| |
|
|
Whether a hotel uses art packages developed by a franchisor or creates a program unlike any other hotel's, that artwork can be used to convey an image and make guests feel right at home.
"Art is one of a few elements in hotel design that can make a hotel stand out from the rest," said Tonny Sadha, an associate with Brennan Beer Gorman Monk/Interiors. "Hotel guests expect certain standard amenities in luxury hotels, [and] a well developed art program is where a hotel can raise the bar and can create a memorable guest experience."
But a hotel doesn't have to be in the luxury segment to benefit from a favorable art program.
"It finishes off the general interior design of a guestroom or lobby," said Penny Mariano, director of interior design and specification standards for Cendant Corp. "It adds the residential home feel. It can accent or detract from a general design."
Cendant's Wingate brand offers its franchisees five specific designs, including cutting-edge traditional, posh and modern, and two more are being developed.
"The two new designs are going to be really regional," Mariano said. "One is accented toward resorts, properties in places where it is warm. The other is a cozy, woodsy, warm Northeast design."
Mariano said Cendant is working on setting up similar programs for its other hotel brands.
"Because we are an international brand, we wanted to get a striking and stylish look without putting too high a price tag on it," she said. "We had to encompass a variety of looks."
The Hampton brand, which is part of Hilton Hotels Corp., is installing its new "Make It Hampton" program at all its hotels, and an integral part of the program is the artwork. Hampton franchisees can select from hundreds of black-and-white photographs that the brand commissioned or purchased because it communicates and connects with the travel experience in some emotional form, according to Mark Kaestner, senior director, product development and services for the Hampton brand.
"The photos are set out in a white matting with black frames, which emphasizes the image and overall design," Kaestner said. "The photos contain images, landmarks and scenes from various U.S. regions and areas that can be used to emphasize the culture and community of that hotel area. Some are of regional maps and images that represent overall travel itself (highway signs, trains, etc.) They have a very 'Americana' feel."
The art is placed in the lobby and in the entrance vestibule.
"We knew that artwork in our hotels was a great way to communicate with our guests visually on an emotional level, especially with black and white photography," Kaestner said. "At Hampton, we want to not only provide the best product in our segment, but differentiate ourselves in the guest experience, and maintain that consistency across our brand."
Out of the ordinary
The Homewood Suites by Hilton brand takes a completely different tack than Hampton. Jim Holthouser, senior v.p. of brand management for Homewood, said the brand doesn't offer packages.
"We encourage the hotels to be a little bit different," he said. "I really don't like a cookie cutter approach, at least with this brand."
Holthouser said franchisees typically hire a designer to create design schemes for the hotel. Hilton management reviews the designs, and if all the specifications are met, they are approved. Specifications include the number of pieces that need to be included in each room.
Tying artwork into a property's location or a nearby attraction is another way to make a property stand out. Mariano said one Wingate located near a minor-league baseball stadium wanted to tie into that, so it installed shadow boxes that contain baseball gloves, jerseys, and signed posters and baseballs in the lobby during the season.
"It's that kind of flexibility that not only enhances the property's marketing, but the overall comfort level guests have when they come in," Mariano said. "They can initiate a conversation with those who don't know about it, [which] gives them an opportunity to brag about it a little.
Holthouser agreed that a sense of place adds an element of uniqueness to the process.
"When you go to a hotel in New Mexico, the art will have a Southwest flair," he said. "We allow that kind of flexibility because I think that's appreciated. Part of the joy of travel is experiencing new and different things and places, and the last thing you would want to do is make one hotel and copy it around the country. Guests would tire of it."
Even though the art might be the last item installed, it should be thought about in advance.
"It is an integral part of the finished product and its selection process, just like interior design, requires time to develop," Sadha said. "Artwork can make or break a space."
For more info ...
Company Circle No.
Art Dallas 400
Art Source LA 401
ArtMasters 402
Cannonball Fine Art 403
LaPayne Photography 404
Picture Source 405
Renee Fotouhi Fine Art 406
Soicher-Marin Fine Art 407
Stratton Picture Co. 408
Two Worlds Arts 409
RELATED ARTICLE: Hospitality design 2004.
April 28-May 1
Sands Exposition & Convention Center, Las Vegas
* Wednesday, April 28
12:30-3:30 pm
"Make Your Bed: Effectively Specifying Commercial Bedding Ensembles for Hotels"
2-3:45 pm
"Successful, Distinctive Bath and Spa Design"
4-5 pm
"Color Forecast: 2004 and Beyond"
* Thursday, April 29
8-11 a.m.
"Natural Feelings, Unnatural Acts: The Art of Persuasive Communication"
9:30-11 a.m.
"Focus on Lighting"
9:30-10:30 a.m.
"The Architecture of Place"
9:30 a.m.-5 p.m.
Expo Open
11 a.m.-12:30 p.m.
"IIDA Think Tank: Leading-Edge Hotel Design"
1-2:30 p.m.
"ASID Forum: Making the Business Case for Green Hotels"
3:15-4:30 p.m.
"Perception Design"
6:30-8:30 p.m.
2004 Platinum Circle Awards Gala
* Friday, April 30
9:30 a.m.-5 p.m.
Expo open
10:30 a.m.-Noon
"Design Documentation: Avoiding the Top 10 Mistakes"
12:30-2 p.m.
"IIDA Think Tank: Hot Restaurant Trends"
2-3 p.m.
"The Strategy of Design"
2-5 p.m.
"Understanding the ADA"
3:30-5 p.m.
"Diversity in Design"
5:30-7:30 p.m.
Party by the Pool
* Saturday, May 1
8:30-11:30 a.m.
"The Resort as Mixed-Use Development"
9:30 a.m.-3 p.m.
Expo open
9:30-11 a.m.
"Digital Architecture: A Paperless Future--Now!"
11:30 a.m.-1 p.m.
"Adding Value--Building Designers' Worth Beyond Design"
| |
|
|
© Contact