Editorial Board   Guest Author

Mr. Suggs

Jim Suggs

Associate Vice President, CallisonRTKL

Jim Suggs began his architectural career in 1978. He has amassed extensive experience in architectural design, interior design, historic preservation and master planning for private and public, commercial and institutional clients. His experience includes substantial work in the design and planning of courtrooms and courthouses including federal and county facilities, both newly built and historical properties. Highlights include the restoration of the 120 year old Bexar County Courthouse in San Antonio, Texas incorporating cutting-edge courtroom technology while preserving the historical integrity of the interior, the design of courtroom facilities dedicated to child and family law as well as the St. Mary's University Moot Court Facility. Another area of expertise is in the planning and design of video, television and audio production facilities. Highlights include the design of Maverick Video Production Company headquarters including a full sound stage and two television studios as well as various university Radio/Television & Film facilities. But, Mr. Suggs' true passion, the planning and design of hotels has developed over the last 15 years. His work has included everything from roll-out programs for limited-service hotels, renovations, historic adaptive use, full service and upscale boutique properties. Highlights include full-service, independent high-rise boutique hotels in San Antonio, Texas and San Jose, California as well as Westin and Sheraton resorts in Maryland and the Bahamas respectively. Since joining RTKL in 2007 Mr. Suggs' experience has been focused on large scale hospitality and mixed-use projects expanding his expertise in the planning of hotels and hotel-driven environments. Recent projects include expansion of the Omaha Hilton Convention Center hotel, Lone Star Court (a boutique property) in Austin, TX and the Hyatt Regency Tysons Corner in Tysons Corner, VA.

Please visit www.rtkl.com for more information.

Mr. Suggs can be contacted at 214-468-7698 or jsuggs@RTKL.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.