Stay Boutique Live 2019 Welcomes The Cannabis Community

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Stay Boutique Live 2019 welcomed the growing and evolving cannabis community to its annual Trifecta conference held at Magic Box@The Reef in downtown Los Angeles on February 11-13th.  Members and guests were invited to immerse themselves in the cannabis world at the Stoned Fox Pop-Up created by its founder Lola Langusta. From medicinal hemp derived tinctures and topicals to high-end bongs and pipes, the luxury lounge was the first of its kind catered to the global hotelier community.

Frances Kiradjian and Ariela Kiradjian the mother-daughter team who founded Stay Boutique Live after Frances launched its parent company BLLA, Boutique & Lifestyle Leadership Association in 2009, both agree that the emerging cannabis industry has a promising future in the boutique world with women at the helm. "Now more than ever, women are at the forefront of the cannabis sector of the boutique industry, and we as a community embrace and support them," says the Kiradjian team.

"We want to get people more comfortable and familiar with cannabis.  I think getting hotels and other hospitality industries involved with cannabis can lead to endless opportunities. I am excited to see what the future holds," says Langusta who created Stoned Fox as a marketing and branding platform for all cannabis related needs. 

The Female Empowerment Edition of Stay Boutique Live included a thought-provoking and educational discussion hosted by Stoned Fox and The Femme Fatale.  The panel featured some of the leading ladies of boutique cannabis who shared their experience, challenges and achievements in the emerging industry.  Brittany Carbone, Founder & CEO, TONIC, Rachel Hazlett, CEO, Lucky 420, Angela Mou, Founder, Elevate Jane, and Lola Langusta of Stoned Fox were among the speakers who were interviewed by Bianca Monica, Founder of Limone Creative.

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"I was a cannabis user for a very long time and I needed something that could help me like cannabis did without getting high, so I could still function throughout the day, and that's when I learned about CBD a couple years back," says Brittany Carbone who created TONIC after seeking a natural solution to help combat her depression and anxiety.  "It was amazing how it was able to help me.  I saw that I could make cannabis accessible for a broader population.  That I could change the branding around it, so it could be seen as a wellness supplement rather than just for stoners...I experienced the healing myself and I just wanted to share that with the world. Being able to help people has always been my passion.  Being able to blend those two passions, cannabis and helping people heal was something that I always wanted to do, but I never really thought it was possible until CBD came along."

Carbone says there are still obstacles in the hemp CBD world around advertising and banking because it was not federally legal until the State Farm Bill passed in 2018.  A lot of retailers are hesitant to put it on their shelves because of legal grey areas.  Something still needs to be determined by the FDA before things are completely cleared up for CBD, but there have been huge openings since the legalization of cannabis.

"In addition to having our CBD brand, we also have a hemp farm in upstate New York.  It's a small farm, family run. It's really a passion project.  We want to be able to grow our own hemp to be able to put in our products and really be able to control the quality from beginning to end," says Carbone. "The risk of corporate takeovers threatens small farmers and thus the quality which is vital for the boutique market.  Making sure small farms survive is of the utmost importance."  

Lola Langusta agrees and says Stoned Fox is very particular about who they work with.  "As far as being a boutique company, the quality is a huge thing to go off on.  When you get into these corporate brands, you start to lose your message and your values.  We don't want huge corporations washing out what the cannabis plant means and represents.  To me personally, what the cannabis plant is it's no bias, it's love, it's compassion. You lose that when you get into corporate spaces, but with boutique, it is very personal and you want people to feel good and feel comfortable. I feel like Stoned Fox is a community and a family and we hope to grow that way."

"Being boutique is knowing the people behind the brand, behind the product," adds Langusta.  "Who owns the company, who is the parent company, who is making a profit off this product? These are questions the consumer has to ask themselves. This is something you can ask your dispensary."

The panel speakers all agree that having a woman owned business has inspired other women to reach out to them. "More and more women have been contacting me and asking business related questions.  I welcome these emails and encourage women in positions of power to help other women navigate their way thru this business," says Carbone.

