This is the second in a series of five conversations with event pros about what's working now.
When I asked Mary Micucci, the founder and owner (since 1976) of Los Angeles catering company Along Came Mary, to give me a few highlights of her career for this introduction she sighed. “I’ve done over 300 film premieres. Well over 300. I’m just guessing. Every major studio. It’s hard to pick one thing.”
Talk to me, premiere lady.
I was just in the right place at the right time. By the ’80s, my company was established, and the whole way films were marketed and promoted just took off, and big premieres were a part of that. So were we.
Despite the economy, the movie biz is booming. That must be a relief.
But the whole film-premiere thing is not anywhere what it used to be, and I don’t know that it ever will be again. Now it’s all about just the red carpet. There’s no catering on the red carpet. There are still big premieres, but the business has changed, and I don’t see it going back.
Okay, so people are spending less, but what are they spending money on?
For a cocktail party, without sacrificing the ambience and the yummy, you just can’t have as many choices. We’re not using caviar from the Caspian Sea. It’s amazing that caviar is now being produced in Sacramento. Right in our own backyard, and it’s fantastic! Sterling Sevruga is one of the brands I like. Always on top of a crispy potato pancake or a classic blini—it makes me a happy girl.
What about the bar?
The best way to save money is not to have open bar. Pass wine, water, and a specialty drink.
What specialty drink?
Mojitos are always a crowd pleaser—light and refreshing, filled with mint and lime. We love to add muddled raspberries, blueberries, or even mango for a fun twist. But there are still diehards who must have their full bar, God bless ’em.
Hollywood. How exciting. You must get to do work with, like, bazillionaires.
Let me tell you, I have never had anyone ever just give me carte blanche. There’s always a ceiling.
Oh, come on.
Hmmm … we did a wedding, and I guess when all was said and done, about seven to eight million, which included buying a horse farm for the reception.
Now you’re talking. What’s not working now?
Everyone is so concerned about appearing too extravagant. We’re known for our grazing stations. If you’re doing a premiere, everyone arrives at once. You can’t just pass around little bits on trays to 1,500 people who’ve been in the theater for three hours. But people try to cut the food. I tell them, “Food is everything. It matters. You can’t be careless about food. It’s a damnation to try that.”
You’re not just a caterer, you’re a production company, too?
We do everything. We use tons of great vendors, but we pull it all together. It’s a creative group effort. I love flowers.
Me too. What are your favorite flowers?
Cabbage roses, French tulips. I throw a Christmas party every year, where I spray the rooms with amaryllis, red or white, and blood-red, even black roses.
I bet you throw a mean Christmas party. What do you serve?
Everything but the kitchen sink.
Any tips for cost cutters?
Different cuts of meat. Instead of filet mignon, we do short ribs, and they’re just as luxurious.
Short ribs have to be cooked just right, yes?
Short ribs braised for less than six hours just won’t do. We sear the short ribs, then add a rich mix of red wine, tomatoes, carrots, shallots, and celery, cover it in foil, set the oven on low heat, and walk away. Oh, baby, they just melt!
Are people still serving dessert?
We are. Our signature is a warm brownie pudding.
Oh, I’ve had that. It’s amazing, and I don’t even like brownies.
See? A warm brownie, with rich, gooey, moist pudding—how could you not like that? People always ask us for it, and I worry either they’ll get sick of it or we’ll get sick of it, but on it goes.
Are people still tipping?
Yeah, the people who tip are still tipping. I’m an optimist. Tell me things are going to get better. People have to start spending money. I’m looking at the third quarter for a sense of real change. I’m always telling clients, “This too shall pass.” I’ve been around a long time. We’re still working with clients and their budgets. We’re newly flexible in a way we weren’t before. But look to the fall.
Come summertime, what should I serve?
Wild grilled salmon and asparagus salad to start, with goat cheese crostinis. For the main, delicious grilled lamb chop with sautéed morels and chanterelles. And to finish, a white chocolate and fresh raspberry panna cotta. White wine sangria: We start off with a splash of good vodka on top of fresh ginger, kumquats, and melon, then add a bottle of good white wine, like a viognier or sauvignon blanc. I’m thirsty just talking about it.
