The Academy by STR

Early bird pricing for HSMAI Members, 'Bring Your Team' & regular attendees ends September 10th.
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12:30 pm - 7:00 pm | Thursday - October 1st, 2015

Sheraton Vancouver Wall Centre | 1088 Burrard Street

During this working session, you will learn everything you need to know about Comp Sets. How to set them up, how to evaluate them, and how to manage them as your market changes. You will also learn how STR manages data through all sorts of scenarios including leap year methodology, how we treat reporting and non-reporting of hotels in your comp set, and will allow you to answer that most often asked questions: “Why does my monthly report not match my weekly report?” Lastly, you will work with your own STR data to learn how to utilize historical data to establish future strategy and goals. Using the Weekly and Monthly STAR reports, we will look at how to best engage the more than 10,000 data points to drive strategic decision making and align the entire Revenue Management Team in share shifting efforts. Leaving the session you will have concrete takeaways that you can put into place the day you return to your hotel. Who should attend? If you participate in the revenue strategy team, you will benefit by attending. And if you can attend with other members of your team, the results will multiply! So if you are a GM, Director of Revenue, Director of Sales, or a Director of Finance, you will learn valuable skills during this half day program.

Our Presenters

Valerie Woods is Director of Business Development – Hotels for STR (STR, Inc.), the leading authority on hotel industry performance trends. Valerie leads the team responsible for business development and growth of independent hotel participants in North America. Prior to joining STR, Valerie was the Director of Revenue Management for ETC Hotels in Santa Monica, California, and worked in operations for Four Seasons Hotels & Resorts. Valerie completed her MBA from the Merage School of Business at the University of California, Irvine, and holds a Bachelor of Science degree from the University of Houston in Hotel & Restaurant Management.

Chris Crenshaw is Vice President of Strategic Development for STR (STR, Inc.), the leading authority on hotel industry performance trends. In his role, Mr. Crenshaw is responsible for new product development and strategic integration for STR family of companies. He brings a wealth of knowledge to the table with over fifteen years of revenue related hospitality experience. Mr. Crenshaw’s extensive wisdom of the industry is put to good use as he is often used as a sounding board for new ideas and provides training and education to the staff. Prior to joining STR, Mr. Crenshaw served as Vice President of Market Intelligence for Loews Hotels and held several senior revenue related positions with Marriott International. He received his bachelor’s degree in Hospitality Management from Florida International University and an associate degree from the Culinary Institute of America. Mr. Crenshaw has received numerous awards and accolades from Loews and Marriott and most recently was named 2010 Revenue Management Professional of the Year for South Florida by HSMAI. He currently serves on the America’s Board for HSMAI and is a Certified Revenue Management Executive (CRME). He currently resides in Nashville with his wife and two children.

Our Sponsors

STR provides clients—including hotel operators, developers, financiers, analysts and suppliers to the hotel industry—access to hotel research with regular and custom reports. STR provides a single source of global hotel data covering daily and monthly performance, forecasts, annual profitability, hotel pipeline and hotel census information. Their commitment to confidentiality and accuracy has set the industry standard for 30 years. STR founded the STR family of companies and is proudly associated with STR Global, STR Analytics and Hotel News Now. STR also founded the Hotel Data Conference (, which is held annually in Nashville, Tennessee.