Editorial Board   

Mr. Spaulding, Jr.

Arthur Spaulding, Jr.

Partner, Cox, Castle & Nicholson LLP

Arthur O. Spaulding, Jr. is a partner in the Orange County office of Cox, Castle & Nicholson LLP, which commands one of the largest concentrations of attorneys in the U.S. whose primary focus is the real estate, financial services and construction industries. Mr. Spaulding is a senior transactional real estate attorney with extensive experience in the acquisition, disposition, financing and development of real estate projects with an emphasis on the hospitality industry. Since 1980, Mr. Spaulding has been actively involved in all aspects of the resort development and timeshare industries. He has been a member of the American Resort Development Association since 1980, served as an ARDA Director from 1989 to 1991, and again from 2007 - 2009. Mr. Spaulding was a Founding Director of the International Foundation for Timesharing, served on its Board of Directors from 1984 through 1989, and was Vice President of the International Foundation for Timesharing from 1987 to 1988. Mr. Spaulding served on ARDA's Board of Trustees from 1997 to 2001 and is once again serving in that capacity. He has served on numerous ARDA committees over the years. He is the immediate past Chairman of ARDA's Ethics Committee. He has lectured widely in the field of resort and timeshare development, including all aspects of program structure, acquisitions, dispositions, entity structuring, financing, restructuring and state regulatory and registration work. Mr. Spaulding devotes a large percentage of his practice to matters involving vacation resort ownership. He has structured both resort and urban club systems, and has supervised the registration of such systems at the state level. Much of his work involves mixed use projects having both hotel and vacation ownership aspects. He is currently very active in advising developers of fractional ownership projects and private residence clubs. He has considerable experience also with condominium-hotel projects. Mr. Spaulding has spoken at numerous industry events, including ARDA's annual conferences dating back for the better part of three decades, the Asia-Pacific Timeshare Conference sponsored by Resort Condominiums International in Jakarta, Indonesia, and the Annual Convention of AMDETUR, the Mexican tourism association, in Cancun, Quintana Roo, Mexico. He has also been a speaker regarding timeshare issues of interest to the hotel industry and the conversion of hotel projects to timesharing at the NYU and UCLA Hotel Industry Investment Conferences, the Lodging Conference in Scottsdale, Arizona, and International Law Symposia regarding resort development sponsored jointly by the American Bar Association and the International Bar Association and held in Marbella, Spain and Los Angeles, California. Representative development clients for whom Mr. Spaulding has had extensive involvement are Marriott Ownership Resorts, Inc., Four Seasons Hotels, Wyndham-Trendwest Resorts, Starwood Vacation Ownership, Disney Vacation Development, Shell Vacations and The Welk Resort Group. Mr. Spaulding also represented General Electric Capital Corporation in connection with construction, inventory and receivables financing transactions. A graduate of Yale University with a BA in English, Mr. Spaulding earned his J.D. from UCLA Law School in 1973, and was admitted to practice in California in 1973 and in Nevada in 1976.

Mr. Spaulding, Jr. can be contacted at 949-260-4620 or aspaulding@coxcastle.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.