My business. My people. My responsibility.

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Learn about the link between your company's culture and brand, improving staff engagement and supporting future career paths.

About this event

My business. My people. My responsibility.

A tourism and hospitality masterclass

Behind every great customer experience lies an even greater group of people. And this is especially true in the hospitality and tourism industry, where employees are directly delivering the customer experience and are therefore instrumental to business success.

But this sector often struggles with a very distinct set of challenges: seasonality, attracting and retaining staff, their development and how to best motivate and engage a range of personalities.

This masterclass is designed to help hospitality and tourism business owners, leaders and senior managers refocus people management strategies and gain insight on how to get the best out of their staff.

Make sure you don’t miss out on this important session. The impact of coronavirus has done nothing to reduce the importance of people.


11:55 - 12:00 Logging on

12:00 - 12:05 Welcome

Alexander Rushton, Hospitality Programme Lead, Be the Business

12:05 - 12:20 My people: Customers, Suppliers and Employees

Jon Yantin, Hospitality Strategist, Stake Concepts

12:20 - 12:35 Character at the heart of culture: people, culture and brand

Matthew Thomson, Social Entrepreneur

12:35 - 12:45 Q&A

12:45 Close

What will be discussed?

  1. The socio-political influences on customers, suppliers and staff
  2. Developing staff culture and company brand
  3. Recruiting the attitude, training the skill
  4. Leadership transparency and staff feedback
  5. Supporting career paths

What will you learn?

  1. What is influencing your people
  2. How culture informs brand
  3. Why culture and brand are inseparable
  4. How can a leader support their people
  5. How recruiting people from complex backgrounds and harnessing their personalities shaped a business's culture

What will you gain?

  1. Understanding of big business strategies that can be applied as small business tactics
  2. Increased confidence to become a more effective leader
  3. Support in overcoming business challenges
  4. The stories of business leaders like you
  5. Becoming part of a national movement to support business recovery

Who should attend?

Tourism and hospitality business owners, leaders, MDs, GMs and senior managers motivated to improve business performance and rebuild their businesses and our local economies.


Alexander Rushton, Hospitality Programme Lead, Be the Business

Alex Rushton leads the Be the Business Collaborative Networks for Hospitality & Tourism programme. Alex spent his early career in project management before moving into the events industry where he designed and delivered a wide range of training and conference events before moving to direct large-scale international congresses and trade shows. He is now working nationwide to support the tourism and hospitality sectors as part of the Be the Business national movement.

Jon Yantin, Stake Concepts

Jon is a senior hospitality professional with over 25 years’ experience across hotels, restaurants, bars, clubs and casinos. Having worked in corporate, entrepreneurial and NASDAQ listed organisations, Jon brings a wealth of sector experience, specialising in business planning, fundraising, site selection, conceptualisation, licensing, operations, development and launch alongside strong commercial acumen and in-depth operational understanding. Today Jon operates Stake Concepts, a boutique advisory firm and is currently advising a range of hotel developers and operators across the UK and Europe.

Matthew Thomson, Social Entrepreneur

Chief Executive of Cornwall Food Foundation and its restaurant Jamie Oliver’s Fifteen Cornwall until December 2019, Matthew is a well-known champion of hospitality, skills-training, productivity and sustainability.  He has over 20 years’ experience of working in a range of catering and hospitality settings including a Soho restaurant and a Mayfair pub, sometimes alongside government and social enterprise roles where he has helped shape national and regional strategies and investments. 

What is the Tourism and Hospitality Masterclass Series?

A series of 8 online masterclasses that will discuss the big business strategies that can be applied as small business tactics. Sessions will support you in continuing your business recovery and feature the stories of business leaders like you.

Getting to know your revenue streams: who are your customers really? (17 November 2020)

Designed to help you understand the importance of customer profiling and develop greater insight into revenue streams.

My business. My people. My responsibility. (19 November 2020)

Learn about the link between your company's culture and brand, improving staff engagement and supporting future career paths. Find out more.

It's not you, it's me: understanding personality types and the rise of Gen Z (24 November 2020)

Access insight on how to get the best out of your staff, understand who Generation Zs are and learn what really motivates them. Find out more.

Market mapping and competitive collaboration: rebuilding our economy together (26 November 2020)

Learn how to use market mapping to plot market position, see who your competitors/complementors are and analyse collaboration opportunities. Find out more.


Event enquiries:

To find out more about Be the Business’ tourism and hospitality work, please contact Alexander Rushton, Hospitality Programme Lead via:

For more information about Be the Business, please visit

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