RoadO Ask the expert’ Q&A

Session includes a session summary to reinforce the main topics and 60 days of free support on questions related t the informa-tion presented.

Steve is a former executive with Clover Technologies in the printing sup-plies industry. His ground breaking strategies for time management and productivity helped the organization grow from $43.5 million to $265 million in just over four years. His proven ability (including desktop, lap-tops and mobile devices) is of great value to anyone in need of greater sales and/or productivity results.

� CoNCURReNT BReAKoUT SeSSioN 5

yourCompanyBrandPersonality:AreyouSellingiteffectively?TigHe meRKeRT, President and CEO, marriner marketing CARoL WHiTmAN, Director of Business Development marriner marketing As a sales & marketing agency or manufacturer, you understand the value of relationships – meaningful sales calls, spreading new ideas and sharing trends & up to date news: it’s what sets your company apart. But how do custom-ers know how good you are? You need to get the word out. Communicating your company personality effectively can go a long way in helping you sell your product, and service solutions and ideas.

How is your company brand and image perceived today? Whether hard copy or digital, a strong communications strate-gy and well designed materials can increase your positive image and lead to greater sales success.

in this session, you will hear new reasons why you should com-municate your message and learn ways to communicate your company’s unique capabilities to the marketplace. You’ll take away key ideas to use towards finding your own solutions:

,,the sidebar conversations are as exciting as the

presentations!

BoB WATSoNWatson & Associates

KAReN CLeveLAND

CLeveLAND gRoUp

STeve TURNeRTURNeR Time mgmNT

TigHe meRKeRT

mARRiNeR mARKeTiNg

CARoL WHiTmANmARRiNeR mARKeTiNg

O Define the value that sets you apart O Develop cogent and compelling messages in leverage

interactive trends in digital communication

Tighe owns and manages Marriner Marketing Communications, a successful marketing communications firm that specializes in the food and hospitality industries. He is intimately involved with and oversees strategic planning and direction of all client work. Carol’s nearly 30 years of marketing experience spans tenures in ad agencies, consulting and corporations. Most of her advertising experi-ence has been focused in packaged and hard goods marketing, while the consulting and client-side work in the media and entertainment industries. Carol’s career path has never veered very far from the food or food-related industries. � CoNCURReNT BReAKoUT SeSSioN 6

ForAllyouDo,thisOne’sforyouTake an hour to relax, give your brain a break from business and discover how you can be a connoisseur in the wide, wide world of the malt beverage. A cold draft beer is an American Classic especially on a Football Sunday. But what do we really know about beer? The choice of beers across the country has grown by leaps & bounds over the past few years. Coolers are not only filled with Bud and michelob but craft beers and international beers as well. The US consumer is more sophisticated even when it comes to the beer they will serve at their next dinner party, or tailgate. But what is the difference? Do you know what distinguishes a por-ter from ale from a lager? And what the heck is a Hefeweisse? is it always best to serve a beer in a frosted glass? is a bottle really better than a can? Come to this session and learn the basics…and beyond about beer. Tasting included.

1pm – 2:15pm

GeneralSessionPeopleimpactyourBusinessSuccess:BuildaDiverseteamtoincreaseProfitModeratorHATTie HiLL, Founder & CEO, Hattie Hill enterprises

Panelists FRiTzi WooDS, President, Women’s Foodservice ForumTexANNA ReeveS, VP Corporate Diversity, SodexhoAdditional panelists to be announced The one constant in today’s changing environ-ment is the impact of people on business suc-cess. FSmA presents a panel of industry leaders with extensive expertise in the importance of building a diverse and inclusive workforce in your company to positively affect a business’ dynamics and profitability. The panelists will freely share their experience, knowledge and best practices to help you develop your own diversity initiative and better understand its importance in a company big or small. The interactive dialogue will include:

• How gender and ethnic diversity can lead to increased sales and profit

• Understanding and implementing diversity initiatives in your organization

• How to attract, develop and retain diverse talent

• Secrets to avoid the pitfalls that can derail your progress

HATTie HiLL has over 20 years experience as a businesswoman, profes-sional speaker and international management consultant. Her expertise in Global Leadership, Customer Service and Diversity has been shared with major organizations throughout the US, Europe, South Africa, Australia, Latin America and the Caribbean. She is regularly quoted in local and national publications such as The Wall Street Journal, USA Today and The Dallas Morning News concerning human relations in corporate America.

,,conference was

great, content was relevant and

informative. information

attained more than paid for attendance.

BiLL SmALLSDirector of Sales

csm Bakery

ThurSdAy, FebruAry 17

HATTie HiLLHATTie HiLL eNTeRpRiSeS

FRiTzi WooDS

WomeNS FooDSeRviCe

TexANNA ReeveSSoDexHo

FRiTzi g. WooDS is president and CEO of Women’s Foodservice Forum. She was recently chairman and CEO of PrimeSource FoodService Equip-ment, Inc., the 10th largest foodservice equipment distributor in the industry. She is an innovative, global and international leader committed to value creation for her customers, shareholders and the team she leads. She brings the unique blend of strategy, operations, financial expertise and corporate governance to the table.

