Barry Parrish

Barry J. Parrish

4784 Dream Catcher Ave, Las Vegas, NV 89129
702-863-4041 | 2barryparrish@gmail.com

AWARD-WINNING MANAGEMENT & MARKETING EXECUTIVE

Innovative, strategic and visionary executive with diversified experience in high-profile environments at major corporations and renowned advertising agencies, not-for-profits and startups.

Marketing Strategist
Unique combination of analytical and creative skills, able to see the “big picture” and take concepts to reality. Expert in integrated marketing development and creating innovative strategies to maximize growth opportunities. Problem solver and critical thinker with excellent oral and written communications skills.
Brand Development
Proven reputation for increasing awareness, establishing brand positioning, leading product launches, developing comprehensive programs which generate leads and build sales.
Marketing Communications
Corporate and advertising agency experience combines to achieve better creative results, drive information, messaging and marketing communications that get results – winner of more than 100 awards for marketing, advertising and public relations excellence encompassing both traditional (tv, radio, print, etc.) and digital media (websites, online marketing, social media, SEM, PPC and SEO, etc.).
Team Leadership
Led departments of one, teams up to 400, consensus builder, empowers individuals and teams to exceed their greatest expectations. A team builder as well as team leader.
Sales Growth
Proven ability to grow start-up companies into $100 million organizations with multi-site operations, five-year sales growth records exceeding 1,000%.
Cost Control
Developed consolidation program to eliminate waste and duplication of effort, reducing annual operating costs by more than $400,000.
Maximize Performance
Excels at identifying and creating innovative strategies, strategic partnerships, key relationships, and building teams to deliver maximum financial and operational performance.
Customer/Franchisee/ Employee Relationships
Builds positive relationships of trust and integrity by understanding underlying needs, maintaining openness and transparency of programs, budgets and operations, strives for consensus, respect and awareness of singularity of goals and opportunities.
Strategic Partnerships
Highly effective building and expanding strategic partnerships, cooperative marketing and sales strategies which identify and secure new business opportunities.

Achievements

MARKETING STRATEGY / PLANNING
  • American Airlines co-op: Developed strategic alliance combining resources of American Airlines, Aston Hotels & Resorts and Condo Resorts International to create “Condo in Paradise,” a wholesale marketing and promotional campaign that became American’s international AAloha Condo program for Hawaii vacations.

  • AFM Hospitality Corp: Created multi-country barter advertising program for four brands with 30 hotels and restaurants in the USA, Canada and Indonesia to supplement cash expenditures.

  • Thomson/Apple Vacations: Established and coordinated four distinct strategic phases of the marketing program, each of which utilized a distinct medium to accomplish its goal. The new strategy helped the company sell more vacations in one summer than in all three previous summers combined!

  • Howard Johnson International: Created the industry’s most unique barter program, doubling marketing/advertising budget to $30 million.
BRAND MANAGEMENT
  • Always Best Care: Consumer marketing programs led sales increase for senior care franchise system from $9.56 million in 2010 to more than $104.5 million in 2015, growing company to become one of the largest senior care brands in the USA .

  • BlueWater Resort & Casino: Ended erosion of bottom line profit slide through VIP promotions and expanded, targeted advertising and promotions; instilled sense of pride and “ownership” among team members, launched employee recognition programs, loyalty programs, initiated committee approach to meeting employee questions and concerns.

  • BlueWater Resort & Casino: Initiated brand positioning efforts, guest services upgrades, VIP recognition events, new website development, ticket sales/services for 2,000-seat amphitheatre, new top-line monthly P&L reporting, expanded casino promotions, consolidation of resort and casino divisions.

  • Aston Hotels & Resorts: Rebranding often requires developing a theme which sets the company apart from its competition, is easily recognizable and memorable, is uniquely its own and not copyable by competitors. The theme created became the most recognizable among travel agents in the company’s 40+ year history, according to Questex research.
MARKETING COMMUNICATIONS
  • Reno & Lake Tahoe: Utilized marketing research to uncover consumer motivations, revamp total marketing communications program and launch new award-winning advertising campaign – engineering a dramatic repositioning and leading to the best increases in brand history.

  • American Airlines co-op: Conceived and implemented a cooperative program combining resources of multiple units of established brand, negotiated with and attained media placement primarily on a trade-for-rooms basis, accounting for 80 percent of program funding. Package sales for participating locations increased from 26 percent to 600 percent versus the previous year.

  • Aston Hotels & Resorts: Created promotional theme for a Hawaiian hotel/resort brand that was used in advertising and promotional efforts for more than 25 years

  • Personal (Barry J Parrish): Honored with more than 100 awards for marketing, advertising and public relations excellence, encompassing both traditional (television, radio, print, direct mail, outdoor, collateral) and digital media (website development, email marketing, search engine optimization, electronic newsletters, video blasts, podcasts and more).
CORPORATE COMMUNICATIONS / PUBLIC RELATIONS
  • Turning Stone Resort & Casino: Launched marketing program for only regularly scheduled PGA Tour event held on Native American soil, generating annual attendance of up to 30,000 persons and over $300,000 for participating charities.

  • Always Best Care: Led team efforts that raised $50,000 for three consecutive years in support of the Walks to End Alzheimer’s.

  • The Queen Mary:  Developed marketing and communications program that successfully positioned the RMS Queen Mary docked in Long Beach Harbor to serve as a business destination for meetings and conferences, broadly expanding its base from strictly a tourist destination.

  • Always Best Care: Created ABC PR Journal, an award-winning website that allowed more than 100 franchised offices to launch and implement their own individualized weekly public relations and promotional email marketing campaigns at no cost to the offices.
SALES PROMOTION
  • Cunard Cruise Lines: Developed the most successful, most imitated and award-winning family marketing and promotional program in the mid-level hotel category – Kids Go HoJo.

  • Howard Johnson International.: Created frequent guest program named by Tom Parsons of BestFares magazine on NBC-TV’s Today show as “the best deal in the travel industry today.”

