In honor of Black History Month Donata Russell Ross, Owner & CEO - Concessions International, shared her personal stories, experiences, inspirations and her take on how business has changed since the pandemic began.
A brief Introduction of your journey
After graduating from the University of Pennsylvania with a Bachelor of Economics and Marketing degree, I joined corporate America to apply what I was taught. Little did I know I would soon be applying what learned to benefit our family business. After gaining some practical experience, I began my career in the airport concessions industry in 1984. I joined Concessions International, LLC (CI), the family business my late father, Herman J. Russell, Sr., founded five years earlier in 1979. He realized the industry’s potential and asked me to join the team and learn the business. Thirty-eight years later, after serving in various positions, I am still here! I’m honored to be serving as the company’s CEO where I am responsible for the development and actualization of the company’s vision, mission, and overall strategic direction.
Background on company history and how it’s flourished over the years
Founded in 1979, CI’s first airport operation was at Los Angeles International Airport. My father and company founder, Herman J. Russell, Sr. was a true entrepreneur and believed that it was necessary to fully understand any business that he was involved in. Therefore, as a strategic move, he would partner with the prime operator only if he was given an opportunity to learn the business by operating as a subtenant. Subsequently, we became one of the first Black-run food and beverage concession subtenants in a major airport. We continued to grow, and by the mid 1990’s, we graduated from the Airport Concessions Disadvantaged Business Enterprise (ACDBE) program. Since that time, we have operated as a prime concessionaire in several major airports throughout the nation and have purposefully and strategically partnered with more than 30 different ACDBE firms, some of whom have also graduated from the ACDBE program. We currently operate more than 30 different national and regional brands including quick service, casual dining, bars, deli/snack and coffee brands in eight airports. At the heart of our success are our employees. We value our team and strive to provide airport customers with an unparalleled food and beverage experience.
2020 has been an unprecedented year in many ways and you have been at the epicenter of lot of changes in the company- What does a normal day look like in the “new normal”?
In early April 2020, we closed most of our airport locations. Over time, we have gradually reopened units as travel slowly returns. We still have several units that are closed and hope to open these units in early 2021. During this time, we have continued to focus on providing safe working environments for our employees and customers. This includes implementing protocols around social distancing for customers (floor markings, reminder signage, and ensuring only a certain capacity is reached inside) and employees, implementing regular cleaning procedures and requiring PPE (mask, gloves, sanitizing gel) for all. We are still limiting the number of employees in our administrative offices and the great majority of these employees are working from home. We have also been evaluating our business models and processes to identify ways to find efficiencies in our new normal. In the coming months, we will continue to focus on the health, safety and wellbeing of our employees and customers while retooling the business to meet the new normal.
One piece of advice to new or established, but struggling entrepreneurs trying to get their business off the ground in 2021?
For existing businesses, this is a time to reevaluate and reset. Look for the opportunity to rethink your business. If there are technical assistance and financial resources available for small business owners in your area, take full advantage of them now. Flexibility is key, and do not be afraid to pivot to meet a changing demand. If you are just launching your business, look for where there’s a need that hasn’t been met, or needs to be met differently. Differentiate yourself from the competition no matter your status.
Who are some heroes in Black history (or entrepreneurs) that inspire you and Why?
My father, Herman J. Russell, Sr. is my hero. The success he achieved despite having a speech impediment and growing up poor in the Jim Crow South inspires me to work hard and never give up! I am also inspired by all our ancestors…especially the women who worked in the fields all day, were abused, beaten and yet encouraged their children to trust in God and keep going. Their strength is in our DNA and continues to drive us forward.
What does Black History mean to you?
The contributions Black Americans have had on the very fiber and fabric of our country, known and unknown, have contributed undeniably to the accolades we have received as a nation. Black history is American history, all year long. Black people played and continue to play a major role in making America great.