Every time we say or write something about our “brand” to the public, we are making a deposit in our image bank. Over time, if what we say or write is consistent and positive, these deposits create an asset every bit as valuable to us as the building and the furniture.
If we aren’t consistent in what we say and write, we not only lose an opportunity to build up our image account, we actually lower its value by confusing people. That’s why we ask you to adhere to the following guidelines when communicating to the public about the Pacific Palisades Hotel.
StrategyFunky, fresh style in the hippest end of Canada - a stay at the Pacific Palisades Hotel is a fashion statement in itself.
The Story
Every hotel tells a story. Pacific Palisades Hotel tells the story of FUN, FRESH and INTHE NOW.
Pacific Palisades Hotel is located on Robson Street in downtown Vancouver.
It’s a street best known for its myriad of fashionable boutiques, diverse
restaurants and a host of coffee shops, ideally situated for people watching.
Locals strut their stuff and tourists shop and dine until they drop. It is
the perfect address for a fun and fashionable boutique property like Pacific
Palisades Hotel with the tagline “IN THE NOW.”
Upon walking into the lobby of Pacific Palisades Hotel for the first time,
eyes widen as the words “wow” and “cool” emanate
from open mouths. After the initial impact, brought on by the bright colours,
hip décor, and lively music, hotel guests find that they soon unwind
in the relaxing and friendly atmosphere. “Fun” is the most common
word that is uttered by guests trying to describe this unique hotel. “Friendly,
fresh, hip, trendy and home away from home” can also be heard many
times during their stay.
Story Elements
The following elements provide the foundation for the story of FUN, FRESH
and IN THE NOW:
FUN & FRESH DÉCOR
In 2000, designer Cheryl Rowley of Los Angeles transformed the interior of
the hotel using a stylized palette of bright yellow, apple green and persimmon.
The feeling is “contemporary and cool, reflective of the water and
natural elements surrounding Vancouver,” noted Rowley. “We wanted
to be playful with the colour and make the most of the space, so along with
the light palette, we incorporated a watery theme with elements such as frosted
glass, backlit and supported with brushed steel beams behind the registration
desk.” The hotel lobby displays many pieces of artwork created by bellman,
Ken Armich. Appropriately titled “Smashing Mirrors,” Ken’s
art includes jeweled house phones and mirror mosaic wall art.
FUN & “IN THE NOW” LOCATION
Ever-evolving Robson Street is the location of high fashion and good fun.
It’s a highly social street where people meet and dress to be seen.
Once known as Robsonstrasse for its German heritage, this three-block stretch
has gone from schnitzels and schnapps to crepes and cappuccinos. Chic boutiques
and stylish restaurants sit side-by-side on Vancouver's less pricey version
of Rodeo Drive.
THE BUZZ
A darling of the media, Pacific Palisades Hotel has garnered much attention
as the FUN, FRESH place to stay in Vancouver.
FLARE MAGAZINE – December 2001
“
For the stressed-out among us, checking into the Pacific Palisades Hotel,
Vancouver’s bright boutique hotel, might be just the ticket. Two things
that strike visitors immediately upon arrival: the highly stylized apple
green and persimmon palette and the friendly, youthful staff. The lobby is
a total hipster hangout with its glass mosaic registration desk and custom-designed,
ultra-groovy furnishings and fireplace. The guest rooms are equally hip to
the task of providing a happy face for visitors – sunny and cheerful,
with the right stylish touches to pamper guests.”
COASTAL LIVING - Volume 6, Issue 3 May-June 2002
"
FASHION STATEMENT: South Beach style comes alive in the cool climate of the
Northwest at the Pacific Palisades Hotel. On Vancouver's fashionable Robson
Street, the hotel has a first-rate handle on funk and fun. From the lobby's
floating fireplace and mosaic front desk to the lemon yellow and apple green
of the guest suites, the Pacific Palisades makes a colorful statement.
CONDE NAST TRAVELER – October 2003
“
The colors at the two-tower Pacific Palisades would be more fitting in South
Beach – orange and yellow pastel wallpaper, lime-green bedcovers – than
in West End Vancouver. It’s a fun place with a lap pool, a hot tub,
a small gym, and mini-bars with yo-yos and paddleballs in addition to nibbles.
