By Gary Cross, Executive Director of the National Association of Black Hospitality Allies

June 1998 - Now is the time many families and businesses are planning summer vacations and outings.  Here at the National Association of Black Hospitality Allies, we are being called upon to assist with booking rooms and making recommendations as to where to look for accommodations.

NABHA's first commitment is to its member properties. From there, we recommend those establishments that we
know are serious about using fair hiring and -employment practices. Companies that seek African American suppliers are very high on our list of where to go for quality and comfort. We are extremely favorable toward those properties that accept NABHA's Members Preferred Discount cards.

Recently, Atlanta hosted the Black College Weekend Spring Break. Needless to say, this activity inspired varying opinions as to whether or not it was good for the city. One reason for the lack of interest in hosting this year's event was a lack of planning in past events. In past years, the college visitors were treated as undesirables when it came to available city services. However; once the powers-that-be got together and planned activities for these
guests, the 1998 event was the best activity of its kind ever hosted.

The city of Atlanta received a very high grade for assisting its visitors with a well-executed plan of action. Because of be implementation program, many business owners did very well financially. Some claimed the recent event was more prosperous for their businesses than the 1996 Olympic games. During the black college weekend in Atlanta, NABHA personnel  were spotted counting thousands of dollars from selling hot dogs and sodas. (The opportunity was too good to pass up.) This is an example of what can happen when proper planning is exercised. The profits can be enormous.

Nearly 40 percent of all African American spending will occur during the summer season. How much of this market will your business capture? Blacks not only will use lodging environments; car rental companies, restaurants and airlines also will benefit.

Promotional activities within your community give you the opportunity to order a few items of distinction that may provide additional revenue. 1998 is the Year of the Jubilee for the black religious community - also a great theme to acknowledge.

If your property is interested in accessing the black community this summer, you may want to contact the Washington, D.C.-based National Coalition of Black Meeting Planners, whose members are all over the nation. Many professional associations - such as The National Black M.B.A. Assn. in Chicago, of which I am a member, and the 100 Black Men of America - will be holding major conferences and regional meetings this summer.

This summer is positioned to be one of the best ever in the lodging industry. The real question is: What are you doing to display the true spirit of hospitality? By positioning your business properly, the benefits can be enormous.