Editorial Board   Guest Author

Mr. Gassenheimer

James D. Gassenheimer

Partner, Berger Singerman

James D. Gassenheimer is a partner in the Miami office of Berger Singerman, Florida's business law firm. Mr. Gassenheimer is an acclaimed litigator whose practice areas include hospitality and leisure litigation, bankruptcy-related litigation, class action litigation, and complex commercial litigation, including in insurance, employment, aviation, real estate, tort and product liability, and franchise litigation. Mr. Gassenheimer has extensive jury and non-jury trial experience in State, Federal and Bankruptcy court, having tried over 100 cases to jury verdict or judgment. Mr. Gassenheimer advises one of the country's largest resort development and property management firms. He has served as lead counsel to the plan proponent in the reorganization of the largest hotel in Pittsburgh, including the successful six-day trial of contested matters against the secured lender. Mr. Gassenheimer also served as General Counsel to the Court Appointed Receiver in a $200 million real estate related receivership, handling complex commercial foreclosure litigation and bankruptcy matters, and prosecuting and defending fraud claims, lender liability, lien priority issues, and first and third party insurance claims involving over twenty separate affiliated developers. Mr. Gassenheimer has had extensive involvement in representative matters for Turnberry Ltd., Royal Caribbean Cruises, and Stiles Corporation, among others. Mr. Gassenheimer writes and speaks on novel issues affecting the hospitality industry and real estate. A graduate of Brown University with a BA in Economics, Mr. Gassenheimer earned his J.D. cum laude from the University of Miami School of Law.

Mr. Gassenheimer can be contacted at 305-714-4383 or jgassenheimer@bergersingerman.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.