MARCH–APRIL 2012
The World of
HOSPITALITY & TOURISM
DIMENSIONS MARCH–APRIL 2012
CONTENTS D EPARTMENTS 2 Let’s Talk
EDITORIAL Publisher Edward Davis Editor Christopher Young Editorial Committee Barbara Henn, Shirlee Kyle Advertising Cindy Allen Art Direction and Design Chuck Beatty
NATIONAL OFFICERS President Claire Coker North Atlantic Region VP Jennifer Harrington Central Region VP Micah Melling Southern Region VP Kendra Wrightson
BOARD OF DIRECTORS President: Roger Cartee President-elect: Jacklyn Schiller Secretary: Lynore Levenhagen Treasurer: Brycen Woodley Members: Marsha Bock, Jim Brock, Oleg Shvets, Dave Wait NAB Chair: Roger Glenn Ex-Officio Members: Edward Davis, Wayne Kutzer
EDITORIAL CORRESPONDENCE DECA Dimensions Attn: Editor 1908 Association Drive Reston, Virginia 20191-1594 deca_dimensions@deca.org
SUBSCRIPTIONS & CHANGE OF ADDRESS Dimensions Circulation 1908 Association Drive Reston, Virginia 20191-1594 (ISSN 1080-0476 is published four times each year—September/October, November/ December, January/February and March/April. Copyright ©2012 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DIMENSIONS, a publication of DECA, (USPS 566-200), Volume 31, Number 4. Postmaster—Send form 3579 for change of address to: DIMENSIONS, 1908 Association Drive, Reston, Virginia 20191-1594.
“ More than 114 million people will research travel online this year.”
4 My Turn 4 DECA Events 5 8 DECA Things to Do 26 Chapter Clips
— page 12
28 Quick Response
A CADEMICALLY PREPARED 7 What Do I Want to Be? Learn how Marriott is helping its potential employees “experience” its brand through social media before making a career decision.
11 International Experiences Thirty years ago, an international experience was a nice option on a résumé, but today it is a necessity, especially in hospitality and tourism.
12 Top 10 Hospitality Industry Trends for 2012 The hospitality and tourism landscape is evolving quickly as new technology demands that hotels become more social and engaging in their marketing efforts. Get a look at projected trends for 2012.
COMMUNITY ORIENTED 15 The Diamond Is Forever For many, DECA has a special place in the hearts of alumni. DECA is excited to unveil a new opportunity for alumni to give back and keep connected.
P ROFESSIONALLY
RESPONSIBLE
17 Opportunity Youth Learn about a White House initiative designed to help young unemployed people use their untapped potential to help the nation grow.
EXPERIENCED LEADERS 21 My Turn, Your Future The DECA National Vice Presidents have collaborated to give their best career, college and DECA advice.
24 Team 66 Bids You Farewell Your DECA National Officer Team says goodbye after serving you this year. On the Cover: The Renaissance and Courtyard Doha City Center located in Doha, Qatar. Courtesy of Marriott International, Inc.
DECA DIMENSIONS | March–April 2012
1
LET’S TA L K
COURTESY Opens Doors T
homas Fuller once said, “All doors open to courtesy.” The politeness and consideration people show others in daily encounters can arguably be one of the most valuable actions consciously taken. People do not have to be civil to get where they want to go. They can ask a question and most likely get an answer. They can talk with co-workers and avoid confrontation, but to be polite and courteous to others is invaluable in the business world. It is called “going the extra mile.” When traveling to Marriott Headquarters this year, our officer team got the incredible opportunity to meet with leaders in the hospitality field. One thing that stood out the most when visiting was the courtesy they not only showed us but also their co-workers. Everyone had admiration for each one of the staff members and talked about them with great pride. It was easy to see that the courtesy within the company had a trickle down effect. Courtesy was appreciated at the highest level there, so all staff showed it to anyone they encountered. This came across not only at the headquarters, but also at the Marriott we stayed at just a few miles away. DECA gives us all the amazing opportunity of traveling to conferences outside our own states and meeting people from all across the globe. On those trips, we will encounter a multitude of people. They range from hotel staff to waiters to advisors, and they all deserve the same level of common courtesy. Just thanking someone for their help, or opening the door for a stranger can make them appreciate you. By showing respect to others, you will be granted the same.
