Email Insider Summit, December 2019, Deer Valley, Utah - Erin Levzow - CMO, Marcus Hotels - Every Picture Tells a Personalization Strategy

1. SAINT KATE
Every Picture Tells a Personalization Story
Presented by Erin Levzow, VP of Marketing
at Marcus Hotels & Resorts
Email Insider Summit 2019

2. A FIRST-OF-ITS-KIND.
Saint Kate
The Arts Hotel

3. A FIRST-OF-ITS-KIND

4. 4 ART GALLERIES.
-MOWA DTN
-The Gallery
-The Space
-The Closet

5. BEGINNING STAGES.
-The idea stemmed from a conversation through our in-house creative design team and with
MAM
-Our systems were outdated
-Needed an easier way to learn about our art pieces
PFISTER APP.
-Stemmed from a previous hotel property app Marcus used for their Pfister property
-Augmented reality app that could explore the art that was being displayed within the hotel
PERFECT FOR KATE.
-An enhanced mobile app focusing on personalization
THE HISTORY BEHIND THE APP.

6. BACK-END DEVELOPMENT.
1. (App) Mobile app is very lightweight
2. (App) Content updates are able to be
made outside of the app stores
3. (App) Architected to be flexible
4. (CMS) is API-based
5. (CMS) Ability to control the branding of
the app
KEY APP & CMS HIGHLIGHTS.
● Built on .NET core
● CMS is built in Angular

7. THE ART TOUR APP
Through our strategic messaging and technology, users can easily
submerge themselves in the story of our art collections at the palm
of our hands
WHAT CAN I DO WITH THE APP?
With SK’s high-speed internet access on-property, users can:
-take a self-guided tour throughout the hotel
-view each piece which is grouped by collection
-read about the artist and their work
-listen to the story behind the artwork from the curator herself

8. Dark Mode

9. MARKETING THE APP
● Pre-arrival email
● Web/Digital Marketing
● Point of check-in
● In-house digital menu boards and multiple plaques
throughout the common floors of Saint Kate where art is
placed
● Via Social Media at @SaintKateArts

10. Art is subjective…and personal

11. Um….

12. The Power of Personalization
App is only six months old
What we have going on:
- Creating better search tools within the app
- AR technology
- “Lenses” (users can take a curated tour that is based on their
interests/lense they want to see the collections in)
- Beacon technology (beacons detect users and will make guided tour
suggestions based on their location)
- Personalize & cater to each user per their interest!

13. THANK YOU!
Follow Us @SaintKateArts and you can find me on twitter @Playnthestrs