Today we’d like to introduce you to Shari Wallack.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I have worked in the travel industry since 1984, when as a recent college graduate I decided to go on vacation to Club Med Magic Isle, Haiti. It was time to try out my linguistic skills after studying French for eight years. I spent six months teaching snorkeling, and then applied to work in the incentive travel department at Club Med’s New York headquarters. I loved the job and even more so, I became addicted to foreign travel. I moved to Fort Lauderdale for a job with Renaissance Cruises and then moved on to Celebrity Cruises, where I remained until their sale to Royal Caribbean International. The cruise industry fit me like a glove. I glowed when I spoke about new ships and exotic destinations. Pregnant with my second child in 1997, I joined a local cruise brokerage company. In 2002 I started Buy The Sea, the largest certified woman-owned and operated cruise and all-inclusive resort broker in the industry. Our team won more industry awards than any other in our category, and we were on the top of the world until March 2020. And then COVID happened and my world started to crumble.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The biggest challenge for me has always been convincing corporate event planners that they are far better off working with us than working directly with the cruise lines and resorts. I can say with 100% certainty that the companies that worked with us were able to get refunds or reschedule their COVID impacted programs far sooner than those who decided to go it alone. I could never understand why there was resistance in working with us. We don’t charge a fee for our services, so for the exact same rates (as booking directly), meeting planners get a team of six women dedicated to making their events a success. Fortunately we have dozens of clients who completely get it and are very loyal to us.
As a woman in business, I have always felt like a bit of an underdog. Coming up against some of the men in my industry hasn’t always been easy. If I am strong and fight on behalf of my clients, they call me a bulldog or a pit bull. I know that I am every bit as talented as any man, but I have found that I need to be charming, rather than strong, to get my way. I’d like to see that change.
Having worked inside the cruise industry, I don’t take no for an answer, because I know that there is always a solution. It frustrates me when I encounter political correctness within the travel companies. We work with people who have to go up several rungs to finally get the “yes” I am looking for. I always want to jump the line, go right to the decision maker and make things happen. I realize that is not how corporate America works and I am not always as patient as I would like to be.
Going from my job as Director of Incentive Travel at Celebrity Cruises to being my own boss, or as I refer to myself, “an accidental entrepreneur” was the best decision of my life. I love the ability to find the right product for my clients instead of having to quote the company line and make my product somehow fit their specs. The last eighteen years have been amazing, rewarding, and freeing. I can’t imagine having done anything else for a living and I am so utterly grateful.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As the “chief fun fairy” at Buy The Sea, I act as the ring leader, the one with the crazy (but executable) ideas. I lead the sales team and decide where we should go to market our services. We have been most successful in the financial services and direct selling company arena. We also work with some third parties (other travel companies) and other corporate entities. Our job is to find the right ship or all-inclusive resort product for our clients. We don’t charge them a fee and we take them from site selection all the way through program execution. As my dad always says, “Free is good!”
We are known for being six VERY knowledgeable, experienced, and hard-working ladies who don’t rest until the client is happy. Personally, my secret sauces are strong relationships, both personal and professional, throughout the industry, in addition to my ability to negotiate just about anything. I credit most of this to my childhood theater training. I am comfortable presenting my ideas to anyone who will listen. 🙂
I am proud of so many things. First, my very bright children, Rachel and Jake. They are everything I am and everything I am not! They outsmart me. My daughter can out-negotiate me. My son is uber creative and super funny. I am so grateful for them. I am thrilled that I was able to go from company employee to the founder of Buy the Sea. We have conquered every challenge and surpassed every goal. Our reputation is stellar and I am delighted to be among my five fierce ladies! And of course I am proud of “from hell to challah.” I will let you in on a little secret. I wrote the first nine chapters in three days and finished the book over the next three weeks. My journey wrote the story for me. It just all flowed out of me, and very easily. I hope people read it and can relate to it.
Who else deserves credit in your story?
I have had so many mentors in my life, but I will share a few with you.
My mother was my first cheerleader. She always told me I was smart and beautiful. Sadly my low self esteem kicked in from time to time and I didn’t always believe her. I believe her now! Thanks mom, I love you.
My ex-husband, Michael (yes my EX husband) continues to tell me that he is the President of my fan club. When we were married, he let ME be ME and never held me back. I am still grateful to him for being by my side, even today.
Caryn, my life partner, business partner, sales superstar, and voice of logic has always pushed me to reach high. She has guided me and helped me make really good decisions both personally and professionally.
I vividly remember a conversation I had with Rick Sasso (now President and CEO of MSC Cruises) when he was the SVP of Sales at Celebrity Cruises and I was just hired to lead their incentive sales team. His convertible was in the shop and he asked me to drive him to work one morning. So here I am driving a beat up 1990 Ford Temp (with cloth seats). This industry legend is to my right, and he says, “There are people like you and me – and then there is everyone else.” Had he just put me in his category? WOW! So I asked him why he said that. He replied, “Others go to their job every day and are happy to sit at their desks, do their work, watch the clock and go home, We are different. We love what we do and we give it 110%. You are going to be a superstar. Just wait.” I am thinking – “Superstar? What does he see that I don’t see? How does he know this about me?” But Rick was right. I am definitely different. To this day I check in on Rick and share my successes and sometimes my frustrations. And he is still there cheering me on.
Contact Info:
- Email: shari@buysea.net
- Website: www.buysea.net but also www.fromhelltochallah.com – one is my company and one is my book
- Instagram: https://www.instagram.com/fromhelltochallah/
- Facebook: https://www.facebook.com/fromhelltochallah
Image Credits
Patty Daniels Michael D. Banks
