We’re excited to introduce you to the always interesting and insightful Brian Rodda. We hope you’ll enjoy our conversation with Brian below.
Brian, appreciate you joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
Once upon a time during a pandemic, my work as a digital strategist and red carpet reporter came to a screeching halt. I needed to reinvent myself, but I also needed a break. With a bit of serendipity, I got a text from my Aunt who lives in Santa Cruz county at 2am. It was the day of her retirement and she didn’t know what was next for her. But, she knew she needed help to process her recently deceased husband’s belongings and start her next chapter. What started as a “break” from L.A. and a chance to reevaluate my life, turned into an incredible adventure that brought me to this the emerging industry of culinary tourism. While assisting my Aunt in creating space for her next chapter, I serendipitously started planting the seeds of my own.
Not long after I moved to Santa Cruz, a new acquaintance told me her boss was hiring new guides for a food and wine tour in Carmel-by-the-Sea. I took the tour and LOVED it. I started as a guide two weeks later. So, what started as a 6-month break from LA , turned into a two year personal, professional, and spiritual journey into a new realm of purpose and self-expression. Being half Italian, I shouldn’t have been surprised that food would eventually be involved.
It was remarkable how easily my red carpet hosting skills were applicable to tour guiding. I wound up leading the Carmel Food Tour (now enjoycarmel.com) for over a year. I found the whole concept of “culinary tourism” fascinating and a natural fit for my personality and skill set. After 4-5 months, I knew that just being a guide was not enough for me. Culinary tourism seemed to combine all of my former work as an entrepreneur and artist into one business: hosting, interviewing, acting, writing, teaching, producing, digital strategy, internet marketing, branding, public relations, event planning, curating, etc… I started to pay attention to all of the small details of the business and took notes on how my boss, and now mentor, Staci Giovino, did things. A bigger play started to evolve in my mind. I eventually decided when I moved back to L.A. that I would try one more shot at running my own business. That business was going to be running my own food tour.
I chose to start my culinary tourism company, truly a “food experience” company, in Beverly Hills, because it’s one of the few walkable grids in Los Angeles. It is very reminiscent of what I was familiar with in Carmel. Beverly Hills, for all of its grandeur, is ostensibly just that – a tight-knit neighborhood where everyone knows each other. I walked the “mean streets’ of Beverly Hills on and off for five months and slowly but surely the “tour” (aka food experience) started to develop. I walked and I ate and then I walked and ate some more. And, then I’d go home and research history and architecture. I really only had one contact in Beverly Hills before I started doing this. It took a lot of sharing and educating the local businesses on why a “walking food experience” would add value to their business. It took several months, but eventually, I had a tour that I felt was worthy enough for both tourists and locals to enjoy! We launched in February 2023 and now at 5 months in have created a private VIP Experience Tour. We are planting seeds to launch a new tour in a different neighborhood.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
As a performing artist trained in the theatre, I have done dozens of plays at the regional and national level. When I moved to Los Angeles, I thought I would just audition for film and television, but found myself working in digital media as both a performer and consulting producer on scripted web series. That work eventually led me to running my own boutique digital strategy/pr firm and then hosting red carpets at night. As an actor, highlights of my career include, acting opposite Jobeth Williams, Ari Zucker, Willie Garson, and Matthew Ashford. As a red carpet host and producer, I’ve interviewed everyone from Sheryl Lee Ralph, Catherine McPhee, Kat Deeley, Fred Savage, Ed Begley Jr., and Yeardley Smith to youtube personalities such as Lucas Cruikshank (Fred), Doug Benson (MediocreFilms) and Shanna Malcolm. As a digital strategist, I have done everything from teaching John Schneider how to tweet, to working as a consulting producer on a digital series. I am a member of AEA (Actors Equity Association), SAG(e), as well as a former member of ATAS (Academy of Television Arts and Sciences aka The Emmys) and the IAWTV, the International Academy of Web Television.
As you can see, I’m fairly split down the middle: artist and entrepreneur. The concept of a “walking food experience” intuitively triggered both instincts. What a great idea I thought! Guests will pay for curated experiences that they will treasure forever. I am lucky enough to get paid for creating said experiences which double as another stage.
On a spiritual level, It is my firm belief that as our human spirits evolve, we are less and less motivated by “things”. The old adage, “You can’t take it with you when you die!” is alive as ever. So, if you can’t take it with you, what do we take with us? Now I know I’m probably taking a sharp left here, but I believe our souls take with them all of the experiences and memories we accumulate in this lifetime. I’m in the “experience and memory” business. In a sense, I’ve found one of my highest purposes. Creating the space for a world class experience with you and your friends and family, that you’ll remember for the rest of your life means the world to me.
Have you ever had to pivot?
Yes, actually, this business is my pivot. This is my reinvention. I’m combining my instincts as an entrepreneur and host with this business. I’m the Chief Experience Officer during the week and Host/Guide when I lead the tours. The cities we operate in are the canvases I use to host and tell stories about. And, there is something about the food, right? I don’t think I’d be as interested in being a tour/experience owner if the food component wasn’t there. There is something quite special about a walking food experience where all of your senses are ignited over its duration. I see our walking food experiences as the more evolved cousin to dinner theatre and drag brunch because you get food and a “show”….but, with the added components of walking and making multiple stops, you are left with a greater journey and more indelible memories. After most people try a food tour, they are hooked and look for them in every city they travel to as an immediate way into a neighborhoods vibe, values, and history.
Let’s talk about resilience next – do you have a story you can share with us?
When I started LA Food Tours, and our inaugural tour, FOOD, FILM & FASHION in Beverly Hills the only person I knew in Beverly Hills was my friend, John. He is the head of merchandising at one of the top fashion houses on Rodeo Drive. That was it. I didn’t know anyone or anything else about Beverly Hills, let alone its food scene. I always thought Beverly Hills was for rich people and tourists. Since I was neither, I rarely went there when I previously lived in L.A.. For over six months, I just kept showing up. Right off the bat, I scored a win. One of the finest chocolatiers in Beverly Hills agreed to join the tour. I was thrilled. And, then nothing. For close to 2 months I couldn’t get anyone else to commit. But, I was determined. I started to get attached to this particular restaurant that I knew just had to be the first stop of the experience. I talked to many different restaurateurs and all of them said, “You’re never going to get that restaurant to participate”. Even my chocolatier said “Good luck with that!”. But again, I was determined.
From my point of view, half of the battle in life is simply doing your due diligence to find the right person with the power and authority to solve your problem. I think most people give up before they actually find the decision maker. This is so important. It took me another six weeks, but I eventually got the GM of said restaurant to sit down with me for 15 minutes. I came prepared for the meeting. I had everything clearly outlined on what the experience would look like, time-frame, etc… I had it all mapped out so he could see the vision and how with minimal effort on his team’s part, they would get maximum benefit from being a part of the experience. Of course, he had to get it approved by the big boss, but he was in my corner. In under 15 minutes, he was a “Yes!
As I’ve been guiding the experience now for over 5 months, I believe my initial instincts were correct. This particular tasting partner needed to be the first stop, because they truly set the tone for the rest of the tour. I learned in the theatre that it’s critical that a story starts and ends strong. People may forget what’s in the middle, but they tend to remember the beginning and end. So yeah, I’m really glad I didn’t give up and got the sit-down meeting. If something is worth fighting for…find a way in!
Contact Info:
- Website: lafoodtours.com
- Instagram: lafoodtoursbybrian
- Facebook: https://www.facebook.com/lafoodtours
- Youtube: https://www.youtube.com/@LAFoodTours
Image Credits
Photos by Bart Good Photography