This may all sound like common sense, but it is surprising to see how many people are shocked that I might open a door for a group of students, hold an elevator, or leave a tip for the staff that cleaned my hotel room. In my year of travel, I have found that courtesy to others has gotten me farther in life. It comes back around. If you go out of your way to be polite to others, they are more likely to do the same for you. It may be as simple as holding a door for others, but people remember acts of kindness. So on your next adventure or just on your next day at school, be courteous to the people around you. Go the extra mile to be polite, write a thank-you note to a deserving friend, or even just open a door for a stranger. You may be surprised who takes notice. Being polite could land you an interview, or even a job. It can make you memorable. Courtesy can open doors. Best Wishes,
Go to www.facebook.com/decainc to join the conversation. 2
DECA DIMENSIONS | March–April 2012
Claire Coker National DECA President decaclaire@gmail.com
N O R T H W O O D
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MY TU R N
Speak A
re you ready to stand in front of a large crowd to give a speech, or lead a presentation to a board of directors? These could be two activities that you are asked to do once you land your dream job. Luckily for you, in DECA you can fine-tune the presentation skills needed to do this with confidence. An individual who possesses good public speaking skills is an asset in any profession, and DECA is there to help. The competitive events you participate in are perhaps the number one place to work on public speaking in DECA. In role-plays and business-plan presentations, you are asked to present your ideas to judges who are taking the role of a manager or board of directors. Before entering the room to compete, you must be prepared to knock the socks off those judges. The saying “practice makes perfect” comes to mind. Practice in front of your business and marketing classes, friends and family, and in front of your DECA team. You can receive great feedback on how to perfect your speech and become super confident when it’s time for you to compete! Speeches are another great way to practice public speaking in DECA. If you decide to run for a DECA officer position on any level, you will probably be asked to give a short speech about yourself and your ideas to improve our 4
already wonderful organization. Your challenge is to prove to your constituents that you have what it takes to bring about change. This is no easy task and having confidence while speaking is the key to succeeding. Again, you must practice! Have friends and teachers read over your speech for suggestions on how to make it flow nicely. It is easier to deliver a speech when you are familiar with the topic and it is clearly written. There are also outside activities that can enhance the skills you learn in DECA. Enroll in a public speaking course with a teacher and a group of students who can give great constructive criticism. Be the first one to volunteer in your other classes to lead a group discussion or present the project findings to the class. Find that public speaking con-
test in your area, and compete for the award. Push yourself! The most introverted of us can become accomplished speakers if we just make ourselves do it! If you have participated in all these ways to improve your public speaking skills, you are well on your way to being a great public speaker! Remember, speak up, because you may just find yourself landing your dream job with the amazing skills you possess thanks to your hard work and your participation in DECA!
Jenn Harrington North Atlantic Region Vice President decavpjenn@gmail.com
DECA EVENTS March 2012
1 ICDC competitors’ final membership eligibility
1–27 Piper Jaffray Spring Online Survey
2 Corporate Advisor Scholarship applications postmark deadline 9 National Officer applications due
DECA DIMENSIONS | March–April 2012
April–May 2012 28–1 DECA International Career Development Conference, Salt Lake City, Utah
July 2012 5–21 DECA goes to China
July–August 2012 31–2 DECA Emerging Leader Summit, Los Angeles, Calif.
8
DECA THINGS TO DO in March, April and Beyond
1 Polish your performance
Are you advancing to DECA’s International Career Development Conference? The competition is fierce! Read a special publication designed to help you take your performance to the next level. To read the publication, visit www.deca.org/issues/24/.
5 Set your sights on the fall If you’re an underclassmen, start making plans for next year. DECA will host conferences this fall in Seattle, Wash.; Dearborn, Mich.; Chicago, Ill.; New York City, N.Y. and Washington, D.C. For more information, visit www.deca.org/events/.
2 Make your portfolio Reflect on your year in DECA and gather your list of awards, accomplishments and achievements to include in your personal portfolio. If you compete at DECA’s International Career Development Conference, ask your advisor how you can obtain your competitor transcript.
3 Dash for the diamonds If you’re attending DECA’s International Career Development Conference in Salt Lake City, Utah, reserve your spot in the second annual Finish Line DECA Dash for the Diamonds 5K Run/Walk. For more information, visit www.deca.org/events/5k.
4 Sharpen your leadership skills
this summer
Are you a recently elected chapter officer or association officer? Consider attending the all-new DECA Emerging Leader Summit this August in Los Angeles, Calif. For more information, visit www.deca.org/events/.
6 Say “thank you” Take a moment to thank your DECA advisor for everything he or she has done for you. Think of a special way to show your appreciation whether it’s with a handwritten note or memorabilia from the DECA year!
7 Take DECA to college Your DECA experience doesn’t have to end when you graduate. Experience all the same thrills of competition, conferences and networking in Collegiate DECA. For more information visit, www.decacollegeconnection.org.
