European School of Economics

You should have a side gig. Tonxo Tours as a (paying) hobby

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Years ago, I read an article by the great psychiatrist (who in 1981, New York City Mayor Edward Koch appointed Director of psychiatric and prison health services of the New York City Health and Hospitals Corporation, the largest public general hospital system in the United States.*) Dr. Luis Rojas Marcos. At any rate, Rojas Marcos mentioned that in order to have a healthy, stable life you needed three equal pillars, briefly: a loving relationship, an enriching job, and a hobby that had nothing to do with the other two pillars.

Today I am going to focus on that third pillar, your hobby. In my case one of my hobbies is the tour company I set up years ago when I was trying to make ends meet in Spain. Fortunately, now I do have that enriching, enjoyable job, but I never stopped doing tours when I came to Spain. It is something I love doing: sharing my passion for the history, culture, food, etc. of Madrid.

As much as I love the countryside and the outdoors, I must confess I am a city boy. I have always been fascinated by the energy generated by cities. Some of my fondest memories are of walking around cities. Add to that the fact that I have been blessed to live in many different cities (Madrid, New York, London, Boston, Paris, Lausanne, Geneva, etc.) and you get a bit of a city geek.

Of course, it is quite different seeing a job from the outside to being on the inside. We all have an idea of what a certain job is like, only to realize that the day to day of that work is vastly different.

This is what happened to me during my first year as a tour guide. Yes, there is the excitement of meeting and working with different people every time and with sharing your passion for the city. The rest is very much like any old job. There is a lot of psychology and salesmanship involved in getting visitors on board with your tour. There is also a small percentage of customers that are not satisfied and nothing you do is going to make them change their minds.

As you do more and more tours the city shares more and more secrets. The night before a tour, you review the itinerary and your notes and books. Invariably, you learn something new that you can incorporate into the tour. It is a very enriching. I also enjoy questions and requests from the customers.

This Christmas break I had a chance to do a few tours. One with a French family group, another with my old university the European School of Economics where we combine a tour with orientation teambuilding activities, I also did a couple of Prado Museum tours, although big chunks of the museum where closed due to lack of staff due to Covid.

In conclusion, if you don’t already have one, you should find a hobby that you love, and if it leaves you some green, even better!!

ESE did a great Instagram video of the tour which you can see here:

*From his website https://luisrojasmarcos.com/biography/

European School of Economics

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The European School of Economics is a great little university. I had the privilege of teaching in their Madrid campus for two years from 2018 through 2020. Elio D’Anna, a visionary Italian founded the university with my kind of philosophy, that the student should actively own their learning process, which makes total sense, but it is not how most universities operate.

As I said, D’Anna is Italian, but the university is accredited in England, with campuses (campii?) in London, Milan, Rome, Florence, and Madrid. Students can rotate through the different cities during their studies.

Even more than the philosophy, I loved the small classes, which allowed me to tailor fit the program for my students. Most times, classes were small enough for us to meet at a local coffee shop. Outside of the sterile classroom walls, in a relaxed environment, students become more engaged and participative, and I would even wager better thinkers!

During my time there I taught all levels of Spanish. The students were actively interested in learning and inquisitive, they really engaged, which added to the immersion factor, meant that their Spanish really took off during their time in Madrid.

The school is really international, I had students from South Africa, Egypt, Botswana, all over Europe, Latin America, Japan, and of course local madrileños. The school has now moved to the quiet Retiro neighborhood, but when I taught there, it was in bustling Alonso Martinez Square!

For the beginning of my second year at ESE, I organized a tour/team building activity around Madrid. We organized different activities at the different stops of the tour. We all had a lot of fun and the students bonded and got to know each other!

Sure, a small university obviously has some drawbacks, but at the European School of Economics, the advantages far outweigh any other considerations, I loved my time there and would recommend it to anyone thinking of studying business in Europe!

Tonxo Tours first birthday!

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My homemade logo
Promoting electric scooter tours!
Working at the tourism trade show FITUR
The almost 300 year old oven at Botín
El Escorial
A Belgian family
I have done a wheelchair tour
Philip the IV (in the background!)
A group of French bakers!
The oldest restaurant in the world!!
A French group
A group in the Prado Museum (in the Jerónimos cloister)
Team building activities for groups
The European School of Economics group

As we sit in our quarantine, as I sit at home, Tonxo Tours has quietly turned one year old! So it is only befitting that I write a quick report on our first year of existence – Although it already existed informally and for many of my friends and friend’s friends who had gotten a tour from me.

My first memories of giving tours was as a teenager living in London, whenever friends or families of my dad’s work came to town I was often asked to take them to see the Changing of the Guard at Buckingham palace. At that time I also took a lot of tours of museums, palaces, etc., so obviously that must have left some valuable residues. In university I started showing Madrid and Spain to my friends who came to visit. One friend showed up with English Rock groups who we would take out during their visits. A friend once showed up with the Monaco Olympic Sailing Team for me to show them around a bit! Then, living in New York and Boston I continued showing people around those cities. With experience and learning, every tour became better and better. Fast forward a couple of decades and many tours of Madrid, Barcelona, Boston and New York later, and I finally made Tonxo Tours a reality. As they say: turn your hobby into your work and you will not have to work again.

This first year has been the expected mix of wins and frustrations. I must admit the wins and the rewards have far outweighed the frustrations. I was lucky to start off right away finding a couple of sources of business: a couple of Internet platforms and a local transport company whose customers ask for tours. I created a homemade website and logo with my trademark bow tie, and I was in business. In my first year I have shown Madrid to over 200 people. My most popular tour has been Old Madrid, I have shown the Prado Museum a few times, the Royal Palace, a handful of other museums, and I have also gone out of town to El Escorial, La Granja and Segovia. I developed a game to play when children come on the tour. I have used the same game adding activities as a university orientation team-building game which I did with my uni, the European School of Economics. I did a tour with a woman in a wheelchair (she had broken her foot doing the Camino de Santiago), I have done tours in minivans and buses with 50 people,  one customer with a chain of pastry shops in Belgium wanted to see the pastry shops in old Madrid, that was fun-and tasty! I have done tours in Spanish, English and French, and I have even done a couple of tours in Italian, which, with only one semester of training, was tough (see the video below for proof). The experience has been so much fun and so rewarding!

Unfortunately due to the Covid-19 I have had to cancel a handful of tours I had booked.

And I have learnt. What a learning curve! Like many things, being a tour guide involves psychology, salesmanship and, of course, knowing your stuff. I cannot wait for many more tours and many more years!

Please spread the word! My favorite and best marketing tool is word of mouth!!

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