Boxoffice Pro - Winter 2020

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Industry INDUSTRY INSIDERS A FLAVORFUL FAREWELL Daniel Borschke Says Goodbye to the National Association of Concessionaires BY REBECCA PAHLE “When I took this position, I remember telling someone: ‘They’re actually paying me to do this. I get to go to the movies and eat popcorn and candy. I would do it on my own!’” So began, in 2011, Daniel Borschke’s journey as executive vice president of the National Association of Concessionaires—a journey that ends this month, as he caps off a four-decade career in trade associations with a well-deserved retirement. Although an avid fan of moviegoing since childhood—his family would go to the movies once a week—Borschke began his career in quite a different field. Throughout high school and college, “I was a mail clerk for the Milk Foundation, which is a trade association for milk and cheese producers nationwide,” he says. One master’s degree in communications later, and his bosses asked if he’d be interested in applying for a job. “Here I am out of school, without a job opportunity. I said, ‘Sure.’” The position he ended up applying for was CEO. At age 24, just out of college, Borschke found himself at the head of a $3 million operation, in charge of 24 employees. It’s a job he held for nearly 25 years, until the Milk Foundation was merged with another group. (Incidentally, Borschke is lactose intolerant, a fact he would bring up in a later job interview when asked how he could represent a group without being part of it himself.) From there came a short stint as executive director of the American Lamb Board, a role that had him working with “salt of the earth” ranchers and making a weekly commute from Chicago to Denver. (“You know you’re getting into a routine when the flight attendant knows you as you get on and get off the plane every week.”) It was the latter part of the job that had Borschke looking elsewhere after a year; the hunt landed him at the National Association for Retail Marketing Services, where he served as president and CEO until 2011. Then came a move back to Chicago and his most recent role, heading the NAC and its annual expo. (Replaced this year, by necessity, with the “NAC ReTreat Week,” which despite being online still managed to host a wine tasting.) The NAC, like Borschke’s career, has undergone some major shifts over the years. Founded in 1944, it initially represented popcorn growers, eventually expanding its purview to include popcorn machinery manufacturers, movie theater concessionaires, and—now—concessions product and service providers across a variety of businesses, including movie theaters, sports arenas, and colleges and universities. A veteran of trade associations, Borschke looks at heading the NAC with special fondness—and not just because of all the food he gets to eat. “[The member companies of] all those other associations always had proprietary information,” he says. “They were competitors. They never wanted to talk about their own information, because they didn’t want to share it with anyone.” Working in the concessions industry, however, has been “an absolute treat,” because the companies involved “are willing to share. They’re willing to help.” Borschke touts that spirit of open communication as one of the key draws of the NAC, allowing as it does members from different fields—whether cinemas, convention centers, or sports venues—to seek out inspiration from each other. NAC member companies “show a warmth that just isn’t there in other groups, by any stretch of the imagination.” That spirit of comradery has proved essential in 2020. Through much of the year, the NAC has hosted weekly calls, allowing its members to share ideas, news, and—hey, it’s 2020—concerns about the future of their respective industries. “Especially now,” says Borschke, “it’s comforting to know that everyone is out to help each other under the circumstances. I had to wait all these years, but I finally found an association that’s heartwarming and works together.” High levels of “involvement and engagement” from NAC members has been fundamental to the cross-pollination of ideas that’s thrived during Borschke’s tenure. “The committees were always very, very engaged in the activities of the organization,” he says. Unfortunately, that level of participation has gone down, Borschke explains, as individual members have had more work piled on them and thus have less time for active participation in the NAC. “Some of the theater people are now representing prisons and vending,” too, says Borschke. It’s a change that was in the air already but has been accelerated by the Covid-19 pandemic and the industry-wide belt-tightening it led to. This could, Borschke fears, have a longterm impact on the NAC. 24 Winter 2020
