Tips and Thoughts From SUR Founder

I recently went one on one with Guillermo Zapata. Guillermo may be best known as the founder of SUR Restaurant and Lounge, the basis for the hit Bravo television show Vanderpump Rules. Originally from Buenos Aires, Argentina, Guillermo moved to Los Angeles to pursue a career in acting, before investing in a discrete space on the corner of Robertson Boulevard and Melrose Avenue.

Adam: What is something about you that would surprise people?

Guillermo: I think people are surprised when they find out that I am fluent in Italian. This is because my mother was Italian. My mother’s last name Nuccio translates to the North of Italy. She immigrated from Italy to Argentina when she was very little,  but I find the language very common in my house. So yes, people are surprised, especially my wife. When we went to Italy I was able to communicate in Italian very comfortably. The people around me were surprised when I started talking.

Adam: How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth?

Guillermo: In 1992 I came here as a tourist for a few days. It was a 10 day vacation to see the city and really absorb it. I fell in love with the city right away. Aside from that, it was my dream to come to Hollywood ever since I became an actor in Argentina. I fell in love with everything in California from the weather, the people, and their lifestyle. On the last day of my vacation, I was at a coffee shop on Melrose called Café Luna, I started talking to some Latino people who worked there about my situation and they also shared theirs. It was very similar. My situation in that particular moment was that I spoke no English, had no friends, had no money, and that my vacation was almost over. It was quite interesting to see young people working in the restaurants. I assumed that they were all actors trying to make a living and I immediately saw myself in them. They were immigrants, who started working as dishwashers at this restaurant without any prior experience, but they were proud of their opportunity. So, I asked myself this question: “Do you think there is an opening for me to work in this establishment as a dishwasher?” They immediately introduced me to the owner and he gave me the job on the spot. That same day, I threw away my plane ticket and never came back to Argentina. Throughout the years there have been a lot of setbacks and challenges but what was mainly instrumental to my growth and leading me to starting was my own restaurant business was staying in California and becoming a dishwasher. 

Adam: How did you build what has become a nationally-known restaurant? What is SUR’s backstory?

Guillermo: I took my job seriously as a dishwasher but I knew that this was something that would be temporary. So, I enrolled myself in adult school for English classes because I knew communication was the key to becoming successful in the United States. I spent hours learning English in order to relate myself with other Americans. I was working at night while taking classes during the day. Not only was the language hard to understand, hard to study, but it was also costly. As I became more comfortable with the language, I was also transitioning positions while networking with others in the restaurant business. From a dishwasher, I became a busboy, and eventually a waiter. This all changed for me in 1998. After connecting with other individuals in the business, I finally had the opportunity to open up a restaurant called SUR which is located at the corner of Robertson and Melrose.

Adam: What are your best tips related to marketing and branding?

Guillermo: I think there are many secrets to marketing and branding. I believe that whatever you do in regards to marketing and branding, it needs to be 100%. Usually, I see what works for the restaurant, navigate it, and build that quality into everything. For instance, we have SUR, but the reality show “Vanderpump Rules” has helped tremendously in building off our brand. People come into the restaurant and want to see the stars of the show. They also look forward to seeing the life behind the restaurant. On television, it’s portrayed as funny, controversial, and powerful. So immediately we focus on that aspect, try to brand that particular quality, and think of other ways that we can take it even further. The overall picture is to be aware, to be smart, and to try to go step by step. 

Adam: How did you build your own person brand and establish yourself as a micro influencer? What should others understand and follow?

Guillermo: Building my personal brand is very similar to building the brand of SUR. Seeing what qualities work, working hard for them, being smart, and never giving up are some things that people should understand and follow. At times the best way is to surround yourself with like-minded people and have conversations whether it be them giving advice or vice versa. 

Adam: In your experience, what are the defining qualities of an effective leader? Who are the greatest leaders you have been around and what did you learn from them?

Guillermo: A  leader is a person that you will gain knowledge from. I learned from so many people. Although I see everyone as a leader, it necessarily doesn’t mean that I will follow them. I always try to learn something from everyone that I meet so it’s hard to say who the greatest leaders are for me. From the simple gardener, a coworker, the president, the mayor of the city, teachers, my wife, my kids, or my dog, I absorb everything that I can learn from them. 

Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?

Guillermo: The first tip, start from something very small and grow slowly, but surely. This can be done by simply putting a goal of the next five years to keep track of where you need to be and where you need to go. Five years is plenty of time to take you far, especially if you take it step by step. Being an entrepreneur is like climbing upward on a mountain. You can’t reach the top all at once you need to take each step, breathe, think, and keep going. Once you’re at the top, don’t assume you are secure. You still need to be strong, be patient, smart, and humble. You also need to surround yourself with like-minded people who have the same mentality and are good communicators. I’ve been blessed to live the American Dream because of the opportunity I took many years ago. Some other countries aren’t given these opportunities. So, if you ever are given the opportunity to be in Los Angeles, don’t be lazy about it. You can do it. If you are living in a city where you realize that it’s becoming more difficult than it has been, move away. You can reach to the top without suffering, without fighting, and without paying the consequences. Don’t blame anyone but yourself. Whatever your situation may be right now, if you’re not comfortable with it, find a way to go to a place where you want to be.

Adam: What is the single best piece of advice you have ever received?

Guillermo: When I decided to stay in America, my father told me this: “I won’t give you any money to help you stay and make your dreams come true. You are very far away from where I want you to be. You decide on your own to live in a new country, away from your family, away from me.” Although it wasn't the best piece of advice necessarily, it was something that stuck with me since I was 22-years-old. It helped me fight for what I want and not depend on my family anymore. He gave me a great education and supported me while I was younger, so him saying that he wouldn’t advise me financially is what ignited my drive to be successful in America.

Adam: What is one thing everyone should be doing to pay it forward?

Guillermo: One thing that people should do to pay it forward is to pass the message. You have the experience so it’s always best to advise people on what to do. I love giving that kind of energy and positivity. Any advice that I can give people, any optimism, or any mentorship is something that I enjoy.  

Adam: What are your hobbies and how have they shaped you?

Guillermo: I love sports. It’s something that refreshes my mind and body. I also enjoy food and a good drink but the consequences of that are always exercising, which I don’t mind. Owning a restaurant has taught me the discipline of enjoying too much food and good drinks so in exchange I do a lot of sports such as running, boxing, and Taekwondo. I am almost a fourth degree black belt! Ever since I was a kid, I’ve always had passion for the sport but it has also taught me a lot of discipline which I use in my everyday lifestyle.

Adam: Is there anything else you would like to share?

Guillermo: I have two daughters,  Loulou who is 14-years old and Miarose who is 11-years-old.  I’ve been married to Nathalie for 17-years. She is my wife, my friend, and my love. Thank you for the opportunity for this interview, I'm very happy!