Hotel & Motel Management - October 1, 2007 - (Page 46)

46 News H&MM October 1, 2007 | HotelMotel.com www.HotelMotel.com/digital_edition Celebrity Continued from page 38 instant recognition it generates. The only trouble is attracting that high-proﬁle partner. Celebrities, rather than developers, typically initiate the enterprise. The developers’ pro-active pursuit of the partnership comes after they have been contacted to make a bid. For Cabañas, the process unfolded along these traditional lines. “Benchmark was asked to bid and make a presentation to Estefan Enterprises along with other companies, which we did,” Cabañas said, adding that his success came from understanding what the Estefans were looking for both professionally and personally in the partnership. “In the ﬁnal judgment, our capabilities, coupled with my being an exile from Cuba, got us the opportunity.” Couple the branding of a celebrity owner with the allure of an intimate boutique hotel, and the result ﬁts squarely into current industry trends. “At the high end, there’s been a move toward smaller boutique hotels versus larger properties and the move toward design and lifestyle focus,” Glaser said. “This has been a growing trend in the industry and I think the celebrity partnerships play into that.” These developments potentially allow for the best of both worlds: bigname branding on small, exclu- sive properties. For many, this means a But the task is raredesire for ultimate conly that simple. Severtrol of the development al developments, most decisions. It also means recently the much-disthat the branding is forcussed partnership beever linked to the success tween Nicky Hilton and or demise of a celebrity. developer Robert Falor’s In the case of Hilton and Falor Cos., disintegrat- Cabañas Falor, unrelated negative ed before the hotel doors BENCHMARK media attention for Hilopened. With the advanton jeopardized the detages of celebrity branding come velopment, catapulting the partthe disadvantages that the brand nership into a slew of lawsuits and is, ultimately, the celebrity’s own. bankruptcy proceedings. But for Cabañas, the solution to any such front-page controversy is straightforward. “In the start of a relationship with a celebrity, trust of Benchmark becomes the only obstacle,” Cabañas said. “Because our two worlds are so different, I make it very clear that my responsibility is to them and their business and that their reputation is more important than mine.” Understanding the pressures of celebrity might be the greatest charge of a developer. But, according to Cabañas, the success of the project has its roots at the beginning of the relationship. “The venture must make economic sense on its own without any celebrity inﬂuences,” Cabañas said. After that, branding becomes an asset rather than the foundation of the project. As for future partnerships, Cabañas and the industry seemed primed for the possibility. “Will there be more in the future? I’m sure there will be,” Glaser said. “But as of today, it’s still a relatively small portion of the industry.” hmm@questex.com Business Boosters TPC Sawgrass and Sawgrass Marriott Resort & Spa, Ponte Vedra Beach, Fla., offers a “Live The Players” program, allowing everyday golfers the chance to live like a PGA Tour pro with deluxe golf amenities. The package is available through Nov. 30 and starts at $1,295 per person, per night. Compiled by Stacey Higgins, shiggins@questex.com CIRCLE NO. 101 http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.a1textiles.com http://www.a1textiles.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - October 1, 2007

Hotel & Motel Management - October 1, 2007 Contents Independents Rely on Guest Feedback Models Showcase Aloft, Element Brands Trainers Emphasize Communication, Cooperation Perspective At Your Risk Satisfaction Trends Sales Clinic Energy Star Update HotelWorld Update Trends & Stats Dressing Walls in 'Green' Music Programming Provides a Sound Solution Remote Check-In/Out for Leisure Travelers Q&A: Western U.S. Pipeline Softgoods - Beds and Bedding Transactions A Cause Célèbre Awards People on the Move Events Cleaning and Maintenance Solutions Marketplace Ad/Editorial Index Classifieds Checking Out

Hotel & Motel Management - October 1, 2007

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