Editorial Board   

Mr. Acton

Scott Acton

CEO & Founder, Forte Specialty Contractors

Building on three generations of creative execution behind some of the globe's most iconic experiential spaces, Scott Acton is no stranger to the unusual in the world of construction. As the CEO and founder of Forte Specialty Contractors in Las Vegas, a construction firm specializing in the hospitality, restaurant, retail, nightlife and entertainment industries, he is known for tackling some of the most difficult and attention-grabbing construction challenges in the industry.

Mr. Acton's entrance into this arena began with a long family history of Disney projects, which, as an entity, is known for creative, unusual experiences requiring innovative construction techniques. Part of developing this skill set for Mr. Acton included attending “Disney University” where he learned the business and leadership skills necessary to build a successful career. Mr. Acton began working for his father at the age of 16, but soon realized his entrepreneurial drive was too strong to just keep working for the family business.

A third-generation craftsman, Mr. Acton worked a variety of odd jobs then followed in the footsteps of his grandfather and father, becoming a notable entrepreneur in his own right. His early work comprises several landmarks across North America, including portions of Knott's Berry Farm, Universal Studios and Disney, showcasing Mr. Acton's affinity to thematic design and construction.

In 2002, Mr. Acton started his own company, Trevi Manufacturing, naming it after the most famous fountain in the world - the Trevi Fountain in Rome, Italy. He wanted to combine manufacturing with construction, a marriage not seen within the market. He grew Trevi from a startup to a $12 million company in only two years, resulting in national accolades including being named the U.S. Small Business Administration's “Small Business Person of the Year” for Nevada. His first project in Sin City was Treasure Island's pirate ships, which provide the hotel its iconic presence on the Las Vegas Strip.

Please visit http://fortedesignbuild.com/ for more information.

Mr. Acton can be contacted at 702-697-2000 or scott@fortedesignbuild.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.