Not on Instagram yet? Been a while since you updated your Facebook page? You’re missing a trick! Social media marketing is one of the most cost-effective ways of reaching your audience, as well as building brand loyalty. If you’re serious about providing your customers with the very best possible experience, as well as raising your visibility among your target audience, social media is a must. We’ve put together a few of the points that prove social media is an absolute essential for successful restaurant marketing.

1. Social Proof

Customer feedback and reviews create social proof, building trust in your brand. In fact, reviews are one of the key drivers for decision making when it comes to product purchasing, especially in the hospitality industry. With some sources suggesting that potential customers give online reviews the same weight as a recommendation from a friend, it makes sense to encourage as much public feedback as possible. Encouraging customers to share pictures of your dishes on their social media (especially Instagram), is also a fantastic way to let more people know just what delights are in store when they choose you for their next meal out.

2. Be Part of What’s Going On

From celebrating the seasons and national festivals with your audience to current world events or local news, social media gives you a unique opportunity to tailor what you offer to suit your audience’s needs, mood and expectations. It also provides an excellent chance to raise awareness of what you’ve got on offer and how it might benefit customers. Social media gives you the chance to connect with your audience on a deeper level than business.

3. Interaction & Connection

Few things build brand loyalty as much as interaction, which is precisely what social media marketing for restaurants encourages. From reviews through to comments, competition entries, features to share and more, social media posts provide prime content for your audience to engage with and feel connected to your business.

4. Keep Your Audience Informed

Whether it’s an emergency update to inform customers about an event that may impact on their visit (for example roadworks, refurbishment work, extreme weather or some other incident), a reminder to book early to avoid disappointment or an announcement regarding a time-limited offer, social media is a good way to quickly provide your customers with vital information.

5. Social Media is Cost-Effective

PPC, SEO and similar tactics all require a considerable amount of technical know-how, as well as a significant financial outlay. In contrast, social media is extremely easy to use (the majority of restaurant owners or proprietors will already have social media accounts – business accounts are no different) and also FREE. Although someone needs to put the work in by making regular posts, commenting appropriately and responding to customer feedback, social media for restaurants is an extremely cost-effective option.

Social media for restaurants is a proven way of attracting trade and increasing repeat business. Give it a go and see the benefits enhanced social media engagement can bring. Get in touch with us today on


Jane Newby

Marketing Assistant

Preston Marketing Agency Invoke Media Invest In Expert Sleep Consultation For Staff & Clients.

Cotton Court Business Centre based Invoke Media has commissioned sleep experts Sleephubs to undertake an assessment of their team and clients. Participants will conduct an online sleep checkup and a week-long sleeping habits evaluation, before undertaking the scientifically-backed Somnify course to improve the quality of their sleep.

The move comes as Invoke Media takes a more proactive approach to the wellbeing of their team and clients, as part of their new wellness initiative. Employees already benefit from free gym memberships, and there are future plans to expand the support provided to staff and acknowledge the link between physical and mental health.

Lack of sleep can cause serious health issues and reduce productivity

Invoke Media Director Jack Barron said:

“The health benefits of sleep can not be underestimated, both physical and mental. Employers have a legal and moral obligation to the health and wellbeing of their team, and with the direction that legislation is taking, that obligation will only increase. Sleep is however often overlooked when it comes to company wellbeing and health policies.

Sleep is crucial to our mental health, physical recovery, memory formation, productivity and overall health and wellbeing. It should be at the top of every employer’s agenda, if not out of the goodness of their heart, for the benefit of their bottom line.

Tired people make mistakes, take more days off and produce less work at a lower quality than those who are properly rested. It’s time we acknowledged sleep and the impact it can have on business, big or small”.

Economists predict that poor sleep accounts for 200,000 lost working days each year. That, combined with the negative impact on productivity, amounts to an estimated annual loss of £40bn to the UK economy, that’s around 2% of GDP. 

The impact on business is clear, but the impact on individual health and wellbeing is staggering. Sleep is a biological necessity and short sleep predicts a short life according to neuroscientist and sleep expert Matthew Walker. Along with increased mortality, there is an increased risk of cancer and Alzheimer’s, negative effects on the immune system and poor mood regulation. With the World Health Organisation classing night-time shift work as a probable carcinogen, the problem is clear. 

