Editorial Board   Guest Author

Mr. Muller

David Muller

Founder, DCM Fabrication

David Muller is a visual translator, a professional fluent in the language of design, which enables him to transform an artist's sketches and renderings into a display of Christmastime enchantment, Swiss perfection and a stage on behalf of a grand production celebrating, respectively, fashion as a lifestyle and museums as gateways to the wonders of the universe. As the Founder of DCM Fabrication, Mr. Muller uses light, technology and various accessories to convert a window or an exhibition into a scene of collegiate bonhomie - of mannequins outfitted by Ralph Lauren, standing in a room adorned with vintage pennants, classic books, steamer trunks, suitcases and other pieces of luggage - in which the brass buttons of a navy blazer sparkle like gold coins and a striped silk tie is a makeshift belt for a pair of flat-front khakis. Creating that dream world, under navy blue awnings stamped with Lauren's iconic polo player, or segueing from this theme to the minimalism of Calvin Klein's aesthetic, or celebrating the ultra-luxury of a Patek Philippe timepiece, that “You never really own a Patek Philippe. You merely look after it for the next generation,” all of this - the materials, the staging, the infusion of beauty and elegance - is what Mr. Muller does. From his work with the Gottesman Hall of Planet Earth at the American Museum of Natural History to his projects for J. Crew and The Frye Company, Mr. Muller makes a two-dimensional drawing a three-dimensional piece of commercial art. A graduate of Morrisville State College, he resides in New York City.

Mr. Muller can be contacted at muller543@aol.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.