Editorial Board   Guest Author

Ms. Gardenswartz

Alissa Gardenswartz

Shareholder, Brownstein Hyatt Farber Schreck

Alissa Gardenswartz brings a wide scope of consumer protection and antitrust expertise and more than a decade of public sector experience to her practice. As both an accomplished litigator and respected former regulator,  Ms. Gardenswartz helps clients navigate inquiries from both state attorneys general and federal authorities through her extensive substantive knowledge of the law and her relationships with government officials across the country.

Ms. Gardenswartz also uses her background to work with clients in developing proactive litigation and compliance strategies that mitigate risk while maintaining profitability.

Prior to joining Brownstein, Ms. Gardenswartz served as the deputy attorney general for consumer protection in the Colorado Attorney General's office, where she oversaw all of the office's consumer protection and antitrust enforcement activities, including multistate actions. She frequently testified before the Colorado General Assembly on consumer protection legislation and was one of the principal drafters of Colorado's new data protection and breach notification laws.

Before she was appointed deputy attorney general, Ms. Gardenswartz litigated several high-profile false advertising, financial fraud, antitrust and charity fraud cases as an assistant attorney general. While in the attorney general's office, she served as president of the National Association of State Charity Officials and as faculty for both the National Attorneys General Training & Research Institute and the National Institute for Trial Advocacy.

Ms. Gardenswartz previously worked in private practice in both Denver and Washington, D.C., and began her career with the U.S. Federal Trade Commission Bureau of Competition, where she earned awards for outstanding contributions to the FTC's Merger Enforcement and Merger Litigation programs.

Ms. Gardenswartz's substantive expertise includes unfair and deceptive acts and practices (UDAP) law, federal and state antitrust law, regulation of consumer credit and alternative financial products, data privacy and nonprofit regulation.

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

Ms. Gardenswartz can be contacted at +1 303-223-1100 or agardenswartz@bhfs.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.