  • BlueWater Resort & Casino: Customer appreciation promotions drove 50% increase in slots revenue for Arizona casino resort.

  • Sunterra Resorts: Developed member benefits program vacation ownership families, forging programs with American, Delta and US Airways, Stardust Casino, American West Steamship Company and others.

  • Turning Stone Resort & Casino: Introduced marketing program for Skaná, the Spa at Turning Stone; public relations efforts earned recognition in Condé Nast Traveler’s “Hot List” and as one of Spa Magazine’s “Best New Spas.”
PROCESS / PROJECT MANAGEMENT
  • Aston Hotels & Resorts:  Developed a combined cash/barter program to increase national magazine schedules while reducing cash expenditures by 47.5 percent, maintaining all previously scheduled advertising and expanding to critical new publications despite funding cutbacks.

  • BlueWater Resort & Casino: Developed divisional consolidation plan for Arizona resort to eliminate duplication and reduce payroll costs by $400,000.

  • BlueWater Resort & Casino: Initiated brand positioning efforts, guest services upgrades, VIP recognition events, new website development, ticket sales/services for 2,000-seat amphitheatre, new top-line monthly P&L reporting, expanded casino promotions, consolidated resort and casino divisions to eliminate more than $400,000 annually in excess costs.

  • Turning Stone Resort & Casino: Introduced new reservations portal with TravelClick and entry to GDS; supervised creation of five new websites; initiated first email newsletters and online marketing campaigns; increased email database from 40,000 to 250,000 in less than one year.
INTEGRATED MARKETING
  • Turning Stone Resort & Casino: Launched major casino resort’s first destination marketing/branding campaign – resulting in 253% increase in travel agent recognition of an “outstanding vacation experience” (source: Questex Media Research).

  • Sunterra Resorts: Created international branding program, developed consistent global brand standards and transitioned multiple outlets to a unified brand strategy.

  • Colgate-Palmolive International: Developed joint consumer/professional/educational marketing campaigns, working with subsidiary directors, Ministries of Health, Ministries of Education and national dental associations in 22 countries throughout Europe and Africa.
BRAND POSITIONING
  • Firstours (Carlson Travel Group): Created a “quality by association” approach to negate past difficulties, and move from a “low price” to “value” positioning. Resulting sales and marketing campaign generated a total dollar volume increase of 165 percent!

  • Always Best Care Senior Services: Utilized market and consumer research to establish viable and meaningful positioning for brand launching its first national consumer marketing program; resultant campaign earned more than 20 awards for marketing, advertising and public relations excellence.

  • Howard Johnson International: Led repositioning efforts for leading hotel brand, resulting in return to pre-eminence, addition of more than 100 new franchised locations, and upward mobility to become one of top ten brands in the USA.
DIRECT SALES & SALES LEADERSHIP
  • Reno & Lake Tahoe (RSCVA): Led sales team and developed marketing support to win 15-year development agreement for national championship venue with Professional Bowlers Association and Women’s PBA, resulting in more than 100,000 annual visitors to Reno/Tahoe area.

  • AFM Hospitality Corp: Led technology sales group in selling the hospitality industry’s largest high-speed Internet deal, valued at more than $2 billion.

  • Turning Stone Resort & Casino: Supervised corporate, tour & travel, education, association and military group sales for major casino resort, responsible for $25 million in group room nights.

  • BlueWater Resort & Casino: Led sales team for bus tours, travel agent and F&B sales as part of running all operations for 400-employee, $40 million casino resort in Arizona.

  • Grey Advertising, others: Led new business sales activities for major advertising agencies, winning accounts from such clients as American Express, Apple Vacations, Chicago Mercantile Exchange, Aston Hotels & Resorts, Littelfuse, Carlson Travel Group, Cunard Cruise Lines, Hitachi, First Family of Travel, Hawaiian Holidays, many others.

  • AFM Hospitality Corp: Supervised two Vice Presidents/Sales for room sales, restaurants and catering for 20 hotels in Wisconsin, Minnesota, Iowa, Idaho, Oregon, Washington and British Columbia.
MANAGEMENT, LEADERSHIP & TEAM BUILDING
  • Most importantly, I’m a team builder as well as a team leader. For example, people I have hired and/or supervised have risen to such positions (among others) as …
    • Executive Vice President for La Quinta Hotels
    • Vice President, Events for Realogy (parent company of Century 21, Coldwell Banker, Better Homes & Gardens Real Estate, others)
    • Vice President, Brand Strategy, MGM Grand Resorts
    • Vice President, Sales & Marketing, Univision
    • Vice President, Advertising & Broadcast, Estee Lauder
    • Vice President, Account Supervisor, Grey Advertising
    • Vice President Marketing & Advertising, Coldwell Banker
    • Vice President, Management Supervisor, Saatchi & Saatchi Advertising
    • Vice President, Sales & Marketing, The Warwick Hotel Seattle
    • Vice President Marketing, Knights Inns
    • Vice President of Operations, Century 21
    • Vice President, Sales & Marketing, Clise Properties – Hotel Division

Franchise Revenue Growth: 

$9 million to $104 million in 5 years

Million

Success Stories

STRATEGIC PARTNERSHIPS AND COOPERATIVE MARKETING BUILD BRAND AND INCREASE SALES
When the availability of condominium resort accommodations in Hawaii exceeded that of hotel rooms for the first time, Hawaii’s largest condominium management company (Aston Hotels & Resorts) found itself with more available condo accommodations than anyone – while the total Hawaii vacation market itself appeared to have plateaued. I developed “Condo in Paradise” – a cooperative program with American Airlines and other partners, which utilized a combination of unused room capacity, rental cars and airline seats to create a barter fund of more than $4 million in today’s dollars. In the first full month following introduction of the “Condo in Paradise” program, gross bookings increased 168 percent – nearly five time the increases the company had been generating prior to the launch of the program.
CREATING A NEW THEME, LOGO, AND PERSONALITY TO REBRAND A MAJOR RESORT COMPANY AND LAUNCH AN INTERNATIONAL EXPANSION OF A 40-YEAR-OLD BRAND

Long known as the Hotel Corporation of the Pacific, this Hawaii-based hospitality brand became Aston Hotels & Resorts as the company expanded its operations to include condominium and resort management on the US mainland, with plans to further expand to Pacific islands such as  Indonesia.

