For the past 20 years, Kate Simmons has been working with brands where storytelling has always been central, whether it be high-end fashion, airline loyalty programmes, or in hospitality.
While she has sat inside a traditional PR agency, Kate Simmons has worked closely alongside them and media partners to shape brand stories and ensure thy resonate in the right way.
Simmons said that in New Zealand, hospitality is the ultimate dinner-party conversation.
“We love to talk about the latest opening, a new food trend, or even the price of a pint. Everyone has an opinion. We are all, in some way, critics.”
Simmons worked in a pub straight out of school, and said that she honestly loved it. On the surface, it may look like just pouring drinks and clearing tables, but she said that in reality, it’s a case of creating moments of connection.
It was the emotional layer that drew her back to working in hospitality following a career in other industries.
“Hospitality isn’t just transactional, it’s experiential. It’s about how a space makes people feel, being looked after, relaxed, celebrated. When it’s done well, it creates lasting memories, and contributing to that is something I find genuinely rewarding.”
She said that hospitality is one of the most saturated and opinion-based industries to work in. There is always a new venue opening, a new menu launch, or a new promotion competing for attention. She said cutting through has required clarity and impact, which is easier said than done.
“Navigating that requires confidence in your brand strategy. Not every opinion should shape the narrative. I’ve learned to separate instinct from insight and try anchor decisions in what strengthens the brand or what is simply practical.”
Throughout her career, Simmons has been fortunate to have learnt from some influential mentors, most of whom were women. She said that each shaped a different part of how she thinks about leadership and brand.
A key mentor in hospitality is Paula Sigley.
“She generously showed me the ropes when I started in 2020, and we quickly bonded over a shared love for design and details that elevate an experience.”
The most valuable lesson Sigley taught Simmons was to distinguish between what is controllable and what isn’t. Hospitality is reactive and often emotionally charged. There are strong personalities, external pressures, and constant noise. Sigley believes that energy is best spent on what can be influenced, as focusing on that not only drives better outcomes, but it also creates resilience. That perspective has stayed with Simmons.
Simmons said she has been lucky enough to work with many talented women in hospitality, and has found female representation to be very strong.
“For me, it’s less about spotlighting someone purely because they’re female, and more about creating an environment where strong voices feel confident in contributing and are genuinely heard,”: said Simmons.
“I also think diversity in leadership is important in a broader sense. Gender is one part of it, but so is background, experience and perspective. When you build a team that reflects different viewpoints, stronger decisions tend to follow.”
From a brand perspective, Simmons said that culture and reputation are closely linked, and how a business treats its people increasingly matters, both to teams and to guests.
She added that there have been tangible changes. For example, the idea of restaurant dress codes has softened, if not gone away completely. Even the way that staff wear their uniform now, she said it allows more individuality and comfort. She considered this not to be at the expense of brand standards, but un a way that feels more accessible.
She said there is also greater visibility behind the scenes, so inclusion isn’t just a statement. Simmons said that brands can reflect this in celebrating the full team, from the kitchen porters to bar backs, and acknowledging the collective effort that goes into creating a guest experience.
“It’s been a gradual shift, but a noticeable one”
Some of Simmons’ career highlights have included opening the waterfront wine bar and bistro, Somm, in 2023. Leading the project alongside an outstanding group of creatives was an amazing experience for her. She said that it was probably the most challenging six months of her career, but in a good way. She said taking a venue from concept to opening night and seeing it filled with guests for the first time was a feeling that is hard to describe.
If there is one belief that Simmons holds strongly, it’s that everyone should have a go at and work in hospitality at some point in their life.
“It teaches resilience, teamwork, and empathy. I think we’d all be a little more patient and a little more appreciative if we’d spent time on the other side of the bar.”
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