8 Stay connected Be sure to like DECA’s Facebook page, follow DECA on Twitter and join the DECA LinkedIn group so you stay updated on all the latest DECA news and continue to build your network. For more information visit, www.deca.org. DECA DIMENSIONS | March–April 2012
5
ACADEMICALLY PREPARED
What do I want to be when I grow up?
by Lexi Gordon
R
emember being in second grade and learning about the solar system? When adults would ask you what you wanted to be when you grew up, you would say “an astronaut” with complete confidence. If you only knew it required an Einstein-like IQ. Even if every second grader doesn’t end up walking on the moon as an adult, there’s likely still a connection between the things we learn and experiences in our adolescence that can influence career decisions as a grown-up. Now, imagine the possibilities in a social media world. If learning about the planets from a textbook was enough to convince me to become an astronaut when I was seven-years-old, seeing a live stream of a satellite filming the
surface of Mars on YouTube is enough to convince me to become the president of NASA in 2012. The power of social media means we’re more engaged in things than ever before. Companies are applying the power of “experiencing” their brand through social media as a way to help people make the right decision on a job or career. You can make a better decision when you engage directly with a company and the people working there. Marriott International, a leader in the global lodging industry, has recently been applying these social tools in the hopes of influencing, engaging and attracting future talent. One such tool the company recently launched is the social game, My Marriott HotelTM, to give players a window into working at one of the more DECA DIMENSIONS | March–April 2012
7
than 3,700 Marriott hotels around the world. My Marriott Hotel currently includes one game focusing on the kitchen aspect of running a hotel and has plans to add more in 2012. Players begin by selecting their general manager, purchasing food and supplies and hiring staff. The idea is to create delicious food to please customers, resulting in high quality ratings and more revenue for your restaurant. Sounds easy, right? Players soon find out that running a kitchen is just like running a business! There’s strategy involved: the cost of food can change—what’s the right balance between quality and cost? New menu items are introduced—are these items worth the time to prepare? Training is available to staff—will this result in the creation of a better product? Balancing all of this, while keeping an eye on budget, is quite challenging— and necessary—to run a successful hotel kitchen. People of all ages are playing social games. Think about the wildly popular FarmVille or CityVille. By launching a social game of its own, Marriott is giving players a taste of what it takes to work for the company and the ability to talk about that experience online. But this is just one of the many ways Marriott is using the digital landscape and social media to engage potential employees by cultivating content that best showcases the brand. For example, the company runs several blogs, including Marriott on the Move—a blog written by Chairman and CEO, Bill Marriott; Marriott in the
Kitchen—written by Chef Brad Nelson, the company’s Corporate Chef; and marriottU—written by university recruiters for students considering careers in hospitality. Like any social tool, blog readers are encouraged to comment and share, creating a two-way conversation. Marriott also extends its social reach through company, brand and careers Facebook platforms that collectively reach over half a million users. But companies are looking beyond simply having a presence on these platforms. The content has to be compelling, and users have to have a way to engage and interact. Even if deciding on a career is in the distant future, there are so many ways you can still learn about potential careers outside of what you may learn in the classroom. With social games, video blogs, Facebook chats, and Tweet-ups, you can experience a potential job and company before committing. Since so many companies are beginning to participate in this space—where millions of people already are—you can also be exposed to many more careers than your typical textbook may cover. Perhaps becoming an astronaut may not be the only career choice you will hear from second graders in the future.
Lexi Gordon did not, in fact, become an astronaut when she grew up. She is currently an employee of Marriott International where she manages the company’s employer brand.
Paasha at Pune Marriott Hotel & Convention Centre, Pune, India. Courtesy of Marriott International, Inc.
8
DECA DIMENSIONS | March–April 2012
IF YOU'RE GOING TO PLAN,
PLAN BIG!
W
ant to plan events and conferences? Market sports teams or manage an
entertainment venue? Or maybe your goal is a career within the hotel, travel and tourism industry. No matter what your plan is, Johnson & Wales University can help you get there. Through a unique approach of combining academics and experiential education, The Hospitality College prepares students just like you to be career-ready in the hospitality industry. And if you’re a DECA member? You may be eligible for scholarships up to full tuition! Last year, JWU awarded more than 6,500 scholarships totaling more than $79 million. Plan big with us. For more information, visit www.jwu.edu/NSO.
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PROVIDENCE, R.I.
|
NORTH MIAMI, FLA.
|
DENVER, COLO.
|
CHARLOTTE, N.C.
First Class.
NIAGARA UNIVERSITY’S COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
The Villa d’Este on Lake Como, Italy. One of many work abroad locations.
• Nationally ranked program • World’s first bachelor’s degree in tourism • Founding Member of Leading Hotel Schools of the World
HOTEL SCHOOLS OF THE WORLD
• Student Consulting Teams at The Waldorf-Astoria. • Cruise Course with Carnival Cruise Lines. • National/International internships and job placements. MANAGEMENT MAJORS IN HOTEL/RESORT, TOURISM, FOODSERVICE, SPORT
Education That Makes a Difference
www.niagara.edu/hospitality
ACADEMICALLY PREPARED
The New Necessity
for Hospitality and Tourism
by Gary D. Praetzel, Ph.D.