In a major rebranding effort, I create a blend of words resulting in the “Astonishing!” theme for Aston resorts. Because the theme utilized the Aston brand name, it could not be usurped by competitive hotel companies, and thus was uniquely Aston’s. And, unlike many campaign themes, the Aston product actually fulfilled the promise of the theme and was supportable by each resort.

The “Astonishing” theme became Aston’s most recognizable among travel agents in the company’s 40+ year history, according to Questex research. Aston continued use of the “Astonishing” theme for more than 25 years, making it one of the oldest and most durable themes in the hospitality industry.

COMPREHENSIVE RESEARCH UNCOVERS CONSUMER ATTITUDES, CHANGES MARKETING AND CREATIVE DIRECTION TO REVERSE DOWNWARD TRENDS

Despite spending millions in advertising utilizing a “friendly” campaign which touted “crowds were smaller, lines were shorter,” the number of visitors to Reno/Lake Tahoe had declined for three consecutive years, hotel occupancies declined, gaming revenues were declining or flat, motel occupancies were off substantially, and tax revenues were seriously lacking.

A study was conducted to determine what was important in making initial decisions to visit a gaming destination. We found potential visitors wanted crowds, they wanted noise, they wanted excitement and they wanted the idea of going to a popular, exciting place. Since Reno’s own commercials told potential visitors that “crowds were smaller, lines were shorter” it told those potential visitors not to visit Reno because it didn’t have what they were looking for!

Armed with this research, I engineered a dramatic repositioning of Reno advertising, leading to the best six-month period in Reno/Tahoe history in increases versus prior years.

USE OF HIGH-TECH AMENITIES AND NEW STRATEGIES TO BREATHE NEW LIFE INTO BRAND THAT WAS SEEN AS OLD AND STOGY

Howard Johnson was an older and somewhat “stodgier” hotel brand than its newer competitors. Hotel occupancies were flat at best, and loyalty among our key target audience (families traveling with children) was eroding. To provide an incentive to families traveling on vacations and generate excitement among both consumers and hotel managers, I adapted our Kids Go HoJo program and entered into a strategic alliance Sega of America – at that time the number two video game company in the USA. We then “adopted” Sega’s Sonic the Hedgehog – leading edge, high tech, computerized, modern, fun. Sega then provided Game Gear video games at no cost to every hotel in our system. We bombarded consumers with value-added incentives.

Kids Go HoJo with Sega became the most successful, most imitated (within two years, at least nine other brands launched similar programs) and the most award-winning family marketing program in the mid-level hotel segment.

EXPANDING MARKETING POWER THROUGH BARTER FUNDING IN LIEU OF CASH FOR MAJOR CRUISE LINE

Terrorism, hijackings, bombings, kidnappings and other negative influences had seriously impacted Cunard Cruise Lines’ marketing efforts, and resulted in severe reductions in available funding.

I developed a combined cash/barter program in which Cunard was able to increase its national magazine schedules while significantly reducing its cash expenditures by utilizing unused or excess cruise cabin capacity on a trade or barter basis.

This resulted in Cunard reducing cash expenditures by 47.5 percent (saving more than $4 million!), maintaining all previously scheduled advertising an expanding to critical new publications despite funding cutbacks.

DEVELOPING A DESTINATION BRANDING STRATEGY TO EXPAND SCOPE OF MARKETING EFFORTS, INCREASE AWARENESS AND ESTABLISH PRODUCT DIFFERENTIATION

Turning Stone Resort & Casino in upstate New York was a complex with four hotels, five golf course (including a PGA Tour venue), two spas, more than 120,00sf of gaming space and many other amenities.Management sought to expand its customer base beyond traditional local “drive” markets .As VP of Sales, Marketing & Entertainment, my first step was to develop an infrastructure and online booking engine that was dynamic, modern and easy-to-use. With the internals in place, I launched a destination marketing campaign with a meaningful brand position, creative theme, target audience identification program, and media plan that generated memorable awareness and recognition of resort attributes.

The new campaign resulted in a 58% increase in overall brand name awareness among travel agents, an incredible 253% increase in agent perceptions of Turning Stone providing “an outstanding vacation experience,” and increases in recognition in all critical areas: Luxurious resort accommodations, outstanding golf, and unique spa experiences.

INTEGRATED MARKETING ENCOMPASSES TRADITIONAL (TELEVISION, RADIO, PRINT) AND DIGITAL (ONLINE ADVERTISING, SEARCH ENGINE OPTIMIZATION, PAY-PER-CLICK, WEBSITE, ELECTRONIC NEWSLETTERS) TO BUILD MARKETING POWER AND ESTABLISH NEW BRAND, RAPIDLY INCREASING LEADS AND REVENUES

Always Best Care Senior Services had no national advertising fund, no marketing department, and no national advertising program. Compounding this was an explosion in industry competition – national brands grew from 12 in 2007 when Always Best Care began franchising to more than 50 by the end of 2014, putting even greater pressure on franchise performance.

I established the first National Advertising committee of franchisees, launched the first national advertising fund drive, and created the first national advertising program. Over the next five years, we launched the brand’s first television campaign, its first Internet marketing campaign, its first consumer website, its first national public relations campaign, and many other new activities.

Franchise revenues exceeded $100 million in 2015, increasing from only $9.6 million in 2010. In the process, we were honored with 22 awards for marketing and advertising excellence – more than any other Senior Care company in the United States and Canada.

