hospitality sales & marketing association international

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2013

90 AB | March-April 2013

Like most industries, hospitality took a hit during the economic downturn, but the Arizona travel industry started to recover in 2010 and pumped $18.3 billion in direct travel

spending into Arizona’s economy in 2011.Helping fuel that economic engine is the

Arizona chapter of the Hospitality Sales and Marketing Association International (HSMAI).

“HSMAI’s mission is to provide hotel professionals and their partners with the tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue,” says Joanne Winter, executive director of HSMAI Arizona. “HSMAI is committed to growing business for hotels and their

partners, and to be the industry’s leading advocate for intelligent, sustainable hotel revenue growth.”

HSMAI is not new to Arizona’s tourism scene. The Greater Phoenix Chapter was incorporated as a chapter in 1968

and merged with the Southern Arizona Chapter in 2005 to become the Arizona Chapter. The united force has worked well as the 250-member Arizona Chapter has grown to become the third-largest chapter in the U.S. and was honored in 2011 as International Chapter of the Year.

“Our chapter offers members a variety of benefits, including monthly education programs targeted specifically to the sales and marketing and revenue management professional, a variety of networking and fundraising events, leadership development training and community service volunteer opportunities,” Winter says. “The bottom line: We want HSMAI to provide our member companies with added and measurable value.”

That measurable value is exactly what HSMAI leaders say differentiates the nonprofit organization — whose core members are hotel sales and marketing professionals and their partners: CVBs, attractions, restaurants and suppliers to the industry — from other tourism-boosting organizations.

ReseRvationfoR successHSMAI helps hospitality industryfuel sales, inspire marketingand optimize revenue

HSMAI

Joanne Winter

By Michael Gossie

“We serve our members through a comprehensive online Knowledge Center and face-to-face and online educational programs and events,” says Bob Gilbert, CEO of HSMAI Americas. “Our HSMAI University produces between 30

and 40 webinars annually and administers four certification programs for industry professionals. We are the only nonprofit association dedicated to this educational mission with a hotel target audience.”

Like every other industry that is constantly evolving and growing, HSMAI has kept its finger on the pulse of the business to adapt and change with the economy and with the times.

“There is a lot of pressure to deliver increased member value for all not-for-profit associations,” says Fran Brasseux, executive vice president of HSMAI Americas. “HSMAI got out in front of that changing environment  nearly

two years ago and  held numerous stakeholder focus groups to review our member value proposition, and our industry relevance. We listened, we asked questions, and we acted. We reset our mission statement and redesigned our logo.  We wanted  to ensure it represented  not just who we are, but what we do.”

From those meetings came HSMAI’s mission statement: HSMAI is committed to helping hotels and their partners fuel sales, inspire marketing and optimize revenue.

“In line with the new mission, we laser focused our member e-newletter to increase its frequency and  focus its content on three key areas – sales, marketing and revenue management,” Brasseux says, “and late last year we also completed a complete makeover and redesign of our hsmai.org website and the HSMAI Foundation Knowledge Center. The work is not done – it is on-going, and the member feedback is excellent, with membership growth, higher program participation and new partners.”

Gilbert says the Arizona Chapter has been producing educational programs for its members for more than 40 years.

“We believe that chapters can produce programs that leverage the interdependence of all those in a market that depend on the inbound corporate, leisure and group traveler,” he says. “Chapters can focus on very specific needs

and emerging trends which will help the industry be better equipped to gain more market share and revenue. The hospitality business has been experiencing significant shifts in how hotel business in sourced and how consumers select destinations and hotels for all types of travel. HSMAI is committed to helping sales, marketing, and revenue management professionals stay abreast of the emerging changes and best practices that will enable their success.”

As HSMAI strengthens the knowledge base and performance of its members, the Arizona Chapter is also realizing that there is strength in numbers, joining forces with other industry groups to build on the state’s success in tourism.

“As a member of the Arizona Lodging and Tourism Association (ALTA) and the Arizona Event Industry Alliance (EIA), HSMAI has the opportunity to work with other state-wide meeting, tourism and hospitality industry associations in giving the industry more strength and unity,” Winter says. “Working together, we all make a difference and have a bigger voice.”