WINE HOUR / ART + SOUL GALLERY
Monday through Saturday, between 5pm and 6pm, the hotel’s wine hour
is located in the Art + Soul Gallery. Every two months, the gallery features
a fresh new face from Vancouver’s art scene. From amusing sculptures
to original photography, guests at the Pacific Palisades Hotel can experience “IN THE NOW” artwork while enjoying a glass of BC wine.
PRODUCTION SUITES
Pacific Palisades Hotel is a film friendly hotel for productions large or
small. Each specially designed Production Suite is bright and spacious with
four phone lines, a fax line, high-speed internet access and on site technology
support. The suites also include office furniture, TV/VCRs and bulletin boards.
Each new production receives a “Taste of Canada” welcome basket
from the sales office filled with Ketchup Chips, Coffee Crisp, take-out menus
for pizza or Chinese food, information on services and stores near the hotel,
and discount coupons for shops on Robson Street. Production companies producing
many room nights will often get treats like cold beer on a Friday afternoon
or protein shakes from the Chef after working long hours.
ZIN RESTAURANT & LOUNGE
The Restaurant side has cozy booths with plush upholstery that are great
for intimate get-togethers. The room is enveloped with a whimsical wall mural
that gives a cartoonist’s impression of pebbles being tossed into a
still pond. The Lounge side is designed like a fashion-forward friend’s
sitting room with oversized loveseats and textured coffee tables set around
a glowing fireplace. The focal point of the Lounge is the David Candy explosion-of-light
fixture. The cuisine is global as Chef Chris Whittaker combines recipes from
around the world with fresh ingredients from local producers.
Kimpton Brand Pillars and the Story
The Kimpton Brand Pillars are Care, Comfort, Style, Flavour, and Fun. Pacific
Palisades Hotel’s story of FUN, FRESH and IN THE NOW is expressed through
these pillars in the following ways:
CARE
From picking up a guest’s medicine to having dog biscuits handy for
furry guests, the staff is empowered to show the guest an inordinate amount
of care.
COMFORT
Amenities such as overstuffed pillows, fluffy goose down duvets and spa services
to be enjoyed in the privacy the guest’s room/suite all add to the
ease and comfort of the guest.
STYLE
From the Murano glass chandelier and suspended fireplace in the lobby to
the original artwork and smart uniforms, the forever evolving Pacific Palisades
Hotel is on the cutting edge of style.
FLAVOUR
At Zin, a global/coastal fusion of flavor is achieved by mixing diverse spices
with simple, local ingredients then playfully presented alongside whimsical
cocktails.
FUN
Amenities such as yo-yos and the “What’s Under Your Skirt” package
are even “fun-upped” by the fun and down-to-earth staff.
Pacific Palisades Hotel Touchpoints
The many ways by which Pacific Palisades Hotel tells the story of FUN, FRESH
and IN THE NOW to the guest:
OPERATIONAL TOUCH POINTS TO TELL THE STORY
TELEPHONE ON-HOLD MESSAGE
The mood of the telephone on-hold message is friendly, casual and upbeat.
The background music is high energy and there are four rotated messages:
one promoting Pacific Palisades Hotel, one promoting Zin Restaurant & Lounge,
one promoting Summit Lodge & Spa, and one promoting our hip hotels.
TV
Tourist Information Network created a lifestyle channel shown on the television
including a short video on Pacific Palisades Hotel and Zin Restaurant & Lounge.
Fittingly, this professionally produced piece looks more like a music video
than a commercial.
OUTSIDE
Exterior signage at Pacific Palisades Hotel is bright and welcoming. Guests
are greeted in the porte cochere by orange, green and purple banners that
fly high above the driveway and extend around the front of the hotel. Flowers
around the property are bright and colourful reflecting the hotel’s
décor.
LOBBY
Custom glass artwork, multi-coloured hand-blown glass light fixtures, suspended
fireplace and honey-coloured wood comprise the lobby. Showcase items include
the Murano glass chandelier, the handmade glass mosaic registration desk,
and the custom-designed 20th century furnishings that pay homage to Noguchi
and Eames. The handmade glass mosaic registration desk holds large bowls
of oranges and apples, a variety of newspapers from around the world and
Kimpton In Touch information.
ROOMS
The spacious rooms and suites possess an open, airy feeling with sun-soaked
colours and honey blonde wood furniture, some accented with chrome accessories.
