Today we’d like to introduce you to Valerie Failla.
Valerie, can you briefly walk us through your story – how you started and how you got to where you are today.
I founded Via Failla over two years ago to serve the Southeast hospitality industry with in-house and off-site event aid and offer full-service marketing. The name of my firm is taken from the street in Sicily where my grandfather’s family originated. It is also my last name.
I am originally a born and raised New Yorker, so I have a natural affinity for fashion, food, and the arts. I tell people that my love for design stems from my ever-evolving city surroundings — Brooklyn born, Long Island raised, Manhattan matured.
I attended the Fashion Institute of Technology where my grandmother went to 50 years earlier. Back then, it was called Needle Trades. She was also a piece maker for a children’s wear company where I eventually ended up getting my first public relations job, decades after her.
On the weekends I was an event leader at the then brand new Sky Rink at Chelsea Piers – I set up parties for the children of well-to-do celebrities while serving pizza, hot pretzels and cake – all on figure skates. I started skating when I was four. It’s a freeing escape.
FIT required an internship so I worked as an editorial assistant in the beauty department of Elle and the now-defunct Mirabella magazine – the days when cell phones didn’t exist, we scribbled notes on paper and hand-delivered the evening’s event photos to the Associated Press… Balancing college life and three jobs was how I learned to “grow chops,” as Yankees say.
Upon graduation, I landed a position with a high-end PR agency, where I worked on heavy-hitting clients including Procter & Gamble’s Pantene, Max Factor, Old Navy, Hugo Boss, Bain de Soleil, and Oil of Olay (before it was simply Olay!) After that firm, I was off to a global PR firm where I was on a team that built custom events for Gillette’s MACH3, M&M’s, Snickers, Polaroid, and numerous other lifestyle clients along with a string of A-list celebrities.
In 2000, I took a chance and accepted an offer to become a morning show producer. Hey, change is good, right? That world introduced me to the food industry. I went on air with chefs, food stylists, and cookbook authors, daily. In 2004 I moved to Austin, Texas where I landed my first food-related gig as a PR & Event Director for a shrewd restaurateur who saw the emerging city scene as the ultimate grand opportunity. Thirty-six ladies interviewed for the position and I emerged as the victor over all of them. This was the position that I feel changed my career path.
Soon after Austin, I moved to Atlanta and fell in love with the South — my two little girls were born in Atlanta so that may have something to do with my heartfelt love for our city. Prior to starting Via Failla, I worked for PR extraordinaire Tara Murphy at 360 Media Inc. then renowned restaurateur Ford Fry as his PR & Event Director. I worked for Chef Ford for six years and learned every single detail I could about Atlanta’s culinary industry–inside and out.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
If life was always a smooth road we wouldn’t learn much. Any entrepreneur can tell you that when you are on your own and you have to “do it all” from licking the envelopes, to finding health insurance, fighting for a free outlet at every coffee shop in town while making it to the bus to pick up your kids by 2:36 pm on the dot – all while on a conference call! At times this 24/7 business can be a struggle–but my love for the business and my clients is paramount!
I’ve been doing this exactly 25 years – since I was 18 – and I wouldn’t change one thing in my professional career because if I did, I wouldn’t be where I am at this very moment. I don’t believe in regrets.
Via Failla – what should we know? What do you guys do best? What sets you apart from the competition?
I would say I have found my niche – when I started my company I want to fill a void, provide what no one else in Atlanta could … festivals call on me to onboard culinary talent and set up cooking demonstrations, restauranteurs look to me for on-site event insight (say that three times fast!) and other clients request florals, tabletop displays and even good old-fashioned PR – which is how it all started for me.
By keeping my client list to a minimum (no more than half a dozen clients at a time) it lends me the opportunity to share more time with each client – my strength is my personal dedication. My goal is not to be a large agency – I rather have a handful of amazing people to work with on a close level.
My fiance and I work together and he reminds me daily how strong I am – he is highly encouraging, an incredible copywriter and can sell ice to Eskimos. Thankfully he handles Via Failla’s books – after all, I chose PR b/c I stink at math (and copywriting)!
Even my little girls get in the mix – they seem to live for events, especially helping to create the florals and taking coats and shaking hands!
What moment in your career do you look back most fondly on?
I think I’m literally just reaching my proudest moment. The sense of satisfaction that I currently feel due to how Via Failla has come along in the last eight to ten months has been incredible.
I also know my proudest moment will be ever-changing as I grow since I learn every, single day. Never too old to learn new tricks.
Contact Info:
- Website: www.viafailla.com
- Phone: 5125694153
- Email: valerie@viafailla.com
- Instagram: via_failla
Image Credit:
Emily Shultz
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