If you were to guess which magazine the staid Marriott chain would team up with for events, the edgy tech publication Wired would likely be low on your list.
That's a key reason why Marriott Hotels & Resorts developed an unexpected partnership with Wired in a way that goes beyond full-page ads. With the arrangement with the small-but-influential publication, Marriott hopes to make a statement that it is "relevant, modern and contemporary," says Michael Dail, marketing vice president for the hotel chain.
The pairing also illustrates the new ways that hotels are trying to reach like-minded people whose appreciation of their favorite brand often ends at checkout. In recent months, Dwell magazine paired with a hotel in Palm Springs, Calif., and Miami's society-tracking Ocean Drive magazine paired with a Miami Beach hotel.
"We've been able to talk about how Marriott is evolving in a way that's not traditional," says Dail, who's trying to modernize Marriott's image with a variety of unexpected partnerships. The chain's also been advertising on the digital music service Spotify, which lets people access millions of songs.
In recent months, Marriott and Wired teamed up with to bring tech fanatics together in key cities where Wired readers are most likely to live and work. Events have included:
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A panel moderated by tech entrepreneur Alexis Ohanian, founder of Reddit, featured executives of the Top 5 start-ups in the Boston area, as picked by Wired. Each person gave a presentation to the crowd of about 250, which included Wired readers, Marriott Rewards members and members of the Tech Meet Up group in Boston. Ohanian chose a winner.
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An event with nationally known artists at the San Francisco Marriott Union Square featured work by photographer Todd McClennan, who disassembles items and then photographs them, and Lego brick artist Nathan Sawaya.
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And an inspirational "Aura Cam" installation at Wired's pop-up, Christmas-time retail shop in New York City that read the auras of people and then projected an image of that destination behind them. A photo was taken of them with their destination (Greek Islands, Fiji, Hawaii, etc.) so they could then share the idea with friends via social media.
The Wired-inspired events, Dail says, fill a growing desire among guests for interactive experiences, such as the ability to hobnob with editors, entrepreneurs and other creative types. Boutique hotels have been holding events with edgy partners for years, but demand is growing as younger generations demand different and unexpected perks and some media outlets open themselves up to new arrangements.
Veteran travel analyst Henry Harteveldt of Hudson Crossing says that, stylistically, "I could see better alignment between Wired and Marriott's Autograph Collection or Edition brands," but that Marriott also has plenty of "tech-focused/tech-aware guests."
When looking at such partnerships, he says, there are critical factors such as "Do the two brands seem like natural partners? It won't work if it seems forced. Is the content or promotion relevant and credible for both brands and their target audiences? Must be truly evenly balanced, or it'll flop."
Dwell magazine lures design devotees to Palm Springs
"Partnering with anybody that has like-minded readers is smart. I think you'll see more people do it," says Blake Danner, a senior executive with the Sydell Group, which developed boutique properties such as the Ace and Nomad hotels in New York City and the Saguaro hotel in Palm Springs.
The Saguaro Palm Springs, set against the San Jacinto mountains, is part of the Joie de Vivre boutique hotel chain.(Photo: Saguara Palm Springs)
Earlier this month, the colorful Saguaro – known for its mid-century modern design and cactus-inspired colors – offered a package with Dwell magazine during Palm Spring's second-annual Modernism Week event.
The event pays homage to mid-century modern design, architecture and culture, and is one of the destination's biggest weekends of the year. The hotel also plays up modernism with its furnishings and bold exterior colors in shades of pink, purple and orange.
"It wasn't just a package, it was an experience," Danner says.
For $399 per night, guests were able to mingle with Amanda Dameron, Dwell's editor, as well as Peter Stamberg and Peter Aferiat, the architects who relaunched the retro hotel into a hip destination. Buyers also gained entry to a special breakfast and a book signing.
"We had the best three-day weekend we had since we opened," Danner says. "The interest level was great. We were shocked."
Asked whether the hotel will consider more events with Dwell, he said: "Absolutely. It will be part of our ongoing programming."
Why does he think magazines are the next "big thing" for hotels?
"They're like-minded folks who are all talking the same language," Danner says. "They like interacting with each other, and we provided a format for them to do that."
Source: USA Today
