Editorial Board   

Mr. Portugal

Marc Portugal

Director of Marketing, Bortz Group of Companies

Marc Portugal is an experiential marketing professional with twelve years of accomplishments in launching brands and associated experiential marketing programs - including events, sponsorships, partnerships, and more - with a keen focus on the mindspace, feelings and rituals of consumers. Whether it's an e-mail campaign or a fashion show; a guerilla campaign or a fundraiser - Marc firmly believes in the "4th" dimension of experiential marketing. He addresses mind, body, spirit AND community when implementing marketing programs. Marc practices "experiential empathy" every step of the way - deeply focused on and concerned about the genuineness and consistency of audience feelings and relationships - not merely demographics, statistics, or out-dated traditions. In 1998, after several internships and completion of undergraduate studies, Marc began at KBA Marketing where he activated brand sponsorships and events across the country for various clients. Turning both conventional and unorthodox venue spaces into lifestyle lounges, sampling stations, fashion shows and concerts, Marc delivered the promise of the clients' brands and aided in renewed AOR status. Marc's most notable achievement includes the brand launch of the Palms Casino Resort in Las Vegas, and the N9NE Group venues it houses. As founding Marketing Director, Marc first brought the Palms and N9NE Group to life in the backyard of the famed Playboy Mansion - giving key influencers a sneak peak of what was to come. Upon opening, Marc founded ground-breaking marketing partnerships with Playboy, MTV, Red Bull, and other brands that helped elevate the Palms to the status of Boutique Casino Resort, and arguably reinvented standards for lifestyle branding and nightlife-driven entertainment nationwide. Currently, Marc resides in Chicago and consults for the Bortz Group of Companies - a lifestyle and entertainment development firm specializing in the branding, marketing, and operation of salon/spas, nightclubs, sports leagues, and associated experiential integrations of sponsor and partner brands including but not limited to AVEDA, Belvedere Moet-Hennessy, Miller-Coors Brewing, Opt-It, and others. Marc specifically applies experiential strategies to the electronic and online spaces to effectively and affordably retain consumers across multiple profiles and brands. In his spare time, Marc volunteers for PAWS: Chicago-'s largest no-kill animal shelter, and turns to his favorite Martin guitar - aspiring to move beyond a self-described "novice grunge" level. He focuses overwhelming attention and emotion on the love of his life - an 80-lb Rottweiler named Princess Leia.

Mr. Portugal can be contacted at 312-850-8186 or marcportugal@yahoo.com

Coming up in September 2020...

Hotel Law: Protecting Guest Privacy

Every business is obligated to protect their customers from identity theft but unfortunately, data breaches have become all too common. In an effort to protect a guest's right to privacy and to safeguard their personal data, the European Union passed a General Data Protection Regulation (GDPR) that could hold hotels legally liable for any breaches that expose a customer's sensitive personal information. Though the GDPR only pertains to EU citizens' data, any international business that mishandles their data can be legally responsible. Another legal issue of concern is the fight involving hotel "resort fees." Several states attorney generals have recently filed suit against two major hotel chains in an effort to litigate this practice. Their suit alleges that these companies are "engaged in deceptive and misleading pricing practices and their failure to disclose fees is in violation of consumer protection laws." The suit seeks to force the hotel chains to advertise the true price of their hotel rooms. There are several other legal issues that the industry is being forced to address. Sexual harassment prevention in the workplace is still top of mind for hotel employers-particularly in New York and California, which now statutorily require harassment training. Hotels and motels in California will also soon be required to train all their employees on human trafficking awareness. Immigration issues are also of major concern to hotel employers, especially in the midst of a severe labor shortage. The government is issuing fewer H2B visas for low-skilled workers, as well as J-1 visas for temporary workers. Though there is little hope for any comprehensive immigration reform, hotel lobbying groups are actively seeking legal remedies to alleviate this problem. These are just a few of the critical issues that the December issue of the Hotel Business Review will examine in the area of hotel law.