← The Level Up Podcast w/ Paul Alex
The Level Up Podcast w/ Paul Alex
How to Dominate Miami’s Yacht Industry Using Billion Dollar Nightlife Strategies in 2025
01:01:23
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- [00:00]
A
Welcome to the Level up podcast. I'm your host, Paul Alex. I went from being a cop to an eight figure entrepreneur that helps average people like you and me make money every single day. I created this podcast to help you get motivated and to crush your goals. Let's win together. Remember, I have your six. Get ready to level up right now. Hey guys, welcome back to the Level up podcast. This is Paul Alex and today I have a guest that defines leveling up. Guys. Okay, not only is, man, you did it all, dude. You did, you did nightclub from Vegas to Miami. Now you're doing charters, now you're doing digital consulting. He's doing fractional coo, Chief operation officer operations. Guys, man, wealth of knowledge. Humberto Dominguez. Welcome to the podcast, brother.
- [00:48]
B
Thank you, man.
- [00:48]
A
Thank you for coming in. So Humberto, brother, start from the beginning, man. How did you get into entrepreneurship? What made you want to get into the fields that you're in right now and tell us about yourself, man. What's your background?
- [01:01]
B
Sure. Well, originally I'm from Venezuela. I came to Las Vegas in 2002 and I came from a military background. Excuse me? I came from a military, a military background. I had no clue what I was getting into when I got to Vegas. And Vegas was such a hospitality driven industry. So quickly I got into the, the knits and grits of what happened in Vegas. How I could like really like become someone in Vegas. And without really knowing anyone, I got into my first nightclub run jungle at the time at the Mandalay Bay.
- [01:45]
A
Dude, I remember the rum jungle. That's, that was like the pre game. Like it was insane.
- [01:52]
B
I mean like the fire dancers, the congas play and was a really, really cool vibe and it set the precedent for where I was headed in that industry. I started up as a boss, as a buzzer and eventually like made my way up to the bar. Eventually.04 down the road now we open up the wind bar, backing bus and eventually bartending. We open up a Town nightclub in 05 Nation.
- [02:20]
A
Let's, let's, let's, let's slow down this real quick because right now you don't understand, dude. Like you're talking my time, you know, you know I'm old school millennial. So it's just like you're talking about 2022 to probably like early 2000s. Dude. It is like the era of nightclubs in Vegas. EDM ts though, I mean you got like the hitters right there, right? You got me fist pumping like amazing. So number one, what made you pick Vegas? Coming From Venezuela, dude. Like, were you just like drawn to Vegas because of the nightclub industry or the hospitality industry? Like, what was it about Vegas that you were like, I want to go there instead of California instead of Miami. Like, what made you make that decision?
- [03:04]
B
It was just a little bit of luck, I guess. I had second uncles in Vegas at the time.
- [03:10]
A
Okay.
- [03:10]
B
Yeah. And was lucky enough to at least land there thinking, well, you know, I mean, like, I branch out that way. Maybe family helps. Yeah, family doesn't always helps that way, but it worked out at least to, to get my foot down there. And.
- [03:26]
A
And in 2022, how old were you in 2002?
- [03:30]
B
I was 19. Going to 20.
- [03:34]
A
Okay, 19, 20, dude. So. So, yeah.
- [03:36]
B
Oh man, you're just a kid.
- [03:37]
A
Yeah, just a kid, dude. Figuring it out, enjoying life.
- [03:40]
B
Yep.
- [03:41]
A
I love that. I love that. So you, you get on there, you start going and getting your first gig, you sit as a busboy and then. Is it true in Vegas it's all about your connections?
- [03:52]
B
100%.
- [03:53]
A
Really? So, so you knew somebody to get that job as a busboy?
- [03:57]
B
No, no, no. I mean, 100%, like, yeah, it's all about connections. And if you don't have them, you really have to work hard to try to get somewhere and be something. Vegas will still give you a lot of opportunity if you're willing to actually put the work. And there are so many, like, so many different outlets, so many different venues, and so many different things happening all at once. There is always going to be some job to fill and something to show what you got. So that was an opportunity I didn't really think I would get, but it was given to me and it worked out fine to at least like start that path into, into that, that industry.
- [04:43]
A
How long were you a bus boo before you got connected with, I guess someone in the nightclub industry?
- [04:48]
B
As I started, as I started busing, I started making those connections, I started like meeting people. I started meeting promoters that eventually became VIP hosts, started meeting supervisors that eventually became managers, managers that became directors and so on and on. And it's a whole cycle that keeps growing. And as you actually come to see it years later, now you have all these people that at some point were just like little bosses that now are running entire venues, printing hundred million dollar year revenue sets in Vegas. And it's very impressive.
- [05:27]
A
So basically your friends, your connections, family members, associates, they ended up just getting these different jobs in the nightclub industry. And then finally, who, who was the one person that was just like, hey, Humberto, I think you Would do really well with, like, helping us launch, you know, these. These nightclubs, dude. Because, you know, working with, you know, some of the big names that you're. You're talking about, dude, that's massive. Like, I tried doing that. I was an ICA promoter back in. In California, and I was thinking, like, dude, how can I get in, connect with these guys, you know?
- [05:58]
B
Well, there was this one manager. He. Nowadays is a vice president for Tao Jacob Wood. And he was probably my. My first angel in the industry.
- [06:12]
A
Who is your mentor? Would you call him your mentor?
- [06:17]
B
I would say he had a lot. A lot to do with it. Yeah. He was very, very open to giving me a chance. At the time, I barely spoke English to begin with. Like, horrible accent. And this is still back at the Rum Jungle. I'm actually studying to keep the job because I had to pass all these tests, and they were all in English. I'm really trying to get it, but it's a lot of information. He left the place he set me at to actually take this test, and I ran away to a locker room to try to, like, rewrite everything from the manual into the paper. Not because I didn't know the information, but because I actually couldn't. Couldn't quite remember how to write xyz, right? And he turned into this locker, and he saw me there. He's like, what are you doing?
- [07:10]
A
Yeah.
- [07:11]
B
Like, he needed to fire me right then. And, like, I was like, hey, man, it's not what it looks like.
