Patricia McCauley

President and CEO - Inside out Solutions Inc.

Patricia McCauley founded InsideOut Solutions in 1995 to help small business properties market themselves. She uses her personal experiences in marketing her restaurant and her education and passion as a foundation for marketing unique lodging properties such as bed and breakfasts, boutique lodges, and dude ranches.

InsideOut has developed branding and collateral for thousands of hospitality clients over the years and thoroughly understands the hospitality market.

Patricia will share with you her knowledge of changes and trends in digital marketing and web design and how you can market your property with the tools she presents. Her presentations are interactive and engaging, and she is a favorite presenter at conferences in the hospitality industry. You will leave her presentation with a concrete action plan on what you can do to help yourself.

InsideOut Solutions is the premier digital marketing company in the lodging industry. To contact her with questions, she can be reached at [email protected].

E Scot Fuller-Beatty

Co-Founder - The Bold Collaboration

E Scot Fuller-Beatty is a seasoned educator, high-energy conference speaker, webinar creator, and trusted consultant within the independent lodging industry. Audiences love his practical strategies and how he breaks down hard-to-understand topics, such as yield management, guest communications, Google, getting the most out of your website and booking engine, entrepreneurship, and creating profitable relationships with OTAs into easy-to-understand concepts. He challenges his audiences to leverage their skills and hyper-focus on what matters most in their business. With a background in education, research, sales, culinary arts, technology, and entrepreneurial leadership, his 25-year career has been a whirlwind of adventure. Scot worked his way up from entry-level positions at restaurants, bars, and sales while teaching full-time. Then, in 2009, Scot left teaching and purchased a bed and breakfast in gorgeous Portland, Maine, transforming it into the 10-year recipient of the coveted Travelers’ Choice Award and GreenLeaders distinction. After 11 years of operation, Scot leases his property to his long-time innkeeper. In 2016, Scot joined a start-up lodging technology company where he worked with hundreds of property owners and staff to significantly increase revenue and create processes to achieve a better work-life balance. Scot recently took his own business advice and decided to continue sharing his knowledge and lending a helping hand to lodging owners and staff as an industry consultant. In 2022, he co-founded The Bold Collaboration, a consulting agency specializing in independent lodging. Scot is passionate about helping his clients through research and education and strives to be a visionary for the lodging industry. Professionally, Scot was elected to the Association of Lodging Professionals Board of Directors in 2021 and now serves as the Board Chair. From September through December 2022, Scot served as the Interim CEO of the association during the CEO search process. He returned to Board Chair on January 1, 2023. Personally, Scot loves to travel, ski, and cook and lives in Portland, Maine, with his dogs and husband, all of whom bring him joy and drive him crazy, on the daily.

Wynn Salisch

Principal - Casablanca Payments

Wynn J. Salisch, CHS, is the Founder and Principal of Casablanca Payments, a division of Casablanca Ventures LLC, and has over 50 years of experience in leisure industry development and operations. He helped create and direct the award-winning historic Montauk Yacht Club & Inn in the Hamptons on Long Island which started as a six-room bed & breakfast inn and grew into an acclaimed 200-room luxury grand resort hotel-spa-marine inn-executive conference center that hosted Elizabeth Taylor, Estee Lauder, the Governor of the State of New York, and the launch of the Aramis cologne brand, and was featured in the ABC network television series Revenge. He went on to own a successful restaurant in East Hampton NY and direct operations at the historic West Side Tennis Club in Forest Hills NY and its famed 16,000-seat Forest Hills Stadium (“America’s Wimbledon”) and the ABC Sports-telecast World Championship Tennis Tournaments of Champions at Forest Hills. He’s also guided over 1,000 entertainment and food & beverage operations on literally every continent on the planet, as well as across Oceania and the High Seas. A graduate of The School of Hotel Administration at Cornell University, Wynn has been a Partner on the Electronic Crimes Task Force of the U.S. Secret Service and was awarded the Electronic Transaction Association’s Certified Payments Professional designation (earned by less than 1% of the payments industry). He’s on the boards of the Association of Lodging Professionals and the Hospitality Financial and Technology Professionals (NYC chapter), and is a member of CABBI, CH&LA, Select Registry, New England Inns & Resorts Association, Southern Innkeepers Association, National Cybersecurity Alliance, and the Cornell Hotel Society. Wynn launched Casablanca 20 years ago as a merchant services education and brokerage firm with the mission of bringing five-star luxury hotel concierge-quality service to the payments industry, and to rescue friends and associates from fast-talking credit card processor salespeople claiming to offer savings but leaving them with hidden high costs, confusing fees, and poor service. The company now serves nearly 1,000 clients nationwide with analysis, education, and payment processing and technology solutions, and works with dozens of top-notch technology providers to find the best solutions for their clients’ specific needs. With its origins in luxury hospitality, the company's laser focus on exceptional customer service has resulted in the highest client loyalty rate in the payments industry according to over a dozen national processing companies. Casablanca’s assistance is always completely free and without obligation, and clients keep 100% of all savings.