"I feel like Elevate Jane, which is an online smoke shop, is a culmination of my tech background and e-commerce background.  I used to work in food and beverage on the hotel side," says its founder Angela Mou.  "Thinking of it less than just a smoke shop, but a shop that creates experiences for people. When someone in Tennessee gets a package, I imagine that they open the box and the first thing they see are some matches that say 'You Light Me Up'.  I hope that puts a smile on their faces.  Really taking everything as an experience as opposed to just a product, that's not what I want to sell. I want to build a lifestyle brand."

"I feel like right now, as women have the spotlight, we have this really unique opportunity to use our voices and I think we have the potential to absolutely make a huge impact," Mou adds.  "The most rewarding thing for me entering this endeavor is really shaking up the status quo of how we do business, how we view our customers and what impact we leave on the world."

And shaking up the status quo is what boutique is all about, says Ariela Kiradjian. "Gone are the days of cookie cutter, insincerity, restriction and boredom.  Stay Boutique™ is where deviation is welcome and encouraged. We will continue to cultivate an inclusive community of true pioneers that are willing to stand for their convictions."

The History of Financing Boutique Hotels

The Origin Story of How Owners Finance Boutique Hotels

The boutique hotel industry has grown considerably over the last several years, attracting investors and business owners alike. Although every real estate transaction has different considerations, financing a hotel or motel today comes with unique challenges. Looking back at the history of financing boutique hotels can give you an idea of how far this industry has come from its start in the 1980s. It can also help you know where to begin if you’re interested in financing a boutique hotel of your own.

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1980s: The Rise of the Boutique Hotel

Luxury hotels were big in the early 1920s, with an emphasis on resort-style stays and excess. After the legalization of gambling in the 1970s, casino hotels had their heyday in the following decade. It wasn’t until the 1980s that the boutique hotel became more than just an idea. The boutique hotel movement began around 1984, with the opening of Morgans in New York City (although others say the first true boutique hotel was the Clarion Bedford Hotel in San Francisco in 1981).

Note: correction to the original article* - Early boutique hotels also included the Raphael Hotel at Geary and Mason Streets in San Francisco that opened in 1971, followed by Kansas City in 1976 and Chicago in 1978. A chain of 3 that we called "Little Elegant Hotels" before Ian Schrager coined the term "Boutique Hotels". The San Francisco Raphael was the hotel concept that Bill Kimpton copied when he created the Bedford Hotel in 1981.

The founders of Morgans, Ian Schrager and Steve Rubell, started the boutique hotel after spending a year in prison for tax evasion in 1980. The pair acquired the funds for Morgans from years of doing business together; they owned the Studio 54 and Palladium nightclubs in New York City, as well as through partnerships with investors. They bought existing properties and renovated them, rather than constructing new builds – a concept that’s still common in boutique hotel ownership today.

Renovating existing buildings can save money for the investor and lends personality to the establishment. Personality is vital in creating the boutique hotel atmosphere. Schrager and Rubell, for instance, built their nightclubs in old opera houses and art buildings. Financing for boutique hotel buildings came from lenders and/or private sources in the 1980s. Boutique hotel financing hasn’t undergone significant change since the first brands on the market.

1990s-2000s: Financing Boutique Hotels in the Beginning

Before boutique hotels really took off, owners and investors found financing for their real estate ventures through private equity investors and real estate investment trusts (REITs). REITs own commercial buildings of all kinds, but mainly income-producing real estate such as hotels and motels. Unfortunately, finding any type of financing for real estate projects was difficult in the 1990s. Banks provided the majority of hotel funding (58%), followed by other sources such as small business loans and mortgage funds.

From the early 2000s through today, it has become easier for investors to find funding for their commercial property projects. Equity investors and debt providers have become more active in the independent and boutique hotel market in the United States. Public REITs have acquired more boutique than branded hotels in the last several years, according to JF Capital Advisors. They’ve also paid more on average: $400,000 vs. $309,000. Investors in the 1990s and 2000s often looked to institutional investors (95%) and high-net worth individuals (5%) for capital to fund their hotel purchases.

