F I B E R B U I LT
Tips From an Old Professional
My Experiences as a Supplier in the Hospitality Industry By JORDAN BECKNER
PHOTO BY KRITCHANUT / ISTOCK / GETTY IMAGES PLUS
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have always believed if I was going to take advice from anyone, it would be from someone successful at the subject of the advice. So this first column (and, honestly, maybe my only) begins with some background about me, and you can decide if you care to read the rest. Two decades ago, my partner and I started an outdoor beach, pool and patio umbrella marketing company. We then morphed into the actual manufacturers. We began this company on credit cards and had little money for marketing, so I explained that my marketing plan was that we were “Busch beer disguised as Heineken.” Simply put, we needed to look successful, even if we were not at the time. I discovered very quickly that industry associations gave me great opportunities to interact with decision-makers without spending a lot of money. These associations allowed me to use my sweat equity (volunteering for every committee, working at the golf outings and packing goodie bags the night before), which also began to build my reputation of a member who is “all in.” I started with the CFHLA in Orlando. Under the tutelage of Rich Malendecki, I learned consistency
Celebrating
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and hard work gets you noticed. We then became active with the Florida Hotel & Lodging Association with all the greats (i.e., Keith Overton, Jim McManemon and Tommy Waits). The FHMA was saved by the Florida Restaurant Association, and we are now Florida Restaurant & Lodging members and sponsors. We also worked in some of the national associations, including the American Hotel & Lodging and the American Resort Development Association. I rose to serve as the chairman of the suppliers in both national organizations through faithful attendance and avid participation. My tip for you? If you are a new supplier to the FRLA, remember that you get out what you put in to your membership. Don’t expect as much out of the membership if you just pay your membership dues. Get active in your local chapter and the state chapter. Next time, we will discuss strategies for how to get involved. Jordan Beckner is the President of Fiberbuilt Umbrellas & Cushions.
Years 2000-2020
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