Editorial Board   Guest Author

Mr. Absenger

Werner Absenger

Chef de Cuisine, Cygnus 27 at Amway Grand Plaza

Chef Werner Absenger, chef de cuisine, has helped propel Cygnus 27, one of the highest-ranked restaurants in Michigan, into the forefront of the state's premier culinary scene. Located atop the Amway Grand Plaza in Grand Rapids, MI, Cygnus 27 has been a distinguished AAA Four-Diamond restaurant for nine years. The initial Four-Diamond recognition in 2004 was only the beginning as, under Chef Absenger's leadership, Cygnus 27 has been named Restaurant of the Year by Grand Rapids Magazine three times. In 2010, the Michigan Lodging and Tourism Association awarded Chef Absenger the Stars of the Industry Culinary Employee of the Year Award for excellence in the Michigan lodging and tourism industry. Chef Absenger has been with the Amway Grand Plaza for 10 years. A 20-year culinary industry veteran, he has held posts at Alpenrose Restaurant & Cafe in Holland, MI as chef de cuisine and executive chef, and at the Grand Hotel in Mackinac Island, MI where he worked in various positions ranging from chef tournant to banquet chef. Chef Absenger also honed his skills at the Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch in Scottsdale, AZ and at the Hotel Gasthof Gramshammer in Vail, CO. Before joining the culinary team at the Amway Grand Plaza, Chef Absenger was an entrepreneur and operated an organic smoothie bar, Juz C, in Grand Haven, MI. As the owner, he developed the menu, concept, and theme of this healthy establishment from 2001-2003. In his native Austria, Chef Absenger completed a four-year apprenticeship at the Hotel Goldener Ochs in Melk, Austria and attended chef school at Landesberufsschule für das Gastgewerbe in Waldegg, Austria. He later served as a chef in the Austrian military at one of its hospitals in Wien-Stammersdorf before moving to the United States in 1988. A chef by trade and a scientist at heart, Chef Absenger's true passion lies with studying the modulatory effects nutrition and other mind-body treatments have on cancer patients. In 2008, Chef Absenger earned his Bachelor of Science degree in alternative medicine from Everglades University in Boca Raton, FL. In 2010, he earned his Masters of Science in human nutrition from Bridgeport University in Bridgeport, CT. He is currently working towards a Doctorate in mind-body medicine from Saybrook University in San Francisco, CA. As a member of the executive board for the Greater Grand Rapids Food Systems Council, Chef Absenger helped to develop the Cultivating Urban Seeds of Prosperity (CUSP) program in 2007. The organization supports local farmers by providing a market for urban growers to sell their produce to restaurants and other outlets.

Mr. Absenger can be contacted at 616-774-2000 or WAbsenger@amwaygrand.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.