JOIN To join the Hospitality Sales and Marketing Association International, which is committed to growing business for hotels and their partners, visit hsmai.org

Bob Gilbert

Fran Brasseux

Arizona Chapter of HSMAI’s board of directors: (Top row, from left) Deliah Rose, Wild Horse Pass Hotel & Casino, Joanne Winter, HSMAI,

Charlotte Cluff, Enchantment Group, Lynne Wellish, CMP, CHSE, Triage Meetings & Events, Barry Nakano,

PacRim Marketing Group, Karen Davis, CTA, Mesa Convention Center, Richard Emmerling, Prescott Resort & Conference Cener/Grace Hospitality

Group. Bottom Row, from left: Lynn Casebere, Tonto Verde Golf &

Country Club, Penny Allphin, CHME, Hassayampa Inn Prescott, Lynn Flosi, Wild Horse Pass Hotel & Casino. Not pictured: Michelle Huebner, CMP,

Radisson Fort McDowell, Tiffany Nelson, TPC Scottsdale, Kim Pfeifer,

Pointe Hilton Resorts and Angela Prestinario, Stratum Laser Tag &

Event Headquarters. Photo taken by Lonny Regnier, Regnier Photography at Rawhide Western Town and Steakhouse.

92 AB | March-April 2013

HSMAI

Hard Rock Cafe PhoenixWhat you can expect: Sophistication infused with funk, the Hard Rock Cafe offers stellar service and rock star experiences. Day or night there is something to fit every mood and satisfy every impulse. Hard Rock Phoenix specializes in events everyone will be talking about.

What you can get: “Whether you have a group of 15 or 300, we serve it up with a dramatic flair, only reserved for rock royalty,” says Rochelle Barton, sales and marketing manager for Hard Rock Cafe Phoenix. “From breakfast, dinner, after hours or live music events, our staff will be on hand to anticipate and fill every need. Come party like a Rock Star.”Information: hardrock.com/phoenix

Hot Air Expeditions

Know youroptions

Arizona offers a variety of non-hotel alternatives for meetings, conferences, team-building eventsBy Michael Gossie

Whether you’re a professional event planner or an employee trying to organize a one-time event for

your company, you don’t have to focus all your energy on booking a hotel. Arizona offers a variety of non-hotel options for meetings, conferences, or off-site events and activities that may have never crossed your mind.

Imagine your company’s next meeting on a hot air balloon or a team-building event on a golf course. Members of the Arizona Chapter of the Hospitality Sales and Marketing Association International can help connect you to distinctive meeting locations that are within your reach and will create lasting memories. Here are some options:

What you can expect: Arizona is known for its beautiful weather, wide open spaces and The Sonoran Desert. When you see it from a hot air

balloon, you are experiencing it all.

What you can get: Whether it’s a team building meeting, a wedding in the air or

a corporate group, it’s an event that the passengers walk away from remembering for

a lifetime and many checking an item off their bucket list.

Information: HotAirExpeditions.com, TucsonAdventures.com,

MonumentValleyBalloonCompany.com

Mesa Convention Center & Mesa AmphitheatreWhat you can expect: Featuring 15 meeting rooms, and a 19,000 sq ft exhibit hall, the Mesa Convention Center offers the largest meeting space in the East Valley. The 5,000 capacity Mesa Amphitheatre is a fun, unique outdoor venue for events, festivals and concerts.

What you can get: Fifteen flexible meeting rooms, with 19,000 sq ft of meeting space and an additional 19,000 spare-foot exhibit hall; outdoor patio areas for weddings, receptions, banquets; 5,000 capacity Amphitheatre for concerts, festivals, teambuilding activities and more; and Hohokam Stadium and Dobson Ranch Golf Course can be booked with the Convention Center for off site events and activities..Information: mesaconventioncenter.com or mesaamp.com

Best Western Plus®Best Western® Best Western Premier®

A Hotel for Every Business Need.At every Best Western®, travelers will find people who care about their business needs. They will discover amenities to stay productive on the road, including free high-speed Internet*, breakfast available at all locations and in room coffee/tea. With more than 4,000 hotels worldwide**, finding the right hotel for business is now easier than ever.

*Some amenities not available at all locations. **Numbers are approximate and can fluctuate. Each Best Western® branded hotel is independently owned and operated. Best Western and the Best Western marks are service marks or registered service marks of Best Western International, Inc. ©2013 Best Western International, Inc. All rights reserved.

bestwestern.com | 1.800.WESTERN

94 AB | March-April 2013

HSMAIThe Clubhouse at Tonto VerdeWhat you can expect: With two distinctly different and challenging 18-hole golf courses, Tonto Verde is a desert gem with recognition for its charm and playability with views in every direction. Guests may recharge on its 18-hole natural grass putting course, a fun alternative team building event for golfers and non-golfers alike. Afterwards, joins your associates on one of it outdoor terraces and enjoy a cocktail or one of the chef’s nightly creations.