by Gary D. Praetzel, Ph.D
T
hirty years ago, an international experience was a nice option on a résumé, but today it is a necessity, especially in hospitality and tourism. Worldwide, approximately 10 percent of the labor force works in the hospitality and tourism industry. In the United States, it is the first, second or third largest employer in 30 states. All major hospitality companies have a global footprint. For example, Marriott has operations in over 80 countries. Carlson, which owns companies like Radisson and T.G.I. Friday’s, has operations in 140 countries employing 180,000 people under its brands. Examining hotel development globally, only 25 percent of newly built hotels are being constructed in North America, and the biggest growth is in places like China and India. During your career, one—if not all of these three things—will be true: you will spend time working abroad, you will work for a foreign-owned company or you will be working extensively with international clients or guests. When considering a hospitality and tourism program in college, investigate the opportunities to intern abroad in a program exclusively dedicated to hospitality and tourism. For example, one custom-designed, major-related experience in Niagara University’s College of Hospitality and Tourism Management, the Lake Como Work Abroad Program, focuses solely on work experiences, recognizing that a student will very likely someday be working abroad for a period of time. During this experience, students work in luxury hotels in Lake Como, Italy, including the Villa d’Este hotel, which was recently rated by Forbes Traveler as the number one hotel in the world. Students not only
gain international work experience, but they also learn exceptional customer service skills, as these hotels are small family-owned luxury boutique properties providing outstanding and personalized customer service. Students work a normal 40-hour week and live in the workers’ quarters of the hotel. Not only do students gain great résumé experience, they also demonstrate to employers that they can work anywhere in the world. Students who participate in a true international hospitality and tourism internship gain marketability and confidence. They show employers that they are more flexible, more adaptable, more openminded, more interested in learning about people different than themselves, more independent and more willing to relocate. These traits in addition to an overall excellent academic experience make students more hireable. Gary D. Praetzel, Ph.D., is the dean of the College of Hospitality and Tourism Management at Niagara University. He has worked at the university for 33 years and has been instrumental in developing a co-op program and industry experiences for students. DECA DIMENSIONS | March–April 2012
11
TOP
10
HOSPITALITY INDUSTRY TRENDS FOR 2012 by Robert A. Rauch, CHA
T
he upcoming year is projected to be a better and brighter one for the hospitality industry, but what are the new factors driving the market in 2012? The landscape is evolving quickly as new technology demands that hotels become more social and engaging in their marketing efforts, travelers are looking for the best value propositions, and consumer demand is pushing for hotels to make concerted efforts on property upgrades and improvements. To understand the market and to help hoteliers capitalize on what’s to come, Robert Rauch, otherwise known as the Hotel Guru and president of R.A. Rauch & Associates, the leading San Diegobased hospitality management company, has compiled his list of Top 10 Hospitality Industry Trends for 2012:
1
Hoteliers will invest in reinvigorating properties to take advantage of the market.
After years of delaying capital expenditures, hotel companies are betting that now is the best opportunity to renovate their properties. In 2012, we’ll see even more hotels renovating lobbies, restau12
DECA DIMENSIONS | March–April 2012
rants, bars and fitness centers, as well as replacing beds, TVs and more. Hotel sales, an absolute outcome of an improved market, will spur even more renovations since sale contracts always contain a provision requiring the new owner to upgrade the property.
2
There will be little to no new development dollars on the debt or equity side.
This is good news for most, but bad news for the developers who genuinely have enviable sites in great markets. Despite that, optimism reigns. A great deal can, and will, get done. We’ve seen it. In fact, we’re working on one ourselves!
3
Online booking will continue to (modestly) grow.
The number of U.S. travelers booking and researching online is still growing. More than 114 million people will research travel online this year, while 94 million will actually book reservations. While more than 50 percent of travel bookings are made on the Internet, the online travel market has matured and I expect modest growth and stabilization.
4
More mobile bookings and research will be done by travelers.
More and more travelers will be turning to their mobile devices to not only research lodging and travel options, but to book and communicate room preferences directly with the hotel. Mobile channel booking has increased four-fold between 2008 and 2010 according to Forrester Research. Plus, Google is projecting that mobile will overtake PCs as the most common web-access device by 2013! With travelers adopting smartphones and tablets at such a rapid pace, it’s crucial for hoteliers to optimize their websites for mobile usage to capture potential mobile transactions.
5
Demand and average rate are up in most markets, but not equally distributed.
The top 25 markets in the U.S., and those that were really battered at the height of the recession, have seen the most bounce by and large. Many secondary and tertiary markets have not seen a strong recovery to date.
6
Revenue management will make the art of managing a hotel more of a science.
Revenue management has morphed from the days it was first introduced by the airline industry in the 1970s, to being a complex science today. Managers have always lowered prices to stimulate sales when demand is weak and have raised prices during peak demand periods. Hotels are now able to update prices for all future arrival dates to match market demands each day via advanced market intelligence applications. TravelClick has pace reports for transient and group demand that look at bookings one year in advance. Plus, Smith Travel Research will soon introduce reports offering intelligence that looks at future bookings rather than solely historic figures.