Invoke director Jack, who is currently studying for a Masters in Psychology at the University of Central Lancashire has a personal interest in the topic. He said:

Invoke Director Jack Barron

“I’ve undertaken my latest masters degree with a keen interest in cognition, memory, habits, sleep and productivity. As someone that generally gets no more than 5 hours sleep a night, I know I am doing myself and my business a disservice and I’d like to lead the way locally in putting sleep and positive foundational habits at the top of the business agenda.

After visiting the Sante Group, a health, wellness and employee benefits business based in Fulwood, and seeing their attitude to wellbeing, I’ve decided to make proactive movements with my own business. I don’t just want it to stop at our team, I’m opening this up to our family of clients and I’d like to offer two spare spaces to Lancashire business owners and entrepreneurs free of charge, to hopefully help them and their businesses too”. 

The course, which is fully funded by Invoke Media costs around £150 per person, leverages the knowledge and experience of an international team of sleep experts. 

Participants will attend a one-hour event at Cotton Court on the 3rd of March, where they will be briefed by Sleephubs founder Charlie Oulton. They will then track their sleep habits for a week, before submitting their results and receiving an online consultation with the Sleephubs experts. Finally, they will undertake a bespoke course over a number of weeks, which experiences success rates of over 80%.

If you would like to apply for one of the two places, you must be a Lancashire based business or entrepreneur and be available to attend the event on the afternoon of 3rd March. 

You will first need to undertake the free Sleephubs checkup at and then send a screenshot of your results to 

Further Information

Invoke Media is a marketing agency based at Preston’s Cotton Court Business Centre after moving from Manchester in 2018. The boutique agency boasts local clients such as the San Marco Group of restaurants, healthcare insurance provider Nugent Sante and the North and Western Lancashire Chamber of Commerce.

Press Contact:

Kirsty Doyle, Marketing Executive



01772  921 109

Read Time: 4 Minutes


For independent travel businesses, competition with major online travel agents can be fierce. Often, these operations run on a large scale and can reach a broader customer base, and as a result, pose significant challenges to the rest of the travel industry. 

For many customers, OTAs offer convenience and access to discounted holidays as well as the ability to compare offers. These may be the key factors that attract customers. However, customer service is still significant to many people. And this is the point of difference that independent travel businesses offer. 

To compete, however, it’ll take more than excellent service. You need to focus your attention on providing a combination of automation, personalisation, remarketing, and work on attaining multi-channel exposure. 

In short, to fight the dominant OTAs, you need to invest in your online presence. 

Streamline Your Operation With Automation 

Automation will be a key element in the transformation of your business. This means reviewing your processes and seeing what can be made more effecient. How can you make your operations smoother so that you can pay more attention to your customers? 

Including a personalised touch to your automation will allow your customers to retain the feeling that they are still valued and are receiving the best service possible. 

To automate your travel business, you should look at finding a single platform that can handle all of your business operations in the simplest possible way. This means a full integrating CRM functionality within your business platform. 

The technology that you use should be able to handle every aspect of your travel businesses process, including: 

  • Lead generating 
  • Responding to customer queries 
  • Taking bookings
  • Managing inventory
  • Taking payments
  • Creating sales reports

Take a Multi-Channel Approach 

To achieve maximum success with your automated systems, your CRM needs to be mobile-friendly. 

Mobile browsing accounts for more than half of web traffic, and customers will often book their holidays straight from their smartphone. In fact, the smartphone booking percentages rise closer to the date of the holiday it is. Don’t miss out on this important market share. 

Linking your service with a mobile app will improve the customer service experience while allowing you direct access to engage with your customers, and learn more about their habits and preferences. 

Having this type of technology and customer information at your disposal will make it easier when remarketing any leads have not led to a booking. 

Successful Marketing and Remarketing Using Customer Personalisation 

When improving the digital experience that your travel business offers, look for ways to create a personalised experience for your customers. This means searching for ways to engage in a meaningful way. 

Throughout the booking process, there are multiple opportunities to have automated emails and messages sent to your customers. These may include: 

  • Booking confirmations
  • Payment received messages
  • Bon voyage messages

You could, however, tailor some more personalised content that will add value to your customers. This could include: 

  • Suggestions for places to visit on their holiday 
  • Packing lists
  • Weather forecasts for the date and location of their holiday
  • Advice on visas and vaccinations 

But don’t just stop at getting in touch before their holiday. With many customers keen to book their next holiday immediately after the last one, it’s always a good idea to have automated emails sent out asking for feedback on their holiday. 

