Marketing Review - Spring 2008 - (Page 49)

The staff tell guests to “make yourself at home” amid wood “Santos” (saints) carved by local artists and antique Southwestern toys in the common living room. Jars of dog biscuits support Hacienda Antigua’s motto that everyone is welcome. The adobe hacienda was built in 1790 by Don Pablo Yrisarri. This Spanish army soldier was sent to Vera Cruz, Mexico by the King of Spain to recover gold, silver, and other treasures allegedly buried by friars, prior to the 1680 Pueblo Revolt, under rubble at the Mission Gran Quivira near Albuquerque. To escape arrest and deportation by the Mexican government, Don Pablo concealed his identity, acquired a land grant, and built the hacienda, ranch, and a wagon train business so prosperous that his family set out piles of gold in the sun, like laundry, so it wouldn’t get moldy. The hacienda stayed in the family until an heir’s buggy collided with a train and fortune-seekers sacked the grounds. By the 1940s, the ranch was subdivided into neighboring homes and the hacienda became an eight-room bed and breakfast. In 2002, Robert Thompson fulfilled his dream of owning an inn by purchasing the property with his wife, Susan. Basically, one visit and he bought the place. Manager Josie Chavez and other staffers help maintain the authenticity at the gracious old villa. Some 95 percent of guests come from out of state in search of “Southwestern ambiance,” he says. Now that New Mexico has become a film production site, actors have been booking stays. Also on the rise: Business meetings, corporate retreats. and weddings, with 14 last year and more locked in for the coming months. “They stay, they have the ceremony and reception” on the grounds, says Thompson, who honors frequent requests for marachi bands. The pet-friendly reputation has also gotten around; snakes and lizards have been guests. Thompson cultivates ties with the Zia Gardens community beyond his villa’s walls, hosting bonfires and pool parties. No wonder a dog-walking neighbor could recite Hacienda Antigua’s history; then again, he owns some authentic Don Pablo property too. evening with the syndicated radio host. But they didn’t expect to see an even more stunning goddess—Athena Parthenos. All 42 feet and 12 tons of her loomed over the crowd assembled at The Parthenon. While Delilah’s fans might gladly circle the globe for her, no passports were needed. This Parthenon stands not in Athens, but in Nashville. Close to downtown and Hot-air balloons have lifted Albuquerque’s fortunes, but Hacienda Antigua’s success is rooted in a romantic past. the Vanderbilt campus, it’s the world’s only full-size replica of the Greek architectural marvel. Seeking an unusual venue to host the dinner, the Delilah event planners couldn’t resist the man-made world wonder. The 65-foot-tall structure’s perimeter features 46 Doric columns, 17 on each side, 6 on each end. Huge seven-ton bronze entrance doors on the east and west sides break world records. Commanding pediment reliefs of deities were created from direct casts of the original temple’s marble sculptures. Gargantuan gold-leafed Athena was cast out of gypsum cement by Allen LeQuire between 1982 and 1990. The Nashville sculptor used archaeological data, since the original was destroyed by a rioting mob in 1203 AD. The building houses an impressive art collection that is open daily to the public. Nashville wasn’t always known for music. In the mid-1800s, the city earned the nickname “Athens of the South” for its educational and architectural assets. So when Tennessee decided to commemorate its 100-year anniversary in 1896, the logical choice for the Centennial Exposition’s fine arts pavilion was a replica of ancient Greece’s colossal temple. The celebration attracted 1.8 million visitors in its six-month run. Soon after, most of the Expo’s three dozen buildings were torn down, but citizens blocked demolition of The Parthenon. It was rebuilt with durable materials; the most recent restoration wrapped up in December 2001. Since then, the venue has hosted more than 50 events annually, from conference receptions to weddings, African dance performances to an NFL executive summit. THE PARTHENON, NASHVILLE Brand Equity in Antiquity It was thrilling enough for the 150 “Dinner with Delilah” winners to spend an SPRING 2008 • HSMAI MARKETING REVIEW 49

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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