STRATEGIC AND TACTICAL ADVERTISING COMBINE TO CREATE MAXIMUM IMPACT AND EXCEED SALES EXPECTATIONS

Thomson Vacations (now Apple Vacations) began as a charter tour operator from three Midwestern gateways. In its second full year, summer season sales to sun destinations (Jamaica, Bahamas, Mexico, Florida) and Europe were up more than 40 percent. This pattern was repeated again the following summer.

When I began working with Thomson, I saw a need to establish and coordinate four distinct strategic phases of the marketing program, each of which utilized a distinct medium to accomplish its goal: Television, magazines, newspapers and trade co-op.

Thomson believed summer sales would be up 55 percent versus the prior year – outpacing previous summer increases by 15 points. However, as we moved from phase to phase of the new campaign, the new strategy for Thomson helped the company sell more vacations in one summer than in all three previous summers combined!

OFF-SEASON COOPERATIVE MARKETING BUILDS SALES FOR MULTIPLE PARTNERS WITHIN AN ESTABLISHED BRAND

Hilton-owned hotels in the Chicago area were suffering the usual off-season (summer, or non-convention) doldrums, which compounded the traditionally soft weekend period for urban hotels, as well. At the same time, each hotel faced severe budget limitations, and none individually could afford to launch a major promotional effort.

I implemented a cooperative program combining resources of all area hotels for the first time. I also negotiated with and attained media placement primarily on a trade-for-rooms basis, with barter accounted for 80 percent of program funding.

The results were astounding! Package sales for the Palmer House increased 56 percent; for the Conrad Hilton, 75 percent; for the Arlington Park Hilton, 26 percent; and for the O’Hare Hilton, more than 600 percent. Total room nights sold via the package promotion campaign increased 62 percent for the combined hotels versus the previous year.

STRATEGIC PARTNERSHIPS COMBINE TO MOVE BRAND FROM A “LOW PRICE” TO A “VALUE” POSITIONING, INTRODUCE NEW PRODUCT AND INCREASE REVENUE PER CUSTOMER

Firstours entered the Hawaii market with low-cost packages, but suffered two major set-backs: (1) The Hawaii Express, its low-cost airline, went out of business with TV news programs showing stranded Firstours passengers at the Honolulu airport, and (2) a supplier of Super Bowl tickets ceased operations and, for the second time in a two-week period, Firstours’ clients were shown on TV news being stranded without getting what
they paid for.

I created “The Whole Hawaii Catalog” and worked with Firstours to attain cooperative marketing agreements with United Airlines, Hyatt Hotels and other nationally known suppliers – all designed to create a “quality by association” impression, negate past difficulties and move from a “low price” to “value” positioning.

Within one year, Firstours not only retained its base of Hawaii business but increased passenger volume by more than 60 percent and, more importantly, increased sales per passenger with its upgraded product line by 70 percent – which meant a total dollar volume increase of 165 percent!

Experience

CONSULTING SERVICES

Marketing Company International/BJParrish.com, Las Vegas NV – Mar 2022-present
Providing brand and marketing strategies together with creative services to small businesses and advertising agencies

President

  • Owner/operator of independent single-person consulting firm, designed to supplement individual organizations’ internal staffing and assist in brand positioning, development, story-telling, strategic media and promotional planning as well as creative development in both traditional and digital media

DEI Consulting

FIG Strategy & Consulting, Las Vegas, NV – Aug 2021 – Feb 2022 A brand strategy firm that aligns diversity, equity and inclusion education with business goals and brand/ marketing strategies – committed to dismantling the very need for DEI by normalizing diversity of thought, raising cultural awareness and promoting emotional intelligence while helping our clients grow

Executive Vice President

  • prepared comprehensive proposals in response to government RFPs, gained “finals” for Utah Office of Tourism, Washington State Attorney General’s Office, United Way of Central Michigan and others
  • Expanded website from basic factual approach to customer-centric needs/benefits concentration
  • Responsible for non-training support activities, including marketing and sales, personnel supervision and development, strategic planning, messaging, more

AIRLINES

Metropolitan Airways, Inc., Las Vegas, NV – June 2017-Sept 2020
A diverse-driven startup airline scheduled to begin commercial air carrier operations in 2020, with all first-class seating providing greater comfort, wider seats and more legroom (and no middle seats!), plus airfares lower than standard coach fares on traditional airlines.

Senior Vice President, Strategy & Brand Management

  • Responsible for all marketing, sales and brand management functions
  • Department leadership of airline marketing, wholesale vacations, cargo sales, public relations, food & beverage, inflight entertainment, reservations, digital advertising, revenue management, promotions, others.
  • Partnered with CEO in funding engagement, established strategic marketing and public relations plans and introductory sales programs

501(C)3 NOT-FOR-PROFIT

Answers for Elders Foundation, Seattle, WA – Aug 2015-Aug 2017
In conjunction with the National Football League’s Alumni Association, dedicated to helping senior citizens by providing funding and support through its 12 Days of Goodness program

Member, Board of Directors / California Program Director

  • Expanded program from Seattle base to include Denver Broncos, Tennessee Titans and Philadelphia Eagles
  • Generated funds for Meals on Wheels and Rebuilding Together
  • Web development, marketing, promotion and PR planning, franchise participation, sponsorships, advisor to CEO

FRANCHISE COMPANY – SENIOR SERVICES

Always Best Care Senior Services, Roseville, CA – Dec 2010-Aug 2015
Start-up providing non-medical in-home care, assisted living placement services and skilled home health care through a network of more than 200 franchised territories

Vice President, Marketing

  • Marketing programs contributed to sales increase from $9.6 million in 2010 to $100+ million in 2015
  • Number of franchised units advanced from 110 in 2010 to 200+ in 2015
  • PR efforts earned recognition as one of the fastest growing franchise systems in the USA, one of best for veterans, one of the best for minorities.
  • Developed department and team, national marketing programs, local support
  • Created ABC PR Journal, an award-winning website that allowed more than 100 franchised offices to launch and implement their own individualizedweekly public relations and promotional email marketing campaigns at no cost to the offices

