2. #ART
Art is the vulnerable expression of one’s soul
– emotionally moving and inherently connective. For this
reason, we propose art as the center of our brand initia-
tive. Art is simply creating and can be embodied in music,
painting, building, making, doing, shaking, and moving.
Great art touches the soul, inspires the spirit, embodies
culture, and fosters community - this is hospitality.
A.I.R. Program: A program that takes care of
Artists In Residence for a given period of time al-
lowing them room to solely focus and create:
Resident artists provide depth of experience and a
soulful story for guests to experience, collaborate, and
co-author.
Artists will be carefully curated and then covered by
the hotel who as a partner takes care of their needs
(shelter, food/drink, belonging *Maslow) allowing them
to focus on their craft and realizing their full potential
Facilitating art in this manner will, establish our brand
as the hub of art, culture, and embody the empower-
ment of the greatness of the Maker / Craftsman Move-
ment.
CREATIVITY is
INTELLIGENCE
having FUN.
-Albert Einstein

3. #PEOPLE
People are everything. People are not only the face of
your brand, they are also the face of your customers, and
reputation. They are the foundation of our brand, that will
provide a creative oasis, while empowering talent to grow
and encouraging experimentation. They are the gravity
that attracts great community members, strategic part-
nerships, and breathes life into any environment.
Partner with the community. Engage the local artisans
that embody your locale and join them in developing
their neighborhood.
Empower employees with decision capacity to treat
humans like humans. Take care of your employees
first, and they will take care of your guests.
Engage strategic technology that facilitates the human
experience, empowering humanity rather than serving
technology.
Share the spoils. The resources at hand are merely a
way to share with the community and create a “giving
back” program.
I’ve learned
that people will
forget what
you said, peo-
ple will forget
what you did,
but people will
never
forget how
you made them
feel.”
- Maya Angelou

4. #COMMUNITY I alone can-
not change the
world, but
I can cast a
stone across
the waters to
create many
ripples.”
- Mother Theresa
Curate community and facilitate autonomous
growth. Building a community requires aligning inter-
est without institutionalizing the process. Let it go. By
letting others take hold of our brand and continue to
reshape it, our environments remain renewed and cur-
rent to the language and culture of the here and now.
Build a platform for those to show and convey their
artistic talent and craft. Bring the community together
and provide the platform for artistic expression.
New ideas are simply a new mix of old ideas. Acceler-
ate this process through mixing media, cross-pollinat-
ing, and cultivating an environment of collaboration
and conversation. Bring back The Renaissance.
Great communities are built on Trust + Access. Trust
is based on personal relationships. Access can be
enabled through technology.

5. #LIFESTYLE
“Choose a
job you love,
and you will
never have to
work a day in
your life.”
- Confucius
Are you here on business or pleasure? To that we
say, “Both!” Travel time is limited and precious. Allow
guests a full immersion to the lifestyle of their chosen des-
tination. Try on a lifestyle and see if it fits. Do all cul-
tural immersion programs have to be in obscure locations
or could they be the neighboring city? Provide depth.
Provide a fully immersive experience by curating local
food, clothing and art while giving guests full access.
Pop-up shop space.
Building on the existing lifestyle that exists uniquely to
your location and the surrounding area. Invite guests
and visitors to use their stay at the hotel to “try on our
lifestyle”.
Engage innovators: movers, shakers, builders and
makers on a company level. Interesting and passion-
ate, real people with interests outside of work, with
passions and dreams for growth and good.

6. Therefore, when we build, let us think that we build for ever.
Let it not be for present delight, nor for present use alone;
let it be such work as our descendants will thank us for,
and let us think as we lay stone on stone,
that a time is to come when those stones will be held
sacred because our hands have touched them,
and that men will say as they look upon
the labor and wrought substance of them,
“See! This our fathers did for us.”
For indeed, the greatest glory of a building
is not in it’s stones or in it’s gold.
It’s glory is in it’s Age.
- John Ruskin
March 2013 - Tyler Elick & Josiah Mackenzie