The Northeast Hotel Investment Forum (NEHIF) announced today that its centerpiece program for its November 1, 2018, meeting will be “Soft Brands Explained.” Top hotel industry executives will walk through the process in explaining the pros and cons of a soft brand. Soft brands being an alternative to the traditional flag, collection or independent options.
Although soft brands have been part of the landscape for several years there are many owners who ask should I go with a flag, a soft brand, a collection or remain independent? A panel of industry experts will discuss these issues from the perspective of cost, efficiency, and standards. They will expand on the thought process of making the decision to better illustrate the nuances of the soft brand environment from the perspective of a brand, a collection, an owner, an operator and a designer.
The panelists are Harry Wheeler (AIA, NCARB, LEED, Principal, Group One Partners), David Roedel (Business Development Officer, Roedel Companies), and Tom Lorenzo (VP & Managing Director, Development for Canada & Northeast Region U.S., Hilton).
JP Ford (CHB, ISHC, Senior Vice President and Director of Global Business Development, Lodging Econometrics) and Jim O’Connell (Principal, HREC) will also participate in the meeting’s program and provide information, forecasts, and analysis on hotel and performance. The program and panel will be moderated by Russell Savrann of Sandman Savrann, a national law firm devoted to the hospitality industry.