CASINO RESORT

BlueWater Resort & Casino, Parker, AZ – Apr 2008-Apr 2010
Featuring 200 river-view rooms and suites, 475 slot machines, table games, poker and bingo, live entertainment, major concerts and fine dining – plus a 164-slip marina, three-level indoor pool, movie theater, RV Park and video arcade

Enterprise Director & General Manager (2009 – 2010); Marketing consultant to General Manager (2008 – 2009)

  • Responsible for all operations of 400-employee facility generating $40 million in annual revenue. Supervised administration, finance, casino operations, marketing and advertising, sales, loyalty programs, security, surveillance, entertainment, human resources, hotel operations, retail, food and beverage, others
  • Special customer appreciation promotions drove 50% increase in slot revenues during event nights
  • Reversed two-year slide in revenues
  • Developed consolidation plan which reduced annual payroll costs $400,000

CASINO RESORT

Turning Stone Resort & Casino, Verona, NY – July 2006-Apr 2008 Complex of 4 hotels (2 AAA 4-diamond award winners) 5,000-seat event center and 800-seat showroom, 2 spas (one of Spa Magazine’s “best new spas of the year”), 5 golf courses (including a PGA Tour tournament venue), 120,000 sq ft casino (2,400+ machines, 87 table games, 32 poker tables), 21 dining outlets, nightclub and 100,000 sq ft of meeting space

Vice President, Marketing, Sales & Entertainment

  • Led award-winning marketing and advertising, loyalty programs, public relations, promotions, Internet marketing, casino marketing, sales and entertainment teams; responsible for over 200 employees.
  • Created brand positioning and national advertising campaign resulting in 253% increase in travel agent recognition of an “outstanding vacation experience’s.
  • Introduced only regularly scheduled PGA Tourevent held on Native American soil, attracting 30,000 and generating $300,000 for local charities.
  • Marketing and PR efforts for Skaná Spa earned recognition in Condé Nast Traveler’s“Hot List” and as one of Spa Magazine’s “Best New Spas”.

INTERVAL VACATION OWNERSHIP COMPANY

Sunterra Corporation, North Las Vegas, NV – Jan 2004-Jun 2006
A leading timeshare company with nearly 100 affiliated resorts in 12 countries

Vice President, Corporate & Strategic Marketing (2004 – 2005);  Consultant for AARP alliance, websites, organization (2005 – 2006)

  • Responsible for brand marketing, corporate creative services, national advertising, eCommerce, email newsletters and more
  • Created international branding program, developed consistent global brand standards, transitioned multiple outlets to unified brand strategy
  • Developed member benefits program for owner families, forging strategic alliances with airlines, casinos, cruise lines and others

FRANCHISE & HOSPITALITY MANAGEMENT COMPANY

AFM Hospitality Corporation, Seattle, WA – Sept 1996-Dec 2003
Major North American management company and Canadian franchisor of Aston, Ramada, Howard Johnson and others, with more than 250 hotels, restaurants, service stations and convenience stores in 3 countries

Senior Vice President, Marketing & Sales.

  • Developed nationally renowned programs, high-touch sales and promotional efforts to build recognition
  • Led technology group which sold the hospitality industry’s largest high-speed Internet deal, valued at more than $2 billion
  • Created multi-country barter advertising program for four brands with 30 hotels and restaurants to supplement cash expenditures
  • Significantly increased market share during “down” markets (per Smith Travel Research “STAR” Reports) for both convention hotels in urban markets, roadside motels and leisure-oriented locations in “drive” markets

FRANCHISE COMPANY – HOSPITALITY

Cendant Corporation, Parsippany, NJ – Jun 1991-Sept 1996
Largest hospitality, car rental and real estate franchisor in USA, including Howard Johnson, Ramada, Days Inn, Super 8, Travelodge, Avis, Budget, Century 21, Coldwell Banker, Better Homes & Gardens Realty, Resorts Condo International (RCI), others

Vice President, Marketing – Howard Johnson International.

  • Led strategic planning, image and brand-building – instrumental in rebuilding brand to one of top 10 in North America
  • Developed company-leading programs (#1 among all Cendant brands in increases in advertising awareness, increases in calls per available room, and increases in revenue per available room)
  • Introduced the most successful family marketing program in the mid-level hotel category – Kids Go HoJo
  • Created loyalty program named by Tom Parsons of BestFares magazine on NBC-TV’s Todayshow as “the best deal in the travel industry today

CONVENTION & TOURISM COMPANY

Reno-Sparks Convention & Visitors Authority, Reno NV – Oct 1989-Dec 1990
Tourism and convention sales, marketing and public relations organization for Reno, Lake Tahoe and surrounding areas

Vice President & Chief Marketing Officer.

  • Developed award-winning print and broadcast advertising that successfully repositioned Reno/Lake Tahoe as a total vacation and meeting destination, leading to “The Rebound in Reno” as reported in local and national press
  • Hotel/motel occupancy increased 6%, visitors increased 8%, reversing 3-year decline
  • Responsible for marketing/advertising, tourism, convention sales, tour & travel sales, Performing Arts Center, Reno News Bureau (public relations), reservations/call center, research and others

ADVERTISING AGENCY

Gardner, Stein & Frank Advertising, Chicago IL – Oct 1987-Sepy 1989
Mid-sized advertising agency with concentration of upscale and luxury clients in the travel and hospitality industries

Executive Vice President.

  • Ran daily account management and marketing teams, led new business efforts and supervised a staff of 40
  • Clients include: The Queen Mary, Disneyland Hotel, Hyatt International, Hilton Hotels (regional), MGM Grand Hotel & Casino, Riviera Hotel & Casino
  • New business “wins” included: Cartan Tours, Aston Hotels & Resorts, Aloha Pacific Cruises, LA Helicopter, others

ADVERTISING AGENCY

Grey Advertising, Chicago IL – Apr 1981-Oct 1987
Chicago office of one of the world’s largest global advertising agencies

Vice President & Managing Director/Grey II (small business & travel marketing division).

