Immersive Storytelling and Experience Based Entrepreneurship with Laura Elwood

Collider is passionate about sharing the stories of Rochester entrepreneurs and small business owners! We recently had the pleasure of meeting with Laura Elwood, owner of Chamberlain Concierge and Lifestyle Management and Rochester Trolley and Tour Company, who was willing to share her journey as a transportation industry entrepreneur.

Photo by Corrie Strommen

Laura Elwood, owner of Rochester Trolley and Tour Company, never really envisioned running a transportation business, even though it would seem natural given her upbringing. Raised in Rochester, she grew up in the transportation industry. Her father and grandfather started R&S Transport, a medical non-emergency transportation service in the 90s. 

“I grew up in this world of hospitality, logistics, and transportation. When I graduated from high school I wasn’t sure what I wanted to do. I was always jealous of people who just knew that they were going to be a lawyer or a doctor, or were good with numbers or born with a basketball in their hands. That just wasn’t who I was. But I had all of these experiences that my parents and grandparents had given me.  I was never scared of meeting new people or exploring new places. My family ingrained in me that every person you meet has a story to tell.”

Artistic by nature, Laura went to Columbia College in Chicago to pursue an art degree after completing high school. 

“When I look back on it, I would do it all over again in a heartbeat. Columbia was great at fostering creativity, deep critical thinking, and the application of your skills. They allowed students to be individualized. I graduated with an interdisciplinary art degree. Which, in a way, was the beginning of my entrepreneurial journey.”

When she graduated in 2009, however, she still didn’t have a clear idea of what career path she wanted to pursue. So she bounced around working odd jobs in Chicago. For a time she worked for the Chicago Cubs, babysitting players’ children during games. She also worked for Second City, a comedy club and improvisation school. “I realized I was obsessed with experiences, so I would seek out all of these weird experience jobs.”

When the economy crashed, Laura found herself jobless and driftless so when a friend who had a holiday visa to New Zealand asked if she wanted to come along, Laura threw caution to the wind and started what ended up being a year long backpacking adventure. 

“My friend was there for six months and I ended up staying for a year. I was totally a free spirit, but it was also terrifying to do it alone, and to live in a country where you don’t know anyone. But it helped me realize that the experience of exploring the world was something that I always wanted in my life.”

After her escapade, Laura dejectedly made her way back to Rochester. “Once you see the world and return to your hometown it can feel like a setback. I was uncertain of my place in this community and didn’t know how I could contribute to Rochester.”

At the time, Laura’s father was still working in the transportation industry, so she followed him into the business, taking on marketing, operations, management assistance, training and HR, learning the ins and outs of the family business. 

“I learned from all kinds of people doing different jobs in the industry. I cut my teeth. I really loved being part of a huge team.” 

Laura continued traveling often while managing a black car business. While lounging on a beach one day, she received an email, the contents sparked an idea and made her wonder if she would be better off running her own business. When she returned home she decided to move forward and opened her very own transportation company, Chamberlain Concierge & Lifestyle Management. 

While she didn’t always have entrepreneurial aspirations, Laura does think some aspects of her personality lend themselves well to it. “I’m very independent, individualistic, adaptable and optimistic. I always knew something would work out, I could get a lot of different jobs. But I’m also someone who needs a lot of space to work and do my thing. So I knew that I needed to work for someone who could give me the space and independence I need, or build something of my own.”

What started as a black car service quickly expanded and grew. Laura decided to pursue a shuttle service for her company in December of 2019. She placed an order for custom shuttles…which never arrived. 

“I went from Plan A to Plan K in four days, because my shuttle service was supposed to start in January. I was looking around town to see if I could partner with another local company until my own buses arrived.”

This led Laura to have her first conversation with the owner of Rochester Trolley and Tour Company at the time. While he couldn’t help with her lack of buses, they did have several conversations about transportation. 

In time, Laura got her shuttle service up and running. She and the owner of the trolley company continued talking casually and he started asking questions about where Laura saw her business going. Eventually the conversation rolled around to what it would look like for Laura to purchase the business from him. 

Fast forward to September of 2020, after Laura’s company had managed to stay afloat for the first waves of the pandemic. The subject of purchasing the trolley company was once again broached and Laura agreed. 

Photo by Corrie Strommen

“I purchased the trolley company, and sixty days later we were shut down. It stayed that way for the next six months. We’re still recovering from that. In hindsight I ask myself why I did it. But I’m a risk taker. The potential for reward seemed worth the risk. ”

Though purchasing an already established business may help you bypass many start-up obstacles, it is certainly not without challenges of its own. 

“When you buy somebody’s business you inherit their habits, success, and clients. You also inherit any problems they may or may not have disclosed to you, or things that maybe weren’t a problem for them, but are for you; it depends on your perspective.” 

She continued, “It’s challenging. I  grew up in the industry so I didn’t have to learn how to run the business per se, but I had to learn how each vehicle operates. There were also things that were totally different from what I’d done up to that point. I’m great at picking people up and getting them from Point A to Point B and all the details in between, but building a tour is a completely different experience.”

One of Laura’s favorite experiences that she and her team offers is the history tour. She is very passionate about immersive storytelling and loves that tour building gives her and her team the opportunity to be creative and share the story of Rochester that visitors may not know. 

To Laura, having a strong team is one of the most important factors in her business and she was grateful that she was able to build a great one over the course of the pandemic.

“The team that I have is phenomenal. Finding people that actually care about the experience,  who care about the customer, and aren’t just here to collect a paycheck is so vital. They have a passion for the little things and understand that they’re all connected to the success of the business. On the darkest days, I’ve been so grateful to have these people around me because I absolutely could not do it without them.” 

Photo by Corrie Strommen

Laura is thankful for the continued support of the community. “I was really fortunate that the majority of the clients and partners of the trolley didn’t jump ship when it changed hands. They were excited that I was a part of it, which in and of itself was a generous opportunity.” 

As a word of advice to anyone considering starting or taking over a business, Laura urges them to do their homework, to not be afraid of asking for help and advice, to take risks, and to view failure as a learning opportunity. “Don’t forget to take care of yourself. Eat, sleep, take time away, and turn your phone off. If you don’t care for yourself, you’ll fall apart.” 

Outside of work, Laura unwinds by making her own art, listening to podcasts, and being active. Still an avid traveler, she looks forward to days ahead when she can safely travel to her heart’s content.  Some of her favorite spots in town are Fiddlehead Coffee, Ootori Sushi, Bleu Duck Kitchen, and local breweries. She loves spending time with friends who keep her grounded and remind her that she doesn’t need to work ALL the time.

“I’m just really lucky that I have people who believe in me.”