Throughout the room is an apple green, soft yellow and persimmon palette.
Whimsical patterns and wide stripes are reflected on upholstered headboards,
bed dusters and accent pillows. Slated honey-blonde wooden blinds on the
windows let in plenty of light, but only when it’s wanted.
“
IN THE NOW” MUSIC
It’s unlikely one will ever hear chamber music at Pacific Palisades
Hotel. Not that there’s anything wrong with chamber music - it’s
just not “IN THE NOW.” Current and hip tunes are piped into the
lobby and common areas of the hotel, livening the atmosphere. In 2003, as
the popular band Matchbox 20 checked in, one of their songs was playing in
the lobby.
FRESH HEALTH CLUB
The spacious health club boasts a 55-foot indoor swimming pool, whirlpool,
sauna, two gyms, yoga program, personalized fitness programs and spa treatments.
HIRING & STAFFING
To hire people with out-going personalities and the ability to have fun,
the interview process includes questions about how they stay "IN THE NOW" and the application form reflects fun. Orientation reflects the
story with exercises such as a scavenger hunt. The pillars are also incorporated
into the training process.
FUN & FRESH UNIFORMS
Front office employees wear stylish black uniforms resembling casual business
attire rather than traditional hotel uniforms. The black offers a nice contrast
to the colourful lobby. In the winter, the Bellmen wear orange/gray snowboarding
style pullovers. Housekeepers’ uniforms are black, A-line dresses.
Nametags are bright orange and emulate the hotel’s logo.
FRONT DESK / CHECK-IN AND CHECK-OUT PROCESS
The hotel’s front office staff are encouraged to have fun with the
guests. They may let their own style or pizzazz shine through by adding fun
and fashionable accessories to their uniforms with guidance from the Front
Office Manager. In addition, although there are specific guidelines for check-in
and check-out, the team is empowered to service the guest with their own
style and personality.
SERVICE TOUCH POINTS TO TELL THE STORY
WINE HOUR TRIVIA
Each day a trivia question is posted on the reader board. At wine hour, guests
submit their answer to the question and winners receive a prize such as Starbucks
Coffee or Haagen Dazs ice-cream.
YOGA AND PILATES
Both yoga and Pilates are popular “IN THE NOW” forms of exercise,
not to mention ways of life. Pacific Palisades Hotel offers a complimentary
Yoga Program for all guests in the hotel in addition to private yoga and
Pilates sessions with a personal trainer. For meetings, yoga breaks are offered
as a fun & healthy alternative to coffee breaks and an Om package is
available for yoga enthusiasts.
CONCIERGE CORNER
In addition to typical brochures on Vancouver’s attractions, the concierge
creates their own monthly newsletter called “Concierge Corner” that
they give out to guests. This fun guide includes information on “IN THE NOW” events, hot spots, new openings and their own personal recommendations.
ROOM SERVICE
The fun and innovative room service menu is available 24 hours a day. Beyond
the usual breakfast, lunch, dinner and late-night service, Snack Packs are
a hit on the menu. Snack Packs include the Movie Night (Pitcher of Pop, Red
Licorice, and Freshly Popped Popcorn) and Game Day (Pitcher of Domestic Beer,
Pretzels, and Roasted Peanuts).
CATERING
The catering department loves working with clients to ensure that their meeting,
conference, or banquet is not only seamless, but fun. Some of the more unusual
catering menu items include globally inspired lunch and dinner buffets, fun
finger foods for receptions, ice cream breaks between sessions and a Yoga
Fix bringing in a qualified yoga instructor to lead stretches during coffee
breaks.
SPA TREATMENTS
Spa treatments can be enjoyed in one of two relaxing spa rooms or in the
privacy of a guest suite. Spa treatments include five different types of
massage, reflexology, body exfoliations, body wraps, and fresh fruit facial
masques. Some of the more “IN THE NOW” treatments are Thai Massage,
the Chocolate Fondue Contour Wrap and Cognac Sugar Scrub for men.
