Make the Time

One of the most common complaints I've been hearing from hospitality leaders lately is that they have a laundry list of things that they want to do to move the business forward, if only they had the time. I hear stories of cookbooks in the making, new spinoff businesses and second labels, more focus on outside events and catering, and revised sales programs. All great ideas!

Restauranteurs and winery leaders are inspiring, brilliant, and creative beings. However, following up on those great ideas is often a challenge. Here in Sonoma Valley, we're in the middle of the "off season," which means restaurants and wineries are keeping labor costs low, limiting hours of operation, and counting the days until the tourists come back. Many are so anxious by what's not happening that they guilt themselves out of making the time to make new things happen.

Being a business owner myself, I know how easy it is to let the despair set in when business is slow. When I first started as a marketing freelancer 15 years ago, I would write like a fiend for 60 hours a week, only to white-knuckle it when the contract ended, waiting for the checks and new clients to arrive. Once I realized there's a flow in any industry, I stopped challenging my worthiness and started getting creative, making new connections, and dreaming big again.

The feast-and-famine dynamic of hospitality is real, but if you know your market, you can generally predict the highs and lows. When it's time for feasting, it's all hands-on deck. But when the famine arrives, there's a predictable quiet that makes most leaders uneasy instead of rejuvenating them after a busy season and inspiring them to create.

Slow times are moments to get grounded, to deal with paperwork, to make connections with community partners, to dust off your marketing strategy, and to finally put some of those great ideas into motion. Making the time to move the business forward during the off-season is not only essential for growth (if not survival), but also for giving you the space, time and clarity to tap into the creativity that makes you and your business so special.

If having trouble making time for business development, let's talk.