Editorial Board   

Mr. Plotka

Robert Plotka

Managing Director, CityScape Capital Group

Robert Plotka, CFA is a Managing Director and Co-Founder of CityScape Capital Group, LLC based in Princeton, NJ. CityScape Capital Group is an investment banking firm that specializes in providing direct investment, equity placement and financial advisory services for historic rehabilitation tax credit transactions located throughout the country. In addition, Mr. Plotka is the President and Co-Founder of Preservation Easement Trust, Inc. based in Princeton, NJ. As a qualified 501(c)(3) nonprofit charitable organization, Preservation Easement Trust is dedicated to preserving our nation^aEURTMs historic buildings and sites through the acceptance and responsible management of historic preservation conservation easements combined with public education and awareness efforts designed to foster support for historic preservation. Before co-founding CityScape Capital Group and Preservation Easement Trust, Mr. Plotka managed the development and implementation of new business opportunities at Automatic Data Processing/Brokerage Information Services Group (ADP/BISG). His activities included mergers and acquisitions, strategic planning, deal structure negotiations, company and systems integration, and corporate re-engineering. During this time period, he also managed the design and development of two market intelligence databases for ADP/BISG's intranet, performed in-depth strategic explorations into electronic exchanges, frame relay networks, and the value of information content, and supervised the corporate and systems integration of a newly acquired fixed-income back office processing company. Prior to obtaining his graduate degree, Mr. Plotka served as a MIS consultant for Andersen Consulting's Financial Services Group and a mortgage-backed securities analyst for Thomson McKinnon Securities. Mr. Plotka holds a bachelors degree in economics from the University of Pennsylvania and a masters degree in finance and marketing from the Marshall Graduate School of Business at the University of Southern California, where he graduated with high honors and received the Albert T. Quon University and Community Service Award. In addition, Mr. Plotka is a Chartered Financial Analyst.

Mr. Plotka can be contacted at 609-951-2200 or robert@cityscapecapital.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.