1 – Q) Kindly give our readers an introduction to your business. Please include what your business is all about, in which city you are located and if you have offices in multiple locations/ cities.
A) In January 2010, Surfside Properties was established on Pensacola Beach, Florida, to provide a more personal experience for condo owners and renters with three principles in mind:
1. Open communication with owners
2. Open communication with renters
3. Cleanliness
In addition to these principles, Surfside sets itself apart by meeting each guest at the door to welcome them to Pensacola Beach and to explain the amenities of the property. We also share our favorite restaurants and attractions. The night before checkout, we deliver hot, fresh chocolate chip cookies with a hand-written thank you note. Our belief is this personal touch encourages our guests to return to your vacation rental and to Surfside Properties.
2 – Q) Kindly give us a brief description about yourself (it should include your brief educational or entrepreneurial background and list some of your major achievements).
A) My degree is in Hotel and Restaurant Management from the University of Missouri – Columbia. After graduating, I worked for the Hyatt Regency Crown Center in Kansas City, Missouri, where I filled many different management roles including Front Desk, Communications, Guest Services, and Housekeeping. The passion I learned while working with Hyatt is what I bring to Surfside Properties.
I come from an entrepreneurial family. My father started an engineering business many years ago and his entrepreneurial spirit was passed down to me. I started my own web-development business in 1997, before many knew what a web address could do; then in 2000, working with my grandmother, I started a business marketing Grandma’s Cool & Zesty Dressing, a salad dressing she perfected in 1957. Ten years later Surfside Properties was established.
3 – Q) What inspired you to (start a new business venture) or (to make significant changes in an existing business)? How did the idea for your business come about?
A) In 2009, we purchased a vacation rental on Pensacola Beach. After 9 months of being disappointed in the level of service offered by the management company we chose, I decided to start Surfside Properties with the goal of offering a very personal service to condo owners and our guests.
One key element missing from the company we picked to manage our place was communication. With Surfside Properties, open communication with our owners and renters is our number one priority.
4 – Q) What three pieces of advice would you give to budding entrepreneurs?
A) 1. Take the chance. Many people have great ideas but are scared to try them out.
2. With the risk comes rewards. While it takes a lot of work to get a new business started, the rewards are limitless.
3. You don’t have to give up your day job at first. Keep the money coming in from your primary job and start your business on the side. By doing so, you don’t have as much financial stress. While it may take longer to get the business off the ground, you will still have an income.
5 – Q) What would you say are the top three skills needed to be a successful entrepreneur?
A) 1. Even during the rough times, keep the principles of the company in mind.
2. Stay positive.
3. Be able to rotate on a dime when necessary but never compromise your beliefs.
6 – Q) How many hours do you work a day on average?
A) When I started the company, I worked as many hours as I could fit in around my full-time job. It was a bit tough for the first few years, but as the company grew, I was able to quit my full-time job to focus on Surfside Properties. When I reached the point where I was able to hire staff members, the hours I worked dropped considerably.
7 – Q) To what do you most attribute your success?
A) My parents instilled in me the drive to be a hard worker. This drive has allowed me to have multiple opportunities over the years to be my own boss. I have enjoyed every one of the opportunities and experiences.
8 – Q) How do you go about marketing your business? What has been your most successful form of marketing?
A) Marketing has always been a huge challenge. Being a small company, we do not have the money to compete with companies like VRBO or Airbnb, so we must work with them to generate bookings for our properties. Additionally, the handwritten thank you notes and the fresh chocolate chip cookies are something that our guest always remember. Frequently, guests tell us that they are booking with us again because they remember our excellent customer service and the special chocolate chip cookies.
To market to potential property owners, I send out letters with handwritten envelopes to attract attention. This has proven to be beneficial.
9 – Q) Where did your organizations funding/capital come from and how did you go about getting it? How did you obtain investors for your venture?
A) While sitting on the beach thinking about the frustrations I was dealing with from the management company I decided to start Surfside Properties. Driving back to Missouri, where I am from, I had 14 hours to think about how I wanted the company to run. After returning home, I told my father all my plans. He and my mother offered to fund the startup of the company.
