Editorial Board   

Mr. Ashen

David Ashen

Principal & Founder, dash design

David Ashen is a principal and the founder of dash design, an award-winning New York-based interior design and branding firm specializing in hospitality and retail projects.

Known for his ability to tailor each project to answer clients' specific business needs, Mr. Ashen and his design team update spaces and reinvent brands. Clients include market leaders and Fortune 500 companies from all over the world including Shanghai, Hong Kong, Istanbul, Philadelphia, Cleveland, New York City and Aruba.Among the recent high-profile hotel projects to dash design's credit are: the multi-million renovation of the Lexington New York City hotel; the Renaissance Aruba Resort & Casino; and restaurants at the Mandarin Oriental in Shanghai.

Rather than a signature style, Mr. Ashen and dash have a signature philosophy: that design equals strategy. He earned a Bachelor of Science in Human Factors Engineering at Tufts University, then a Masters of Architecture at the University of Pennsylvania. After his entree into luxury retail at Peter Marino, he spent five years - from Director of Retail to Principal - at desgrippes gobe, one of the world's largest independent branding firms. Accounts included Reebok, Unilever, Target, and Peugeot; he created the first consistent global retail image for Godiva, and helped the company expand in Japan and China.

In 2000, Mr. Ashen's first hospitality project - XL Lounge - attracted serious media attention. A year later, Mr. Ashen left desgrippes to launch dash design. dash's work is all about context and reinvention. "To me, there's nothing richer than collaborating with client and partners to produce a project that is innovative and thoughtful," Mr. Ashen says, adding, "It's not about adding to my portfolio. My success is solely about whether our work helps my client succeed."

Please visit http://www.dashdesign.net for more information.

Mr. Ashen can be contacted at +1 718-383-2225 ext. 201 or dashen@dashdesign.net

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.