Craft Your Career: Showcasing the Future of Hospitality Talent

Courtesy of Subhan Photography and Experience Grand Rapids.

Experience Grand Rapids recently launched Craft Your Career, a campaign designed to inspire the next generation of hospitality talent.

Created as part of a broader workforce development effort, this campaign provides young adults with insight into the world of hospitality. By combining storytelling and interactive tools, it is intended to reshape perceptions of the industry and shows hospitality’s potential for long-term growth and opportunity.

“We want people to see hospitality not just as a job, but as a craft where you can grow, lead, and leave your mark,” said Kate Lieto, Vice President of Marketing at Experience Grand Rapids.

This is done through stories of local professionals who are building meaningful careers in West Michigan. Through “Day in the Life” videos and firsthand perspectives, viewers gain insight into the realities of roles in hotels, restaurants, attractions and beyond. These stories highlight not only the variety of career options available, but also the journeys individuals take to get there.

The campaign emphasizes the diversity of career pathways within hospitality, showcasing opportunities in operations, marketing, culinary arts, guest experience and leadership. Many of these roles begin with entry-level positions and evolve into long-term, fulfilling careers—an important message for those who may not realize the upward mobility the industry can offer.

In addition to exploring career stories on the campaign website, visitors can also find an interactive quiz designed to match their interests, skills and goals with potential career paths, allowing them to see how their strengths can translate into opportunities within the industry.

As tourism continues to serve as a major economic driver in the region, workforce development efforts like this help ensure the industry remains sustainable.

This initiative was led by the Workforce Development Manager at Experience Grand Rapids. Qi’Shaun collaborated with Explore Hospitality Industry Talent Council members and Experience Grand Rapids partners to ensure a broad range of careers and businesses were included in the campaign.

Those featured are:

• Emily Lumsden, Director of Sales, Country Inn & Suites Grand Rapids East Beltline

• Aidan Van Doren, Server, Terra GR

• Lizzie Molnar, Flight Coordinator, Otter Air Services

• Maylyn Southavilai, Volunteer Assistant Manager, ArtPrize 

• Paolo Mendivil, Vice President of Catering, El Granjero 

• Darrin Mayweather, Executive Chef & Director of Hospitality, The 1530

Qi’Shaun then worked with AVES Films and Mainfeed Marketing to bring the campaign to life.

Craft Your Career is a tool for inspiration, connection and possibility. Whether someone is entering the workforce, exploring a career change or simply curious about the hospitality industry, it offers a meaningful starting point. 

Click on the link below to watch a video on our new Craft your Career tool!

Watch the video