Hotels Go Local Trend Paper

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Hotels Go Local Trend Paper

  1. 1. Katelynn Selig Hotels Go-Local Trends SummaryTrends AnalysisHotels Go-LocalBy: Katelynn SeligApril 29th, 2013
  2. 2. Katelynn Selig Hotels Go-Local Trends SummaryHotels Go-LocalIn the past years, hotels have gone with the trend of buying local and providing localand healthier food options. As that has been a popular trend with both hotels andrestaurants, some hotels are beginning to take this trend to a new level. This trend hasgone from the “farm-to-table” trend to that idea on a whole new level. This trend is gettinghotels to use local foods in not only their restaurants, but their mini bars as well. It is alsogetting hotels to use local artists work, local musicians playing on the speakers and localproducts used in their spas. It can even go to the extreme of using local building supplies toconstruct the hotel. The trend is catching on and many customers enjoy the experience ofall the local products while traveling.This trend not only is becoming popular in hotels, but it is also becoming popular inother industries as well. Some industries this trend is hitting aregrocery stores, and manyother retail stores as well as construction or architecture. The Local Food Movement hascaught on quick and all over the world and is expanding to items other than food too. Waleshas been encouraging people to buy food directly from the producers while Nambia’scelebrities are pushing local clothing designers. Even Jamaica is pushing its hospitality andtourism industry to buy local produce instead of importing it according to the globalization101 article. This trend has caught on and is moving to the next level in many industries.The simplicity of purchasing from a local company to provide those products in yourbusiness can be a huge decision factor to some guests. Many people are looking for thosecompanies that use other local companies and going further with this trend will catch moreinterest by certain guests. People enjoy getting a cultural experience when they travel andthey can do this easily when hotels offer local products such as items in a boutique, localfood options, music by local musicians and even locally made mattresses to sleep on. Oneguest named James Reberry mentioned to USA Today that he likes to find the local faremixed with the standards so he can get, “a good taste of the area I’m in if I’m too busy to goexplore”. This trend not only enhances the customers stay, but it also strengthens thecommunity businesses and keeps the money going to the area you are purchasing it in.Case Study #1: Hospitality ExampleHotels that have begun this trend are using some unique ways to offer the localexperience. The first example is the transition from your regular pringles and m&m’s tolocal and even organic options in the hotel mini-bars. Hotels such as the Omni Berkshire ofManhattan and the Fifteen Beacon in Boston offer local snacks like Boston baked beans andNorth Fork organic chips produced in Long Island. This example of a go-local trend createsa local experience for the guest without them even having to leave the hotel room. Although
  3. 3. Katelynn Selig Hotels Go-Local Trends Summarythe USA today article states that this doesn’t bring in a large amount of profit for the hotel,it can be a decision maker for those guests who want a specific experience or support thosewho support their local communities. It’s a small extra but can make a big difference andopen up the guest’s eyes to the environment they are in with a little taste of somethingdifferent.Case Study #2: Hospitality ExampleThe Hermitage Hotel in Nashville, Tennessee has been around for over 100 yearsand is now trying to do what they can in order to stay local and provide that southernhospitality for its guests. This hotel is another case example for the hotels going local trend.It started with the hotels restaurant using local food options and has expanded to otherlocal items since. The Capitol Grille of the hotel uses all local products for its guests. Thishotel went as far as purchasing a local farm for all its own beef and corn. This 245 acre farmis just 5 miles away from the hotel keeping it very close which creates a very sustainablebrand for the Hermitage. The food isn’t all the hotel offers that is local, the boutique insideholds items made by local artists and crafters. The hotel also is switching all of themattresses out for locally made beds for guests to sleep on. They strive to keep thesouthern experience within the hotel from every aspect which gives tourists a completeNashville feel.Direct applications with another industryWhen looking for other industries that have begun this trend, I didn’t have to go farto look.I did some research around campus and found the trend right here in Menomonie.The first place that has used local opportunities within their business is the renovation ofthe Memorial Student Center. Throughout the renovation, the management includedsustainable and local materials as an effort to better the community and support localbusiness. The University Centers director, Darrin Witucki provided us with a list of all thelocal additions the building utilized during the renovation.The list that we received was pretty extensive but following is a list of a fewexamples and the impact the director said it has had on the buildings business andrecognition. One of the local products that the building had used was Sandstone from asmall town down the street about 10 miles from the building called Dunnville. Thissandstone was used in many parts of construction in the building including theamphitheater columns, the front entrance accents and the front stair tower. Witucki saidthat the benefits of using this material were it being locally sourced and it was moresustainable. It saved money because there was less travel and shipping and the projectdollars were staying within the community. Another benefit Witucki mentioned was that ithelped the building to fit into its surroundings and make connections to the localenvironment.