Starting in the mid-2000s and stretching to today, word-of-mouth advertising has been incredibly important for promoting and financing boutique hotels. Instead of having a major brand to rely upon for marketing, boutique hotel owners must create names for themselves the hard way. Spreading the word through people who have stayed at the hotel and enjoyed themselves is a common way to find investors and manage successful independent hotel establishments.

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What Does Financing a Boutique Hotel Look Like Today?

If you’re interested in financing a boutique hotel in 2018, you have a variety of options. Conduct a search for commercial real estate financing in your area. As an investor, you can collect funding for boutique hotels and a variety of other commercial enterprises through providers such as Hallmark Funding Corporation and other such sources. A funding company can provide the necessary capital to purchase, refinance, or renovate a boutique hotel based on your specific needs. Also, there are a number of boutique hotel specialists today that can help shape the necessary story and guide sponsors and investors through the maze of steps needed to secure the right type of financing. Owning a boutique hotel today can involve the following types of financing:

  • Conventional loan

  • Business and industry loan

  • Construction loan

  • Small Business Administration (SBA) 504 loan

  • SBA 7a loan

  • Cash refinance

  • Private funds

The financing process in 2018 takes proving your creditworthiness, calculating the amount you’ll need for your boutique hotel project, writing up a business plan, preparing loan and venture capital proposals, and presenting your proposals to prospective sources of funds – either banks, the SBA, or a private lender. Your boutique hotel venture doesn’t have to be “risky” with the right type of financing. Compete with larger hotels and maintain a scalable business by properly researching and preparing for the financing process.

The Future of Hotel Financing

Examining the past isn’t enough to get a feel for financing boutique hotels. While its history is intriguing and has led financing to where it stands today, as an investor you must always look to the future to inform your next step. Predicted trends for the future of boutique hotels are optimistic. With the increase in hotel marketing and revenue agents, and skill on line service providers, experts believe the industry will continue its current growth pattern, enjoying even greater gains in revenue in the coming years.

Expectations for the future of boutique hotels include more apps and technology, the need for guest experience personalization, and collaborations with unique partners. Boutique hotel financing in the future will likely rely on a sponsor’s ability to prove value through a variety of  marketing tools such as influencers and relevant innovations.

Securing financing may require investors and boutique hotel owners to be creative to impress lenders. Luckily, the entire premise of the boutique hotel is founded on creativity in hospitality. To succeed as the boutique hotel investor of the future, you’ll need to think on your feet and keep competitors guessing.

The Idea Behind Boutique Micro Hotels


Arlo Hotels managing director Javier Egipciaco stressed the importance of innovative non-hospitality partnerships and an enthusiastic hotel staff while announcing expansion plans during an interview at the Boutique & Lifestyle Lodging Association’s annual Boutique Hotel Investment Conference.


Egipciaco, whose company specializes in micro-room hotels whose average room size is about 150 square feet, spoke about working with “urban camping” specialist Tentrr and independent candy shop operator Dylan’s Candy Bar, saying that associations with those companies helped solidify a boutique reputation for the nascent hotel brand. He specifically discussed installing Tentrr “glamping” tents at Arlo’s SoHo property during the winter time, when the hotel’s courtyard is usually unused.

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“We replicated a campsite inside New York City, and people wanted to have full dinners inside of these tents. That’s something we didn’t anticipate at all,” said Egipciaco, alluding to the Tentrr partnership. “Dylan’s Candy approached us. It’s been a collaborative partnership.”


Arlo Hotels opened its first hotel, a 320-room property, in New York City’s SoHo district in September 2016. The company added a 250-room property in New York’s NoMad neighborhood last year. Both hotels opened at sites that were previously earmarked for Two Roads Hospitality’s Tommie micro-room badge.


“We employ individuals who live the brand,” said Egipciaco, who worked with Hersha Hospitality and Hyatt Hotels before joining Arlo Hotels in 2016. “Everything’s fair game. Even if someone’s done it before, it’s how you execute it.”


Egipciaco also spoke of the company’s expansion plans, saying that its project at New York City’s Hudson Yards development will have almost 500 keys. He referred to the property as “Arlo 2.0,” adding that the rooms will be slightly larger.


