Marketing Review - Spring 2008 - (Page 50)

HACIENDA ANTIGUA But it can’t just be rented—one must join the Parthenon’s nonprofit, The Conservancy, at the $3,500 Olympian level to get one-time use of the building for a special event. The fee is tax-deductible since it supports educational programs. Laura Carrillo loved strolling with her grandmother by The Parthenon; now she is employed by Nashville to manage events at the iconic building. While hors d’oeuvres took on Greek accents for a recent National Public Television sneak preview gala, Carrillo says no theming is needed—the stunning and storied venue speaks for itself. For a bridal magazine ad, she nixed Athena in favor of picturing the dramatically illuminated building. On Halloween eve 2007, the Council of Great City Schools kicked off its 51st annual conference at The Parthenon. “We couldn’t dress in togas, since togas are Roman, not Greek,” laughed Council conference executive Teri ValeCruz. But costume longings vanished as attendees beheld the architectural wonder by night. Many cities had bid for the meeting, but the group’s focus on education made The Parthenon the natural choice. “Looking across the street into the park, 50 you see The Parthenon bathed into floodlights,” says Pam Moore at Holiday Inn Select Vanderbilt. “The view is absolutely breathtaking!” At the hotel, the legendary landmark turns up in client proposals, on a meeting room nameplate, and in vintage photos lining the hallway. Now the sales manager is brainstorming how better to capitalize on The Parthenon’s proximity. Hospitality turns on experiences, and Carrillo shares her most memorable: When the Greek ambassador walked through the brass doors of Nashville’s homage to classicism, “Tears filled his eyes when he saw the statue of Athena.” Her planner instincts paid off—she had wisely programmed 10 minutes of quiet time before reception festivities would begin. California Dreamin’ Disneyland is not the only California address boasting an iconic castle. On an island to the south, Hotel del Coronado combines Victorian elegance with old Tinseltown glamor. Opened in 1888 by Elisha Babcock and H.L. Story, “The Del” beckoned socialites, celebrities, and diplomats seeking to recharge bodies and spirits in the cool surf and clean air. Since then, The Del has earned rave reviews from its residential and commercial neighbors, a star role in the city’s Historical Association tours, and so many pages of true stories that it employs a resident historian to keep them archived. Star power illuminates this National Historic Landmark, documented online and in the main building’s photographic timeline display cases. The guest register includes Thomas Edison, Babe Ruth, Charlie Chaplin and Mary Pickford, Clark Gable, Humphrey Bogart, Frank Sinatra, Madonna, and politicians from every party. Celebrity stays burnished the legacy. King Edward VIII gave up his throne to marry Coronado divorcee Wallis Spencer Simpson. It’s said that they first met at The Del. When Charles Lindbergh celebrated his transatlantic flights in 1927 at the hotel, a replica of his “Spirit of St. Louis” circled the enormous Crown Room ceiling. Movies have been filmed here since 1901—including the 1950s hit “Some Like It Hot.” So don’t be surprised to see Marilyn Monroe look-alikes heating up conference and family affair themed events. Ghost stories also dwell here: Kate Morgan checked into the resort on November 25, 1892, and never checked out. Visitors have reported sighting the ingénue through the decades. “Instant recognition” also accounts for the hotel’s appeal over other luxe choices with great scenery and weather, says Christine Donovan, historian for the hotel’s Heritage Services. “The fairy tale architecture is so engaging, captivating, and memorable.” Disney World’s Grand Floridian, she explains, was modeled after The Del. It’s a place to see, as much as a place to stay. Red turrets crown the oceanside castle, adding intimate charm to a property possessing some 750 rooms, 65,000 square feet of event space, and 28 acres. Surveys confirm that even business travelers prefer a one-of-a-kind experience over a cookie-cutter hotel. Separated from southern California by the doglegged San DiegoCoronado Bay Bridge, the resort is easily accessible yet, says Donovan, “a world away.” Visitors sense the hometown America vibe as more than image because of the neighboring homes, uncommercialized public beach, and even a dog beach. “It’s not a tourist city but an authentic city—people have lived here for generations.” HSMAI MARKETING REVIEW • SPRING 2008

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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