- [07:16]
A
Yeah, yeah, yeah.
- [07:17]
B
I'm so sorry. Like, do you not know this? Like, oh, absolutely. I mean, you can quiz me verbally. I'm happy to tell you all this verbatim. Like, and he did. And he was like, wow. I mean, like, you actually are not kidding. Like, you actually know all. All this stuff, but damn, okay, I'll help you out. Like. And he actually, like, took the.
- [07:37]
A
The time to, like, invest into you.
- [07:39]
B
Yeah. And from there, I mean, like, that relationship grew when he went to the Wynn. Is the one that actually, like, gave me an opportunity to come and work with him and the group at the Wynn.
- [07:51]
A
How was it working for the Wind? Dude, I love. I love, like, the Wynn Hotel, Encore Hotel. I mean, I think it's one of the best, you know, establishments in Vegas still. It is in 2025, dude, you know.
- [08:02]
B
Opening up the Wind was truly on a whole different level. Like, the. The level of quality they wanted to imprint in all employees from the beginning was superb. Like, and it was actually going from the. The line cook all the Way to all the presidents and vice presidents and anyone in between.
- [08:21]
A
Top tier.
- [08:21]
B
It's top tier. And you actually see executives, or at least back when we opened it, you would see executives walking through the casino floor picking up little papers and, like, tighten up chairs and smiling and guiding people. And it was very, like, very sophisticated at the time.
- [08:39]
A
And what year was this?
- [08:40]
B
That's 04205. Then. I mean, like, nightlife, again, is a very, very competitive monster. Like, the win at the time did not have that vision yet of how to. How to reinvent themselves or how to incorporate nightlife into their. Their bloodline. It was a little too uptight for. For the industry. So same same mentor, Jacob Wood, he had another opportunity and he goes now to open up a tower nightclub coming from New York at the Venetian. And, like, he talked to me about it, he presented the opportunity, I took it, I came and worked with him, and it was probably the best decision in that nightlife era.
- [09:29]
A
Okay, so at this time, you know, you're in your younger 20s, you're probably, what, like, 23, 24?
- [09:38]
B
About.
- [09:38]
A
Yeah, yeah, 23, 24. You get the opportunity to work with your mentor to go ahead and now open one of the biggest nightclubs, Tao Nightclub, over there at the Venetian, dude. Which I remember back in the day was super hard to get into.
- [09:53]
B
It was.
- [09:54]
A
It's super hard to get into. Like, I was telling you before the pod, dude, like, bro, like, me and my boys, we used to go and, like, probably, like, give the bouncers, like, 200 bucks to get into there. Because if you're not a girl in Vegas, you're not getting in as a dude. That's just the way it is. That's how it used to be, right?
- [10:09]
B
It's. But.
- [10:10]
A
But yeah, man, it's. It's amazing. So what did. What did your mentor have you do when you, like, launched it? Like, what was your primary responsibilities with that organization?
- [10:19]
B
I mean, back then, it was still really very front of the house. Like, hey, like, I'm going to make you a bar back. I'm going to make you a bartender. Like, see, we'll see where else we can groom you.
- [10:29]
A
So, like, ancillary. So you were like, yeah, like, here, we need help with this, this, this, this, this. So you were like. You were like a utility guy. You were like, dude, I'm gonna do everything because I want to be here.
- [10:40]
B
And I was very grateful at the time.
- [10:42]
A
That's awesome.
- [10:42]
B
This guy was actually giving me the opportunity. So I had a. I had a show for him. You know, I had to like, like really show like my. The best qualities I could, I could give the company. And so I did. And it was a great experience. I mean like back then like every headliner wanted to be a Tao. Like all celebrities like dying to go into town. Harry Hilton at the time, I was gonna about to ask you, the Kardashians like coming around like Scott Disick actually had a big little video downstairs at the restaurant where he like tried to show off a hundred dollar bills on a, on a server's mouth or something. I forgot exactly what happened there, but it was quite fun. It was all like a shed show of mishaps. But it was great. It was, it was very, very vibrant at the time.
- [11:35]
A
What would you say is your most memorable artist back when you were helping launch Tao Nightclub?
- [11:42]
B
Man, I can recall what years, what year this was. I want to say 06. We had one of the wildest nights I remember still to date, even if even in comparison to like bigger headliners. It was when we had Eric Morello. Probably like second run we had with him. First time, first time he came to Tao was not all there was supposed to be there, but second time around it was the craziest level of energy I've seen in an iclub. Like for the longest, longest, longest time. Like this guy kept playing till 9am very space club space style at a place that should have shut down at 4am and people were still dancing crazy packed like managers, directors, where like hotel executives were coming up and everyone was just like.
- [12:41]
A
They were probably pissed.
- [12:42]
B
Yeah, no, at some, at first they were and they saw the energy and they were like, they're like we're going.
- [12:48]
A
To let it ride.
- [12:49]
B
Fuck it.
- [12:49]
A
Like I love that.
- [12:52]
B
It was really, really different back then. Like the only thing similar after hours you had was drace. And this wasn't attempting to be an after hours. It just so happened that the energy never died. Like. Yeah, it's the only time I've seen something like that that was not a festival or something of that capacity.
- [13:12]
A
Yeah, because I remember back in the day, dude. Like when my nightclub in days. And yes I used to nightclub guys, I. I know I'm aging myself, but no. Yeah, dude. Like the nightclubs in Vegas they would go till like 6am but usually they would die around 4.
- [13:24]
B
Yeah.
- [13:26]
A
And then people start trickling to Drake's. Absolutely right. But that's cool man. I love that. So from there, what else did you build in the nightclub industry in Vegas before you get you really got into entrepreneurship for yourself.
- [13:38]
B
Well, that's all, like, front of a house, like, little stuff. Then eventually, in 2011, I got my first management setting now over at Chateau and gallery.
- [13:54]
A
I remember Chateau at Paris. Yes, sir. We're not talking about Paris, France, guys. Even though it was legit, I just came back two weeks ago. We're talking about Paris in Vegas.