“From a management standpoint, it’s in many ways much more efficient to be able to get things done without a committee,” he says. But, in losing insight from concessionaires who no longer have time for active involvement in the NAC like their predecessors did, “You lose the flavor. You lose the influence.” And you lose the boots-on-the-ground knowledge of the concessions industry that NAC members possess. “Frankly, we aren’t the professional concessionaires,” says Borschke of NAC management. “These people are, from a sales as well as an operational standpoint. They know what is selling. They know what is hot in the theater industry. We’re going to lose that, because they just don’t have the time for input. That’s the major change I’ve seen over the [last] nine years.” Borschke had planned to retire from the NAC after this year’s trade show, the group’s 76th, which now has not happened. In making a clean break, he leaves the NAC at a time of unprecedented upheaval for the theater industry—but not one without opportunities. Increasing automation, from high-tech machines in theater kitchens to Coca-Cola Freestyle machines, has already made concessions much less “hands-on, more digital, more remote”—which in the current Covid landscape is a positive thing, though it leads to longer-term questions about the role of flesh-and-blood employees. “It’s comforting to know that everyone is out to help each other under the circumstances. I had to wait all these years, but I finally found an association that’s heartwarming and works together.” IN APPRECIATION In celebration of Daniel Borschke’s tenure as the NAC’s executive vice president, we’ve asked colleagues in the industry to share some words of thanks and appreciation. “Dan’s leadership has been invaluable to the NAC over the past 10 years. He has worked with the NAC executive committee to effectively guide and grow the organization and has helped us to emphasize and improve upon the National Association of Concessionaires’ educational programs. Dan has helped us to improve upon our government relations endeavors as well. Dan’s work on these initiatives and others has made NAC a better, stronger organization, bringing more value to NAC’s membership. While we will miss Dan, we wish him the best in retirement.” Adam Gottlieb President, NAC President, The Adalar Group “Dan Borschke came to NAC 10 years ago a bit ‘cheesy,’ but we have found him to be the salt of the earth. Dan’s leadership and guidance have been appreciated by countless individuals. He leaves his NAC office with a legacy of brilliance and talent all allocated superbly among his board of directors, associates, and the membership.” Larry Etter Director of Education, NAC Former President, NAC Senior Vice President, Malco Theatres “Dan’s immediate grasp of the concessions industry and our association was fantastic. We were so appreciative of his past association experience. He has served our NAC members and supported our volunteer leadership with professionalism and an eye toward growth and collaboration. The support team he has developed is leaving a great legacy and solid future. Dan and his family truly became a part of the NAC family over their years of involvement. Many thanks Dan, and may you and Julie enjoy the next great chapter.” Ron Krueger Former President, NAC President, COO, VSS-Southern Theatres, LLC “Dan, it has been a pleasure working together, whether it be as president of NAC or from an industry supplier perspective. I truly want to thank you for the passion, commitment, enthusiasm, and creativity—especially during these past eight trying months— which you exhibit day in and day out to keep the out-of-home food and beverage industry together, engaged, and informed. We will all miss your spirited approach to managing this association and wish you and your family all the best in this next chapter of your life!” Jeff Scudillo Former President, NAC Vice President, Sales, Promotion in Motion “Dan, congratulations on your NAC and 48 years of association management retirement! Though there are many accomplishments leading NAC over the past 10 years, your government relations leadership is a bright spot. Identifying the most critical topics and informing members through Expo seminars and updates has resulted in a more proactive NAC on strategic topics. Moreover, you helped to create a unique and critical forum for various trade associations to share their POVs on issues important to NAC membership. Thank you for continuing to remain involved in this important work. Enjoy your new professional direction, and we all look forward to seeing Julie and you in person at a trade event soon.” Don Lear Director, Foodservice, Oberto Specialty Meats Winter 2020 25
Page 1 and 2: $6.95 / Winter 2020 PROMISING YOUNG
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Page 22 and 23: Theater BRIDGING THE GAP BRIDGING T
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Carey Mulligan has an eye out for t
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NOMADLAND December 4 / Searchlight
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MONSTER HUNTER December 30 / Sony B
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Big screen. Bigger cause. St. Jude
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BARB AND STAR GO TO VISTA DEL MAR F
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UNTITLED JORDAN PEELE HORROR EVENT
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