Your Maine Concierge: No One Knows Maine Like Food and Travel Expert Vanessa Santarelli

Today I have with me in the studio, Vanessa Santorelli. Thank you for coming in today. I'm happy to be here. So Vanessa, you have so many things that you've done, but what is it that you're working on right now that is so very exciting for the state of Maine? Oh, well, thank you for having me again. I'm really excited to be here. Um, gosh, I feel like I've got a few things that I'm doing that I'm really excited about. One, um, I just started filming for Main Food Story, which is a spinoff of Main Life, um, which I am grateful to be included on, uh, with AO Valley, the founder of Main Life Media, and, um, starting to get more clients, planning their upcoming visits to Maine for the 2023 season. And, uh, I have a full calendar of culinary events, um, both, uh, industry only events and also ones that are open to the public to sign up for really fun and exciting events all throughout the state. So lots going on . Yeah. In some ways. Well, and it's impressive because if I look at what you've done over the years, I mean, you've really done a, a, a broad variety of things. I mean, we actually have an intersection because for some period of time you worked with the main primary care association Yes. And your sister, right. Is um, one of the providers that worked for one of, uh, the community health centers. I remember. Um, yes. So I had a 20 year career in public policy and advocacy. Um, and the last five years of that career, was that the main primary care association? So, um, I've, uh, I've been very fortunate to have had, um, experiences working in nonprofits, working for private lobbying firms, working for state government, and then now, uh, as a small business owner. So it's been, it's been interesting to see , um, the different perspectives and approaches to, you know, work here in Maine and life here in Maine in those different capacities. You grew up in our state capital? I did. I was born and raised in Augusta. Very proud to say that. Um, and, uh, so, you know, the State House was obviously just this big focal point, um, but Coney graduate, um, undefeated state field hockey champions, . Um, actually we were class a undefeated state basketball champions on the women's side as well, although I didn't play basketball. So yes, I proud Coney Ram. Grew up in Augusta. Spent a lot of time though in Lincoln, Maine. Um, our family had a summer camp, uh, had a camp up in Lincoln, um, that my dad won in a poker game. So we spent many childhood days and weekends up at camp, swimming and fishing and, you know, riding four wheelers. And yeah, it was great. It seems like it's a somewhat high stakes poker game if he's winning a piece of real estate. My dad, uh, yes, uh, he actually, his interesting background, he was an Italian, uh, chef and cook and wonderful, brilliant. Um, that's part of where I get all of my interest in sort of everything culinary. Um, but my dad, he's, he's my late father. He's no longer here with us. He, um, he ran, I don't know if they were legal, um, poker games and things like that. Um, and yeah, he, yep. Unfortunately somebody lost their camp. And I, that was before I was born and, but I got, I was beneficial. Uh, I was one of the beneficiaries of him winning that in a game. And we have a lot of fond memories, um, of our time there. I believe that your, um, your interest in fine food goes back even further than your father. Absolutely. Um, my grandparents, Guido and Jovanna Santorelli, um, they had restaurants in East Hampton, long Island, uh, the Villa Door, where actually Ray Charles used to play the piano there from time to time. They had photos that they would show me, and Barbara Streisand used to dine there. Um, on occasion, they also owned a restaurant, um, called Guidos in Astoria, Queens in New York. And then, uh, they were actually avid outdoorsmen. Um, my nana was, uh, hunter, um, and they, with their friends from New York somehow, uh, found their way to Maine. They owned these traditional sporting camps up in the Kata region, but they also, um, owned a restaurant, an Italian restaurant in Augusta on Water Street called Guido's Wine Cellar. So, um, as, as a child, I used to remember seeing Maine's big politicians coming in and having lunch and dinner. And yeah, it was a, it was a wonderful restaurant. Um, great memories. Um, I was very fortunate. I got homemade pasta, homemade sausage, homemade bread, um, you know, Venice and cutlets from the deer that my nana, you know, hunted, uh, as a child. And so, yeah, I, I have that in my blood, I guess. So, do you feel that the work you're doing now is a way to help other, um, main chefs and people in the hospitality industry gain more exposure? Um, gosh, I, there are so many chefs and folks that are in Maine's Food