What you can get: From golf tournaments and half- or full-day executive meetings to wedding ceremonies, receptions, charity fundraisers and holiday celebrations, The Clubhouse at Tonto Verde is your ultimate destination, just minutes from North Scottsdale in the midst of a peaceful quiet that is unmatched anywhere in Arizona. The facility offers indoor and outdoor event space with customized programs to meet any taste or budget. Information: tontoverdeweddings.com

Rustler’s RoosteWhat you can expect: Looking for an “authentic” Arizona location

for your next roundup, look no further than Rustler’s Rooste.

Horney the Bull will meet you at the entrance of the mine shaft, a hostess

will greet you with a view of our saloon and the whole Valley, then on to the waterfall walkway over to the tin slide into the main dining room.

Live country western band every night sets the mood for the true

Arizona Cowboy Western evening.

What you can get: Only the Rooste can accommodate 30 to 1500

guests in a spectacular mountain-top setting. Whether you choose a scenic

outdoor patio, the spacious Crystal Barn (complete with a stage and

dance floor) or the novel Branding Iron Room, you will find the Rooste

offers a big helping of western hospitality and an eye for detail.

Information: rustlersrooste.com

The Venue Scottsdale What you can expect: “The Venue Scottsdale is one of those rare event venues that is so flexible that we can transform our facility into anything,” says David Twigger, director of sales and marketing. “The hospitality industry has grown to include so much more than just hotels and restaurants and we understand each facet.”

What you can get: The Venue Scottsdale can accommodate day meetings, with our built in stage and production or live entertainment. The facility can do team building activities, incredible food stations, formal dinners and The Venue’s retractable roof allows it to offer and indoor/outdoor atmosphere.Information: thevenuescottsdale.com

Aunt Chilada’sWhat you can expect: Nestled in the shadow of the Squaw Peak Mountain, Aunt Chilada’s is truly an historic landmark with a personality all its own. Constructed in the 1890’s from desert stone and railroad ties, the original building served as a supply depot and general store for the mercury miners passing through the dreamy draw. Today, it not only carries on that century old tradition of heartfelt Southwestern hospitality, but also dishes out the finest Mexican food this side of the border.

What you can get: The meeting and banquet facilities are as unique as her colorful past, accommodating up to 650. Inside, select from four distinctive settings including our hand carved fountain or stone fireplace or relax on one of our three patios which include Bocce ball and our famous Palapa bar. Whether it is a corporate meeting, or a group of friends, your guests will have the opportunity to enjoy the festive atmosphere and quality of service.Information: auntchiladas.com

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96 AB | January-February 2013

To create the perfect meal, preparation is key. The same might be said for creating the perfect employee in the hospitality industry.

“Though some things like a friendly smile and a well-

prepared meal will never change, the hospitality industry has gone through major changes in the last few years,” says David R. Landau, program chair for Hospitality and Restaurant Management at Le Cordon Bleu College in Culinary Arts in Scottsdale. “Guest expectations have changed. We are seeing more food knowledgeable and casual-minded guests. The industry has changed and hospitality education has changed along with it.”

Landau says today’s hospitality industry workers need to be comfortable with technology, from creating a profit and loss statement in Excel or creating a training program in PowerPoint to being familiar with point-of-sale cash registers. To prepare the next generation of hospitality industry leaders, the Arizona chapter of the Hospitality Sales and Marketing Association International (HSMAI) is partnering with colleges and universities to stress the importance of education and training for the future of the industry. HSMAI’s impact is already being fealt. Arizona State University, Northern Arizona University and Scottsdale Community College are all offering classes in hospitality sales.

“Our core curriculum focuses on a diverse range of topics in hospitality; guest services management, marketing, information systems, human resources, accounting, food production and beverage management, property management and industry law,” says Janelle Hoffman, professor in the Hospitality & Tourism Management Program at Scottsdale Community College.

Hoffman says changes in hospitality educations have been influenced by technological advancements, the evolution of customer relationship management programs, societal marketing approaches, sustainability issues and international growth.

“I stay current in my research area of hospitality group sales,” says Richard McNeill. a professor at the School of Hotel & Restaurant Management at Northern Arizona University. “Just this semester, I have integrated new research findings into my classes — for example, the rising power of third-party intermediaries and disruption on traditional selling methodologies. My sales classes involve B2B selling since group salespeople are involved with big-ticket items. It’s not unusual for a meeting or group to bring $300K revenue to a hotel.”

