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 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.