Roots are the foundation of growth

I’ve wanted to change our industry since I entered the workforce.

I’ve had a passion to lead since I was a teenager.

I’ve been an entrepreneur since I was a young lad, even though I didn’t understand what it meant at the time. 

What do all three of these statements have in common? 

Each of them represents an idea that in its infancy didn’t have any merit and I didn’t have a plan of how I was going to move forward. I had neither a plan nor the life experience or education required to execute these ideas. 

Fast forward to 2021

I have a wealth of life experiences that have shaped who I am, how I lead, where I want to go, and how the team we've built is going to get us there. 

To understand me and our company's goals, we have to look at my childhood

I grew up in the small town of Wallaceburg, ON. in an entrepreneurial family. My grandparents owned and operated multiple businesses in their lifetimes, and my parents owned and operated the town's tourism hub, a hotel, and a convention center. 

The facility encompassed so much more than hotel rooms, a restaurant, and an event space. It was an integral part of our community and one of the most important lessons I’ve learned that I want to share. The business was never designed to create exponential profits.

The return on investment was the community's engagement. 

How did that impact the business? 

Loyalty. My parents understood one simple thing that I have come to believe as a core value today.

Value first. Profit second. 

• In the restaurant, the food was reasonably priced, consistent, and matched the desired food offerings the customers in our small town were after.
• In the conference center, the pricing was socially conscious and catered to the community and gave breaks to charities, associations, and causes.
• In the hotel, local business was supported as suppliers, customers, and staff came to town. 

The outcome was consistent and moderate financial success, along with overwhelming social impact.

The lesson was simple: you don’t have to measure your success by the size of your bank account.

I believe the next generation of entrepreneurs will be tasked with running responsible businesses. The internet has educated the consumer in all segments. It’s easier to recognize business models, pricing, and businesses that are taking more than they are giving. 

Are you participating in conscious business?

Does your team or leaders recognize the goodwill opportunity of their business?

Are they ignoring it? 

If you are a member of the event industry, you need to understand the relevance this has to your business. If you ignore it, you might not see the impact immediately, but the consumer will and will continue to challenge you to provide an ever-increasing value.

Our industry needs leaders. Be a Boss. Not a Follower.