The Global Workspace Association recently hosted an “Ask Me Anything” session with James Frankis, Head of Product at Convene. James shared valuable insights into Convene’s approach to creating top-tier workspaces and events, drawing from his extensive experience in both the UK and the US. Here are the top five takeaways from our conversation with James, offering a glimpse behind the scenes of one of the industry’s leading hospitality platforms.
1. The Genesis of Convene’s Unique Product Offering
James Frankis began his journey with Convene after an unexpected yet fortuitous encounter with Ryan Simonetti, Convene’s CEO and co-founder. What started as a mentorship turned into a pivotal career move, leading James to spearhead the development of Convene’s London operations. This transition from consultancy to operational leadership gave James a unique perspective on how Convene could differentiate itself in a crowded market. He shared, “We wanted to create a product that wasn’t just a workspace, but a fully integrated hospitality experience. That vision has guided us from day one.”
2. The Power of a Multi-Product, Multi-Brand Strategy
Convene’s evolution from a meetings and events venue to a multi-product, multi-brand hospitality platform has been a key driver of its success. The acquisition of etc.venues and the launch of their workplace product in 2018 expanded their offerings significantly. Today, nearly 50% of Convene’s revenue comes from Master Service Agreements (MSAs) with Fortune 100 companies, ensuring consistent, long-term revenue across multiple product lines. “Being able to offer a variety of products under one umbrella allows us to meet the diverse needs of our clients, whether they’re looking for event space, flexible office solutions, or a combination of both,” James explained.
3. Designing Spaces with a Hospitality Mindset
One of the standout features of Convene’s approach is its emphasis on creating spaces that feel more like high-end hotels than traditional offices. James highlighted the importance of combining meetings and events venues with workplace offerings to create a seamless, hospitality-driven experience. “Our spaces aren’t just about providing a place to work—they’re about offering a full suite of amenities that make our clients feel valued and supported,” he said. This includes everything from fully catered meetings to design services that help tenants customize their spaces to reflect their brand identity.
4. Prioritizing Hospitality Talent
Convene’s success is built on the expertise of its team, particularly those with a background in hospitality. The company’s hiring practices focus on attracting talent from the hospitality industry, recognizing the value of their customer service skills and experience. “We tend to focus on hiring from a hospitality background, and be it directly from hospitality school or from great hotel brands,” James shared. He also emphasized the importance of being clear on the “what’s in it for me” aspect for employees, ensuring they understand the tangible benefits and career growth opportunities within the company. This approach not only helps in retaining top talent but also ensures that the level of service provided to clients is consistently high.
5. Strategic Growth with an Eye on Profitability
Despite the challenges posed by the current economic climate, Convene remains focused on strategic, sustainable growth. James shared that while Convene is exploring new markets like Atlanta, Nashville, and Miami, they’re also committed to expanding within existing strongholds like New York, Boston, and London. “Our growth strategy is aggressive, but it’s also measured. We’re not just expanding for the sake of it—we’re doing so in a way that ensures we remain profitable and continue to deliver high-quality experiences for our clients,” he emphasized.
Final Thoughts
James Frankis provided a wealth of insights during our AMA, offering a detailed look at how Convene is navigating the complexities of the modern workspace and events landscape. From their focus on hospitality to their strategic growth initiatives, Convene continues to set the standard for what a flexible workspace can be. As James put it, “We’re not just creating spaces—we’re creating experiences that our clients can rely on, day in and day out.”
Whether you’re an operator looking to refine your product offering or simply interested in the future of flexible workspaces, these learnings from Convene offer valuable guidance on how to succeed in an increasingly competitive industry.
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