Mr. Adams

Lawrence Adams

Principal

ForrestPerkins

Lawrence Adams, AIA, Principal of ForrestPerkins, is a global authority on hotel and resort design. Mr. Adams co-authored Hotel Design, Planning and Development with Richard Penner and Stephani Robson. It followed the original 422-page edition of Hotel Design, Planning and Development, often referred to as the “bible” of the hotel industry, which Mr. Adams co-authored with Walter Rutes and Richard Penner and which was published in 2001. Both tomes were written for architects, designers, developers and hotel executives as comprehensive and professional guides for hotel and resort design and development.

Mr. Adams has managed and directed the design of large-scale development projects at major architectural and planning firms for the past 35 (thirty-five) years. With a specialty in hotel design, Mr. Adams served as adjunct faculty at New York University for nine years teaching Master’s Degree courses on Hotel Design and Development. His most significant projects include the New York Four Seasons Hotel, on which Mr. Adams collaborated with I.M. Pei; the Chambers Hotel, which he partnered with the Rockwell Group to design; and the RIGHA Royal Hotel, which is now called The London.

Over the last several years, Mr. Adams became interested in the intersection of luxury hospitality and luxury senior living. He has been involved in the design of a number of senior living properties and sees the two specialties as interrelated, given the affluent and large population of baby boomers. So, in addition to Mr. Adam's direction of some of Forrest Perkins’ important hotel and resort projects, he leads the firm's new focus on this growing segment. Mr. Adams is based in ForrestPerkins' Dallas office, is certified by NCARB, and is a registered architect in New York, Massachusetts, Kansas, Mississippi, Louisiana, Texas and the District of Columbia.

Mr. Adams can be contacted at 214-953-2210 Ext 1115 or ladams@forrestperkins.com

Coming Up In The February Online Hotel Business Review




Feature Focus
Social Media: Interacting with the Hotel Customer
Consider these astonishing numbers: 1.49 billion active monthly Facebook users. 1.1 billion active monthly YouTube users. 320 million active monthly Twitter users and nearly 400 million registered users on LinkedIn. 400 million active monthly Instagram users and 200 million active Google+ users. The power and reach of social media is an awesome force and it has transformed how hotels interact with their customers. In the past year, social media advertising spending increased 33.5% to nearly $24 billion dollars. Social networks are being utilized by hotels to reach more visitors, expand brand awareness, enhance brand reputation and to establish more direct and personal communication with their customers. Savvy hotel operators are adopting a comprehensive social media strategy, and there are several emerging trends to note. Video continues to be a powerful and influential element in social media marketing, with 70% of companies saying that it is their most effective marketing tool. Video generates a 62% higher engagement rate than photographs alone, and with new social sites like Meerkat and Periscope which offer live video streaming, those numbers will only increase. Sponsored content is another growing trend. Though advertorials have been around for decades, hotels are finding new ways to maximize the visibility of their content. Some are placing sponsored content on Facebook, or on influencer blogs. Another trend is the integration of a “Buy Now” button into social media websites. Customers will be able to make purchases without ever having to leave their favorite social sites. This development is a major convenience for customers and should also be an additional revenue source for hotels. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.