Cheryl Farr MMH ’04, Founder & Chief Strategist of SIGNAL.csk Brand Partners, shares what it means for her to be a Hotelie for Life®.

“Since my days in tourism and as a travel writer, I’ve always had a passion for creating unforgettable experiences for others. So, when it was time to go to business school, The Hotel School was the natural fit for me. I felt like I had found my people there — others who believed that hospitality, food & beverage, and travel experience creation were both living acts of service and the world’s most exciting businesses to be in. Nearly two decades later, I’ve transformed what I learned at The Hotel School into my own thriving branding agency, working with clients around the globe to create multidimensional, multisensory brand experiences that make magic for organizations, their staff, and their customers alike.

I bring a “Life is Service” mindset to every brand development project, helping the organizations I work with in hospitality and beyond to amplify and embed customer-centric thinking at all brand touch points. Being a HotelieforLife® has made me uniquely qualified to create exceptional, customer-focused brands and branded experiences in any industry. Of course, I love building brands with my fellow Hotelies whenever I get the chance!”