[October 29, 2011] Q&A: Dennis Lesko back 'home' at Broadmoor Tweet Oct 29, 2011 (The Gazette - McClatchy-Tribune Information Services via COMTEX) -- Dennis Lesko is proving that you can go home again. And the five-star, internationally known Broadmoor hotel and resort in Colorado Springs is not a bad place to call home. Lesko rejoined The Broadmoor in September as vice president of marketing -- the same position he held from 1993 midway through 2001. He replaced John Washko, who had been with The Broadmoor since late 2002. "When the opportunity came along this past August," Lesko said, "it was a dream come true. I was able to come back and resume a job I love doing." When he left The Broadmoor a decade ago, Lesko took a similar marketing position with a luxury coastal resort in Georgia that he said didn't work out. He went on to become regional vice president of marketing with Ritz-Carlton Hotels, sales and marketing director with a luxury St. Petersburg, Fla., resort and a vice president with an online meeting and convention booking service. Lesko grew up in eastern Pennsylvania, graduated in 1966 with a bachelor's degree in business education from Bloomsburg University of Pennsylvania and started his career in retail and food and beverage services. A friend encouraged him to apply for a job with Marriott, and he began a hospitality industry career that took him to positions in some of the nation's most popular luxury destinations . Marketing The Broadmoor means attracting upscale leisure travelers, but it also means wooing national and international business and trade groups, nonprofits and professional associations, among others. Working with meeting and planning professionals is gratifying, but a challenge, Lekso said. Meetings and conferences aren't cookie-cutter affairs and, beyond basics such as receptions and award banquets, every group has different needs, he said In his career, Lesko said he's especially enjoyed the quality of the properties where he's worked and their employees, which made coming back to The Broadmoor a no-brainer. He said he had maintained a good relationship with hotel management in the decade he was away. "If you get up every morning and you look at the foothills of the Rockies here at The Broadmoor, and the foliage and the green of the golf courses, this is magic," Lesko said. "It's very, very special." Lesko, 64, and his wife, Adrianne, have two sons who are pursing careers in the hospitality industry. Question: The Broadmoor has undergone many physical improvements in the decade you've been gone. Has it changed in other ways during that time? Answer: Yes, the levels of quality and customer service have kept and exceeded the pace of the many additions and new venues over the last 10 years. Q: The Broadmoor is as well known as any luxury property in the country and even the world. How necessary is marketing for a hotel and resort that has a built-in reputation and international audience? A: Marketing is an essential tool in ensuring that our message continues to reach our loyal past and future domestic and international guests. We cannot take our reputation for providing the highest standards of quality and service for granted. We will continue to be the industry leader and direct our marketing allocations toward current and emerging markets as well. Q: Do you have a particular strategy or philosophy that you will employ when marketing The Broadmoor? A: Although The Broadmoor has an imposing physical plant, magnificent rooms, grounds and amenities, our true secret of success is our people. Broadmoor associates continually are recognized by our guests for their positive attitudes, willingness to provide above-and-beyond service and a genuine caring for their needs. My marketing platform will embrace and build on that strength. Q: Has marketing a five-star, five-diamond property changed since Sept. 11 and the recession that began in late 2007? A: We have come through some challenging times in the last few years dealing with the perception that resorts like the Broadmoor were to be avoided. Fortunately, we have persevered and overcome this objection by marketing value-added leisure packages, group meeting guarantees and seasonal pricing that resulted in new trial by customers who were delighted to stay and enjoy five-star, five-diamond experiences at an affordable price. Q: The luxury hotel industry has taken hits since the 2007 recession, in part, because financially troubled businesses cancelled meetings and conferences at fancy resorts. How is The Broadmoor faring today with its meeting business? A: We have had an outstanding meetings year. Groups from all market segments including insurance, incentive, corporate and associations have provided a steady flow of business well into October this year. Q: The Broadmoor has a new owner; Denver billionaire Phil Anschutz has purchased the Oklahoma City media company that was the hotel's longtime owner. Will an ownership change affect marketing efforts? A: The ownership change will be seamless. We will enjoy the same positive support for our marketing initiatives from Mr. Anschutz that we received from the Oklahoma Publishing Co. Q: You've worked in Hawaii, Hilton Head, N.C., and Orlando, which are top tourism destinations in the United States. How does Colorado Springs compare to some of these locales? A: Colorado Springs is a wonderful locale with so many attractions, wonderful weather and friendly and accommodating businesses and residents. The Broadmoor has been a part of this community since its inception and will continue to favorably associate the resort with the Springs. We are delighted to be a destination within a destination. Q: Outside of The Broadmoor, what are some of your favorite luxury properties, and why? A: The Broadmoor is my only favorite resort property. It is home. -- Contact Rich Laden: 636-0228 Twitter @richladen Facebook Rich Laden ___ (c)2011 The Gazette (Colorado Springs, Colo.) Visit The Gazette (Colorado Springs, Colo.) at www.gazette.com Distributed by MCT Information Services [ Back To TMCnet.com's Homepage ]