Strategic Planning

Business Plans

Brand Management

Marketing Communications

Market Research

Market Development

Joseph A. Sobin, CTC/CTIE/M. URP Principal ,Concierge Services and Consulting

Concierge Services and Consulting:

Hospitality, Tourism and Resort Development

Where No Request Is Unrealizable

ABOUT: Joseph Sobin CTC/CTIE, principal of Concierge Services and Consulting has

the insight and experience needed to assist in meeting your goals and objectives for

your company. In the ever-changing zeitgeist of Hospitality, Tourism and Resort Devel-

opment, Joseph and his associates understand bigger is not always better. Their

“boutique” business approach reflects this. Over 50% of client inquiries are referred to

others for whom Joseph believes would provide better services for the client’s goals.

Selectivity is not elitist, it is being true to one’s capabilities.

The aspirations of an owner, operator, CEO and stakeholder are truly individual. Yet

with appropriate planning, implementation and monitoring, goals and objectives can

be met and usually exceeded to our client’s satisfaction. Our mantra is “We exceed

your expectations, anything less and we have not realized our fullest potential.”

About Joseph Sobin: With Dual Masters Degree’s in Urban and Regional Planning with an emphasis in Resort Planning Development and Strategic Marketing for the Hospital-

ity and Tourism Industry, Certified Travel Counselor and Destination Specialist Designa-

tions coupled with 15 plus years in travel, tourism, hospitality and real estate marketing

consultancy, Joseph and his team deliver tangible, practical results for their clients.

Their work is on-time, compelling, and professional. Joseph also holds real estate bro-

kerage licenses in the states of Colorado and New York.

Joseph writes a Travel Industry Column for Examiner.com and is a frequent guest lec-

turer concerning Marketing and Public Relations at New York University’s Tisch School

of Hospitality, Tourism and Sports Management

Joseph and his associates specialize in the deluxe, luxury and green market niche util-

izing an extensive network of travel, tourism, hospitality and real estate professionals

worldwide.

What can Concierge Services and Consulting do for you?

STRATEGIC PLANNING: From initial concept to final execution, the process can be a

long and arduous. Strategic Planning is considered the foundation of all that is to come.

While each client’s wishes are unique, we believe the process should include at minimum

the following: Mission, Objective, Situational Analysis, Strategy Formation, Implementation

and Control. Yet we also understand such a model may require various tweaks and revi-

sions in today’s rapidly changing competitive marketplace.

Who/What Do We Admire: Sony Corporation

Why: Many of us own an

Ipod/MP3 Player and a DVD

player. While the technology

advancements are astound-

ing, we look back in history

as a foundation.

The Sony Walkman was the

first true portable audio op-

tion. The Betamax was the

technological breakthrough

concerning the recording

and playback of video in

one’s home.

BUSINESS PLANNING: Whether from scratch or from a

template, the business plan is in one simple word “Guidance”.

We believe the Business Plan is not a static document; instead

it is a Process, ever evolving. The Process is a system that is

continuous, systematic and comprehensive. It involves the

entire entity, produces effective decision making and exe-

cutes those decisions in a Strategic Plan.

We believe a good Business Plan also measures the quantifi-

able relationship between Expectations and Performance- it evaluates your Company’s

progress or lack thereof. A Business Plan’s goal is to create the future for your company-

being proactive versus reactive in relationship to your market niche.

Who/What Do We Admire: The SWOT Analysis

Why: A most simplistic and yet elegant approach to business planning. We actually be-

lieve the SWOT Analysis is an integral foundation of the business plan and a cost-effective

option when embarking on the business planning process.

BRAND MANAGEMENT: Is the development of a promise, making that promise and

maintaining it. It means defining, positioning and

delivering the brand. Brand management which

can encompass many processes is to “create

and sustain”. A strong brand differentiates your

product from the competitors and related

branding makes customers committed to your

business.

Who/What Do We Admire: Four Seasons

Why: What developed from a low-end motel in

Toronto has become the worldwide descriptor

for service, luxury and location within the hospitality industry. Regardless of the physical struc-

ture, The Four Seasons moniker exudes recognition as the international leader concerning

luxury transient accommodations from urban centers to remote resorts and options between

these two extremes all while adhering to the principals demanded by the founder.

MARKETING COMMUNICATIONS: Within Hospitality, Tourism and Resorts Develop-

ment the requirement to develop strategies to im-

prove brand image and brand awareness is

acute. The important aspect of spreading brand

awareness and brand image is through communi-

cation. Companies must establish a communica-

tion channel to attract the new client yet also to

retain existing clients which in this day and age

due to the democratization of communications

may be your finest proponent and advocate.