In addition to keeping a eye on the pulse of current

HSMAI

class actHSMAI partners with colleges anduniversities to prepare the nextgeneration of hospitality leaders

By Michael Gossie

98 AB | January-February 2013

HSMAI

trends like McNeill does, Hoffman says the changes in the hospitality industry that have had the biggest impact on education include:

• Every sector of the industry is reliant upon the efficient use of technology. Reservation systems, point of sale, property management and in-room technology are just a few areas in which the implementation and effective use of both custom and pre-designed software make a vital contribution to customer service, employee satisfaction and monetary success.

• Today, customer relationship management (CRM) programs that add value to the product and service are extremely beneficial to cultivating the life-time value of our patrons.

• Understanding how new approaches in areas of societal marketing and sustainability are trending in a response

to customer demands and how these efforts assist us in differentiating our products and services.

• The hospitality industry works in a global environment. In the last 10 years, new places have opened up to travel and development, providing new opportunities to international employment and community growth.

• The hospitality and tourism industry is one of the world’s largest employers.

“Many years ago, if you worked hard, you could work your way up in this industry, but times have changed,” Hoffman says. “Everyone is still working hard, but education has assisted in professionalizing the service industry. An individual’s education is something that can never be taken away and helps differentiate them in a competitive professional environment.”

Hoffman advises today’s aspiring

hospitality industry to try to understand how diverse the industry has become and identify their specific areas of interest. Also, it’s important for students to have real work experience in the area of customer service to balance the concepts and skills they will be exposed to in the education experience.

“Work experience is what employers are looking for,” says Lynne Wellish, an adjunct faculty member in the Hospitality College at Scottsdale Community College. “Find a mentor in the industry and start building a network of contacts. Meet other students in your classes and nurture your relationships.”

As hospitality education grows and is offered as a program of study by more schools, educators say the bar for the industry’s workforce will be raised.

“The hospitality profession will grow in respectability as more individuals see it as a career choice not just a job,” Landau says. “I also believe for those looking to enter the industry or for professionals who are already there, online education will provide the pacing and flexibility to meet the needs of these learners. At Le Cordon Bleu, we work closely with our advisory boards on the local and national level to identify what skills employers want our graduates to have. So it works both ways: the industry informs education and vice versa.”

Az Business magazine asked Arizona educators what advice they would give to hospitality industry employers who are looking to hire new workers.

Jessica Shipley, academic advisor in the School of Hotel and restaurant Management, Northern Arizona university: “Take chances on students. If employers took more risks in hiring someone who didn’t necessarily have a lot of experience, but the student showed the employer that they were outstanding in other

areas, they might be surprised by how well that student ended up being a good fit for their company.”

David r. Landau, program chair, Le Cordon Bleu College in Culinary Arts in Scottsdale: “Don’t wait for graduates to knock on your door. Go to the source; contact an accredited culinary and hospitality school. We have a career services office that exists for employers to reach our student and graduates. Put new hires at ease; help that recent graduate see how their entry-level position is

part of the overall mission. In order to be motivated to succeed, Gen Y and Millennial workers need to know how their job is important.”

Janelle Hoffman, hospitality program advisor, Scottsdale Community College: “Look to hire a hospitality student, someone who has already made a commitment to the industry. Also, take good care of your team members. Word of mouth in our industry is strong. Happy employees create happy customers.”

Richard McNeillLynne WellishJanelle HoffmanDavid R. Landau

LOOKING TO HIRE?

100 AB | January-February 2013

With more than 4,000 hotels in more than 100 countries and territories worldwide and a plan to add

another 120 new properties in North America, Phoenix-based Best Western International, Inc., is writing a story of success during the economic downturn.

The Great Recession, which started in December 2007, stomped through the world with ferocity, leaving in its trail an economic crisis so bad that companies across the globe are still trying to recover from it. Against all odds, Best Western has accomplished feats such as no layoffs in its workforce and no cuts in marketing dollars.

“Best Western recognized early that the Recession was inevitable and took a number of steps to tighten financial controls, including a hiring freeze and re-evaluating department budgets,” said David Kong, CEO at Best Western. “We were able to redirect savings to our marketing and advertising budgets to increase our spend in these areas. At the same time, most of our competitors were reducing their marketing spends. We believed that if we increased our marketing spend, it would increase consumer awareness of the brand and we could take market share from our competitors.”