and hospitality universe that I've looked up to for a long time. And when I left my career in, you know, kind of like government and politics and, and public policy, I, I mean, when I was in that life, I was fortunate to travel the entire state, and I spent every dime pretty much that made in that world, you know, on where I was going to eat, where I was gonna stay, recreational things all across the state. So I was fortunate in that I built friendships and other types of relationships with a bunch of folks, um, in that world. Um, and I feel like I'm grateful that they are willing to, you know, support me just as much as I support. I would like to think that I support them. So, um, I mean, there are definitely, you know, chefs and innkeepers and cheesemakers and brewers and distillers and others that I, you know, they've been around and, you know, paving the way for a long time, and they certainly don't need my help, um, to sort of elevate their profile. I feel like it's almost the opposite. So, um, in fact, one of my, um, you know, marketing ideas, which was like, I don't know if it was a, just because I didn't have a lot of money as a new start, was, um, I would approach ins that already had a presence, you know, in the state, people would go and, and book rooms with them, and I would say, Hey, you know, rather than be like a quote unquote travel agent where if I book somebody to stay at your property, one of my clients, you pay me a fee. I said, Hey, I'm not gonna do that. I will refer clients to you. Would you be willing to put my logo, uh, you know, link and description somewhere on your website? So, so they were like, that's all we have to do. It doesn't have to be on the homepage. There's no expectation of people, them sending me people, but I would get clients who would see my logo on all these hotels websites. And it was essentially a way to get some free marketing out of it. Um, and so that was, yeah, I think that's brilliant because what you're talking about, um, is, is a way that you've kind of created value, but has also been valuable to you. Mm-hmm. , but not in a way that I, I think recently, um, influencers have gotten a little bit of a bad rap for asking for free stuff mm-hmm. and understandably so, because, you know, people who are in the hospitality business, it costs them money to make food and, you know, have rooms available, for example. Yeah. So for you just to say, you know, this is a relationship. We're building a relationship, and I appreciate that, and, um, hopefully this will come back to benefit me. And it sounds like it has, I think that, that, that really feels better than asking for kind of free, just the traditional free stuff approach. I've never, um, wanted, nor have I just gone to any restaurant or in and just said, hi, I'm a I'm an influencer or a blogger or whatever, and can you give me a free meal? In fact, um, and I don't, you know, if that's what folks do a, as part of their business model, more power to them, um, I don't disparage them for that. What my approach, I, for my approach, as you just described, you know, the chefs, they're operating on the tightest of margins. And I also wanted to have an unbiased opinion when referring my clients to a restaurant about like, you know, I paid for my meal at the restaurant, so if I don't really enjoy it, maybe I don't include it on , you know, a client's itinerary. Um, but if I, if I did enjoy it then, or maybe if I enjoyed three of the dishes and not the fourth, maybe I say, oh, this restaurant's fantastic. Here's what I would recommend you order, is I just don't wanna be negative either. I've gotten criticized occasionally, um, on my Instagram, I'd get occasional direct messages from people saying, oh, all you do is say, this is the best pizza. This is the best pasta, this is the best, you know, octopus, this is the best whatever, uh, burger. Um, why don't you ever tell us what you don't like? And it's like, I'm not trying to put myself out as a food critic. I, I don't, you know, I'm here to, um, I, you know, I think there's too much negativity in the world. I'd rather focus on positive ways to help promote our, you know, incredible, um, food and hospitality businesses in any way, shape or form. And, you know, I'm not gonna be putting posts up that, that say nasty things about anyone. Um, so yeah. , Well, you know, I wanna go back and I wanna say, I also agree with you if, if there's an influencer whose business model is to feature food that they, or some product that they've been given access to, and obviously there's a value to the work that the influencer does, I also completely agree. I don't have a problem with that per se. I, I just think your model is, is interesting for the reasons we've described. And also, I really value the fact that you're talking about kind of a