Boston Hospitality Review Retrospect

Right, Queen Mary 2 arriving Boston Harbor (2008) Cunard in Boston Bradford Hudson he steamship Britannia arrived in Bos- The Cunards Tton Harbor on a July evening in 1840. This concluded the inaugural voyage for the The company founder Samuel Cunard was flagship of the newly established Cunard born in Halifax, Nova Scotia in 1787. His Line, which has since become one of the old- parents were of German and British descent, est and most distinguished travel companies but had come to Canada from what is now in the world. To commemorate the occasion, the United States, during the Loyalist Emi- Cunard will send its current flagship Queen gration of 1783. His father Abraham was a Mary 2 along the same route – from Liver- native of Pennsylvania and his mother Mar- pool to Halifax to Boston – during July of garet was born in South Carolina. They met 2015. This will not only serve as the capstone aboard a ship from New York, which was event for the 175th anniversary celebrations part of a larger fleet that carried Americans of the Cunard brand, but it should also re- who remained loyal to the monarchy to- mind us about the special relationship that ward their new lives in Canada. When they existed between Bostonians and the Cunard arrived in Halifax, they were joined by for- Line during its early years. mer residents of many British colonies to the

32 Boston Hospitality Review | Winter 2015 south, including a large number of loyalists from Boston. Abraham eventually became in- volved in international trade and invested in real estate, including a waterfront parcel and several thousand acres of wooded property inland. The early career of Samuel included appointment as a clerk at the government lumber yard in Halifax. He also lived for a while in Boston, where he served as a clerk for a ship brokerage. The father and son founded a busi- ness together around 1812 to exploit their timber holdings, expand their trading activ- ities throughout the northern Atlantic and the Caribbean, and operate a growing fleet of sailing ships. A few years later, they se- cured a valuable contract to carry mail for the British government between Halifax and investors. He was determined to secure this Above, Britannia Bermuda. This was soon expanded to in- contract for himself. icebound in Boston clude the route from Bermuda to Boston. Cunard first approached investors Harbor (1844) in Halifax and Boston, but with little suc- Cunard Line cess. He then traveled to Britain, where he spent several months lobbying the govern- Vehicles equipped with the new technology ment, appealing to investors, and developing of steam propulsion were becoming increas- plans with shipbuilders. Eventually, he was ingly common during the first quarter of awarded a seven-year contract to commence the nineteenth century. Samuel Cunard was in 1840. He subsequently convinced several among those who understood that steam- investors to support the venture, which en- ships could deliver passengers and cargo – abled him to establish the ‘British and North particularly mail – much faster and more America Royal Mail Steam Packet Compa- reliably than ships powered by sail alone. ny.’ This company would be renamed several However, he also knew these would be much times over the following century, eventually more expensive vessels to build, and that op- becoming the ‘Cunard Line’ we know today. erations would require more sophisticated The contracted route would depart systems of management and logistics. from Liverpool in northwestern England, In 1838, the British government re- proceed non-stop to Halifax in eastern Can- quested proposals from private ventures to ada, and then continue onward to Boston carry mail by steamship from England to in the northeastern United States. For this, North America, via Halifax and Boston. Cu- Cunard would need fast vessels that would nard aptly perceived that a significant con- be seaworthy on the open ocean, with ca- tract from a stable government would pro- pacity for relatively large amounts of cargo vide the guaranteed revenue necessary to and numerous passengers. He subsequently ensure the success of his new company and ordered four new steamships from shipyards instill confidence in an extended network of on the River Clyde in Scotland.

