Today we’d like to introduce you to Cory Falter.
Cory, can you briefly walk us through your story – how you started and how you got to where you are today.
I grew up racing motocross and dreamed of fame and fortune once I graduated high school. During my rookie year in AMA Supercross Series, I broke both my legs and was forced into a life in a wheelchair for nearly a year. During my recovery, I got the opportunity to ponder my future and the time way made me realize there are less painful and more stable ways to make a living.
Once I was able to stand on my own two feet, I enrolled in college in pursuit of a career in teaching. Shortly thereafter, the words from my father began to resonate. “Son, you best pick a career you love or you’ll be counting every day until retirement” I then realized my passion was not to educate others but in the area of creativity. It was then I dove head-first into graphic design… I had finally found my calling.
I was fortunate enough to begin my education during the computer revolution, during the early 90’s. Most of my teachers had no idea what to do with this new electronic device and some “traditionalists” even resisted adoption altogether. I spent every free moment learning as much as possible and was considered as one of the influencers which earned me a teacher’s aide position. It was an honor, but surreal at the same time as I found myself helping the teaches for the better part of the San Diego State University education.
During my senior year, I had built up enough of a client base to create my own design studio along with a fellow college mate. Over the course of the next year years, I continued to grow my design business in the area of hospitality. My first hotel client was Paradise Point Resort & Spa, right here in San Diego. A straight-up cold call to the Director of Sales & Marketing began a 25+ year relationship that still exists today. A very close friend and colleague by the name of John Davies has instrumental in my career path in the industry. We still talk nearly every week, sharing a lot of laughs and creative concepts, together.
I founded Lure Agency in 2012 during the early stages of social media marketing. I loved to share these new strategies and opportunities within the hospitality industry. The reaction from savvy marketing professionals was priceless. Back in the good old days when Facebook was a wide open frontier and there were no ads or limitations. Most recently, we’ve begun to focus more on lead generation and sales enablement, specifically for hotels and resorts. The goal is to become the very best in our hospitality vertical. As they say, the riches are in the niches.
On a personal note, I’m a happily married man of 16 years with 3 incredible kids. My amazing and beautiful wife Heather has a huge smile and even bigger heart. She loves helping others and making our home an amazing place to raise and enjoy our family. Our son, Grant, aged 22 who likes to ride motocross and I enjoy mixing it up in the dirt with him. He’s getting pretty fast, but I think I still have some game for him. Reese and Reagan are 12-year-old twin girls who love school and enjoy competitive gymnastics.
I’m so thankful and blessed to be able to spend a lot of quality time together. We’re a very close family and really enjoy each other’s company.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
NO… it has not been a smooth road. More like a pot-hole laden dirt country road.
1. Cash-flow Chaos. Clients don’t make paying your bill as important as you do.
2. Outsourcing Abroad. Websites like 99Designs.com, Freelancer.com and Fiverr.com has made it tough for USA-based creatives to survive.
3. Technology Turmoil. The web and machines are advancing at an alarming rate. It’s much harder stay relevant.
4. Partnerships Problem. They rarely work out and I found that out several times, the hard way.
5. Finding balance. Marketing can be very stressful and has put a strain on my family life over the years.
So let’s switch gears a bit and go into the Lure Agency story. Tell us more about the business.
Lure Agency is a full-service marketing firm with a passion for the travel, hospitality and lifestyle markets. Our science + soul process is Albert Einstein meets James Brown. Blending the analytic with the creative elements together to create true measurable marketing. My specific role at the agency is a blended list of responsibilities which include: New Business Development, Strategist, and Creative Development.
I’m also been known to mix a mean cocktail and garnish a decedent desert on a photoshoot. We truly care about the success of our clients and overall well-being. We value them as partners and not as customers. Building strong and lasting relationships are critical to success, no matter what business you are in. In an endless sea of choices, it all boils down to who people enjoy working with, along with the results to back it up.
Agencies are notorious for crazy turn over, resulting in steep learning curves and reduction in productivity. Our team is small, but pack a punch with decades of experience and depth of knowledge. The Lure core has been together for years which has allowed us to forge a strong bond between us and our clients.
Has luck played a meaningful role in your life and business?
I don’t put too much emphasis on luck. I truly believe you are in control of your own destiny. It’s inevitable to experience highs and lows, but it works out in the long run.
Contact Info:
- Address: 4754 Palm Ave. Suite 103 La Mesa, CA 91942
- Website: LureAgency.com
- Phone: 619-273-5100
- Email: cory@lureagency.com
- Instagram: https://www.instagram.com/lureagency/
- Facebook: https://www.facebook.com/lureagency/
- Twitter: https://www.twitter.com/lureagency/
- Other: https://www.linkedin.com/company/lure-agency/
Getting in touch: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
