Marketing Re-Imagined: Chad Brown Of JC Hospitality On How We Can Re-Imagine The Marketing Industry To Make It More Authentic, Sustainable, And Promote More Satisfaction

An Interview With Drew Gerber

We can imagine a future where marketing is fun, interactive, and engaging. It can be entertaining and drive purpose for those that choose to engage. This type of marketing increases sustainability.

From an objective standpoint, we are living in an unprecedented era of abundance. Yet so many of us are feeling unsatisfied. Why are we seemingly so insatiable? Do you feel that marketing has led to people feeling unsatisfied and not having enough in life? If so, what actions can marketers take to create a world where people feel that they have enough, and they are enough? Can we re-imagine what marketing looks like and how it makes people feel?

In this interview series, we are talking to experts in marketing and branding to discuss how we might re-imagine marketing to make it more authentic, sustainable, and promote more satisfaction. As a part of this series, I had the distinct pleasure of interviewing Chad Brown, Chief Marketing Officer’s Biography.

Mr. Brown has 20+ years of combined advertising and marketing experience, over 17 of which are dedicated to the hospitality industry. In his current role as Chief Marketing Officer at JC Hospitality LLC, Mr. Brown is responsible for leading the marketing and advertising strategy across the multi-operator environment of Virgin Hotels Las Vegas. He leads the development of new brands, marketing, and promotional strategy for the company’s growing portfolio of investment, development, and management initiatives.

Mr. Brown earned a BS in Marketing from the University of Nevada, Las Vegas and earned an MBA from the University of Phoenix. Chad is also a graduate of the MGM Resorts International 12-month Executive Leadership Institute, serves on the Volunteer Committee at Virgin Hotels Las Vegas, is an Executive Committee Member of the SRS Distribution Las Vegas Bowl, serves on the Board of Trustees of Olive Crest and serves as a Mentor in the University of Nevada, Las Vegas Executive Mentor program.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to know how you got from “there to here.” Inspire us with your backstory!

It has been a very interesting journey, to say the least. I’d say it’s been a combination of hard work, focus and drive combined with timing and luck. I began my path in advertising and marketing right out of high school with a job at the local newspaper, The Las Vegas Review-Journal. I was delivering clients hard copies of their ads as proof of placement in the newspaper. A few promotions later I found myself working as a Graphic Production Artist, building the advertisements you see in the publication. During this time, I was putting myself through college, attending school from 8 a.m. to noon and working from 2 p.m. to midnight. After a period of time, I decided to enlist in the United States Army. While serving active duty I achieved a degree in Liberal Arts. Once my enlistment was complete, I returned to Las Vegas and enrolled at the University of Nevada, Las Vegas to obtain a degree in Marketing. I took a job as a marketing manager with a local gaming manufacturer while attending college. I spent four years with this company during which time I completed my degree in marketing and enrolled in the MBA program at the University of Phoenix. I then accepted a position as the hotel marketing manager at Treasure Island Hotel & Casino. While at Treasure Island I completed my master’s degree and was promoted to director of marketing at Bellagio. After five years with Bellagio, I joined Mandalay Bay Resort & Casino as the executive director of marketing, overseeing both casino marketing and brand marketing operations. During my four years at Mandalay Bay I played an integral role in negotiating and opening Delano Las Vegas. I was also selected to partake in the 12 Month Executive Leadership Institute program with MGM Resorts International. After that I accepted the position of vice president of advertising & marketing for Luxor and Excalibur Hotels. A few years later I was promoted to MGM Resorts International vice president of marketing operations for all US properties where I participated in portfolio level marketing programs across the resorts. In January of 2020 I accepted the position of chief marketing officer with JC Hospitality LLC, owners and property operators of Virgin Hotels Las Vegas. I was responsible for launching the Virgin Hotels brand in Las Vegas including the production of a national television commercial campaign along with supporting assets.

What lessons would you share with yourself if you had the opportunity to meet your younger self?

In 2007 I was promoted from Hotel Marketing Manager at Treasure Island Hotel & Casino to Director of Marketing at Bellagio. I had a high level of energy and desire to make major marketing changes right away. A new property signage program, a redesigned website and enhancements to the retail product line were just a few of the immediate changes I thought were necessary. As I began to incorporate these changes, I didn’t take the time to understand why they were programmed the way they were. I didn’t take the time to meet with the individuals who set these programs up to ask questions. I didn’t understand the reasoning behind their current structure. Coming in and making significant changes to any program or structure without conducting due diligence on the background of the current platform created instant animosity with colleagues and a level of distrust in our professional relationship. The lesson I would share with myself is to be sure I understand the “why” behind any current program, process, or structure before I made significant changes. I built a level of trust with stakeholders in the process by asking questions, asking for feedback, and discussing my “why” behind the change I want to make. You’ll find that you will create advocates rather than nay-sayers by conducting business in this manner.

