Editorial Board   

Ms. Watson

Julia Watson

Project Director / Sr. VP of Business Development, FARROW Commercial, Inc.

As Project Director and Senior VP of Business Development, Julia Watson combines her knowledge of construction and her experience in business and relationship development, project management and coordination, estimating, and company-wide systems implementation to hospitality experts, FARROW Commercial, Inc. Ms. Watson's education and involvement in construction dates back to her high-school years when she shadowed an architect and it would seem that she was destined for a career in the industry. In 1998 she was accepted into the College of Architecture at Arizona State University. During her tenure she maintained Dean's List status and in her second year, received recognition for the design of a 21st century library from ASU's nationally accredited program by the National Architectural Accrediting Board (NAAB). Ms. Watson's first position in the industry was with a California based general contractor managing residential repairs for home-owner's insurance claims. Her exposure to hospitality construction began when she later took on the challenge of project coordination for a national contractor. There she gained experience in project management of renovation works. In October 2006, Ms. Watson explored greater opportunities and joined a southern-based national hospitality construction company to successfully open and operate their western division office. She brings over a decade of business administration and management experience to FARROW as well, acting as administrative director and manager of operations for past employers. “At FARROW my focus is to be instrumental in driving market penetration in the vacation ownership and hotel/motel segments of the hospitality industry,” says Ms. Watson. “Our targeted and existing clients are focused on providing the best lodging experience within the guidelines of that property. Whether the property is a luxury, up-scale, mid-scale, resort, or boutique hotel, we can help meet project goals by providing quality construction and seamless transitions from inception to completion. Our ongoing success is based on integrity, professionalism, and service.” Ms. Watson is a member of Women in the Industry (WIN), an organization focused on improving networking and education of female executives within the vacation ownership segment of hospitality. FARROW is a nationwide commercial construction company specializing in quality based, price sensitive, and production driven services to satisfy the demands of discerning core clients ranging from Resorts/Timeshares/Hotels/Motels to major and/or minor Commercial Tenant Improvements. FARROW has specialized teams in place for new and ground-up construction with core strengths in Green Building and Sustainability, ADA/Fire/Life Safety (NFPA), ADA, Design Compliance/Construction/Updating, Permit and Plan Acquisitions, Design/Purchase & Procurement and DOSHA Certifications. Newly added to FARROW's arsenal of capabilities are its reserve management services department, ensuring clients a full service, turn-key approach with a reliable, seamless process from pre-construction, production, walk-thru and final inspection.

Ms. Watson can be contacted at 916-474-5375 or julia@farrowcommercial.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.