Luxury Hotelier - February 2008 - (Page 37)

“ otels as art galleries and as showcases for art are on the rise,” predicted luxury travel marketing expert Karen Weiner Escalera in 2006. In November, when the United States-based consultant listed the top 10 travel and lifestyle trends for 2008 on her Web site, www.kwegroup.com, the creative imprint remained. “Art tie-ins make good financial sense,” she says. “[The hotel industry] will continue to see hotels become houses of culture, with in-house museums, curators, artists as interior designers and steppedup marketing efforts that embrace culture.” They certainly have, but the trend is not new. One hotelier says it actually began at the turn of the 21st century with the growth of the luxury hotel market. Gertrud Schneider, managing director of the Kristiania Lech in Vorarlberg, Austria, a luxury Gertrud Schneider boutique hotel that is a member of the Small Luxury Hotels of the World, says boutique hotels and chains began then using the term “art” to market themselves differently and to attract more clientele. At the same time, she says, consumers saw an increase in art auctions and art shows, such as Art Basel in Switzerland and Miami Beach, Florida. “It only made sense for the industry to incorporate finer art into hotels and market it to consumers as a so-called ‘new’ market niche,” Ms. Schneider explains. The result of this trend? Caribbeanbased Eden Rock hosts regular art exhibitions. Derby Hotels in Barcelona integrates the company president’s art collection throughout each of its nine properties and also operates an H The Kristiania Lech showcases varied artwork from artists such as [clockwise, from left] Franz Xaver Pausinger, Sam Francis and Piero Dorazio. KRISTIANIA LECH art museum in one of them. The 21c Museum Hotel in Louisville, Kentucky, has an in-house art curator. The new Sandpearl Resort in Clearwater, Florida, offers an artist-in-residence program. The brand new Hotel Murano in Tacoma, Washington, was developed around a glass art theme. The Phoenician in Scottsdale, Arizona, which has offered guided tours of its $25-million art collection since it opened in 1988, is now creating a self-guided audio tour. And the Kristiania Lech? It not only has an extensive and varied art collection of many well-known artists, but executives also commission outdoor modern art installations every two years for guests and the nearby villagers to enjoy. Thus, a new brand of hotelier is emerging—the collector who not only wants to share his purchases, but also to educate guests about them. At the Hotel Villa Real in Madrid, for instance, the works of art are displayed together with an explanation of the pieces so guests can not only admire them but also learn about them. It’s the same at Kristiania Lech, Sandpearl Resort and the Hotel Murano, where glass art hangs on the walls and from the ceiling as well. Stuart Arp, the general manager at the Sandpearl Resort, which is a member of Preferred Hotels & Resorts, agrees the trend has a lot to do with the developer; if owners appreciate fine art, they are likely to include it in their projects. That’s the reason Sandpearl hosts an artist-inresidence program. Mr. Arp says art is part of the overall enrichment experience offered at the hotel. Each month a new artist arrives to teach seminars, practice their art and answer guests’ questions. A brochure also was created for guests to learn more about the original artwork and photographs that are showcased throughout the property. Highlighted in the brochure are the large lobby murals painted by Christopher M. Still, which depict authentic life on Clearwater Beach. They were commissioned by the hotel developers to help set a relaxing tone for guests. To paint them, the artist spent two years on the island exploring sea and plant life and collecting shells on the beach to take home and absorb, according to the brochure. “It’s about building programs that people can actually use,” Mr. Arp says. “[This] is more than just a hotel with a great beach. We wanted people to be enriched … to go home with something that’s life changing. Art is a part of that.” Showcasing fine art in the guestroom is another way to incorporate art into the guest experience. The owners of the Kristiania Lech call it a new way to present art. “Hoteliers must realize that design is all over the place and art is an aesthetic exclamation mark,” says Ms. Schneider. She recommends inviting the public into www.LuxuryHotelier.com | February 2008 | Luxury Hotelier http://www.kwegroup.com http://www.LuxuryHotelier.com

Table of Contents Feed for the Digital Edition of Luxury Hotelier - February 2008

Luxury Hotelier - February 2008 Editor's Letter Publisher's Letter Inform Network Forever Young Evolution for Jumeirah Insight Diamond in the Rough Amenities Televisions Art in Residence Yield Management Development Wine Lists Marketing to Locals Update Advertisers Index Editorial Index Source Listing Dossier

Luxury Hotelier - February 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.