“The hotel will have a nine-story atrium, a Beekman feel,” said Egipciaco, referencing Thompson Hotels’ historic and recently reopened Beekman in downtown New York. “One-hundred and fifty square feet is nice, but the smallest there will be 180 square feet.”


He added that Arlo Hotels is looking to expand into cities such as Los Angeles, Boston, Miami and Washington, D.C.


“We’re drawing a lot of attention from developers,” he said.

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Stay Boutique Co-Founder Selected by Rebecca Minkoff's Network

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We are excited to announce that our very own 23 year-old Co-Founder, Ariela Kiradjian, has been selected to join the recently developed Female Founders Collective, established by esteemed designer Rebecca Minkoff. This exciting new network seeks to foster and empower female leaders of all industries, primarily with the intention of creating a community of driven, successful individuals to guide and inspire others.

Female Empowerment has long been an objective recognized by the Stay Boutique team, Co-Founder, Frances Kiradjian herself founded the Travel Industry Executive Women's Network (TIEWN) in 2008, which has since amassed more than 10,000 members globally.

The success of those conferences has inspired the closing day of the upcoming Stay Boutique Live Conference in Los Angeles which will be titled the "Female Empowerment Edition," and feature speakers Lisa Odenweller, founder of Beaming, April Uchitel, CEO of Violet Grey, Chelsea Nassib, founder of Tappan Collective and more to come.

The Stay Boutique Conference “The Trifecta” will be located in Los Angeles, California on February 11-13, 2019, with the Female Empowerment Edition on the 13th.

Female Founder Collective:

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The Fashion Brand that's like a Boutique Hotel

Stay Boutique Live Rewind Series
Annika Meller, COO, Anine Bing

Annika Meller, co-founder and chief operating officer of fashion house Anine Bing, emphasized the link between boutique hospitality and fashion during an interview at the Boutique & Lifestyle Lodging Association’s annual Boutique Hotel Investment Conference.

Meller, who co-founded Anine Bing with the company’s namesake – a former model –  in 2012, cautioned against over-relying on social influencers to garner attention and demand at a boutique hotel, saying that it’s just as important for the hotel to have its own unique identity.

“Whoever you work with needs to be authentic and to try to represent what you stand for,” said the Sweden-born Meller, who worked with L’Oreal and Telenor before joining Anine Bing. “Anine is the DNA of the brand, but it speaks to so much more than being a model. The brand can stand on its own even when Anine isn’t speaking about it at all times.”

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Based in Los Angeles, the company, whose ethos is largely inspired by Scandinavian design concepts, operates stores in Barcelona, Berlin, London Madrid and New York. Anine Bing opened its second Los Angeles outlet this fall.

With boutique hotels largely catering to guests seeking out higher-end amenities, Meller stressed the importance of personalization as a differentiator, both from other independent properties and chain hotels.

“There are a lot of opportunities to engage,” she added. “We really want any customer to feel like it’s a home away from home. It’s really about utilizing the data that we gather and create that personalized experience.”

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 Learn more about Annika & Anine’s Brand here —->

Check out more info about the next Stay Boutique Live event here —->

How Catering to the Constantly Connected Digital Planner Can Increase Hotel Group and Event Business

By Lauren Hall, Founder & CEO, iVvy 

We are living in a digital era — a realization which directly affects the way we approach our life, work and leisure. Across generations we witness the prioritization of a digital experience, a large‐scale appreciation (and in most cases, demand) for the ability to remain connected 24/7, without interruption.  This expectation for a modernized, refined digital experience has evolved the way we work, and the ways in which businesses connect with consumers and third parties. Within the hospitality realm specifically, prospective travelers and agents have long‐since expressed a need for a seamless, time‐conscious booking process. While this solution has long existed for individual flights and hotel reservations, industry professionals have been faced with a notorious gap in the booking process for groups and events. In fact, the process of booking events and meetings is largely outdated, broken and still trapped within a manual format that creates a wealth of headaches and neglected leads for planners and hotel sales managers alike. This represents a frustrating injustice to hotels and planners now, perhaps more than ever, as we continue to shift into what could be called the “experience economy". It seems that regardless of political uncertainty, austerity and inflation, consumers are spending more on experiences rather than material items. With this interest in unique experiences and events ever‐increasing in the eyes of the modern guest, hotels are faced with a unique opportunity to capitalize on an influx of small, medium and large‐scale events. This is music to a hotelier’s ears, as they visualize years of potential revenue through means of events and group bookings.

