Marketing Review Excerpt — Ian Schrager: The Revolutionary Man - (Page 9) The Delano lobby (left) and the lobby of Morgan’s (below). better than a good surprise.’” Always ahead of the curve, he wants to do things that are on the edge and get people excited. He says he gets his ideas from the street, by looking around at what goes on and seeing what people respond to. For Schrager, it’s very personal and he does what interests him, “just as filmmakers make movies they’re interested in, fashion designers design and wear clothes they like, and artists create what turns them on.” He doesn’t do it because it’s good for business but there has to be something special about it. As one who is opportunistic and responds emotionally and viscerally, there’s no market research or focus groups on Schrager’s agenda, and he sees no logic to strategic planning. As with all of his ideas and ventures, it’s all gut instinct and heartfelt. However, there will be more private label hotels in the five and six star category, he sees opportunity in the sophisticated but less expensive threeand-a-half to four star “cheap chic” arena, and most likely there will be more residential developments. Still eager to take huge risks and to embark on monumental ventures, when asked about the desire to build communities, he says “maybe someday…I’m hungry and ambitions, but I still have a lot to say about hotels.” Proud of his accomplishments (he says his daughters are his crowning achievements) he’d like to be thought of as a hotelier who carried the baton by making a difference and having an impact by creating things people get excited about. Although he still feels that he hasn’t created his masterpiece, “something groundbreaking and game changing that will withstand 100 years.” Given his obsession with how people live, coupled with his passion to violate the status quo and shake things up, what’s next for Ian Schrager will undoubtedly be a mold breaking innovation and yet another startling exception to the rule. n FALL 2008 • HSMAI MARKETING REVIEW 27
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