IF YOU ’ RE WILLING TO HELP , THEN PEOPLE WANT TO HELP YOU IN RETURN
MICHAEL SCHNEIDER
One of the first challenges he ran into was trying to reinstate the organization ’ s 501c3 status , the U . S . federal tax code that allows charities to receive donations and donors to take tax deductions . Because Hospitality Cares was dormant for 10 years , Schneider personally paid the back taxes . Its 501c3 status restored , Hospitality Cares dispersed its first grant in May .
One of the charity ’ s success stories is an early grant recipient , Tori Kennedy . Schneider says Kennedy worked for a Dallas , Texas-based interior design project manager when she was laid off at the end of March 2020 . In June , she applied for financial assistance and eventually , Hospitality Cares hired her as a part-time social media manager . Kennedy was recently promoted to lead administrator and social media manager . .
PIVOTING GRACEFULLY Schneider notes that although the hospitality industry has experienced other hardships such as natural disasters , COVID-19 is particularly devastating because it has taken away some essential parts of hospitality — traveling , staying in hotels and in-person relationship building .
Maria Kebschull , Concept Surfaces , participated in the Pie in the Face Challenge
Schneider , who has worked in the industry since 2005 when he started Boutique Designs , has also had to pivot . After founding Next Events , the firm booked a 150-person cruise for the week of March 12 , 2020 , the same week the U . S . State Department issued its order grounding cruises . The event was postponed , and Schneider lost “ significant ” money on it , he says . Although his company now offers virtual meetings , he ’ s still trying to figure out how to eventually execute in-person events . Everyone in the industry is looking ahead , “ but in the interim ,” he asks , “ how do we survive ?”
One way is by reaching out . “ I think the hospitality industry just needs to be reminded to extend an olive branch to someone who ’ s suffering .”
People shouldn ’ t be afraid to ask for help , says Schneider . He cites one person who gave a sizable donation to Hospitality Cares . When Schneider spoke to the donor about his own business , he admitted his firm was struggling . Schneider told him to reach out to board members if he needed help .
“ Some people might think there ’ s an ulterior motive , but that ' s not true ,” he says . “ If you ' re willing to help , then people want to help you in return .”
As for what ’ s next for Hospitality Cares , Schneider has started delegating work in order to strengthen the organization ’ s structure , giving it a chance to grow without him — an entrepreneurial lesson he ’ s learned . The group recently hosted a social media fundraiser called “ Pie in the Face Challenge ,” the idea of board member Heather Scott , founder of Studio Proof Collection , an architectural wares and design consultation company .
Once a new normal arrives , Schneider hopes to have in-person events again and to partner with other organizations . He would like to see participatory events — such as 5k races for charity — held during industry affairs , which goes back to relationship building .
“ People who roll up their sleeves and get involved are like minded ,” says Schneider . “ And they generally find other people with whom they want to develop relationships and do business .”
Hospitality Cares helps industry workers affected by the pandemic
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