An Industry Redefined: Flexibility and Freelancers

January 28, 2021

Laura Hartmann

Laura Hartmann, CPCE, PBC, is co-founder of H&F Redefined, an Orlando-based network that supports individuals on their furlough/lay-off and new business journeys from all over the globe. Prior to her own layoff due to COVID-19,  she worked in various positions within the industry across brands such as Marriott, Starwood, Hilton, and Waldorf Astoria as Assistant Director of Events. 

 

Could hotel skeleton staffing levels offer freelancers the opportunity to help shape the future? 

It’s hard to believe that in just two months we’ll be embarking upon the anniversary of the hospitality industry getting dismantled due to the effects of COVID-19. Not exactly an anniversary to celebrate, is it? I guess that depends on perspective though, as many individuals have risen from the ashes, focused on personal development and have possibly started new ventures where they are the boss now. Consider “freelancer” and “consultant” a few of your first 2021 buzzwords.

Despite the hardship that hotels are facing from a business perspective, or the pause that organizations have had to embrace with their meeting and convention programming, it’s inspiring to know that being forced to shut down, or losing a job, has in many ways granted opportunity for ALL.

However, are we prepared for a shake-up in deployment and organizational charts to reap the benefits? As an industry, we should address those areas sooner than later, and make it a priority to commit to restructuring within our hotels, because progress is worth celebrating. There is also a sea of people—freelancers—eager to help take it on. 

The past 10 months have granted the opportunity for hotels and businesses to re-brand, evaluate their culture/core values, train remaining employees and/or create new training programs. I'd like to think it’s also allowed time, and the abundance of it, for productivity. They’ve had the chance to finally tap into their crystal ball mindsets and start pioneering solutions filled with creativity and ingenuity for customers with hopes of being competitive when the sun comes back out. 

This past year has also granted opportunity for the employees who were furloughed or permanently lost their jobs, regardless of how crushing or unexpected it was. The next phase of their lives is now for them to decide, and many have gone the freelance and consulting route. It’s empowering to dissect your specialty skills, and pinpoint your favorite aspects of your previous role, knowing that you can now create your own title, write your own job description and set your own price if that’s your desire.

All of the above spells out the perfect formula for why freelance workers and consultants are expected to make a big comeback in 2021. Hotels, aren’t your meeting planner clients expecting, or shall I say assuming, that you are making progress on the plans and actions items previously mentioned?

Hopefully this isn’t a news flash, because it is what they are expecting. Unfortunately, with the skeleton staffing levels due to the financial impacts and labor cuts, it could be unrealistic to achieve the type of forward motion required in such a competitive industry. 

In March 2020, as the furlough phase began, freelance workers, contractors and consultants were the first to be released. The notion was to remain loyal to company employees, which made sense. However almost a year later, many of those company employees have since been laid off, and have either moved on to other industries, or have redefined their skills to strategically position themselves to be brought back in, as freelancers. 

You now have hyper-focused, highly skilled workers, that are willing to be paid per project, without benefits, a permanent office desk and on an as-needed basis. For a hotel, finding a dream team of freelancers or consultants that you regularly call upon and can depend on could be a savvy way to control labor costs, yet maximize results when used in your biggest need areas. 

The power of flexibility is what the hospitality industry relies on as a part of it’s foundation. Every day, we are ebbing and flowing with guest needs, trends, staffing levels and new business philosophies. We know hybrid meetings are here to stay, but what about hybrid teams? What about showing your clients and meeting planners that you’ve embraced a hybrid solution to prepare for their return, by using freelancers to tackle the creative and ingenuitive projects your existing staff just can’t get to. What if you told them you took the freelance approach, because their business is that important for you to earn?

Gaining competitive results, creating innovative guest experiences, getting people back to work, cost savings, exceeding client expectations, flexibility, and organic growth strategies. Sounds like an opportunity for all if we let freelancers help shape the future.

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact