Cicero "Cid" Yow
Area Director Of Sales Marketing at MainStay Suites and Suburban Extended Stay by Choice Hotels International- Claim this Profile
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Bio
Experience
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MainStay Suites
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Hospitality
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1 - 100 Employee
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Area Director Of Sales Marketing
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Jan 2013 - Present
I was hired by the Generation Companies to serve as Director of Sales and Marketing for two properties owned by a third party. In this capacity, I worked all construction sites, shopped other hotel parking lots and maintained a dominant position at all four Military Installations. I fostered a strong relationship with the local cab companies that picked up new recruits arriving from Parris Island each Monday morning. I would have them deliver them to our hotels by the car load for a 48 to 72 hour stay until they were moved on base for the school of infantry. I paid the cab drivers a $5.00 commission per recruit. The management contract from the third party did not renew the management contract with the Generation Company and I was given the option to stay with the third party owner or stay with the Generation Companies. I opted to stay with the generation Company. Show less
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Radisson Hotel Group
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Belgium
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Hospitality
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700 & Above Employee
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Hotel General Manager
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May 2019 - Mar 2020
I was furloughed on March 25, 202 due to Covid 19. This was an 80 room property which had a high management turnover and as a result there was quite a bit of staffing issues. Very little structure and suffering both in QA Inspections and poor guest service scores.My immediate task was to restore structure, accountability, discipline and improve our scores. During my first six months my team succeeded in all areas. Our occupancy increased, ADR increased and RevPar increased along with scoring very well on our Quality Assurance Inspection with LRA. Our Net Promoter Scores are the best tat they have ever been , our CQI scores are much better as are our GRI scores. I was responsible for all of the day to day operations to include working within budgeted parameters, guest relations and every other aspect of operating a hotel. Show less
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Holiday Inn Express Hotel & Suites University Center
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Wilmington, North Carolina, United States
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General Manager
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Jul 2017 - Sep 2018
This is a 20 room property that was just purchased on June 21, 2017. This 133 room property had major staffing issues with staff that was undocumented and we had a complete turnover in staffing. I was active in the budgeting and marketing plans for this property and had to schedule and oversee a 2.7 million dollar renovation project which began in March of 2018 and lasted through August 6, 2018 The property ranked 24 of 44 on Trip Advisor and we quickly were able to lift our ranking to 8 of 44 in our market on Trip Advisor. The property had failed two previous QA Inspections from IHG and we scored a 95. I was responsible for all of the day to day operations to include working within budgeted parameters provide monthly executive summaries for any category that was more or less than $1,000 based on our budget. Show less
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Suburban Extended Stay Hotel
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Hospitality
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1 - 100 Employee
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Hotel General Manager
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Jan 2013 - Jun 2017
This is a 144 room exterior property that was 18 years old. Over the years it had certainly fallen victim to poor management and a terrible lack of preventative maintenance. I my first year we had five rate increases on our long term guest. This was strategic in getting rid of the undesirable guests. An assertive preventative maintenance program was implemented and many improvements and renovations have taken place. I was responsible for all of the day to day operations to include working within budgeted parameters, guests relations, and every other aspect of operating a hotel. I participate in weekly huddle calls as a part of the NC region. I was successful in consecutive Year over Year income growth and have received Net Operating Income awards for the last three years. Our Quality Assurance scores have increased each year along with our local health inspections.In November of 2016 the company was pleased with the direction that I had taken the property and promoted me to Area Director of Sales for Greensboro and Fayetteville. My sales efforts for both properties have shown in the growth of our occupancy numbers. i was effective in securing the largest piece of business in our portfolio of twenty five hotels. Show less
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Goldsboro Community Complex / Party Central
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Goldsboro, North Carolina, United States
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Owner
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Apr 2007 - Nov 2012
This was a twenty thousand square foot building on Highway 70 and had a traffic count of 40,000 cars per day. Very visible with easy access My original attempt was a Banquet facility. There were very few options for meeting space in Goldsboro and I saw a need. I hosted many different types of events and Expos as well as hosted many private events. We offered full ABC permits. I converted the facility into two night clubs. I was very successful for years but with social media becoming more prominent and people becoming more violent in the market I had to hire three armed Deputy Sheriffs at $25.00 per hour per Deputy and had sixteen bouncers inside. There were shootings frquently at the hotel next door and the owner of the hotel would call 911 and report that it was from the club. The Deputies that worked for me were able to prove that it was just the hotel trying to keep from being shut down by the city. I reached out to my competitor and made an agreement for him to buy me out and he would then control all genres of music in Goldsboro. I sold the business. Show less
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Sprint-Nextel Communications
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United States
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Retail
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Owner
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Jan 2006 - Sep 2009
I submitted a business plan and presented it to Nextel. I was approved and opened the Sprint/Nextel store in Goldsboro and was also certified as repair center. I was given the status of Exclusive Retailer and allowed special rights to sell to city, state, public schools and Universities. I recruited , hired and trained all in store sales associates and hired an outside sales force of three. Their focus was City, County, State, Schools and Universities. We placed a special emphasis on school systems because there is 100 counties in NC. We sold 187 phones for all of the school buses in Wayne county so they could track the location of their buses and gave a presentation to the Dr. Taylor, the Superintendent of he school system and also sold blackberry phones to all assistant principles and principles. This one county earned me a commission of $150,000 dollars gross. I had two locations and sold them to a gentleman in Cary NC whom had 8 stores. Show less
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Quality Inn & Suites in Goldsboro / Best Western Crabtree Raleigh, NC
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Goldsboro / Raleigh
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Regional Manager
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Jan 2003 - Nov 2006
I worked with staff and management at both hotels. Coordinated weekly huddle calls to discuss sales efforts, rankings, and reviews. Worked on budgets for each property with a specific set of goals to insure meeting budget. Monitored social media with a huge focus on sales. Designed and implemented a monthly bonus incentive for managers and sales directors. Negotiated and secured a 1.3 million dollar contract with Fort Bragg and Pope Air Force Base for the Goldsboro property and secured the contract for new military recruits that had to report to Raleigh for their Macs examinations for approval to go to boot camp. Show less
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Education
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Coastal Carolina Community College
incomplete, Business Administration, Management and Operations