5 Minutes With… Amelia Yeo
Tell us about your role at Accela.
I’m part of the Communications team at Accela, working on a variety of accounts that span across SEA’s best bars, restaurants, and hospitality businesses. My day-to-day involves catching up with clients (most of whom are industry leaders) on upcoming activations in their calendars; pitching to publications in Singapore and larger SEA, as well as drafting press releases that seek to inspire and succinctly tell a story.
What do you like about working at Accela?
The privilege of working closely with clients who are the industry’s toughest and most hardworking folks. Brands, accolades, and the glamour of Michelin stars and lists aside, it’s been an eye-opening six months being exposed to the different pain points and realities of thriving in Singapore’s highly competitive F&B and Hospitality scene. Working at Accela gives us front-row access to witness the sheer amount of heart that goes into creating every aspect of an exceptional guest experience, as well as the multiple hats every Chef, Chef-Owner and Bar Manager is required to wear to keep a business going. It’s given me a whole new perspective and new-found respect for the clients we work hard for.
I also consider myself lucky to have joined at a time when the industry embarked on many ‘firsts’ — like hosting the World’s 50 Best Bars Awards and the international trade fair, Bar Convent Berlin — both of which were held in October of last year.
What is the biggest challenge facing leaders working in the hospitality sector today?
There’s been a ton of excitement about Singapore being a rising food, bar, and hospitality capital of the world, and operating in Comms in such an environment requires us to have an active pulse on the city’s (or region’s) latest buzz. Not only does this ensure that we sieve out irrelevant noise to identify great storytelling hooks, but the ability to grasp the attention of journalists to pitch stories of meaning and passion. There’s a huge responsibility to translate the efforts of our clients into meaningful pieces of coverage, and keeping up with that requires an immense amount of industry insight, strategy planning, and audience understanding.
Biggest achievement at work so far?
Being part of the team that launched Santa Teresa 1796 Rum in Singapore. More than just another spirit brand, the social impact that ST has on the Venezuelan community is profound and inspiring — and as someone who needs to find purpose in work (!!!!), I can’t wait for more storytelling opportunities in the future!
Surviving World’s 50 Best Bars week comes as a close second. Ask anyone on the team about their experience, and they’ll tell you just how much fun – and tiring – the week was. Although I’m sure it’ll be quickly followed up by how we would all do it again in a heartbeat. 😉
What is your soundtrack of choice?
Anything Afrobeats!
It’s happy hour, what’s in your glass?
A classic Whiskey Sour.
Where are you looking forward to traveling next?
🌞Sri Lanka in February! 🌞 I’m excited to discover old railways that chug through the country’s lush mountains and spend a few days back at surf camp.
