Editorial Board   Guest Author

Mr. Mills

Scott A. Mills

General Manager, The Beverly Garland

Scott A. Mills is a second-generation hotelier with more than 25 years of hospitality experience. Mr. Mills brings a vast resume of hotel and restaurant management and deep roots in the Los Angeles area to The Beverly Garland. In this role, Mr. Mills leads the re-brand to The Garland and $20 million dollar renovation of the iconic North Hollywood hotel, which is set to debut summer 2014. Mr. Mills' impressive resume in the hospitality industry makes him an asset to The Beverly Garland team. Throughout his experience in the industry, from directing food and beverage concepts to managing general operations and guest experiences, Mr. Mills has successfully overseen numerous hotel and restaurant launches, re-openings, renovations and complete rebrands. Mr. Mills' career began shortly after he graduated with a Bachelor of Science Degree in Hotel Administration from the William F. Harrah College at University of Nevada, Las Vegas. His first hotel management position was at the marquee Four Seasons Hotel Los Angeles at Beverly Hills, where he held numerous leadership roles that lead to nearly eleven years of promotions at four properties in the Four Seasons brand. Since then, Mr. Mills has been at the forefront of several hospitality operations including his role as assistant director of food and beverage at the Four Seasons Resort and Club in Dallas and at the The Beverly Wilshire, a Four Seasons Hotel, where he re-launched the property's signature restaurant, THEBlvd. As opening director of food and beverage at the Four Seasons Hotel Silicon Valley, the brand's first boutique-styled property launch, Mr. Mills was responsible for the launch of local favorite Quattro Restaurant and Bar. Later, Mr. Mills worked as general manager at the iconic boutique Avalon Beverly Hills, a Viceroy Hotel, where he was responsible for the re-concept and launch of the property's Oliverio restaurant, which replaced the former blue on blue concept. Mr. Mills also spearheaded the complete renovation and re-positioning of the Chamberlain West Hollywood, a Viceroy Hotel, in Los Angeles and was most recently vice president of hospitality operations for The Siegel Group in Las Vegas, which included managing all aspects of the group's portfolio of four hotels and the corporate office.

Mr. Mills can be contacted at 818-980-8000 or smills@beverlygarland.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.