MENG Northern California Meeting, January 29, 2009. Steve Pinetti, Vice President of Sales and Marketing for Kimpton Hotels and Restaurants presented on "Creating the Umbrella Brand" - how Kimpton moved frmo a collection of individual hotels and restaurants to a strong umbrella brand without losing their "every hotel tells a story" value in the market.

1. KIMPTON HOTELS &
RESTAURANTS

3. How it Started
• Unique Brands of One
• Every Hotel Tells a Story
• Every Restaurant has a Personality

4. Evolution of the Brand
• 1981 – 1985: No Identity
• 1985 – 1987: Kimco
• 1987 – 1989: Kimpton Group

5. • 1989 – 1991: Kimpton Hotel & Restaurant
Group, Inc.
• 1991 – 1993: Kimpton Boutique Hotels

6. • 1993 – 2005:
Kimpton – Every Hotel Tells a Story
• 2005 – Present:
Kimpton Hotels & Restaurants ®

7. The Future

8. 2005 - Brand Positioning: Signature Elements
CARE Kimpton CARES: We’ve always been committed to caring for our employees,
neighbors and community at large. Most of all, we care about building a lasting,
satisfying relationship with each guest, offering unsurpassed service and personal
attention.
COMFORT We like to envelop our guests in an oasis of comfort, remembering personal needs
and preferences. It’s these little details that make an experience memorable and
ultimately create the “emotional connection” with every guest.
STYLE Our rich architectural heritage, whimsical environments and chic designs set the
foundation for the guests’ Kimpton experience. Our informal elegance celebrates the
distinctive character of each hotel and also encourages each guest to embrace and
share their own style.
FLAVOR Our imaginative restaurants, lounges and high profile chefs create an epicurean realm
of drama and fun. Each of our unique dining locations beckons locals and travelers
alike, creating experiences that engages the senses and leave the spirit and body
nourished.
FUN A playful attitude and exciting atmospheres…elements of surprise can be found
around every corner. Friendly and welcoming, each hotel and restaurant is an
adventure to be shared and remembered.
• Signature elements represent the focus behind how we do what we do everyday

9. 2007

10. 2008: Secondary themes
Soul
People More than a job
Fun
Guests More than a To stay
‘place to stay’
Authentic Employees To work
(Home away
The
What you see is community from home)
who we are
Celebration
Who you are is
valued Milestones
Whimsy Special
moments
Delight Indulgence
Style
Legacy
Colors
Bill Kimpton
Architecture
Food
Diversity/ Socially
‘Fresh’
and Wine responsible
(Kimpton
individuality
Style) Nourishment for
Values
body and soul Everyone is
Commitment
welcome
Wine hour
Strength in
differences

11. Core themes
Soul
People
Fun
Haven
Authentic Celebration
Transformation
Save my day
Whimsy
Free to be me
Give to get Legacy
Enduring bonds
Style
Socially
Food responsible
Diversity/
and wine
individuality

12. Core themes
Soul
People
Fun
Haven
Authentic Celebration
Transformation
Save my day
Whimsy
Free to be me
Give to get Legacy
Enduring bonds
Style
Socially
Food
responsible
Diversity/
and wine
Individuality
I belong here…and
I’m better for it