12/19/2007 | TESTIMONIAL: Pizza Pizzazz sponsorship: A tasty return on investment

Editor’s note: Sponsors of the 2008 Pizza Pizzazz were asked why their companies support this, the largest pizza contest in North America .

Doug Fahrenholz, vice president of sales, The Wasserstrom Co.

We’ve been involved in the show for a number of years, and we’ve seen the impact the contest has on NAPICS as a whole. Pizza Pizzazz generates a lot of exposure for the event, that draws more attendees, and that draws more exhibitors like the manufacturers we represent.

Over time we’ve seen the quality of attendees increase, and we’re seeing more multiunit, regional independent pizzerias coming to the show, people who come here looking for new and innovative products. As the contest has grown in prestige, I think it’s helped generate that kind of interest.

We know the contest brings in pizza operators regionally, but now we’re seeing that stretch out nationally. Wasserstrom has a national presence, so that gives more exposure to our company when there are people coming from around the country to compete.

Ultimately it’s a win-win for us and the contestants; they go through Pizza Pizzazz, which allows them to try out today’s brand-new equipment, and it allows us to show it off to them. When we talk about that with the manufacturers we represent, that draws more manufacturers who exhibit, and that draws more attendees. The whole thing builds on itself.

John Crow , president and founder, Lloyd Industries, Inc.

I like being involved in the contest because it gives me a direct connection to the contestants, the people who not only buy my products, but the people who drive the industry—people who actually make the food.

Last year I gave everyone who competed a small rocker knife, a memento of sorts. We’ve done similar things in the past, and I’ve always liked doing that. But when I tried to approach the winners to talk to them about using our stuff, I could hardly get anyone to talk to me. They didn’t really know who I was or what Lloyd Pans does.

This year I wanted to think of something else that would get more attention and have a really meaningful impact on the contest. So we came up with the idea of giving some bonus prize money. If a competitor uses Lloyd Pans and wins the contest, they get an extra $1,000 cash (on top of the $7,500 first prize).

One of the reasons I really like this contest is the number of people who sign up. It shows a lot of people are really serious about what they do. I think the contest is really well run, too.

Overall, I think it’s good for the industry to hold contests like these. It gets people together and gives them a chance to see what everyone else is doing.

* Spokesmen for the contest’s other two sponsors, Lincoln Ovens and Bakers Pride Ovens, were not available for comment.