We had the good fortune of connecting with Lisa Richards and we’ve shared our conversation below.

Hi Lisa, how do you think about risk?
Being an entrepreneur, risk runs in my veins. I have seldom been fearful in business while keeping my eyes focused on the future, waiting for my next best idea for how to vertically integrate my catering businesses. The goal was to be a one-stop shop for catering and special event planning. Having launched 20 brands in 40 years, risk assessment was at the center of every decision. Admittedly, I don’t excel at evaluating risk and rely on the brightest minds in our group to run the numbers, shoot holes in my business plan, and vote on moving forward.

Energy and enthusiasm drive me personally and professionally to take risks, knowing there may be consequences. I don’t think about those much!

What should our readers know about your business?
With a trio of catering businesses under one umbrella called SOLACE CATERING GROUP, we aim to be a one-stop company from the casual to the elegant type of catering. Picnic People is our flagship brand; a well-known and respected outdoor event company with a focus on team building and corporate picnics. Urban Solace Catering takes the difficulty out of event catering by being flexible, affordable, and straightforward. Urban Solace’s cuisine is focused on global comfort food. Food that nourishes and brings joy to every celebration. Cowgirl Q Catering is my passion project to bring elevated outdoor, live-fire cooking to San Diego. Cowgirl Q has a menu ranging from delivery of BBQ to your office or home, to wildly fun cookouts of lobster, steak, and plenty of vegetables. I want the world to know we are continually improving, and innovating, with the newest generations of Richards taking leadership roles for the future.

We do set ourselves apart by being able to cater up and down the culinary scale, from casual to fancy. We are not pigeonholed as one brand. Each company has its own unique emphasis, menu, and staff.

We are the most proud of re-establishing ourselves post-pandemic, with a line of refreshed offerings that appeal to the San Diego Community. We strive for diversity and global inclusion within our menus made from healthy and sustainable raw products for delicious food in a catering environment.

It was easy for me to start a business; staying in business is what’s hard. Hard for many reasons; most controllable, and some not. My illusion starting out was that I could control every situation, all staff, all outcomes. I tried for many years to be everything to everybody. Now, I understand that control doesn’t exist in catering. Food is made in one place, moved to another, and served on the 17th floor or a barn, it’s 100 degrees or 60 and windy! 95% of what we do is flawless and 5 % won’t be. The true expertise is mitigating the 5% to assure 100% client satisfaction. We excel at troubleshooting unexpected changes. There always are some!

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
My best friend would love for me to set up a table for two on the bluffs overlooking La Jolla Shores. Call Urban Solace Catering to bring a multiple-course seafood dinner with seasonal everything. Arrive one hour before sunset to enjoy mocktails (alcohol not permitted), Getz and Gilberto on the iPod. Right after the green flash sunset, party lights glow while being seated and served a summer salad of bib lettuce, peas, and scallions with green goddess dressing. Followed by steamed mussels in a garlicky white wine sauce. A break and a short walk to gaze at the waves smashing on the rocks. Relax into a change of flavors with Puerto Nuevo Lobster tacos for a culinary nod to our region and, for dessert, topped donut holes rolled in cinnamon and sugar served under Encinitas Frosty vanilla bean ice cream.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Lorraine Severson, my mentor, guided me early in my career. She was a disgruntled client who called me to her office and began to teach me how to run a business. As long as she was alive, we called upon each other to laugh at what really goes on being a business owner.

Sandler Sales Systems: a tried and true sales approach to systematically harness the talents of a sales group.

Michael Roman, The Catering Guru and the father of modern-day catering. A true visionary who showed me how to be better, event by event for long-term growth.

Website: https://solacecateringgroup.com

Instagram: @cowgirlqcatering @urbansolacecatering @picnicpeoplesd

Image Credits
Picnic People Photos: courtesy of Solace Catering Group OR credit John Dole Photography (if listed on file name)
CowgirlQ Photos: courtesy of. Solace Catering Group
Urban Solace Photos: courtesy of. Solace Catering Group

Nominate Someone: ShoutoutSoCal is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.