Editorial Board   

Mr. Portugal

Marc Portugal

Director of Marketing, Bortz Group of Companies

Marc Portugal is an experiential marketing professional with twelve years of accomplishments in launching brands and associated experiential marketing programs - including events, sponsorships, partnerships, and more - with a keen focus on the mindspace, feelings and rituals of consumers. Whether it's an e-mail campaign or a fashion show; a guerilla campaign or a fundraiser - Marc firmly believes in the "4th" dimension of experiential marketing. He addresses mind, body, spirit AND community when implementing marketing programs. Marc practices "experiential empathy" every step of the way - deeply focused on and concerned about the genuineness and consistency of audience feelings and relationships - not merely demographics, statistics, or out-dated traditions. In 1998, after several internships and completion of undergraduate studies, Marc began at KBA Marketing where he activated brand sponsorships and events across the country for various clients. Turning both conventional and unorthodox venue spaces into lifestyle lounges, sampling stations, fashion shows and concerts, Marc delivered the promise of the clients' brands and aided in renewed AOR status. Marc's most notable achievement includes the brand launch of the Palms Casino Resort in Las Vegas, and the N9NE Group venues it houses. As founding Marketing Director, Marc first brought the Palms and N9NE Group to life in the backyard of the famed Playboy Mansion - giving key influencers a sneak peak of what was to come. Upon opening, Marc founded ground-breaking marketing partnerships with Playboy, MTV, Red Bull, and other brands that helped elevate the Palms to the status of Boutique Casino Resort, and arguably reinvented standards for lifestyle branding and nightlife-driven entertainment nationwide. Currently, Marc resides in Chicago and consults for the Bortz Group of Companies - a lifestyle and entertainment development firm specializing in the branding, marketing, and operation of salon/spas, nightclubs, sports leagues, and associated experiential integrations of sponsor and partner brands including but not limited to AVEDA, Belvedere Moet-Hennessy, Miller-Coors Brewing, Opt-It, and others. Marc specifically applies experiential strategies to the electronic and online spaces to effectively and affordably retain consumers across multiple profiles and brands. In his spare time, Marc volunteers for PAWS: Chicago-'s largest no-kill animal shelter, and turns to his favorite Martin guitar - aspiring to move beyond a self-described "novice grunge" level. He focuses overwhelming attention and emotion on the love of his life - an 80-lb Rottweiler named Princess Leia.

Mr. Portugal can be contacted at 312-850-8186 or marcportugal@yahoo.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.