- [14:02]
B
It was nuts. It was really, really a lot of fun. It was a very different vibe and a very different format, bro.
- [14:10]
A
You were probably living it up where you were like, I'm never gonna die. Like, what was your drink of choice?
- [14:18]
B
Oh, man, like, whatever.
- [14:20]
A
You're a tequila guy.
- [14:21]
B
Yeah, yeah. I mean, like, it was, like, back then, it was whatever people were drinking. I had.
- [14:26]
A
Bro.
- [14:26]
B
I had people drinking for nay. I had drink. People drinking Jagermeister. I had people drinking vodka Jaegermeister.
- [14:33]
A
Yes, yes. I remember those days.
- [14:35]
B
It was rough. Yeah, it was rough because, I mean, like, now I had, like, a lot of responsibility.
- [14:41]
A
Yeah.
- [14:41]
B
And the one part no one really prepared me for was the amount of hours. Yeah. I was gonna now be subjected to, like, work.
- [14:51]
A
Yeah. Yeah.
- [14:52]
B
And it wasn't all that much fun anymore. Now I actually really have to show, and I have to, like, schedule people, and I have to, like, understand the dynamics of the venue and the ordering and the. The bookings and the marketing and so many, like, different. So many different fronts that really go to run a business. Right. I mean, like, if ultimately, like, nightclub or not is a. Still. Is still a business, and it requires the same thing. It's. It needs people coming in and people spending money, understanding and learning and understanding the dynamics of how to actually, like, how to make that profitable, how to make that, like, successful, how to actually keep people motivated to actually, like, want to, like. Like, be supportive to your. To your. Your business. It's all, like, in the dynamics of management that you really, like, start learning and earning as you actually grow in the industry.
- [15:46]
A
So what's the. I mean, obviously, me and, you know, what's the main driver of revenue when it comes to nightclubs? But for the people that are listening right now, and they're probably like, you know, a college student or maybe they're our age, and they're like, dude, I want to try in the nightclub.
- [16:01]
B
Right.
- [16:01]
A
Because a lot of people I remember back in the day, they were like, bro, how'd you get into the nightclub? I was like, I just networked, bro. Like, I was just a friendly guy. And one day I went to a nightclub promoter. I was just like, hey, dude, how do you do what you do. He was just like, well, you got to start from the bottom, dude. You know, same thing, the come up story, right? And people don't understand. It's just like your network is your net worth. I've been saying this all this morning, dude. Like, you're like, it really is like you might know one person who's going to get you in, just like your mentor, right, Mr. Woods. And when he moved to the other group, the Tao group, he brought you with him, dude. And that's usually what happens when people change in management. So, you know, if you're trying to go to Vegas, you guys got to network. That's just all it comes down to, you know.
- [16:41]
B
And same goes with like, I mean, like the people, you know, like if it's about party and like, like you see so many high rollers and so many people, like really well connected. And then you see like their group with them and that group, like with them. I mean, like, some might see them as groupies, some actually will be true friends, who knows? But like, they're really the ones actually enjoying like the most out of a club at that point.
- [17:06]
A
Like, yeah, no, absolutely, man. So what would you tell somebody who right now, okay, if they were trying to go into, I guess, the Vegas nightclub scene, how would they get started? Like, if you were to go ahead and break down to a beginner and I know, when did you end up leaving Vegas to come to Miami?
- [17:28]
B
I came to Miami in 2017.
- [17:30]
A
Okay, so. So it's been some time and you probably still have the connections, you probably still know a lot of people. But if you were to go ahead and tell a beginner right now that's watching, listening to this, and they were like, dude, how can I do what Humberto did? Like, I would love to work with Tao group. I would love to go ahead and open a nightclub over there or maybe be a promoter, you know, how would they get in?
- [17:53]
B
Build your network. Like really, it comes about trying to build your network. Be sociable, like, talk to people, like, smile, like, shake hands. Like, come, come to events.
- [18:04]
A
Like, so actually attend.
- [18:05]
B
Introduce yourself. Like, introduce yourself with the intention and the mission. I mean, like, if that's, that's the desire. Yeah, I mean, like, I'm gonna. This is what I wanna do. This is how I'm gonna do it. Like, have a plan. Not just randomly go get drunk and like, hey, like, I tried. Like, yeah, I guess I'll try tomorrow again, right?
- [18:27]
A
Yeah, like actually have the intention to go and network.
- [18:31]
B
Of course. I mean, like, that's like depending of what you want to do. I mean, if you just want to be like, work in the industry and have fun in the industry, like all groups really have all types of fun auditions that people can go to. They're very overwhelming. They're thousands of people deep just to select a few hundred or less. But the groups, the community you build in those settings is very, very special. Is like you create bonds with these people sometimes. I mean, like, there's. As with any business, there might be a lot of catness in between, like who likes who or how certain things flow. As it becomes a little bit of a high school like anywhere else, any.
- [19:20]
A
Work environment, it's the same. Yeah.
- [19:22]
B
As a whole, it's a very, very special community. And like, it really connects you with a lot of people and opens up a lot of, like, later on opportunities.
- [19:30]
A
I love that, dude. I love that. No, and that. And that's good, man. I mean, that's how I got into the nightclub scene. Like I said, I had friends in it initially. I went to the events. Wasn't really a big time drinker back then, but you know, at the end of the day, I was able to get in and I was able to learn operations and all that. And it was good times.
- [19:48]
B
Yeah.
- [19:48]
A
So humberto from the nightclub scene. Okay, what was the transition that you did from the nightclub scene in Vegas and what was your primary reason to move to Miami?
