Editorial Board   Guest Author

Mr. Hirsch

Jeffrey Hirsch

Founder and President, The Right Brain Studio, Inc.

Jeff Hirsch is the Founder and President of The Right Brain Studio and Adjunct Professor in the graduate Communications Management program at the University of Southern California's Annenberg School for Communications & Journalism. His research insights, business development strategies and new product ideas are responsible for hundreds of millions of dollars in revenues for some of the world's top brands such as Caesar's Entertainment, Disneyland & Disneyworld, Pepsi, Colgate-Palmolive, General Mills, Johnson & Johnson, Brown-Forman, Pizza Hut, Taco Bell, Anheuser-Busch and many others. Mr. Hirsch started his career in advertising account management at DKG advertising in New York City. After working on various brands for the agency's Brown-Forman account, the client hired him to work directly for the company at its Louisville, KY headquarters in Brand Management on the Old Forrester Bourbon brand and innovation projects. He later went on to work on various General Mills brands in Account Management at Campbell-Mithun Advertising, and on the Apple business at Chiat/Day Advertising. Frustrated by the advertising business's categorization of “creativity” - if one department was “creative” by definition, did that mean that all the others weren't? - Mr. Hirsch launched his own business to inject a higher level of creativity and right brain-thinking into the strategic planning process. Many years later, the Right Brain Studio's clients show tangible success based on the company's ability to “connect the dots other people don't' see” and “curate emotions” to zero in on deeply held values and feelings that dictate brand choice. An avid reader, golfer, filmgoer and music lover, Mr. Hirsch enjoys performing solo - or joining his band - at local clubs and events. He also maintains his availability, should the team need his talents, to play center field for the New York Mets. He has an M.S. in Advertising and a B.S. in Communications from Northwestern University.

Please visit htttp://www.therightbrainstudio.com for more information.

Mr. Hirsch can be contacted at 818-400-7922 or jhirsch@therightbrainstudio.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.