The weight of managing a major resort expansion project in the middle of a pandemic seems like a recipe for many sleepless nights, but Afsi Bird, vice president of hotel operations at Southern California’s San Manuel Casino Resort, is undaunted.
When asked what keeps her up at night, Bird cites the excitement of it all. Bird is tasked with expanding the resort’s team of 4,500 by more than 2,000 new recruits — a massive undertaking. “The positive is that we are creating a huge number of new employment opportunities during the pandemic when so many are unemployed,” Bird said.
The San Manuel Casino Resort expansion project will open in three phases and includes 429 rooms and suites, dining venues, a full-service spa, an event venue that seats 3,000, a casino floor expansion, rooftop lounge and more. Phase one (the opening of the casino’s expanded gaming space, restaurants and retail shops) is scheduled for summer 2021. Phase two, scheduled for winter 2021, includes San Manuel’s first onsite hotel. The event venue will open in phase three, currently scheduled for 2022.
Bird stresses the importance of focusing on the art of excellent service and predicts that as demand for travel comes roaring back, hoteliers should prepare to compete for the best talent.
HOTELS recently talked to Bird about her focus and her hotel life.
HOTELS: What do you prioritize when staffing for a project of this scope?
Afsi Bird: We look to hire the best available talent who have positive outlooks and genuinely want to provide great service and help our guests have an incredible experience at San Manuel Casino. We always consider hiring those with the core talents and then train new skills.
H: What about the expansion project do you find exciting?
AB: Our fabulous team works hard every day and we have so many resources in place to make this a successful opening. The ambitious goals we have here require focus, collaboration on strategy and a vision to expand our best-in-class experience. The part of my new position at San Manuel that gets me the most excited is creating new career opportunities at a company that does so much to reward its team members while giving back to our community. There has never been a more valuable time in our economy and industry to create new employment and career opportunities. This valuable investment will give back to the community for many years to come.
H: Describe a typical day.
AB: My typical day during the project’s pre-opening phase consists of many strategic WebEx meetings. The pre-opening phase requires time and resources to collaborate on service elements and products. Since we have already started the recruitment process, I have spent much of my time interviewing candidates. I enjoy getting to know new team members; it is among the most delightful moments of my day.
H: Where do you find inspiration outside the industry?
AB: My family, friends, being close to nature, visiting inspiring destinations, finding good in our world, observing positive interactions and seeing the art of excellent service. You know when someone truly believes in providing excellent service because it is genuine and comes from the heart. Interacting with people who genuinely care and want to give back and create incredible memories and experiences for others inspires me.
H: Who inspires you?
AB: Jennifer Lopez, Queen Elizabeth II, Oprah Winfrey and Beyoncé: All strong female leaders who are multifaceted, successful and who have overcome the challenges and adversity that life has thrown at them to remain successful and truly inspirational.
H: What’s a strong piece of career advice you have?
AB: Stay in the lead. Think ahead: predict, plan and prepare. But also, be flexible because change is inevitable.
H: What do you think the industry is ignoring at its peril?
AB: Talent. If we are to continue to grow, we need to attract more human resources to our industry. The people are what truly make and drive the business.
H: What’s a prediction you’re willing to make about the coming year
AB: Travel will come back across the globe and there will be a huge demand for talented team members as travel and tourism returns. There is much pent-up demand, and we will need to compete as never before to attract and hire the best talent to assist our guests.
Fast facts about Afsi Bird
What languages do you speak?
Farsi is my native language, but I also learned German in school. And of course, English.
How many cities have you worked in?
I’ve worked in seven cities across the Western U.S.
What are you reading?
Start with Why by Simon Sinek. I am a big fan of Sinek.
What would you do if you weren’t a hotelier?
I would become a frontline worker, nurse or doctor working at a children’s hospital.
What do you keep on your nightstand?
Pictures of my family.
What would you like to have more time for?
Time with family, travel and exploring new cultures.