Hotel restaurants and
bars have always been intended as a home away from home for the weary traveler,
putting guests at ease and providing consistency. An increased interest in
eating interesting foods in engaging settings has led to higher expectations of
restaurants in high-end hotels.
This poses several
interesting problems, as well as a shifting mentality, amongst hoteliers. Hotel
food and beverage outlets of yesterday were commonly regarded as lacking
innovation and creative vision, driven by corporate standards over the
conditions of local markets, earning them a reputation for stuffy service and
overpriced, characterless menus. Traditional hotel fine dining is no longer
relevant to emerging foodie culture, and as markets evolve and become more competitive,
the need for distinct concepts is ever important. While the in-hotel guest
appreciates the convenience of on-property dining options, they are more likely
to leave the property for known eateries when they have the opportunity. These
consumers are becoming more brand driven. In the past, hotel restaurants needed
to appeal to a broad audience, lending to generic concepts lacking distinct
identities, ultimately failing to appeal to anybody. This no longer works, as
diners are in search of a sense of place, and seek understanding of an
establishment upon first impression.
An increased interest in
dining paired with an increased willingness to spend money on food and drink
results in the potential for increased revenue within the hotel. By developing
their own unique concepts that look and feel like freestanding establishments,
hoteliers can not only retain their guests, but attract external traffic and
avoid profit loss to third parties.
Over the past several
years, we’ve had the privilege of working with esteemed brands such as Loews
Hotels, The Ritz-Carlton Company, Hyatt Hotels Corporation, Marriott
International, Starwood Hotels & Resorts Worldwide and Sotherly Hotels,
among others. Our mission, whether overhauling under performing restaurants
through renovation and reconcepting or inventing new revenue-generating
concepts, has been to position the outlets as independent restaurants and bars
that just so happen to be located on hotel property.
Specific strategies help
with the success of this challenging task. Working alongside hotel management,
often at a local and corporate level, we work to define a concept that appeals
to the out-of-towner and local alike. Expanding the market results in greater
profits and enhances perception of the hotel itself. Careful analysis of the
local landscape allows for a significant degree of differentiation from the
competition. A unique and specific brand personality is defined, further
disassociating the food and beverage outlets from preconceived notions about on-property
options. This includes development of a distinct name, visual identity, and
separate website. Furthermore, concept-specific signage, entrances and
addresses help to create a strong, independent street presence. We strive to
communicate a sense of time and place appropriate to the properties’ location
and target markets, characterized by approachable interior spaces with an
energetic ambience and lifestyle appeal. Simplified menus are often focused on
regional cuisine; a selection of hotel mainstays or comfort favorites are
offered in an effort to appeal the masses, but never at the cost of diluting
brand messaging.
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Bank & Bourbon / Loews Philadelphia Hotel
(Philadelphia, PA)
Custom
logotype lettering is paired with a thoughtful selection of supporting type
styles that provide contrast and character. Carefully curated, stylized
illustrations and photography lend to a casual vernacular that walks the fine
line of irreverance when paired with tongue-in-cheek copywriting.
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Precinct / Loews Boston Hotel (Boston, MA)
A mix of modern sans serif and more traditional serif type styles
creates an eye-catching and attention-commanding visual approach, while the use
of vintage imagery lends an authentic, historic perspective.
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Beach Barn / Loews Boston Santa Monica Beach
Hotel (Santa Monica, CA)
With its use of playful illustrations and lighthearted copywriting,
Beach Barn is a place that is friendly and inviting to all.
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St. Johns Provision Company / DoubleTree by
Hilton Hotel (Jacksonville, FL)
Named after Jacksonville’s St. Johns River, it was imperative that
the restaurant’s riverside location and locally-sustainable menu offerings were
thematically represented in the logomark and collateral design.
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Highball & Harvest / The Ritz-Carlton (Orlando,
FL)
In an effort to connect a rustic and relaxed ambience with the
iconic nature of the Ritz-Carlton brand, we worked to tell a charming and
nostalgic story that reflected the restaurant’s history, culture and offerings.
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Proof & Provision / The Georgian Terrace
Hotel (Atlanta, GA)
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Community Smith / Renaissance Atlanta Midtown
Hotel (Atlanta, GA)
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