  4. 4. Katelynn Selig Hotels Go-Local Trends SummaryTo name some other examples that the Memorial Student Center used would be theTerrazzo flooring which was installed by a local company and the stones were sourced inWisconsin. Much of the furniture is also from local companies in Wisconsin. And finally,about 85% of the contractors were Wisconsin owned businesses. The Memorial StudentCenter did a great job of keeping money within the state for the multimillion dollarrenovation process. See “MSC Sustainability List” in the appendix to read more about thelocal products in the MSC.Direct applications with another industryAnother industry that is catching on to this trend is the grocery industry.Transitioning to the local food movement has been popular for many restaurants and justlately is catching on to grocery stores and even Wal Mart. According to the “Buying into theLocal Food Market” article, more shoppers are willing to pay more for local food. Goingalong with that, consumers reasoning’s are the food tastes better, is more sustainable andmore trustworthy being they know where it is coming from.When surveys were taken about this trend and whether local options wereimportant to grocery shoppers, it was clear that having local options is important to themand they will spend more on local options. This topic is interesting because wealthyconsumers from urban areas are willing to pay up to 10% more for local options and 63%of lower-income shoppers also agreed that they would pay more for local food options.Although this trend is tough for large supermarkets and grocery stores to stay on top ofbecause of the freshness factor, there are ways and potential to be successful sinceconsumers are hopping on the local bandwagon. There are ways in marketing to besuccessful with this trend for all scales of grocery stores, it just has to be done the correctway.InterviewIwas able to interview the Director of the University of Wisconsin-Stout’s MemorialStudent Center to ask some questions about the renovation of the building and the impactof the local products used. The director’s name is Darrin Witucki. Darrin was able to sendme a list of all of the sustainable and local material and products that were used since hewas first hand with the renovation of the building. I asked him about what specificmaterials were used in the building and what benefits it brings as well. He mentioned thatthe reasoning for using the local material and products is because they were moresustainable. The buildings goal during the renovation was to create a space for students togather as well as made it eco-friendly and sustainable so the local choices played a largerole with that.
  5. 5. Katelynn Selig Hotels Go-Local Trends SummaryAs far as the sandstone goes, Darrin mentioned that it helps the building to “fit thesurroundings”. This comment also goes for the Terrazzo flooring. Overall, the benefits thatcome from using the local materials and local products (furniture) is not seen or known bystudents, but for him and some of the other employees that know these details, it makes it agreat thing to be aware of when you know the building has a lot to do with Wisconsin.Business Landscape ImpactsThe local trend expanding to the hospitality industry can definitely create improvedbusiness for some hotels. However, it definitely has to be the right type of hotel thatattracts tourists and those who would show interest in the surrounding area. Hotels wouldneed to look into this trend before going with it and really seek to find if the benefits willindeed impact the business for the hotel. This trend goes along with the local foodmovement trend and can definitely catch on since there is such a rise in interest of peoplewho enjoy the locality of certain things. “The success of the go-local trend will depend onhow hotels handle what travelers want most” said Snyder in the article; “Even mini barsgoing local”.Five Points Relating to Course ContentOne of the topics that was discussed in class is Diversification Growth. This topicrelates to hotels that are moving to local products because it explains that the hotels arefinding new opportunities to excite guests by providing a local touch to them whether it betheir food, beds, or artwork. The way the hotel does this is up to them but they can do it byseeking new products for current or new guests. Suppliers is also a topic that was coveredin class and that relates to this trend. The supplier is one of the biggest decisions in thistrend because it is important that it is a local supplier and that it is trustworthy and wellknown. The supplier can seriously affect a trends marketing plan so the right decision isimportant; especially when your focus is it being local.Natural environment is a topic that is stressed in chapter four of the text. The textstates that “preserving the natural environment can be good for tourism” so why not bringthat environment into the hotel lobby for the guests to be surrounded by. This can createinterest and an experience for the tourist guests. The increased emphasis on sociallyresponsible actions and ethics is also a topic discussed in the text. This can relate to thelocal trend because it makes the hotel or other industry in a sense, more ethical to its owncommunity. It can also make it more sustainable depending on the product. Many peoplethese days are huge supporters of buying from local businesses rather than large nationalor international companies so this can play a huge role toward certain markets as well.Culture is the last topic that relates to this trend. It is also a huge part of this trend.The hotel can create a culture by using local products and items from the community or
  6. 6. Katelynn Selig Hotels Go-Local Trends Summaryenvironment. Since culture is expressed through food, architecture, art, and clothing, and isthe most determinant behavior of a person’s wants and behavior (according to the text) aperson is likely to spend more in order to experience this in a different way. The hotel isgiving off a culture to the guests by providing these local items.
  7. 7. Katelynn Selig Hotels Go-Local Trends SummaryReferences“Buy Local Movement: Regional Pride or Protectionism?” Globalization 101.N.d. Web. 15April, 2013.http://www.globalization101.org/buy-local-movement-regional-pride-or-protectionism/“Buying into the Local Food Market.”ATKearyney.Consumer Product & Retail. January2013. Web. 15 April, 2013.http://www.middle-east.atkearney.com/consumer-products-retail/featured-article/-/asset_publisher/S5UkO0zy0vnu/content/buying-into-the-local-food-movement/10192“Even mini-bars going local” USA Today. 16 May, 2011. Web. 15 April, 2013. Web.http://usatoday30.usatoday.com/MONEY/usaedition/2011-05-17-business-travel-textART_ST_U.htmHermitage Hotel Buys Local Farm. Nashville on the Move. 20 April, 2013. Web.http://www.nashvilleonthemove.com/2013/01/hermitage-hotel-buys-local-farm-nashville-news/Kotler, Bowen, Makens. Marketing for Hospitality and Tourism. Upper Saddle River, NJ:Pearson, 2006. Print.Witucki, Darrin. Director of UW-Stout Memorial Student Center.Personal Interview. April 9th,2013.
