Strategic Consulting

Hands-On Strategy for Hospitality, Events & Creative Brands

Strategic Consulting & Creative Direction — For Businesses Ready to Grow, Refine, or Reinvent

You’ve got a vision—a restaurant, a venue, a brand, or a business that’s full of heart. But turning that vision into something operational, scalable, and beautifully executed? That takes support, structure, and strategy.

At Second House, we offer hands-on consulting for creatives, entrepreneurs, hospitality teams, and founders building something that doesn’t come with a manual.

Whether you’re opening a new space, designing your guest experience, developing workflow systems, or ready to hand off that growing to-do list—we’re here to help. We blend creative strategy with practical tools to bring your business to life from the inside out.

What sets us apart?

We don’t just advise from the sidelines—we’ve built it ourselves. Our home base is The Maples Estate, an extended weekend wedding venue in upstate New York known for its elevated design, high-touch hospitality, and immersive multi-day celebrations.

As the owner, lead planner, and designer behind The Maples Estate, our founder Katie Hammon brings real-world experience in concept development, operational strategy, and guest-centered design. Her background includes producing hundreds of events, overseeing downtown revitalization initiatives, and supporting small business owners as the Executive Director of Troy’s Business Improvement District.

We’ve lived the challenges you’re facing—scaling from an idea into something sustainable, refining systems as you grow, and creating experiences that feel both intentional and unforgettable.

What We Do

From concept to customer, we support every phase of your buildout, launch, or evolution:

Business Plans & Concept Development

Restaurants, venues, retreats, and experiential businesses

Operational Systems & Workflow Strategy

Asana builds, CRM set-up, process design, SOPs, hiring plans

Project Management & Virtual Assistant Services

Done-for-you execution with real-time collaboration

Hospitality & Restaurant Consulting

Menu design, POS systems, steps of service, FOH/BOH operations, staffing, distributor coordination

Client Resources & Training Materials

Hiring guides, onboarding docs, HR systems

Brand & Marketing Strategy

Naming, positioning, visual branding, sales materials, social content planning

Space Design & Guest Experience

Layouts, signage, staging, and intentional design for how people move, gather, and connect

Website Design & SEO Foundations

Clean, conversion-friendly builds with clear storytelling and strong discoverability

The First Step

Let’s Get to Know Your Vision

Every business is different—which is why our process starts with a conversation. In your initial consultation, we’ll dive into your goals, explore what’s working (and what’s not), and talk through the areas where you’re craving clarity, structure, or support. From there, we’ll create a custom proposal tailored to your needs, scope, and timeline.

Initial consultations are $100 with no obligation to move forward—just honest, strategic insight and a space to explore what’s possible.

Meet Our Team

  • Founder

    Katie Hammon is the strategist, creative operator, and founder of Second House. With a background in large-scale event production, hospitality leadership, and downtown economic development, she brings a sharp eye for both big-picture vision and the behind-the-scenes systems that make it all work.

    As the former Executive Director of the Downtown Troy Business Improvement District, Katie produced hundreds of events, led cross-sector marketing initiatives, collaborated with city leadership on long-term revitalization efforts, and supported small business owners in building sustainable growth. She began her career in arts and venue management—working at The Palace Theatre and EMPAC at RPI—gaining hands-on experience in operations, artist services, and complex event logistics.

    Today, she channels that expertise into helping property owners, entrepreneurs, and creative founders transform raw ideas into thriving businesses. From business planning and systems development to guest experience design and branding, she partners with clients to launch, refine, and scale businesses  with clarity and purpose.

    Katie is also the co-owner of The Maples Estate, a successful weekend wedding venue in upstate New York, where she oversees business operations, sales, brand development, and planning for multi-day destination weddings. Her work is rooted in experience—built from the ground up—and focused on creating events, businesses and spaces that are as intentional.

  • 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.

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