In the world of hospitality, the difference between a good event and a great one lies in the details. It’s the perfectly timed service, the smile that makes every guest feel special, and the seamless coordination behind the scenes.
And behind it all is SMS Group of Companies, the company dedicated to ensuring that every event runs flawlessly, elevating ordinary moments into extraordinary memories.
Gregory Aaron, EVP & Director of HospitalityAlthough a household name in the hospitality industry, the story of SMS Group of Companies began far from it. Originally providing security and janitorial staffing, the company faced a pivotal moment during the 2008 automotive downturn. With the auto industry suffering, its leadership turned its attention to a thriving sector: hospitality. What started as a single-client operation quickly blossomed into a full-fledged hospitality staffing agency.
“We never planned to be a hospitality staffing company,” says Kellie M. Shotwell, EVP and director of hospitality. “But when we saw an opportunity to serve an industry that values excellence, we knew we could do it better. And we’ve been doing that ever since.”
Today, the company focuses on quality staffing, not quantity, creating a team of professionals who understand the nuances of hospitality and the importance of personalized service.
Training with a Personal Touch
What truly sets SMS Group of Companies apart is its commitment to both clients and staff. The company doesn’t just recruit employees; it builds relationships. Each team member goes through a comprehensive orientation that sets the stage for success.
Gregory Aaron, EVP and director of hospitality, explains, “We take the time to get to know every employee personally. We want them to understand not only the job but also the level of care and attention we expect from them.”
From the first meeting to ongoing training, the SMS Group of Companies ensures that every employee not only meets the technical requirements of their role but also embodies the company’s core values: professionalism, attention to detail, and the importance of delivering exceptional customer service. The team is trained to handle high-pressure moments with poise, ensuring that the guest experience remains flawless at all times.
And it’s not just about the job—SMS Group of Companies supports its employees in real ways. Many workers, particularly those facing hardships, have received bus tickets, uniforms, and other resources to help them focus on doing their best work.
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We take the time to get to know every employee personally. We want them to understand not only the job but also the level of care and attention we expect from them.
“We invest in people, and they invest in us,” says Shotwell. “It’s not just about staffing; it’s about creating opportunities for people to grow.”
From Struggles to Success
SMS Group of Companies’ employees are not just workers—they are people with stories. Many have faced challenges that go beyond a simple lack of work experience. Some have come from shelters, others are single parents in need of flexible work schedules, and many are seeking a second chance. Through SMS Group of Companies’ training, guidance, and support, they have been given the opportunity to rebuild their lives.
One of its early success stories is a fine-dining server who, after gaining experience with SMS, was promoted to a management role at a banquet facility.
“I never would have gotten that position without SMS Group,” she says. “They gave me the experience and confidence I needed to succeed.”
These kinds of success stories are common at SMS Group of Companies. Employees who came to the company with little hope have gone on to secure stable positions, buy their first homes, and even start their own businesses. SMS Group of Companies gives them not just a job, but a chance to thrive.
At SMS Group of Companies, it’s not just about filling positions—it’s about creating seamless, memorable experiences for clients. That’s why Aaron and the rest of the leadership team are hands-on, regularly attending events to ensure that every detail is taken care of. His role extends beyond oversight; he ensures that employees are delivering the highest standard of service, with the personal touch that SMS Group is known for.
“We don’t just meet expectations; we exceed them,” says Aaron. “It’s about ensuring every guest feels special, and every event goes off without a hitch.”
Adapting to Change
The hospitality industry is constantly evolving, and SMS Group of Companies has evolved with it. After the pandemic, the industry faced unprecedented challenges. However, SMS Group of Companies quickly adapted, refining its recruitment, training, and retention strategies to meet the changing demands. While new agencies have entered the market, SMS Group of Companies stands apart by maintaining its personalized approach, ensuring that every team member is well-trained, reliable, and committed to delivering outstanding service.
In the face of these challenges, SMS Group of Companies has also become a leader in community engagement, working to connect employees with local resources and opportunities. As a minority-owned business with strong human rights certifications, SMS Group of Companies remains committed to fostering an inclusive and supportive work environment.
As Detroit’s hospitality scene continues to thrive, SMS Group of Companies is preparing for the next chapter. The company plans to expand its training programs, including certification options, to help employees advance into leadership roles. The aim is to create an internal pipeline of talent, ready to meet the rising demand for high-quality service in the city’s growing hospitality sector.
“We’re excited about the future,” says Shotwell. “Detroit is booming, and we’re right in the center of it all. There are so many opportunities, and we’re ready to take on the challenges and grow with the city.”