  • In charge of division which specialized in marketing, branding and advertising for smaller businesses and multi-unit operations, specializing in travel and tourism marketing
  • Supervised teams in account management, new business sales development, creative and media
  • Accounts won and supervised: American Express Travel Service, Carlson Companies (Firstours), Allied Van Lines, Emery Air Freight, Hitachi, Chicago Mercantile Exchange, Cunard Cruise Lines, Littelfuse, Apple Vacations, First Family of Travel (Hawaiian Holidays, Arthur Frommer Holidays, Olson-TravelWorld, General Tours, others)

OTHER ADVERTISING AGENCY EXPERIENCE

Vice President, Management Supervisor

  • Colgate-Palmolive International, 22 subsidiaries throughout Europe and Africa

Account Supervisor – Media Group

  • ABC-FM Radio, McGraw-Hill Institutional Publications, Hunter Publishing, Irving Cloud Publishing, Crain Communications, others

KEY INDUSTRY EXPERIENCE

Travel, tourism, hospitality, gaming

  • Howard Johnson Hotels, Sunterra Resorts, Reno & Lake Tahoe tourism, Turning Stone Resort & Casino, BlueWater Resort & Casino, American Express Travel, Mexicana and Braniff Airlines, Apple Vacations, Embassy Vacation Suites, Carlson Travel Group (Firstours, Cartan Tours, TWA Getaways, PSA Great Escapes, others), Disneyland Hotel, Hilton Hotels (regional), Cunard Cruise Lines, Hyatt International Resorts, Aston Hotels & Resorts, Ramada Hotels, First Family of Travel (Hawaiian Holidays, Arthur Frommer Holidays, Olson-TravelWorld, Hawaii Leisure, others), Grand Bahama Promotion Board, LA Helicopter, many others

Franchise marketing

  • Howard Johnson Hotels & Resorts, Always Best Care Senior Services, AFM Hospitality Corp, Allied Van Lines, American Express Travel Service, Ramada Hotels, Hyatt International Resorts, Dairy Queen, Amoco Oil Company, Midas-International, Emery Air Freight, others

Sports marketing

  • PGA Tour events, NFL Legends alumni association, Chicago Sting, Chicago Blackhawks, Reno Rodeo, Kastle-Milco skis, John Deere snowmobiles, Huffy bicycles, casino boxing, PBA and WPBA bowling, others

Restaurants/dining marketing

  • Arnie’s/Morton’s Steak Houses, Dairy Queen, Cork & Cleaver, Pino Bianco, Arizona’s Restaurants, Wildflowers (AAA 4-diamond award winner), regional McDonald’s, Rodizio Churrascaria (AAA 4-diamond winner), Peach Blossom (Asian gourmet), others

Food & packaged goods marketing

  • Colgate-Palmolive International, Lever Bros, Libby’s Foods, John’s Pizza, Curtiss Candies, Royal Kona Coffee, McCain Foods, Tootsie Roll Industries, Findlay Tea & Coffee, Holsum Foods, others

EDUCATION

Louisiana State University
  • MBA Marketing, selected for Beta Gamma Sigma and Sigma Iota Epsilon national honors societies
University of Chicago Graduate School of Business
  • Additional marketing studies, Dean’s list
Columbia College
  • BA Mass Communications

MILITARY SERVICE

  • US Marine Corps (Reserves), Honorable Discharge

Awards For Marketing, Advertising & Public Relations Excellence
( Partial list, 2017 - Present )

ADDY AWARDS (AMERICAN ADVERTISING FEDERATION)

  • Silver Award, Resort/Meetings Sales Kit, Turning Stone Resort & Casino.
  • Silver Award, Brochure Campaign, Turning Stone Resort & Casino

ADRIAN AWARDS (HOSPITALITY SALES & MARKETING ASSOCIATION INTERNATIONAL)

  • Silver Award, Skaná, the Spa at Turning Stone website
  • Silver Award, Skaná, the Spa at Turning Stone, “Treatment of the Month” email campaign
  • Bronze Award, “American Indian Sweat Lodge” television commercial, Turning Stone Resort & Casino
  • Bronze Award, Turning Stone Resort & Casino “Play Where the Pros Play” golf brochure
  • Bronze Award, Turning Stone Resort & Casino “18 Diamond Resort” golf advertisement
  • Bronze Award, Skaná, the Spa at Turning Stone, sales brochure
  • Bronze Award, Skaná, the Spa at Turning Stone, services brochure
  • Bronze Award, Skaná, the Spa at Turning Stone, “Travel Agent Introduction” email direct marketing

AMERICAN GAMING ASSOCIATION

  • BlueWater Resort & Casino, Best On-Site Collateral
  • Turning Stone Resort & Casino, Best Direct Mail Campaign

THE COMMUNICATOR AWARDS — AWARDS OF EXCELLENCE

  • Home Care Television Commercial, Always Best Care Senior Services
  • Skaná, the Spa at Turning Stone, treatment brochure

THE COMMUNICATOR AWARDS — AWARDS OF DISTINCTION

  • ABC PR Journal, Always Best Care Senior Services
  • Assisted Living Television Commercial, Always Best Care Senior Services
  • Assisted Living Landing Pages, Always Best Care Senior Services
  • Cinco de Mayo promotional event t-shirt , Turning Stone Resort & Casino
  • Consumer Print Advertising Campaign, Always Best Care Senior Services
  • Consumer Services Campaign, Always Best Care Senior Services
  • Convention/meetings sales kit, Turning Stone Resort & Casino
  • Franchise Development Television Commercial, Always Best Care Senior Services
  • Franchise Development Kit, Always Best Care Senior Services
  • Golf at Turning Stone brochure
  • Group Sales Flyer, Turning Stone Resort & Casino
  • Hotel, Golf & Spa brochures, Turning Stone Resort & Casino
  • National Consumer Website, Always Best Care Senior Services
  • National Marketing Campaign, Always Best Care Senior Services
  • Oneida Sky direct mail brochure, Turning Stone Resort & Casino
  • Online Display Advertising, Always Best Care Senior Services
  • Online Marketing Campaign, Always Best Care Senior Services
  • PGA Tour sponsorship kit, Turning Stone Resort & Casino
  • Skaná, the Spa at Turning Stone, logo
  • Skaná, the Spa at Turning Stone, Weekend Wellness Programs brochure

