By Staff
In a world where profit often takes precedence over purpose, Impact Hospitality offers a refreshing, powerful reimagination of what the hospitality industry can be. Co-authors Donte P. Johnson (DPJ) and Jason C. Bass (JCB) are more than industry leaders—they are cultural architects. Their approach goes beyond traditional hospitality by centering community, equity, and authentic leadership. Through their work at Hotel Revival and beyond, they’ve proven that businesses can thrive while fostering belonging, creating impact, and driving positive change. This conversation explores the inspiration behind their new book, the pivotal experiences that shaped their mission, and the vision they have for the future of purpose-driven hospitality.
What inspired you both to write this book, and why now?
DPJ:
From the beginning, we believed that one hotel embracing this philosophy could be meaningful—but if hundreds or even thousands embraced it, that could be transformative. This book is the latest in a series of platforms we’ve used to amplify our approach to hospitality. We’ve done interviews, podcasts, radio, blog posts, a white paper, and op-eds—all before this handbook. We’re committed to meeting the audience where they are and continuing to build momentum.
JCB:
The impact of our work created a story that needed to be told. We set out to do meaningful work, making intentional decisions daily, but you never truly know how those collective choices can influence lives—while also growing a business. This book validates that vision.
Can you share a pivotal moment at Hotel Revival that helped shape your philosophy around community engagement?
DPJ:
The week we launched our “Community Day” series during the pandemic stands out. When indoor dining shut down, we asked, “What happens to all the food?” Our suppliers said it would likely go to waste, so we told them to bring it to us—we’d find a home for it. That week, our team gave away over 1,600 meals. Seeing restaurant employees—people who had served us days earlier—waiting in line reminded us why this work mattered. We knew we had to keep going.
How do you define “Impact Hospitality,” and how does it differ from traditional models?
JCB:
Impact Hospitality is more than a philosophy—it’s a movement. It reimagines hospitality as a platform for purpose-driven leadership, community engagement, and social impact. At its core, it’s about serving not just guests, but entire communities, and building people-first businesses rooted in equity and belonging.
How do you intentionally weave authenticity and culture into your leadership?
JCB:
I’ve learned to hold ideas loosely and values tightly. Ideas should evolve with new information, but your values are what people come to trust. When you personalize your profession, your choices can align with both your metrics and your morals. Hospitality is, after all, a business of feelings.
What challenges did you face while prioritizing community and culture in a profit-driven industry?
DPJ:
One of the biggest challenges was recalibrating traditional business models to serve historically overlooked stakeholders. While there’s evidence that this approach adds brand value and boosts growth, not everyone buys into that vision from day one. It takes time, data, and commitment to shift the mindset.
How did collaborating with Ryan Rhodes (DJ Impulse) elevate the storytelling in this book?
JCB:
Ryan is a DJ who reads a room in real time, making creative decisions that shape an experience. That skill translated beautifully to visual storytelling. During the pandemic, as he honed his photography and videography skills, his trained eye captured moments only he could see—bringing depth and emotion to the narrative.
How has your work helped challenge systemic inequities in hospitality?
JCB:
By intentionally shifting who gets included, empowered, and celebrated within our business model, we’ve begun to address inequities that are baked into the system. Our hiring practices, vendor selections, and community engagement are all designed to disrupt the status quo and reimagine what leadership and access can look like in this industry.
What’s the first step entrepreneurs or business leaders can take to lead with purpose?
JCB:
First, understand that doing good business doesn’t require bad behavior. In fact, good behavior often leads to great business results. Be intentional—start with your vendors. Choose partners not just for price, but for how they align with your values and contribute to the community’s wellbeing.
How do you balance innovation, cultural authenticity, and operational excellence?
JCB:
Balance comes from understanding the tolerance for change among stakeholders. Innovation often stems from moments of cultural authenticity, but it only works when leaders foster a culture of acceptance, curiosity, and collaboration. When that’s in place, everyone can perform at their best—and anything becomes possible.
What role have partnerships played in your journey?
DPJ:
Partnerships are central to the success of Impact Hospitality. The most powerful outcomes came when we created intersection and space—bringing the right people into the room. With shared vision and trust, we often didn’t have to interfere much. The collaboration took on a life of its own.
What’s something unexpected you learned about yourself while writing this book?
DPJ:
I rediscovered my love for writing, though it doesn’t flow quite like it used to. In my twenties, an ex and I even thought about starting a publishing company. If we had to work with writers like this group, though, Aberrant Publishing would’ve folded fast!
Looking ahead, what’s your vision for the future of hospitality and community-centered business?
DPJ:
The legacy we hope to leave is one where hospitality leaders—”the people people”—demonstrate how community-embedded businesses can lift everyone. With its unique position, the industry can be a powerful force for good. When hospitality lives up to its full potential, it becomes transformative—not just for guests, but for the world.