very kind of, um, kind of a strength oriented approach to, uh, making pleasurable things happen for people within the state of Maine. Because I, I know when I was working with the, with Maine Magazine and the other magazines mm-hmm. , um, that was often a focus was, let's show the best of Maine. Let's, let's show people the best houses and the best restaurants. And, and by best, I don't mean like, this is James Beard nominated, what, what I mean is here are, are all these really wonderful options that exist, and you might like this one, you might like this one, you might like this one. And it was the same sort of criticism would come in. People would say, well, that's not really a biased opinion, if everything is the best. And it's like, well, but doesn't, don't we have a broad variety of people with a broad variety of Tastes? Of tastes. Exactly. Well, it's interesting you talk about Main magazine and, and, and I should also say, um, if I do go to restaurants, I do get a dish sent to me occasionally that I don't pay for because the chefs are sending me a dish and I don't send it back. I mean, I'll eat it. , that would be really gladly, that would be rude, and I'm not rude. Um, so there are times, you know, and if I have an established relationship with an inn, sometimes they'll offer me a business rate or a discount on the stay, or even at sometimes if I'm partnering with them a free stay because they value that relationship, I just mean that I don't enter into situations where I go in expecting, you know, anything for free. Um, I go in expecting that I'm going to pay for it and considering that a value. But with respect to Main Magazine, so I subscribed to Main Magazine, this was back when I was in that previous life, um, career life and when I was in New Hampshire, um, working as the director of New Hampshire Public Policy for Baystate Primary Care Association. Um, when I left New Hampshire to come back to Maine, my gift to all of the staff at Baystate was, uh, annual subscription to Maine Magazine, because all I did was talk about how much I missed Maine. And I thought that Maine Magazine did a wonderful job of, you know, I mean the artwork, the photography, the descriptions, the restaurant features, all of those things, I, I, you know, really enjoyed. And in fact, um, when I started my business, um, Chris Cast, um, was, um, instrumental in helping me to sort of come up with that brand and the logo and, um, you know, so I, I have a connection there as well. And so it's, it's funny how we all have, instead of the six degrees of Kevin Bacon, we have like the one degree of separation here in Maine or something. Yes, that's certainly true. . Yes. Um, so I, I think, you know, when I, um, when I'm thinking about growing up in Maine and how much Maine has changed, I know I've had my experience, um, and I now work with a healthcare system based in Augusta that has a well relatively brand new facility mm-hmm. . So I know that's at least one area in which the Augusta area has changed. But as an Augusta native, I'm sure there are many, many more than I am not even thinking of. What's the difference between where you grew up and what that area has evolved to, in your opinion, Augusta itself? Yeah. Yeah. Um, so gosh, I've seen Augusta go from kind of a really vibrant, bustling community as a child and the downtown to sort of a period where the downtown just kind of collapsed. There was all these investments in these like big box type, you know, developments on various different areas of my hometown. And, um, I'll never forget, you know, so Water Street in Augusta was a hub of the community. You had high-end men's clothing stores, high-end women's clothing stores, shoe stores, bakeries, my father's restaurant. There was another restaurant, Hazel Greens, you know, the politicians and lobbyists and lawyers. And so there was a business community. It wasn't just considered a community where folks would come in work and then leave. People actually would go down into the downtown area and support the businesses there, um, as opposed to kind of go to all these sort of bedroom communities and surrounding areas or whatever. And then, um, and I'll never forget, it was the flood of 87, um, and it was a massive flood. And the river, Kennebec River was so high that the, um, the smaller bridge, um, so there's the Memorial Bridge and the smaller bridge, the water was actually going over the top of the bridge deck. And my father's restaurant got completely flooded, as did a number of the other businesses down there. And it was that flood that ended up, I think, kind of my grandparents and my father closed, and my mother closed the restaurant. Um, and then like, it just seemed like that was, that period then all of these developments were happening in different parts of the, the community. And