9
Prepare for growth.
However, know where we are in the game. We are in the second inning of the industry when compared to a baseball game with the peak or ninth inning coming in 2016. Use caution from 2017 and beyond! These next five years will see hotel values with annualized double-digit growth. Demand will stabilize in 2012 but rates will grow beyond the rate of inflation. That means profits and values improve markedly.
10
Social media will continue to transform connections with travelers.
By 2016, half of the travel industry will be using social media as a way of generating revenue and bookings. Currently more than one-fifth (22 percent) use social media as a revenue-generating tool with a further 27 percent planning to do so over the next five years. Plus, social media will become more of a key component of search engine results page (SERP) algorithms. Facebook posts are already integrated into Bing search and Google+ emerged with native integration into Google search. Hotels can no longer afford to linger over adding social media to their marketing mix. It’s now a necessary element of traffic-driving success.
7
Proliferation of distribution channel management will largely impact pricing.
More than ever, it will be vital for hotel owners and operators to stay on top of the distribution landscape that is expanding beyond online travel agencies (OTAs), including popular sales vehicles such as meta-search, flash sales and mobile channels. Beyond simple awareness of the different mediums available to sell hotel rooms, hoteliers must know the costs of the variety of distribution channels and the returns expected from each. Hoteliers must preserve rate parity and their brand by utilizing the most cost-effective distribution channels, instead of using desperate measures to sell inventory.
8
Brands will put more money into deals to expand market share.
The brands are at war for the development deals that have a chance to get financed. Starwood, Hyatt and Intercontinental are aggressively pursuing the Hilton and Marriott juggernaut. Whether it’s key money, mezzanine debt or equity, seasoned developers will have their way with the brands as they fight for share of the new builds. 14
DECA DIMENSIONS | March–April 2012
There are still concerns in the upcoming months that include job growth, oil costs, Europe and consumer confidence. However, we expect 2012 and beyond to bring in the return of “good times,” with Americans returning to the road and skies amid optimism about the USA’s economy. This is good news for the industry, but at the same time decision makers will need to be aware of these new factors that are now driving the market. The hotels that understand this and make an effort to capitalize on this will be very successful in the upcoming year(s). Mr. Rauch serves as President of R. A. Rauch & Associates, Inc. He is a nationally recognized hotelier serving clients in all facets of the industry. Rauch has over 35 years of hospitality-related management experience. He can be reached at rauch@hotelguru.com or www.hotelguru.com.
COMMUNITY ORIENTED
THE DIAMOND IS
FOREVER F
or more than 65 years, DECA has been preparing emerging leaders and entrepreneurs in marketing, finance, hospitality and management. In fact, DECA has impacted the lives of over 10 million students, educators, school administrators and business professionals since it was founded in 1946. As one of its guiding principles, DECA instills a desire to become community-oriented individuals who continually impact and improve their local and broader communities. DECA is proud to announce a new opportunity for alumni, professional members and others to continue to demonstrate their ability to give back. Through DECA’s new giving program, individuals can make financial contributions to DECA. With these contributions, donors will invest in programs so that DECA can continue to prepare the next generation to be academically prepared, community oriented, professionally responsible, experienced leaders. Become a part of this exciting opportunity and become our partner in ensuring that the diamond will last forever. For more information, please contact DECA’s Corporate and External Affairs department at (703) 860-5000.
She works to put clothes on your back.
He works to keep you from losing your shirt.
And Berkeley College prepared them for a career. Marilyn Martillo Sales Events Manager, Chanel USA, Inc. B.S., Fashion Marketing & Management Berkeley Class of ‘07
Different passions lead to different professions. For many, Berkeley is the perfect place to prepare. Proven degree programs provide practical experience through internships or job-related assignments. And an accomplished, supportive faculty and staff help with everything from applying for scholarships and financial aid…to tutoring…to lifetime career assistance for graduates.
Joseph Stephens External Auditor, Deloitte & Touche LLP B.B.A., Accounting Berkeley Class of ‘10, Cum Laude
Take your first step today. Call: 800-446-5400, ext. GD3
Check us out at:
NY: Midtown & Lower Manhattan | Brooklyn | White Plains NJ: Newark | Paramus | Woodbridge | Woodland Park
YouTube
BerkeleyCollege.edu • info@BerkeleyCollege.edu
BERKELEY COLLEGE ONLINE: BerkeleyCollege.edu/Online
Berkeley College reserves the right to add, discontinue, or modify its programs and policies at any time. Modifications subsequent to the original publication of this information may not be reflected here. For the most up-to-date information, please visit BerkeleyCollege.edu. For more information about Berkeley College graduation rates, the median debt of students who completed programs, and other important disclosures, please visit BerkeleyCollege.edu/disclosures.
