We caught up with the brilliant and insightful Brian Rodda a few weeks ago and have shared our conversation below.
Hi Brian, appreciate you sitting with us today to share your wisdom with our readers. So, let’s start with resilience – where do you get your resilience from?
When I started LA Food Tours, and our inaugural tour, FOOD, FILM & FASHION in Beverly Hills the only person I knew in Beverly Hills was my friend, John. He is the head of merchandising at one of the top fashion houses on Rodeo Drive. That was it. I didn’t know anyone or anything else about Beverly Hills, let alone its food scene. I always thought Beverly Hills was for rich people and tourists. Since I was neither, I rarely went there when I previously lived in L.A.. For over six months, I just kept showing up. Right off the bat, I scored a win. One of the finest chocolatiers in Beverly Hills agreed to be a tasting partner on the tour. I was thrilled. And, then nothing. For close to 2 months I couldn’t get anyone else to commit. But, I was determined. I started to get attached to this particular restaurant that I knew just had to be the first stop of the experience. I talked to many different restaurateurs and all of them said, “You’re never going to get that restaurant to participate”. Even my chocolatier said “Good luck with that!”. But again, I was determined.
From my point of view, half of the battle in life is simply doing your due diligence to find the right person with the power and authority to solve your problem. I think most people give up before they actually find the decision maker. This is so important. It took me another six weeks, but I eventually got the GM of said restaurant to sit down with me for 15 minutes. I came prepared for the meeting. I had everything clearly outlined on what the experience would look like, time-frame, etc… I had it all mapped out so he could see the vision and how with minimal effort on his team’s part, they would get maximum benefit from being a part of the experience. Of course, he had to get it approved by the big boss, but he was in my corner. In under 15 minutes, he was a “Yes!
As I’ve been guiding the experience now for over 12 months, I believe my initial instincts were correct. This particular tasting partner needed to be the first stop, because they truly set the tone for the rest of the tour. I learned through my experience in the theatre world that it’s critical that a story starts and ends strong. People may forget what’s in the middle, but they tend to remember the beginning and end. So absolutely, I’m really glad I didn’t give up and got the sit-down meeting. If something is worth fighting for…find a way in!
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
As I look back at everything I’ve focused on in my life, I realize it has all prepared me for LA Food Tours. Whether as a performing artist trained in the theatre; working in digital media as a performer; working as a consulting producer on scripted web series; running my own boutique digital strategy/pr firm; and hosting red carpets. I am a member of AEA (Actors Equity Association), SAG(e), as well as a former member of ATAS (Academy of Television Arts and Sciences aka The Emmys) and the IAWTV, the International Academy of Web Television.
As you can see, I’m fairly split down the middle: artist and entrepreneur. The concept of a “walking food experience” intuitively triggered both instincts. What a great idea I thought! Guests will pay for curated experiences that they will treasure forever. I am lucky enough to get paid for creating said experiences which double as another stage. My love of performance, hospitality and people have helped create this exciting venture.
On a spiritual level, it is my firm belief that as our human spirits evolve, we are less motivated by “things”. The old adage, “You can’t take it with you when you die!” is alive as ever. So, if you can’t take it with you, what do we take with us? Now I know I’m probably taking a sharp left here, but I believe our souls take with them all of the experiences and memories we accumulate in this lifetime. I’m in the “experience and memory” business. In a sense, I’ve found one of my highest purposes. Creating the space for a world class experience with friends and family which they will remember for the rest of their lives means the world to me.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Skill: self-discipline/self control. Nobody will follow someone who doesn’t command respect or respect themselves
Quality: Trust your own gut and intuition. Being an entrepreneur is lonely. You must develop the quality of self-validation and trusting your instincts. Pay attention to your intuitions and hone them over time.
Area of Knowledge: Knowing your Unique Selling Point. You must be able to quickly distinguish what differentiates your business from comparable businesses and what problem you are solving for them. People don’t get paid for their knowledge, they get paid for knowledge that has been transformed into a viable service or product that can be quickly consumed, digested, or put into action.
What has been your biggest area of growth or improvement in the past 12 months?
My biggest area of growth in the past 12 months has been finding new relationships with my food and fashion partners and keep them onboard and helping me along the way. Whether some of the most iconic fashion houses on Rodeo Drive or the infamous restaurants and chocolatiers in town… I have found a way to maintain these relationships throughout The Golden Triangle of Beverly Hills and am able to have my guests walk in and be greeted as (what my guests have said time and again) “like family”! I knew starting a tour in Beverly Hills was a long-shot. I didn’t have any history or contacts when I first entered this world. But, I realized that I have ME. I was my authentic self. And, the rest is history. As for what is to come? I am excited to plant seeds in other cities, as well, while developing strategic partnerships and relationships and continuing to make my mark in the new and exciting world of culinary tourism.
Contact Info:
- Website: lafoodtours.com
- Instagram: https://www.instagram.com/walkwinedinewithbrian
- Facebook: https://www.facebook.com/walkwinedinewithbrian
- Youtube: https://www.youtube.com/@walkwinedinewithbrian
Image Credits
I took all of these pictures myself
