Practicing the Art of Stagecraft Within a Hotel
By David Muller Founder, DCM Fabrication | November 29, 2015
Making that road show a permanent fixture within a hotel should be as important as creating the exhibit in the first place because the hotel writ mobile and interactive – with its menagerie of decorative and mechanized birds and giraffes, and the choreographed locomotion of a wintertime scene of holiday revelry centered around a incandescent spruce – is a statement of purpose and a reminder, to visitors and staff alike, that a hotel – your hotel – has a story to tell.
So, rather than put that exhibit in a warehouse, or discard it completely, hotel executives should leverage the substance and style of that platform by sharing it with guests, diners and travelers of every interest and persuasion. Put a different way, why should a hotel invest in the design, construction, sculpture and lighting of a presentation that impresses fellow attendees and exhibitors at a major industry convention, only to abandon or destroy something of such persuasive force and unforgettable imagery?
The question answers itself because, one, it would be an act of fiscal wantonness and marketing masochism, so to speak, for a hotel executive to trash this union of art and commerce; and secondly, it would be just plain stupid to go from standing up – and standing apart – to blending in with the competition; becoming another generic place for business travelers to spend the night, in rooms aerated with disinfectants and hallways shampooed with industrial cleansers, until these "frequent flyers" descend upon the lobby and form a line for the complimentary continental breakfast.
The exhibit is also a conversation starter, with the potential to become a featured icon on the grounds of a hotel or a local landmark for residents and sightseers to enjoy.
This kind of word-of-mouth marketing is invaluable because, when paired with exceptional service and the delivery of a performance, there is no amount of paid advertising that can match the passion and sincerity of one loyal patron – never mind scores of fans worldwide – who will speak about your hotel with the fervor of a convert and the intensity of a missionary dedicated to all your destination provides, or all your resort represents.
Regarding the concept of a performance, that is what it is: A seemingly spontaneous expression of enthusiasm, to be your guide, your insider, your all-purpose concierge and confidant, where there is not a trace of discrepancy between your words and your actions.
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