One of the factors that helped contribute to Best Western’s success, and is also one of the company’s strengths, is its “diversity and uniqueness of the hotels under brand,” Kong said. That means the owners obtain the ability to run and

decorate their hotels as they see fit, but still meet Best Western’s standards. This celebrates the identity of each and every hotel while still embracing the high standard under the Best Western brand.

“In order to continue to be an industry leader, we have to continue to simplify daily operations through the use of technology and develop innovative strategies to stay at the top of the mind with consumers,” Kong said. “By providing Best Western hoteliers the best support and services in the industry, it allows them to focus on the most important element of the hotel industry – hospitality.”

Maintaining communication with its hoteliers is important, but Best Western understands that it is just as important as being able to communicate with guests and provide them with a clear perception of what they can expect at its hotels. Thus, the descriptor program was born.

Introduced in 2011, the program uses a three-tier system to classify all Best Western’s hotels based on their level of amenities. The tiers are Best Western, Best Western Plus, and Best Western Premier.

“Descriptors have been a game changer for Best Western,” Kong said. “They have allowed us to clearly and consistently communicate to guests the

level of amenities they can expect at each property, despite the diversity of hotels under the Best Western brand.”

Best Western continues to ride the wave of success with a plan to increase the percentage of new construction in North American projects from 35 percent in 2012 to more than 40 percent in 2013. It has more than 145 Best Western Premier hotels in 34 countries, growing rapidly in Asia, South America, the Middle East, and Commonwealth of Independent States, which is a regional organization of former Soviet Republics.

“To continue to keep the Best Western brand relevant to consumers, we must stay focused on innovation, simplifying operations and strategic development,” Kong concluded. “This kind of brand support allows our hoteliers to focus their efforts on providing memorable service and care to our guests. This strategy will guarantee a great stay for our guests and provide Best Western hoteliers with superior revenue and increased asset value.

HSMAI

no ReseRvationsBest Western beats the odds by successfully rebranding itself and growing business during economic downturn

By Huan vo

David Kong

“We believed that if we increasedour marketing spend, it would increaseconsumer awareness of the brand and we

could take market share from our competitors.”

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102 AB | January-February 2013

Az Business: What attracted you to the hospitality industry?Penny Allphin: I have been in the hospitality industry since I was 17 years of age, so I would have to say I grew up in the industry. There are never two days alike and there is never a dull moment – which keeps it exciting. AB: What has been your biggest challenge in the hospitality industry?PA: Right now it would be the economy; it has slowed down the group meetings and with Arizona being a destination and relies heavily on conventions, conferences and tourism – the industry has definitely felt the impact.

AB: What has been your most meaningful professional accomplishment?PA: There has been so many; right now I would say becoming the president of HSMAI, being the face and the voice for an industry that I am passionate about. AB: What is something about you that would surprise most people?PA: I enjoy doing home improvement projects, not afraid to play with tools. AB: How did you become involved in HSMAI Arizona? PA: It was totally by accident. I was attending a function for tourism and Dick Degnan, HSMAI International Hall of

Fame member, asked if I was attending the Chinese Auction — HSMAI’s biggest event of the year. I knew nothing about the event so he invited me and my colleague. I have been involved ever since. AB: What differentiates HSMAI from other tourism-related professional groups?PA: The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue. AB: What are your goals as president of HSMAI Arizona?PA: This year my theme is M.A.G.I.C. – “Making Another Great Industry Comeback.” We as sales and revenue professionals in Arizona need to be the best in the country, we need to put Arizona back on the map for meetings, conventions and conferences – we have slated amazing speakers and programs to educate and inspire to continue to sharpen our skills. AB: What kind of legacy do you hope to leave after your term as president of HSMAI Arizona?PA: Passionate. She lives and leads passionately.

HSMAI

witH penny allpHinPresident of the Arizona Chapter of HSMAI brings a wealth of experience to position

By Michael Gossie

A&&QQ

Penny Allphin, the national sales manager for the Hassayampa Inn in Prescott, is president of the Arizona Chapter of the Hospitality Sales and Marketing Association International (HSMAI). She brings a wealth of experience in the hospitality

industry — including positions with Wigwam Golf Resort & Spa, Carefree Resort & Villas, and Radisson Poco Diablo Resort — to her leadership role with HSMAI.

Az Business had the chance to talk with Allphin about her background and where she sees the hospitality industry growing in the future.

AB | January-February 2013 103

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104 AB | January-February 2013