IT HAD TO COME. THE DAY A HOTEL GROUP GAVE UP ON THAT UNPROFITABLE 'LOST LEADER', THE FOOD & BEVERAGE DEPARTMENT.
The announcement by Hilton that they will test a new Business Area concept to replace the Lobby Bar is admission, albeit not surprising that we have failed to retain our edge in running restaurants, bistros and bars and now need to re-invent our basic product mix and maximise our huge, wasted public areas.
Having personally closed some 20-30 discoteques some 20 or so years ago with the full realisation that most business people would rather get a good night's sleep than join the kids on the pulsating dance floor, I can sympathize with Hilton's dilemma, and more particularly the pain of the hotel owners, in dealing with the huge losses created by these unprofitable, tired and cavernous public areas.
I was enthused by the Hyatt initiative that twinned their food outlet with a snappy deli style counter and takeout food area and have seen countless chains attempt to reinvent, restore, reno and retire their public spaces in favor of other weak concepts.
However all of these efforts are shots in the dark, weak efforts to make a little difference rather than large, coordinated community efforts to maximise the huge chunks of unused indoor (and outdoor) space in every community.
This trend leads me to imagine what they should have been in the first place. Here are some future options for development consideration. Future ways in which locals can benefit from this excellent space and create traffic, interaction and interest............sort of like what the airports have become but with more of a planned and changing theme.
- Specialty Retail (electronics, or fashion or fine foods, exotic automobiles)
- Shop Local (local produce, home-made food specialties, cheeses, local wines, tomatoes)
- Franchising (networking, short term rentals, interviews, sample rooms)
- Sports (fitness & health products, golf & tennis lessons, )
- Technical training (woodworking, auto mechanics, computer science)
- Product displays (electronics, computers, sports equipment, Home furnishings, real-estate)
- Wheels. (Motorcycle & scooter displays, bicycles, skate boards, in-line skates, surf boards)
- Music & Theatre. (Concerts & chorales, school plays, community art shows)
- Local artisans & Handicrafts (artwork, glass blowers, stained-glass etc)
All of this making it obvious to me that what is needed is the equivalent of a 'public space or community planner', or a person who can plan for the sale, rental and regular use of all these spaces on a weekly, monthly and seasonal basis. A dynamic person (or company) who treats these areas like a staging area, an exhibition centre, an exciting place to visit or stay at, an interactive urban happening, a stage, a scene.
It is time to become creative, time to work with the other hotels, community centres, police & fire departments in the community to plan a destination around a theme.......imagine a cheese week in which all hotels and public buildings in town threw open their public areas to host a Cheese Festival, or a Garage Sale with shuttle service between the sites.
This is the time to re-think our communities' public spaces and expose them to our existing visitors while creating reasons for others to visit our areas and meet the people.
This is a huge sponsorship opportunity waiting to happen.
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