Editorial Board   Guest Author

Ms. Kula

Stacy Kula

Team Leader Hospitality & Alcohol, Steptoe Johnson

Stacy Kula is the Team Leader of the Hospitality & Resort Team and Alcohol Team at the law firm of Steptoe & Johnson PLLC. She practices law throughout the Commonwealth of Kentucky. Although Ms. Kula has a wide range of experience, she focuses her practice on alcohol licensing, hospitality law, mergers and acquisitions, entity formation, real estate purchases and leases, and general contract law.

She works closely with the alcoholic beverage industry, representing, among others, hotels, developers, national franchises, night clubs, restaurants, bars and alcohol manufacturers. Ms. Kula regularly applies for all types of alcoholic beverage licenses with state regulatory agencies and the Alcohol and Tobacco Tax and Trade Bureau (TTB) and works with licensees through all phases of their business. She has acted as lead ABC counsel to a number of licensees in multi-state transactions, obtaining licenses in numerous jurisdictions and conducting nationwide research projects. She also defends licensees against allegations of misconduct and alcohol violations.

She is a second term elected member of the Board of Directors of Academy of Hospitality Industry Attorneys (AHIA). She is also a member of the National Association of Alcoholic Beverage Licensing Attorneys (NAABLA) and the National Association of Licensing Compliance Professional (NALCP).

She has published a number of articles about the alcohol industry and is a regular contributor to the Distiller magazine. She speaks frequently at national conventions about relevant issues in the alcohol industry.

Ms. Kula graduated with a B.S. from the University of Maryland and a J.D. from North Carolina Central University. In addition, Ms. Kula received her LL.M. in Taxation from the University of Florida.

Please visit http://www.steptoe-johnson.com for more information.

Ms. Kula can be contacted at +1 859-219-8222 or stacy.kula@steptoe-johnson.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.