Skift Take
Repurposing unused square video footage to up the ante on experiential travel can give hotels the boost they require– especially throughout the off-season.
Carley Thornell
In high season, the drive for Bostonians heading to Cape Cod’s beaches and upscale resorts can take up to 4 hours. But in the off-season, those winding roadways are simply as barren as the trees.
Previously.
At Pelham Home Resort in Dennis Port, Massachusetts, 3,000 square feet of primarily unused ballroom space has been converted into an indoor curling rink. The only ice that’s required is that which clinks in the beverages coming out of the little bar, where birthday parties, bachelorettes, and families can grab a tipple or cocoa before attempting their hand at the Olympic sport.
The $20,000 investment has not only motivated lots of guests to think of a summer season stay when they’ve seen the home, stated handling partner John McCarthy, however assisted fix a twofold problem: bringing organization back post-pandemic while offering the shoulder season a shot in the arm.
Across the U.S., hoteliers are joining McCarthy to up the ante on shows that repurposes the sunk expense of unused square footage while also satisfying the demand for ingenious, experiential travel.
In Newport, Rhode Island– well known for its beaches, sailing, and Tennis Hall of Fame– Gurney’s Resort & Marina transformed outdoor space that was previously idle in winter into a skating rink for guests and the neighborhood. The experience is complete with outside dining and igloos that can be scheduled in two-hour increments or rolled into a hotel stay skating package.
“We have actually all been enjoying Netflix on our couch for 2 years,” said Michael Nenner, Gurney’s Resorts executive vice president. “And you can sit by the pool with a book nearly anywhere. We wished to offer visitors the opportunity to activate themselves, to do something.”
While momentary pop-ups events like shops and art displays can attract new traffic and brand-new attention, Nenner states guests are more likely to favor more active alternatives over passive ones.
In the meantime, Seliece Womble, the director of marketing and public relations at the Houstonian Hotel and Medical Spa in Texas, stated using the 400-capacity Forest Ballroom for programming aside from large gatherings assisted accomplish multiple goals. By transforming the area into a theater for 26 couples who could unmask during a properly socially remote supper service, the Houstonian had the ability to keep their workers working so it wouldn’t need to lose anyone who might obtain other work while on furlough.
With minimal investment in getting the equipment to set up a motion picture night experience– each with its own style– the Houstonian was likewise able to engage residents.
“We pride ourselves on not only being an escape for some guests, but part of the local neighborhood,” stated Womble. “We lie right in the middle of Houston, and the school is actually part of the landscape here.”
Nenner likewise supports the technique of making programming open to citizens whenever possible. “Newport had a skating center that closed and it was such an essential part of the neighborhood that we truly did wish to continue the tradition and belong to the fabric of Newport,” he said.
Womble said that based on their success believing outside the box, the Houstonian has actually included more interactive occasions in locations that were previously unused. Some of that programs includes gingerbread house construction occasions and physical fitness classes.
The Houstonian isn’t the only home using its ballroom space creatively to fill a gap in visitor or occasion bookings during the shoulder season. The Caribe Royale Orlando in Florida debuted its 50,000 square-foot Palms Ballroom in June 2021, and ever since, hotel management has frequently transformed the ballroom area into a live entertainment venue hosting boxing as part of a partnership with Entrobox and Bally Sports.
The greatest roi might eventually be a one-two punch in the food and beverage space. Deer Path Inn converted what was unused outdoor patio space in cold Lake Forest, Illinois into a limited-run ice bar complete with ice sculptures, fire pits and comfortable chairs with blankets. The hotel generated an approximated $8,000 in drink income in just 10 days. And the Sundown Sip n’ Stroll assisted nature hikes with cocktails that the Houstonian launched mainly to adhere to social distancing guidelines have actually ended up being so popular that Womble stated it will continue the trips seasonally.