Editorial Board   Guest Author

Mr. Miller

Dean Miller

Director of Agronomy, La Quinta Resort & Club / PGA West

Dean Miller is the director of agronomy for La Quinta Resort & Club and PGA WEST, a world-renowned golf destination with nine championship-caliber courses designed by golf greats Arnold Palmer, Jack Nicklaus, Tom Weiskopf, Pete Dye and Greg Norman. As the resort's director of agronomy, Mr. Miller manages a staff of over 230 employees, including six superintendents, and is responsible for all aspects of golf course maintenance and landscaping for five public courses, four private courses and five clubhouses. He has helped implement all golf course sustainability methods, overseen all golf course renovations and construction projects, as well as developed maintenance practices that create standardization and consistency throughout all the courses. Known as the “Western Home of Golf in America,” La Quinta Resort & Club and nearby PGA WEST - a spectacular master-planned country club community on 2,200 acres and the site of numerous important tournaments - offer resort guests full access to five challenging golf courses - the dramatic Pete Dye-designed La Quinta Resort Mountain™ and Dunes™ Courses, and the highly rated TPC® Stadium Golf Course, Jack Nicklaus Tournament Course and Greg Norman Course at PGA WEST. Mr. Miller joined La Quinta Resort & Club and PGA WEST as an assistant superintendent in 1998, and has held several positions during his tenure with the resort, including superintendent of both the Arnold Palmer and Greg Norman Courses. He holds a turf grass management degree from Rutgers University in New Jersey, as well as a Bachelor of Science with a minor in plant science from Nicholls State University in Louisiana. A Class A member of the California Hi-Lo Golf Course Superintendents Association and the Golf Course Superintendents Association of America, Mr. Miller holds a California State Pesticide, Right-of-Way and Aquatic License.

Mr. Miller can be contacted at 760-564-7674 or drmiller@pgawest.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.