Real Talk With Alana Dickson
Alana Dickson is a familiar name to many in BC’s hospitality sector. Through her role as Executive Director of the BC Hospitality Foundation, she is passionate about providing financial assistance to hospitality workers and their families facing health conditions. We sat down with this powerful marketing leader to understand her journey, advice for up-and-coming leaders and what lies ahead for BC Hospitality Foundation.
When you are not working as the Executive Director for the BC Hospitality Foundation or running your firm Aurillia Consulting Ltd, what might we find you getting up to?
I am most likely checking out one of Vancouver’s new restaurants, attending a live performance or travelling. I will take any opportunity available to squeeze in a new adventure! I also spend a lot of time mentoring new entrepreneurs. I am a firm believer in paying it forward.
Can you share with us some of the highlights from your career to date?
Learning about people and understanding different cultures is important to me. I have been extremely fortunate that my career has allowed me to travel. With most of my clients involved in food and wine, I have had the pleasure of taking part in cultural activities, food, and wine experiences across Europe, North and South America.
Women are at a higher risk of burnout. What do you do to balance the demands of your roles?
Like others, I don’t always get the balance right! But when I do, it is because I have honoured my routine. Before I sit at my desk, I accomplish a few things that I am more likely to brush off at the end of the day. I start my day with a workout and read 10 pages from one of the books I have on the go. I prepare weekly meals on Sunday afternoons to ensure I eat healthily. But most importantly, I make time to catch up with friends and family, see a live performance, and spend time outside.
What words of advice do you have for women in the industry interested in senior leadership, who may be discouraged right now?
One foot in front of the other! Remember that every step large or small is a step forward. Take time to get really clear on what you want and then develop a system and action plan that will help you achieve this. Break it into steps that are manageable and realistic.
Network! People want to help others. If you are clear on what you want and bold enough to put it out there, you will be surprised how many people are willing to make a connection for you to help you achieve your goals. Lastly, surround yourself with positive and like-minded people.
Can you talk about one woman who has impacted your life and career?
It’s hard to single out just one! Christine Coletta at Okanagan Crush Pad Winery has always been a great mentor to me. She saw my potential early in my career, encouraged and challenged me to grow and provided support along the way. I wouldn’t be where I am today without a champion like her rooting for me and showing me the tools I needed to keep going.
You are part of an organization that has given away over a million dollars to tourism and hospitality workers in their time of need. Tell us about what you're most proud of since joining BCHF and where you see the foundation going next.
The people! The people who contribute to the foundation every year. There are so many individuals and companies that donate their time and money to ensure that the foundation helps as many beneficiaries as possible each year. Each person’s actions make an impact. It is incredible.
When you look back on your career, what helped you strive for leadership and entrepreneurial roles? What pushed you?
My upbringing has been a contributing factor to my career journey. My mom taught me to be independent and to think outside the box. I grew up knowing that if I wanted something it was up to me to make it happen. I am grateful for the values she instilled in me, she made sure I knew the life skills that aren’t taught in school.
What are your favourite books, podcasts, websites and/or resources on leadership?
Some of my favourite books are Scaling Up, The Slight Edge, 7 Habits of Highly Effective People, and Getting to Yes. I think mentorship is an important resource as well. You can learn a lot and very quickly from people who have skin in the game!
About Alana Dickson
Alana has over 15 years of experience in marketing and hospitality. She is the founder of Aurillia Consulting Ltd., a firm that provides consulting services with a focus on developing innovative marketing initiatives and business growth strategies. With her international marketing experience, Alana has successfully raised the status of clients’ brands in Canada, the UK and the USA. Alana is no stranger to the non-profit sector. She served on the board of directors for United We Can, was a member of the BCHF Industry Advisory Council and fundraising partner. Alana believes that every person should have access to financial help when they need it most. She is passionate about expanding the reach of the BCHF to help more hospitality workers with health conditions. With her entrepreneurial mindset and strong background in marketing, Alana’s goal is to make the BC Hospitality Foundation a recognized name across British Columbia by engaging new audiences through digital media campaigns, educational programs, and strategic partnerships. Alana enjoys travelling, unexpected food and wine pairings, live shows (especially the symphony) and reading.