Today we’d like to introduce you to Jennifer Wales.
Hi Jennifer, please kick things off for us with an introduction to yourself and your story.
I’d say my story dates back to high school where I truly fell in love with photography and storytelling through the use of still images. My mother gifted me with an amazing home dark room in our third car garage where I would roll and develop film and images. It was a beautiful hobby. When I wasn’t geeking out in the garage, I was working in the hospitality industry as a hostess, busser, to-go person…etc. In fact, before graduating high school I had worked in four different restaurants and by the end of my college years that number jumped to over ten. I worked in everything from five-star & Michelin rated establishments to corporate and family-owned. After several different positions in corporate America, and a “help! get me out of LA” move to Michigan to become a photographer at The Grand Hotel on Mackinac Island, I landed back in Orange County as the Marketing Director for the alternative publication: OC Weekly. Among other duties, this position had me running large tasting events with 20-30 restaurants and national alcohol sponsors at some of the most iconic venues in OC. I produced the Fresh Toast Brunch event at Festival of Arts in Laguna Beach, Viva Los Tacos in Santa Ana at Main Place Mall, and several “OC Decadence” events, culminating with the 15th annual at the Segerstrom Center for the Arts. Marketing restaurants through my large events was my favorite part of the gig, and after the last one in 2018 there was no question that I would do this long term. My heart lives in the hospitality industry so it was a pretty seamless transition to be back in the kitchen – but this time with Wales Communications, photographing some of the best chefs in Orange County and telling the stories behind the restaurants you know and love.
We all face challenges, but looking back would you describe it as a relatively smooth road?
This reminds me of the quote: “If it was easy, everyone would do it…” – business ownership takes guts, courage, and confidence. You have to stick your neck out there and move with the ever-changing landscape. It’s important to always grow, get better, and to never be complacent. Covid was obviously extremely hard on the industry, but it provided me the opportunity to really dig in and create some amazing videos and footage to tell our client’s real stories of how they were coping. We kept it real and consistently communicated to their audience by using films and footage to market their restaurants, even while their brick-and-mortars were closed. Things were changing daily, with every single client, so I’m pretty sure it can’t get much harder than that. It felt like we couldn’t come up for air and we’ve kept running the marathon ever since. Marketing has never been more important for businesses in this space so being entrusted to manage it is a huge honor and one we do not take lightly. Wales Communications is my therapy so if I ever feel overwhelmed, I choose to get lost in my client’s restaurants and the ambiance of the space. I listen to the laughter, the live music, the communication amongst the guests… the sounds of commerce. It’s a pleasure to experience the beauty of this type of escapism and watch others enjoying themselves. I always wonder how they first learned of the business and knowing a good deal of them are there because of our work is exciting. This makes any struggle along the way worth it.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Wales Communications is a go-to for digital and physical marketing needs for businesses, mainly in the hospitality industry. We handle PR, web development/management, SEO, social media, photo/video/content production, ad spend, and much more. We specialize in the highest quality content and capturing moments that tell stories. We stay ahead of the trends and build content calendars that connect with our client’s audiences. Our goal is to not only take the burden of consistent marketing off our clients’ shoulders but to also streamline their practices and to make things easier for them operationally. Wales Communications provides a perfect opportunity for a business to have a Marketing Director (and team of experts), without having someone on staff full-time. In addition, we handle sponsorship and procurement for festivals and industry/food events across Southern California and film marketing and drink videos for national alcohol brands.
What sets Wales Communications apart from others is our experience. It’s not unlikely that we’ll show up to get that perfect image of your special (vs. using the one from your chef’s phone) because we are hyper-focused on quality. Whether you’re working with our web team to enhance every aspect of your SEO or hiring us to film a new cutting-edge marketing video, Wales Communications understands the complexities of your business and creates copy and content to increase your bottom line.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
As my mom would always say (in her deep New York accent) … “I owe it all to my Mutha”… Elaine Cassity was an ultra-creative woman who commanded a room and made friends everywhere she went. Hospitality ran through her veins and it was in her nature to host people. I grew up in a big home that she dubbed the “Hotel California” where everyone was welcome, no matter who you were. Having that be my home base gave me a unique childhood, filled with people and social gatherings. My mom passed of cancer just prior to my first OC Weekly Decadence event but, as the ultimate party planner – she would be so proud of the work I’ve done since then. My dad, Chuck, and my mom were a powerhouse team, entrepreneurs for almost four decades, so naturally, it runs through my veins! I feel my mother’s presence most when I’m ‘event’ing’ and connecting with clients, vendors, media, and other business owners – she truly was such an incredible woman. I feel lucky to have her “chutzpah” and I know this plays a huge role in my success today. My dad and I speak daily about business and he’s certainly holding down the fort for my mom, giving me the best advice on navigating business ownership. I owe so much to him and I’m lucky to have him close to me. I am also one of four girls (me being the youngest) and my sisters have supported me since the beginning in my business ventures. I’d be nowhere without them.
I also credit my family. I have two young kids (Duke, almost 6, and Delainey 14 months) who allow me to hustle and work hard every day. My husband holds down the fort since restaurant hours are not your typical 9-5 schedule and events are all-day affairs (and so tiring). I am fortunate that he supports me and takes the best care of our littles when needed.
Lastly, I credit my clients for the success of Wales Communications. I’m extremely honored to represent a portfolio of Southern California’s movers and shakers in the industry and being trusted to be their voice is more than I could ever dream of. Ron Salisbury of The Cannery / El Cholo and Louie’s by the Bay is a restaurant legend and at nearly 90 years old he teaches me something new every time we meet. Trevor Baird (Trevor’s at the Tracks) is a hustler and no job in the restaurant is beneath him. He was one of the first people to entrust Wales Communications with his marketing and since beginning our journey in 2017 we have now rebuilt his website, handle some printing, manage his social media, email marketing, and much more. It’s been a real pleasure to grow alongside him, and I can’t believe Trevor’s at the Tracks will be six years in February! While everyone I work with has a place in my heart, another huge shout-out goes out to the Bosscat Kitchen / TEN Sushi + Cocktail team. Working with them from the ground up on their incredible California projects in Orange and Irvine has been life-changing. JT Reed is a presence (and not only because almost 7 feet tall) but because he’s motivated and takes risks that pay off. I’m driven to be better just by being around him. Leslie Nguyen, aka “Miss Bosscat” is the queen of sending encouraging messages thanking us for our content and always letting us know how appreciative she is. I’m so happy for their success and I’m routing them on as they open their Houston locations any day now (and Denver to follow next year!) It is a true honor to align myself with all of the brands I work with, I pinch myself almost daily.
Contact Info:
- Website: www.walescommunications.com
- Instagram: https://www.instagram.com/walescommunications/
- Facebook: https://www.facebook.com/walescommunicationsmarketing
- Youtube: https://www.youtube.com/channel/UCEN0FN-MN_dmh9rO7V1o-Ew
Image Credits
Naes Photos
GBH Photoworks
Wales Communications