None of us are able to experience success without support along the way. Is there a particular person for whom you are grateful for that support to grow you from “there to here?” Can you share that story and why you are grateful for him or her?

As the Vice President of Marketing Operations at MGM Resorts International I was provided the opportunity to work directly with Lillian Tomovich, who was the Chief Marketing Officer at the time. Lili quickly became a mentor and a friend that I’ve stayed in touch with over the years. Lili brought such a wonderful attitude to the office every day. She taught me, by example, how a positive attitude can become viral and can be applied in any setting. By smiling, saying hello to others every chance you get and always considering the silver lining to any situation I find that others respond in-kind. You can provide the tools and training for any job skill, but attitude is something you can never teach and is a daily choice. Lili once said, “Marketing & advertising is not brain surgery, it is not a cure for cancer. When challenges arise or mistakes are made, keep it in perspective. As important as our jobs are, no one is going to lose their life as a direct result of getting it wrong occasionally.” This has helped me tremendously in my leadership style and allows for creative thinking in the workplace without fear of making a mistake. This is especially important as Innovation is often hard to come by.

What day-to-day structures do you have in place for you to experience a fulfilled life?

I believe in creating a culture of work-life balance. I have a simple philosophy that I promise to my supervisor and ask of my team. At the end of the day, evaluate what you are working on. If you can stop what you are doing and finish the project first thing in the morning while yielding the exact same result, go home and spend time with your family and friends.

Are you working on any exciting new projects now? How do you think it might help people?

I am blessed and fortunate to have recently accepted the position of Vice President of the Board of Trustees for Olive Crest of Nevada. Since 1973, Olive Crest has transformed the lives of nearly 200,000 abused, neglected, and at-risk children and their families. The organization works tirelessly to meet the individual needs of kids in crisis by providing safe and loving homes, counseling, and education for both youth and parents. Olive Crest’s many innovative programs reflect a conviction that strengthening the family is the most powerful way to help heal children. With unwavering compassion, the Olive Crest family maintains a lifelong commitment to the youth and the families it serves even after they have graduated from the organization’s programs. Soon we will be launching a new campaign to raise funds that will allow us to increase our investment in young adults that are removed from government assistance at 18 years of age. I am very excited to kick this off and will have more details to share in the coming weeks.

Ok, thank you for sharing your inspired life. Now let’s discuss marketing. To begin, can you share with our readers a bit about why you are an authority on marketing?

I’m not sure I am an “authority” in marketing, but I have gained a tremendous amount of marketing wisdom over my 23+ year career in this discipline. I was fortunate enough to come up thought Las Vegas hospitality marketing at a time when non-gaming marketing was almost non-existent. As a hotel marketing manager in the early 2000’s I was a team of one, responsible for building hotel websites to compete with third party operators such as Expedia and Travelocity, managing email marketing campaigns to guests that were not part of the casino loyalty program, launching non-gaming special events across the property such as viewing parties for National Finals Rodeo and so much more. As time went on, non-gaming amenities grew in revenue and importance to Las Vegas mega-resorts and today the hotel marketing department is much larger with specialists in all the marketing verticals. Having to conduct all the specialty marketing verticals on my own really taught me the nuts and bolts of advertising and marketing and helped me understand the importance of an omni-channel approach to strategy.

Throughout history, marketing has driven trade for humans. What role do you see that marketing played to get human societies where we are today?

In my humble opinion, marketing has a direct relationship with psychology. A marketeer’s main function is to stimulate a reaction. By incorporating methods that drive a behavior, marketing plays an integral role in innovation and development. Yes, this admittedly leads to consumerism but many times, new ideas are stimulated by a marketing campaign offering a product or service that drives a reaction by the consumer. The consumer is stimulated to think about new and innovative ways of living their lives (most of the time better) than they did before they were subject to the marketing campaign.

I work in marketing so I’m very cognizant of this question. What role does marketing play in creating the human experience of “I don’t have enough” even when basic needs such as food, shelter, and clothing are met?

Irresponsible marketing leads to the mentality that you never really have enough. Responsible marketing leads to a sense of accomplishment, escape and rejuvenation. A perfect example is the marketing of chance, otherwise known as gambling. Yes, we promote gambling in my industry, but we also focus heavily on responsible gaming. What that means is, we are not interested in taking a customer for everything they are worth. We’d much rather cater to a consumer that budgets for gaming as a form of entertainment and knows when to be responsible with their money. We’d prefer to promote responsible gaming and create long-term repeat business and a loyal customer that enjoy the gaming floor along with many of the other amenities our resorts offer such as food & beverage, live performances, and relaxing experiences.

What responsibility do marketers have when it comes to people feeling that they aren’t enough?

I personally believe that effective marketing and advertising should reflect inclusion and diversity. However, the product must deliver upon the marketing promise being made to the consumer. There is a level of responsibility the marketer must attract the behavior they are attempting to stimulate; however, this should be done with ethics and honesty. Or should be so over the top that it becomes humorous so that the consumer doesn’t walk away feeling like they are not enough.

