We were lucky to catch up with William Lopez recently and have shared our conversation below.
William, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
My purpose emerged through a journey of faith and resilience. Despite facing adversity in my childhood, I refused to succumb to victimhood or resentment. Instead, I chose to focus on the positive influences around me, even if they weren’t family. I viewed every challenge as an opportunity to shape my future. Through hard work, passion, and dedication, I committed to breaking the cycle I grew up in. My purpose crystallized as I embraced the belief that with perseverance and determination, I could carve out a better path for myself. In essence, my purpose stems from my unwavering faith, resilience, and the conviction that I can overcome any obstacle.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
As the agency principal for Alternative Strategies, headquartered in sunny San Diego, I’m thrilled to share the exciting developments and unique aspects of our work with your readers. Our firm specializes in full-service marketing communications, representing over 50 restaurants, bars, and breweries throughout Southern California. What sets us apart is our commitment to deep community immersion, understanding the nuances and intricacies of each region we serve. While our roots are firmly planted in San Diego, we’re proud to announce our expansion into Chicago, where we’ve celebrated our one-year anniversary with great success.
In Chicago, we’ve quickly established ourselves as active members of the community, joining esteemed organizations like the Logan Square Chamber and the Illinois Restaurant Association. Additionally, we are an owner of Chicago Market, further solidifying our presence and commitment to the city.
Our expansion isn’t limited to the Chicago. We’re excited to share that we’ve also landed a restaurant client in Detroit, marking our foray into another vibrant culinary scene. This expansion demonstrates our ability to adapt and thrive in diverse markets while maintaining the same level of excellence and dedication to our clients’ success.
Furthermore, our recent partnership with Campari for two special events, including Negroni Week, showcases our ability to generate buzz and drive foot traffic at Chicago renowned venues like Violet Hour and Momotaro.
While we continue to grow and innovate, we remain deeply rooted in our core values of community engagement and social responsibility. From our pro bono work with the Logan Square Chamber and the Alliance of Hispanic Law Enforcement’s Toy Drive in Chicago to our ongoing partnerships in Southern California, we’re committed to making a positive impact wherever we go.
Thank you for the opportunity to share our journey, and we look forward to shaping the future of marketing in Southern California, Chicago, Detroit, and beyond.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back on my journey, I believe three qualities, skills, or areas of knowledge have been particularly impactful: 1. Giving back: Throughout my career, I’ve prioritized giving back to the community and serving on various boards and councils. Being actively involved in organizations like North Park Mainstreet, PRSA San Diego/Imperial County Chapter, and the San Diego County Sheriff’s LGBTQ+ Advisory Council has not only allowed me to contribute positively to society but has also provided invaluable networking opportunities and insights into community needs.
To develop this quality early in your journey, my advice is to seek out volunteer opportunities or join organizations aligned with causes you’re passionate about. Whether it’s through pro bono work, volunteering at local nonprofits, or actively participating in community events, giving back not only helps others but also enriches your own experiences and connections.
2. Connecting people: Building and nurturing relationships has been essential in my journey. Hosting roundtables and creating initiatives to bring clients together not only fosters collaboration but also strengthens bonds within the community. By facilitating networking opportunities and encouraging collaboration, I’ve been able to create a supportive ecosystem where individuals and businesses can thrive together.
For those starting out, I recommend actively seeking opportunities to connect with others in your industry or community. Attend networking events, join professional organizations, and leverage social media platforms to build relationships. Remember to approach networking with a genuine interest in helping others and fostering meaningful connections.
3. Team collaboration and skill diversity: As a marketing communications firm, having a cohesive team with diverse skill sets has been instrumental in our success. Emphasizing collaboration and mutual respect among team members, regardless of hierarchy, ensures that everyone’s contributions are valued and leveraged effectively. By recognizing the importance of each team member’s expertise and supporting one another, we’ve been able to deliver comprehensive solutions to our clients.
To cultivate this mindset early in your journey, prioritize building a strong team dynamic based on mutual respect and appreciation for each other’s skills. Encourage open communication, idea sharing, and a collaborative approach to problem-solving. Remember that success is a team effort, and by fostering a culture of collaboration, you’ll set yourself up for long-term success.
In summary, my advice for those early in their journey is to focus on giving back, connecting with others, and fostering a collaborative team environment. By prioritizing these qualities and skills, you’ll not only enhance your professional growth but also make a positive impact on your community and industry.
Is there a particular challenge you are currently facing?
The number one obstacle we are currently facing is the myriad of challenges impacting the hospitality industry. From escalating operational costs to dwindling enthusiasm among business owners, the landscape has become increasingly daunting for restaurants, bars, and breweries. Rising wages, rent, and food costs have compounded these difficulties, leaving many feeling disheartened about the future.
To address this challenge head-on, my team and I are adopting a multifaceted approach. Firstly, we’re focusing on creativity and innovation to help our clients stand out and thrive despite the challenging environment. This involves brainstorming unique marketing initiatives and promotional campaigns tailored to their specific needs and constraints.
Secondly, we’re doubling down on communication and partnership efforts. By maintaining close relationships with our clients, we can better understand their evolving needs and collaborate on strategies to overcome obstacles. Additionally, we’re actively seeking out partnerships and collaborations within the industry to amplify our clients’ presence and reach.
Lastly, we’re prioritizing sensitivity to our clients’ financial limitations. Recognizing the strain on their budgets, we’re developing marketing initiatives and strategies that deliver maximum impact while being mindful of cost-effectiveness. This may involve leveraging low-cost or guerrilla marketing tactics, exploring alternative revenue streams, or optimizing existing resources for greater efficiency.
In essence, our approach revolves around resilience, adaptability, and empathy. By combining creative solutions with proactive communication and a deep understanding of our clients’ challenges, we’re committed to helping them navigate through these turbulent times and emerge stronger than ever.
Contact Info:
- Website: www.altstrategies.com
- Instagram: https://www.instagram.com/altstrat
- Facebook: https://www.facebook.com/altstrategies
- Yelp: https://www.yelp.com/biz/alternative-strategies-san-diego