In a digital‐forward world, why has the events and group venue booking process lagged so far behind?

There has traditionally been a major breakdown that happens between the demand for venue space,  and the answer to that demand. Why have hotels, up until this point, been largely unable to effectively  streamline and automate processes to capitalize on the group booking revenue stream? Why are both sales managers and event planners constantly stuck in limbo between emails and approvals, frustrated by a system that isn’t evolving to allow them to meet and exceed expectations? So the driving question becomes: What solutions exist to remedy this long‐standing roadblock, to allow hotels to (finally) truly maximize on event‐based revenue potential, while catering to the modern planner?

It’s time to give planners what they want

Nothing will negatively impact your hotel’s relationship with a prospective event or group quite as much as the friction created by too many barriers between the initial RFP and the final booking confirmation.  This becomes especially true in the case of digital‐savvy planners trying to find options for their next event or corporate meeting. Guess what they expect? A digital‐savvy hotel with a seamless, time efficient process in place to manage RFPs and qualified leads.Hotels are currently converting online group business as low as 1‐2%, despite the groups and meetings segment representing over 30% of 495 billion in hospitality revenue worldwide. Much of this can be attributed to a constant barrage of mass‐distributed leads, many of which are likely unqualified, that quickly overwhelm the capacity of a hotel’s sales management team. With so much time being wasted simply sorting through leads to vet those which have merit, sales managers are often unable to respond to inquiries and solidify leads at a real‐time pace. In fact, 2 out of 3 requests aren’t answered, and if they are answered it’s often in days rather than minutes or hours.  Rather than engaging in a perpetual series of delayed phone calls and emails, planners should be able to access all critical information they need at a glance (before even submitting an RFP). After all, hotels offer this upfront convenience to guests looking to book rooms online, so why is it so challenging to do the same thing for group business? By making pertinent information (hotel rules, accommodation capacity, catering options, virtual tours, availability, rates etc.) available from the beginning of the booking process, hotels are empowering planners to make educated inquiries. 81% of planners note that they want availability and rates right away — so don’t hide this information from them. Booking a venue for an event shouldn’t be a shot in the dark. 

When the RFP process is streamlined effectively to provide qualifying information right away, hotel sales managers can truly focus on the qualified leads and fast‐track the confirmation process to forge a positive, profitable relationship. It’s a win, win for everyone. And what is the best means to provide the information, at a glance, to prospective planners? Online. Meet them where they are doing their business (websites, third party apps, social media).  After all, we should never underestimate the power of instant gratification. Whether online shopping, booking an individual flight or hotel, searching for information on Google — we are all used to instant connectivity, responses and confirmations. And yet, booking for groups or events has (until now) remained in the dark ages so to speak. By dark ages, we mean planners literally have to chase down prospective venue information on the phone or via email, discussing and confirming all event details in what comes to a primarily manual process. Who has time for that? Definitely not the modern‐day planner. 

Fortunately, technology is finally nudging the events segment in the right direction, as hotels (for the first time ever) can invest in group management solutions that offer planners instant, online group and event bookings. Much like booking a flight on Expedia, hotels can now utilize an integrated booking engine that provides planners with real‐time availability, 3D virtual tours, packages, booking details, applicable rules, rates and the option to easily generate eRFPs. With this information at their disposal (and an easy click of a mouse) planners can better identify suitable hotels for their event, and reserve or book instantly online. Get this — they can even pay online. With these steps summarized visually into a digital platform, readily available 24/7, hotel sales managers are free to engage with prospective planners, provide instant quotes, contracts and streamline communications through the platform with cloud‐based access. Rather than constantly playing catch‐up, your sales manager will feel empowered to target and genuinely engage with planners and prospective customers.  This isn’t just the future of event and group bookings within hotels — this is here and now. This is the digital booking experience for the digital‐savvy planner. Fast, efficient, profitable and digitalized for the modern hospitality landscape. Would you really want to have it any other way?

