Meet Niki Farahmand | Creator, Lay of the Land

We had the good fortune of connecting with Niki Farahmand and we’ve shared our conversation below.

Hi Niki, we’d love to hear more about how you thought about starting your own business?
I’m an anxious extrovert. I want nothing more in this life than to explore new places and make connections with those around me. There’s always just been one problem: my crippling fear over looking like I don’t belong – at all times, in any environment, no matter the occasion. I found myself constantly worrying over the small things while visiting unfamiliar territory. What’s the parking situation? Will my name be called when my order is ready, or do I stand here and wait for it? Does that door lead to the restroom, or will I walk all the way there just to look awkward when finding out it’s for employees only? A therapist once told me, that’s called social anxiety.

To make matters more challenging, I’ve moved a handful of times in my adult life, so asking these questions five times over in brand new cities became a little frustrating. And while social anxiety can often feel isolating, I figured I can’t be alone in thinking these thoughts every time I visit somewhere new. So, a little bit after I moved to Cleveland I created Lay of the Land to answer all those questions and more about places across Northeast Ohio. What I didn’t know at the time was, what I first started as a hobby quickly turned into the potential for a full time job. One career change later, I now work with businesses to make social media content for people with “new place anxiety” by giving them a literal “lay of the land” of the space beforehand. On Lay of the Land, viewers will find all the small but important details unique to an establishment like parking, entrances, how to order, etc. They may all sound like minor details, but to those with anxiety, they can mean the world.

Alright, so let’s move onto what keeps you busy professionally?
I’m a producer at heart. I recently left a decade long career in television news. Leaving a job that’s felt familiar for ten years wasn’t easy, but luckily the skills translate into what I do now. I shoot, write, and edit my content, and understand how to include all the crucial bullet points while also storytelling. And I believe my page reflects that. Lay of the Land differs from some of the other content out there because it offers 90 second to two minute long videos jam packed with details. I used to think social media didn’t have the attention span for longer form content, but I’m glad I was so sorely mistaken.

I also work alongside the owner(s) or team members of a business to make sure the step-by-step of a visit I’m providing is as accurate as possible. Do you wait to be seated or seat yourself? Do you bus your own dishes or leave them on the table? I ask all the questions so that you don’t need to stress.

But I want the world to know that Lay of the Land isn’t just for the socially anxious. It’s for anyone looking for a few more details than a website or Yelp review covers. It’s for anyone who looks up menus or Google satellite images of parking beforehand. It’s all about knowing what to expect so that you can feel like you belong somewhere, and who doesn’t want to feel that?

I receive messages from those with visual impairments saying that explaining the layout of a location is helpful for them. I also receive messages from followers saying they look to my page when searching for a comfortable place to take their older parents for dinner. Just recently, a follower told me they choose first date spots from Lay of the Land’s page so they can eliminate the new place nerves…and just focus on the first date nerves instead. For these messages that I receive daily, I feel proud of what I do, and am forever thankful for the responses.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’ve been preparing my whole life (aka the last two years) for this question. I live in Ohio City, so a lot of my itinerary would be focused in and around there.

Eat & drink:
-Literary Tavern: just small and intimate enough to where you feel cozy and comfortable versus anxious about the proximity to the people next to you
-The vibes on the patio and upstairs at All Saints Public House can’t be beat
-Martha on the Fly: be sure to order a Potato Crispie
-Mason’s Creamery for ice cream in the summer, ramen in the winter, and Korean corndogs year round
-Bella Luna Bakery for empanadas and literally any bakery item you’re craving
-Funhouse in Lakewood has slushies and downstairs you’ll find a coffin you can get inside of. Need I say more?
-Doinks Burger Joint for smash burgers and kimchi mac salad
-Ready Set Coffee feels like home.

Play:
-Catch a band play at Happy Dog where you can also order a hot dog with any topping you can imagine, from nacho cheese to fruit loops
-If it’s warm out, see a concert at Jacobs Pavilion along the water
-Check Uncle Lulu’s Instagram page for a drag show
-Gordon Square is full of cute shops and stops
-Try the canopy walk and the 12 story tall Emergent Tower at Holden Arboretum
-Edgewater Park: don’t forget to take a picture at the Cleveland script sign with Lake Erie and the city as the backdrop
-West Side Market: this is a must
-Book a karaoke room at Galaxy KTV in Asia Town
-Paradise Galleria is your wildest imaginations come true
-Tabletop for food, drinks and boardgames
-If you’re one of those people who likes to work out on vacation, try booking private studio time at Out Fitness Collective

Who else deserves some credit and recognition?
The Land itself! I had never stepped foot in Ohio, let alone Cleveland before moving here in 2022. When I founded Lay of the Land in May of 2023, I viewed it as a productive and creative way to face my own social anxiety while also hopefully helping others with theirs. Not to mention, it was a great way to discover all the different places in the city (and state) and the passionate people behind them.

But shortly after posting my first video, it became so much more. The internet and social media can be overwhelming spaces. But I was immediately welcomed by an entire community. The comment I receive most often is, “I didn’t know others felt this way too until I found Lay of the Land.” The silly and small questions I asked when visiting new places were suddenly shared with others and nearly 60k followers later, Lay of the Land is now my small – not so silly – business. So shoutout to the Clevelanders who have followed, liked, commented, and shared my content over the past 19 months. You’ve made a socially anxious girl who’s always worried about looking like she belongs, feel as though she fits right in, here in The Land.

And he doesn’t live in Cleveland, but I also have to give a shoutout to my dad who checks on Lay of the Land daily – not just to watch my latest video, but to keep me updated on what people are commenting…as though I can’t read them myself. One time, he told me that he wished he had Lay of the Land when he first moved to the U.S. and was finding his way. Needless to say, that alone was enough to make me never want to stop this risky but rewarding journey.

Instagram: https://www.instagram.com/layof_theland/

Facebook: https://www.facebook.com/people/Lay-of-the-Land/100093617683474/

Youtube: https://www.youtube.com/@Layof_theLand

Other: TikTok: https://www.tiktok.com/@layof_theland?is_from_webapp=1&sender_device=pc