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 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.