Winter 2015 | Boston Hospitality Review 33 The flagship would beBritannia. The The Arrival vessel resembled a clipper ship, with a wood hull 207 feet in length and three masts for The first transatlantic voyage for the Cunard sails, two of which were square-rigged. The Line occurred in 1840. Contrary to popular ship was also equipped with steam engines opinion, Britannia was not the first Cunard fueled by coal, which powered two enor- liner to enter Boston Harbor. Unicorn de- mous paddle wheels amidships. It had a sin- parted from Liverpool, traveled to Halifax, gle funnel or smoke stack, which was paint- and then continued onward to Boston, ar- ed bright red with a black band at the top to riving on June 3. Samuel Cunard was not conceal the soot. This color scheme would aboard. His son Edward was leading the become a distinctive design feature of subse- contingent, which was charged with plan- quent Cunard vessels, including the funnel ning for the subsequent arrival of Britannia. on the current flagship Queen Mary 2. The welcome celebration forUnicorn Cunard was also contracted to pro- was impressive, with thousands of people vide mail service inland from Nova Scotia to turning out to view the arrival. A few days Quebec, along a route that included the St. later, the mayor hosted a banquet for the Lawrence River. Cunard would need small- ship’s captain and several hundred guests. er and less expensive vessels for this role. He The latter included Henry Wadsworth Long- subsequently acquired the existing ship Uni- fellow, who opined: “Steamships! The pil- corn, which was a sail-steam hybrid resem- lars of fire by night and cloud by day, which bling his larger ships still under construc- guide the wanderer over the sea.” tion. This became the first vessel in the new Britannia departed Liverpool one Cunard fleet. It would serve as an advance month later on July 4. It followed the same scout for logistics on the transatlantic route, route to Halifax, and then proceeded south- and then be transferred to the shorter Que- west to its final destination in Boston, arriv- bec route after Britannia was ready. ing on the evening of July 18. Samuel Cunard Right, The Boston was aboard his flagship during the journey, Cup aboard Queen which is now considered the official inaugu- Mary 2 (2008). ral voyage for the company. The civic and business leaders of Boston orchestrated a ‘Cunard Festival Day’ shortly thereafter to celebrate the occasion. This included a parade with two thousand participants, who marched from the Cunard pier at East Boston to a grand banquet under a tent connected to the Maverick House ho- tel. The attendees included Samuel Cunard, the British Consul in Boston, the Governor of Massachusetts, and the Mayor of Boston. The citizens of Boston subsequently presented an enormous trophy to Samuel Cunard, crafted by a firm that later evolved into the famous jeweler Shreve, Crump & Low. This ornate silver cup, which stands almost three feet tall, remains in the own-

34 Boston Hospitality Review | Winter 2015 ership of the Cunard Line and is currently tablishment of Boston as the anchor point displayed aboard the flagshipQueen Mary for a new transatlantic steamship line would 2. It serves as the primary historical artifact perhaps be the equivalent today of Google from the founding era and it offers tangible or Apple moving its headquarters to the Bay authentication of the Cunard brand legacy. State. This enthusiasm can be attributed A Special Relationship partly to the significant practical benefits that steamships offered to individuals and The arrival celebrations signified the begin- business firms. The duration of travel across ning of a close relationship between the peo- the Atlantic was reduced from about six ple of Boston and the Cunard Line. In most weeks by sail to about two weeks by steam. cases, this connection manifested itself in a Although the cost of building and operating multitude of unheralded interactions with these vessels was significantly higher than passengers arriving and departing, citizens those under sail, the proportional cost was receiving mail, and merchants arranging for sometimes lower, because of greater capaci- the shipment and receipt of cargo. ty and the distribution of expenses across a Sometimes these interactions would larger number of customers. As a result, the become public events. One such incident pace of leisure and commerce accelerated occurred in February 1844, when Britan- significantly. nia became icebound in Boston Harbor. The cultural icons of the era were A group of merchants quickly became in- also much different than today. The discord volved, motivated by a sense of civic duty of the American Revolution was fading, and also concern about the reputation of while the British Empire was ascending po- Boston as a reliable port. They financed litically and economically. Anglophilia was the excavation of a path through the ice to on the rise. Meanwhile, America was in the the open ocean, which reportedly involved midst of the Industrial Revolution. People 1,500 people working over three days, and were fascinated by leaders in technology and resulted in a channel seven miles long and enterprise who were generating new inven- a hundred feet wide. The achievement was tions and amassing huge fortunes. Samuel captured for posterity in a famous engraving Cunard would perhaps be the equivalent by prominent sculptor John Crookshanks today of Hollywood director Stephen Spiel- King, which has been duplicated by numer- berg or business tycoon Donald Trump, in ous artists over the years. terms of his popularity and social status. The outpouring of affection and ma- The relationship with Boston was terial support for a transportation company also important to the Cunard Line. Bos- may seem odd to modern sensibilities, espe- ton was the terminus for its transatlantic cially if compared to the recent addition of route and its primary point of access for the new carriers at Logan Airport. However, it American marketplace. There were numer- can be explained in several ways. ous critical moments both small and large, Transportation powered by steam exemplified by the icebound incident, when was a technological and financial sensation Bostonians and Cunard employees worked during the nineteenth century. Much has together to ensure their mutual success. It been written about the influence of railroads would be no exaggeration to conclude that, on the American civilization and economy, without the enthusiastic support of Bosto- but steamships had a similar effect. The es- nians, the Cunard Line would not have been

