BREAK OUT OF THE BOX
Author: Avital Binshtock
November 2007
Features
Like indie films, independent hotels offer a fresh perspective
In America, independence is a part of our very fiber. It’s the foundation of our country—not just a value that we’ve embraced since 1776. This is especially true in the West: just think of those early pioneers, their zest, their ambition, their determination and their entrepreneurial spirit.
In the travel industry, that entrepreneurial drive manifests in the form of independent businesses, from “uncorporate” tour companies and modes of transit to independent hotels. Every meeting planner occasionally ponders what it’d be like to plan a full event at an independent property—that is, a lodging facility that’s not affiliated with any established chain. Often, these stand-alone properties are family-owned or are funded by private investors.
Some planners, however, shy away from these types of hotels, lovely and unique as they may be, for fear that the lack of established brand equity would somehow diminish the event’s quality. But is that a reasonable notion—or just an incorrect assumption? We asked a number of industry experts to share their opinions and their advice.
According to Stephanie Schank, the owner of SpotOn Events, “It is critical to ask other planners about their experience.” She recommends asking the hotel for referrals and, of course, to conduct a site inspection yourself. “Look for a star or diamond rating,” she says. “Also, ask what percentage of their business is meetings, to gauge how meetings-focused they are.”
Gary Levitt of Sequoia Productions, who has 20 years of experience in the hospitality industry, with more than 10 of them in event planning, agrees with Schank about seeing the hotel for yourself: “A walk-through of the facility will let you know if the venue can accommodate you.” He also adds, “What draws me to independent hotels is the venue, its ability to accommodate my needs and, more than anything else, flexibility.”
PROS
Indeed, many planners are drawn to indies for their noncorporate approach to service. Robert Tuchman, president of TSE Sports and Entertainment, a company that plans hundreds of corporate events yearly for Fortune 500 clients, uses independent hotels quite often. The reason? “We’re able to do a lot of creative things like set up a separate breakfast area, where in another hotel it would be difficult. Independent hotels are very responsive to our requests,” he says.
Tuchman believes that in many cases the service can be better, and more personalized, at an independent property. “We felt that they would be on top of things for us,” he says.
Other oft-cited benefits in favor of independent hotels include the distinctiveness that sets them apart. “I think they offer a unique and different experience from some of the major chains’ equivalent of big-box retail stores,” Schank says. “Often, their properties are older, rehabbed buildings and offer history and beautiful architecture. Or conversely, [they] are new and provide a welcome change to the existing hotel market.”
Erin Tench, president of Hyland Events, a Washington, D.C. event-planning firm, says, “Independent hotels have more flexibility with pricing, food and beverage options, and so on, when not having to follow franchise or corporate procedures and policies.” She adds, “Many independent properties are smaller properties and, therefore, you may be the only group in-house, so all attention is on your group.”
Michelle Milner, a Colorado-based meeting planner with ConferenceDirect, has been placing meetings, conferences and trade shows of many sizes into hotels since 1985. She has noticed that, at independent hotels, “there is longevity in staff and they cover all the details and stay with the event from start to finish, which creates an excellent working relationship. The staff has been there for a long time and can work miracles within the space. They have seen it all and make the customer feel secure with a decision. They are also very considerate of an established working relationship.”
She has also found that noncorporate properties are willing to negotiate contract clauses that are not normally negotiable with a large brand.
Mary Micucci, founder of Along Came Mary Productions, has produced events of all sizes for more than 32 years (including the weddings of Barbra Streisand and Christina Aguilera). According to her, “the independent hotel is more likely to give your client and their guests a specialized and focused experience that is on a high level and does not feel at all ‘factory’ or ‘corporate.’”
Micucci believes that many independents actually have wonderful branding and stand for a high degree of excellence and service, sometimes much higher than a larger conglomerate or chain. “Our experience with such indies has always been nothing but positive,” she says.
CONS
So, what’s the downside to planning at a nonchain hotel? Well, sometimes they’re more expensive. Also, Schank says, there can be a lack of consistency within these properties, as well as “challenging meeting space, not enough staff or experienced staff (if it’s a new property) and not much buying power when negotiating rates.”
TSE’s Tuchman points out that “it can be very hit-or-miss, as most corporations attending meetings are used to Marriott- and Hyatt-type properties and those hotels’ particular amenities and type of corporate service.” To boot, attendees hoping to increase their frequent-travel hotel points will be disappointed.
