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HOTEL BUSINESS REVIEW

NOVEMBER FOCUS: Architecture & Design

 

Weaving Art Into Every Aspect of Your Hotel

How Adapting Creative Spaces Can Lead to Increased Safety and Well-Being for Hotels

By Martha Weidmann CEO & Co-Founder, NINE dot ARTS | November 2021

It's no secret that art is a powerful method of storytelling. It defines experiences, shapes perspectives and challenges the way we think about the world.

Art can help ground people in reality and encourage them to embrace a sense of place. In fact, many turned to the arts as a source of strength during and post-pandemic. After all, connecting to art makes us feel connected to each other. In fact, over 90% of people say art installations elicit positive feedback. And more than one study has found that creative expression helps improve mental health.

As we chart a path forward, art has a key role to play.

To do this well, art must be more than just a picture hung on the walls. In fact, art must permeate to the core of your hotel's mission and vision. It must fuse with the building itself and its architecture, creating an immersive narrative that excites and entices and brings in community.

Colorado Rockies team memorabilia and equipment (signed baseball bats, bases, balls, pennants) greets guests in the Rally Hotel lobby in McGregor Square overlooking Coors Field.

Enhance Connection and Brand Through Artwork

The hospitality industry has been one area where art has been found to be extremely important to the success of projects. Not only does art make your hotel stand out from the competition, it also encourages guests to form experiences and establish a connection to a space.

Travel is a defining element of life. And art is essential to that experience. Take the Rally Hotel in Denver, Colorado, for instance. Designated the official hotel of the Colorado Rockies, the Rally digs deep to pay homage to the major league team's rich history. The prime location of McGregor Square is one way the hotel does this. Set steps away from Coors Field, home of the Rockies, and among other gameday favorites, this allows attendees to truly embrace the sights and sounds of Denver. The time honored traditions, nostalgic remembrances and new age conveniences of baseball games are all front and center.

However, the Rally had to embody more than just the walls of their facility to create this sensation. The 60-piece art collection includes an oversized reproduction of the Governor's Honorary Proclamation of Major League Baseball Day that stands at eight feet high. A nine-foot tall interactive sculpture installation by Peter Yumi is housed on the third floor and features unique rotating blocks, including custom squares designed with scenes from around Denver. Adding to the curated collection is a selection of bats and bases signed by each year's roster of players displayed in the building's lobby.

The Rally's goal is more than just an ode to the Rockies. The hotel is designed to create a visual narrative of the people, activities and places that make up the story of Denver and Colorado at large. This not only engages the guest, but pulls them into the pulse of the Mile High City, with the Rally as their guide.

The rooftop brick melt mural, "Over the Rainbow Under the Moon" at Moxy Denver Cherry Creek by Hyland Mather was commissioned to represent the hotel's spirited energy and invite people on top floors of neighboring buildings into the space.

Create a Sense of Open Space

One key to guest well-being and safety as of late includes developing more transitional, adaptable spaces, where guests can mingle without close contact. This type of design aesthetic challenges hotels and their architecture to think about the use of space.

For architectural design firms, this means creating a variety of spaces for guests to use, including breakout spaces, operable and multi-purpose walls and windows, and more. According to Gensler, the act of designing to promote social distancing can actually make spaces more hospitable, flexible and agile.

How, then, can we utilize art in these more open concepts? It's simple, embrace the communal spaces and use them for wayfinding as guests mingle in various areas. This can include both indoor and outdoor environments.

At the Embassy Suites Boulder, the goal was to develop a building and artwork that called on the city's commitment to sustainability and open space preservation, as well as the overall health of the environment. The hotel features floor-to-ceiling windows across much of its lobby, as well as installations that play on Boulder's outdoor feel. This gives guests the illusion of the outdoors, fresh air and sunlight, while also highlighting important aspects of the city's culture.

At The Moxy Denver Cherry Creek, it was about more than just the artwork adorning public spaces. The Moxy wanted to create an invitation to even those who were far away. So, they commissioned a brick melt mural for their rooftop, which draws attention to the Moxy's energy and playfulness from other nearby rooftops and high floors. The Moxy reminds us that art doesn't have to be seen only indoors. Utilize large outdoor spaces to support wayfinding from afar.

One of Denver's latest social clubs and boutique lodging , Clayton Members Club and Hotel features a diverse collection of art from local artists of color like this vibrant painting by interdisciplinary artist Michael Gadlin.

