The Unfamiliar Shift with Ariela

[Episode Summary]

In this episode of "The Unfamiliar Shift with Ariela," host Ariela Kiradjian is joined by industry expert Cory Schisler to dive into the world of authentic hotel and restaurant brand building. Cory shares his insights, experiences, and valuable advice on creating unique and successful hospitality ventures. From a luxury boutique hotel project in wine country to the intricacies of branding, PR, influencer marketing, and the power of creativity, this episode is packed with valuable knowledge for anyone in the hospitality industry.

[Episode Timestamps]

• Introduction: Authentic hotel and restaurant brand building with Cory Schisler. (0:00)
• A luxury boutique hotel project in wine country. (1:56)
• Funding and positioning a boutique hotel in wine country. (6:11)
• Branding and messaging for a boutique hotel. (12:14)
• Preopening budget for PR and its impact on a hotel's success. (15:44)
• Influencer marketing for a small hotel. (20:16)
• Creativity, reading habits, and podcasting. (26:19)
• 
  

[Episode Highlights]

Introduction: Authentic hotel and restaurant brand building with Cory Schisler. (0:00)

• Cory shares insights on building authentic hotel and restaurant brands.

A luxury boutique hotel project in wine country. (1:56)

• The Madrona in Healdsburg, California, opened a year and a half ago.
• The trio behind the project, including Cory Schisler, found the hotel through serendipity and shared passion for real estate and design.
• They pursued the opportunity despite initial assumptions, showcasing the power of following creativity and living in flow.

Funding and positioning a boutique hotel in wine country. (6:11)

• The Madrona offers a cosmopolitan experience with a high-end cocktail program and luxury service.
• Securing funding for smaller properties with under 50 rooms can be challenging; Cory shares his approach through personal connections and networking.
• Challenges faced, including the pandemic and election cycle, were overcome with community support and helpful county permits.
• Building relationships with neighbors and stakeholders from the beginning was a priority.

Preopening budget for PR and its impact on a hotel's success. (15:44)

• PR is crucial for a successful hotel opening; allocating a significant budget for pre-opening PR efforts is advised.
• Establishing awareness and building relationships with PR partners for ongoing interest in the hotel is vital.
• Collaborative PR efforts with a nearby winery resulted in mutual benefits and increased exposure.

Influencer marketing for a small hotel. (20:16)

• Building relationships with publications and influencers is essential for driving awareness and inquiries for small hotels.
• Influencers as content creators play a key role in keeping the brand visible and relevant.
• Measuring digital marketing efforts through metrics and data for bookings and ROI is crucial.
• Finding balance in a partnership, with creativity and finance/hospitality focus, is discussed.

Creativity, reading habits, and podcasting. (26:19)

• Ariela and Cory discuss multitasking reading habits and creative brains.
• Cory shares his approach to reading books based on mood and the importance of creativity in the industry.
• 
  

[Episode Conclusion]

This episode of "The Unfamiliar Shift with Ariela" provides invaluable insights into the world of authentic hotel and restaurant brand building, with Cory Schisler sharing his experiences and expertise. From finding the perfect boutique hotel project to funding, branding, PR, and influencer marketing, listeners gain a comprehensive understanding of what it takes to succeed in the hospitality industry. The episode wraps up with a discussion on creativity and its significance in hospitality.

Summary:

In this episode of The Unfamiliar Shift with Ariela, Lark Hotels CEO Peter Twachtman takes us on a journey into the world of bespoke hospitality and immersive stays. From scaling a hospitality company with integrity to navigating the evolving landscape of boutique hotels, the discussion touches upon key insights and challenges in the industry.

Timestamps and Topics:

• 0:00 - Introduction
• 2:10 - Scaling a Hospitality Company
• 9:05 - Hotel Industry Trends and Independence
• 12:24 - Boutique Hotels and Their Place in the Industry
• 18:42 - Scaling a Boutique Hotel Collection
• 25:01 - Personal and Professional Development in Boutique Hospitality

Key Discussion Points:

• The significance of a strong foundation, including people and systems, in scaling a hospitality business.
• The challenges of maintaining authenticity and independence in the face of increasing competition and institutional ownership.
• The role of vulnerability and trust in leadership and team dynamics.
• The value of personal development in building strong business relationships.
• The profound impact of creativity on business, beyond surface-level thinking.

Concluding Thoughts:

This episode provides valuable insights into the world of boutique hospitality and the challenges and opportunities it presents. From scaling a boutique hotel collection to maintaining authenticity and fostering creativity, the discussion highlights the keys to success in this dynamic industry. The importance of personal development and building trust emerges as a recurring theme, underscoring their significance in the world of bespoke hospitality. Ariela and Peter offer a wealth of experience and wisdom for anyone interested in this fascinating industry.