INTERNET ADVERTISING COMPETITION (IAC) AWARDS

  • Best Healthcare Provider Online Newsletter
  • Best Healthcare Provider Integrated Marketing Campaign

PRINTING INDUSTRIES OF AMERICA/GRAPHIC ARTS TECHNICAL FOUNDATION (PIA/GATF)

  • The Lodge at Turning Stone brochure, Premier Print Award

RR DONNELLY CORPORATION

  • Turning Stone Resort & Casino convention/meetings sales kit, President’s Award

TELLY AWARDS

  • Home Care Television Commercial, Always Best Care Senior Services
  • Assisted Living Television Commercial, Always Best Care Senior Services
  • Television Advertising Campaign, Always Best Care Senior Services.
  • Skaná Spa Television Commercial, Turning Stone Resort & Casino

WEB MARKETING ASSOCIATION

  • The Lodge at Turning Stone website, Standard of Excellence award
  • Always Best Care Senior Services, Outstanding Website Award

W3 AWARDS

  • Outstanding Website, Always Best Care Senior Services
  • Website Copywriting, Always Best Care Senior Services
  • ABC PR Journal, outstanding public relations website (Always Best Care Senior Services)
  • ABC PR Journal, outstanding professional services website (Always Best Care Senior Services)

Professional Recommendations

ANSWERS FOR ELDERS FOUNDATION

“Barry is a dynamic and visionary leader who lasers in on new and unique opportunities to grow an organization to greatness. Over the past five years I have worked with him, he has helped to grow the company to a national
footprint through amazing leadership. He has incredible respect from the many franchisees that I have met. I am privileged to know Barry, and I look forward to working with him in the upcoming years as well.”

Suzanne Newman
Founder & Executive Director
Answers for Elders Foundation

ALWAYS BEST CARE SENIOR SERVICES

“During my 50 years in Marketing (36, C Suite) Barry is the single most complete executive I have ever met. His command of every marketing issue is awesome. He starts work early each day and most often turns off the lights at night. Having started as a newspaperman he is a fast and excellent writer. Even more so as a speaker. Over and over again people leaving his presentations tell me that he the most inspiring and best they have ever heard. One last point: He has a sixth sense and is a master of managing franchisee groups.”

Martin M. Mitchell
Chairman & Chief Marketing Officer
Bodden Partners ($150+ million New York advertising agency)
(Formerly Vice Chairman, Saatchi & Saatchi Advertising, New York)

“Barry is a creative, dedicated and driven Marketing professional. He has been there to mentor and coach me on several different marketing initiatives that I implemented. Barry is a forward thinker and resourceful visionary and his advice helped us become one of the top sales producing franchisees.”

Bryant Greene
 Franchise Owner Always Best Care
Philadelphia & Delaware

“Barry’s efforts brought Always Best Care into national television and online advertising for the very first times, and his ability to create integrated traditional and digital campaigns drove visitors to our website and resulted in Always Best Care consistently ranking within the top three brands in visitors per franchise, despite our not even being within the top ten brands in total franchise size. His programs made significant contributions to our franchisees’ growth, as franchise revenues increased from $9.6 million in 2010 to more than $100 million in 2015.”

David J. Caesar
Vice President Operations Always Best Care Senior Services

“Barry Parrish is a highly aware, analytical marketing professional who put me through my paces in each and every presentation. His scrutiny and foresight pushed me to come up with innovative measuring tools for the investments he made to build a marketing program using multiple integrated media, with smart ideas at every level.”

Jones Olowoniyi
Franchise Owner , Always Best Care
Hollywood – Broward County

“I worked with Barry on our National Advertising Committee for several years. Barry was always prepared and went to great lengths to bring in new opportunities. If I was looking for an excellent Vice President of Marketing I would not hesitate hiring him.”

Bill Mathis
Franchise Owner , Always Best Care
San Diego

BLUEWATER RESORT & CASINO

“During his stay with BlueWater, Barry was able to turn the operation around, increase employee morale, establish clear short and long-term plans, and launch new marketing programs that generated substantial new revenues. He also initiated a merger of the Hotel and Casino to provide better guest service and reduce annual payroll expenses by nearly a half million dollars. There are many positive things he accomplished and started despite constantly banging into a wall, as the Tribal Council was of two distinct power factions with a history of unrest and five recalls in the past three years. Despite this, Barry was able to set a positive example for all employees and rapidly move the enterprise forward.”

Michael Eigenbrodt
President & CEO, InterAgency Services, Lake Havasu AZ)
Formerly Director of Human Resources
Colorado River Indian Tribes (owner of BlueWater Resort & Casino)

“Barry is a dedicated leader, and always has fresh ideas to throw around. I worked for him as a designer, and I was very impressed with all his amazing advertising ideas, and how he collaborated with others. As a Graphic Artist, if I had to stay late for one of Barry’s projects he would stick it out too, until the job was done. I would absolutely recommend Barry.”

Gene Smith
Graphic Artist
BlueWater Resort & Casino

AFM HOSPITALITY (USA) CORPORATION

“Barry Parrish is a magician! He single-handedly gave the company we both worked for a top-level, international reputation. Barry’s efforts made it a “household name” within the industry. The fact that the company subsequently failed to live up to it’s reputation had nothing to do with Barry; in fact, the company lasted quite a bit longer than it would have had he not been there.”