Winter 2015 | Boston Hospitality Review 35 successful during its infancy and would not jority of Cunard ships traveling from Liver- have survived its first decade. pool to Boston would thereafter make their intermediate stop in Queenstown, Ireland The Early Years (Cobh) on the eastern side of the Atlantic. This change can be attributed to the shifting Cunard was soon conducting biweekly trans- demand for mail and cargo, but also to pat- atlantic service with four ships of similar terns of immigration. Passenger traffic from design, including the original flagshipBri- Ireland accelerated significantly during the tannia and the newer ships Acadia, Caledo- 1840s and continued unabated for several nia, and Columbia. Samuel Cunard stressed decades thereafter. safety and reliability in his operations, which The population of Boston doubled became a hallmark of Cunard during the fol- during this era and its ethnic complexion lowing century and offered a point of com- changed. Although fewer than 30% of Bos- petitive advantage. During the early years, tonians were foreign born in 1840, more Cunard also enjoyed a near monopoly on than 60% were first generation Americans fast transportation to and from Europe, es- by 1880. The vast majority of this increase pecially from ports in New England. can be attributed to Irish immigrants, many Cunard steamers instantly became of whom arrived aboard Cunard vessels. a popular way to cross the Atlantic, attract- ing an array of wealthy and famous passen- A Changing Seascape gers. Among these was the English novelist Charles Dickens, who made his first visit to Although Samuel Cunard had personal ex- the United States aboard Britannia, arriving perience with Boston, the port was selected at Boston in January 1842. He subsequently for inclusion on the original route by the mentioned the ship in his travelogue Ameri- British Admiralty, and it was specified in the can Notes. government contract that enabled him to Although its first generation of ships secure investors. The reasons for this were focused on ‘cabin class’ passengers, Cunard twofold. eventually also served a more humble cli- The primary purpose of the contract entele. During the second half of the nine- was to convey mail to North America, espe- teenth century, the population of the United cially the British possession of Canada. Hali- States quadrupled, due in large measure to fax was the major port in the maritime prov- immigration from Europe. About one-third inces of Canada. Boston was the major port of the total immigrants from all countries in the New England region, and was about passed through the port of Liverpool. Al- 200 nautical miles closer to Halifax than its though Cunard was certainly not the only nearest American rival, New York. shipping line to embark such immigrants, Boston had also been the tradition- it did handle a substantial number, due to al capital of British America. Established the size of its vessels and the frequency of its in 1630, it developed into the larg¬est city departures. A notable proportion of Cunard and the busiest seaport during the century revenue derived from passengers in ‘steer- from 1650 to 1750. Although it was there- age’ class who were traveling to new lives in after eclipsed in population by Philadelphia America. and New York, the transition was still a re- Within two decades, the inaugural cent phenomenon when the mail contract route via Halifax was abandoned. The ma- was devised. Boston retained strong associ-

