Larry Noto: Celebrating Life Since 1976

Marketing/PR Pro

NEW! August 2012 – Larry Noto has accepted the position of Director of Marketing and Communications at the National Aquarium –

He is thrilled to be joining this amazing organization!


Harbor Magic Hotels, Director of Marketing                                                                                     (10/03 – 8/12)         

Experience     Lead all marketing efforts for boutique hotel group and its umbrella brand focusing on differentiating the product in a crowded marketplace and sustaining business across high and low seasons. Responsibilities include a broad set of management and marketing duties, including:

  • Serve on the Executive Leadership Team actively participating in decisions relating to organization-wide policies, strategic planning, the brand experience and revenue generating initiatives
    • Lead the development of the annual marketing plan and its execution throughout the year
    • Develop marketing budget and ensure monthly compliance, adjusting according to forecasts
    • Develop revenue growth projections by segment based on performance, trends and market conditions
    • Lead the development of the brand identity, key selling points and brand experience
    • Lead the internal roll out of brand initiatives and coach operational team to ensure delivery of the brand promise in order to increase guest loyalty and consumer advocacy
    • Coach Revenue Center on key selling strategies and promotions to maximize sales conversion
    • Oversee teams responsible for design, e-marketing, social media and ancillary revenue generation, which has increased by 60% year to date in 2011
    • Coach leadership on developing trends in the industry and the market
    • Serve as the liaison of the brand in the tourism industry and local community
    • Coach leadership of Baltimore’s parent company’s properties in ten states on branding, strategic partnerships and other destination marketing initiatives and trends
  • Develop cost-effective marketing strategies based on partnerships with key drivers of business to the marketplace, including major entities in the Baltimore marketing and tourism industry
    • Identify attractors to the marketplace based on analysis of voice of customer data and destination-lead research and related strategies
    • Form mutually-beneficial partnerships and exclusive experiences with attractors to expose brand to potential customers and maximize revenues in high-demand periods and drive demand in need periods
    • Lead key partnerships with Baltimore tourism leaders such as the National Aquarium, American Visionary Art Museum and Power Plant Live; and national brands including Godiva Chocolatier, Samuel Adams and the NFL Pro Football Hall of Fame
      • Lead Harbor Magic Hotels to be the only hotels in Baltimore to create an overnight package with the city’s Harbor Pass and the first non theme-park hotels in the country to adopt the pass activation technology at the front desk creating a resort-like product to market
      • Resulted in 35% of total sales of the pass in the city and 70% of all pre-arrival sales
      • Maintain strong presence throughout the marketplace and leading tourism organizations such as Visit Baltimore to increase brand exposure and maximize all marketing opportunities
    • Maintain strong presence throughout the marketplace and leading tourism organizations such as Visit Baltimore to increase brand exposure and maximize all marketing opportunities
    • January through August 2011, Year Over Year Results: Partnership-based package sales up 32%
  • Lead e-marketing team in strategy development and implementation of online tools to attract new customers, effectively engage loyal consumers and drive incremental revenue
    • Lead the development and growth of www.HarborMagic.comimproving the consumer experience
      • Combined three separate sites into one cohesive overarching site enhancing the brand’s online exposure and increasing cross selling opportunities between the individual entities
      • Received Adrian Award for Web Marketing, Hospitality Sales and Marketing Association
    • Managed the creation and content marketing strategy for, the brand’s blog designed to capture new customers through Search Engine Optimization, resulting in annual visitation growing from 6,ooo to 150,000 in three years
    • Drove the brand’s use of social media tools including Facebook, Twitter and Youtube and lead Social Media Committee on content development and ongoing strategy
  • Implemented public relations efforts to regional, national and international consumer and trade print, broadcast and online media
    • Media placements for the brand include The Today Show, The New York Times, Parents Magazine, Boston Globe, Southern Living, AAA World, Washingtonian, Southwest’s Spirit, Amtrak’s Arrive


Visit Baltimore, Marketing and Travel Media Manager                                                                         (5/00 – 10/03)         

  • Lead public relation efforts to increase Baltimore’s exposure in regional, national and international media
  • Participated in development of overall marketing strategies and campaigns to drive business to and awareness of Baltimore as a tourism destination
  • Formed long-lasting partnerships and relationships within the tourism industry in Baltimore and throughout the country


Stanton Communications Inc.,  Assistant Account Executive                                                             (8/98 – 5/00)

  • Coordinated local and national media relations efforts for individual clients including Preakness Celebration
  • Implemented media relations efforts surrounding National Federation for the Blind’s American with Disabilities lawsuit against America Online


HBO (Home Box Office), New York City, Intern                                                                                     (6/97 – 8/97)

  • Writer in the Internal Communications Department and for the cable network’s internal magazine


Industry         Public Relations Society of America, Travel & Tourism Section, Board Member                          (2008 – 2010)

Leadership     Visit Baltimore GLBT/Diversity Marketing Committee, Member                                                       (2010 – Present)

Baltimore’s Grand Prix Special Events Committee, Member                                                                              (2011)

Historic Hotels of America, Public Relations Committee, Member                                          (2003 – Present)

Sail Baltimore, Board Member                                                                                          (2007 – Present)