Skift Take
Boutique brands are discovering that creating splashy grand openings is a way to build buzz while creating community connections. Expect more investment in these one-time celebrations.
Parties, public events and puppy portraits are just some of the ingredients new hotels are tossing into their grand openings as they look to make a positive first impression.
Many lifestyle hotel brands are discovering that opening celebrations are a perfect way to build buzz, while developing links to the community. That's why hotel grand openings are going beyond cocktail soirees, and turning into spectacular events including everything from acrobatic shows and concerts to multi-course meals and group exercise classes.
These events come with a big investment that few hoteliers are willing to numerate. Despite the fact that return on investment is difficult to measure, several brands are banking on the fact that their impact is worth it.
“Like any brand that launches, we look for ways to introduce ourselves and connect with the audience that we would like to see coming to our hotels; to create this halo effect on each of the properties and, of course, the brand,” said Ben Pundole, vice president of brand experience at Edition Hotels, who heads the team that conceives and creates opening parties around the world.
The aim, he said, is to throw what founder Ian Schrager called "a festival of events, [which] is a great of way to interact with people from art, film, fashion, music