Milner highlighted another downfall: “They may not have the number of operations staff—that is, bodies—to work the event like a branded property will typically have. More operations staff is necessary to make the event less stressful on the planner and sales people.”
Tench, of Hyland Events, adds that “if you were not getting the service desired, there is no corporate office or national sales department to go to for help.”
FOR WHAT KIND OF GROUP?
Taking these pros and cons into consideration, the next natural question is: Are certain kinds of groups or meeting purposes a better fit for independent hotels? If so, which kinds of groups would be a good fit—and which kinds of groups would not?
According to SpotOn Events’ Schank, “Small to mid-sized corporations that are a little more flexible and open to unique sites are a better fit than a stodgy, old corporation.” To that, Tuchman adds, “I think people who are a little more risky or edgy are better for independent hotels. Your typical corporate person is not going to enjoy it as much as your casual traveler.”
Victoria Hentrich, the owner of Creative Consultants, has been in event planning for more than 30 years. She says, “Groups that are a good fit for an indie hotel are small- to medium-sized groups that are looking for total service and quality. These may be reward trips for top sales people in a company or a CEO conference. Groups that would not be a good fit are ones that are extremely budget-conscious, catering to large groups or are expecting a more commercial guest experience.”
Tench is of the opinion that “the size and scope of the property, whether chain or independent, is what makes a property a good fit or not.”
One excellent resource that can help planners determine whether an independent property would suit their group is a website called Hotelbook.com. The company, whose tagline is “Stay independent,” features only independent hotels, and is the official site for more than 5,000 independent properties around the world, including 1,600 hotels in the Americas. Thirty-four distinct search options (geography, amenities, star rating, etc.) help planners find the hotel that meets their exact needs. According to Sharon Wimborne, a manager at the company, “With no large hotel chains listed on the website, each hotel is different. So if you’re looking for a small oceanfront resort, a roomy old-style room or a stylish boutique hotel to break the monotony of business travel, this is the online hotel directory to visit.”
Here are some meetings-friendly independent hotels worth investigating.
SOUTHERN CALIFORNIA
The newest addition to California’s hotel scene is the Ivy Hotel in San Diego’s lively Gaslamp Quarter. It only opened in May, but has already proven that it’s the newest hip place to hold one-of-a-kind events. During the opening party, planned by Marc Friedland of Creative Intelligence, John Mayer performed and A-listers mingled. The Ivy has elevated the level of luxury available in San Diego to new heights: Butler service, posh dining options (overseeing the 185-seat Quarter Kitchen is Chef Damon Gordon, formerly of New York’s Hotel Gansevoort) and world-class entertainment at Envy, a four-level nightclub, are all readily available. Sexy design, along with a well-versed staff, grace the Ivy’s meeting spaces. For a sophisticated option, consider Eden, the hotel’s spacious rooftop bar; its plush furnishings adorn an unparelleled view of downtown.
In lovely Newport Beach, the Four-Diamond Balboa Bay Club & Resort is the area’s only luxury waterfront hotel. Its 7,000-square-foot Grand Ballroom is a stunner, and can hold 500. There’s also a spacious outdoor terrace, a 4,000-square-foot bayside lawn and meeting rooms with amazing bay views. The conference staff is experienced, and the food is high-quality. For marine aficionados, yachts can be chartered for group events.
In Riverside is the spectacular Mission Inn, which takes up an entire city block. Reflecting California’s rich Spanish heritage, some of the hotel’s definitive architectural elements include marble, exposed-wood ceilings and a baronial hall resembling a Spanish castle. Nine distinctive meeting spaces, including the Court of the Orient room, the Art Gallery and the Asian-influenced Ho-O-Kan, range from 400 to 2,684 sq. ft. (After all your hard work planning, indulge in a refreshing cucumber-melon cooling bath at Kelly’s Spa.)
A notable independent brand in L.A. is The Standard, with one location in West Hollywood and a second in Downtown. These two too-cool hotels have attitude, edginess and truly off-the-wall decor fixtures, like a live woman lounging portrait-like in glass behind the front desk (at the West Hollywood property). The Downtown location has two boardrooms, some penthouse and public spaces—and the topper: a 5,000-square-foot rooftop area that encompasses a see-and-be-seen pool deck. Plan here, and your attendees will enjoy a 360-degree view of L.A., nightly live DJs, private dining or cocktails, even vibrating waterbeds.
CALIFORNIA’S CENTRAL COAST
The Cliffs Resort in Shell Beach, on the San Luis Obispo County coastline, has gorgeous ocean views, flexible meeting place (for 500) and a location within easy driving distance of SLO’s lively downtown.