Many 21st-century marketing professionals in a capitalistic society will discuss solving human “pain points” as a way to sell products, services, and other wares successfully. In your opinion or experience, has aggravating pain points led to more pain?

In my experience it has not. The development of most marketing campaigns begins with a discussion about what your product or service will do to enhance the lives of those that experience it. To simplify my point, think about a Tide commercial. The “pain point” is a stain that simply won’t come out. They advertise their product as a solution that will keep your clothes cleaner and lasting longer to save you time, money, and frustration. I don’t think that leads to more pain. Even when I reflect on campaigns that use a fear tactic, such as most insurance companies, I don’t believe the outcome of their message creates more fear.

Different culture’s view trade/marketing differently. While some may focus on “pain-points” others may focus on “purpose-points”. How do other cultures differ in how they approach marketing? Please give examples or studies you may know about.

I had the privilege of living in South Korea for over a year. During my time in the country, it was obvious that marketing was focused on consumerism. Even in the less dense towns north of the capital, advertising was about consumption and not about any of the other things we’ve been discussing in this segment. At the time, 1998–2000, I believe this was acceptable. Today, I imagine the messaging has evolved into something that aligns with current marketing trends.

Okay, fantastic. Here is the main question of our interview: It seems as if we have never stopped to question marketing. In your opinion, how can marketing professionals be more responsible for how their advertising shapes our human experience of feeling safe, secure, and knowing that we matter? Based on your experience or research can you please share “Five Ways We Can Re-Imagine The Marketing Industry To Make It More Authentic, Sustainable, And Promote More Satisfaction”?

• I believe we are moving towards a more one-to-one marketing phase in history. This will allow marketers to provide information about products and services that are unique to an individual’s wants and needs. This will support an authentic message that is customized to everyone. This raises questions about privacy but we can save that for another interview.
• We can imagine a future where marketing is fun, interactive, and engaging. It can be entertaining and drive purpose for those that choose to engage. This type of marketing increases sustainability.
• I see our current state of marketing very similar to the way banking was viewed 15–20 years ago when it shifted from standing in line at your local bank to cash a check to online banking with mobile deposits. At first, everyone thought it was unsafe, intrusive, a violation of privacy and subject to potential hacking. Today it is the safest method of banking and has been adopted by the general public as a safe and secure way to transact. Marketing in general is collecting data on individual consumers that will allow it to be targeted and relevant. Right now everyone feels it is unsafe, intrusive, a violation of privacy and subject to potential hacking. When in fact, the level of regulation and oversight that is currently in place and being developed will provide a safe and secure way to transact.
• Deceptive marketing is a negative practice that all of us should avoid at all costs. Teaching the next generation of marketeers to embrace integrity and truthfulness in their craft is paramount in promoting sustainability and satisfaction.
• As marketing professionals, we can be more responsible for how our advertising shapes our human experience of feeling safe, secure, and knowing that we matter by being real, authentic, inclusive, and diverse with our messaging. Stay true to the brand promise your product or service provides but do it in a way that is sincere and heartfelt.

For you personally, if you have all your basic needs met, do you feel you have enough in life?

This is a matter of feeling content. As a society, we are conditioned at a very early age that we should never accept status quo and should stive to do better. Being truly content is a very mature and self-aware choice. I am very content and thankful for everything I’ve been blessed with. However, I also believe I can be content and feel I have enough in life while exploring ways to enhance my life further.

Do you have any favorite books, podcasts, or resources that have inspired you to live with more joy in life?

My faith, family, work and hobbies inspire me every day to live life with joy. There are books and other resources that I find joyful to engage with. Some of these are reading The Lord of the Rings trilogy with my wife and children, experiencing new destinations for the first time and spending quality time with my wife.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I often think about our current society and the acceptance of “quitting”. You see this everywhere. From marriages to the workplace to education. It seems our culture promotes a mantra of, “if it’s hard, quit.” If I could start a movement, it would be to reestablish or create a culture of working hard to stay true to commitments and always find a way to persevere through difficult times.

What is the best way for our readers to continue to follow your work online?

I am very active on LinkedIn and would invite anyone interested in learning more about to follow me at: Chad Brown | LinkedIn

This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.

About The Interviewer: For 30 years, Drew Gerber has been inspiring those who want to change the world. Drew is the CEO of Wasabi Publicity, Inc., a full-service PR agency lauded by PR Week and Good Morning America. Wasabi Publicity, Inc. is a global marketing company that supports industry leaders, change agents, unconventional thinkers, companies and organizations that strive to make a difference. Whether it’s branding, traditional PR or social media marketing, every campaign is instilled with passion, creativity and brilliance to powerfully tell their clients’ story and amplify their intentions in the world. Schedule a free consultation at WasabiPublicity.com/Choosing-Publicity.