TexANNA ReeveS leads the on-going advancement and implementa-tion of Sodexho’s integrated Diversity strategy for North America with 125,000+ employees and 6,000+ client sites. She is responsible for the management of diversity training & consulting initiatives, mentoring, network groups, work life initiatives, EEO & Affirmative Action functions including diversity scorecard and metrics.

3pm – 3:30pm

FoodserviceFinancialsandForecastsJAY WHiTmeR, Senior Research Analyst, Cleveland Research Company

As the largest independent equity research firm, Cleveland Research will present an unbiased third party view on the financial outlook in the foodservice industry. 2011 will be a pivotal year to stay on top of key fundamental and financial issues as the industry anticipates and prepares for a return to growth. Discussion topics and focal points include the

following: • Demand and price/mix trends by channel• overall sales outlook• Foodservice distributor themes and initiatives• What is working and what is not working to drive sales

and profits • Structural changes for fullservice restaurants• Food cost outlook

3:30pm – 4:30pm

SyscoKeynoteAddressSCoTT SoNNemAKeR, Senior Vice President Foodservice operations, SYSCo Corp

With SYSCo since 1996, Scott has progressed through several positions of increasing responsibility.

He will update our audience on the latest developments within SYSCo and address how manufacturers and sales agencies can grow their business through the nation’s largest broadline distributor. Sustainable growth has been hard to come by for all of us. Come and hear how SYSCo has been navigating these tough challenges and how your company can play a role for mutual success.

5:30pm – 7pm

Reception

7pm

DinneronyourownAs the birthplace of Julia Child, pasadena was simply destined to be a foodie’s paradise. With 500 restaurants, pasadena is more than equipped to delight the food-savvy crowd, serving up diverse offerings that cover the gamut of food categories and international cuisines. From The Royce at The Lang-ham Huntington, the only michelin-rated hotel restaurant in Southern California, to the 46-year-old pasadena landmark pie ‘n Burger, it’s all here. Call the Langham Concierge at 626.585.6260 or consult www.visitpasadena.com for suggestions.

,,Once again, top2top has exceeded all expectations!

pAUL ABDALiANSenior Vice PresidentA.J. Letizio Sales and

Marketing

For additional biographical information on our speakers, visit www.top2toponline.com

JAY WHiTmeR

CLeveLAND ReSeARCH

SCoTT SoNNemAKeRSYSCo

FridAy, FebruAry 18

Spaescape! The new 11,000-square-foot spa features a state-of-the-art fitness center and 13 treatment rooms, includ-ing a couple’s room, and offers luxurious services such as massages, facials, body treatments, manicures, pedicures and hair services. A unique new element to The Huntington Spa is Chuan Body + Soul, which incorporates Traditional Chinese medicine (TCm) services to provide a comprehensive wellness experience. For an appointment, call 626.585.6414

tennisBeginner and Wimbledon champion alike will love The Langham’s three floodlit tennis courts. Hit some balls and volley with a friend or take a lesson from a pro.

BicyclesWhat better way to spend a spare morn-ing than by mounting a bicycle and setting off to explore the grand neigh-borhoods and perfectly manicured lawns of pasadena? The hotel is pleased to offer bicycle rentals & a local map, and invites you to discover the beauty of pasadena from a new perspective.

Golfmultiple options are available includ-ing Brookside located in the shadow of the famous Rose Bowl Stadium or the Angeles National designed by Nicklaus and nestled at the foot of the Angeles National Forest.

toursSo many options, not enough time. Architectural walking tours, visit the gorgeous Huntington Library & Botanical gardens, tour the 320 acre racecourse complex at Santa Anita park or walk the tunnel into the Rose Bowl stadium just like the players do.

spouse/Guest registration Spouse/guests must pay a registration fee to attend the food and beverage functions. Conference sessions are not included. To qualify as a spouse/guest, you may not have a business connection to the foodservice industry and are solely attending as the significant other of an industry professional. Any questions, contact Rick Abraham at rabraham@fsmaonline.com or 410.715.6673.

Member early-bird discountRegister by November 19th to receive a $200 early-Bird Discount. Registrations received after November 19th will pay the full rate—so don’t delay—register today! Applies to FSmA members only.

Agency/Manufacturer MeetingsWe respectively request your cooperation in booking meeting space. The resort will not book meetings that conflict with FSmA events. meeting space and room reservations are con-tingent on registering for the conference. please be considerate that attendees register to attend the Conference, not to participate in alternate meetings. For more information, please contact Sandra Savino of FSmA at ssavino@fsmaonline.com.

OptionalActivitiesAvailable‘OnyourOwn’Call the Concierge for additional options, information & reservations at 626.585.6260

THe RoSe BoWL

Capturing the grace and

elegance of a bygone era, The Langham huntington is a landmark hotel located at the base of the picturesque

San gabriel Mountains, just nine miles northeast

of downtown Los Angeles in beautiful Pasadena. A

renowned Pasadena hotel since 1907, the property features luxurious guest

rooms, Michelin Star dining and an award-winning spa.