Adjacent to the Cliffs is another independent property, Dolphin Bay Hotel & Residences, where a penthouse unit can hold 40, and the property’s restaurant, Lido, is the bright spot of Central Coast culinary destinations.
NORTHERN CALIFORNIA
San Francisco is a city filled with independent hotels, but perhaps the one that stands out most is the Huntington Hotel & Nob Hill Spa. Its guest rooms, as well as its intimate meeting facilities, exude an elegant European ambience. The Huntington is ideal for small meetings (up to 70 attendees) and corporate retreats. After the main event, attendees can experience the spa’s new Guided Imagery Massage.
Over in the East Bay, in Berkeley, is the character-filled Claremont Resort & Spa, a historic favorite for local and visiting celebrities. Its 21 recently renovated meeting rooms can accommodate small groups of 10, as well as large groups of up to 250 (in the Claremont Ballroom). Another draw is the 20,000-square-foot Claremont Spa.
NEVADA
Occupying the massive building that was formerly Caesars Tahoe, MontBleu Resort Casino & Spa adds a new, independent dimension to meetings in South Lake Tahoe. Its 16,000-square-foot convention center, plus great dining and nightlife options, can be the destination for a 1,300-person gathering. To really set your event apart, charter the resort’s Bleu Wave Yacht, a remodeled luxury 1966 Burger where up to 45 guests can revel on Lake Tahoe’s beautiful blue waters. After the meeting, arrange a golf outing at the nearby Edgewood Tahoe Golf Course or reward attendees (and yourself) with a treatment at the full-service Spa at MontBleu.
OREGON
The Heathman Hotel, built in 1927 and located in the heart of Portland’s cultural district, is a member of the Historic Hotels of America. The Four-Diamond property hosts meetings well, with audiovisual services, personal concierges and wireless Internet. (There’s a “pillow menu” and three bed options.)
WASHINGTON
In downtown Seattle, Hotel 1000 is a waterfront property close to all the Emerald City’s major attractions. Its meeting rooms feature state-of-the-art technology, including a fully converged and integrated audiovisual network, MP3 and iPod docking stations and VoIP phones with touch screens.
For a less urban Northwestern experience, opt for the historic Rosario Resort & Spa, which is on 30 waterfront acres on Orcas Island in the scenic San Juan Islands. Meeting venues here include the Discovery Conference Center (with flexible facilities for up to 300), the boardrooms in the Moran Mansion (for smaller meetings) and the Discovery Lawn, which overlooks the resort’s marina and the Morning Star, a two-masted schooner that’s available for 25-person functions.
On the horizon is Tulalip Resort Casino, just outside Seattle, which will open their new hotel and spa in 2008. In addition to Las Vegas-style gaming, this Four-Star caliber resort will offer shopping, live entertainment at a 2,400-seat amphitheater (which can be used for your function) and an indoor pool that doubles as an event venue. Rejuvenate at the full-service day spa at the end of the day—or after you’ve closed your binder for the final time on this trip!
ARIZONA
On a mountain ridge above Scottsdale, CopperWynd specializes in resort buyouts and customized executive retreats. Attendees get breathtaking views of the Sonoran Desert, luxurious accommodations, a comprehensive fitness center and access to Scottsdale’s premier golf courses and the resort’s own extensive tennis program. Two elegant boardrooms, plus the Mountainside Event Lawn, all benefit from Chef Tom Pristash’s abilities to design a menu specific to a group’s needs.
NEW MEXICO
Santa Fe’s Four-Diamond luxury hotel, the Eldorado Hotel & Spa, next to historic Santa Fe Plaza, has 12 event spaces, including Santa Fe’s largest ballroom (4,320 sq. ft.). Overnight guests will enjoy amenity-filled guest rooms, while foodies will revel in the hotel’s Four-Diamond restaurant, The Old House. A rooftop pool, the posh Nidah Spa and a business center are also available. All of Eldorado’s meeting facilities will be completely overhauled by the end of 2007.
For a more intimate experience in the greater Santa Fe area, choose Galisteo Inn. Built in 1702 in traditional adobe style (thick walls, deep-set windows), this inn is a true escape—no Internet and no cell phone coverage—so it’ll work well for those no-distractions-allowed retreats. The whole inn can be rented out, and often is. The food’s great and the staff is small and caring.