it was really sad to watch because the downtown was really devastated, I think. And, um, it had a huge impact on, um, you know, that small town kind of, you know, sort of fabric of the community feel. But now as we're seeing, I mean, the really wonderful, um, developments happening with, um, the investments. You've got all these new restaurants down on Water Street again, like, you know, Kush Knock Brewings down there and state lunch and the Oak table, and, you know, businesses are coming back and being supported downtown Diner. And, you know, I go on and on. Um, and it's really wonderful to see. And I also credit, um, you know, organizations like the Main Development Foundation and others, um, you know, for, you know, saying we're gonna move our offices downtown before all of these other businesses started seeing the downtown as a value again. So I can tell you in my current position where a big part of my job is bringing medical staff, doctors, nurse practitioners, physician assistants into work for our healthcare system, um, is helping people to understand the value of this area and the value of the gardener area and the value of absolutely. The Waterville area. Yep. And so, you know, we will take our new medical staff out to dinners on Water Street, or, you know, up to Waterville on Main Street, and, um, to, to have to show them like this, this is Maine. I mean, this is a really wonderful part of Maine where you can get great food and the people are very friendly and invested in the community. And, and I think this is what brings, and I'm just interested, yeah. I'm specifically talking right now about like the healthcare professionals, but this is what brings generally people to the area, right. And then causes them to stay and raise their children and, you know, continue to build that community. And I, and I think when we talk about Maine, that's really what we need. Absolutely. Um, and at Maine Primary Care Association, I remember the community health centers, they had, you know, I mean, the recruitment issue obviously was a huge concern. Um, I was really happy that during my time, um, in that organization, we built a strong coalition and passed the first ever primary care professional's tax credit in the state. Um, New Hampshire had had one. And when I came back, that was one of the things that I had said would be a goal, um, when I was hired for my physician, because obviously the recruitment and retention situation for not just physicians, but nurse practitioners and physicians assistants and medical assistants was so, um, you know, critical, especially in rural areas, but also in, you know, larger communities like Augusta, um, and Portland and elsewhere. So, um, so yeah. And you know, I, I just remember, you know, folks talking about like, where can we take, I mean, as a lobbyist in Augusto, we wanna be able to take folks out for lunch in Augusta, and I love Hollow, but like, they would also be like, well, we're, we're going to hollow. No, they, there was just like, not a lot of options in Augusta for a while. I mean, you know, um, the Thai restaurant awesome, you know, the Senator great. But, you know, I think it's really nice to see a little bit more of a dynamic variety of options. Now, I also like when you talk about the, the concierge service that you're providing, you're bringing people into the state to enjoy kind of a, a slice of our experience when we live here in Maine that people are so connected to our state mm-hmm. once they leave mm-hmm. , I mean, the people that we have coming into the Portland Art Gallery, they went to summer camp here, or they had a great meal on the deck of, um, you know, a lobster shack out in, you know, some part of the coast. You know, like there's some, and people will connect to these experiences and they're so, so, um, it creates so much longevity with their memories. So what you're doing now is interesting cuz you're kind of, in a weird way lobbying a slightly different stakeholder group, but also kind of having the same impact possibly over the long term, like creating this interest, bringing people to Maine. Maybe they'll come back, maybe they'll remember it, who really knows, maybe it's two generations away, but you're, you're building that business for Maine. Yeah. And, uh, very well said. And it's funny because I have repeat clients who are from places like Tennessee and, you know, California and Texas, and they, they just loved their experience here so much that now, you know, they had planned to go elsewhere. Like, you know, okay, we went to Maine, we've done that. No, now they actually wanna come back. They wanna buy properties here, they wanna buy camps here, they wanna go to different destinations. Um, what I also like is that, you know, I think people who wanna come to Maine, some of them have an idea