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Plan Do See Founder Yutaka Noda has Omotenashi in his blood. Born in Tokyo, Noda's father was a University professor who established the first hotel management school in Japan. Dinner table conversations were filled with stories from hotels and restaurants around the world.

In 1993, Noda opened Plan Do See with the goal of melding the Japanese hospitality and tradition of beautiful Inns with the international scope and management of large hotel chains. 

Noda often tells the story of a bellboy at the modern Japanese Hotel Okra with perfect posture who treated him as a gentleman even though he was a boy in elementary school. 

For Noda, it is moments like these that make him want to share Plan Do See’s commitment to Omotenashi with the world. 

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Lilly Agnick has made a career of being a people person. As Plan Do See's National Director of Human Resources, Agnick looks for candidates who are genuinely kind, listen to the needs of guests and smile.

Agnick began her career at Nordstrom and transitioned to the hospitality industry with Starwood Hotels & Resorts' opening SLS Hotel at Beverly Hills as the Assistant Director of Human Resources where she recruited and trained the staff. After 6 years, she became the Director of Human Resources at the prestigious St. Regis Deer Valley in Park City, Utah where she sat on the Executive Committee and managed 325 employees.

Most recently, Agnick was the Corporate Director of Human Resources at the Gansevoort Hotel Group corporate headquarters in New York City. 

Since joining Plan Do See, Agnick has returned to her hometown of Los Angeles.



Ross Klein is renowned in the marketing industry for bringing visibility and prestige to now recognizable brands including Joe Boxer, Polo Jeans Company Ralph Lauren, Sun Apparel, TO2/Todd Oldham and, perhaps most notably, W Hotels.

From 2003 to 2008, Klein was President of the Luxury Brands Group where he led the global portfolios including W Hotels, Luxury Collection and St. Regis.

Klein is credited with repositioning the W brand into an international lifestyle phenomenon by fusing retail and hospitality through innovative programming to create animated entertainment destinations, not just places to eat or rooms to sleep.

Additionally, Klein was the creative lead for Aloft Hotels from conception to marketplace introduction.

Most recently, Klein was head of strategy for Imagination, The Americas where he was the company's internal resource expert on Hospitality, Strategic Partnerships and the Luxury Segment for clients including Lincoln, Jaguar, Land Rover, Patron, NeueHouse and the Oscars. 

Klein grew up in Florida where he developed a passion for fashion and travel. He earned a BS in Advertising and Marketing from the University of Florida.