Rebellion at SOBAM Symposium
According to speakers at the School of Business and Management’s 12th Annual Hospitality Industry Symposium, rebellion is the key to success in modern business.
The theme of the conference, “The Rebel Rules NOW—Transform Your Company, Transform Your Industry,” was inspired by a book by Chip Conley, founder and owner of Joie de Vivre, a Bay Area boutique hotel company. Conley got his start at age 26 by breaking the rules: he invested in an industry he knew nothing about and he ignored the “location, location, location” mantra by purchasing a seedy San Francisco motel where rates were by-the-hour. When Conley stripped down to nothing but boxers during his keynote address at the symposium, it was clear he takes his message of rebellion seriously.
“This theme—‘The Rebel Rules’—was timely because the hospitality industry has taken a big hit this year,” said Tom Costello, director of the hospitality management program at USF. "But as in any industry, you have to say, ‘What can we do to innovate?’ This is an inspirational call to action.”
Nearly 300 people—mainly Bay Area restaurateurs and hospitality executives—attended the event, which was held at the Hilton San Francisco and organized by students in USF’s hospitality management program. Speakers included San Francisco Supervisor and restaurant owner Gavin Newsom, Jamba Juice founder Kirk Perron, Citizen Cake owner Elizabeth Falkner, San Francisco Chronicle food writer Kim Severson, and others.
Each year, three undergraduate students are selected to participate in SOBAM’s events management course, in which the class project is to plan and organize the symposium. Along with the three students in charge, approximately 40 student volunteers helped out on the day of the symposium. Not only is the event a chance for students to gain practical experience planning and running a large event, it is also an opportunity for students to network with prospective employers.
“Our mission is to educate the industry and the students,” Costello said. “This is a forum for leaders in the hospitality industry to share wisdom and expertise not only with others in the industry, but also with the future leaders—our students.”
Senior Lisa Johnston, who was chosen to be the general manager of the event, said the class proved useful as she anticipates beginning her career in the hospitality industry.
“This is a real life application of what we learn in class,” she said. “We put our hearts and souls into it because if something goes wrong, we can’t say, ‘Oh, we’re just students.’ This is real money and real clients.”
With this experience, it seems Johnston herself is ready to live by the rebel rules.
“I’m ready to rock and roll out there in the business world,” she said.
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