Travel marketing should not just be about making one booking. If you have promotions for returning customers or a loyalty scheme, a great chance to promote these is when asking how a customer’s holiday was. 

Make Life Easier for You and Your Customers

By developing a convenient multi-channel experience for your customers, you will be ensuring they can easily book with you, whether from a desktop site, their web browsers, or a smartphone app. 

But investing in that point of difference and finding ways to personalise the experience at every opportunity will help to remind your customers how important they are to you. It will be this that keeps your customers coming back time-and-again when you retarget them through your end-to-end system with CRM.  

Investing in technology and automation does not need to lead to a soulless experience for your customers. Remember to add your brand’s personality into everything that you do. 

Travel agent marketing using this type of automated system will save you money. You’ll be able to deliver a higher standard of personalised experience without having to worry about the additional expenses required in hiring a large team of customer service advisors. 


Jack Barron


Starting his marketing journey at age 15 promoting music events, Jack went on to plan, market and execute his own events before joining the British Army and serving two front-line tours of Helmand Province. Upon returning to ‘civvy street’ he set up Rebel Marketing to provide marketing consultancy services to the events industry. At around the same time, he undertook an Events Management Degree at the University of Central Lancashire, attaining a 1st Class (Hons) Bachelor Degree, before moving to Manchester to work as the digital marketing manager for a city centre agency specialising in financial services marketing, eventually becoming their marketing director.
Whilst there he undertook an MSc in Marketing Communications at Manchester Metropolitan Unversity before reactivating and rebranding Rebel Marketing as Invoke Media in 2015. After moving Invoke Media to his hometown of Preston in 2018 to support the development and growth of the area, he has since started further studies and is due to complete another MSc in Psychology from the University of Central Lancashire.
Jack is passionate about marketing and helping small to medium-sized businesses thrive. His experience working in the fast-moving events industry from a young age, along with a strong drive and discipline fostered by his time on the front line, all contribute to the work ethic and values of the company.

How many times have you given a piece of advice to a friend, to then not follow it yourself when the time comes?

I don’t have enough fingers and toes to add those occasions up, and I’m going to be bold and say that the same could be said for most people. The fact is, it’s very easy to give advice in hindsight or from an objective viewpoint, but when you’re in the ‘here and now’ or heavily involved in something it’s a completely different matter. It’s almost as though we’re blind to our own reasoning and common sense.

We’re All Hypocrites

The fact is, we’re all hypocrites to some degree, not one of us is perfect. I’ve done things that are so completely out of line with my morals and views it has shocked me, and I’ve made decisions that feel like they were made by a completely different person. When this happens you get that uneasy feeling, like everything in your mind is misaligned…that’s a psychological phenomenon known as Cognitive Dissonance. 

It’s the stress you experience when you realise you hold two contradictory beliefs or values, or have done something against what you believe. It’s your mind trying to make sense of what you’ve done justify your actions to make yourself feel easier and balance out the uneasiness. I’ve had it this week.

Being self-aware and accepting that you don’t always follow your own rules and morals is healthy. When you feel that cognitive dissonance discomfort and try to justify what you’ve done, or not done, you have a choice. You can make excuses or you can take stock of the situation and hold yourself accountable. If you choose the latter and acknowledge the problem, you’re taking steps to stop it happening again and you’re learning from your mistakes. I believe it’s a crucial part of having a growth mindset.

I’m going to bring this back to business now before I start incriminating myself or ruin any friendships, but the idea is the same.

Over the years as a marketing consultant, I’ve given loads of great advice to clients, and it’s worked. I’ve leveraged years in the industry and a masters degree in Marketing to provide the best advice and solutions for people. That has continued as the business has grown and the team has expanded to create the boutique marketing agency we now operate here in Preston. But do I always follow it?

In short, no. 

Jack Barron, Invoke Media Director and Self-Confessed Hypocrite

I’m passionate about the work we do for our clients and the results we create, but being caught in the ‘here and now’ of those campaigns has meant that my own business has suffered and we’ve not done some of the basic things that we advise and execute for our customers, and that bothers me. 

