Editorial Board   Guest Author

Ms. Natale

Amber Natale

President, Smarthinking Inc.

Amber Natale is the president of Smarthinking Inc. A creative in her own right and also an expert in logistics and operations, Ms. Natale leads the operational side of the business by brainstorming strategies, formulating how they will successfully work, and how to best execute them.

Ms. Natale brings a wealth of knowledge working in notable agencies across the globe such as Roberts Communications in Rochester, New York; Research International in London, England and CMP Media in New York City.

Later in her career, she transitioned from the agency side to the client side of business in executive management roles with the Benjamin Hotel and Chelsea Piers in New York City, as well as Doylestown Hospital outside Philadelphia. Ms. Natale holds a Bachelor of Science in Marketing from State University of New York College at Oswego.

Smarthinking Inc. is an integrated brand development agency with a distinct focus on real estate and hospitality. Founded in 2006, the agency was created to solve business challenges through the creation of compelling stories that businesses tell every day in a variety of mediums. For a brand to be a viable success, the agency believes the brand message has to be strategically incorporated into every aspect of the operation. In order to truly differentiate each client's product, Smarthinking follows the guiding principle of, THINK CRITICALLY, ACT CREATIVELY. This has molded the agency's reputation for delivering inventive and imaginative concepts.

Please visit http://www.smarthinkinginc.com for more information.

Ms. Natale can be contacted at +1 786-373-6077 or amber@smarthinkinginc.com

Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.