DECA DIMENSIONS | March–April 2012
10193.11.2011
15
PROFESSIONALLY RESPONSIBLE
Opportunity
Yout h
L
ast summer, Darrion Dixon, a 20-year-old had just been accepted into UPS’s Louisville, Ky., summer jobs program, an initiative supported by the U.S. Department of Labor’s Summer Jobs USA campaign. Dixon had ambitions of growing his career with UPS and possibly becoming one of the company’s next success stories. “I plan on giving all I got to this job,” he said in an interview with Knowledge@Wharton High School. “I’ll try my best and give 110%.” Before he found a job with UPS, Dixon represented what President Barack Obama referred to this week as an “Opportunity Youth,” a young unemployed person with “untapped potential to bring to the nation.” In recent years, the number of so-called “Opportunity Youth” has been growing. Teen unemployment—representing people ages 16 to 24 who are out of work—has continued to rise in the past three years, topping 30% in many states. Over 20% for Three Years In January, the White House vowed to tackle youth unemploy-
ment head-on through its Summer Jobs+ program, a call to action for businesses, non-profits and government to work together to provide pathways to employment for low-income and out-ofwork youth in the summer of 2012. “America’s young people face record unemployment, and we need to do everything we can to make sure they’ve got the opportunity to earn the skills and a work ethic that come with a job,” said President Obama during the announcement. “It’s important for their future, and for America’s.” The program looks to create nearly 180,000 employment opportunities for low-income youth in the summer of 2012, with a goal of reaching 250,000 employment opportunities by the start of summer, at least 100,000 of which will be placements in paid jobs and internships. AT&T, Gap, the Department of the Interior and Jamba Juice are among the companies and agencies that have committed to hire youth. While the Obama administration’s commitment to youth employment will help at least some of the estimated 1.4 million DECA DIMENSIONS | March–April 2012
17
young Americans who are out of work find jobs this summer, it is significant in other ways. “It suggests that Washington and the White House have taken notice of what is going on in the teen job market,” said Michael Saltsman, a research fellow at the Employment Policies Institute in Washington, D.C., who is an expert on entry-level employment. “So much focus this past year has been on the overall unemployment rate, but we’ve lost focus on the high unemployment rate for young people. The country’s teen unemployment rate has been over 20% for three years. We haven’t ever seen that before. Essentially, it means that somebody in high school has almost completed a full cycle of school without knowing anything other than a job market where it is very difficult to find work. It’s a new paradigm for this generation.” The economic recession has forced employers to eliminate teen-specific positions, adds Saltsman, and has resulted in older people competing for jobs once filled by teens.
“High school seniors employed 20 hours a week were expected to earn hourly wages 11% higher than their counterparts six to nine years later.” an hour. Davis reportedly earned a total compensation of $9.5 million in 2010. Saltsman urged teens not to procrastinate with their summer job search. “Teens need to be in the mindset to search for their summer employment earlier. There is going to be more competition for these jobs,” he suggested, adding that many applications will be coming through the door and sitting on the hiring manager’s desk. “Making an in-person follow up visit and dressing nicely for your follow up could help set you apart from other people who are just turning in an application and hoping they get a call back.” This article first appeared in Knowledge@Wharton High School at http://kwhs.wharton.upenn.edu and is reprinted with permission.
Get Your Hands Dirty The issue of teen joblessness has a much more far-reaching impact than less money to spend at the mall. On-the-job experience prepares young people for the workforce through what the White House referred to as “life skills” and “work skills.” “It is the set of skills you learn on the job that you don’t necessarily pick up in high school,” noted Saltsman. “It’s what you learn from working with a manager, dealing with customers, having to show up for work every day. These are the skills that make a teen more valuable down the line.” Saltsman cited a study out of the University of North Carolina-Greensboro concluding that high school seniors employed 20 hours a week were expected to earn hourly wages 11% higher than their counterparts six to nine years later. The vast majority of young people who start out in a job earning minimum wage tend to get a raise in their first one to 12 months on the job. “Young people have a quick learning curve and earning potential, but it does require being willing to get in there and get your hands dirty,” said Saltsman. “You may not like what you have to do the first few months of a job, but keep in mind that it is working toward a higher wage and that next better job.” Countless big-time CEOs recall the work ethic they learned from their first jobs as teens flipping burgers or stocking grocery shelves. UPS CEO Scott Davis picked pears in Medford, Ore., for $1.25 18
DECA DIMENSIONS | March–April 2012
EXPERIENCED LEADERS
MY TURN,
YOUR FUTURE
The DECA National Vice Presidents have collaborated to give their best advice as you look ahead to your future in a job, in college or in DECA. YOUR
Future in a Career by Kendra Wrightson, SRVP
