Today we’d like to introduce you to Joshua Laster.
Hi Joshua, we’d love for you to start by introducing yourself.
My journey in hospitality isn’t just a career; it’s a decade-long apprenticeship that taught me the DNA of successful operations, all leading to the creation of Auburn Avenue Hospitality Consulting.
Over the last decade, I’ve had a front-row seat to how systems, processes, and structured training are the bedrock of any thriving hospitality business. After graduating from Georgia State University in Atlanta, GA with a Hospitality Administration degree, Dallas became my professional proving ground starting with the Sheraton Dallas, the largest hotel in the US (outside Las Vegas). From there I dove into the boutique and luxury side of the business at the Highland Dallas. That experience, though cut short due to the pandemic, laid the foundation for my next role on the transition team to convert a Hyatt Regency in Richardson to a flagship Hilton property. Once that was stabilized, I landed a position at the Iconic Omni Dallas Hotel, a 1,000 room property with 7 restaurants.
It’s this deep knowledge that sparked the idea for Auburn Avenue Hospitality. I was often disheartened to see Black-owned hospitality brands, often with incredible buzz and real brand potential, struggle to scale. They frequently miss the mark not because of a lack of talent or vision, but because they lack the tools and support to professionalize their operations. This is often due to missing systems for operational efficiency, creating financial stability, or ensuring they are capital and scale-ready.
Auburn Avenue Hospitality Consulting fills that gap. We help these businesses systemize and stabilize their operations without sacrificing their identity or authenticity, creating a future where these culturally rich businesses can not just survive, but scale and thrive
We all face challenges, but looking back would you describe it as a relatively smooth road?
Every successful venture is built on lessons learned from obstacles. My journey wasn’t about avoiding challenges; it was about seeking out the mentorship and structure needed to turn them into professional strengths.
The first great challenge was a personal one. Growing up, it was just my mom, my sister, and me. My mother was an absolute marvel, working two jobs to ensure all our needs were met. We were comfortable, but we understood the value of hard work—anything extra was something we had to earn.
However, losing my father in middle school was a deeply disruptive event. Looking back, I realize I started acting out and was heading down a difficult path. Fortunately, an opportunity presented itself—I saw a presentation by the AFJROTC rifle team in 8th grade and decided to join. That experience changed my trajectory. I spent four years immersed in Air Force Junior ROTC, surrounded by positive mentors who instilled in me the value of discipline, service, and leadership. I was even selected to attend an honors camp for the top percentage of cadets in the U.S.
Originally, I planned to join the Air Force to fund college, but the structure and work ethic I learned helped me interview for and win a $20,000 scholarship that financed my entire education.
Once I got to college, I realized my JROTC leadership skills, while strong, were only a foundation. I was initially overconfident, but quickly learned I had a lot more professional development ahead of me.
This came into focus when I moved from serving as Chapter President at Georgia State to joining the National Board of the National Society of Minorities in Hospitality. Suddenly, I was once again surrounded by industry heavyweights—people who had truly “earned their stripes” and were dedicated to pouring their knowledge into the next generation. This taught me a profound lesson: true leadership requires continuous humility and a willingness to be mentored.
The final challenge was the risk involved in launching my professional career. I moved across the country to Dallas by myself to start a Manager in Training (MIT) program at the Sheraton, fully aware that the program did not guarantee a job. It was a huge change and a significant chance.
Once again, I sought out and found a support system of leaders who taught me the core values that guide me today: the most important job of a leader is developing people and creating reliable systems for them to be their best selves.
These values have carried me through every promotion and property transition—from the Omni Dallas to my recent QA role in the airport lounge space. I’ve always focused on “growing the garden” of team members who worked for me. Auburn Avenue Hospitality Consulting is the logical next step: it allows me to do this at scale, leading a change that is long overdue in the industry by giving passionate operators the systems and support they need to succeed.
Appreciate you sharing that. What should we know about Auburn Avenue Hospitality Consulting?
Auburn Avenue Hospitality is a consulting and advisory firm born from a decade of high-level experience in managing some of the city’s largest and most luxurious hotel operations. Our mission is direct: to equip high-potential, often Black-owned, hospitality brands with the operational, financial, and strategic systems they need to scale and achieve lasting stability.
What We Do and Specialize In
AAHC operates in the gap between a passionate, buzzing concept and a professionalized, investment-ready enterprise. We specialize in transforming the “backbone” of the business, the often-overlooked mechanics that determine long-term success.