IN THE NOW PETS
Pets stay free at Pacific Palisades Hotel. Dogs receive homemade doggy treats
(with the recipe) delivered in Frisbees. Not to discriminate, all pets are
accepted and the hotel has welcomed Bella the chimpanzee from Hollywood and
the crows from the Windex commercial. In December, the hotel hosts a “Pet
Picture with Santa” day. Clients are invited to bring their pets down
to the hotel and have their picture taken with Santa for a donation to the
local Animal Shelter. Pictures are converted into Christmas cards for the
client to take home with them and share with family and friends.
AMENITY TOUCH POINTS TO TELL THE STORY
WELCOME BACK – GUEST FAVOURS AND NOTES FROM MANAGER
In addition to a fruit plate and fresh baked cookies, return guests receive
a welcome note on a colourful postcard from the General Manager.
AROMATHERAPY
Aromatherapy has been designed specifically for the fun and fresh feel of
the hotel by Bloom Essentials, a local aromatherapy store and spa. A combination
of aloe, sandalwood and grapefruit, is used in the lobby diffuser as well
as our guestroom soap and body lotion. A balancing combo of lemon and geranium
is used in the shampoo. For those in need of a little “pick me up,” a
high-octane conditioner made of spearmint, rosemary and bergamot does the
job.
GUEST ROOM DIRECTORIES
The directories were designed specifically to match the hotel’s fresh
look. Binders with frosted vellum covers veil splashes of orange on the pages
within.
POSTCARDS
Instead of traditional stationary, postcards of John Sherlock’s artistic
images express the fun and whimsical outlook that the hotel embodies. One
postcard depicts a woman practicing yoga in the lotus position while floating
over a king size bed. Another is a dreamy underwater shot of a couple swimming
towards each other.
IN-ROOM COLLATERAL
Pacific Palisades Hotel takes a “tongue-in-cheek” approach to
the in room collateral. For example, the Do Not Disturb signs say “NOW” and “LATER” and
the housekeeping signs say “DOING IT NOW.”
FUN HONOUR BAR
The hotel’s honour bars are “street priced” and feature
fun items in addition to the standard offerings of sweet treats, savoury
snacks, and booze. Playful items include foot-long Tootsie Rolls, Mr. Noodles,
colourful paddleballs and glow-in-the-dark yo-yos. Voss Bottled Water from
Norway (Madonna’s favorite) is packaged in custom-designed sleek, cylindrical
decanters.
OTHER TOUCH POINTS TO TELL THE STORY
BROCHURES AND COLLATERAL
Sales collateral is fresh and fun and the color orange leads the way. The
primary brochure mimics a mini-magazine or “zine” that is cutting
edge and photo intensive. The hotel images were taken by Vancouver artist
John Sherlock and they are intermingled with Sherlock’s own photographs
that reflect his impressions of the hotel.
Sales and Marketing Opportunities
POSSIBLE ALLIANCES & PARTNERSHIPS
•
BC Film Commission
•
Vancouver Alliance for Arts & Culture
•
Science World BC
•
Access Artist Run Centre
•
grunt gallery
•
Gallery Gachet
•
Video In
•
Contemporary Art Gallery
•
Straight Magazine
•
Vancouver Magazine
•
Robson Street Business Association
•
Soul Daisy
•
Stanley Park Ecology Society
EVENTS
Starting with the jaw-dropping opening party, Pacific Palisades Hotel, gained
an instant reputation as the place to throw a shin-dig. Beyond the usual
food & drink, events have included elements such as live-musicians, DJs,
and go-go dancers. In addition, the hotel may associate itself with large
local events such as the Vancouver International Jazz Festival, Vancouver
International Comedy Festival, Vancouver Pride Festival, Celebration of Light,
and Festival Vancouver.
TRADE SHOWS
For trade shows, the hotel creates unique and eye-catching booth displays
using orange as the predominant colour. Fun giveaways like orange yo-yos
with the word “play” on them and orange Frisbees attract potential
clients. Sometimes the Sales Manager will wear orange feather boas and outrageous
hats to attract attention depending on the guidelines and spirit of the show.
SALES CALLS & PRESENTATIONS
It is not uncommon for a Sales Manager to deliver ice cream sandwiches and
orange creamcicles to clients on a hot summer afternoon while doing sales
calls. For those clients that allow it, we have also done TGIF calls with
cold beer in coolers. When visiting American Clients, Pacific Palisades Hotel
celebrates their homeland by giving away Canadian junk food like Coffee Crisps,
Hawkins Cheesies and Ketchup flavoured chips. After a sales visit, follow
up letters come in the form of fun poems or limericks rather than a typical
thank you letter. Sales Managers have been known to dress up in costume for
the holidays, take photos and send them as e-cards to their clients. When
clients are too busy for an onsite visit, sales managers will pack a picnic
lunch from Zin & take it to their office. If a client is too busy to
meet for a sales call, our sales managers will mail them a $5 Starbucks card
to treat them to a much needed coffee break.