Consistent eye contact, great posture, a firm handshake and a polite attitude—all concepts that DECA competitive events taught me throughout my high school career. In the past, those concepts helped me earn a chance to compete at ICDC, but today those concepts are helping me lay a strong foundation for my future career. By experiencing DECA’s competitive events, I was able to take the knowledge I learned and interview successfully with various employers. Because of DECA, I am now an employee of Apple, which provides the best career opportunity for my future within marketing of technology. As I look at where my career is at this very moment, I cannot look at it without thanking DECA. In today’s society, employers are looking to hire people who have the ability to think logically, handle business scenarios efficiently and provide great customer service. Employers are looking to hire DECA members. Being a part of DECA has given you the opportunity to prepare for your career by focusing on different aspects of the business world. From marketing and finance to hospitality and entrepreneurship, you have learned the basic foundations of every successful business in today’s economy. Let’s face it—wouldn’t you want to hire someone who has written a 30-page business proposal at the age of sixteen? As you move on to greater opportunities, such as a serious job or your dream college, do not forget about the organization that provided you with the tools for success. Being a part of DECA has made you the best of the best for one single reason—you now have the capability of becoming a future leader or entrepreneur. Do not ignore the skills DECA has provided you. http://www.deca.org/page/careerready/ DECA DIMENSIONS | March–April 2012
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Future with DECA YOUR
by Micah Melling, CRVP
Future in College YOUR
by Jenn Harrington, NARVP As the spring draws near, many of you in your senior year will be deep in the process of applying to college and waiting for acceptances. Even though you may feel as if your time in high school is over, it does not end until the last bell of the official last day of school; don’t lose your drive! Keep studying hard so your grades are the best. Your dream school may still be keeping an eye on your performance. Choosing a major is not mandatory when entering college, but now is a great time to start thinking about what you would like to study in the future. If you are interested in business, marketing, hospitality, or entrepreneurship, think back to your DECA competitive events. Were there any you enjoyed or did especially good in? Maybe you excelled in Advertising Campaign. You might have a future working for a large company handling their advertising! Let DECA help you with your future plans in college. Freshmen, sophomores and juniors: You may have already begun your college search and may have even started applying. Begin setting up your future in college now. If you are unsure of where you would like to attend college, there are several great schools partnered with DECA such as Johnson and Wales University, Fashion Institute of Design and Merchandising, Northwood University, DeVry University and more! Find which colleges suit you best, start visiting them and get to know what they offer; you can even begin to look into scholarships now! Your future awaits you and DECA is here to help! http://www.deca.org/page/collegeready/ 22
DECA DIMENSIONS | March–April 2012
The umpire called “strike three,” signaling the end of the game. But it wasn’t just the end of the game; it was the end of my high-school baseball career. At that moment, I remember feeling sad and desperately wanting to re-live the entire experience. I knew that was impossible though. A few days later, I realized that I could still stay involved with America’s pastime. I could help coach youth teams; I could throw batting practice to former teammates; I could donate my old equipment. I liken this foregoing scenario to DECA. Although many of your careers in high school DECA are nearing an end, you can always stay involved in this life-changing organization. One way to remain active is to join Collegiate DECA. If your college doesn’t have Collegiate DECA, take the lead in starting a chapter. You can always join the Collegiate Virtual Chapter found at www.decacollegeconnection.org and remain eligible to participate in competitive events and conferences. Another option is to be an active alumni member, which will give you a platform to give back to DECA. You can help students prepare for competition, assist with fundraisers or brainstorm ideas to improve your former chapter. DECA has an undeniable impact on all of its members. This impact is made possible by people who love this organization and desire to improve it. As a former member, you can take the lead in providing incredible opportunities to DECA members. Don’t miss this opportunity. http://www.decacollegeconnection.org
TEAM Bids You FAREWELL
66 Micah Melling CRVP
Serving as DECA’s Central Region Vice President has been the pinnacle experience of my life. To the entire Central Region, thank you for allowing me to serve in this position. All of you have made this an unbelievable experience. I cannot express my gratitude and appreciation for each and every one of you.
Kendra Wrightson, SRVP To my Southern Region DECA members: Without your support, your passion and your ambition, my year would not have been as enjoyable and memorable as it was. You have taught me the true definition of aspiring higher—to push yourself past the goal you originally set. As this year comes to an end, I hope that all of you can say the same and will continue to ASPIRE HIGHER as you move onto your future endeavors. Thank you for such an amazing year. 24
DECA DIMENSIONS | March–April 2012
Claire Coker, President Thank you to everyone who has inspired me to fulfill my DECA dream this year. Through DECA I have made lifelong friends and had the experience of a lifetime. DECA has changed who I am and what I want to become, and it will do the same for any member who decides to ASPIRE HIGHER! Thank you, my DECA Family!
Jennifer Harrington, NARVP Thank you all for a year in DECA I will never forget! I loved getting to know many of you and will greatly miss serving as your North Atlantic Region Vice President. Keep aspiring higher and continue to take advantage of all the wonderful opportunities DECA has for you!