- [20:02]
B
Sure. So in Vegas, over time, I had the opportunity to keep growing in the industry. I got to go Back to town IClub now as a manager. Eventually I joined Hakkasan Group and got to go to the back end of the house into a more director based role within Hakkasan Group. Like now overseeing a lot more venues and doing a lot more things for the company. And that was my first take at actually building more intricate systems. My main forte has always been a little more into programming and building certain sets of financial analytics and things. I can actually put data into action. So I started doing that for Hakasan Group and it became a bit of a niche for me. And that opened up an opportunity here in Miami into a higher role now more as a director. So I took that opportunity. I had a president of Night life for SBE that offered up an opportunity to come and join them with Delano and sls. And that was a very, very nice opportunity. I flew to Miami. The concept made sense. I mean, like, hey, like, you speak Spanish. You're. You're Venezuela and there is such a tribe in Venezuelan community. Huge, huge in Miami. You're going to do great. On paper, it sounded fantastic. When I came here at first it was a bit of a cultural shock. I mean, I came from Vegas, I spent so much time in Vegas, my main Hispanic community was the Mexican community. So I was probably a little more used now to eat tacos and eat arepas.
- [22:03]
A
I was about to say that, brother. I mean, you got Vegas, which is a few hours away from California.
- [22:09]
B
Absolutely.
- [22:09]
A
So you got a lot of Mexican people. I mean, I'm half Mexican, half Peruvian, so. And I'm originally from California, so I mean, you cannot beat the Mexican food over there, bro, 100%, you know, and it's a lot different over here. People love to eat Peruvian food, you know, and there's so many other things that you can eat down here. So I'm pretty sure it was a big culture shock.
- [22:29]
B
It is.
- [22:29]
A
So what was. So was that the biggest difference between Miami and Vegas as far as the nightclub scene? Or like, how's the nightclub scene compare here in Miami compared to Vegas?
- [22:39]
B
Well, Vegas, you have like such a big format, like all a lister settings everywhere you go, like, and they compete with each other in such a casual way. And you're actually talking about people making million dollar sets. Like, like the, the sets play for like, like Cascade Testo.
- [23:04]
A
And you're talking about DJing.
- [23:05]
B
Yeah. DJ, yeah. You're actually like seeing like all this big, big formats where like these guys are being paid millions. Millions, like half a million. A million? Like who, like, who knows? I mean, like contracts are all different, but for like a two, three hour set, like you actually have those compounded into a full year contract agreement where this guy's will come and play for two or three hours. And each time they play they're actually making.
- [23:35]
A
Isn't that crazy? Doesn't that blow your mind? Like anybody that's listening to this or watching this right now, Humberto's, like, there's like no way. Because people can't even think like that. These DJs, these, I mean, they're famous, right? Like Cascade, Tiesto, Vici, I mean Afro Jack, Stevieoki, like all these great, you know, EDM DJs back in the day. And they still are, they're still great DJs, but like that was their prime, right? They fly in on a jet, land in freaking Vegas, get in a limo, get dropped off at the hotel and then at like 1 2am Because I remember I was a club goer, I'd be like, hey, they're supposed to be here at midnight. They don't get there till one, and then they show up and the whole house just goes crazy, Goes insane for the next three, four hours.
- [24:23]
B
It's great, just like a festival. But nightly.
- [24:26]
A
Yeah, nightly.
- [24:27]
B
And it takes a lot of energy. It takes a lot of work. Here is a little more consolidated. I mean, like, the only, like, true, like, big nightclub format here, in my opinion, is live Fountain Blue as a whole. Like, they try to run a somewhat Vegas format, which is cool. It's very nice. We have also there that I also open down the road here back in 2019. But the big, big guns, I think they really come down to. To live and. Well, of course, eleven. Eleven really built like a whole structure of their own.
- [25:04]
A
Yeah, they did.
- [25:05]
B
And a lot of it with the. The Vegas mindset and like. Or at least like a little bit of Vegas infusion to it. And they made something phenomenal, something that doesn't really exist anywhere else.
- [25:20]
A
I think eleven's concept is very unique because it's a mixture of. And if you guys don't know what 11 is, 11 is actually one of the bigger nightclubs here in Miami. And even, man, even in 2017, when I first came to Miami to actually just check it out as a tourist, I checked out 11. I checked out Olive. I checked out what Club Space. All these famous, famous nightclubs that people still go when you know they're in your 20s, 30s. I even had my younger sister, she came to visit me here like a couple months ago. And they went, her and her husband, they went to club space at 9:00am in the morning. And I'm like, 9:00am in the morning? She's like, yeah, we're waking up at 6 to get there at 9. And I'm like, you are insane. And there were still people going from the night before, bro, they were giving out orange juice. I was just like, this is insane. Right? Yeah. But anyways.
- [26:12]
B
Anyways, I came to. What was the question again?
- [26:20]
A
Yeah, so the question was, so Miami, Vegas, biggest differences. You said in Vegas, it's the sets. It's basically. It's bigger. It's bigger.
- [26:32]
B
It's. I mean, I guess everything, the promotions, the.
- [26:35]
A
It's more grand.
- [26:37]
B
It's like. It's like nothing you find anywhere else. I have traveled to many different cities, and I mean, like, I've found in every city something special but specific to Vegas. Like that grand element, like, is unique to Vegas. Yeah, you can't match it anywhere else. You don't have thousands of people on. On a week, on a weekly basis to fill up like, all these different clubs, like, it's nothing. And I mean, in Vegas, I mean, like, thinking of, like, venues I. I was involved with. I'll think of Omnia at Caesar's palace when we first open it. It's a venue with a hundred tables. Venue with a hundred tables printing a couple million dollars a night. Like, wow. I mean, like, that's insane. That's a lot.
- [27:27]
A
What is the biggest night you have seen in your experience while at Omnia or any of these other clubs? Like, what is the most they've made in revenue?
- [27:38]
B
I want to say possibly New Year's at Omnia. The. The two new years I spent at Omnia were both, like, around 2, 3 mil. And they were insane. They were really, really like something else. There were some special nights. We had a marquee at the Cosmopolitan that we had very, very special wealthy guests that would come back in the day. Jolo. I don't know if you ever heard of Jolo Malaysian. Yep. The amount of money he would drop was insane. Insane. Like, I mean, like, this is like the times, like, it was mentioned Jholo would be traveling with DiCaprio or we'd be traveling with the Kardashians and all that. And like, now, like, you have the entire champagne cooler, like, millions of dollars worth of champagne, ready to actually, like, go out. Like, it was quite a different time.
- [28:44]
A
No, I can imagine, man. I mean, I feel with the nightclub industry, but then also how Miami is growing as a city.
