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In the second edition of the Lifexury series, David Daxen interviews Ernest Sturm of Runway Waiters.
Luxury means focusing on creating unique and unforgettable experiences and providing exceptionally personal service, and that is what Ernest Sturm is committed to doing with Runway Waiters.
Yes: waiters directly from the piste
Runway Waiters only works with models signed by top modeling agencies such as Elite Model Management, Ford Models, IMG Models and NEXT Management.
Apart from a rigorous selection process, Runway waiters receive intensive training where they are provided with extensive knowledge and experience in the catering and hospitality industry to cater to customers such as Ralph Lauren RL, Tom Ford, Versace, YSL, Fendi, Armani, Ferrari, Lamborghini and Bentley.
“We are the first company in the world and still the only recruitment agency to offer agency-signed high fashion models as catering staff, bartenders, promotional models and brand ambassadors for high-end clientele and events companies of the highest high end,” says Ernest Sturm, CEO and founder of Runway Waiters.
The topic is so interesting that I feel the need to go deep into the business model, challenges and experience.
– What Do you think are some notable career highlights On the runway?
Runway Waiters has worked with companies that include but are not limited to notable events around NYFW, Sundance Film Festival, Miami Art Basel, Coachella Festival, Emmy, Grammy, Veuve Clicquot Polo Classic, celebrity special occasions, luxury hotel openings, fundraisers in the Hamptons, car reveals for brands such as Bentley, Rolls Royce, Maserati, Lamborghini, Ferrari and multi-million dollar real estate listings (open houses, private viewings, client meetings), among others.
– What were your biggest challenges?‘faced and how did you overcome them?
The challenges in the beginning were that modeling agencies were hesitant to have their models work for us as waiters and bartenders. However, they quickly discovered that we didn’t cut them off from their modeling careers, quite the opposite actually happened. Opportunities blossom as their models immerse themselves in the world of high-end events where they will meet executives, photographers, brand owners, casting directors and more.
They also learned that our staff has very flexible hours that other workplaces could not match. This has also allowed models to focus and prioritize their modeling careers while being able to create an additional source of income to support their living expenses.
– Ernest, you are definitely a visionary entrepreneur who finds a unique way to take care of high-end clients with a new standard, while helping models who often struggle on their way to the top by covering expenses mostly in cities like Los Angeles and New York, where I see you offer models, bartenders and waiters for hire. Where do you see yourself/your brand in a few years? What are some of your dreams and aspirations?
We see our brand expanding globally and becoming a high-end event company, model recruitment agency for all events requiring models.
Whether it’s brand ambassadors, promotional models, bartender models, waiter models or other model staff, we see Runway Waiters as the best choice and the best model recruitment agency not only in Los Angeles, New York and Miami, but also throughout the rest of the US and globally. Our ambition is to become synonymous with model outfitting, we want to be the one company that both models and event professionals think of when they need models for events.
– What wisdom would you like to share with others? What lessons can people learn from you?
The lessons never stop, we are always learning and figuring out ways to be better. Our hope is that when models leave working with us, they will have learned how to be better than they were, both professionally and personally, in various areas of their lives. We include and indirectly teach customer service and common sense.
A high-end future
Runway Models is a very interesting case because it mixes luxury with technology. In an article published in Forbes, Ernest Sturm talks about the benefits and challenges that technology will bring with AI.
The emergence of AI-based marketing from Facebook META and Google GOOG GOOGLE revolutionized the field by offering ad spend accountability and extreme targeting options. This trend has also carried over into influencer marketing.
See also: Lifexury #1: How entrepreneur and investor Derrick Fay ‘failed’ his way to the very top of the business world, completed multi-million corporate exits
Influencers and platforms like Youtube, Instagram and Tiktok are currently fighting for marketing spend. Platforms go to great lengths to ensure that if someone pays to promote a message or product, it must be done through advertising.
“AI is the most powerful tool in the arsenal of these platforms and they will continue to integrate AI and data analytics to ensure that ad spend is highly effective. It reduces the money the influencer makes,” says Sturm.
“Agencies like Runway are also using AI to understand people with active audiences, high engagement and broad reach, and help these influencers buy or acquire followers without the associated influence or engagement; identify the most effective influencers for your campaigns, distinguishing them from fake influencers who acquire them inorganically.”
The best of both worlds
Runway Waiters hires the same models who work runways around the world to book effective fashion campaigns for your event. “These models will one day allow him to walk the runway at NYFW and serve champagne at a Louis Vuitton event,” confirms the CEO of.
The biggest challenges for Runway Waiters are the ever-changing trends and growing in a highly competitive industry. From in-store events to private parties and corporate events, Runway leverages its team of models for production, Instagram influencer work, and social media marketing.
“We’ve learned to be flexible and keep up with trends to stay competitive in the market,” says Sturm.
Unconventional CEO
More than just a founder with a unique idea, Ernest leaves us with two pertinent thoughts that he lives by in his daily life as CEO of a growing company.
“The quote I use in my email signature says it perfectly: ‘It’s no longer about the things you do, it’s more about the stories you tell,'” he explains.
And he ends with one more: “First and foremost, knowing that things won’t always work out and that’s OK. It’s easy to be hard on yourself when you set a goal and it doesn’t turn out the way you want, but we have to remind ourselves that resilience and flexibility are key!”
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This article is from an external contributor. It does not represent the views of Benzinga and has not been edited for content.
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