Scott Crumpton

CEO - White Stone Marketing

After graduating in Agricultural Business Marketing from California Polytechnic State University, San Luis Obispo, Scott’s career ambitions quickly pivoted after he and his wife Allison purchased the Oregon Bed and Breakfast Directory in 1994. The paperbound directory was a cooperative marketing project that featured 300 bed and breakfast inns throughout the state of Oregon. Shortly after assuming ownership of the publication, the internet took on a life of its own. Scott’s lightbulb moment hit and he realized that the guidebook could easily transition into an online directory. He put the wheels into motion, saved a few forests, and retired the printed version by launching one of the first online bed and breakfast guides in 1995. The rest as they say is history. But the story doesn’t stop there. As an online publisher, Scott segued his passion for travel and hospitality by creating a service to help luxury inns, boutique hotels and special event venues turn their passion into profits through digital marketing initiatives. Scott has been an industry trailblazer having founded the first internet marketing agency solely dedicated to bed and breakfast inns and creating the original e-commerce tracking code – a tracking system for innkeepers and hoteliers that traced reservation dollars back to the original source. His vision for excellence has produced some of the best design work in our niche industry. Today Scott oversees the company’s growth and works directly with clients. Recently White Stone Marketing expanded its capabilities with the launch of its new wedding and special events marketing department. Scott is often asked to speak at industry events and is considered an expert in his field

Name

Consultant - Blum HD

For over 30 years Richard Blum has been a leader in the hospitality industry, specializing in operations and management education and training for independent Inns and restaurants. Driving companies and start-ups to success through effective strategic planning, leadership development, and implementation of best management practices. Business planning and business start-ups Being a part of over 20 business openings or re-grand openings of hospitality properties grossing at least $2 million has given Blum extensive experience in starting and operating a business. Closely collaborating with business owners and directors Blum works to identify weaknesses of their businesses and outline solutions to increase efficiency in marketing management and customer satisfaction. These options are available ● Location research and site selection ● Feasibility studies ● Concept development ● Forecasting and Strategic planning ● Writing and editing business plans ● Construction project management ● Initial “Gorilla” marketing ● Event planning (grand openings, fundraisers, promotional) ● Creating and implementing all operating processes and procedures ● Hiring and training, and operational management ● Customer service training specialist All aspects of a successful start for any business. Our experience allows us to take on these projects and ensure completion at the highest expectation level. Throughout his career, Blum has developed and customized programs for each client. Developing training programs for all areas of the operation. Writing position-specific training manuals and implementing all procedures to ensure flawless execution for the long term. Creating “Train the Trainer” programs to ensure consistent training. Cultivating a culture of excellence and a staff that is always looking to improve customer service and as a business. Leadership, Ownership, and Staff, Training, and Development Just as important to the successful opening, ongoing training and development at all levels of staff (including owners) are essential to the success of any business. We offer the following: ● Develop training programs for all areas of the operation ● Writing position-specific training manuals, and implementing all procedures to ensure flawless execution for the long term ● Creating “Train the Trainer” Programs to ensure consistent training ● Develop a culture of excellence and always look to improve as a business Having all the procedures and processes does not help a business unless there is consistent direction from qualified leadership to perpetuate a culture of excellence. ● Hiring, leading, and coaching General Managers, and their Managers is where we have the largest impact. We teach a hands-on leader a value-based leadership style that will, after training, understand how to motivate and get the best from staff today. ● We offer the creation and implementation of customized Management Training Programs A current project’s scope of work involves a complete business analysis, breaking down each P\L line item to identify gaps or opportunities. We then create and implement the steps to fix each issue at hand. Beginning with restructuring all accounting procedures and budgets, then renegotiating contracts with vendors. The next step involves identifying opportunities to reduce costs and increase revenue. Finally retraining ALL management staff and front-line employees for long-term success and clarification of all processes and procedures is important. Business Operations / Business Strategy / Professional Consultant Identifying the key performance indicators for the business, then creating a step-by-step plan to maximize the business's success. ● Property and business inspection and analysis ● Extensive P/L and accounting experience ● Budgeting and planning ● Inventory control expert ● Up-to-date marketing strategy, with over 20 years of experience ● Very proficient at Change Management Most employers today are seeking team players that are levelheaded under pressure, upbeat, customer-driven, honest, reliable, and dedicated to the success of the company. Along with these qualities, Blum trains key members of the staff - a value-based style of leadership that gets things done and done correctly for long-term success. Rick’s background was very helpful for past involvement with AIHP’s 2019 Knowledge Sharing Summit and Marketplace where he was part of the planning committee as the chairperson for the back of the house and guest experience paths of content. While Rick does have his own company, he works with Linda Hayes under ijk Partners when needed. At the 2020 Association of Lodging Professionals’ Annual Conference, they co-presented a session about compensation packages for salaried, hourly, and seasonal staff.