We manage many social media channels on behalf of our clients and promote the benefit of regular posting of quality content, but if you were to look at our own Facebook Page for example, you will notice that we went through most of January without a post. Now that could partly to be with a great festive period and the extremely long hangovers I’m cursed with these days, but it’s not aligned with what we believe and what we advise.

Google Reviews….we generate thousands of reviews on Google, Trustpilot and Tripadvisor for clients, but our own reviews are limited, to say the least. The important thing is they’re all five-star reviews, but still…we should be practising what we preach and provide to our clients.

It’s About Trust

It’s more than just having a growth mindset and feeling good about the things we do though…it comes down to authority and leading by example. How can our clients have trust that we will provide the results they need if we aren’t demonstrating them ourselves? Anyone can share marketing advice, it’s easily found on the Internet, but are they actually able to execute it and are they practising it themselves? It’s about the proof in the pudding, and leading by example…something I have always prided myself on. 

A few weeks ago I conducted a competitor analysis for a client and identified some issues with their Google My Business listing. Living by our core values I thought I would hold myself accountable and check our own with the same competitor analysis framework. To my dismay, it had our Manchester phone number, old images and other wrong information. The cognitive dissonance kicked in, I tried to internally justify why it hadn’t been updated and started to look for people to blame, but I checked myself and remembered that the buck always stops with me…and in fact, it’s my job to sort it anyway. I fixed it there and then, and in doing so have seen a marked improvement. 

The fact is, we are never going to fully live by the advice or morals that we think that we abide by. Life is complicated, so is business. We get carried away with the day-to-day and forget some of the foundations of who we are or what we do. The important thing is understanding that this happens and acknowledging it when it does so that you reduce the chances of it happening again or mitigate its effects. 

Taking Action

I now dedicate one day per month to checking everything we do…from going through our subscriptions to auditing our website and checking our Facebook Page is up to date. The ‘Do Not Disturb’ sign goes on the door, the blinds go down and my email alerts are turned off. That’s my excuse anyway, my Internet history might tell a different story. I joke. I go through it all, and I always find something that needs changing or could be improved.

What I’m trying to get at is, if you don’t practice what you preach and hold yourself to account…how will your customers trust that you’re as good as you say you are? How can you do a good job for them when you can’t do it for yourself? Take the time to step back and look at your own business, hold it to the same scrutiny as you would a competitor or customer and make the necessary changes. Do it regularly. 

Practising What I Preach – My Promise to You

I’m going to practice what I preach in this very blog and make some public commitments that I/we as a team can be held accountable for:

  • At the time of writing, we have five 5* Google reviews. By the end of March 2020, we will have increased that to a total of fifteen genuine 5* reviews.
  • We will have posted at least 3 times per week on Facebook, LinkedIn and Twitter, without sacrificing quality.
  • I’ve been wanting to run a marathon for years, I will have booked on a full marathon for some time in 2020 by the end of February.

Feel free to hold me to account and pull me/us up if we don’t.


Contact us:


Jack Barron


Invoke Media

01772 921 109

Invoke Media Retires Flagship Virtual Marketing Service

Preston based marketing agency retires its successful consultancy service 

Preston based marketing agency Invoke Media have announced that they are retiring two popular services to make way for strategic growth. 

The Virtual Marketing Director and Virtual Marketing Manager services provided businesses in the North of England with marketing director or manager level support at a fraction of the cost of hiring; embedding a member of the Invoke staff with an existing business marketing team for a set number of days each month to support campaigns or upskill existing talent.

The service which has proven extremely successful has been running for two years, servicing clients across multiple industries, but is now being retired to make way for new services and to react to market demand.

Invoke Media director Jack Barron explained:

Invoke Director Jack Barron Consults with Client

“We’ve been running the virtual marketing services for a couple of years now and they’ve been a great way for us to support businesses across the region. We have recently undertaken a strategic review and assessed the needs of the market, culminating in our ‘Invoke 2020’ initiative. 

It’s an exciting initiative for us with some great opportunities for local business, making Artificial Intelligence, Messenger Marketing and Lead Generation available to businesses of all sizes. 

Unfortunately, in order to bring in the new, we need to do away with the old and retire some of our legacy services. This isn’t just to free up capacity, but also to account for the changing nature of the market, and where we sit as a business within that market”.

In recent years Invoke has led the way with innovative messenger marketing campaigns across multiple industries, and have recently delivered a campaign that utilises artificial intelligence to handle customer service enquiries and secure bookings. 

