What we do

experience matters, especially in times of crisis as with the new business environment from COvid-19. achieving financial stability requires fresh thinking, cost-effective strategies and intelligent execution. brenda fields has helped clients successfully relaunch after 9-11 and after three financial downturns, she understands that a customized and well-founded plan is the difference between success and failure.

Marketing

From establishing the best strategy to creating an in-depth Marketing Plan, we can help you cost effectively impact business. The expert coordination and alignment of branding and online digital strategy as well as reputation management initiatives drive business. For new projects, we are experienced in providing a detailed analysis for a Market Study including identifying and understanding the proposed positioning, competitive set, and economic conditions. For mature properties, we will provide fresh eyes to invigorate sales. For all properties, we can develop a well-honed brand identity, with logos, templates, and guidelines.

direct sales

Having previously created successful sales departments, ranging in size from 3 to 35, brenda will conduct an audit of the existing department and advise on structure, goals, and Sales Action Plans to produce the desired results. Growing existing business and prospecting for new, as well need-period business, is key. Excellent sales habits and expert administration lead to better results. Incentive Plan development and Training are part of our portfolio as well.

public relations

As an addendum to the marketing effort, we have successfully garnered press and media relationships in key markets. We will solicit press in targeted markets; provide strategy and oversight of existing agencies; organize press/media events; and provide press materials, including the creation of images for press/media outreach.

financials

We believe that zero-based budgeting is the basis for success in both the short term and long term. A micro approach fosters smarter decision making. We can produce a detailed budget broken down on a daily basis by rooms sold per segment, average rates per segment and revenues for rooms, catering, and food and beverage as well as monthly expense budgets. Well thought-out planning and the creation of meaningful data lead to greater success. The understanding of what data is important to create when installing a property management system, is critical for the best analysis of current and future business.

revenue management

Depending on the size and type of property as well as unique market conditions, this area has numerous possible approaches. It’s not only about rate. An analysis will lead to the best scenario for your property, i.e. manage manually or identify and purchase the best system for your needs. Customizing this area is critical to success. This encompasses development of market mix; rate strategies and policies; reputation management systems and procedures; off-peak demand strategies; as well as an in-depth analysis of distribution channels resulting in the best ROI.