Editorial Board   

Mr. Adams

Lawrence Adams

Principal, ForrestPerkins

Lawrence Adams, AIA, Principal of Perkins Eastman and its luxury hospitality design affiliate ForrestPerkins, is a global authority on hotel and resort design.

Mr. Adams co-authored Hotel Design, Planning and Development with Richard Penner and Stephani Robson. It followed the original 422-page edition of Hotel Design, Planning and Development, often referred to as the "bible" of hotel design, which Mr. Adams co-authored with Walter Rutes and Richard Penner, and which was published in 2001. Both tomes were written for architects, designers, developers and hotel executives as comprehensive and professional guides for hotel and resort design and development.

Mr. Adams served as adjunct faculty at New York University for nine years teaching Master's Degree courses on Hotel Design and Development.

Mr. Adams has managed and directed the design of large-scale development projects at major architectural and planning firms for the past 40 years. Among his large-scale mixed-use projects are Yerba Buena Master Plan in San Francisco, CA, Hunters Point in Queens, NY, and Federal City in New Orleans, LA. His most significant hospitality design projects include the New York Four Seasons Hotel, the Chambers Hotel in New York, and The London NYC, Manhattan's first all-suite hotel.

Mr. Adams also directed the architectural design for the addition and rebranding of the Westin Ft. Lauderdale Beach Resort Hotel. Most recently, he directed the design of the adaptive reuse of an iconic mid-century high-rise for the 326-room Westin Dallas Downtown Hotel, which opened in 2015.

Mr. Adams' significant non-hospitality projects include the Czech Mission to the United Nations in New York, Poydras Home Senior Living Community in New Orleans, and the National Headquarters of the Marine Corps Forces Reserve also in New Orleans.

Mr. Adams is based in Perkins Eastman's Dallas office, is a registered architect in several states including Texas, New York, Massachusetts, Florida, Mississippi, and Louisiana, Pennsylvania, and the District of Columbia.

Please visit http://www.forrestperkins.com for more information.

Mr. Adams can be contacted at +1 21495322101115 or ladams@forrestperkins.com

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.