Existing users of the virtual marketing services being retired will not be affected, with the option being provided to switch to a new service when their agreement is due for renewal. 

A press release to mark the launch of a new suite of services is expected soon.

Further Information

Invoke Media are a marketing consultancy based at Preston’s Cotton Court Business Centre, having moved from their Manchester base in 2018.

Specialising in consultative strategy, paid social advertisements & lead generation, they serve a range of local and national clients across both B2B and B2C markets.


Press Contact:

Jack Barron, Director



01772  921 109


Read Time: 6 Minutes


The hotel industry is competitive. And, when you’re competing against the likes of Airbnb or major budget hotel chains, it can be hard to attract guests. 

But there are ways that you can make your hotel stand out. Investing in the right marketing strategies can make a huge impact in overcoming the challenges of the competitive market. 

So how do you go about coming up with marketing strategies that will make a difference to your business? 

Here are nine ways that you can market your hotel. 

1. Use Search Engine Optimization 

One of the best ways of attracting attention to your hotel is by making sure your website is at the top of the search engine results pages. 

This means investing in search engine optimization (SEO).  

Use the right keywords, working on your sites page loading speeds, and use local SEO techniques such as getting your hotel listed with Google My Business, amongst many others. You may want to enlist the help of a marketing agency if you aren’t particularly tech/marketing savvy.

Whilst SEO is definitely a strong tactic to pursue, it’s worth noting that it is a slow burner and there are no guarantees that you will achieve the desired ranking. That being said, with the right approach this can be one of the most cost-effective and long-lasting tactics to employ to increase your hotel bookings.

2. Paid Social Media Ads

Social media ads on sites like Facebook and Instagram will let you directly target the types of customers that you want to attract to your hotel. 

Instead of posting an ad online, that is destined to reach a set amount of random people, using targetted ads will allow you to post ads onto the news feeds of people who fit a certain demographic. 

Work out who your ideal customer is, and they target them. You’ll see a much greater return on your marketing spend by using this efficient marketing strategy. 

Paid Social is a great way to cost-effectively reach out to the masses but beware of spending money willy-nilly. Paid social advertisements can be a money pit for the less experienced, especially if they’re blinded by vanity metrics that don’t turn into paying customers! If you’re not an experienced paid social advertisement marketer then we highly suggest speaking to one before starting any campaign.

3. Remarketing 

Do you know how many customers abandon their bookings on your site? And, what makes them leave your site without booking a room? 

Sometimes it’s because the competition offered a better deal, but in other cases, they may have been distracted and forgotten to complete the booking. 

Using the digital footprint left by these customers, it is possible to re-engage them through remarketing. 

Have you ever looked at a pair of shoes online and then been presented with the same pair (or similar) across multiple digital platforms? That’s remarketing/retargeting for you. It’s a great way of sweeping up those people that didn’t convert, those that got distracted and those who just plain forgot to book! Grab them before they land on your competitor’s website.

4. Generate and Nurture Leads

There are several ways of generating hotel leads. You could use social media posts, engage with hotel reviews, post blogs, or get involved in the local community. 

One of the most effective ways we’ve secured leads for customers is through a combination of paid social advertisements and messenger marketing. Running competitions to capture data of those within the target audience or retargeting website visitors who simply forgot to press the ‘book’ button.

The idea is simple…capture their information (with consent) and then develop trust.

Once you have a lead, you need to be able to nurture and foster a level of trust between each other, until they either feel confident enough to part with their money or the time is right for them to book. This may be done by sending emails or by using specific, targeted, dynamic ads on Facebook. 

5. Incentivise Your Customers 

Everyone loves something for free. Whilst you may not be in a position to give away a free stay to everyone that you speak to (you are a business after all!) you could certainly make them feel special with a discount, room upgrade or loyalty scheme.

Give your guests a reason to book with you rather than your competitors, make them feel special and develop a long-lasting relationship.

You may want to give first-time visitors a discount of 10%, or reduced rates for booking a second night. You may want to throw in a bottle of something fizzy upon arrival, or include tickets to a local show…whatever you can think of that has value to your customers.