COLORADO
In Denver’s hip LoDo district, across from the Denver Center for the Performing Arts, Hotel Teatro is known as the city’s luxury boutique hotel. Theater-inspired décor infuses the entire property, including the well-equipped guest rooms, the restaurants, the 50-person Chancellor Parlor and the terrace, which can accommodate 100 guests.
In Aspen, Hotel Jerome is a surprisingly affordable independent property at which to hold meetings. Groups receive free valet parking, suite upgrades, welcome amenities and Aspen airport transfers. The Grand Ballroom features 16-foot-high ceilings and expansive views of the surrounding mountains.
The properties listed above are just a sampling of the many independent, group-friendly hotels available in the West. The question is, are you willing to go independent? America did, and just look at the success we’ve had!
Avital Binshtock is a freelance writer and editor who contributes regularly to the Los Angeles Times and Smart Meetings. She is the author of Frommer’s Napa and Sonoma Day by Day, currently in bookstores.
Photo caption: Patio dining at the CopperWynd in Scottsdale, Ariz.
SOUTHERN CALIFORNIA ROOMS/MEETING SPACE WHAT’S DISTINCTIVEIvy Hotel, San Diego
theivyhotel.com
159 rms/20,000 sq. ft.
This new attention-grabber, after pouring $85 million into development, is now San Diego’s crown jewel.
Balboa Bay Club & Resort, Newport Beach
balboabayclub.com
160 rms/15,000 sq. ft.
Set against a backdrop of yachts and bay views, this Orange County resort is a full-service luxury property
on the waterfront.
Mission Inn, Riverside
missioninn.com
239 rms/20,000 sq. ft.
Listed in the National Register of Historic Places, this very distinctive property can accommodate groups up to 310.
The Standard, West Hollywood/Downtown L.A.
standardhotel.com
140 rms (West Hollywood); 205 rms (Downtown)
14,500 sq. ft. (Downtown)
An L.A. icon of cool, The Standard is where you should plan if you want to make a bold statement.
CALIFORNIA’S CENTRAL COASTCliffs Resort, Shell Beach
cliffsresort.com
165 rms/10,000 sq. ft.
The oceanfront location is what sells it, but full-service accommodations, free Wi-Fi and complimentary valet parking add convenience and appeal.
Dolphin Bay Hotel & Residences, Pismo Beach
thedolphinbay.com
65 rms/2,600 sq. ft.
A stunning cliffside property with generous one- and two-bedroom residences.
NORTHERN CALIFORNIAHuntington Hotel & Nob Hill Spa, San Francisco
www.huntingtonhotel.com
135 rms/2,476 sq. ft.
This sophisticated, historic hotel offers wireless Internet access, full catering services, spa breaks
and individual meeting rooms.
Claremont Resort & Spa, Berkeley
claremontresort.com
279 rms/28,000 sq. ft.
This classy venue has been around since 1915.
NEVADAMontBleu Resort Casino, South Lake Tahoe
montbleuresort.com
440 rms/16,000+ sq. ft.
MontBleu’s exciting event spaces come with state-of-the-art sound, stage and lighting capabilities and an experienced staff of meeting professionals.
PACIFIC NORTHWESTThe Heathman Hotel, Portland
heathmanhotel.com
150 rms/3,380 sq. ft.
Portland’s highly service-oriented hotel is a historic place at which to hold meetings (it was built in 1927).
Hotel 1000, Seattle
hotel1000seattle.com
120 rms/6,200+ sq. ft.
At this waterfront hotel, five indoor meeting spaces and an outdoor terrace are ideal for corporate events.
Rosario Resort & Spa, San Juan Islands
www.rosarioresort.com
116 rms/5,000+ sq. ft.
This inspirational property in the San Juan Islands (about 80 miles north of Seattle) offers scenic water and mountain backdrops.
Tulalip Resort Casino, near Seattle
tulalipcasino.com
346 rms/18,000 sq. ft.
Commanding views of Cascade Mountain and the town of Banff below from guest rooms and meeting rooms.
ARIZONACopperWynd, Scottsdale
copperwynd.com
40 rms/7,300 sq. ft.
Team-building activities here can include a Hummer desert Tour, a group cattle drive and hot-air ballooning. There’s also a European-inspired boutique spa.
NEW MEXICOEldorado Hotel & Spa, Santa Fe
eldoradohotel.com
219 rms/20,000 sq. ft.
600 people can meet at Eldorado, which is known for
its extensive, yet unique, offerings.
COLORADOHotel Teatro, Denver
hotelteatro.com
111 rms/8,400 sq. ft.
Patio dining at the CopperWynd in Scottsdale, Arizona
