In mid-October, AMPLIFY Clearwater, the local chamber of commerce group, welcomed the first class of businesses to its new tourism incubator. AMPLIFY’s first-of-its-kind incubator program builds on the strength of local and state economies, but also expands the traditional notion of the tourism industry.
“When you think of tourism, restaurants and hotels probably come to mind,” says AMPLIFY Clearwater President and CEO Amanda Payne. “But many customer-facing businesses are integral to the tourism economy and we have a diverse group. We have a winery, a medical center, a hair salon – all these businesses create a well-rounded business environment in our tourism economy.”
Building tools for professional success
Payne says the incubator program works on two levels.
“Part of it is about building camaraderie and learning from each other,” she says. “And the other part is looking at your business model and answering questions like, ‘How do we fill gaps?’ and ‘How do we improve?’
The first class attracted 23 applicants, with 10 qualifying. Qualifying criteria include an established business with at least one customer. But AMPLIFY looks beyond just statistical qualities. They want entrepreneurs who are willing to learn and grow.
The courses last 10 weeks and cover a wide range of topics to help entrepreneurs learn the basics of managing and growing a business by honing their business skills, developing business plans and making connections.
“One part of this program looks at return on investment [return on investment] and addressing their business needs,” Payne says. “They need to be scrutinized, determining if they are growing or if they need to hire more people.” Our job is to continuously improve opportunities not only for businesses but also for residents.”
The brass of business
Hair, makeup and beauty services may not seem like a natural place for a tourism incubator. But Lori Lenhart, owner of Allori Blow Dry Bar in Belleair Bluffs, started her business after visiting a blow dry bar on vacation. When Lenhart learned about the incubator program, she jumped at the chance.
“I saw what AMPLIFY Clearwater was doing for the community and wanted to get involved, too,” she says. “I was beyond ecstatic to be a part of this opportunity to help grow my business.”
Lori Lenhart, owner of Allori Blow Dry Bar in Belleair Bluffs.Lenhart says one of the most important things the incubator does is expand its network.
“Being a part of AMPLIFY will only help our network grow more,” she says. “This incubator program is designed to help us grow and manage our business.”
Lenhart also likes how the course covers the most important methods of running a business, such as the importance of having an accountant to help with day-to-day matters such as managing payroll, processing taxes and other accounting matters.
“As a new business owner, I’m definitely learning along the way, but they’re educating us and helping guide us in making good decisions and what to expect in an early stage business, so hopefully we don’t make as many mistakes, ” she says.
Marisol Napoleon co-owns Clearwater’s Essentials Massage and Facials, a health and wellness business that originally opened on Valentine’s Day 2020. Just five weeks later, the COVID pandemic temporarily closed the business. It successfully opened its doors by early summer of that year and has not stopped since. Still, the lessons she learned during her inauguration at AMPLIFY’s travel incubator run deep for her.
“The first week was the most impactful because we had to write down our goals,” says Napoleon.
There were a lot of questions about our company and goals, which was nice because it was kind of an “aha” moment for me. It made me go back to my original business plan and realize that what we were going for was a good idea, but we never imagined that there would be a pandemic. It taught me how to pivot and adjust.”
Napoleon says that looking back helps her look forward.
“My vision has changed,” she adds, “Our goal is to come out of (the incubator) knowing more about Clearwater, a seasonal tourist town that operates differently. I want to be able to expand and learn more about the business and grow.”
Clearwater Beach Paddle Pub owner Misty Wells is also among the incubator’s first group of entrepreneurs.
“It’s very exciting to be a part of the first group of its kind in Clearwater,” she says. “They brought together a group of leaders in their field and already, in just two weeks, I learned a lot. Most of all, I learned so many things that I didn’t before the opening, but the good news is that it’s not too late.’
“There’s a lot more structure that needs to be put in place before opening a business – it’s not as easy as just doing it,” she adds.
Wells knew this all too clearly, faced with the inherent difficulties of running a business in an uncertain economy.
“Before I was accepted into the program, I was toying with the idea of throwing in the towel,” she says. “It’s hard to own a small business, and with inflation right now, it’s a lot harder.”
Wells says being part of the travel incubator has given her a sense of hope.
“Now I know we can handle it and with the tools they provide, we will come out much stronger,” she says. “I am very grateful for this program.”
AMPLIFY has confidence in the future
Just weeks into the new program, Payne is already encouraged by the growth she’s seen in the first group of enrollees.
“It was great to watch the organic partnerships and connections formed among our first group of cohorts,” she says. “This initiative really grew out of a great public-private synergy, including the support of the Clearwater City Council, former Clearwater Mayor Frank Hibbard, Visit St. Pete/Clearwater and many others – it brought together a lot of agencies that really want to be a part of it.”
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Among the good things ahead for the program is a partnership with St. Petersburg College, which will allow classes at AMPLIFY’s travel incubator to count toward college credit.
“It benefits the whole community,” Payne says.
For more information go to AMPLIFY Clearwater Tourism Incubator.
For information about the companies in this story, go to Allori Blow Dry Bar, Clearwater Essential Massages and Facials, Paddle Pub Clearwater Beach.
