This event is the first in a series of events that is dedicated to exploring current
issues in the Hospitality and Tourism Industry. As one of the most prevalent tourism
locations, California is home to world class hotels, restaurants, cruise operators,
tourism companies, and tech startups participating in a thriving global industry.
The main objective of this event series is to establish a forum that builds a bridge
between various segments in the hospitality and tourism industry and Cal Lutheran’s
School of Management by discussing relevant topics and using participants’ extensive
knowledge and experience. A panel of experts will discuss developments in the industry’s
macro-environment and how they are addressed by companies and executives.
We hope you will bring your expertise and join the discussion.
Executive Director, California Restaurant Association Foundation (CRAF)
Alycia Harshfield is Executive Director of the California Restaurant Association Foundation (CRAF), the
philanthropic arm of the statewide advocacy group working on behalf of the Golden
State’s 90,000 restaurant locations. In her time with the Foundation, Alycia has established
several successful new programs, including Force in Training (FIT™), which focus on job readiness training for youth and Restaurants Care, an emergency
assistance fund for restaurant workers facing unforeseen hardship.
With an extensive background in nonprofit administration and a passion for charitable
fundraising, Alycia joined the organization in 2009. In 2016, Alycia led the evolution
of the organization to support educational initiatives, as well as the state’s foodservice
A longtime member of the Association of Fundraising Professionals, she also is active
with the Council of Hotel and Restaurant Trainers. A native of Sacramento, Calif., Alycia studied
Communication at Cal Lutheran and now lives in Carlsbad with her husband and two beloved
President and Chief Executive Officer, Urbane Café
Mr. Holt is the founder, CEO, and Chief Believer of Urbane Cafe. He graduated from California
Lutheran University with departmental honors in Kinesiology, with an emphasis in physical
After college, Tom opened a Juice Bar in Camarillo, CA called “Juice Stop”. Tom continued
to open three more successful locations and developed one of the first Mobil juice
trailers. In 2002, he sold all his juice bars to Robeck’s Juice, and decided to open
his own restaurant concept. He saw the need for healthy and delicious sandwiches and
salads centered around fresh baked bread. Urbane Cafe was born in September of 2003
in Tom’s home town of Ventura. In the summer of 2017, Urbane Café received an investment
from Panda Restaurant Group to help with the growing expansion.
Tom enjoys time with his family, running, triathlons, skiing, and is passionate about
supporting charities, such as Boys and Girls Club and Project Understanding. He is
currently on the State Board of the California Restaurant Association and is an active
member of Young Professional Organization.
Rudi Schreiner was born in Vienna. When he traveled to the Amazon in 1974, he designed his first
ship, using what he could find to build a raft that would take him down the river
during the next 5 months. Soon thereafter he started working in travel.
After years of success in the industry, Rudi decided to start his own venture. That’s
when he teamed up with Kristin Karst and Jimmy Murphy to start AmaWaterways.
Now, just 15 years later, AmaWaterways is an award-winning cruise line whose fleet
will number 22 ships in 2019. Rudi was recognized by travel agents nationwide as
the “Most Innovative River Cruise Executive” the last few years. In June 2016, the
Cruise Lines International Association (CLIA) inducted Rudi into its Hall of Fame,
presenting him with the prestigious "Lifetime Achievement Award." Informally dubbed
the "Godfather of River Cruising" by many within the industry, Rudi has spent decades
helping elevate river cruising to its current position as one of the most popular
segments of the global tourism industry.
WHO IS ATTENDING?
Hospitality and tourism executives, academic professionals and aspiring future industry
WHY SHOULD I ATTEND?
Be a part of the discussion on current issues facing the Hospitality and Tourism Industry
and network with industry leaders.
WHEN IS IT?
Wednesday, October 4, 2017 6:00 p.m. - 8:00 p.m.
WHERE IS IT?
Lundring Events Center at California Lutheran University 130 Overton Court, Thousand Oaks, CA CalLutheran.edu/map