Gus J. Sader has big plans for the Baltimore Hilton Inn in Pikesville. And, those plans include sponsorship of sports teams, elaborate food festivals and hosting medical conventions.

"I want to show that there is life beyond the Inner Harbor," said Sader, general manager of the Hilton on Reisterstown Road.

"I think people should know that you don't have to go far for the amenities or to celebrate a happy event," Sader said.

One of his strategies for placing the hotel in the public eye, Sader said, is to become the host hotel for the opponents the area's sports teams.

This season the hotel will host the opponents of the Baltimore Blast and Sader said by next year Orioles' opponents may be staying at the Hilton.

The sports market is one Sader hopes to invade. Earlier this month more than 30 million people watched an advertisement before watching the much-publicized Maryland Million horse race. The 30 second commercial boasting the hotels accommodations was seen on the sports channel ESPN four minutes before the race.
But obtaining recognition in the sports field as the hotel of choice is only part of Sader's marketing plan for the 13-year-old hotel.

"I plan to attract medical conventions and regional and state organizations," he said. "I think it's important to increase corporate business."

One of Sader's tactics to acquire medical conventions involves the hotel's recent exposure on public television. "We've finalized a deal with Maryland Public Television to be the sponsor hotel for Health Matters."

The health care program began airing Oct. 9 and will run for 22 shows. Hilton's role will be to provide lodging for various health guests that appear on the program.

"We want to creak an awareness in the medical mind that the Baltimore Hilton is the ideal place for medical conventions," Sader said.

The Baltimore Hilton Inn has struggled to find a niche in the hotel marketplace long before Sader took the helm last March. Until the Baltimore Hilton on W. Fayette Street changed its name to the Omni International Hotel-Baltimore many people associated Hilton with the downtown location. To avoid the confusion, Sader said he refers to the Pikesville hotel as the Baltimore Hilton Inn/Pikesville.

Sader said community involvement in his establishment is another one of his goals.

This weekend Sader is hosting a Jamaican Food Festival.

"I was watching television and saw the commercials for Jamaica, it hit me-my God there must be a market to promote Jamaica," Sader said.

Sader then called upon the Jamaican Tourist Board and Air Jamaica airlines.

For the festival, Sader plans to serve authentic Jamaican food Oct. 24, 25 and 26 with exotic drinks served by a Jamaican bartender Sader plans to import.

"There will also be the first runner-up to Miss Jamaica, Michelle William at the festival."

As part of the promotion Air Jamaica will be giving away two tickets to Jamaica and accommodations for four nights and five days.

As the weather turns colder, Sader plans to hold an Icelandic Food Festival.

Sader got the idea during the summit meetings between President Reagan and Soviet leader Mikhail S. Gorbachev in Reykjavik, Iceland. "I thought, well now, people know about Iceland."

But Sader admitted he must to be careful when scheduling events not to offend the community. "I refused to hold an Oktoberfest because of the possible tensions it could create in the Jewish community." Sader does plan to hold an Israeli festival sometime in the future.

Sader's own training provided him the opportunity to study at some of the world's most prestigious hotels. He graduated from the hotel school in Switzerland, Institut International de Glion. In 1973, Sader earned a scholarship to study for the summer at Cornell University in Ithaca, N.Y. and later he trained at the Hotel Colonade in Boston.

Sader has also fine-tuned his hotel management skills in cities such as Brussels and countries throughout Europe. He has worked for Holiday Inn Inc., Omni International, Hyatt Hotels and Mycor, a hotel chain.

Although he worked at some elegant hotels, Sader said Hilton is the leader in training people for a career in the hotel industry.

"Hilton is a big university in our industry," he said. And Sader has the experience to judge. "I've worked in every aspect of the hotel business except laundry.

To accomplish his task of polishing the image of the Hilton, Sader follows what he calls the "Golden Rule" - serve the client honestly, take care of the employees and protect the landlord (Hilton's) interest.

"I hope to meet and exceed community expectations at all levels," Sader boasts confidently.

Even with all the hotels in Baltimore area, Sader said he's not afraid of the competition.

The Community Times-Thursday October 22, 1987