Episode Summary:

In this episode of Creative Spaces, Creative Minds: Jersey Banks on Hotel Entrepreneurship, we dive into the world of boutique hotels, dynamic branding, and the art of hospitality. Jersey discusses her journey from artist to hospitality entrepreneur, the impact of social media on her business, and the evolution of her unique brand. We also explore the role of creativity and women's empowerment in the hotel industry.

Timestamps & Topics:

0:00 - Introduction to Jersey and her journey from artist to hospitality entrepreneur, including the balance of business and motherhood.

2:14 - Hospitality industry beginnings and Instagram marketing strategies. Insights into Jersey's unexpected entry into the industry and her adaptation to social media trends.

7:20 - Property development, marketing strategies, and creative revenue streams. Discussion on unique property features and the growth of Jersey's company. 

14:57 - Creativity, passion, and evolution in business. Ariela and Jersey share insights on staying inspired and adapting business models.

20:53 - Women's empowerment in the hotel industry. Exploring the opportunities and challenges for women in hotel ownership and leadership.

Key Discussion Points:

• The unique blend of artistry and hospitality in Jersey Bank's career.
• The evolution of social media marketing, particularly Instagram, in promoting boutique hotels.
• The importance of creativity and adaptability in property development and branding.
• Strategies for creating diverse revenue streams in the hospitality industry.
• The significance of women's empowerment and leadership in the hotel sector.

Concluding Thoughts:

Jersey Banks' story is not just about boutique hotels; it's a testament to the power of creativity, adaptability, and the importance of female leadership in the business world. Her journey from an artist to a hospitality entrepreneur showcases the dynamic nature of the hotel industry and the endless possibilities for those willing to think outside the box and lead with passion.

Episode Summary:

In this insightful episode of our podcast, we delve into the fascinating world of wellness tourism with Andrew Miele, the CEO of Nomade People. We explore Andrew's unique leadership journey in the hospitality industry, his vision for conscious hospitality, and how he seamlessly blends spirituality and business to redefine the guest experience.

Timestamps & Topics:

0:00 - Introduction to Andrew Miele and Nomade People

2:09 - Andrew's Career Path in the Hospitality Industry

6:26 - Career Transitions and Business Growth

14:01 - Wellness Tourism and Hotel Operations in Tulum, Mexico

18:41 - Evolving a Hotel Company into a Cultural Brand

25:12 - Balancing Spirituality and Business in the Wellness Industry

31:12 - Conscious Travel and Hospitality Industry

37:09 - Hotel Industry Trends and Understanding Guests' Needs

43:44 - Beauty Industry Collaboration and Networking

Key Discussion Points:

• Andrew Miele's career journey from a Holiday Inn in Ontario to leading Nomade People.
• The transformation of Nomade People and Andrew's role in shaping the company's future.
• Unique challenges and opportunities in wellness tourism, especially in Tulum, Mexico.
• The evolution of a hotel company into a broader cultural brand, influencing various aspects of lifestyle and travel.
• The delicate balance between spirituality and business, and how this impacts guest experiences and industry trends.
• Future directions for the hospitality industry, focusing on authenticity, integrity, and personal connections.

Closing Thoughts:

Andrew Miele's journey and insights offer a refreshing perspective on the hospitality industry, highlighting the importance of understanding and catering to the evolving needs of modern travelers. His approach to blending wellness, culture, and business serves as an inspiration for industry leaders and enthusiasts alike. As we look towards the future, it's clear that the hospitality industry is not just about providing a place to stay, but about creating meaningful experiences and connections that resonate with guests on a deeper level.

Episode Summary:

In this episode, we dive into the world of boutique hospitality with Nathalie Jordi, exploring her unique career path from ice pops to the development of boutique hotels in New Orleans. Join us as we uncover the story behind the creation of the Hotel Peter and Paul, delve into the challenges of hotel development, and discuss the importance of local ties and sustainable tourism in New Orleans.

Timestamps & Topics:

[0:00] Introduction to Boutique Hospitality Industry with Nathalie Jordi

She shares her diverse career journey from ice pops to boutique hotels in New Orleans.

[1:49] Hotel Development in New Orleans

Focus on design and local partnerships.

Ariela's excitement about Nathalie's boutique hotel, Hotel Peter and Paul.

[6:37] Redeveloping a Historic Church Property into a Hotel

Overcoming opposition from a neighborhood association.

Building local support and securing a zoning change.

[10:53] Hotel Development Challenges and Local Ties

The importance of neighborhood ties and community-led projects.