- [28:54]
B
And that's. That's something that's been, like, progressively changing here now. Like, it's really, like Miami started to set its own tone, its own vibe that stands away from Vegas and makes his own piece of the puzzle. Yeah, like, Miami, like, of course. I mean, like, early 90s. Early. The early to late 90s, early 2000s, you had, like, a lot of, like, the push of the boutique hotels. Ian Trager building all these boutique. Boutique hotel concepts and. And then replicating. Replicating all these concepts in Miami Beach. That was a very, very special time to Miami Beach. And then the European bottle service in Vegas kind of, like, toned that down. It became more like that grand element. Now it's going back more again to that boutique experience. Like, what else is out there? Like, not just a dj, but what else can we actually, like, can we find out of the going out element? Right?
- [29:59]
A
Yeah, no, absolutely, man. So you came into Miami and you're in the nightclub scene heavily here. When was the transition after you came from Miami to doing your own thing, to actually expanding to what you're doing now.
- [30:14]
B
Covid.
- [30:15]
A
Covid. So 2019-2020-2019-2020.
- [30:19]
B
In 2019, I had a little itch to try to see how it could go about me doing my own thing, my own consulting, unfortunately. I mean, like, when you're working a 9 to 5, to call it 9 to 5, you don't really have all this much disposable time. You have maybe a little bit of disposable time, but is it really because you still have a family, you still have, like, things happening. So how do you balance that? When Covid happened, that 9 to 5 eventually wasn't there anymore because there was, like. Like, the entire hospitality industry in Miami shut down.
- [31:02]
A
Yeah.
- [31:02]
B
Like, and the world. The world shut down. The only thing really thriving in Miami at the time was the boat industry.
- [31:14]
A
That's. That's interesting. The boat industry. Okay. Okay. All right. I see where you're going.
- [31:19]
B
Yeah, the boat industry. So.
- [31:21]
A
So 2019, 2020, everything shuts down. You're like, holy, I'm in the nightclub industry. What am I gonna do? So then how do you get into boating, dude?
- [31:31]
B
Well, covet happens. No one knows what to do. Like, literally, like, hey, by the way, like, the world shut down. Like, how. How do we. How do we pay for rent or pay groceries? We have to, like, figure something out. Like, looking into what was still working in Miami. Boats were actually working in Miami. So I decided to bring the. The. The consulting idea I already had, like, somewhat founded in 2019 into. Into Action, and I form a plan. Not the best one yet, but, like, some sort of plan, and, like, then polish it. I mean, like, running venues for this long, like, it was the. The same. The same recipe, no matter what. Like, it was just a different industry now. Right? Like, so. So. So I'm thinking, so how am I gonna, like, fix the problem? I'm actually looking for a problem I need to fix, and in doing so, okay, like, this actually feels natural. Like, it's not. I'm not reinventing the wheel here. I'm just gonna apply it. And I actually, like, went out and I took a leap of faith, and I actually started trying to, like, again, build a network and contact people like just as many. Many moons back in a whole different industry in a whole different city, and started trying to make connections enough to place me or position me in front of someone that could have some interest in what I had actually pitched. And so it happened. I mean, like, there was, like, in trial and error, I got to meet this one gentleman running a boat club for Many, many years. This boat club had been in Miami since the 80s and it had died down a little bit. He had other assets and other businesses and other things and he just didn't have the right tool set to, to make his business something again.
- [33:43]
A
He didn't have like the right operators.
- [33:45]
B
Correct.
- [33:45]
A
Yeah.
- [33:46]
B
And I felt like the problem wasn't all that significant. It just wasn't being properly handled. And I actually, if implementing the right solutions, the right tools, you could actually, you could easily.
- [33:58]
A
Like, like, so at that time, Roberto, do you think it was his marketing? Do you think it was his fulfillment? Do you think it was his sales? Like what, what was going wr you saw that you could fix?
- [34:09]
B
Well, it was a combination of everything. It was a combination of marketing, a combination of logistics, strategy, operations, lack of SOPs, lack of like systems in place in general. I mean like from, from invoicing to hiring to anything in between. Like, I mean like the running a business, a small business, a big business, like it still has a lot of the same logic behind it. You still want to achieve likely a way to generate leads, whatever those leads are. Like, some might be in a digital form, some might be in person, some might be to take a certain action. Like what's the action that's going to happen? Right. And in this case, like the pipeline was all broken. There was no, no head, no tails to like, to, to no funnel.
- [35:10]
A
Basically no process, nothing.
- [35:12]
B
Wow. So, okay, well, like this actually seems like a low hanging fruit here. Like, hey, I can fix this.
- [35:17]
A
Like, and then Roberto, before you get into that, because I love this how you're breaking it down, dude. It's awesome. For the, for the viewers and then also the listeners that do not know what a boat club does in Miami, what would you say a boat club does in Miami?
- [35:34]
B
So boat clubs came as a, as a relevant, as a relevant structure in different cities back, I want to say 70s, 80s with the promise or premise to, to allow people to take a boat out without owning the boat. I mean, like Turo.
- [35:58]
A
Yeah, like Turo, like Uber. Like, like Airbnb.
- [36:02]
B
Like the simpler format would be a boat rental. Yep. But I mean like in a boat club, you actually are somewhat of a member of that community. Exclusive is more exclusive. You have more almost guaranteed accessibility to the boats.
- [36:21]
A
Different options.
- [36:21]
B
You have different options. You actually have someone that's actually upkeeping the boats as maintaining the boats. You, if you're in the right boat club, the boat club likely will be rotating these boats every so often. So you always have like somewhat of a Newer opportunity. And you don't have to like, really, really worry about the hassle of finding slip. Like if you actually put dry storage, having the boat store up and down, the maintenance elements of the boat, all the, all the safety equipment, the clean, the cleaning of the boat, the maintenance of the boat, all that actually, like, it's. It's a daily routine for a boat. The boat club eliminates that. Of course, you can actually achieve somewhat of a similar reach if you actually just go ahead and rent a boat, but you rent whatever you can find. Like, that's probably the main, the bigger difference. And back in the day, of course, you don't have. You didn't have the technologies you have nowadays. Nowadays you actually have so many tools, so many apps, so many, like at the click of a button, you can actually like rent something very easy. And like the industry itself, like, changed drastically with that. But back in the day, like, you had newspapers, you had like maybe some Google, like search or something. Maybe you found what you actually wanted, but it wasn't as simple.
