Editorial Board   Guest Author

Mr. Cairns

J.Thomas Cairns

Attorney, Steckbauer Weinhart, LLP

J. Thomas Cairns advises and represents real estate developers, investors, lenders, brokers, landlords and tenants in sophisticated transactions and high stakes litigation. In over 30 years of practice, he has been developers' counsel on more than 50 major projects, including shopping centers, office and industrial parks, mixed use projects, hotels, condominiums and apartments, handling all aspects of property acquisitions, financing, entitlements, subdivisions, construction, sales and leasing. He has represented both borrowers and lenders in dozens of multimillion dollar financing transactions and has negotiated and documented hundreds of commercial leases. He became a licensed California Real Estate Broker in 1979. In addition, Mr. Cairns represents hotels, restaurants, travel agencies and tour operators. For more than a decade, he acted as outside General Counsel to the world's largest chain of student travel agencies. In 1997, he was inducted into the Academy of Hospitality Industry Attorneys and has served two terms on that organization's Board of Directors. Mr. Cairns' approach to litigation is to seek early, practical and economical resolutions for his clients. Where early resolution cannot be achieved, however, Mr. Cairns can call upon his skills as a veteran trial lawyer, having acted as lead counsel in over 60 bench trials and 14 jury trials to verdict in state, federal and bankruptcy courts. Mr. Cairns believes that his transactional and litigation practices complement one another and that his deep understanding of substantive real estate law gives his clients an advantage in the courtroom against generic litigators, while his experience with how things actually shake out in court helps him to better advise transactional clients on how to avoid pitfalls that may lead them into trouble.

Mr. Cairns can be contacted at 213-229-2868 or jcairns@swesq.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.