Challenges in securing financing and the role of persistence.

[14:58] Financing and Construction Challenges for a Historic Hotel

Ariela discusses banks' inflexibility in financing boutique hotels.

The complexities of renovating a historic property.

[22:51] Boutique Hotel Ownership in New Orleans

The challenges of catering to diverse customer needs and the emotional labor involved.

Nathalie's passion for New Orleans and sustainable tourism.

Key Discussion Points:

Career Transition

• Exploring Nathalie Jordi's unique shift from a different industry to boutique hotels.
• Understanding the motivations and inspirations behind this career change.

Design & Local Partnerships

• The role of design aesthetics in creating a boutique hotel experience.
• How local partnerships enrich the hospitality experience and benefit the community.

Historical Redevelopment

• The challenges and rewards of transforming historic buildings into boutique hotels.
• Strategies for engaging with local communities and gaining support for redevelopment projects.

Financial & Construction Hurdles

• Discussing the difficulties in financing boutique hotel projects.
• The unpredictability and challenges encountered during the renovation of historic properties.

Sustainable Tourism

• Natalie's vision for sustainable tourism in New Orleans.
• How boutique hotels can contribute to a more sustainable and culturally respectful tourism model.

Direct Booking Advantages

• Exploring the benefits of direct booking for both the hotel and the guests.
• The impact of direct booking on guest experience customization and hotel revenue.

Closing Thoughts:

Nathalie Jordi's journey in the boutique hospitality industry highlights the importance of design, local partnerships, and sustainable practices in creating unique and memorable experiences for guests. Her dedication to preserving the cultural essence of New Orleans while facing various challenges is a testament to her passion and commitment to the industry.

Season 2 is sponsored by Solonis, the property management system designed for hotels. Solonis is also a premier partner member of BLLA. 

Episode Summary:

In this engaging episode of The Unfamiliar Shift, Ariela Kiradjian dives deep into the world of boutique hospitality with the illustrious Arnaud Zannier, the founder of Zannier Hotels. Known for their unique luxury hotel experiences worldwide, from Cambodia to Namibia, Zannier Hotels stand out with their emphasis on simplicity, authenticity, and respect for local heritage. Arnaud shares his journey from humble beginnings to creating some of the most serene hotel experiences globally, his unique sustainability approach, and future plans for Zannier Hotels.

Episode Timestamps:

[1:55] Ariela Kiradjian's introduction to Arnaud Zannier and initial conversation about Zannier Hotels.

[2:23] Arnaud Zannier discusses the origin and concept of his boutique hotel collection.

[3:38] Discussion on the growth of Zannier Hotels and the influence of celebrity guests.

[7:04] Arnaud explains the uniqueness of Zannier Hotels and their approach to the hospitality industry.

[13:37] Insights into the management of hotels and private estates by Zannier.

[16:58]Arnaud Zannier shares lessons learned from opening his first property and the importance of unique experiences in hospitality.

[21:11] Insights on boutique hotel operations, guest interaction, and the significance of local community engagement.

[27:40]Arnaud Zannier talks about his transition from the fashion industry to hospitality and the lessons learned.

Key Discussion Points:

Background and Vision of Zannier Hotels:

• Arnaud Zannier's philosophy and the creation of a distinctive luxury brand.
• The importance of providing immersive experiences with a humble and honest luxury approach.
• The growth and success of Zannier Hotels in the international market.

Expansion and Sustainability:

• Discussion on property expansion, including private estates (Zannier Private Estate).
• The role of sustainability and community engagement in hotel operations.
• Future projects and management contracts for expanding the brand reach.

Operational Insights and Challenges:

• The importance of a people-first approach in hospitality.
• Lessons learned from transitioning from fashion to hospitality.
• The challenges of managing hotels across different continents and cultures.

Guest Interaction and Experiences:

• Arnaud's perspective on guest services and creating memorable experiences.
• Incorporating local cultures and communities into the hospitality experience.
• The significance of regeneration in travel and hospitality.

Looking Ahead:

• Future endeavors and growth plans for Zannier Hotels.
• The long-term vision and commitment to maintaining the brand's integrity and uniqueness.

Season 2 is sponsored by Solonis, the property management system designed for hotels. Solonis is also a premier partner member of BLLA. 

Closing Thoughts:

Arnaud's journey with Zannier Hotels highlights the importance of innovation, authenticity, and a deep respect for local cultures in creating successful boutique hospitality experiences. His insights provide valuable lessons for aspiring hoteliers and travel enthusiasts alike.

