Editorial Board   Guest Author

Mr. Patterson

Burns Patterson

Executive Vice President, Middleton & Gendron

Burns Patterson is Executive Vice President at Middleton & Gendron (www.mg-pr.com) a New York-based PR and brand communications agency that is one of the country's leading hospitality, travel and lifestyle agencies. Mr. Patterson also heads the agency's digital practice. His 20+ years in public relations have included roles as director of public relations for Madison Square Garden Sports Properties, and director of PR and new media for Historic Hudson Valley. Headquartered in New York City, M&G is a mid-sized public relations and brand communications agency with an office in Los Angeles, and affiliate partners in London, Dublin, Frankfurt, Velden (Austria), Mexico City, Hong Kong, Singapore and Tokyo. The agency is staffed by former journalists, corporate communications professionals, agency veterans and rising stars. Over the past eight years at M&G, Mr. Patterson has led account teams for travel and hospitality clients including: Orbitz; Wyndham Hotels and Resorts; KSL Resorts; Capella Hotels and Resorts; Elegant Hotels; Flight Options; and MeetingTrader. He has also directed social influence marketing campaigns or specific social media promotions for The Setai Fifth Avenue; La Costa Resort & Spa; Sanctuary Resort & Spa; The Homestead; and the Trump Hotel Collection, among many other clients. Beyond the travel and hospitality sector, Mr. Patterson leads the account teams for Chopin Vodka, currently running his favorite Facebook photo contest, titled “Show Your Bartender Some Love,” and for American Water (NYSE; AWK), the nation's largest publicly-traded water and wastewater utility. The most popular recent M&G client among Mr. Patterson's kids, though, has been FAO Schwarz, the world's most famous toy store. Mr. Patterson lives with his family in Sleepy Hollow, NY. He can be reached on Facebook at www.facebook.com/burnspatterson or on Twitter at www.twitter.com/burnspatterson.

Mr. Patterson can be contacted at 212-980-9060 or bpatterson@mg-pr.com

Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.