Embrace the Mixed-Use Space

One of the key takeaways from COVID-19 is the need for mixed-use space. Many of us went from having separate work-life spaces to co-mingling our personal and professional lives in our own homes. The hospitality industry was not exempt from this. In fact, agile spaces within hotels will be necessary in future design.

Just think about the person who travels for business. They may no longer feel comfortable working in the hotel lobby or other high-traffic areas. So how can we utilize guest rooms for rest, work and more? And how can we still embrace the common spaces within hotels to build community?

Convenience and the desire to remove unnecessary personal interactions creates an opportunity for incorporating unique amenities into spaces. Take Denver's recent addition, The Catbird Hotel, with self check-in iPad stations, facilitating a more contactless environment that allows the hotel to feel like you're checking into your "home away from home."

The Clayton Members Club and Hotel plays on the traditional idea of co-working and social clubs, while also providing a rich art experience that highlights diversity and equity. Clayton Club's goal is to create connection to impact the local community. They do this through a variety of mixed-use spaces, inspiring creativity through art.

Communal and private spaces are enlivened by one of the 235 artworks in the collection. In conjunction with the collection, Clayton Club utilizes inclusive programming to invite guests to incorporate art and culture into their daily lives.

A Return to Value

Hotel architecture trends post-COVID are showing an increase in sustainable design, sourcing local materials and a return to craftsmanship. Ultimately, the hotel design of the future is one with a "heartbeat," where people want to come and spend their time.

This begins with asking the question of what value your property is bringing to the table. How do you use the land, neighborhood and community where you're located to the very best of your ability? Community buy-in from local influencers and social capital creates value that no dollar can match.

Hotels must create an emotional bond with their guests. They must play on human experience and develop authentic connections that lead to long-term brand loyalty.

To do this, consider how you can partner with the surrounding community. Can you engage local artists from a neighboring university? Can you commission an installation that represents the area's history and culture? Can you select artists that represent diversity and inclusivity from the start of the project?

There's so much more to building a hotel than just the paint and the bedding. Utilize creative expression that builds a bond and long-term brand loyalty.

How Art Can Create a Sense of Well-Being for Your Hotel

According to Psychology Today, a sense of well-being is known as "the experience of health, happiness, and prosperity. It includes having good mental health, high life satisfaction, a sense of meaning or purpose, and ability to manage stress." Architects will have to reevaluate the functionality and future design of hotels based on our past experiences to accommodate this present-day guest prerequisite. Public areas may become larger, while private offshoots will also be created to foster more intimate interactions. Even hotel rooms will need to be redesigned to integrate a work-play-live mentality.

As these changes transpire, art will take center stage in creating welcoming, inviting encounters for guests. In speaking to the art collection at the recently opened Clayton Members Club and Hotel, Aparium Hotel Group's Michael Kitchen said, "Art is one way in which space can visually embrace the core tenets by which we process and express ourselves." When a space becomes larger, art can come in and create a sense of wayfinding.

When guests return to their hotel rooms at the end of the day, immersive art experiences can remind them of the community they are part of. Even in mixed-use spaces, art can be used to pull people into the overall narrative of the space and remind them that, even through distance, we are all connected.

Curating an art experience that extends beyond the walls weaves guests further into the story of the hotel. The Blackstone on Chicago's storied Michigan Avenue has specifically made guests' hotel stay about experiencing art at all turns. From asking guests "How can we help curate your stay?" to commissioning Chicago artists to create coloring books filled with scenes of Chicago's iconic architecture and art, The Blackstone makes it all about positive and uplifting encounters with this creative medium.

These coloring books, along with colored pencils were placed in guest rooms for patrons to enjoy during their stay, meant to encourage mindfulness and relaxation for visitors. To go even further on the artistic journey, the hotel has its own magazine, The Curator, which compiles the full art collection of the Blackstone, offering background information on the stories and meaning of each artwork and artist. 

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Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

Amy Draheim Raising the Bar in Hotel F&B
  • By Amy Draheim, Founder, ABD Creative

    • F&B is an undeniable cornerstone of the hospitality industry, but all too often it's feast or famine. When operations and marketing work together effectively, F&B can make significant contributions both to the guest experience and to revenue generation. As F&B operators race to embrace the latest trends, marketers must trot in tandem as key partners. Harnessing the latest trends on both the operations side and the marketing side will surprise and delight prospective guests, even before they set foot in your restaurant. The Green Stack One of the most prominent trends in the hospitality F&B sector is the...

