Editorial Board   Guest Author

Mr. Bendaña

Fred Bendaña

Senior Vice President, Sales and Marketing, Creative Producers Group

Fred Bendaña is Senior Vice President for Creative Producers Group, a leading producer of large-scale business meetings, special events, media production, and marketing communications. In his role, Mr. Bendaña leads new business development; existing customer growth and retention; brand and market communications; and overall top-line sales and profit growth. Mr. Bendaña has more than 15 years of experience supporting leading multinational clients with customer marketing and employee engagement endeavors. Prior to Creative Producers Group, Mr. Bendaña worked in various sales leadership roles at Maritz Motivation Solutions, the unit of Maritz Holdings that designs and manages customer loyalty solutions, employee recognition, sales and channel incentives for leading Fortune 500 clients. Mr. Bendaña earned his undergraduate degree in international business and marketing from Saint Louis University and an M.B.A. from Washington University in St. Louis - Olin Business School. He serves on the Maritz Corporate Giving Council, the alumni board of Washington University, the advisory board for the Global Retail Marketing Association (GRMA), the marketing committee for the board of directors’ at the Magic House, a Children’s Museum in St. Louis, and is active in the American Marketing Association.

Mr. Bendaña can be contacted at 314-367-2255 or fbendana@getcreative.com

Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.