Editorial Board   

Mr. Tess

John Tess

President & CEO, Heritage Consulting Group

John Tess started Heritage in 1982 when the historic preservation field was still in its infancy. Mr. Tess was working at the Oregon State Historic Preservation Office, responsible for reviewing HTC applications. He saw that developers and architects were submitting applications where they clearly did not understand the program rules, and also did not put their projects in a favorable light.

Mr. Tess believed that, with proper guidance, applicants could secure NPS approvals quicker, achieve an overall better project and, by being efficient, be more profitable. These were the guiding principles he used to form Heritage. With the firm based in Portland, Mr. Tess quickly established a reputation as a tenacious advocate for his clients.

By the 1990s, Heritage dominated historic preservation work in Oregon and Mr. Tess actively pursued HTC work across the country. Heritage secured projects in San Francisco, Seattle, Chicago, Washington, D.C., Miami Beach and other major metropolitan areas. Many of the projects were historic boutique hotels, only then becoming popular.

As with Portland clients, national clients appreciated Mr. Tess's tenacity, creativity and advocacy. One of the few tax credit consultants whose roots go back to the beginning, Mr. Tess is well regarded as a voice for the private developer in the continuing public debate on how to create better HTC program. It was for this perspective that he was asked by Presidential First Lady, Laura Bush, to participate in Preserve America, a national summit to review historic preservation in the United States, and to offer strategic direction moving forward in the 21st century.

In addition to frequently speaking at conferences for both public and private sectors, he also has a regular column in Novogradac's Journal of Tax Credits. Mr. Tess is a board member of Preservation Action, the National Housing and Rehabilitation Association and an active participant in the Historic Tax Credit Coalition, sitting on their Historic Preservation Committee.

Over the years, he has sat on many Governor-appointed boards, appointed by Governor Theodore Kulongoski to Oregon's Task Force on Historic Property, and was elected its Chair. He currently serves as a Governor-appointed board member of the Oregon Cultural Trust.

Mr. Tess can be contacted at 503-228-0272 or jmtess@heritage-consulting.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.