  8. 8. Katelynn Selig Hotels Go-Local Trends SummaryAppendixMemorial Student Center - Renovation ProjectSustainable Design Features & Efforts1) Renovation of an existing building. It is the most sustainable building practice.2) HVAC System Replacement & Upgrade: Replaced 10 old units with 5 new units with a 50%increase in fresh air intake. New units are digitally controlled and programmable.3) All windows were replaced with Low-E windows minimizing heat gain and loss.4) New on demand hot water heaters. Replaces the old and inefficient storage tank system.5) Lighting Features:a. Tremendous increase in natural light on the upper and lower levels.b. 11 solar tubes in the Terrace.c. 5 solar tubes in the Overlook Lounge.d. 48% of building light fixtures are LED.e. 48% of building light fixtures are fluorescent or compact fluorescent.f. Occupancy sensors are used throughout the building.g. Daylight Sensors turn lights on and off accordingly in public spaces.6) Large window walls equipped with roller shades to manage summertime glare and heat gain.7) Carpets are all 44.5% recycled content by weight. 30.7% pre-consumer & 13.8% post-consumer.8) Terrazzo flooring has locally sourced aggregate and is a monumental product, meaning it willlast for 25+ years and requires little maintenance.9) Ceramic tiles used in the new restroom floors and walls is 99% recycled content.10) Paints and adhesives used throughout the building are all low or no VOC’s11) Wall tiles used in the Skylight Market & Fireside Café all have recycled content.12) The “blue swiss cheese” screens used in the Heritage Lounge booths are made with 100%recycled wood fiber and are FSC certified and are low emitting.13) Heritage lounge booths are made with reused bowling wood (table, walls, and ceiling).14) Bowling lane wood was reclaimed and used as seat benches throughout the building15) Decorative wood wall treatment at the lower level lounge is reclaimed wood paneling from theHeritage Café.16) Heritage Café fireplace was repurposed in the billiard lounge.17) Heritage Café stained glass windows were repurposed in the Dining Offices.18) The substrate at all casework is formaldehyde free and has recycled content as well as low VOCadhesives.19) The “crushed glass” shutter panels used in the Heritage Lounge has 40% pre-consumer recycledcontent.20) The blue bar-height countertops used and at the light strip at the booth banquette in theTerrace have 40% pre-consumer recycled content (milk jugs).21) The toilet partitions are 100% post-consumer recycled content (milk jugs).22) The bathroom countertops is 100% post-consumer recycled content (milk jugs).23) The table surface in the Creation Station is 100% post-consumer recycled content (milk jugs).24) All restrooms are equipped with touchless faucets which minimize water usage.25) All restrooms are equipped with touchless foam soap dispensers. Foam soap is more hygienicand cost effective.
  9. 9. Katelynn Selig Hotels Go-Local Trends Summary26) All restrooms are equipped with touchless hand dryers that energy efficient, more hygienic, andhave 12 or less second dry times.27) The MSC has 7 hydration station water fountains (32,000 bottles in 1styear).28) The MSC has 30 waste/recycling receptacles that are made of 100% post-consumer recycledcontent (milk-jugs).29) The MSC has one electronic recycling receptacle for ink jet cartridges, electronics, and batteries.It is made of 100% post-consumer recycled content (milk-jugs).30) Dance floor and stage in the Terrace is 100% reclaimed lumber (200 year old 4x4 oak end cuts).31) New floor scrubber purchased to clean the terrazzo floors only uses water for cleaning. Nochemicals are needed; it uses 70% less water than traditional scrubbers. Cleaning time has beencut 75%.32) New carpet cleaner only uses water for cleaning. No chemicals are needed, it uses 80% lesswater than traditional carpet cleaners. Carpet cleaning and dry time has been cut by 90%.33) All lounge furniture is GreenGuard or SCS certified for low VOC’s, meeting strict indoor airquality standards.34) Stacking chairs for Great Hall and Ballrooms are 20% recycled content and GreenGuard certified.35) Banquet and Round tables for Great Hall and Ballrooms are GreenGuard certified.36) Eight new bike racks and 2 bike pumps were installed around the MSC to encourage bicycle use.37) 81% of the demolition materials and construction waste from the renovation project wasrecycled. This total is 1731 tons of recycled concrete, wood, metal, drywall, acousticalmaterials, and cardboard.38) The east addition (MSC amphitheater) includes two rain gardens to pre-treat rain run-off39) The Dunnville sandstone used in east addition columns and the west stair tower is a locallysourced material.40) Building traffic is up 30%, correcting a 20 year trend that was not sustainable.

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