by Max Marbut
Staff Writer
The executive staff at the Hyatt gained an international element last week with the arrival of Casper van Eldik Thieme, the hotel’s new director of sales and marketing.
Born and raised in Holland and educated at Hotelschool International University of Hospitality Management in The Hague, van Eldik Thieme came to Jacksonville from New York City where he was director of sales at the Grand Hyatt New York, a 1,311-room property on 42nd Street next door to Grand Central Terminal.
Van Eldik Thieme first came to America while he was in college and secured a six-month hospitality industry internship at Disney World.
“At the time it was the best six months of my life,” he said.
When he was offered an internship with Hyatt in 1998 after he graduated from the university, van Eldik Thieme was faced with a choice: a property in Saudi Arabia or a property “somewhere in America.” He decided to come back to the U.S. and soon arrived at the Hyatt Regency New Orleans.
“I worked in the front office and was later trained as manager on duty,” said van Eldik Thieme. “I loved the cultural experience in New Orleans.”
While posted in the Big easy, van Eldik Thieme found a career with Hyatt and worked his way up through the ranks into the sales department. He described his job as not so much marketing as “designing.”
“I would compare what we do to being a consultant or an architect,” said van Eldik Thieme. “I enjoy designing conventions for groups and making sure the plan fits their needs.”
After three years in New Orleans, van Eldik Thieme left the hotel industry to go to California to work with a high-tech startup company that was developing an instant messaging service. About the time the tech bubble broke, he was missing the hospitality business and went to work at the Hyatt Regency Las Vegas. In three years, he advanced from sales manager to associate director of sales, then got a promotion to director of sales that came with a transfer to New York City.
Van Eldik Thieme said when the opportunity to move to Jacksonville came his way, the hotel and the city made the decision an easy one.
“The first thing I discovered about Jacksonville is the southern hospitality you have here.” he said. “It’s amazing and it’s the same feeling that attracted me to the hotel business to begin with. Hyatt wants to have people in place who have a passion for the destination. I found that passion as soon as I got here.”
The property and the team are also a good fit, added van Eldik Thieme. The Grand Hyatt New York has 55,000 square feet of meeting space but the Hyatt here has double that amount. The management and staff also impressed the new director of sales.
“Everybody from the doorman to the general manager is on the sales team here. Our human capital is unique,” he said.
Jacksonville obviously moves at a much slower pace than New York City. That may cause van Eldik Thieme to start drinking coffee again, something he said he gave up during his three-year “adrenaline rush” in New York. He was, however, quick to point out, “That doesn’t mean I came here to kick back. I just think this is a great opportunity and Jacksonville will offer my family and me a more balanced life.”
Hyatt General Manager Dan King said van Eldik Thieme taking over as the hotel’s director of sales and marketing was the logical next step for Hyatt in Jacksonville. He also pointed out his new director’s marketing staff in New York earned Hyatt’s “Sales Team of the Year” award in 2007.
“We have had tremendous success here since the rebranding,” said King referring to Hyatt taking over management of the property from Adam’s Mark four years ago. “It’s important to maintain consistency and we need someone here who has experience dealing with large groups and national accounts.”
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