Leisure & Hospitality International - Spring 2015 - 61

that Marriott continues to update
today. "[Those] are amongst the most
comprehensive brand standards of any
hotel company."
Although he left Marriott to form
Electro-Media Design in 1990, Loether
still supports the hotelier today, along
with Fairmont Hotels and Resorts, Four
Seasons Hotels and Resorts, Loews
Hotels, ITC Hotels (India), and the International Association of Conference
Centres (IACC), having authored its
"Design for Great Technology" standards and best practices book. "We've
written master design standards and
brand standards for many hotel development and management companies,"
he says. "I don't think there is any other
consulting firm with that experience."
Some clients also use Electro-Media
Design to audit and negotiate service
contracts with outside AV Services
vendors, which results in the company
managing the RFP process. "We write
master contracts that establish winwin working relationships between the
hotel facilities, AV service vendors and
ultimately the guest," he says.
Hotel companies and asset managers also hire Electro-Media Design
to peer-review designs, Loether says.
"We've seen design packages from
all the other consultants," he says,
noting that the company avoids conflicts of interest. "We are always our
client's advocate. "
These reviews are especially effective with acoustics and noise control.
"We practice preventative acoustical design, catching and resolving
problems before they get built into the
project. It is always far better (and less
costly) to prevent noise problems than
to try to solve them later."
Today, "About 70 percent of our work
is lodging and hospitality," Loether
says, noting that the company's work
often takes it overseas. "Forty percent

Photo courtesy of Hirsch Bedner Associates

E L E C T R O - M E D IA D E SIG N LT D.

Electro-Media developed a "ballroom of the future" concept for the J.W. Marriott Esentai Tower in Almaty, Kazakhstan.

of our activity is for international clients and projects.
"We won't be the cheapest, but we
easily save many times our fees in
cost-effective designs and improved
revenues."

BRINGING EXPERTISE
With Loether's experience, Electro-Media knows more about its hotel clients'
operations "than most of the other
design consultants that come to the
table," he says. It brought its experience to the new ballroom of the Dallas
Renaissance Hotel, a Marriott property.
The design of the ceiling is a hybrid,
Loether says. "It provides a clean plane
for the eye to see," he explains. "We
coordinate all the infrastructure and
systems that are necessary to accommodate both in-house and outside audiovisual production services, so that
all of the system elements that would
normally penetrate a ceiling surface
are hidden in the shadows.

"That concept is one that we've
been working on and perfecting
over the years," he says, noting that
Electro-Media Design implemented
similar designs for the St. Regis Hotel
on Saadiyat Island, U.A.E., and for a JW
Marriott hotel in Kazakhstan.
Electro-Media looked at many factors during the design of the ballroom,
including the "show flow," which consists of the "flow and journey of guests
who are arriving into the space, as well
as the production activity through the
back of the house," Loether says. "We
look at everything from both sides,
so we're not only designing audiovisual systems anymore, but we're also
contributing to the overall function of
the [hotel's] architectural and interior
design and infrastructure."

ON CLOUD 9
Loether is proud of Cloud 9, a
dynamic, interactive, immersive,
"virtually-themed" food and beverage

Spring 2015 LEISURE AND HOSPITALITY INTERNATIONAL | WWW.LHIMAGAZINE.COM

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Leisure & Hospitality International - Spring 2015 - Cover3
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