Starry Nights: Event Catering With a Twist

Eastside Business Report, May 2005

By Max Kvidera

Matt Jones' dream became reality much sooner than he had planned.

The former graphics designer at ESPN.com and Microsoft wanted to own a catering firm, but he thought he would have a couple of years to gain more experience. But last December, the owner of Cuizam!, which helped people prepare meals to take home and cook later, emailed him that she wanted to sell her firm and asked if he was interested.

"When this came up, it was a golden chance," said Jones. "I'm excited and scared and motivated in a good way. I wanted to own something in two years but this will get me going."

Starry Nights Catering & Events was born, inspired by Van Gogh's "Cafe at Night." As Jones explains it, the business has four components. He's already rented out the spacious 1,800-square-foot commercial kitchen to other culinary professionals, including another caterer, someone making health bars and bakers.

Another segment of the business is creating custom cakes and pastries. Pastry Chef Dan Mikosz makes cakes and European-style chocolates. "Probably 85 percent of those who taste our cakes end up buying from us," Jones said.

A third part is traditional catering in which Jones and freelance assistants prepare food in his kitchen and take it to an off-site location, such as events for companies and individuals.

The fourth component- and the one that Jones hopes will account for 65-70 percent of the business- is catering and hosting events at his Kirkland location. "This separates us from other Eastside catering firms because they don't have their own event hosting spaces. I am able to meet with individuals and groups, create a menu and plan a celebratory event in our location.

"We want to focus on celebrating with our clients. We want to make sure they feel they are the only event happening with our firm."

The 1,400-square-foot room for events is set up for wireless access and has a video projection system. Potential users would be companies that want to hold a breakfast meeting at a place away from the office, or individuals celebrating events such as a bar mitzvah, according to Jones.

One of the biggest obstacles to developing an onsite events business is Starry Nights' location. It's at the end of a building in a light industrial section of Kirkland next to Northeast 85th Street. "Once they get past the parking lot, they'll enter an elegant bistro. It is sophisticated."

Jones said the top challenge is to get the word out. He's targeting business contacts and people with disposable income who enjoy good food and wine and have something to celebrate. "We can set up for a sit-down dinner for 50 or a cocktail party for up to 100," Jones said.

Equipped with a graphic arts degree from the University of Washington and eight years of design experience, Jones yearned for something more fulfilling. He and his wife, Denise, had traveled and enjoyed the combination of food and celebration in other cultures. In 2004, he decided to be a chef.

Methodical by nature and training, Jones spent a year doing research and interviewing chefs. He wanted to know how best to get started and establish his career.

Jones wanted a top culinary education but couldn't afford the time or expense. During his research, he contacted Gabriel Claycamp, who teaches cooking classes at Culinary Communion in West Seattle. Jones became his apprentice in exchange for receiving culinary training. Jones also teaches classes at the school.

"I knew I didn't want to work in or own a restaurant," Jones said. "I liked catering from the beginning because it's more planned out and individualized when you meet with clients."