This communication is not restricted just to your cli-

ents but also stakeholders in your network from the

regional airport to the publication on the other

side of the world. Communication is achieved through advertisement, sales promotion, pub-

lic relations, direct and interactive marketing. Yet, monitoring, analysis and strategic involve-

ment are paramount when implementing a marketing communications plan.

Who/What Do We Admire: Edelman Worldwide

Why: Edelman continues to retain its stature as the largest independently owned Public Rela-

tions firm worldwide. We admire their tenacity in an industry which is hyper-competitive with

a take no prisoners approach to competition. We admire Edelman for their involvement with

smaller regional firms as well as their ability to straddle the fine-line between old and new

media and be successful on both sides of this fine line which continues to smear.

MARKET RESEARCH: is essential for strategic market planning and decision making. It helps an entity in identifying what are the market opportunities and constraints, in develop-

ing and implementing market strategies, and in

evaluating the effectiveness of marketing plans.

Who/What Do We Admire: Apple

Why: They are risk-takers and they do not solely rely

on market research. While we are enamored by the

success of the Ipod, we forget the foundation for the

implementation of truly personal portable audio was

introduced by the Sony Walkman. We also gloss over

many failures of Apple including the Newton (the first

hand-held PDA) and The Lisa.

However, from mistakes and missteps come success.

If Apple solely relied on market research, they would

most likely be out of business. Why? Because within Apple’s corporate DNA is a futurist; de-

veloping products we did not know we needed i.e. The Apple Iphone.

Market Research can advise and provide a course for future activities yet it cannot neces-

sarily tell us what the client desires if they do not know themselves.

BRAND MANAGEMENT: This proc-ess is effective for developing all types

of business, and delivers business

growth via new products or services to

existing customers, existing products or

services to new clients or new products

or services to new customers.

Who/What Do We Admire: Starwood Aloft Brands

Why: While most hoteliers provide segmented branding

based in rack rates, Starwood moved towards instinct.

Acknowledging rack rates disparity between brands in

the middle-market was dissolving, Starwood decided

to pursue branding based on lifestyle. Once the do-

main of boutique entities i.e. Ian Schrager, Mondrian

and others, Starwood brought the concepts of cool,

hip, stylish and in-demand from the city-center to Main

Street via their Aloft Brand. Now one can enjoy the

Aloft lifestyle in the suburban plains just south of Denver

International Airport.

-CASE STUDIES-

As a wise sage once advised concerning his stock broker “Past

performance is not indicative of future returns”. We could not

agree more. However we do believe experience, knowledge

and dedication are attributes one should demand in their

choice of a marketing consultant.

Following is a sampling of “case-studies” in which Joseph Sobin

was a principal contact and decision-maker.

Each client and their challenges was truly unique. For some,

their desired return on investment would have to be immediate,

for others the legacy of their planning, execution and longevity

was paramount.

DUTCHESS COUNTY, NEW YORK: This bucolic hamlet north of New York City

realized its market share of vacationers was

shrinking. Past generations visited Dutchess

County to escape the congestion of New

York City. In Fall the “leaf peepers” come by

the bus-load. Yet their average vacation cli-

ent was entering their twilight years and the

next generation of vacationers were heading

to points east along the ocean and bay wa-

terfronts.

Desire: A marketing plan to attract the next

generation of vacationers.

Solution: An actionable marketing plan which

included the following:

Active Lifestyle: Rebranding as an outdoor lifestyle destination from mountain biking along

historical railroad tracks to water sports on the Hudson River.

Culture: Dia:Beacon, an adaptive reuse of a former industrial building now housing a collec-

tion of monumental art installations and shows highlighting post WWII contemporary art.

Culinary: As the home of the Culinary Institute of America, beyond gourmand dining, one of

the birthplaces of the farm-to-table movement.

Access: With easy access via commuter rail, a car is not needed. The vast majority of New

York City residents do not own a car and rentals can be cost prohibitive.

PR: A proactive PR strategy targeting regional and local publications down to the neighbor-

hood level with tailor-made pitches corresponding to specific demographic groups includ-

ing families with young children, the GLBT Community and others.

SOUTH AMERICAN DESTINATION: The client, a South American county al-

ready provides all the infrastructure to capture the ever increasing tourism trade. Airports

and service providers are on par with their 1st World competitors. Airlift is excellent with

feeder routes and airline alliances. Ground operators are professional; vetted by the na-

tional tourism office and visas are not required for leisure travel.

Desire: The Government Tourism Office wished to advance their

recognition in the marketplace and diversify their visitor demo-

graphic beyond the “Adventure Traveler”.

Solution: A two-prong approach to capture a mature, affluent and

luxury-oriented demographic.

