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 February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.