Sitka-Based Entrepreneur Gains Direction During Master Class for the New Economy

As daylight dwindled and winter began to set in here in Southeast Alaska, eighteen business owners from all across the region gathered virtually for Spruce Root’s Master Class for the New Economy in November of 2020.

During this three-day workshop, these entrepreneurs engaged with expert presenters and participated in panel discussions on financial planning, strategies for staying afloat, and building leadership skills for entrepreneurs. Participants developed a one-year recovery plan for their business, explored and dispelled internal limiting beliefs around business ownership, became familiar with the latest research on the new economy, learned tools for planning during uncertain times, built mental strength and resilience, and formed valuable connections with a network of expert mentors and Alaskan business owners. Entrepreneurs who successfully completed their recovery plan were eligible to apply for a grant of up to $5,000 from Spruce Root.

Renee Trafton, owner of the beloved Sitka-based seafood spot Beak Restaurant, joined each morning of the workshop with a smile and an open mind. 

“Coming into Master Class, I lacked direction. I was unsure of how to spend potential grant money. I was just hoping to figure out temporary mitigation measures I could be taking during times of Covid. I wanted mentorship and guidance to help me understand what I can be doing now to make my business stronger.”

We followed up with Renee in January to find out more about her experience in the workshop and progress she has made since its conclusion. We were delighted to learn that Renee felt “empowered and proactive” to develop her recovery plan and implement the advice she received during the workshop.

“It was helpful for me to connect with other business-oriented people. I particularly enjoyed chatting with Marc Wheeler, [the entrepreneur behind Coppa, a Juneau-based restaurant known for its local ice cream flavors], because we are both in the food industry, but we serve different communities. It was so valuable to be able to learn from other entrepreneurs who know the industry and the region.”

In addition to networking and mentorship, Renee gained direction for her recovery plan. During some of the workshop sessions, Renee remembers being asked, “What is holding you back?” a question that forced her to challenge her own assumptions about herself, her business and the economy. As a result, Renee reevaluated her approach to operating her business during Covid, and decided to focus her efforts on e-commerce sales of holiday merchandise, developing take-and-bake specials for the New Year’s holiday and building a roof extension for the restaurant’s patio to increase outdoor dining capacity.

“The retractable roof cover meets an immediate need for my customers to dine safely. It also meets a future need to provide additional outdoor dining space that can be used even when it is raining here in Sitka, which obviously happens a lot.”

Since the conclusion of the workshop, Renee has developed a comprehensive plan for the renovation which has been approved by her landlord, and she is now working to secure a permit. In the new year, she also received positive feedback from her community about her new take-and-bake items like beef wellington, salmon and parsnips with pesto, and brie and huckleberry jam in puff pastry.

“I want to say thank you to everyone from Master Class for helping me to think differently about operating during Covid and to focus my energy on both long and short term changes I can make. I feel confident now to take on my recovery plan and continue to grow in the new year.”

All of us here at Spruce Root are excited to witness innovative Southeast entrepreneurs like Renee as they navigate through difficult economic times and continue to provide value to their communities.

Thank you to Wells Fargo and the Edgerton Foundation for supporting the 2020 Master Class for the New Economy.