Behind the Ropes: Why Experience is the Best Ingredient in Hospitality (and Merch)
Over the holidays, I had the pleasure of interviewing Vera Stewart, of VeryVera fame, about her business, VERA Hospitality. Showpony & Wier/Stewart partnered with Vera Hospitality to create a client gift box in anticipation of the tournament held in April every year.
Carl Tyson: You’re most well-known for your culinary skills, and as we’re finishing up the holidays, I thought it would be fun to ask, what is the signature dish in your household that everyone looks forward to?
Vera Stewart: Every member of our family does “Pluck-it Cake.” It’s a recipe that has been in our family forever. Now that my children are grown and married, everyone makes it in their own homes. It’s actually turned into a contest to see who made the best one! It’s one of the signature recipes in my next cookbook, Generations, which comes out in February. The book is all about how food becomes the tradition. It’s not about the silverware, it’s about those recalled dishes that make the holiday what it is.
Carl: Speaking of traditions, let’s talk about the gift box sent out to your hospitality clients. What was the inspiration behind this year’s “Caddie” theme?
Vera: We are always in competition with ourselves to create a “wow factor” that tops the previous year. My original thought, having been in business for 42 years, was for a theme with a vintage Cutlass 442, but the team at Showpony suggested the “Caddie” as a symbol. It’s the perfect metaphor: the caddie knows the rules, chooses the right club, and stays behind the ropes. The yardage book we created was the crowning moment. It used phrases like “It’s all in the approach” and “She’s the driver” to describe how we handle events.
Carl: You’ve been in business for 42 years. How does that experience translate to the service your clients receive today?
Vera: Experience matters because there isn’t a situation we haven’t handled. All caterers know how to cook, but do they know what to do when a warming drawer stops working? You don’t panic; you grab chafing dishes, Sternos, and create your own solution. That preparedness is what makes the experience seamless for the guest. When hospitality is your craft, you become a student of the game. You notice if a plate is served from the correct side or if the ladies were served first.
Carl: What kind of feedback have you received since the boxes hit the doorsteps of your tournament clients?
Vera: It was all about the creativity. These are businessmen and wealth managers who have seen every kind of presentation, but they were wowed by the yardage book. It perfectly defined what VERA Hospitality does: we are your caddie during the tournament. We handle the driver, the car, and the environment so the client doesn't have to.
Carl: It is those small touches, knowing the proper way and traditional etiquette, that show you truly care. It’s been a pleasure, Vera.
Vera: I’m so proud of what we delivered. It isn’t always easy to pull off, but the answer for me is never to quit, the answer is to get it right!
Vera’s box reflects a meticulous approach to detail and curation. Each box was fitted with precisely cut custom turf inserts, provided by SimTurf, which established the setting the moment each box was opened. Chocolate golf balls from local chocolatier La Bonbonniere and delicately iced “sandwich” sugar cookies reinforced the box’s caddie theme with subtle craftsmanship. Each element feels considered and aligned with Vera’s longstanding experience in hospitality.
Vera prioritizes regional partnerships, sourcing goods that complement her handcrafted approach. This year’s box included tournament-inspired snacks from Corks Popcorn (Statesboro, GA) and Lowcountry Kettle (Charleston, SC) alongside course-ready coffee blends from Front9 Coffee Co. in North Augusta. Showpony worked directly with Vera and her team on custom Augusta, Georgia branded items including binoculars, umbrellas, and golf tees; practical additions that reflect the preparedness of a seasoned caddie. The package is anchored by Vera’s Yardage Book, a custom print piece outlining her hospitality services and serving as a thoughtful guide to an elevated tournament week experience.
We were honored to help bring Vera’s vision to life, and we’re always excited to collaborate with teams who care as deeply about the experience behind the merch as they do about the moment it lands on the doorstep.
