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 October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.