Q&A with Brooke Boyd on Greenstock
We sat down with the Hype CEO/Founder (and now restauranteur!) herself and got the scoop on her latest project: Greenstock. Here, she dives into her first introduction to the F&B industry, how it crosses over into her work at Hype Group, and more.1. First, tell us a little bit about yourself. How’d you get where you are today?
My name is Brooke Boyd and I live in Terra Ceia with my husband Peter, our daughter Jackson, and twin babies, Perry and Jennings. I was born and raised in Florida, went to the University of Florida to get a degree in Public Relations, interned with the Boston Red Sox, and took my first job at an advertising agency as an account executive. Following that, I became marketing director for a large chain of luxury yacht clubs – a position which required travel. Those travels led me to Tampa where, as luck would have it, I met my now-husband.
I started Hype Group in 2009 here in St. Petersburg, Florida. At that time, the city was on the forefront of immense growth and focusing on one of its first major creative pushes. The problem was that there were few people taking part in the conversation about what the city had been known for in the past, and how design and innovation could help shape a new future. Hype really started as a by-product of that conversation. I wanted to start an agency that was creative, bold enough to stir the pot, and courageous enough to stick around and see how these brands and companies shaped the lives of the people that lived here.
For ten years now, Hype has been providing a full suite of award-winning creative communications services for companies of all sizes. We’ve worked with locally owned businesses to national franchises, delivering everything from strategy, messaging, and brand identity design to full-blown creative campaigns and marketing.
2. What was your first introduction to the food & beverage industry?
Since Hype’s inception 10 years ago, the majority of our clients have been in the F&B industry, so I can say that was my first true introduction. This work has given the industry a whole new meaning for me. I look at it through a different lens now, thinking about how all of these pieces – branding, messaging, food, and interior – work together to create an experience. I love building brands for businesses people are passionate about, and who isn’t passionate about food and beverage? We’ve learned so much in these past 10 years about F&B branding and brand storytelling, interior design, construction, management and operations.
3. Was opening a restaurant a dream for you back then, or something that came later?
I would say it was only recently that we decided to venture into restaurant ownership, but we’ve always been drawn to the industry. When my husband and I travel we love experiencing new restaurants. You’ll never find us in a chain restaurant, and most of the time we’re closing the place down and new best friends with the owners. My husband is a general contractor and a large portion of his business is building restaurants and breweries, so we love to see how restaurant brands connect with customers from the creative level, to architecture, interior design, and of course…the food.
As for opening our own restaurant, we knew timing was incredibly important, and so were the right partners. With the Benstocks we’ve found just that.
4. What made you take the leap and join forces with the Benstocks on the Greenstock concept?
David and Erica Benstock have been great friends and clients for over five years now. What started as a business relationship led to our children going to school together, nights out, play-dates, vacations, and ultimately going into business together with Greenstock. Between the four of us, we form such a dynamic partnership – you’ve got the world-class chef, the first-class general contractor, the woman with a vision, and the branding guru. Enter: Greenstock.
5. Do you see a lot of F&B work coming through Hype Group? What do those projects typically look like?
Yes! About 50-60% of Hype clients are in the F&B industry. Typically, we start conversations with a business owner when the concept is still just an idea in the ether, and we provide everything from naming to brand story (our Brand Platform), brand design, campaign creation, social media management, photography, videography and beyond. We take an idea and help make it a reality with the client.
6. What is your prediction for the F&B scene in Tampa Bay in 5 years? 10 years?
The Tampa area is growing more and more every day. It’s always going to be a tourist destination, so the F&B scene has got to be spot on. It’s also a booming residential market, meaning residents will need more and more options. I don’t see our growth slowing down anytime soon!