About BLLA:

The official organization for the world's boutique lifestyle hospitality leaders promoting connection, education, and advocacy. As a pioneer in forecasting the boutique movement, BLLA's boutique community extends to more than 10,000 verified boutique and lifestyle hotels. The BLLA Corporate Manifesto video. BLLA is a catalyst for trends and the future of the boutique lifestyle, exactly what today's traveler is embracing. BLLA.org / Stay-Boutique.com

In this enlightening first episode of season two, Charlotte Gomez de Orozco, the visionary founder of HOY Hotel Paris, delves into the intricate blend of sustainable luxury and wellness that defines her hotel's ethos. She also unpacks the unique yoga-centric hotel concept thriving in the heart of Paris. With a special focus on holistic wellness and self-care, this episode explores the transformative journey of buying and renovating a Parisian hotel, the challenges of opening a wellness-oriented establishment, and the incorporation of Mexican cultural elements into the boutique hotel experience.

Episode Timestamps:

[0:00] Introduction to Sustainable Luxury Hotel Design and Wellness

[2:44] The Unique Yoga Hotel Concept in Paris

[7:01] Holistic Wellness and Self-Care Features at Oil Hotel

[12:14] The Journey of Acquiring and Revamping a Paris Hotel

[17:15] Overcoming Obstacles in Establishing a Unique Yoga Hotel

[21:56] Navigating the Difficulties of a Parisian Wellness Hotel Launch

[26:48] Infusing Mexican Culture into a Boutique Hotel Brand

[31:08] Gentrification and the Independent Hotel Scene in Paris

[36:05] Sustainable Tourism, Feminine Leadership, and Mental Health in Hospitality

[43:25] Gender Equality and Women's Empowerment in the Hospitality Industry

Key Discussion Points:

Sustainable Design: Charlotte Gomez de Orozco's innovative approach that marries Fung Shui, eco-consciousness, and her Franco-Mexican heritage.

Yoga Focus: The pivotal role of yoga practices in the hotel's daily routine, featuring extensive yoga sessions and spaces dedicated to meditation and Reiki classes.

Holistic Approach: The commitment to wellness with on-site holistic therapies, a unique plant-based menu, and the integration of flowers into the guest experience.

Entrepreneurial Spirit: Ariela Kiradjian's hotel business journey, emphasizing teamwork and the personal touch in the hotel acquisition process.

Renovation Challenges: The trials and tribulations faced during the renovation, including delays, communication issues with architects, and staffing hurdles.

Cultural Identity: Strategies for maintaining the authenticity of the boutique hotel brand while embracing Mexican culture and design.

Neighborhood Transformation: The evolution of Paris' 18th arrondissement from its historical roots to a hub for new hospitality ventures.

Future of Travel: Insights into the shift toward more authentic travel experiences and the role of independent businesses in shaping tourism.

Leadership and Inclusivity: The importance of feminine leadership and creating a culture of inclusivity in the hospitality industry.

Empowerment: A conversation on the need for gender equality in the workplace and the empowerment of women in leadership roles.

Closing Thoughts:

Ariela and Charlotte conclude the episode by emphasizing the importance of identity and authenticity for women in leadership. Their passionate dialogue invites listeners to consider how the hospitality industry can be a platform for positive change, advocating for a future where sustainable luxury, personal well-being, and cultural integrity are not just trends, but foundations of the travel experience.

About BLLA:

The official organization for the world's boutique lifestyle hospitality leaders promoting connection, education, and advocacy. As a pioneer in forecasting the boutique movement, BLLA's boutique community extends to more than 10,000 verified boutique and lifestyle hotels. The BLLA Corporate Manifesto video. BLLA is a catalyst for trends and the future of the boutique lifestyle, exactly what today's traveler is embracing. BLLA.org / Stay-Boutique.com

James Bermingham is responsible for delivering Virgin Hotel’s global growth, operational excellence, multi-award-winning customer experience, and unique culture. But where did he get his start? Well, James began his career in his hometown of Dublin, Ireland, followed by ten years in London, England, including executive roles with ITT Sheraton Corporation and the Luxury Collection. Through the course of time, James was drawn back to the United States, where he held prestigious General Manager roles at the St. Regis Hotel in Houston and the Montage Laguna Beach. Since 2008, James served as Executive Vice President of Operations for Montage International, overseeing all elements of operations for the well-renowned properties of the Montage and Pendry Hotel brands. Now, with over 35 incredible years of hospitality experience, James is the CEO of Virgin Hotels and is the true definition of an authentic leader.