36 Boston Hospitality Review | Winter 2015 ations in the collective memory of England, la in weekly service between Liverpool and and the British Admiralty was a conservative New York. Edward Cunard, who had been institution. managing all operations in the United States Nonetheless, the ascendancy of New from an office in Boston, moved his head- York would have been unmistakable to any- quarters to New York. one paying attention on this side of the At- The strategy was immensely success- lantic. As evidence, consider the dollar value ful. In 1848, customs duty collections for of export cargo conveyed through the two cargo conveyed aboard Cunard vessels in ports. In 1821, export activity was nearly Boston were about three times those in New identical in Boston and New York. Four de- York. Only two years later, the proportion cades later in 1860, exports moving through had reversed. The focus of Cunard opera- New York were valued at more than eight tions in the United States had permanently times those of Boston. Furthermore, by this shifted from Boston to New York. The peo- time, the vast majority of passengers who ple of Boston maintained their enthusiasm were new immigrants were also arriving in for Cunard, but the company had its own the port of New York. priorities driven by business results. Samuel Cunard was a visionary adept The biweekly service between Liv- at detecting emerging trends in technology erpool and Boston was suspended on sev- and commerce. He was also an ambitious eral occasions during the last quarter of the builder intent on growing his company and nineteenth century due to weak or inconsis- gaining advantage over his competitors. One tent demand. As an example, the company of the unsuccessful competing bids for the considered withdrawing service in 1874, original mail contract came from the Great due to disappointing financial results from Western Steamship Company, which oper- the port. This was caused partly by the lo- ated the grandest steamship of its era Great cal system for billing inland freight charges, Western. Cunard had personally traveled which was unfavorable in comparison to aboard this ship from Britain to New York, New York. The withdrawal was averted toward his ultimate destination of Boston, when rates charged by the Boston & Alba- to make arrangements for his own service ny Railroad were renegotiated and various after winning the mail contract. He was un- parties in Boston agreed to improve the pier doubtedly aware of the growing importance facilities used by Cunard. of New York. The growth of railroads also affected Two related events occurred during the comparative advantage of port facilities. 1847. The Great Western Company failed, When Cunard founded his company, there resulting in sale of Great Western to a new were about 3,000 miles of railroad track in firm, which transferred the ship to its India the United States. Fifty years later, there were route. That same year, the initial term of the more than 150,000 miles of track in active contract between the British government use. As a result, it became increasingly fea- and Cunard expired. Cunard perceived an sible and affordable to quickly move cargo opportunity and arranged for the contract or passengers from coastal ports to distant renewal to include the conveyance of mail to points inland. Even destinations near Bos- New York City. ton could now be reached effectively from The steamshipHibernia was the first New York by rail transfer. Cunard liner to arrive at New York in 1847. Cunard was soon operating a second flotil- The Edwardian Era

Winter 2015 | Boston Hospitality Review 37 offices, which were originally located on Despite its diminished status, Boston con- Lewis Wharf, had been moved to a succes- tinued to be an important secondary port for sion of locations on State Street. Early in the Cunard through the early part of the twen- twentieth century, the company moved into tieth century. Between 1900 and 1914, four its own building at 126 State Street, near the new ships were assigned to Boston. These Custom House Tower and Quincy Market. included two that were built especially for Although this building was sold by Cunard a the purpose – Franconia and Laconia – and few decades later, and recently has been con- two that were transferred from other routes verted to residential condominiums, it still – Caronia and Carmania. displays the name ‘Cunard Building’ in its The piers used by Cunard were al- carved stone facade. ways located across the harbor in East Bos- ton. The surrounding waterfront experi- A Turbulent World enced a series of fires over the years, which threatened the Cunard facilities repeatedly. During the first half of the twentieth century, A major fire in 1895 destroyed several piers Cunard experienced two prolonged inter- and damaged the Cunard liner Cephalonia, ruptions of shipping traffic during wartime. while a similar blaze in 1908 destroyed three These affected operations in Boston much warehouses and four piers, including the one more profoundly than those in New York. used by Cunard. Its replacement, which was The first interruption occurred in completed in 1909, was briefly that largest 1914, when the British Admiralty requisi- pier on the Atlantic coast. tioned numerous private vessels for service The Cunard management and sales as troop ships during the First World War. Cunard continued to operate in New York, Right, Cunard advertis- but responded to the equipment shortage by ing poster (1905). suspending regular service to Boston. Consumer demand was also sup- pressed by concerns about safety, after the Cunard liner Lusitania was torpedoed and sunk by a German submarine in 1915. Al- though the ship had departed from New York, several passengers were from Bos- ton and the incident cast a shadow upon all transatlantic travel. In subsequent years, two Cunard liners associated with service in Boston – Franconia and Laconia – were also destroyed by submarine attack. Cunard did not resume consistent weekly transatlantic service from Boston until 1922. Operations were similarly halted during the Second World War. Again, capac- ity evaporated as ocean liners were requisi- tioned to transport ground forces, and con- sumer demand was diminished by concerns about attacks from German submarines