- [37:47]
A
So how. Okay, so in the situation where you got your first. Your first boat club. Okay. And you were gonna go ahead and help with the operations, the marketing and the sales and the fulfillment, how did you end up, I guess, turning the business around?
- [38:02]
B
Well, the, the 2020 market was a very generous market again with everything shut.
- [38:09]
A
Down because people were like, looking for things to do.
- [38:11]
B
Yeah, boats happen to be the hot commodity in Miami. It was in the news everywhere. Everyone was.
- [38:21]
A
That was the thing to do.
- [38:22]
B
Yeah.
- [38:22]
A
Go on a boat.
- [38:23]
B
Yeah. And everyone, of course, was judging Miami. Like, oh, wow, like, look at all these Floridians. Or like, look at all this, like, degenerate people. Like, oh, everyone.
- [38:31]
A
You degenerates on your boats.
- [38:33]
B
Absolutely.
- [38:33]
A
Yeah.
- [38:34]
B
But no one really care.
- [38:35]
A
Like, yeah, they're having a good time.
- [38:36]
B
Like, social distance. Like what social distance? Like, the water didn't require social distance type of thing. And I mean, like, of course, like back then, like, no matter what, like, every regulation that we could follow to like upkeep and actually like bring up like, like health standards and what have you, it happened. But it was a little more about building an opportunity for people to have fun and still, like, somewhat have something to do.
- [39:05]
A
Yeah.
- [39:06]
B
So what did I do back then? I mean, like, I look first at what was there, what was there financially, what was there, like, assets wise, what was there in. In regards of structures and operations and anything in between. And then from there, like, okay, well, like, let's see what's, like, what's broken in this whole pipeline. Like. Like, the. The lead intake was horrible. Like, it was actually just people calling the owner's phone number. If you actually answer, fantastic. If not, like, oh, well, like, that cell is lost. The. The booking process was almost, like, on a napkin or, like, behind an envelope. Like, I'm a. Whoa. Okay, well, that's a problem. Like, yeah, there are so many cool systems. Like, why are. Where. Why are we not using, like, all the systems? Like, oh, like, never needed to. Now we do, and we can actually, like, really capitalize that and make it a lot more efficient and things like that. I mean, like, then, of course, marketing. Hey, like, we actually need marketing. We actually want people to come. Maybe back in the day, the competition wasn't that great. Right now it's a big, big competition, right? How are we gonna compete? Like, how are we gonna get in front of all these people, like, when we need it most? Like, oh, we go and check hands and talk to them. Oh, like, well, like, now, like, this might not be the right time to just go and check hands. It helps Covid.
- [40:34]
A
I mean, we can't do that no more. We can't. We can't go shake hands, man.
- [40:37]
B
So luckily for us, we have tools that we can actually implement and actually make money. Oh, but. But that's going to cost money. Yeah, of course it's going to cost money, but it's going to make us a lot more money. And that's, like, the mindset, like, some. Some business owners might be a little afraid of when it comes to. To marketing, right? Like, oh, well, like. Like you're telling me to do a. To use these tools. Some of the tools will cost money. And, like, you tell me to do advertisement, and this advertisement will cost money, but all that's really, like, just a little fraction when you actually look at the big picture. And that's the one thing you need. You need to look at the big picture.
- [41:14]
A
The big picture is the roas. The return on ad spend. And, you know, a lot of people and a lot of business owners, especially, you know, nowadays, I think, you know, what you're doing is remarkable. And the reason why is because you're helping, let's say, baby boomers. You're also helping people that are not knowledgeable with the technology that is out there right now to leverage and grow businesses, dude. And it's humongous. It's powerful, right? Especially since COVID man, it changed the.
- [41:43]
B
World, and it changed the world. And it was a. It was a beautiful opportunity because it was the only opportunity where I felt safe and comfortable to, like, get out of my comfort zone. Like, hey, like, I got to make money somehow. How am I going to do that?
- [41:58]
A
Like, so, okay, so break down and break down the day where you were like, bro, this is a game changer. Like, I got to do this full time. Like, it's happening. Like, I got to go all in.
- [42:11]
B
Of course. So 2020, it was a work in progress. I also had my wife, and she has two kids. And Miami is not cheap.
- [42:26]
A
It's not. It's expensive.
- [42:28]
B
And I'm just giving this idea a test run, but I'm still not making money.
- [42:35]
A
And how long were you in it? Where? Like, were you in it, like, two, three months and you weren't making money, or were you in it for, like, a month before making money?
- [42:44]
B
I want to say, like, six months went by and I wasn't still making enough money, dude, A lot of people.
- [42:48]
A
Would be like, man, I'm giving up on this. I'm gonna go get a 9 to 5.
- [42:51]
B
And it is a lot of pressure because, again, like, you have a family now. Like, like, how responsible or irresponsible am I now, exactly if it's on you if I don't take action, like, what? Like, But I trusted my system. I trusted my. My approach. I trusted the process. I mean, like, the process is not something that happens overnight, sadly. Like, like, I wish I actually had a magic wand, right, to just tap and, like, wow, okay, cool. Now we're all rich. But it takes time and it takes effort. And I put the effort. I fine tune things in between, like, even with a plan that you actually, like, need to also, like, like, on your feet and actually know, like, recognize if you actually need to tweak things to. To improve them. And so I did for this project and the project, within six months or so, it really started actually turning and making money and money and money and money and. And grow. And I'm like, okay, well, fantastic. This is exactly what I work for. So great.
- [44:00]
A
And was your customer, like, excited? Was he like, dude, what are you doing? I was like, what. What scam are you pulling, bro? Like, you know, people always scam.
