Start Local: The Key to Successful Business Development
When it comes to business development in the hospitality industry, many firms set their sights on the glitz and glamour of global projects. And why not? Designing five-star hotels in exotic locations is a thrilling achievement. But in our race to the top, there’s a critical element we often overlook: our own backyard.
I learned this lesson firsthand during my time at the world’s largest interior design firm. We were designing luxury properties across continents, yet I was struck by a piece of feedback that shook my perspective. Someone told me they didn’t even realize we still had an office in Atlanta. It stung. How could we be so globally renowned yet invisible in our own city? That moment was a wake-up call—and a powerful reminder of the importance of starting local.
The Local Advantage
Your local market isn’t just a stepping stone; it’s the foundation of your business. By building strong connections within your community, you create a ripple effect that can propel your firm toward long-term success. Here’s why starting local matters:
Reputation and Visibility: Being recognized as a key player in your hometown establishes credibility. People trust businesses that are active and visible in their local communities.
Relationship Building: Local connections are often more personal and enduring. When you nurture relationships with nearby clients, vendors, and partners, you create a network that supports your growth.
Opportunities You Might Miss: While chasing distant projects, it’s easy to overlook opportunities close to home. Local work can lead to valuable word-of-mouth referrals and repeat business.
How to Start Local
If you’re ready to focus on your local market, here are some practical steps to get started:
Get Involved in the Community: Attend industry events, sponsor local initiatives, and participate in community activities. Whether it’s sponsoring a local event, volunteering with industry groups, mentoring young designers or collaborating with nearby vendors, being present makes a difference.
Leverage Local Networks: Build relationships with local architects, developers, management companies and operators. These connections often lead to introductions and projects you wouldn’t find otherwise.
Embrace Local Projects: Take pride in designing spaces that reflect the culture and identity of your city. Whether it’s a boutique hotel or a community center, these projects can showcase your firm’s unique perspective.
Stay Top of Mind: Share your local successes through social media, newsletters, and press releases. Remind your community that you’re not just designing internationally but also creating meaningful work at home.
A Balanced Approach
Starting local doesn’t mean you have to limit your ambitions. Think of it as building a strong foundation. When your local reputation is solid, it’s easier to expand outward. Global projects are exciting, but they should complement your local presence, not overshadow it.
The Takeaway
The hospitality industry is all about creating connections, and that starts at home. By prioritizing your local market, you not only strengthen your community ties but also set the stage for sustainable growth. Whether you’re designing a five-star hotel across the globe or a boutique property down the street, the key to lasting success is to remember where you came from.
So, take a moment to look around. Who in your city needs your expertise? The opportunities are closer than you think.
