We were lucky to catch up with Sherri Brown recently and have shared our conversation below.

Alright, Sherri thanks for taking the time to share your stories and insights with us today. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?

Well, one rainy winter Oregon evening in 2017, a good friend came over and we brainstormed about what I might do, to reinvent myself as a Portlander. I had been a long time Oregonian and a lifelong foodie (as in, since I could walk). We did a SWOT analysis, and came up with a few ideas for jobs I would enjoy – and arrived at the idea that I’d be a pretty perfect fit for running a food tour company.

I had always traveled with a focus on local food dishes and traditions, but I needed experience taking some actual food tours. I was always taking notes, and approached one person I took an Airbnb experience from, to pick his brain. What I was really trying to gain an understanding is how people craft experiences – the quantity and info that’s given, how much to speak and how much to let guests breathe in the surroundings, and a lot more.

I started by offering experiences on Airbnb, because that is a platform that exists and markets to interested customers, for a fee. Since I didn’t yet have a website, this seemed like the best way to dip my toes in. I crafted 2 experiences that were focused on food, but were not a full on food tour. And for the better part of the season, I really honed my ability to deliver amazing experiences!

Then I spread my wings and crafted a full on neighborhood food tour of the Kerns neighborhood where I lived. Which by the way, last year, TimeOut listed Kerns as one of the coolest neighborhoods in the world! I was still only on the Airbnb platform, although I worked quickly to get a website up and running. So by year 2, I was focused and successful on acquiring more customers direct, through my website, www.portlandbymouth.com.

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?

I like to say that going on a Portland by Mouth food tour is THE yummiest way to experience Portland.

We are about showing off our quirky city to tourists and locals alike. Sharing an afternoon with guests, so they can see part of what makes Portland special.

Portland is one of the best foodie cities in the states. The chefs creativity knows no bounds. And our small team is passionate about Portland, and can speak with enthusiasm on a variety of topics about the city.

We are focused on delivering a quality experience, so guests feel taken care of. Of course we’ll eat and drink at some fabulous local spots. But we also stroll through the city at a pace where we can absorb the energy from the neighborhood. There are so many things to look at, admire and discover as we walk.

There is truly a lot of work and thought that goes into crafting an amazing experience. Although at the end of it, guests shouldn’t think about all of that. They just know that they had the most delightful afternoon – they felt like they got a true sense of the city and they can’t wait to tell their friends!

Have you ever had to pivot?

I started offering food tours in 2018 – and at that point, I had one tour running. In 2019, I got a second tour running. And in 2020, I was in the midst of getting a third tour running. And then Covid happened.

There were other food tour companies in the city that put everything on hold, understandably.

I did not feel like I could do this, I was just getting off the ground and could not imagine shutting down indefinitely.

The summer of 2020, when outdoor dining became a thing, I pivoted and adapted the Vibrant Kerns tour to be outdoor dining only. And for a year, I ran food tours in this fashion.

It actually gave me an opportunity to stack up 5* reviews and get a stronghold in Portland. By the time when other food tour companies reopened, I had worked on SEO and was placing high in the rankings, had a plethora of reviews and continued to attract guests.

Any resources you can share with us that might be helpful to other creatives?

The most time wasting mistake I made, was not getting booking software specific to tour operators earlier.

My web designer steered me toward using WooCommerce, and while I hobbled by for a year with it – it was TERRIBLY inefficient. Literally, every little thing I did had to be done manually and I was always creating work arounds since I couldn’t do what I wanted within the plug in.

Anyway, if I give any advice to tour operators, I’d say to get some booking software on day 1. Even if the one you choose is not perfect and you switch later, that’s OK!

Contact Info:

• Website: https://www.portlandbymouth.com
• Instagram: https://www.instagram.com/portlandbymouthfoodtours/
• Facebook: https://www.facebook.com/PortlandByMouth
• Linkedin: https://www.linkedin.com/in/sherri-brown-0027051a9/
• Youtube: https://www.yelp.com/biz/portland-by-mouth-portland-3