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CHAP T E R C L I P S Across the globe, DECA chapters engage in activities that encourage our members to become academically prepared, community oriented, professionally responsible, experienced leaders. Share your chapter’s activities by e-mailing deca_dimensions@deca.org.
By creating a human ice cream sundae that included chocolate syrup, marshmallows, sprinkles and cherries, the D.C. Everest (Schofield, Wisc.) DECA chapter raised $321 for the Muscular Dystrophy Association in less than 15 minutes during a school-wide assembly.
Gaming research Klamath Union (Ore.) DECA teamed with a local gaming casino to research the feasibility of expanding the facilities to include an event center, more dining options and other amenities. Learning about the hospitality and tourism industry, DECA members were responsible for meeting with the casino marketing team, creating a survey, processing the survey and developing recommendations.
Life books Edmond Memorial (Okla.) DECA members created and personalized a Life Book for foster children. Life Books are similar to scrapbooks in that they chronicle important life events. The children receiving the Life Books will have pictures and memories of their childhood, even when they leave their foster family.
Leadership institute Oregon DECA and FBLA hosted the Oregon Leadership Institute for 430 attendees. The institute featured workshops, general sessions, energizer sessions, leadership adventures and competitive events training. The workshops consisted of topics ranging from “Breaking the Ice in Casual Conversation” to “Building and Maintaining a Strong Chapter.”
Dine and dance To step outside their boundaries and get to know each other better, A.C. Reynolds (Asheville, N.C.) DECA members went to dinner at a local restaurant and ended the evening with contradancing, a modern form of square dancing.
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Ice cream for MDA
DECA DIMENSIONS | March–April 2012
Off and running The newly formed Washington Lee (Arlington, Va.) DECA chapter participated in its district leadership conference, was recognized for achieving Peak Level in the DECA Membership Campaign and is gearing up for the state leadership conference.
Experiencing the BCS Championship game Warren Easton (New Orleans, La.) DECA members volunteered at the BCS championship game at the MercedesBenz Superdome to gain customer service skills and earn community service hours. They learned qualities such as responsibility, teamwork and leadership as they inventoried products, prepared food and drinks and served customers.
CHAPTER CLIPS Empowering women
Making strides The Wyandotte-Roosevelt (Mich.) DECA chapter raised more than $3,300 for the American Cancer Society’s “Making Strides Against Breast Cancer” walk. The chapter sold pink bracelets, stickers, pink cotton candy, t-shirts and conducted numerous other fundraisers.
Georgetown (Ohio) DECA members held a community service event in conjunction with International Girls Day to help build confidence in their female classmates. Activities included displaying signs with uplifting messages, a confidence pledge, essay contest and collecting signatures of support.
Hands up! Stand up! King George (Va.) DECA supported Rappahannock Region Council on Domestic Violence with a chapter t-shirt sharing the message of “Hands Up! Stand Up! Against Domestic Violence” to wear on designated days.
Proclaiming DECA Week Buchholz (Fla.) DECA celebrated DECA Week by receiving a proclamation from the City of Gainesville and Mayor Craig Lowe. The chapter celebrated the week with volunteering projects, a DECA diamond scavenger hunt, a DECA cakewalk and teacher karaoke day.
STOP! The Candy Shop
A sweet new tradition
Grayson (Gwinnett County, Ga.) DECA has worked with “STOP! The Candy Shop” to increase awareness of sex trafficking in Atlanta. Members sold lollipops to raise money in hopes of curbing sex trafficking and held a drive to collect toiletry items.
Virginia DECA District 18 President Hanna Gardner and Riverbend (Va.) DECA members hosted the first-ever “Ginger Bread House Build Off” and displayed them at the Spotsylvania Towne Center. Teams from Riverbend, Massaponax and Spotsylvania participated in the challenge and collected donations from spectators to donate to charities.
DECA DIMENSIONS | March–April 2012
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QUICK RESPONSE Learn more about the topics featured in this issue of Dimensions! Download an app at reader.kaywa.com and use your camera-enabled smartphone to reveal the contents of the QR codes below.
The path of hospitality As you begin looking at hospitality degree programs, visit websites of hotel companies for internships and helpful information to help you make a wise career decision. One of those is Hilton Worldwide, one of DECA’s National Advisory Board members. www.hiltonworldwide.com/careers/ campus-recruitment/
Bowling with MDA Watch a short video of DECA National President Claire Coker and other DECA members bowling with families and members of the Muscular Dystrophy Association. http://youtu.be/dfepDKkriTg
Want to take DECA to the next level? There’s DECA in college for that. Learn how you can experience the same great thrills of DECA such as competition, networking and conferences when you go to college. www.decacollegeconnection.org
Go digital! Miss an issue of Dimensions or want to check out other DECA publications in digital form? Check out our library of publications! http://issuu.com/decainc
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DECA DIMENSIONS | March–April 2012