F I B E R B U I LT
My Experience as a Supplier in the Hospitality Industry Tips From an Old Professional
by JORDAN BECKNER, PRESIDENT OF SALES FOR FIBERBUILT UMBRELLAS AND CUSHIONS
I
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, let’s begin with some background about me. Twenty-two years 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 actual marketing, so I explained that my marketing plan was that we were “cheap beer disguised as Heineken.” Simply put, we needed to look successful, even if we were not at the time. Very quickly I discovered 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. This also began to build my reputation as a member who is “all in.” I started with the Central Florida Hotel and Lodging Association (FHLA) in Orlando, under the tutelage of greats like Tom Williamson and Jay Leonard. From them I learned consistency and hard work gets you noticed. We then became active with the then FHLA with all the greats; i.e., Keith Overton, Jim McManemon, Walter Banks, and Russ Kimble. The FHLA was saved by the Florida Restaurant Association, and we are now the Florida Restaurant & Lodging Association (FRLA). 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 today? If you are a new supplier to FRLA, do not expect to get any return on investment if you just pay your member dues. Get active in your local chapter and the state chapter. Attend as many events as possible and build those long-lasting relationships like I have.
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SPRING 2022
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