- [44:10]
B
Well, at that point, became more of a very close relationship where, like, we actually became partners in the. In the business. Like, you know what? Like, be my CEO and, like, just run the business and, like, make the right decisions. And, like, like, I don't. I don't even want to think about decisions. You actually obviously, like, know what you're doing, so you go Ahead, take the right decisions. Let me know at the end of the month how the, like, what, what the numbers look like and we're all good.
- [44:41]
A
What a smart man. See that? See that? Emilio that his business partner. His business partner delegated operations to Humberto. And that's what an entrepreneur, when you develop yourself as a business owner, that's what you want to do.
- [44:56]
B
Exactly.
- [44:56]
A
You want to delegate, delegate, delegate. Right.
- [45:00]
B
I don't mean like, yeah, of course at first I took a lot of the burdens of like every, every piece of the puzzle. But on the same token, just as you're mentioning now, I actually had the opportunity to delegate further down and actually like systemize things and automate things. And now like, now like that I actually had a very like full picture of what I, what needed to happen and how we needed to make it happen. I could take that and actually replicate it. That's exactly what I decided to do at that point. You know what? Okay, this worked phenomenal in this one project, so let me actually replicate it again.
- [45:42]
A
So what was it that worked so well, I guess for that first business? Were you running ads to it? Did you build any custom funnels for it? Did you focus on SEO, which has to do with Google guys for any beginners that, you know, is just getting into marketing right now? SEO, you know, ranks your, your websites and if you're ranked number one on Google, when people are looking at, you know, boat charters in Miami, boom, you pop up and that's brings a lot of cash flow. So like, what was it that you were doing that was working so well for your guys company?
- [46:14]
B
Well, yeah, we, we optimize marketing. That was a very, very needed position to make. We try to identify where the leads were coming from. We try to better utilize Facebook pixels and anything that could actually give us additional data. We try to really define our hone into what the right advertisement should look like. And ultimately, when it came to the SEO, try to expand it a little more from the traditional search engine optimization to search everywhere optimization and really inject it everywhere. Try to inject it in like, not just Google, Instagram and Facebook, but injected in anything and everything that could actually like touch a possible lead. And the returns, the results were actually very significant because now we actually went from seeing a company that barely had $2,000 in its in the bank account to having almost half a million dollars within a year. Like, like. And of course, as you actually like fine tune it, like, it's, it's just money growing and money that's really being made. There were poor decisions being made before where like the company was not reinvested in itself and just assuming all the revenue was just profits, profits and like.
- [47:49]
A
Fastest way to go bankrupt.
- [47:51]
B
And that was a horrible, horrible leak in the pipeline. Ultimately we actually were able to fix it. Hey, like, you know what? Like this is actually company's money and this is how we are going to utilize it. And this is how we're gonna make now, not half a million, this is how we're gonna make 2 million and this is how we're gonna make XYZ like Factor. And. And it worked out very nice.
- [48:12]
A
I love that, man. So you, you kept reinvesting the profits back into the business to optimize your marketing and your fulfillment and absol. So, okay, so that happened in 2020. You got your first company, you flipped it around after about a year. So now we're going into the end of 2021, 2022. How many businesses have you helped thus far up to 2025 till right now.
- [48:37]
B
So in the same level, I want to say nine, of course. I mean it's not something that happens overnight.
- [48:47]
A
Of course.
- [48:49]
B
It'S a very, very well paid role. But I need to actually be present and I need to actually show myself and actually like be that COO that the company needs. So it's, it's demanding, it's long hours, like daily, like defining what the problems are and finding solutions. Like, I work nowadays, realistically with a multitude of businesses, not just in the hospitality, but way outside of hospitality. I work with law firms, I work with real estate, I work with wellness, I work with health. And the one thing you see in the same circle is what we've been saying like all along. All these people, they need leads that turn into money. And they actually can see the value of this one company out of all the companies that are out there, why this one is gonna actually give them the right solution and the right answer. They need to get where they want to be, whatever they want to do. If it's fitness, how is this gym gonna lose weight versus all these other guys? Or like wellness? I mean, like, how are these guys going to like make my Botox work better than these other guys that actually offer the same thing for half the price?
- [50:21]
A
Yeah, no, absolutely. Especially in Miami, dude. I mean, it's Botox central, but humberto. Quick question. So you've worked with different industries, different CEOs now, especially being a fractional CEO for these companies, inserting yourself. I love that concept, dude. I think it's a really great concept. So what would you say, okay, is a common trait that you have seen with winners that they have in common?
- [50:50]
B
I would say a common trait within everyone that turn into a winning case study. Being willing to actually learn, being willing to, to, to make changes, to, to not know it all and not, not be above the solutions. Like sometimes that you actually have solutions so simple right in front of your face, like, and sometimes I like a doctor will actually feel like so above that level.
- [51:30]
A
Like, oh, they don't want to handle.
- [51:31]
B
It, they don't want that. Exactly. And at that point, it doesn't matter what solution you present, you're not going to see a change. And the better outcomes I've had have been on the different levels of friction and different levels of challenges that I've seen. One of the more standard sets I've seen that actually have been a common winning token have been that I actually like willing to be open and implement changes. And.
- [52:07]
A
I love that it has to do with your core values then your core values of, you know, being able to adapt, have resilience. If something doesn't work, you adopt. And no, I agree, dude. Some of the best people that I know, they know how to adapt very fast. You know, success loves speed.
- [52:23]
B
Yep.
- [52:23]
A
So let me ask you brother, with that being said, what role does mindset play with what you do right now on your day to day, do you have like a routine to get yourself prepared? Do you think that, you know, there's something that entrepreneurs must do like on a weekly or daily basis to prepare their mindset? Because mindset's everything. Right. The premises of this podcast is the level up, but a lot of it is motivation, self help that to, to help people go ahead and go do and live that life by design. Right. So what would you say is something that you, you know, value in your life that you're like, you know what, this has worked for me, for my mindset that can help others.
- [53:06]
B
Of course. So for me, I mean at 4:30 I have a nice bath ready where. I know, I'm joking.
- [53:14]
A
I thought you were about to pull like an Andy Elliott, bro.
