LIM Advisory Board Member Featured on Travel Channel’s Hotel Impossible

Julie Koch-Beinke, a member of LIM’s Fashion Industry Advisory Board, and co-founder of the design and marketing strategy firm Alternatives, recently appeared on the Travel Channel’s Hotel Impossible.

Along with Alternatives co-founder Mark Koch, Julie provided branding and marketing strategy and visual and digital tools for lodging properties on the season eight premiere episode on October 24, Full Throttle in Sturgis. Hosted by Anthony Melchiorri, Hotel Impossible focuses on hotels in financial and physical distress. Experts such as Julie and Mark are called in to help out the properties’ owners.

"Each property has something unique to offer. It’s a matter of pinpointing that special quality and finding the right way to communicate it to potential guests,” says Julie. “As branding experts, we look at market trends to determine what will stand out and resonate with the audience they are trying to reach. It was an exciting and rewarding experience for our team to work with Anthony and the show and to have the chance to help these hotel owners.”

In 2014, both Julie and Mark spoke to LIM graduate students as part of the College’s C-Suite Speaker Series.