,,huntington spa

was voted one of the top 10 spas

in the continental Us and canada by

readers of Travel + Leisure.

Please type or print clearly. Please copy this form for additional registrants.

RegiSTRANT’S NAme (as it should appear on badge)

TiTLe

SpoUSe’S/gUeST’S NAme (as it should appear on badge)*

CompANY NAme

CompANY ADDReSS

CiTY STATe zip

pHoNe FAx

e-mAiL

Are you a first-time Top2Top Conference attendee? � Yes � Nois your company an FSmA member? � Yes � No � Not SureDo you plan to stay at The Langham Hotel? � Yes � Noif not, please let us know where you plan to stay ____________________________________________________(This is for internal use only. We appreciate the information.)Note: Room reservations and meeting space at The Langham Huntington are contingent upon registration.

early bird special rate is Available to Members Only! Register by November 19, 2010 and pay: � member (early Bird) $ 1095 � Non member $ 1995 � Spouse/guest* $ 425 Total Amount Due:

* Spouse/guest Registration includes a conference breakfast, (2) lunches, (2) receptions and (1) dinner. Conference sessions are not included. To qualify as a spouse/guest, you may not have a business connection to the foodservice industry and are solely attending as the significant other of an industry professional.

impoRTANT: please provide your workshop preferences when registering to ensure your preferred sessions. pLeASe ReSeRve A SeAT FoR me iN THe FoLLoWiNg WoRKSHopS! Number your workshop preferences 1 – 4. We will make every effort to honor your #1 and #2 choices on a first-come, first-served basis. FSmA members receive priority. ____ Ride the Rails on the CRm express ____ Technology Best practices to Supercharge You ____ Selling Skills for Tougher Times ____ Your Company Brand personality ____ How to Develop Your Leadership presence ____ For All You Do, This one’s for You

� enclosed is a check payable to the Foodservice Sales & marketing Association for the total registration fees (U.S. dollars only) oR

Charge my: � Amex � masterCard � visa Total Amount Due:

CReDiT CARD NUmBeR CReDiT CARD SeCURiTY CoDe

expiRATioN DATe pRiNT CARDHoLDeR’S NAme

CARDHoLDeR’S SigNATURe

BiLLiNg ADDReSS oF CARDHoLDeR

three easy Ways to register:Online at www.Top2Toponline.com Mail completed form and check to: FSmA, 9192 Red Branch Rd, Suite 200, Columbia, mD 21045 Fax completed form with credit card payment to 410.997.9387

conference registration

registration is also available online at

www.top2topOnline.com

Attendance at T2T is a mem-ber benefit. Only members and first-time non-members may attend. If you are unsure of your membership status or wish to join, please contact Rick Abraham at rabraham@fsmaonline.com or 410.715.6673.

the locationThe Langham, Huntington Hotel & Spa1401 South oak Knoll Avenuepasadena, CA 91106626.568.3900www.pasadena.langhamhotels.com

The Hotel is located 27 miles from the Los Angeles international Airport (LAx) and 18 miles from the Bob Hope, Burbank Airport(BUR). Taxi cabs are available from each airport.

Accommodations & reservations rooms sell out early! don’t delay, call today! Registrants are responsible for making their own room reservations. Room reservations are contingent on registration!RATe: $229 single/double roomCALL: Langham reservations: 800.591.7481viSiT: pasadena.langhamhotels.com/FSmATop2TopNoTe: Be sure to request the FSmA Top2Top Conference rate to receive the special room rate. Hotel accommodations must be made no later than January 26, 2011. After this date, the Langham and FSmA cannot guarantee room rate or availability.

Hotel Cancellations must be made (24) hours prior to your arrival date to avoid penalties. guests will need to cancel by 3pm the day prior to avoid a penalty of the first nights room rate.

conference cancellation PolicyAll cancellations must be made in writing. A $100 processing fee will be charged for all cancellations. The entire fee, less the $100 processing fee, will be refunded for cancellations received by December 15th. A 50% refund, less the $100 processing fee, will be made for cancellations received between December 15th and December 31st. Cancellations received after December 31st are non-refundable.

earn ceU’sAttend the full Top2Top Conference and earn 1 CeU towards maintaining your CpFB designation.

AttireDress for all association-sponsored events is resort casual; jackets are requested at Wednesday evening’s dinner & reception. meeting rooms tend to be cool, so you may prefer to have a light jacket or sweater available.

Register after November 19, 2010 and pay:� member $1295� Non member $1995 � Spouse/guest* $ 425 Total Amount Due:

Early Bird

SpEcialMeMbers Only

register by november

19th and save $200

per registration!

11Pa s a d e n a , C a l i f o r n i a

Foodservice Sales & marketing Association9192 Red Branch Rd., Suite 200Columbia, mD 21045

The 17Th AnnuAl

FSMA ConFerenCe FebruAry 16-18, 2011The lAnghAM hunTingTon

PASAdenACAliForniA

hoMeof the roSe bowl

Top2TopOnline.comRegister today!