38 Boston Hospitality Review | Winter 2015 Left,Cunard Pier in East Boston. View from the Custom House Tower (circa 1910). operating off the coast of Massachusetts. themselves from operators of transportation Cunard vessels did still visit on occasion. to purveyors of leisure. The flagshipQueen Mary, which had been Cruising was nothing new. The Pen- converted into a troop ship, was damaged insular & Oriental Steam Navigation Com- during a collision with a British destroyer pany (P&O) introduced the idea of cruising during convoy operations in 1942. It subse- in 1837, when it offered itineraries to the quently arrived at Boston Naval Shipyard for Mediterranean as part of the ‘Grand Tour’ repairs to its bow section. experience. The difference was one of em- By the time that peacetime service phasis. In the previous era, revenues were could be resumed, it was readily apparent to generated from the necessary conveyance of the executives that Boston was a secondary people, mail and cargo from one point to an- port. Although the company had recurrent other. Now passengers were making discre- plans to continue operations, and despite of- tionary voyages as a form of entertainment fering special voyages periodically, the Cu- and indulgence. nard Line never again offered weekly trans- Cunard had itself been offering lei- atlantic service from the port of Boston. sure voyages to exotic locations for decades. However, the exclusive focus on cruising Decline and Renaissance represented a momentous shift in strategy, operations and culture that proved over- The demand for travel by ocean liner de- whelming. The Cunard Line eventually clined precipitously following the intro- foundered and was acquired by the British duction of transatlantic passenger service diversified conglomerate Trafalgar House in by jet aircraft in 1958. The passenger ship- 1971. ping industry was devastated and numer- Cunard operated under its new cor- ous companies were eventually driven into porate parent during the next two decades. bankruptcy. A few survived by repositioning For the most part, it preserved its reputation

Winter 2015 | Boston Hospitality Review 39 for luxury and tradition, and maintained expanded with the construction of Queen an avid following among older cruise pas- Victoria and Queen Elizabeth (the third Cu- sengers and historical brand aficionados. nard liner with this name). Although these It even offered weekly transatlantic service smaller ships have periodically been dis- during the summer months, from New York patched along the transatlantic route, they to Southampton aboard Queen Elizabeth 2. spend much their time in the Mediterra- However, the financial performance of the nean, the Caribbean and the Pacific. company continued to be both inconsistent and disappointing. Eventually in 1996, Cu- Boston Today nard was sold again, this time to the Norwe- gian shipbuilding firm Kvaerner. The era of weekly transatlantic ocean travel During the Trafalgar House era, the from Boston is now a distant memory. Lim- cruise industry had been revolutionized by ited schedules of roundtrip cruises have been the American upstart Carnival Cruise Lines, offered recurrently for decades by a variety which pioneered economy cruising from of cruise lines to destinations such as Can- Miami starting in 1972. Two decades later, ada, Bermuda, the Bahamas, and the Carib- Carnival had become the largest passenger bean. Last year, the port of Boston hosted shipping company in the world, with annual more than 100 cruise departures with more revenues of about $2 billion. It operated more than 300,000 passengers embarked. than 30 major ships within every significant Boston is no longer a point of em- cruise segment and region, and its portfolio barkation for Cunard ships, which typically included the upscale brand Holland Ameri- start and end their voyages elsewhere. How- ca and the luxury brand Seabourn. ever, it does remain a popular interim stop The heir to the Carnival empire, for occasional Cunard voyages, especially Micky Arison, had always been interested those on the route between New York and in Cunard, in part because his family had Canada. These typically include a cruise ev- immigrated to the United States years earli- ery summer by Queen Mary 2, which departs er aboard the Cunard liner Mauretania. He from New York and then returns via Halifax was also inspired by the recent release of the and Boston, reproducing the final segment blockbuster movie Titanic, which generated of the original voyage of Britannia. Boston enthusiasm for historic ocean liners among also represents an important source of pas- its young audience. sengers who travel by air to embark on Cu- Arison seized the moment and ac- nard vessels departing from ports elsewhere. quired Cunard from Kvaerner in 1998. He The role of Boston in the founding proceeded to reinvigorate the brand by of Cunard has been featured repeatedly in building a new ship with the style and gran- Cunard advertising and public relations deur of the classic ocean liners. The immense campaigns. Anniversary reminders started Queen Mary 2, which cost nearly $1 billion to appear in Boston Globe articles during to construct, was designated as the flagship the 1930s and continued through the 1960s. of Cunard for its maiden voyage in 2004. It Boston was also occasionally mentioned in also assumed the transatlantic itinerary for advertisements placed in national maga- which Cunard had become famous, travel- zines, including a starring role in a series of ing from New York to Southampton on a advertisements promoting the 90th anniver- weekly basis during the summer months. sary in 1930. The Cunard fleet was subsequently The tradition of recognizing such an-

