Editorial Board   Guest Author

Mr. Clark

Jeff Clark

Manager, Sustainability & Nutrition, Member Engagement, National Restaurant Association

Jeff Clark manages the sustainability and nutrition restaurant education and engagement programs at the National Restaurant Association. He is a passionate advocate for helping the restaurant industry shift towards more environmentally friendly behaviors through minimizing energy and water use, sourcing food with the environment in mind, and minimizing food waste.

Mr. Clark has performed energy and water audits in restaurants and is actively working to reduce food waste both as part of the Association efforts and via the Food Waste Reduction Alliance.  He is also relaunching and revitalizing the Association's Kids LiveWell voluntary initiative, where participating restaurants provide healthier-for-you kids meals with reduced calories, fat, and sugar.

Mr. Clark speaks regularly to the public and restaurateur audiences about environmental issues, helped create more than 80 online educational videos, and crafts sustainability reports like The State of Restaurant Sustainability, 2018 Edition and the Fats, Oils, Greases Toolkit.

When he is not working, Mr. Clark is experimenting with food waste recycling in his Bethesda, MD backyard via regular composting and vermicomposting. He uses this compost in a family garden with his wife and two young children. He is also an avid photographer, foodie, and traveler.

Like many individuals, Mr. Clark's first job was in the restaurant industry. He scooped ice cream for three years while in high school (favorite flavor: chocolate peanut butter). Mr. Clark worked at seven different restaurants as a server and bartender, while earning two degrees: a Bachelor of Science in physics from the University of California, Santa Cruz and a Master of Public Policy from Duke University.

Please visit http://www.restaurant.org for more information.

Mr. Clark can be contacted at +1 202-973-5389 or jclark@restaurant.org

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.