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Frank Speranza How to Hire the Best Hospitality Leaders: A Four Step Process
  • By Frank Speranza, President, Hospitality Talent Scouts Executive Search

    • When Benedict Cummins, Publisher of HotelExecutive asked me if I would be interested in writing a quarterly column in 2024, I asked myself what I could write that I had not written or spoken about before that could be useful and meaningful to hospitality professionals? Something that would make a difference in both their professional and personal lives that could allow them to have an impact on our industry. Sounds like a tall order, right? Yes, it is, but when you are passionate about something, what seems impossible is possible, and I’m sure many who will be reading this know...

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Connor Vanderholm The 'Revenue Sleuth': Unmasking Revenue Maximization Tactics
  • By Connor Vanderholm, CEO, Topline Revenue LLC

    • Rate Shopping: The Foundation of Competitive Intelligence Rate shopping forms the bedrock of any revenue sleuth’s strategy. By continuously monitoring competitor rates, savvy revenue managers can dynamically adjust their prices to stay ahead. The goal is not just to match or undercut competitors but to strategically position your property in the market. Advanced rate shopping tools provide real-time data on competitor pricing, allowing revenue managers to make informed decisions. For example, if a competitor slashes rates for an upcoming weekend, a knowledgeable revenue manager might hold steady, anticipating that last-minute bookers will perceive higher value in their property. This nuanced...

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Derek De Salvia 4 Ways Hospitality Companies Can Build Genuine Traveler Loyalty in 2025
  • By Derek De Salvia, Executive VP & Chief Customer Officer, Hilton Grand Vacations

    • The travel industry is on the cusp of a major transformation, and in 2025, it’s critical for vacation companies to understand shifting customers’ expectations. To stay ahead, brands must build deeper, more meaningful relationships with their customers. This significant change is being driven by younger generations — Millennials, Gen Z and Gen Alpha — who are reshaping the way we think about vacation. These generations place a premium on personalization, purpose and authenticity. They want to travel in ways that reflect their values and identities, whether that means taking a wellness retreat in the mountains, going on a cultural immersion...

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Jon Marler Beyond The Back Office: Making Cyber Resilience a Core Hospitality Function
  • By Jon Marler, Cybersecurity Evangelist, VikingCloud

    • As hotels digitize the guest journey—from mobile check-in and digital key access to loyalty apps, online booking, and connected amenities—they’re reshaping the guest experience and raising new expectations. The guest experience is everything to hotels—and it’s under constant threat. Many think of overbooked rooms and slow service as top risks to providing a seamless stay. Cyberattacks, however, are becoming more frequent and often strike without warning, disrupting operations and eroding guest trust just as fast as poor service. A new report found that 82% of hotels experienced a cyberattack in just one summer—which is hotels’ busiest time of...

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Carol Leaman Can Today's Hospitality Workers Handle Emotional Scenarios?
  • By Carol Leaman, Co-founder, Axonify

    • Emotional situations look different for everyone, but some common signs exist: outbursts, crying, asking a flurry of questions. Profuse sweating, or an eerie indifference. Many experience nerves that accompany traveling-it’s often inevitable. It also means that hospitality workers are responsible for identifying and adequately responding to emotional scenarios and handling them with care, safety and assurance. The problem is that with 67% of hotels reporting staffing shortages, the remaining workers have had to pick up the slack. These added responsibilities have stretched their bandwidth extremely thin, making handling delicate emotional traveler situations even more challenging....

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Laurel Tiedeman How to Increase Foot Traffic at Hotels & Restaurants With Pop-Up Events
  • By Laurel Tiedeman, Senior Account Manager, Crowe PR

    • In today’s era where consumers seek out experiences above all else, hotels and restaurants are turning to an innovative strategy to generate engagement and boost foot traffic: pop-up events. These limited-time immersive experiences are a powerful tool to engage customers and bring relevancy to hospitality spaces. A pop-up event is a hyper-themed activation tied to a trend, seasonal observance, pop culture happening or niche interest. Often featuring themed decor, entertainment and specialty food and beverage menus, these limited-run offerings provide ample opportunity for hotels and restaurants to align themselves with relevant cultural happenings in today’s high-speed trend cycle. ...

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