Editorial Board   Guest Author

Mr. Grohs

Darin Grohs

Director Food & Beverage, W Hotel New Orleans

Chef Darin Grohs got the bug for hospitality with his first job as a bus-boy at age 13 working at a bowling alley in Rapid City, SD. He worked as a server and a dishwasher in addition and helped out in the kitchen when he could as he was not old enough to become a cook. After his time in the US Navy, doing anything but cooking, he got back into his groove and attended the Art Institute of Atlanta where he graduated a term early and second in his class with an Associate's Degree in Culinary Arts. Chef Grohs went on to attend Georgia State University to attain his four year Bachelor of Arts Degree in Business. All the while he focused on anything and everything in the food service industry. He worked at a liquor store to learn and understand his beverages and start his knowledge of wines. He even worked at a Bed and Breakfast for a well rounded understanding of the Hospitality business. He was classically trained in French Cuisine, he worked at multiple Italian restaurants and had the influence of his mentors in Atlanta who imparted the knowledge and understanding of the Low Country and all the flavors that are indicative of this area. He moved back to the Mid-West for a time, to Southern Florida with its Latin flavors and then landed in Southern California where he adopted the practice of market to table before heading to New Orleans. Chef Grohs believes in simple flavors that speak for themselves. With his vast background, he enjoys using local ingredients in new and inventive ways that could represent the culture at hand or the culture from where the dish came.

Mr. Grohs can be contacted at 504-207-5030 or darin.grohs@whotels.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.