of, you know, oh, we wanna go to Bar Harbor and Mount Desert Island, or we wanna go to Kennebunkport. I mean, we all know those are fantastic communities, but if they're staying for like any length of time, I really do try to encourage them to get inland, to get up north, to get farther down east to, to go to Western Maine. Because I mean, there's just so many, I mean, and there's, every place has something that's incredible about it. Aaron and I just filmed a main life episode in Rumford and Mexico. Um, I mean, I just love it. I, I love it. I love every place we go to and there's something, um, really wonderful and special about every community here and, you know, and really grateful that I get to show guests from away. I mean, I have a lot of clients that are Mainers that are just like, Hey, you know, we really have never, you know, that there are a lot of Mainers that have never ventured outside of their home community or within a 30 mile radius. And now they're, you know, saying, we wanna go somewhere else, but we want your, you know, advice on what you think we might enjoy. So it, it does bring me a lot of joy for sure. Well, and again, if you're talking, it's not just the bring people in, but it's to keep people here. Mm-hmm. So if you are having people from Maine who are clients of yours, and you're, and you're able to say, look, look what's around you, look at this community that you are a part of, or look at another community that's a little bit further away, but still within our state. I mean, that's just such a wonderful way to keep people connected to this place that, that really, even in, even on the worst of days, I still feel fortunate to live here. Mm-hmm. . I agree. Um, and I mean, I'm getting folks that are calling me not to set up their vacation plans, but folks that are coming here for business that wanna extend their business visit, or folks that are just like, I'm thinking about buying a home in Maine, but can we just have a call so that we can weigh options and I can ask them about their varying interests and then say, okay, well based on that, you know, these are the types of communities that kind of meet and exceed all of those needs. So it's, somebody told me when I started my business that you're gonna think your business is gonna have this, you know, what you put in your business plan is gonna be constant and that, you know, you have this business idea and that you're just gonna continue in that direction. And they said, when you start your business, it's, you're gonna have all of these different, um, avenues that are, or opportunities are gonna present themselves that kind of branch off of that. And it's, you know, the folks that, um, you know, kind of see those o as opportunities and pursue them, you know, that tend to be the most successful. Well, I Think you and I, the first time I interviewed you was as you were just starting your concierge business, um, it sounds like it, at, at least according to the number of things you have that are planned and your bookings that you have been successful . Um, yes, I am. Um, I have a friend, uh, CACO, chef Caco Suzuki, Stein Burger. She owns Suzuki Sushi Bar in Rockland. And she's very humble and very modest about, you know, always learning. You know, you're never, you know, you should never kind of consider yourself there or a hundred percent successful at its continual growth and all of this stuff. And I feel that way. I could never have imagined the, um, I guess amount of success that I've achieved thus far with this new business. There were so many people who, I mean, I got turned down from my business loans from banks because they had no idea what this service, what my business model was. Um, they didn't wanna take that level of risk. Um, and that was hard. Um, you know, and I also had a lot of folks that, our friends of mine that were restaurant owners and in keepers that also said, how are you gonna make any money? How are you gonna feed your, how are you gonna survive? I don't even understand what you're talking. We have a concierge. We, you know, and um, so, and it was funny. They were like, good luck. Yeah, I think somebody else tried this. I'm like, no, nobody's ever tried it this way. Like, trust me. Um, so, um, not to sound cliche about, oh, there were all these naysayers and then I shown them, I proved them wrong. Um, there were tons of people that were wickedly supportive. Um, but it was not easy. And it is still not easy. I mean, I have a ton of debt from the Covid period. I was still building my business. I think people see me and they see my Instagram and all these luxurious meals. I get to enjoy all these ins and all these experiences and Oh, I'm snowmobiling this week, I'm fishing this week. I, you know, you have to project that you are, I mean, I am having fun and it, but