Editorial Board   Guest Author

Mr. Howe

Prentice Howe

VP, Executive Creative Director, Tocquigny

VP, Executive Creative Director at Tocquigny, Mr. Howe champions a culture of fresh ideas and oversees the development of integrated campaigns across a diverse client portfolio. Mr. Howe has nearly twenty years of experience as a writer and creative director, working with some of America's most iconic brands. Having previously worked in Dallas, Los Angeles and Detroit, he relies on his experiences with people from diverse backgrounds to craft authentic connections between brands and consumers. Ideas that make him think, “I wish I'd thought of that” inspire him and drive him to make each project better than the last. Mr. Howe's hotel and spa experience includes marketing work for Hyatt Regency Hill Country Resort and Spa (San Antonio), the W Austin Hotel + Residences (Austin, TX), Horseshoe Bay Resort (Horseshoe Bay, TX), Hotel Nikko (San Francisco), St. Regis Hotel (Los Angeles), Wilshire Grand (Los Angeles), Red Mountain Resort & Spa (St. George, Utah), and Hotel Pattee (Perry, Iowa) and the Dallas / Fort Worth Area Tourism Council. Prior to Tocquigny, Mr. Howe worked at Doner in Detroit. His account experience also includes Minute Maid, Fiat, Serta, JBL, The Dallas Stars Hockey Club, Texas Rangers Baseball, Habitat for Humanity, Anheuser-Busch, Petmate and Activision. He has written for Entrepreneur, BrandFreak, Sports Business Journal and PROMO. Mr. Howe's campaigns have been recognized by Cannes Lions, London International Advertising Awards, the Webby Awards, Communication Arts, Creativity and The New York Times.

Mr. Howe can be contacted at 512-532-2885 or phowe@tocquigny.com

Coming up in September 2020...

Hotel Group Meetings: Demand vs. Supply

It is a great time for hotel group meetings. It is expected that once again this sector will grow by 5-10% in 2020, partly due to the increasing value of in-person group meetings. Because people now spend so much time in front of their screens, face-to-face interactions have become a more treasured commodity in our modern world. Plus, the use of social media reinforces the value of engagement, discussion, conversation, and networking - all areas where group meetings shine. Despite this rosy outlook, there is a concern that demand for meetings far exceeds the supply of suitable venues and hotels. There are very few "big box" properties with 500-plus rooms and extensive conference facilities being built, and this shortage of inventory could pose a serious challenge for meeting planners. In addition to location concerns, the role of the meeting planner has also evolved significantly. Planners are no longer just meeting coordinators - they are de facto travel agents. Cultural interactions, local dining, experiential travel, and team-building activities are all now a part of their meeting mix. Plus, they have to cater to evolving tastes. Millennials are insisting on healthier venues and activities, and to meet their demands, hotels are making yoga breaks, fresh-pressed juices, plant-based diets, state-of-the-art gyms, and locally-sourced menus available. Millennials are also insisting that meeting venues practice Corporate Social Responsibility, which means upholding sustainable and ethical values; investment in the local community; health and well-being of employees; and general business practices that reflect being good citizens of the planet. Finally, there is a growing trend to merge meetings with other local events, such as music festivals, sporting events, and cultural attractions. The December Hotel Business Review will report on issues relevant to group meetings and will document what some hotels are doing to support this part of their operations.