Strategist, Creative Operator and Founder

Katie Hammon is the strategist, creative operator, and founder of Second House—a studio dedicated to helping entrepreneurs, property owners, and creative founders build businesses that feel intentional, aligned, and truly capable of thriving. Her expertise sits at the intersection of vision and execution: understanding where someone wants to go, and designing the systems, structure, and guest experience that make that vision sustainable.

Katie’s background spans large-scale event production, hospitality leadership, and downtown economic development. She began her career in arts and venue management at The Palace Theatre and EMPAC at RPI, gaining hands-on experience in operations, logistics, artist services, and the kind of behind-the-scenes orchestration that makes complex events feel effortless.

She later stepped into public leadership as the Executive Director of the Downtown Troy Business Improvement District, where she produced hundreds of events, led citywide marketing initiatives, collaborated on long-term revitalization strategies, and supported small businesses in navigating growth, identity, and operational clarity. That work shaped her ability to see both the ecosystem and the individual—to understand how a single business fits into a larger community and how thoughtful strategy can create lasting impact.

Today, Katie brings that depth of experience to her consulting work at Second House. She helps clients refine or build businesses from the ground up—guiding them through business planning, operational systems development, team structure, guest experience design, and brand identity. Whether someone is launching a new venue, reimagining a hospitality concept, or seeking clarity within a growing creative business, she offers a blend of strategic insight and practical tools that bring confidence, direction, and cohesion to their work.

Katie is also the co-owner of The Maples Estate, a successful extended-weekend wedding venue in upstate New York, where she oversees operations, sales, brand development, and planning for multi-day destination weddings. Her business knowledge is grounded in lived experience—shaped by building, running, and evolving ventures that center hospitality, creativity, and care.

Her consulting is rooted in the belief that great businesses aren’t just efficient—they’re meaningful. Katie partners with clients to build spaces, experiences, and systems that feel aligned, purposeful, and capable of growing with intention.

Hospitality Consultant

Lindsey Jackson is a hospitality professional, operations leader, and wedding coordinator at The Maples Estate. With more than a decade of experience in luxury hospitality, Lindsey has built her career managing high-end restaurants, curating unforgettable dining experiences, and leading service teams with precision and care.

She began her journey at The Ritz-Carlton, where she worked across four properties—including Buckhead, Boston, Amelia Island, and Charlotte—in roles ranging from food and beverage manager to restaurant event manager. She later served as Assistant General Manager at C. Ellet’s Steakhouse in Atlanta, overseeing staff training, day-to-day operations, wine and cocktail programs, and guest services at a James Beard Award–winning establishment. Her background also includes developing and implementing steps-of-service systems, overseeing back-of-house operations, and managing large-scale private events in both hotel and restaurant environments.

At The Maples Estate, Lindsey brings this wealth of experience to every wedding she supports—leading weekend operations, coordinating vendors, directing the flow of events, and ensuring every guest interaction reflects the warmth and polish she’s known for. Her approach is equal parts organized and intuitive, allowing couples to fully relax and revel in the moment.

Louis Apicello brings more than 15 years of strategic, operational, and project leadership experience to the consulting work at Second House. His unique background bridges project and facilities management, and venue operations, giving him the perspective and skills to help organizations clarify purpose, refine systems, and build intentional offerings that resonate with clients and communities.

Before moving into hospitality and events, Louis managed complex, multimillion-dollar programs for both federal agencies and private sector organizations. He led multidisciplinary teams across time zones and industries, guiding initiatives from contract negotiation and solution design through execution, go-live, and stabilization. Across every phase, Louis was responsible for resource planning, budget oversight, timeline coordination, stakeholder reporting, and cross-functional communication — the discipline and strategic thinking that drive long-term success.

In addition, Louis served as a property and facilities manager responsible for maintenance oversight, capital project coordination, contractor relationships, and operational continuity across more than 250 residential and commercial units. This breadth of experience honed his ability to diagnose and solve unique challenges.

At The Maples Estate, where he serves as co-owner and facilities manager, Louis is the steward of both property operations and guest experience. He oversees grounds, infrastructure, vendor support, and the many technical details that keep events running smoothly — all while maintaining a hospitality-focused perspective.

Within Second House’s business consulting work, Louis applies his experience to help clients overcome challenges and bring big picture ideas into reality.