Editorial Board   Guest Author

Mr. Howe

Prentice Howe

VP, Executive Creative Director, Tocquigny

VP, Executive Creative Director at Tocquigny, Mr. Howe champions a culture of fresh ideas and oversees the development of integrated campaigns across a diverse client portfolio. Mr. Howe has nearly twenty years of experience as a writer and creative director, working with some of America's most iconic brands. Having previously worked in Dallas, Los Angeles and Detroit, he relies on his experiences with people from diverse backgrounds to craft authentic connections between brands and consumers. Ideas that make him think, “I wish I'd thought of that” inspire him and drive him to make each project better than the last. Mr. Howe's hotel and spa experience includes marketing work for Hyatt Regency Hill Country Resort and Spa (San Antonio), the W Austin Hotel + Residences (Austin, TX), Horseshoe Bay Resort (Horseshoe Bay, TX), Hotel Nikko (San Francisco), St. Regis Hotel (Los Angeles), Wilshire Grand (Los Angeles), Red Mountain Resort & Spa (St. George, Utah), and Hotel Pattee (Perry, Iowa) and the Dallas / Fort Worth Area Tourism Council. Prior to Tocquigny, Mr. Howe worked at Doner in Detroit. His account experience also includes Minute Maid, Fiat, Serta, JBL, The Dallas Stars Hockey Club, Texas Rangers Baseball, Habitat for Humanity, Anheuser-Busch, Petmate and Activision. He has written for Entrepreneur, BrandFreak, Sports Business Journal and PROMO. Mr. Howe's campaigns have been recognized by Cannes Lions, London International Advertising Awards, the Webby Awards, Communication Arts, Creativity and The New York Times.

Mr. Howe can be contacted at 512-532-2885 or phowe@tocquigny.com

Coming up in May 2020...

Eco-Friendly Practices: Creative Innovation

Being eco-friendly is no longer a fad. It is an urgent planetary need and hotels are actively doing their part to reduce their carbon footprint by implementing sustainable, green practices. In addition to the goodwill derived from doing the right thing, hotels are also realizing the benefits to their business. A large percentage of Millennials expect hotels to be eco-friendly and will only patronize those properties that are proudly conforming. Consequently, more hotels are realizing that sustainability is a key element in a successful branding strategy. In addition, going green can lead to a more profitable bottom line, as savings on electricity, water and cleaning materials can add up. Also, there are other advantages that come with being an eco-friendly business, such as government subsidies and tax and loan incentives. As a result, many hotels are finding innovative ways to integrate eco-friendly practices into their business. Geo-thermal energy systems, along with energy-from-waste systems, are being used to heat and cool the property. Passive solar panels, green roofs, natural lighting and natural ventilation strategies also assist in energy conservation. Low-flow water systems and plumbing fixtures make a contribution, as does eco-friendly hardwood flooring, and energy efficient televisions and appliances throughout the property. In addition, some hotels have implemented in-room recycling programs, and only provide all-natural, personal care items. One hotel has actually constructed a bee-keeping operation on their grounds. Not only is this good for the bees but the hotel also produces products from the operation which they sell. This kind of creative innovation also holds enormous appeal to guests. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.