40 Boston Hospitality Review | Winter 2015 Left, Queen Mary 2 (2014)

niversaries has been renewed this year, with tural conditions of its era. The value propo- Cunard taking full advantage of its history sition for such a company often extends be- for marketing purposes. The current website yond the utilitarian benefits that are offered, and recent paper brochures make prominent to include a variety of psychological and so- mention of the 175th anniversary, feature a ciological dynamics in consumer behavior. If special ‘175’ logo and a painting of the orig- such a company is well capitalized, managed inal flagshipBritannia , and offer several an- adroitly, and fortunate in its circumstances, niversary events to prospective customers. then it may survive over extended periods The capstone of these celebrations of time. As it grows older, the firm becomes will be a re-enactment of the first voyage of laden with associations that are interlinked Britannia. Cunard will send Queen Mary 2 with powerful cultural narratives and its from Southampton to New York as usual, brand achieves iconic status. Brand heritage but the itinerary will be altered to include becomes an important element of competi- interim stops along the original route in tive advantage, and corporate anniversaries Liverpool, Halifax and Boston. This special offer moments to promote and celebrate the journey will occur during the same month unique status of such organizations. as the original voyage, but on slightly differ- The Cunard Line is certainly one of ent dates, with Queen Mary 2 scheduled to these companies. It was an instantaneous arrive in Boston Harbor on July 12, 2015. sensation on both sides of the Atlantic upon its founding, it subsequently became sym- Perspective bolic of glamorous travel, and over time it at- tained an enduring position in our collective Every so often, a new venture fits perfectly memory. Although its prominence among with the economic, technological, and cul- consumers and investors is more limited

Winter 2015 | Boston Hospitality Review 41 today than it was a century ago, the Cunard during its infancy. It should also remind brand continues to have a strong following Bostonians, albeit perhaps in bittersweet among enthusiasts throughout the world. fashion, about the historic prominence of Despite the facts that most Americans now the city in population, commerce and trans- travel to Europe by air, and that most trans- portation. Together, the company and the atlantic voyages now depart from New York, city will celebrate nearly two centuries of the historic relationship between Bostonians seafaring tradition. ■ and the Cunard Line continues. The arrival ofQueen Mary 2 in Bos- ton Harbor later this year will commemorate the 175th anniversary of the Cunard Line. The event should remind Cunard executives of the important role that Boston played in assuring the existence of their company ABOUT THE RESEARCH Primary sources for this article included published proceedings of the British parliament (1839), the census of Boston (1845), timetables from the Cunard Line (1880 and 1901), and Cunard pro- motional brochures such as Franconia and Laconia (1912) and Historic Boston (1914). Other historical sources included articles and advertisements from newspapers and periodicals (1840 onward) such as Boston Globe, Boston Post, Merchants Magazine and New England Magazine. Primary sources also included the recent website and brochures from the Cunard Line (2014), and the recent web- site of the Massachusetts Port Authority (2014). The author was also informed by his personal experience as a management consultant to Cunard during the Trafalgar House era (1992), which included interviews with Cunard executives at the corporate headquarters and two transatlan- tic crossings aboard Queen Elizabeth 2. Some years later, the author was also a regular passenger aboard Queen Mary 2, during a voyage from Halifax to Boston (2008). Secondary sources for this article included the books Cunard and the North Atlantic by Francis Hyde, Steam Lion by John Lang- ley, Devils on the Deep Blue Sea by Kristoffer Garin,Portrait of a Port by W.H. Bunting, Rise of New York Port by Robert Albion, and Historical Statistics of the United States from Cambridge University Press. Secondary sources also included the articles “Reinventing Boston” by Edward Glaeser in Journal of Economic Geography (2005) and “Brand Heritage and the Renaissance of Cunard” by Bradford Hudson in European Journal of Marketing (2011).

Bradford Hudson is Associate Professor of the Practice of Marketing in the Carroll School of Management at Boston College. He is also Assistant Chairperson of the Marketing Depart- ment at Boston College. Previously, he was Associate Professor of the Practice of Marketing in the School of Hospitality Administration at Boston University. He is also a former corporate ex- ecutive and management consultant. His clients with historic brands included AT&T, Cadbury Schweppes, Cunard Line, Harley-Davidson, and Nestlé. He holds a Ph.D. in business history from Boston University, a master’s degree in services marketing from the Cornell Hotel School, and a certificate in strategy from Harvard Business School. He is a former Fulbright Scholar to Canada. Email [email protected]

42 Boston Hospitality Review | Winter 2015