The surrey
2017 Digital Invitation
2017 Printed Invitation
PATRONS CLUB
As part of The Surrey's $60 million renovation, the roof was transformed into a magnificent lavender rooftop garden with outdoor beverage service and a nosegay trellis to complement the sweeping views of New York City. The hotel's most intimate space, which my team branded The Private Roof Garden, was initially designed to serve hotel guests, exclusively. However, given New York City's increasing 'obsession' with private clubs, coupled with what was an emerging trend of rooftop experiences, I recognized the financial opportunity to meld the two concepts, tastefully positioning the Private Roof Garden as a Private Club with an initiation fee and annual dues.
New York City's elite were invited to become members of The Patrons Club, which was fully supported by ownership and the hotel’s other outlets - with cocktails from Bar Pleiades and bites from Cafe Boulud. We complemented this private rooftop experience with an abundance of seasonal art installations, exclusive hotel programming, and private offerings - all of which drove incremental revenue, feeding the asset’s bottom line.
Since The Private Roof Garden’s initial launch, not only has annual revenue increased exponentially with each passing year, but this distinguishing facet of the hotel’s experience as become the brand’s most photographed and socially tagged part of the hotel.
ArtSpeak at The Surrey celebrating the much anticipated art installation by famed artist Peter Gerakaris
With The Surrey Hotel's Private Roof Garden and the New York City skyline serving as the backdrop to Peter Gerakaris Floating Garden mixed media art installation 17 floors above Madison Avenue. Click here to view more of Peter's work.
Invitation
CRM
On Property Communication
Signage
CRM
Digiral
Sotheby's Diamonds & Surrey Partnership
On property pop up experience @ The Surrey Hotel for the holiday season, a stunning array of gems adorning the hotel for guests, members of the Patrons Club, and Sotheby's VIP clientele to peruse, try on, and potentially purchase. Partnerships and activations such as this were important to The Surrey, and initiatives which we consistently sought out, for they positioned The Surrey in the right light.
The Surrey in partnership with Desire Obtain Cherish
Partnership and on-property art installation with Los Angeles based modern artist, Johnathan Paul of Desire Obtain Cherish, entitled Meltdown. This effort, coupled with the hotel's extensive modern art collection, and in conjunction with other (temporary) art installations continue to position The Surrey in the art world.
CRM
Guest Amenity Card
Affinia Hotel Collection
As part of the repositioning of Affinia to leverage the brand as an authentic 'New York Experience' - where guests can live like New Yorkers, our team sought to craft a distinctively New York program that would reinforce the brand's New York centric guest experience.
Given guests were already exploring dining options once they left the property for the day, we recognized the opportunity to launch a Bagel (breakfast) program. Built into the room rate, the program not only became a distinct revenue center for the hotels, but was also used as another guest amenity to combat the TPIs and garner brand loyalty among our guests.
In addition to this being a promotional activation that aided in gaining brand loyalty, this initiative helped to further distinguish Affinia from its very cluttered competitive set ... certainly other brands offer complimentary breakfast, but none others invited guests to a 'live like locals' .
CRM
Digital Banner campaign
On Property Packaging
#Affiniasummer
A promotional summer campaign initially launched in 2014 with the objective being to drive brand engagement with Affinia's (social media) followers. Although initially forecasted to run for only one season, the campaign was so successful it is currently wrapping up its fourth year almost 2,000 hashtags on Instagram alone.
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Affinia Junior
An on property hotel activation that drove incremental revenue, appealing to both parents and kids. Offering a fun yet educational activity kit, in addition to healthy snacks & sips all in a branded take home backpack.
Liaison Capitol Hill, an Affinia Hotel
Seasonal Pool Activation: Destination Relaxation, an activation to drive awareness of the hotel's rooftop pool, an anomaly and standout benefit in the DC market.
On property digital communication
Amenity Card