A caveat…if your hotel is high-end or considered premium, giving incentives might make it appear cheap or damage the brand. That doesn’t mean you can’t still do it though…give them a reason for your incentives such as celebrating your business’s birthday year, helping our specific industries such as emergency services or other key workers. Maybe you want to celebrate a national awareness day or gift newly married couples…maybe all of the above. It doesn’t really matter, the concept is simple. Remove the negative effect of incentives of your brand and shift the purpose of them from being a tool to secure their custom, to you rewarding them for something specific. It’s much more effective and provided it is done right (and tastefully!), it can really help to make your business like more caring and philanthropic.

6. Know Your Peak Booking Seasons

It is essential that you know when your busiest season for people making bookings is. This will allow you to plan your hotel marketing calendar. 

When it comes to peak booking season, you should be increasing your marketing spend to coincide with this. Start placing your ads ahead of the peak. 

Using ad schedules will help you manage your marketing calendar. 

7. Stay in the Front of Your Customers Minds With Email 

There are lots of chances for you to get in touch with your guests via email. If they’re staying with you soon, in addition to the booking confirmation emails, think about sending out emails suggesting places to visit when they’re in town, reminders of what they should pack, or even an update on what the weather forecast is set to be during their stay. 

Once they’ve been and stayed with you, email again and ask for feedback on their visit, then, email them whenever you have an offer that may interest them. 

If you’ve generated leads from marketing campaigns and they’ve never actually stayed with you, it’s great to stay front of mind with these people too!

We all live hectic lifestyles with multiple commitments, people look for quick solutions and the least path of resistance when arranging their plans. By providing them with a simple and timely option to book their hotel, delivered straight to their inbox and sorted in just a few clicks, you dramatically increase your chances against the competition.

It’s worth also noting that people aren’t always ready to make a purchase when they researcgh their options, and in fact, they will likely research multiple options when looking for a hotel (including your competition) by reminding them who you are and positioning yourself as a helpful, caring hotel, you increase the chances that you’re going to be the first people they think of when they are finally ready to book.

*Update. We’ve recently written an article on Front of Mind (FoM) awareness and the impact it can have. Read it HERE.

8. Build Connections With Partner Businesses 

By building up connections with other local businesses, you’ll be able to work together to combine your marketing efforts. 

For example, you could work with local restaurants or bars, or even connect with local tourist attractions or tour businesses. By teaming up together, you’ll be able to offer each other discounts on their services to your visitors, and they would do the same for their customers. 

Remember what we said earlier about incentives? Why not work with local providers to get those incentives for your potential customers (free or at low cost to you), and help support the local economy?

9. Improve Your Website Design 

An attractive website is something that will help bring visitors to your hotel. If visiting your website feels like an experience, this may translate into the idea that a visit to your hotel will be too. 

While you do want to grab the attention of visitors, you will need to make sure that you make sure your website is simple to use and easy to navigate. You need to make it as straightforward as possible for users to book their stay. 

It’s all about user experience…if it loads too slowly, looks unprofessional with lots of spelling mistakes and low-quality images and it isn’t clear how to move around the site…the chances are they’re going to go somewhere else within the first ten seconds.

We’re more than happy to discuss any part of the above blog in relation to your business, without obligation or charge. We believe in adding value long before any commercial conversation or transaction, it’s part of our core values. Please feel free to get in touch and we’d be happy to help you wherever we can. Just email us at:


Jack Barron


Starting his marketing journey at age 15 promoting music events, Jack went on to plan, market and execute his own events before joining the British Army and serving two front-line tours of Helmand Province. Upon returning to ‘civvy street’ he set up Rebel Marketing to provide marketing consultancy services to the events industry. At around the same time, he undertook an Events Management Degree at the University of Central Lancashire, attaining a 1st Class (Hons) Bachelor Degree, before moving to Manchester to work as the digital marketing manager for a city centre agency specialising in financial services marketing, eventually becoming their marketing director.
Whilst there he undertook an MSc in Marketing Communications at Manchester Metropolitan Unversity before reactivating and rebranding Rebel Marketing as Invoke Media in 2015. After moving Invoke Media to his hometown of Preston in 2018 to support the development and growth of the area, he has since started further studies and is due to complete another MSc in Psychology from the University of Central Lancashire.
Jack is passionate about marketing and helping small to medium-sized businesses thrive. His experience working in the fast-moving events industry from a young age, along with a strong drive and discipline fostered by his time on the front line, all contribute to the work ethic and values of the company.