RIA clients get a lot of questions, information and tips from us. We collect trend information for pitching to media, we collect fun facts for including in our concierge newsletter, we collect various what-have-yous for tweeting. 

Last week, we sent out a reminder that chefs should really be thinking about Valentine's Day 'round about now. Cue chef eye-roll and snippy retort,"Why? That's stupid. We sell out every Valentine's Day and don't do that cutesy shit anyway, Ellen."

Grasshopper, my friend, you still have much to learn.
1. You've got a pastry chef who can use some press.
2. Journalists write about pastry chefs for their Valentine's Day issues.
3. Big journalists are probably starting to think about Valentine's Day now.

I shoulda shot the video of the chef as he processed the information. It was as if fhe had received the call from Columbus himself with news that, in fact, the world is not flat and the ship didn't fall over the edge.

Chefs: Don't just think about press the day you wake up and realize your event isn't selling.