Editorial Board   Guest Author

Mr. Astrachan

Isaac-Daniel Astrachan

Principal, Stephen B. Jacobs Group

Isaac-Daniel Astrachan, AIA LEEP AP is a Principal at the Stephen B. Jacobs Group in New York City and was the Executive Architect for the citizenM New York Bowery Hotel. He started in 1998 as the project manager for Hotel Giraffe.

Since then Mr. Astrachan has worked on many different hospitality and residential projects, including 325 Fifth Avenue, Edge in Williamsburg, 200 Lafayette Street, and Gansevoort Meatpacking and Park Avenue hotels, and 868 Lorimer on the Park. He recently completed ALTA LIC, a 43-story residential tower in Long Island City, and citizenM NY Bowery Hotel, the tallest modular hotel in the world.

As a current leader within the Architectural/Design space in New York City, Mr. Astrachan has been instrumental in bringing modular and volumetric design concepts and implementation to New York City. He currently speaks at conferences and events throughout the United States on the importance of modular design and construction in building for a better future.

Prior to joining the firm, Mr. Astrachan worked for Didier Repellin, Chief Architect and Inspector-General of historic monuments in France.

Mr. Astrachan graduated from Columbia College in 1990 and received his Master of Architecture degree from Harvard's Graduate School of Design in 1995. Originally from the village of Gordes in the south of France, and Detroit, Michigan, Mr. Astrachan resides in Battery Park City with his wife and son. He serves on the board of Downtown United Soccer Club and is a member Pier 40 Champions. He advocates for the creation of more athletic field space in the City for not for profit youth sports organizations.

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

Mr. Astrachan can be contacted at +1 212-421-3712 or contactus@sbjgroup.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.