Editorial Board   Guest Author

Ms. Gorman

Tara K. Gorman

Partner, Perkins Coie LLP

Tara K. Gorman is a Partner at the law firm of Perkins Coie and focuses her practice on hospitality law. In addition to practicing law, Ms. Gorman writes a column for Hotel Business Review, and is a Professor in Residence (Adjunct) at the Washington College of Law of American University in Washington, D.C., as part of the Hospitality and Tourism Law Program.

Ms. Gorman has taught Foundations of Real Estate Law at Georgetown University as an Adjunct Professor, and regularly speaks at conferences and seminars on real estate and hospitality topics, and is on the Board of Advisors of the Georgetown Law Center's Hotel & Lodging Legal Summit and the Board of Advisors of Drexel University Center for Hospitality & Sports Management. She is also a contributing writer to the textbook Hotel Law - Transactions, Management and Franchising.

Ms. Gorman focuses her law practice on hotel acquisitions, operations, development and finance, hotel management agreements, license and branding agreements, restaurant management agreements, and general commercial real estate transactions, including commercial real estate acquisitions and sales, and data center, office and retail leasing.

Ms. Gorman regularly prepares and counsels clients both domestically and internationally regarding hotel acquisitions, financing, operations development and finance, condo-hotels, hotel management agreements, license and branding agreements, restaurant management agreements, water park and casino agreements, real estate finance documents, purchase and sale agreements, property management agreements, corporate formation, business improvement districts, vendor agreements, marketing management agreements, web-site service agreements, telecommunications license agreements, and commercial office leases.

Ms. Gorman has represented institutional investors such as life insurance companies and pension funds in connection with their real estate investments, as well as governmental and quasi-governmental agencies with respect to their real estate holdings.

Ms. Gorman can be contacted at 202-654-6253 or tgorman@perkinscoie.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.