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Home > Our Company > The SpinTrue Team

The SpinTrue Team

 

With a combination of over 70 years' experience in the travel, tourism and travel-related industries, the SpinTrue team offers premium-level expertise in product, operations and information management, marketing and technology. 

All avid golfers, the SpinTrue team has taken their expertise to the golf industry, applying knowledge gained through Six Sigma training to focus on increasing golf revenue for their clients.

 

 
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Bert Silverstein

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Ray Sylvester

 

Bert Silverstein

A veteran of the airlines, airline computerized reservation systems and travel-related services, Bert Silverstein has amassed significant experience and expertise in strategic planning, product management and marketing.

Bert’s twenty-seven year professional career included roles ranging from project manager for the development of the first ever PC-based reservation system, to directing marketing and consulting programs for American Express’ Global Information Services division. 

While at American Express, Bert’s customer-centric programs generated revenue and reduced costs, while increasing customer satisfaction.  Under Bert’s direction, his team implemented cross-sell strategies that yielded over $1.5 Billion in charge and travel volume, spearheaded product usability initiatives that avoided over $1.3 Million in support costs, and designed breakthrough global license initiatives that established an opportunity for $7 Million in cost avoidance.  This was accomplished by maintaining constant focus on American Express’ clients’ needs, scoring the highest-ever American Express customer satisfaction rating for a client conference (97% satisfaction rate).

In various positions in Continental Airlines, System One, American Express and Janastar Marketing, Bert’s corporate assignments provided him opportunities to receive grounding in Six Sigma (Champion), Brand Management, Product Management and Strategic Planning.  Bert is versed in Human Factors Engineering, Competitive and Market Strategies and all aspects of Client Advocacy.

A private pilot and avid golfer, Bert never passes up an opportunity to “donate” a few golf balls to the local course’s pond.

Having lived in New York, Colorado and California, Bert has lived in Texas since 1987, residing in Missouri City with his fiancee and two dogs.

“Course Managers need to focus on Customer-Centric Product Management, enabling their customers to invest their ideas in the course experience, giving them a sense of ownership.  The direct result is securing a vocal, caring customer, who is less apt to play the next round on a competitor’s couse.  You retain a "customer for life," and profits climb.”

-- Bert Silverstein

Ray Sylvester

Ray Sylvester

Ray Sylvester has compiled a broad background in hospitality management over three decades with Westin Hotels & Resorts, and with Starwood Hotels and Resorts.
His twenty-five years in single and multi-unit management included stints as General Manager of the famed Bellevue Stratford Hotel, The Westin Canal Place, The Westin Galleria and Westin Oaks, among others. As Area Managing Director he was responsible for the operations of Westin and Starwood properties in Louisiana, Texas and Central America.

Corporate assignments included Human Resources, Rooms, New Project Development and Six Sigma, where he functioned as a Master Black Belt. In corporate assignments he led the re-flagging of 6 properties , and the opening of some thirty Westin hotels and resorts.

In Rooms and New Project Development capacities he directed activities in the pre-opening and opening phases of Starwood golf resorts such as: The Westin La Paloma, The Westin La Cantera, Sheraton Wild Horse Pass Resort & Spa, and The Westin Kierland.  “Some of the finest people I have had the pleasure to meet in my business career have been in the golf industry."

The father of two boys, Ray, originally from Seattle, has relocated over the years throughout the continental United States and Europe, and is now based in Houston.

“An abundance of great courses have been built over the years, and proficient operators have emerged to manage them. What has not emerged is a sustained formula to market the golf experience in an ever increasing competitive market.”

-- Ray Sylvester

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