The Brown Palace Hotel & Spa Appoints David Larson as Director of Food & Beverage

USA, Denver, Colorado. March 11, 2019

The Brown Palace Hotel & Spa, proudly announces the appointment of David Larson as Complex Director of Food & Beverage — a pronounced addition to the property's distinguished F&B team. In this role David will oversee all food and beverage operations for the 241-room iconic landmark and the adjacent 231-room Holiday Inn Express Denver Downtown, part of The Brown Palace hotel complex — boasting six diverse and seasonally-inspired restaurants and lounges, catering, conference services and banquets.

Larson brings more than 28+ years of industry involvement, since beginning his career in 1991, David gained more than a decade of know-how, at The Brown Palace serving in the Food & Beverage department, before transitioning into the hotel sector and serving at multiple notable hotels in Texas, Arizona and Colorado. However, Larson joins the property most recently from The Inverness Hotel & Conference Center, located in Englewood, CO. where he served as the Director of Operations.

With David's extensive experience and knowledge of the property, the team is eager to have him at the helm of it's six distinct restaurants and bars, including the nine-story Atrium, celebrated Ellyngton's and crown jewel Palace Arms. Having satisfied presidents, prime ministers, film stars and celebrities alike since 1892, The Brown Palace Hotel & Spa is a beloved destination for unforgettable epicurean experiences and eclectic offerings, sure to fulfill all cuisine cravings.

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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.