Howard J. Wolff is the founder of Full-Height Advice. Previously, he was senior vice president and worldwide director of marketing for WATG, which he helped transform into the world’s number one destination design firm, specializing in the design of hotels and resorts. And prior to that, he directed the marketing efforts at two other internationally respected A/E firms. He’s not just an advice giver; he’s a practitioner.
In his 23 years at WATG, working — yes, working — from his office in Honolulu, Howard spearheaded WATG’s brand development and 10X growth: from two offices in the U.S. to six globally; from one service line to five (strategy, architecture, planning, interiors, landscape); from work in 16 locations to 160 countries on six continents.
Howard is the author of three coffee-table monographs on hospitality design. His writings also have been widely published in books, magazines and websites. He has delivered keynote presentations throughout the U.S. and around the world.
He was the first to conduct research on the correlation between design and the bottom line. He is co-author of the chapter on architecture for the ULI Hotel Development Handbook and author of the “Marketing and Public Relations” chapter of The Architect’s Handbook of Professional Practice. He is credited with coining such phrases as “Return on WOW” and “RevPAD: Revenue Per Amazing Design.”
With both a Master’s in Communication and Bachelor of Architecture degree from Rensselaer Polytechnic Institute — coupled with over 30 years of industry expertise — Howard has guided firms through a strategic process of building their brands to compete successfully on a global scale. He was recognized by SMPS (Society for Marketing Professional Services) with its highest honor, the prestigious Weld Coxe Marketing Achievement Award, and he has won over 25 marketing communication awards.