What You Will Hear:

• How James entered and flourished in the hospitality industry
• The importance and benefits of apprenticeship 
• Importance of Branding
• Virgin Hotel’s Ethos
• Lucy Technology platform
• Virgin pillar of values and service
• Advice for building loyalty with your team
• Environmental impact, awareness and action
• What boutique means to James

Quotes:

“I have huge respect and huge appreciation for our housekeeping teams in our business and in our company. They do a great job and it's every bit as important as any other role, and even arguably more so.”

“We go to great lengths to hire for personality and for character. We really want their individuality and personality to come through that service experience.”

“Design and being true to place is a big part of the brand experience at Virgin hotels.”

“If you're having fun and the teammates around you are having  fun, then you're guaranteeing that  your guests are going to have fun.”

“By 2030 at Virgin hotels, we want to be net carbon zero.”

Mentioned:

Virgin Group

Lucy App

Fairmont 

Trusthouse Forte

Sponsored by Solonis

BLLA

Kevin O’Shea is the Co-Founder and Chief Creative Officer of Salt Hotels. After graduating from the prestigious Rhode Island School of Design, Kevin pursued a career in the corporate hotel design world. From working with Starwood Hotels and Resorts to Morgans Hotel Group, he strengthened his passion for interior design with every project that came his way. In 2009, he founded a full-service interior design studio called Kevin O’Shea Designs. Specializing in hospitality and residential projects, his studio worked on a range of properties including an executive office at Sony World Headquarters in New York, The Martin House, which has been featured by This Old House and The New York Times, and even his own home.  In 2011, Kevin turned Salt House Inn into Provincetown’s most stylish hostelry, leading the property to numerous design awards and serving as the launchpad for Salt Hotels. This spurred the launch of present day properties such as Eben House in Provincetown, Massachusetts, The Chequit in Shelter Island, New York, Hutton Brickyards in Kingston, New York, and Hotel Greystone in Miami Beach.

What You Will Hear:

• How Kevin built his career in the hospitality industry
• Working with partner David Bowd and opening their first hotel
• Salt Hotel Ethos
• Funding process.  Self funding and lenders
• The importance of experience
• The entrepreneurial spirit
• Newest project in Hollywood
• Rules and breaking rules
• The essence of hospitality and importance of attention to detail
• How do you stay uniquely boutique even through scaling
• What boutique means to Kevin

Quotes:

“We are super passionate about service and we are super passionate about getting rid of a lot of the silly rules of the hotel world.”

“We’re building an inclusive club.”

“It's about just being hospitable and coming from a place of empathy and understanding that

travel is stressful, it's long, it's arduous. We gotta get you unplugged as soon as you get here.”

“For us the common thread is our service standards and that's how we built from.”

“Our employees are as important as the people coming through the door.”

Mentioned:

Salt Hotels

Le Meridien 

Starwood

The Aster

Salt School

Sponsored by Solonis

BLLA

Carolyn grew up in sunny Los Angeles and graduated from New York University. After working in New York City nightlife and restaurants, it was not long before she fell in love with hotels and started managing Events at Ace Hotel New York.

 From there, she joined the team at Vikram Chatwal Collection in New York, bringing her sales and marketing skills to the forefront. 

When Ace Hotel Group decided to open in Downtown LA, Carolyn was recruited to head on back to the West Coast to build accounts from the ground up in a culturally emerging landscape. 

 Her experience did not stop there. From her work with Proper Hospitality to Sydell Group to even co-founding a consulting company for emerging hospitality companies, Carolyn was a champion of the boutique lifestyle.     

 Fast forward to the present day, Carolyn is with Casetta Group and is furthering her passion for hospitality, management, and revitalizing small boutique properties.

What You Will Hear:

• How Carolyn established her career in hospitality
• Building Casetta Group
• Casetta Group’s mission statement
• Working in a partnership with Montecito Venture Partners
• New project in Silverlake
• What is Los Angeles culture to Carolyn?
• Being an artisan. Curating art for properties.  
• Being a woman owner in the hospitality industry
• Advice for up-and-coming hotel owners
• The importance of understanding all of the aspects of how a hotel runs
• What boutique means to Carolyn

Quotes:

“LA is very iconic visually, and it's all just little postcards everywhere. The scenery is just so beautiful. You really remember how incredible just nature even in this city is, that you can go to Griffith Park or go to Malibu and have such a totally different visual.”

“I'm not the one painting the portrait, but I definitely have a lot of excitement around bringing artists together and making that experience for people and setting the scene.”

“I think it's all about relationships, honestly. It's not just making friends, but making a good first impression, keeping in touch, and always looking for what else is out there.”

“Hospitality is about human connection. Technology enhances it.”

“Boutique is definitely about personalization.”

Mentioned:

Casetta Group

Casa Cody

Sponsored by Solonis

BLLA