RAMZEY’S “BIG IDEAS” #1: MAKING IT PERSONAL
A lot of people see the sprawling venues at The Grounds and think of it as one singular unit. But for me, it’s always been a far more personal journey.
I am a firm believer in “first feeling, then fitout” – and I’ll explain what I mean. The Grounds these
days is definitely a large enterprise, and quite literally made with bricks and mortar in some places, but it has never been simply about the spaces. It is about the ideas behind them and how they make people feel.
They were born out of a vision or feeling that I had and wanted to bring to life and share with the community. Simply put, ideas inform people, not things.
IN THE BEGINNING
By the way, this isn’t a philosophy I’ve picked up as The Grounds has grown – it was there from the beginning. So much of what I do is inspired by my family, especially my late father. This was a man who taught me so much and yet was so busy that my sister and I could only catch up with him on Sundays. And we made sure that those gatherings were always in our favourite cafe so we felt at home sharing, laughing and connecting as a family.
Anyone can sell food and drink. But I wanted to create a place that would make me feel that same familiar ‘at home’ feeling. Inspired by my memories on my uncle’s farm in Grafton NSW, I had a vision for something Sydney had not yet seen at that time (this, being 2011). A cafe with not just a token garden, but a sprawling area that kids could run around in while adults connected. With farm animals, chickens and vegetables growing. An inner city sanctuary.
I approached the landlord of the Alexandria site and told him of my vision – still in my head. He was intrigued, and once my designer sister Caroline created 3D renders to translate my feelings into a fitout, he was immediately on board, despite nothing like it being done before.
He has since told me that he could see that my VISION was driving the innovation. I had a real passion to bring a special part of me to life. I had a vested stake in following it through and making it as good as could be. And when I see so many slick operations go under – with on-trend materials, lighting and all the rest of it, but ultimately no soul – I know that he’s right.
FIRST FEELINGS, THEN FITOUT
Feelings are what truly drives successful innovation. Fact: no one will ever be more passionate about your business than you, so if that’s not there from the start, you have an innovation-free zone.
Create a vision in your mind and really go after it. With The Potting Shed, I drew on my vivid memories sitting on my grandfather’s porch with my friends in a beautiful natural setting – it was about friendship and good times with mates. The end product doesn’t ‘look’ like that porch – not even close. But it ‘feels’ like it. Meanwhile, next door’s Atrium grew from family gatherings where my grandmother would bring everyone together with incredible spreads. We have since made the grazing tables and spreads famous in this space.
Another example shows how you don’t need flashy fittings to innovate. Back in 2012, after we had opened the cafe and had customers roaming the garden, I wanted to create that backyard barbie vibe. So I did what any Aussie would do and went to Bunnings and purchased a $200 barbecue. From that humble start, we grew our food offering the garden, resulting in 2016’s million dollar BBQ opening on the same spot as where we once cranked out the three-burner snags.
LET’S LEAVE MONEY OUT OF THIS
“They must have had a lot of money to do this,” is one of the things I have heard over the years about The Grounds. Actually, no. When we began, every dollar counted. We didn’t buy the cheapest grill to be kitsch – it was because that was how we had to build the business with limited cash flow.
And that’s where you can’t clock out by thinking it’s only the rich who can afford to innovate. On the contrary, anyone can dream – and if you believe in your dream enough, you will find a way to make it happen.
Until next week.
R