it is a lot of work. Um, and I am struggling to pay my bills now. I mean, if I'm really being honest, I have a mountain of debt from deferring my home mortgage payments during Covid, as do a ton of other folks in not just the food and hospitality industry, but tons of small business owners and large business owners. And all these people I couldn't qualify for. Some of my business wasn't, um, eligible for some of the grants and other supports that were available during that period. I had to, I mean, the fortunate thing was I was partnering with, uh, vacation rentals and I was doing provisioning and delivery services to people who were kind of quarantining in place in their summer homes, which became their, you know, homes and things like that. I mean, I know that it looks like I'm wealthy and I get to do all these things. And it is important for me to project that I, you know, I'm, I'm doing that because it supports my business. It supports those businesses that I rely on for my business. But it is, um, I'm, I'm not like woe is me. There are a lot of people who are really, really struggling in Maine and elsewhere, um, who can barely put a meal on their plate. But like, um, you know, for me to keep paying my mortgage and pay my property taxes and put heating oil in my, uh, I mean, like, I run it almost to empty and then refill it. And I'm just being real because I think that it's important. And I think it's to be honest about these things, like, yes, do I feel like I've achieved success? Yes, there are certain ways that I can measure that, but I mean, you know, I'd like to be able to get to a place where I am not sort of, you know, sort of dealing with high anxiety about whether I'm gonna be able to keep my house and whether I'm gonna be able to pay my bills and all of this stuff. So, um, I, and I think it's, um, important for, for me to be honest about that. And I love that you're sharing this and you're willing to be honest. Cuz I think it does, it puts you in a place of vulnerability that, that you can equally say there's all these great things. And, and I think people who have not tried to operate in a small business space have no idea of the personal risk involved and have no idea how much time is spent working on the business. I cashed in my retirement. I have no retirement, I have no savings. , I, that's . I mean, like, you know, that's a real, and that's not just me. I know tons of other folks that are like some of the like highest rated chefs, some of the highest, you know, most, you know, beautiful properties in Maine and we put every dime that we make into business. So yes. Am I getting to eat at Primo or Cheal or Walkers Main or, yes. I, I, because when I get a client I'm getting paid, but I'm also reinvesting those dollars into my business because I need to continue to, to bring in income and those clients want me to know, you know, stay current on things. Um, so anyway, I mean maybe I'm doing that overshare stuff, but I also think, I think that these conversations are important, um, because we all have, nobody walks a mile in anybody else's shoes. And I think people sometimes need to come from places of understanding. Um, and that what you see sometimes isn't the full story. What I post on Instagram, you know, and I like to use a lot of humor. Uh, it's, it's good and it's therapeutic and whatever, but I also, you know, I work my ass off and I'm gonna continue to do that cuz I have no other option. , I'm not a trust Farian, I don't have a trust fund, I don't have any retirement. So am I worried now cuz I'm 45? Yeah. But you know, we just keep, keep plugging away. That's what we do here, right? In Maine, that's what we do. Well, I think so. I'm guessing it's also what your grandparents did. Yeah, I don't think you Can, and my mother and my father, they're all, you know, it's, that's, you know, so, But I think, you know, this, this what you're identifying is something that I, I'm not sure everybody understands. You can be the owner of a very successful appearing mm-hmm. or successful or Successful. Successful, Yeah. By some sort of measurements business and also, and also, and also there's a whole backstory that most people have no conception of unless they themselves have actually been doing that type of work. So I think the fact that you're willing to kind of keep showing up every day, working through your own kind of honest assessment of your life and your needs and what you need to move forward, but also working with other people who are similarly doing this and just, you know, whether it's a chef, whether it's somebody in the hospitality, some, an owner of an inn, um, and doing that, I mean, you've identified something that's really big covid was, it hit the industry very, very hard and a lot of industries mm-hmm. and we're still in it. Yep. , we still