"Go into it with the commitment of seeing it through" with Staci Giovino
/
As a commercial Interior Designer in Denver, Staci Giovino never imagined that she would one day be creating, administering, and leading tours in a small, coastal California village. But after a rather sudden move for her husband’s job she was an unemployed introvert, with an equally sudden empty nest, in a place she had never been before moving there. When a friend mentioned “food tours”, she latched on and ran with it like a pro footballer – eventually building a business that not only supported herself, but allowed her to provide support for those working for her, and the tasting partners with whom she does business.
Can you tell our readers about your background?
As a credentialed Interior Designer, I worked for a small architectural firm in Denver designing dental offices. Before I moved to California, I was also working in funeral homes. Both of these niches are fascinating, and creating soothing spaces where someone is traditionally uncomfortable is incredibly fulfilling work.
What inspired you to start your business?
After 7 months of unemployment, I found work in a furniture showroom that didn’t see a lot of walk-in traffic. When a friend called and said, “We had brunch with some friends over the weekend. They went on this thing called a “food tour” and wouldn’t shut up about it,” I was immediately intrigued, and couldn’t research fast enough.
Where is your business based?
Carmel-by-the-Sea, CA, expanding in 2021 to Monterey.
How did you start your business? What were the first steps you took?
When I got that call in October 2011, Google was my first stop. I did what so many other potential entrepreneurs do – I reached out to other operators asking questions. One operator forwarded my information to a company that offered workshops in starting a food tour business. After checking references, I signed up and completed the course that November. While it didn’t answer every single question, it did shorten my learning curve, and I was able to launch my company and lead the first tour in February 2012.
What has been the most effective way of raising awareness for your business?
Honestly, it’s always a struggle. We exist in a ridiculously small village, and after 9 years I am still surprised by how many locals have never heard of us. Reviews have been the best referral source. It can be difficult working with an OTA (online travel agency) like TripAdvisor, but I feel they are a necessary evil.
What have been your biggest challenges and how did you overcome them?
Good God, 2020. I’ve hung on by my fingertips and am beyond grateful that my husband’s job is intact. We received a small PPP loan ($7000) that has helped. The best news about this business is that the model doesn’t have a lot of overhead (especially as a smaller operation), so I didn’t have the pressure of rent or a large number of employees to maintain.
How do you stay focused?
Both of my adult children live in Europe, and the ability to travel there over the last couple of years has kept my eye on the ball. It’s selfish, but I love spending time with them, and I love spending time in different cultures. The business has allowed me both the flexibility of time and the income required to do that. We have a really amazing team of tour guides, and being able to provide opportunities for their income – whether it’s just “walking around money” or enough to survive and provide for themselves and their family – is important to me.
How do you differentiate your business from the competition?
Our business is super-organized. Normally our tasting partners know (within 5-10 minutes at most) when we’ll be there, how long we’ll take, and when we’re leaving. Our guests are left feeling like they’ve had a “skip the line” experience because it’s so streamlined.
What has been your most effective marketing strategy to grow your business?
Hands-down working with larger websites or printed publications (like the travel section of the San Francisco Chronicle) has been the most fruitful. When the Chronicle did a non-paid two-page spread in their weekend edition, it transformed our business.
What's your best piece of advice for aspiring and new entrepreneurs?
Go into it with the commitment of seeing it through. When it gets hard, double down the effort. There is great reward in owning your own business, but it doesn’t come without work. Be ready to devote yourself to it until you don’t have to.
What's your favorite app, blog, and book? Why?
In addition to culinary tourism, I teach indoor cycling. I’d have to say that I have an unnatural relationship with the Spotify (music) app. However, I also love the podcasts on there and have a particular affinity for stories on The Moth. Given my limited attention span, blogs don’t really engage me. I do receive the New York Times Daily Briefing and enjoy the conciseness and feeling like I don’t have my head completely in the sand. Reading is an escape, and my favorite book of all time is The Art of Racing in the Rain by Garth Stein.
What's your favorite business tool or resource? Why?
The most helpful resource in my business is a reservation system, and I’ve been with FareHarbor since September 2019. There are a lot of moving pieces in this business and keeping reservations, dietary restrictions, and tasting partners organized is priceless.
Who is your business role model? Why?
Around 1980 my father became self-employed. He partnered with someone who wrote a specific computer program, and he sold it for them. He was on the cutting edge of computer use throughout his career, but was a gifted salesperson with knowledge of the product. I watched him struggle (though at the time I had no idea how bad), then maintain, then sell his company and retire before he turned 60.
How do you balance work and life?
The only way I can maintain balance is to surround myself with people who are capable, and then trust them to do their job(s). Micromanaging is far too time-consuming, and babysitting is a bore. I have been truly fortunate to find the right people to work with, and have built a team of engaged, brilliant, and highly capable people (all women, at least so far).
What’s your favorite way to decompress?
Exercise is huge for both my husband and me. We have a rower and an indoor cycle at home, which see a lot of use. Walking the dogs is great because I can listen to music or a podcast and zone out. Puzzles are a guilty pleasure. When I’m really stressed, I bake.
What do you have planned for the next six months?
Covid has made the next six months somewhat unpredictable, but I’m cultivating and leveraging relationships with destination management companies (DMCs) for private tours in 2021, and am working on expansion into a neighboring market.
How can our readers connect with you?
Website: www.carmelfoodtour.com
Email: info@carmelfoodtour.com
Instagram @CarmelFoodTour
LinkedIn: https://www.linkedin.com/in/stacigiovino/
Facebook: https://www.facebook.com/CarmelFoodTours