NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Andrew W. Maturana: Owner, RAPT & Co-Founder, Secret Summer

My NativeAdVice:


Andrew W. Maturana was born and raised in Manhattan and studied fine art, marketing and the culinary arts at multiple private institutions before pursuing an acting career with FORD Models and CESD Talent Management. Once his interest in the entertainment industry subsided, he embarked on his first ever business venture, RAPT, a bespoke New American catering and events company now located in the heart of Manhattan. Over the past five years, Andrew has vastly grown RAPT’s clientele, which now spans throughout the Greater New York area, Hamptons and the North Fork  of Long Island. RAPT provides farm-to-table, farm-to-bar and planning services year round. His clients include Saks 5th Avenue, Canada Goose, MTV, Helmut Lang, Paul Smith, GQ and William Sonoma to name just a few. Andrew co-founded and continues to co-produce the celebrated Farm-to-Bar Festival ‘Secret Summer’ with his partners Allison and Tyler. On Andrew’s free-time you can find him writing music and playing drums with Grammy-nominated song-writer Mark Wilkerson at their studio in Connecticut.

How did you get into the industry?

Being immersed in a very detail-oriented hospitality environment for several years inspired me to take on my own company. I saw this as a great way to employ my own ideas and developments and work as hard as I wanted to, on my own volition.

Any emerging industry trends?

What you’re starting to see now is a desire for very real experiences that run deep into their own causes and origins. Our ‘echo-boomer’ generation are an increasingly discerning demographic and can see right through the BS. As industry creatives, our ideas have to make perfect sense to our consumer base and have solid grounds to be taken seriously; aesthetic alone isn’t enough. Products and events that are merely designed to provoke are transient, therefore our businesses and new ventures need to satisfy the spirit of our teams and our audience in order to survive.

Any industry opportunities or challenges?

Both, in abundance. As a privately owned festival, we’re always seeking new ways to achieve our quarterly and long-term goals which brings along as many challenges as opportunities. But to be more specific, facebook ads and google analytics are amazing ways to get a handle on your lead generation tactics to better understand who your audience is and how to optimize your client awareness. We’ve taken full advantage of these platforms and have scaled from third-party sales to 100% direct sales in year 4. This was a huge accomplishment for Secret Summer and a testament to the power of these fairly new business tools.

Inspiration for the business idea, and your vision for the Business?

Secret Summer was inspired by a simple observation: “there’s nothing out there like Secret Summer”. My business partners and I were attending many events, conventions and expos at the time and shared the same sentiment when it came to how brands were activating and engaging with their consumers. It all felt really dull and ineffective, so we began work on our first ticketed event in 2015.

What's next for the Business in the near future?

At RAPT, we plan on taking our bespoke food, beverage and planning services internationally and grow our team into the go-to brand for elevated on-site activations. Pretty much what we already do for major production companies and brands in New York but on a global level. At Secret Summer, we will be increasing the frequency and variety of our pop-up activations in NYC and taking the Secret Summer brand into even more dynamic industry territory but we can’t give away those secrets just yet.

Your key initiatives for the success of the Business?

Every year we like to take on a major charity with stellar ratings. For instance, last year we invited Billion Oyster Project to be our official charity at our sustainable seafood event: Aquarius. We heavily support our local urban and state farms by sourcing from them year round. This brings a great positive energy to our day-to-day operations and team spirit.

I do think our marketing strategy to kick off the nation’s first and only farm-to-bar festival was a solid idea. Farm-to-Bar isn’t just about cocktails and mixology but represents a wholesome, fulfilling, quality-driven way of life that many can resonate with.

Your most difficult moment at the Business? (and what did you learn?)

I threw myself into entrepreneurship at a young age. Before I knew what it took to be a good business operator, we were already getting event requests from reputable brands and individuals in the New York area.                       

One realization has been understanding how vital a sound mind and body is. Your physical state directly affects your quality of work. Also, how to tactfully empower and motivate the people that work for you in order to facilitate their best performance possible. In my ongoing efforts to maximize productivity, those two things have been paramount.

Ideal experience for a customer/client?

To exceed the customer/clients expectations and give them something unexpected, forward-thinking and unique. We want them to experience the A-ha moment; the kind of reveal that resolves to pure reward.

How do you motivate others?

In my opinion and experience, the only way to lead is to empower and respect the people you work with. To do this well can feel quite instinctual, which it is, but there are some really cool, comprehensive ways to motivate others and harness their creativity. For example, allow that person to feel comfortable with you and explain to them what motivates you personally. This automatically opens a line of communication that’s rooted by honesty and transparency. In turn, one can better understand what excites and motivates that person, better allocate tasks and fortify healthier business relationships.

Career advice to those in your industry?

Think big, don’t be afraid to take risks (smart risks) and make 110% sure that whatever you’re working towards speaks to you as an individual and excites you deeply. The path to your success should be fun, educational and exhilarating. This can only happen when you enjoy what you do.