We are known for our work in three critical areas:
System and Process Creation (SOPs): We take the “tribal knowledge” out of the business and formalize it, creating easy-to-follow Standard Operating Procedures (SOPs) and workflow diagrams for every aspect of the operation, from the front-of-house to the kitchen.
Training and Talent Development: We build robust training programs that empower team members to execute brand standards consistently, ensuring high service levels are maintained across the board.
Scale and Capital Readiness: We prepare businesses for investment, franchise, or multi-unit expansion by ensuring their financial reporting, operational metrics, and team structure can withstand the scrutiny of banks, investors, or large-scale partnerships.
What Sets Auburn Avenue Hospitality Apart?
Our differentiation lies in our unique blend of luxury operational expertise and cultural sensitivity.
We bring the Big Box to the Boutique: My experience managing the complexity of 1,000-room luxury properties like the Omni Dallas and stabilizing major brand transitions (Hyatt to Hilton) means we implement systems that are proven to work at scale, systems that create consistency, efficiency, and profit.
Preserving Authenticity: Unlike generic consultancies, we understand that the soul of these high-buzz brands is their unique identity. We help systemize the operation without sterilizing the concept. Our work ensures the business can be run consistently and profitably, allowing the operator to focus on the creativity and community that made them successful in the first place.
What We Are Most Proud of Brand-Wise
What makes me most proud is the name itself: Auburn Avenue Hospitality Consulting. It pays homage to the historic Auburn Avenue in Atlanta, once the cultural and economic center of Black enterprise and innovation in the city. Our brand stands for a future where that legacy continues. Where authentic, community-focused businesses are also systemically stable, financially sound, and capable of dominating their market.
Our Message to Your Readers
We want your readers to know that passion alone isn’t enough; structure is the key to scaling.
If you are a passionate entrepreneur in the hospitality space, a restaurant, a venue, a boutique hotel, who feels stuck or overwhelmed by the daily grind, know that we can provide the blueprint for your next chapter. AAHC is not just about fixing problems; it’s about building a foundation that turns a successful business into an enduring legacy. We are here to ensure that the next generation of iconic hospitality brands are diverse, authentic, and impeccably run.
Any big plans?
Our plan for the future of Auburn Avenue Hospitality Consulting is centered on two strategic pillars: deepening our expertise through focused local impact and perfecting our service delivery blueprint for scalable, sustainable growth. We’re not chasing rapid, undisciplined expansion; we’re building a foundation of excellence.
Right now, our primary focus is on building a robust, high-quality clientele and demonstrating undeniable success right here in the DFW Metroplex. Specifically, we are heavily focused on the Best Southwest area (DeSoto, Cedar Hill, Duncanville, Lancaster).
This local concentration allows us to be hands-on with our clients, truly understand their unique market challenges, and create case studies of transformative growth. By proving our systems work in this vibrant, specific local market, we build the authority and credibility needed for broader reach.
The short-term goal isn’t just to get clients; it’s to perfect our delivery model. My career has been about creating systems and SOPs at the highest level of hospitality, and AAHC is applying that same rigor to our own consulting services.
We are focused on:
Refining Our Toolkits: Ensuring our processes for System & SOP Creation, Financial Modeling, and Talent Development are so efficient and effective that they deliver predictable, exceptional results every time.
Strategic Expansion: We fully intend to serve the entire DFW metroplex—from Dallas proper to Fort Worth and surrounding suburbs. However, that expansion will be strategic. By establishing a strong track record of success in the Best Southwest, we will earn the right to serve a wider geographical area, moving forward not through aggressive marketing, but through client referrals and a reputation for unparalleled operational expertise.
In essence, we are committed to building a bulletproof consulting blueprint first, ensuring every client we partner with in the coming year becomes a powerful endorsement for our approach. This foundation of local success and perfected delivery will naturally pave the way for AAHC to become the premier operational consultancy for authentic hospitality brands across DFW.
Pricing:
- Our Stabilization Sprint is $397 and provides you with all the frameworks needed to implement our systems on your own
- Our signature, done with you, consulting package is $1,497 but we are currently offering a $997 founding client special as we build out our clientele
Contact Info:
- Website: https://www.auburnaveconsulting.com
- Instagram: @auburnavenueofficial
- Youtube: https://www.youtube.com/@AuburnAvenueHospitality