Travel Agent Event: Cocktail and dinner events for travel agents

were held in cities with non--stop air-lift . During cocktails and post-

dessert, a South American Marketplace was offered with receptive

operators as the merchants. Small keepsakes were provided as well

as the opportunity to converse and network.

Client-Direct Event: The country sponsored a cocktail party for collectors at the annual

Latin American Art Auction, attracting an affluent and highly educated international au-

dience at a well-respected auction house.

As guests viewed the art and artifacts on display for the upcoming auction, information

was provided concerning the destination and the opportunity to visit the origin of many

of the artworks on display.

TRIUMPH MOUNTAIN PROPERTIES (aka Peak), VAIL CO: The largest single-mountain ski resort on the continent, Vail caters to an affluent clientele attracted to the

region and the apres ski options including culture, spa and dining.

Our client, Peak Properties is the dominant property management and rental operation

concerning luxury mountainside and in-town chalets within Vail and neighboring Beaver

Creek.

Desire: To attract deluxe clients from the United King-

dom and Continental Europe. In general clients from

Europe and the UK spend an average 13 nights in the

Vail Valley versus 4.5 nights for the visitor from North

America.

Solution: With our PR contacts, we implemented out-

reach to The International Herald Tribute and influen-

cers (local specialty sport and department stores, tour

operators, luxury travel agents i.e. Select Travel of

Stockholm with offices in Helsinki, Copenhagen, Oslo

and London) on the Continent advising of the non-

stop service from London and Frankfurt to Denver with

connections to Eagle County, CO. .

MAHARASHTA (TOURISM) INDIA: The Maharashta State of India as a destina-

tion is eclipsed by its urban capital, Mumbai (formally Bombay). As with many clients, The

State of Maharashta desired to increase inbound tourism from the United States, considered

an affluent generator of tourism capital coupled with a planned increase of air-lift between

the two countries.

Issue: Well known

for its major urban

destination, Mum-

bai (formally Bom-

bay), client wished

to attract attention

to the many other tourism opportuni-

ties within the State.

Solution: FAM Opportunity with travel writers and bloggers on the Deecan Odyssey, the

“Blue Train” of India. Coordinated with Air India to obtain attractively priced business-class

air tickets for participants. Bloggers communicated directly from the train and tourism sites.

Press mentions in various publications spanning a diverse demographic from the young ad-

venture-oriented traveler to the mature leisure and culture client desiring the finest in Indian

hospitality and service were the result as well as a continued uptick in positive media expo-

sure as measured by column inches.

THE SOCIETY (LUXURYREALESTATE.COM): Developed as a marketing plat-

form for vacation villas, chalets and homes, the niche entity provided access to pre-vetted

and professionally managed vacation rental inventory. At its pinnacle The Society offered

marketing support for thousands of luxury and deluxe vacation rentals worldwide prior to

the development of the more generic owner-centric sites including VRBO, Flip-Key and

HomeAway. Recently, The Society was acquired by LuxuryRealEstate.com.

Issue: Due to limited start-up capital, the marketing and PR budget necessitated an orienta-

tion to social media and Internet.

Solution: A major Internet presence using SEO and

Organic Key-Word Searches. While database man-

agement was outsourced, Concierge Services and

Consulting provided copy-writing, monitoring and PR

services for the main Society website including blogs,

descriptions, reviews, tips for travelers, education

concerning the vacation rental process and moni-

toring.

In addition, debut at The Luxury Travel Expo in Las

Vegas coupled with a direct e-mail campaign to targeted travel agents with an affluent

client-base. Concierge Services developed a dedicated travel agent portal and liaison,

FAM opportunities and continued direct communication.

BREAKTHROUGH TRAVEL: The consolidator airline ticket industry literally operates in the shadows. Developed to provide competitively priced 1st and Business Class airline

tickets via the travel agent community, most entities have operated via “Word of Mouth”

and limited advertising in trade publications.

Issue: Breakthrough Travel, a subsidiary of an

existing consolidator wished to increase mar-

ket share by attracting the next generation of

travel agents, many “home-based” and Inter-

net savvy.

Solution: Concierge Services conceived and

created a website and associated branding

reminiscent of the golden age of travel when

Caesar salads were tossed in the aisle and ser-

vice was presented with a smile. Flying ,dare

we say, was an enjoyable experience. Graph-

ics and text font evoke the era of flying as a

luxury experience beyond traveling from Point

A to B.

In addition Concierge Services and Consulting implemented, provided content and moni-

toring of social media sites for Breakthough Travel including blog posts, tweets and varied

business pages to attract the next generation of luxury travelers to experience service in

front of the curtain.

CARIBBEAN ISLAND DESTINATION: With heavy airlift and density along the North-

east corridor the islands of the Caribbean, while each is unique are in mortal combat for

the leisure vacation spend. With the exception of Puerto Rico and the United States Virgin

Islands, the islands all require passport for entry. Thus, the desire to cater to a more affluent

and educated audience.