- [53:18]
B
No, no, no. For me, I mean I try to like have a somewhat of a routine. Yes. I find if I don't follow that routine, my day can actually go to.
- [53:29]
A
What's your routine?
- [53:32]
B
Fit a workout a day. Like try to fit it in the morning, try to fit it as early as I can in the morning just to get it out of the way. Like if I don't get it out of the Way early enough. My day is likely gonna get like, very congested, very complicated, and I'm not gonna get to it. And it really like gets my, my mind clear. It gets my mind running. So that's one part I actually like, try to do. I also try to do meditation. I heard so many people back in the day talking about meditation and never gave it enough respect or value. And I've learned over time. Like, I mean like, like, like your mind, your brain, your, Your well being, like it's just as important to train as it is like training your, your physique. Right. And I mean really like given, given yourself five minutes of mindfulness is very, very significant. It centers you. It actually like allows you to, to think better and, and answer better. Like, like, eliminate anger, eliminate stress. I mean, is everyday rainbows and butterflies? No, I mean, like, some days are very stressful. Like, we like in dealing with different industries, we deal with a lot of different challenges. Some challenges are easy to conquer and some challenges are just like ginormous. How do, like, how do we conquer it? How do we actually make a difference? And like, it all starts with us and how we, how we take care of ourselves. Like, sleep. I try to actually, like, sleep is huge. I never actually, like, perhaps from the hospitality and nightlife industry. I never understood how important it was. As I was going to bed usually at 7, 8am yeah. Thinking this was normal. Like, oh yeah, what's the difference? I know. It actually makes a difference.
- [55:20]
A
Huge.
- [55:20]
B
You want to rest, you want to actually feel energized. You want to wake up optimized. Like I try to, like, I try to ensure like my bed setting is solid. Like everything is actually like, good. I have a good like, nighttime routine, like take care of my skin. Like the past year alone, like, I've been working a lot with my, my wife into wellness and in that, I mean, like trying out different things. I read like therapy, high school bath. We have a setup at home for both. And it's actually very, very nice. It re. Energizes you as you actually go through it not to like, try to compare it to the meme. Right. Like, oh, I wake up and I prepare my water.
- [56:12]
A
All that ashen hole. Yeah. Yeah.
- [56:15]
B
But hey, to some degree that it really, it makes a difference for your, for the mindset you're going to carry the rest of the day.
- [56:24]
A
Absolutely. You feel good.
- [56:25]
B
You feel good. Exactly.
- [56:27]
A
Yeah.
- [56:27]
B
Yep.
- [56:28]
A
That's great, man. All right, last question I got for you. What does leveling up mean to you right now in this Season of your life, brother.
- [56:38]
B
I want to say to me, stay in hunger. I stay in hungry. I'm sorry. Staying hungry, staying motivated, always wanting to step it up. I think especially in this current environment, a technological environment where like so many cool changes are happening in the AI world. Like not not wanting to be involved, not not understanding the opportunities to actually be involved is a very, very big missed opportunity right now. Like I decided for instance, over the past year I've been working on getting a couple masters. I'm getting right now a master's in a artificial intelligence and digital marketing.
- [57:31]
A
Smart dude, getting smart.
- [57:33]
B
I'm getting a master's in global data. I'm receiving a doctorate in July on marketing and organizational leadership in California. I try to like say as relevant and involved anywhere I can. And like I try to stay hungry and I, it, it's, it takes a lot of time. Like not necessarily what I want to be doing right now, like just be going to school or something. Yeah, and not everyone needs to do that. I mean like you have a lot of resources and tools, like easy tools to actually access online on Google. Like, like you have 12 year old kids that probably do like 10 times what I can do in so many, in so many ways, like so easily. But a point to the story, like yeah, you do have all that information and all that like acts like easy access to opportunities out there if someone is not taking. It's really like a shame because like it's not, not hard to. Not like it's not 2002 where like you didn't have anything other than encyclopedias or something maybe like facts. If you actually like try to use altavista.com or something, maybe you could find something like eventually Google enter and. But yeah, that's, I think my, my main takeaway on that, on leveling up. I'm leveling up.
- [59:07]
A
I love that, brother. Good for you, dude. Like I, I respect anybody that goes back to school, gets their master's or their doctorates. And dudes, you got to stay up to type because the next five years for AI is going to be huge.
- [59:18]
B
Absolutely.
- [59:19]
A
It's going to be huge. So good for you, dude. All right, so for the audience right now that's watching Humberto, tell them right now in the camera where they can find you, drop your ig, handle your company's website so they can come ahead and actually do business with you if they want to do business with you. And if you guys feel motivated like I do, you guys want to go ahead and start your own charter. A Yacht charter man in Miami. I mean, this is the guy. This is the guy. He was able to do it during COVID and was able to blow it up. So you got to go pick his brain, man. And we got to talk more about the nightclub industry, bro, because I love that industry. It's. It's awesome. It's awesome. Humble beginnings. So where can people find you, brother?
- [59:56]
B
Well, my personal IG is HDC hub. I'm fairly accessible. There is a public. A public profile. I don't have it all that active. I'm usually a little. A little more on the busy side. That's. But I mean, that's my main handle and the company handle is a downtown consultant. Downtown as a dwn twn Downtown consultant.
- [60:24]
A
There you guys go. So you guys have access to downtown consulting. You also have access to Humberto Dominguez, guys. He was in a multi billion dollar nightclub industry with groups like Tao Group, the Wynn Group out in Vegas, now transitioning to Miami, over here doing his own business now with yacht charters and doing fractional COO work, guys. So if you guys need any consulting, this is the man you guys got to go to. Once again, guys, this is Paul Alex. The Level up podcast, the number two business podcast in the United States right now. Guys, make sure to leave us a review. Make sure to share this with a friend that needs some inspiration, guys, all right, and we'll catch you on the next one. Thanks for listening up to the Level all podcast. If you enjoyed today's episode, make sure to share with a family friend and everyone you know who's rated to level out. Leave a five star review on Spotify, Apple Podcasts and wherever you tune in. It really helps spreading the word. And don't forget to check out officialpaulalex.com for more episodes and resources to kickstart your journey. Let's level up together.