The protagonist of our LOCAL March 2022 cover is an example of dedication, learning and humanity; a woman whose goal is always to adjust the plan and adapt to circumstances to emerge triumphant from any obstacle; a woman who has been a pillar of public relations in San Miguel de Allende, creating experiences around gastronomy, hospitality and more. 

We had the pleasure of speaking with Sandra Vázquez from Levain & Co., where she told us how she began her foray into PR, what challenges she has faced, and how she sees hospitality in SMA for those who are considering starting a business. You can read the interview here! 

L: Sandra, how did your journey into the world of hospitality and public relations begin? What do you enjoy doing most in this industry?

SV: I started without looking for it, for the pleasure of eating, traveling and creating pleasant moments. I discovered the satisfaction that those of us who live from hospitality get from seeing people happy and enjoying themselves. That is the driving force and why we do what we do for a living. Public relations came about due to the same circumstance, connecting people and between companies is a way of creating collaborations in a natural way; societies are not built by individuals looking out for themselves, there is a human need to relate and undertake projects together, that is the sense that I understand of public relations.

L: Tell us about Levain & Co… The challenges, satisfactions and lessons learned during these years with the company. 

SV: Challenges come to me every day. I am a person who tries to constantly prepare and learn from them. Not all challenges are faced in the best way, but you always have to try to understand the lesson of why they came up. I just heard a phrase that I loved: “The goal is to adjust the plan,” and so on every day.

Many satisfactions! The first is being an example of perseverance and work for my children; and when this is achieved, also of success. Sometimes we do not realize that the projects we undertake are successful because we are so focused on the details and sometimes (I admit) on perfection. Little by little they have made me understand that perfection does not exist, what we must pursue is excellence and that is a task that never ends.

Another of my satisfactions is seeing my team feel happy and satisfied with their work. There is nothing more satisfying than seeing a restaurant, hotel or bakery full of people enjoying themselves and being happy. Lastly, and this is something I continue to work on, is the satisfaction of knowing where I am, the places and the people I have worked with. I have been fortunate to go through my career with incredible people from whom I continue to learn, whom I respect and admire. Being one of the people in charge of a company like Levain & Co and thinking about where we want and can get to is one of the driving forces of my day to day life.

L: The hospitality industry has been seriously affected by the pandemic. After two years of living with it, what have you personally learned and what positive changes have you noticed in the industry?

SV: The last 2 years were the best mastery and learning we could have had as an industry, change was necessary, we had to recover the sense of hospitality. We all started from scratch, on the same day, at the same time and that was one of the biggest challenges. How to defend your company and brands differentiating yourself from the rest? Here I quote Alberto Laposse in a phrase: "When the idea that gave rise to it is sufficiently clear, honest, congruent and dynamic, it will last over time", adding also the work of a great team. We would have been in a more complex situation if we had not had the support and talent of the people who work at Levain & Co (all brands). 

My personal learning? First, appreciate everything around you and what you have in your life. Difficult moments are less difficult to bear if you have a strong anchor: family, friends, colleagues… ADAPTABILITY. Nothing is guaranteed, plans fall apart halfway and you need mental strength and physical health to get ahead. The only thing we are sure of is that change is constant.

L: In 2024, Dos Casas, the first designer hotel in San Miguel, will be 20 years old. Looking back, how do you perceive and feel the SMA of today compared to the one in 2004? 

SV: Dos Casas was the beginning of a great era in San Miguel, entrepreneurship and creativity are endless in this city. Since its origins, SMA has been and will continue to be an inspiration for many communities in Mexico. I came to live in SMA shortly after Dos Casas opened and it was always one of my favorite places to visit. Today, being part of its history and that of San Miguel is one of my greatest satisfactions.

L: Based on your experience and vision, what can we expect for hospitality in the city in the coming years? What are the global and local trends that we will adopt?

SV: Sustainability, community, local consumption, and this is not a marketing pitch, it is our reality and a way of life. I hope that San Miguel continues to be like this and that companies dedicated to hospitality become great promoters of this.

L: We have noticed that you are a person who pays close attention to the present and its possibilities, and who likes to live in the moment... Do you think that this practice should be applied to all areas? Tell us about your philosophy of life.

SV: No, the truth is that I find it difficult to be in the present, I spend my time thinking about the future and that is not the best practice. As for possibilities, yes, I find it difficult to “turn off the switch”, I am always thinking about ideas and how to do them better, sometimes they come true and sometimes they don’t. I still have many ideas waiting to be made a reality.

L: What advice would you give to women who want to start out in this world that is just beginning to provide equal opportunities?

SV: Opportunities exist, prepare yourself, look for them and find the way to do it in the best possible way.