Editorial Board   Guest Author

Mr. Obie

Brian Obie

Founder, Obie Hospitality

Brian Obie has had lots of crazy-big ideas in his 76 years. After building a very successful outdoor advertising business, which was taken public under his leadership and listed on the NASDAQ Stock Exchange, he invested in and then decided to own the Fifth Street Public Market in Eugene, Oregon, when no one imagined such an entity could thrive. The now 41-year-old market is a Eugene icon (and the city's top visitor destination) boasting highly localized food and retail, as well as office space, and most recently a boutique hotel called [Inn at the 5th][1], which Mr. Obie opened in 2012. The hotel was an immediate hit with guests and the community alike, also providing additional customers to the market and creating a fantastic synergy across operations. Then, building upon the success of the hotel, Mr. Obie transplanted the same hospitality concept across state lines to Idaho, where he recently opened the [Inn at 500 Capitol][2] in downtown Boise to great acclaim earlier this year. Mr. Obie's success in the hospitality business, however accidental and organic he claims it to be, was hard-won and smartly pursued by the humble former Eugene mayor and city councilman, who saw an opportunity in under-served Western communities for what he calls “boutique hotels that have a strong attention to detail and the complete guest experience.” Earlier this year, Mr. Obie officially launched Obie Hospitality to prepare for the future, which holds additional properties growing under the brand. In addition to his business operations and city governance service, Mr. Obie is heavily involved with the University of Oregon, completing two terms as a trustee of the University of Oregon Foundation, including as president. He is currently serving as emeritus trustee. He is also active with the Oregon Historical Society. [1]: http://www.innat5th.com/ [2]: http://www.innat500.com/

Please visit http://www.obie.com for more information.

Mr. Obie can be contacted at 541-484-0383 or bobie@obie.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.