10 – Q) What is the best way to achieve long-term success?
A) The key to success for my company is to stay true to the principles the company was founded on. In our case that is to always communicate with our owners and renters and always make sure the properties are as clean as possible. Both communication and cleanliness are important to everyone.
11 – Q) Where you see yourself and your business in 5 – 10 years?
A) I see myself in the exact position I am in today working in a position overseeing the operation of the company but relying on great people to take care of the day-to-day operation.
12 – Q) How important have good employees been to your success?
A) It is extremely important to find staff members who buy into the philosophy the company was founded on. As you step back and allow others to step into new roles, you want to be sure the company continues to be successful and the only way to make this happen is to have people willing to put in the work at the same level of commitment.
13 – Q) How long do you stick with an idea before giving up?
A) I never give up on my ideas. At times I realize I might have to make changes along the way but I have learned that if the basic idea is a good one, I can make it work. At times it may be necessary to take a different path than originally planned, but that flexibility and willingness to pivot is part of the process to success.
14 – Q) What motivates you?
A) Money is the strongest motivator for me followed by providing excellent customer service to make people happy. Money allows me to do the things that I want to do in life including travel. Happy people are easier to work with and ultimately, bring in more money.
15 – Q) How do you generate new ideas?
A) Many ideas come from something we see in the day-to-day operation. It might be something is not working, and we need to figure out a better way or it might be a new technology that will provide our guests with a better experience. For example, we found that some guests were looking for an elevated experience. From that we developed our Signature Collection. This collection includes properties that stand out from other places. They include upgraded amenities, upgraded linens and extra items like all smart televisions, two types of coffee makers and tennis rackets and pickle ball equipment if the complex has a court.
16 – Q) How do you define success?
A) Success for me can be defined as reaching a point where you can enjoy life. Whether it be travel or the ability to take time off to participate and enjoy new experiences.
17 – Q) How do you build a successful customer base?
A) Exceed expectations! It is really that simple.
18 – Q) What is your favorite aspect of being an entrepreneur?
A) I love having the ability to take care of the guests as needed. No approval is needed if you want to offer a discount for a problem or buy something the guests need to make their stay better.
19 – Q) What has been your most satisfying moment in business?
A) The number of positive reviews we receive from our guests is extremely rewarding. I love it when they mention a specific event and add the name of the person who went above and beyond to make their stay special.
20 – Q) What kind of culture exists in your organization? How did you establish this tone and why did you institute this particular type of culture?
A) I want the staff to enjoy working for Surfside Properties. I trust their judgment and I allow them to make decisions on their own. I love giving bonuses and raises for being a great employee when the financials allow it.
21 – Q) In one word, characterize your life as an entrepreneur.
A) Two words might be better. Rewarding and some days challenging. Working with the public can be a challenge as you do get a guest that you just can not please once in a while.
22 – Q) How did you decide on the location for your business?
A) When we purchased a beach vacation home on Pensacola Beach, there was no plan to start a business. However, after seeing the shortcomings of the vacation rental company we used for the first nine months, I realized a more personal approach to vacation rentals was needed.
23 – Q) Do you believe there is some sort of pattern or formula to becoming a successful entrepreneur?
A) It is important to not give up. Giving up is easy but sticking with it brings the rewards.
24 – Q) How can you prevent mistakes or do damage control?
A) You can never prevent mistakes; you just have to learn from them. Each mistake is an opportunity for growth and reflection. Can you pivot quickly to turn the mistake into a success?
25 – Q) What are your hobbies? What do you do in your non-work time?
A) Traveling is our biggest hobby. We love to take cruises, camp and always enjoy learning about other cultures. Traveling gives me the opportunity to see how other industries and businesses work with customers. I have learned things I would not do based on bad experiences, but I have also watched other organizations exceed expectations and I bring those ideas back to Surfside Properties.
26 – Q) What sacrifices have you had to make to be a successful entrepreneur?
A) The first few years running the business were a bit tough. My spouse was off during the summers, my busiest time, so we were not able to travel together. However, as the company grew, I was able to find the time for us to take some amazing vacations.
