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 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.