Melody Kirk-Wagner
Project Manager, System Health, Expedia
Formerly Executive Assistant, AFM Hospitality Corporation

“Barry is a sales and marketing expert with a heart of gold! Well versed in his field, cultured, articulate, detail oriented and talented — Barry communicates well with everyone. Assuredly, Barry was always very thoughtful about his work. He took a personal interest in his people and worked hard for them and the customer.”
Corinna Mears, PHR
,formerly Director HRD & Risk Management, AFM Hospitality
(currently Human Resources Manager, JCK Restaurants (Carl’s Jr.
“Barry was detailed, energetic and knowledgeable about his company’s goals and resources. His background in the industry and his experience in all aspects of product promotion helped us achieve high quality and positive feedback from the partners with whom we worked. He brings a strong sense of what will work and how to achieve the goals within a budget.”
Wendy Dore
Owner, The Marketing Partners, Inc.
Advertising Agency for AFM Hospitality Corporation

CENDANT CORPORATION

Barry is a pleasure to work with … committed to his properties’ success and always open to new ideas. As a result of Barry’s support, we were able to create an innovative marketing program with what was, then, an untested new organization, Group Leaders of America. Thanks to Barry’s support, the “May We Suggest?” program was hugely successful with our individual Howard Johnson properties. I can’t say enough about the spirit of cooperation that was always a part of working with Barry. Barry had earned the respect of his franchise community. Knowledgeable, cooperative, innovative (and charming) … Barry was the perfect marketing leader as Howard Johnson re-imagined itself as part of the HFS/Cendant organization. He was a key player in turning Howard Johnson around!”
Mary Wiley
Partner, Hospitality Impact Marketing
Formerly Senior Director, Tour Markets, Cendant Corporation  
“Barry had a very difficult assignment managing a declining brand thru a difficult process … and set the brand on track for explosive growth domestically and internationally.”
Tom McNulty
 President & CEO, Trinity Marketing LLC)
Formerly Group Vice President, Marketing, Cendant Corporation  
“Barry is an innovative marketing leader who had great relationships with franchisees. He knows how to get the most from advertising agencies, and I saw him as a terrific team leader and team builder. He also has a thorough understanding of how to blend national and local programs. Barry is a genuine asset who makes a difference.”
Bill Sage
Franchise Owner, Sport Clips
formerly Chief Operating Officer, Sage Hotel Corporation  
“Barry Parrish is a very creative individual who has a lot of drive and enthusiasm. He knows how to make things happen!”
Roger Solomon
 Chairman & Managing Director, Worldwide Travel Marketing, Inc.
Formerly Vice President, International Sales, Cendant Corporation  
“Barry has assisted me in building my career in challenging me in so many marketing and media disciplines.  He sees opportunities, is smart, thinks out of the box and is detailed oriented. I learned a great deal from Barry when I worked together with him at Howard Johnson.”
Monika M. Stickel
 President, Stickel Marketing Communications LLC)
Formerly Vice President, Affiliate Marketing, Century 21 (Cendant)  

TURNING STONE RESORT & CASINO

“Barry combines both a strategic mindset with creative acumen in tackling difficult business challenges. He excels at ensuring marketing and communications are integrated within an organization’s management model for optimum success.”
Gary Grates
 Principal, W2O Group
Formerly President, Edelman Change (public relations)  
“Barry is incredibly detail oriented and thorough when it comes to business and marketing. He is a big thinker who has the ability to manage people and projects with ease. Barry is a delight to work with and work for.”
Julie Safer
 Senior Vice President, PMK/HBH Public Relations
Formerly Vice President, Edelman Public relations  
“Barry Parrish is a highly aware, analytical marketing professional who put me through my paces in each and every presentation. His scrutiny and foresight pushed me to come up with innovative measuring tools for the investments he made to build a marketing program using our media. Although it was a challenge to find effective ways to show return, it was a pleasure to work with someone who really understood how to effectively build, implement & measure a strong campaign.”
Kimberly Ziegler
Associate Publisher, Questex Media Group
(Luxury Travel Advisor, Travel Agent and other industry magazines)
“Barry is a truly gifted marketing professional. He is extremely goal oriented, and has limitless energy and focus. Even though the demands of directing multiple departments (Sales, Marketing and Entertainment) were many, he was always accessible, open, thoroughly professional, and communicative. Our business demanded an extremely fast pace. When led by Barry, our department also became a tremendously progressive and exciting place to work. His leadership helped develop people and encouraged team members to exceed their own expectations.”
Debra Becker
 Director of Print Buying, Raymour & Flanagan
Formerly Advertising Manager, Turning Stone Resort & Casino 

SUNTERRA RESORTS CORPORATION

“I collaborated with Barry on several corporate marketing projects while we were both at Sunterra. Barry was very knowledgeable about how to drive business into our sales centers. He promptly addressed any issues we raised from a technology standpoint. Barry is very professional in his dealings with peers and clients. It was a pleasure working with him.”
Norbert Kubilus, CCP MBCS
Managing Director, Kubilus Ferry Group
(Formerly Senior VP & CIO, Sunterra Corporation  

GREY ADVERTISING

“Barry is a brilliant and innovative marketing communications professional. His ability to analyze market situations, express them in writing and develop innovative solutions to maximize client ROI made Barry one of the best colleagues in the advertising agency business with whom I have ever worked.”
James W. Norman
President, 898 North, Marketing & Advertising
Formerly Vice President, Management Supervisor , Grey Chicago  

Contact

I am looking forward to speaking with you about your brand, business and creative needs, and how I can help you fulfill them. Please feel free to contact me by phone, day or night, email, text or even snail mail!

Barry J. Parrish

4784 Dream Catcher Avenue
Las Vegas, NV 89129

Email: 2BarryParrish@gmail.com 

Phone or text: 702-863-4041