We’re excited to continue “Five Questions With Outstanding Leaders,” our new series in which we interview change-makers, visionaries, and thought leaders across all industries and sectors to examine how they achieve professional success that benefits their communities.
Houston is a foodie city.
Full stop.
Houston offers every global cuisine, and diners are only too happy to explore and experience what the city is serving.
However, Houston’s hospitality and tourism are more than its vibrant dining scene.
Just ask Jonathan Horowitz, president of the Houston Hospitality Alliance.
Managing Director John Mann sat down with Horowitz to discuss the business of Houston’s hospitality and tourism industries–struggles, successes, and the future.
Horowitz’s deep experience within the hospitality industry and his background as an attorney and real estate agent made him the ideal hire for the high-profile president position. The HHA is an organization that strives to promote, connect, and energize Houston’s hospitality and tourism business and create industry success in Houston.
For more than 17 years, Horowitz developed, operated and led multiple marketing restaurant/bar concepts, including Legacy Restaurants (Original Ninfa’s on Navigation Tex-Mex restaurant and the Antone’s Famous Po’ Boy sandwich concept) Lasco Enterprises, LLC (The Tasting Room Wine Cafe, MAX’s Wine Dive, Boiler House Texas Grill) Midway Hospitality Development and Convive Hospitality Consulting, a full-service hospitality consulting service. He received a Bachelor of Arts degree from Rice University and JD from South Texas College of Law.
Since being named HHA president in October 2023, Mr. Horowitz has addressed Houston City Council members at City Hall, discussed the Houston Hospitality Alliance and its mission to promote, represent, and advocate for the entire hospitality industry in Houston, and led the HHA Business Forum.
Horowitz is an ardent community supporter of many organizations, eager to illuminate the city while growing the HHA.
“I am thrilled that Jonathan joined the Houston Hospitality Alliance as the new President, bringing with him over two decades of leadership and innovation in the hospitality industry, as well as a deep-rooted commitment to the Houston community,” said Mann.
Read on to learn Horowitz’s thoughts on how the city can grow its convention business and how his time as an attorney complements his role as HHA president.
JM: Let’s discuss opportunities and challenges concerning hospitality development within the Houston landscape.
JH: We currently are in the most challenging environment ever for the entire hospitality industry. Prior to the pandemic, things were in a pretty good place; however, the pandemic changed everything for the industry. There are a few areas where hospitality continues to struggle:
1. The overall cost of doing business – everything is considerably more expensive than it’s ever been. The cost of goods, labor, rent, insurance, and just about everything else has increased dramatically and shows little sign of slowing down anytime soon.
2. Labor shortages – the industry lost millions of workers during the pandemic, and many have not returned. It’s been difficult and will take a long time to organically replace them in the labor cycle.
3. Changing consumer habits—Consumers now demand more efficiency and value when considering hospitality purchases. Technology advanced considerably during the pandemic, making it easier to obtain things quickly and cheaply, and consumers are demanding more for less. This stresses an already stretched system.
4. Overall competition… while many operations have closed, a slew of new companies have opened here in Houston. New restaurants and hotels appear every day and create a more competitive environment for all involved. Notwithstanding the fact that our population continues to grow, there are only so many customers to go around.
JM: Houston is a destination for new businesses and conventions. How do you take advantage of that momentum moving forward?
JH: It’s all about providing a complete and memorable experience. Consumers expect more and more now, so they have to be “wowed” once they’re here. Many people have preconceived notions of Houston and don’t realize how diverse, cosmopolitan, and exciting the city really is. Once they get here – for whatever reason (business, pleasure, a convention, the Med Center, etc.), they come away with a great appreciation for what Houston offers. The overall hospitality industry in Houston is extremely strong, and once people get here and experience it, there’s a good chance they’ll come back.
JM: The Greater Houston Partnership’s latest data reports that almost 11% of Houston’s employment is in the Leisure and Hospitality sectors. How do you grow that industry?
JH: It’s happening – see above. New places are opening every day, and companies from all over the country are coming here because they recognize the great opportunities here.
JM: How does your background as a hospitality business professional and an attorney support your role as HHA president?
JH: I am fortunate in that I’ve seen both sides of the industry – having been an owner and operator, I can understand and empathize with those who are running hospitality businesses in the city, and I’ve been involved in a restaurant trade association for nearly two decades. These perspectives help me on a daily basis to help guide the HHA. As for being an attorney, that helps me all the time – not only with work, but with general life issues. It’s a great education and experience to have, and it gives me a better understanding of how to deal with people, contracts, and potential disputes.
JM: What are the next steps of growth for the HHA?
JH: We are focused on growing membership every day. Just this year, we’ve doubled the number of members and are not slowing down. We recognize that, in order to keep members engaged and to attract new ones, we need to provide great value. We have four primary value propositions as an association:
1. Promotion of the Houston hospitality industry locally
2. Advocacy on behalf of the industry in Houston
3. Connection – providing the members of the industry the opportunity to connect with each other, share best practices, engage in business together, and find community with each other
4. Education—We provide educational opportunities for industry members to learn more about issues and topics key to their businesses’ success.