NEWH - Spring 2013 - (Page 28)

Q&A A conversation with Jacob Cross NEWH Inc.’s marketing communications chair, and the marketing and public relations director for the Puccini Group Why did you want to become involved in NEWH? It was the only organization I could find that brought together so many talented professionals from across the country. Many of the people you will find at different tradeshows and industry events seem to have one thing in common, NEWH. Everyone works so hard regardless of the chapter and it’s inspiring to see everyone working towards something bigger than anything any of us could do alone. What do you hope to accomplish this year in your new role? What are you most looking forward to? I look forward to helping with the online endeavors of the organization. I think marketing/PR has reached a point where we can now communicate, in many cases, faster and more effectively online. That’s not to say traditional efforts aren’t as important. Why hospitality? What do you love about this industry? The idea that it creates an experience has always appealed to me. I love it because it brings together so many different backgrounds, skill sets, and areas of expertise with one goal in mind—to make someone feel at home. What could be better than that? Plus the constant eating and drinking is a natural perk. What projects is the Puccini Group currently working on? Any highlights? We are constantly working across the globe but at this moment there has been a surge in Asian and South American projects, which has been exciting. We are also doing around four to five concept strategy reports a month, which has me on the road nonstop, researching, and trying the best restaurants across the globe. You just moderated a panel about social media at the NEWH Leadership Conference. What are some takeaways or lessons learned from that discussion? • Consistency, consistency, consistency! If you are going to do it, then do it! • Find someone who is truly passionate about it in your organization. Don’t just assign it as a task. • Ask yourself, what are your goals with social media? Let that drive your strategy. • Understand that a good social media presence should drive traffic to your website. • Follow brands you think are doing it well (this includes brands outside of your industry). What other influencers/trends are you and the Puccini Group paying attention to in your work? For me personally, the biggest influencer I have my eye on is Niki Leondakis. Where she was able to take Kimpton was such a testament to her leadership. I think she revolutionized the hotelrestaurant perception in a way that a company’s culture shifted its paradigm on the importance of them and can’t wait to see what she does as Commune’s CEO. What’s new and exciting in San Francisco? • State Bird Provisions and Rich Table—two hot restaurants just nominated for a James Beard Award • Hotel Zetta, featuring a restaurant by the owner of Marlowe and Park Tavern • M.Y China by Martin Yan When you are not working or at an NEWH event, where can we find you? On the road traveling for work or pleasure, and when I’m in San Francisco, I can usually be found taking full advantage of the beautiful scenery on a hike up north. ❙❘❚ 28 www.newh.org http://www.newh.org

Table of Contents for the Digital Edition of NEWH - Spring 2013

NEWH - Spring 2013
Table of Contents
News
Who’s Who
Sustainability: Point of View
Award of Excellence
Q&A: Brooke Taylor
Q&A: Stephanie Tristani
Q&A: Jacob Cross
Have You Seen?
Product Know How
On the Scene
For Lily Jack, it’s all in the details
Project: Revere Hotel Boston
Project: Indigo Garden Curacao
Save the Date
New Members
Partner Profiles
Ad Index

NEWH - Spring 2013