Sue Keels is on a mission to revive what she describes as “the heart of hospitality.” The owner of Troy-based hospitality consulting and recruiting company Keels Collab, Keels says she grew up in the industry. “I came up through the ranks,” she says. “For me, it was the energy [that drew me in]—it was an opportunity to change people’s lives and give them an experience that would make a memory.”
Prior to starting her company nearly three years ago, Keels worked at upscale restaurants, country clubs, and luxury hotels, spending 18-plus years at the Royal Park Hotel in Rochester, where she served as general manager, among other roles. She now shares her knowledge to help hospitality clients simplify operations, increase sales, transform service, and recruit and retain talent. “The pandemic changed so much in hospitality,” she says. “I saw people were leaving this industry I loved. I felt I wanted to change that, mentor, and coach.”
She supports her clients with guidance, strategy, recruitment, and training in everything from leadership to service. Meeting planners are looking for authentic lifestyle-driven experiences, and she notes top-notch hospitality from venue staff is critical for making those experiences possible. “Making those connections is so important,” Keels says. And she works with her clients to help optimize customer service at their venues for events and beyond.
“Many [of my clients] are so deep in the operation, chasing final counts for events or hoping the dishwasher shows up,” she says. “But after having a fresh set of eyes [come in,] we have many ‘aha’ moments, and that’s the best part of it.”
An experience she had early on while managing a restaurant in Birmingham in 1998 might best illustrate her approach. It was a Tuesday night, and the restaurant was closing. The NHL’s Detroit Red Wings had just won the Stanley Cup, and a team representative called to ask if she could keep the doors open for them to have a private celebration dinner. Other nearby restaurants were already closed or closing up and declined the request. Keels opted in.
“Ten minutes later, [the team] walked in with the Stanley Cup,” she recalls. “They even brought in signed Red Wings jerseys. It’s a really great memory and good learning experience in figuring it out before saying ‘no.’ Just say ‘yes.’ You never know when you’ll get to drink out of the Stanley Cup.”
