The 85th Hotel Ezra Cornell, centered around the theme "Managing Through and Thinking Forward: Opportunities for Innovation in the Down Economy," will be held April 8-11 at the School of Hotel Administration (SHA).

"This year, we decided to focus on the issues that are really affecting us. With many of us graduating in May, the students want to know how companies are dealing with the tough issues and using this time to innovate and come out ahead," said HEC managing director Cathy Popp '10.

A few of the topics panelists and speakers will address:

• Where's the Bottom? Charting a Recovery. Where have we been, and where are we going? Economist Doug Holtz-Eakin and Mark Lomanno, president of Smith Travel Research, will discuss the current economic situation and its effect on the hospitality industry. Bill Carroll of SHA will moderate.

• Standing Out in a Down Economy. How can food service companies continue to differentiate themselves in the current economy? Drew Madsen, president and chief operating officer of Darden Restaurants, will describe how he is strategically positioning his company's vision and goals in the current market.

• What Customers Want. SHA Dean Michael Johnson will speak about how to best manage changing consumer needs, how to learn from past trends in consumer behavior, and how to provide a service consumers really want.

The program will also feature a deductive wine tasting with connoisseur Greg Harrington '92; an E. Guittard chocolate demonstration; a tea tasting by John '56 and Michael '77 Harney; an HEC Open House Tour; a Student Concept trade show; and meals prepared and organized by the students.

HEC is an annual, weekend-long educational conference hosted by the students of the SHA for leaders of the hospitality industry. The weekend is designed to allow students to practice the skills they have learned in the classroom and to showcase their talents to industry professionals.

For more information or to register: http://www.hotelschool.cornell.edu/academics/hec/.