FUN RESERVATIONS
Each reservation agent makes an extra effort to know the guests. They are
empowered to send handwritten cards to the guests with a fun welcome gift.
They get into selling and fulfilling the hotel’s unique packages. For
example, the "Get a Room" package involves a visit to the local “Love
Shop” for glow-in-the-dark body paint and a black light bulb. When
the agents sell the Bloom packages, they love tailoring specific amenities
to the guest.
GIVEAWAYS & VIP AMENITIES
Forget boring golf shirts and commercial paperclip holders - the tchotches
at Pacific Palisades Hotel are bright and playful:
•
Frisbees
•
yo-yo’s
•
bright orange t-shirts with playful slogans
PACKAGES
There are no boring packages at Pacific Palisades Hotel. Fun, fancy-free
and sometimes outrageous, the packages attract guests from all demographics
and media from all genres.
Sample packages:
“ What’s Under Your Skirt?” Package – includes:
•
Two night stay in a spacious South Beach Suite
•
Three-hour kayaking tour of English Bay and Stanley Park and False Creek
•
Welcome basket filled with sun block, Chapstick, pocket guide to Stanley
Park & other goodies
“
Get a Room Package” Package – includes:
•
One night stay in a South Beach Suite (king bed and a romantic view from
the balcony)
•
Bottle of wine, fresh fruit plate, & luscious chocolates
•
In-room movie
•
Continental breakfast for two in bed
•
Glow-in-the-dark body paint & bedside black light bulb
“
Fly like an Eagle” Package – includes:
•
One night accommodations
•
Walking tour on a private 420 acre nature preserve featuring active spawning
channels full of Coho and Chum salmon, temperate rainforest, stunning mountain
views and some of the best eagle viewing and photographic opportunities in
the area
Other packages have included: “Naughty But Nice,” “Mellow & Chilled
Out,” “Revived & Refreshed,” “Have Family Will
Travel,” “Choco-lota” and “Polar Bear Plunge.”
KIMPTON CROSS PROMOTION BY STORY
•
Sky Hotel; Aspen, Colorado ~ Play & Action
•
Hotel Serrano; San Francisco, California ~ Fun & Games
•
Hotel Rouge; Washington DC ~ Playful Interaction
Idea Bank
An idea bank of many future ways by which Pacific Palisades Hotel can tell
the story of FUN, FRESH and IN THE NOW to the guest:
YO-YO DANCERS (BELLMAN)
Yo-yos are a regular give-away at Pacific Palisades Hotel. Have each bellman
carry a yo-yo with them while on shift. Encourage them to do tricks and give
logo yo-yos to the guests.
WAKE UP CALLS
To start the guest’s day off right, integrate fun messages, rhymes,
poems, trivial facts and cute jokes into the hotel’s wake up call and
change on a monthly basis.
WINE HOUR
In addition to showing off local talent in the Art + Soul Gallery, add a
few more art-oriented ideas to the support the fun story of the hotel. For
example, ask a caricaturist to doodle guests’ images on Fridays. Or
Tuesday – Thursday, hold a black jack competition for the guests. If
they beat the concierge, they win a $20 GC to Zin Restaurant & Lounge.
FASHION SHOWS
There’s nothing more “IN THE NOW” than fashion. Team up
with a local designer such as Soul Daisy to produce a fashion show. Ask them
to design a signature piece for the staff such as a hip scarf for the ladies
or belt for the men that may also be purchased from the mini-bar.
FILM WORKSHOPS
Team up with Video In, a local non-profit amateur and professional production
organization to offer film classes for the guests. They may also be a powerful
local resource for clients renting the production rooms for professional
purposes.
SUITES
Design and decorate suites to celebrate famous Canadian musicians such as
Alanis Morrisette, Shania Twain, Nelly Furtado, The Tragically Hip, Avril
Lavigne, and the Barenakedladies.