Paula Chenchar Hanus

Owner/Innkeeper - Larch Pine Inn Bed & Breakfast

Along with her husband Ken, Paula Chenchar Hanus is the owner and Innkeeper of Larch Pine Inn Bed & Breakfast in the small resort town of Clear Lake, Iowa. They bought the Inn in January of 2018 and in the Spring of 2021 (just 3 short years later) they were awarded Outstanding Lodging Property in a small market by the Iowa Tourism Office. While this was a huge surprise, and they are most certainly honored, Hanus believes it was no accident. Hanus has a Master of Fine Arts degree in design with extensive research on how to build a strong brand and decades of experience building strong brands in her roles as executive director, creative marketing director, brand consultant, art director and more. Today she considers herself both an innkeeper and an experience designer; which means she gives very careful consideration to the moments of engagement between the guest and the brand experience and the ideas, emotions and memories these moments create. Her academic research was on the Oprah brand and how those behind the Oprah brand were able to create more meaningful connections with their audience. These types of connections are harder to create, take more time and cost more money, but in the end, they are more valuable to the customer and turn customers into brand advocates. She is often asked to speak at conferences, workshops and other events about her research and how she has applied this research to industry. She has been married to her husband Ken for decades and is the mother of three grown boys.

Nancy Malikie

Hospitality Consultant - MTN Professionals

Montana native Nancy Malikie and her husband specialized their small Bed and Breakfast/boutique Inn for couples. Purchasing an abandoned 1903 Victorian Mansion, they renovated it into a high end Luxury Bed and Breakfast and Event Center. The Mansion renovations catered to an atmosphere of years past with the touches and comforts for today’s traveler. Offering full concierge services, assisting guests with experience enhancements, creating stress-free travel all while increasing revenue for the business. Full wedding coordination was included in the services allowing for the Bride and Groom to host their special day stress free, filling a niche, and increasing revenue of the small boutique property. Changing the off season of the property to include private dinner parties for up to 40 guests on the main floor allowed for year round consistent revenue. During the course of operations they have specialized in -Designing and creating website and Brand, including marketing, blogging, and social media platforms. -Creating and working within a budget for business as well as renovation projects. -Designing and creating English garden event space, including personal handling and maintenance of grounds. -Quickbooks and Property Management software, utilizing reports to review booking pace and implementing Yield management. -Event and Wedding coordination, including creating floral arrangements, set up design, customizing menus/preparing/plating/serving up to 150 person events. After selling, Nancy and her husband created MTN Professionals, a specialized hospitality and consultation service. With vast knowledge and experience in the day to day operations of a small lodging property they are excited to assist clients in expanding/improving current operations or assisting the new owners to evaluate and incorporate their personal style. Working well with others, levelheaded under pressure, positive attitudes, full of integrity, reliable, customer driven and dedicated to making the property the best it can be, culminate perfectly to assist clients in whatever needs they may have.