Issue: Competition from neighboring islands, many which have developed earlier with lar-

ger inventory of rooms, vacation rentals and

non-stop air. In addition the destination is

one of the furthest Caribbean islands from

the continental United States.

Solution: Sponsorship of traffic reports in AM

radio. In the New York Metropolitan area

there are three AM stations including

Bloomberg Radio which provide traffic re-

ports every 10 minutes. We desired to pene-

trate this market on days of inclement

weather and delays as the traffic reports of-

fer a captive and more affluent audience.

“The latest traffic report was sponsored by

________, where at the present time is it 84

degrees and sunny. The only moisture in the

SOCIAL MEDIA: When I lecture to our next generation of marketing/PR professionals I open each lecture

with the following: “How many of you were on Facebook today?” 85% respond in the af-

firmative. My next questions, “How many of you were on MySpace today?” Not one hand is

raised and my response, “MySpace was The Facebook of a decade ago”.

Social Media is an ever changing landscape. While it is important for an entity to have a

social media presence, it is not the “Like” status or “Fans”, social media must engage your

client and build a trusting relationship and offer an opportunity to communicate.

In the deluxe and luxury marketplace, Social Media should be considered an adjunct to

any integrated marketing and public relations campaign. While the deluxe and luxury sec-

tors have been “back-benchers” concerning social media, the finest and most creative

have used social media as an extension of their branding and reputation.

A few luxury and deluxe brands we feel have hit the mark with social media include:

Louis Vuitton: Using their web presence as a “display case” for their

brand. The site does NOT discount or provide specials. The display,

their product line sans embellishment is provided to entice, intrigue,

reinforce the brand and the desire to obtain via their boutiques and

selective retail outlets.

Calvin Klein: Using flash media to extend their “luxury lifestyle”

image. The visually appealing advertisements sell us aspiration

to this world of perfect bodies, clothing from undergarments to

outerwear all in a clean, uncluttered presence, luxury distilled to

its core elements, yet mixed with intrigue and anonymity.

Fairmont Hotels: Engaging their fans and followers with unique

opportunities. From luxury urban sanctuaries to exclusive resorts

or game reserves, The Fairmont Brand, while not a “household

brand” enjoys a dedicated client-base to which Fairmont com-

municates via various channels yet always retaining the hallmark of luxury,

the personal-touch.

The above entities have engaged social media to increase their brand awareness yet have

also been selective concerning their presence. Social media messaging is no different from

traditional advertising and public relations, you desire to have your message reach and

resonate with your target audience. Anything less is a waste of time,

capital and may inflict negative connotations concerning your brand.

Whether it is blog posts, search-engine optimization, twitter feeds, RSS, hash tags, analytics,

site design, copy-writing, content management, updates, reputation enhancement &

response, Concierge Services and Consulting is here to assist.

PUBLIC RELATIONS: The practice or profession of establishing, maintaining, or improving a favorable relation-

ship between and institution or a person and the public.

Yet the reality is a good PR professional is a “storyteller”. Their traits include the composition

of the story, what is of interest or as some would advise, “newsworthy”, analysis of the

proper placement and finally audience acceptance.

Even in this era of newspapers written for an 8th grade reading level and stories distilled to

140 characters or less, telling the story is as important as ever.

While a picture may be worth 1000 words, a good story can attract the client. Yet what is

the story? Where should it be placed? Who would be interested? Are advertorials effec-

tive? What is PRNewswire? And how does one translate column inches into advertisement

value?

Phone: 1+303-377-2275 / 1+212-445-0709

Skype: Joseph.Sobin

E-mail: MtnTravel@aol.com

New York Denver

230 Central Park South 191 University Boulevard #380

New York, NY 10019 Denver, CO 80206

Joseph A. Sobin, CTC/CTIE/M. URP Principal ,Concierge Services and Consulting

MARKET-

ING: the act

or process of

selling or pur-

chasing in a

market b : the

process or

technique of

promoting,

selling, and

distributing a

product or

Service.

PUBLIC RELATIONS: the business of induc-

ing the public to have understanding for and

goodwill toward a person, firm, or institution;

also : the degree of understanding and goodwill.

SOCIAL MEDIA: forms of electronic communica-

tion (as Web sites for social networking and

microblogging) through which users create online

communities to share information, ideas, personal

messages, and other content (as videos).

WORD OF MOUTH: oral communication; especially : oral

often inadvertent publicity.

INFLUENCER:

the capacity or

power of per-

sons or things

to be a com-

pelling force

on or produce

effects on the

actions, behav-

ior, opinions,

etc., of

others.