About the Author

Lauren Hall is the award‐winning Founder and Chief Executive Officer of iVvy.Lauren is a passionate entrepreneur with more than 25 years' business management experience at Executive and Board level, successfully building multiple companies from startup to strategic and financial exit. With a background in programming, accounting and marketing, Lauren’s expertise spans manufacturing, retail, advertising and technology industries in both South Africa and Australia.Since its 2009 launch, Lauren has overseen iVvy’s continued growth and global expansion to NewZealand, Asia, Europe and North America.Ernst & Young recognized Lauren as a future global leader of industry through the EY Entrepreneurial Winning Women Asia‐Pacific program. Lauren has also won 4 prestigious Global Stevie Awards for BestNew Product, Entrepreneur of the Year, Innovator of the Year and Entrepreneur of the Year (AsiaPacific). She has been awarded the Queensland iAwards for Best Innovation in the Digital Economy, aswell as Gold Coast’s Business Woman of the Year, Innovator of the Year and was presented with theGold Coast Mayor’s Award

The Re-Birth of Retail

Stay Boutique Rewind Series
David Fishbein, Principal, Runyon Group

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With so many changes in retail shopping and consumers looking for something more experiential, the Runyon Group set out to create a new shopping experience in Century City, which they call Platform. Partners David Fishbein and Joseph Miller had an idea to create a shopping spot that would bring together incredible design and unique merchandising through food and interesting designers. “We’re seeing LA transforming from being this entertainment-focused culture to being one that is about food and design and incredible art, but we weren’t seeing it happen on the retail side,” David says.

People are looking to find a place that is comfortable, and they will have a fun experience exploring. They also want to find ideas and see products that they don’t find at every other store, which has been a big component to how Platform was set up with tenants. David shared how they created “these crazy rules where every larger brand tenant that comes to Platform has to do something unique, inclusive and special that is just for our property.” They did this with long-term growth in mind, knowing that these stores would expand throughout the city, but Platform would still have something that their other stores won’t. One tenant, Aesop Skin Care, agreed to put in a treatment/day spa room in their store to meet their requirement for having something unique to their Platform store.

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Runyon group also had to get very creative with marketing to secure their wish list of tenants because the neighborhood surrounding Platform didn’t show very well before their project began construction. “We created these custom, beautiful books for each client and sent it out to them all over the world, just to see what would happen,” David explained. “We had clients respond right away because they were intrigued by the space and how we marketed it.”

In the boutique industry, hotels are always working to keep differentiating themselves from other hotels. So, when David was asked what retail does to keep things exciting, he said, “I think the experience is everything these days. It’s creating events and interesting things that get people to come down and see what’s happening.” Also, things like creating beautiful vignettes that people want to hang out in and posting them on Instagram will often get consumers talking about your retail space. David also advocates for putting in a mixture of services at Platform, like a great nail salon and fitness spaces like Soul Cycle. However, he does feel the most important new anchor of retail in a neighborhood is the F&B. “Having an amazing chef or bakery is what’s bringing people down daily.”

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The New Hollywood

Stay Boutique Live Rewind Series
Grant King, Managing Partner, The Relevant Group

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Grant King and The Relevant Group’s vision to transform a decrepit Hollywood with a ‘build it and they will come’ philosophy began back in 2007. They knew, however, that they needed to make a splash and do something major to convince people that Hollywood and downtown Los Angeles were the hot places to be. Their focus was on creating a place that you can come to play and never have to leave; a place that has great food, great nightlife, great shopping, and you can stay the night.

With financing dried up in a recessed U.S. economy, Grant went to China to find investors for their product. The product they were selling was sexy Hollywood hotels. The plans had already been approved, so with their investors finally in place, The Relevant Group moved forward with their new Hollywood project called The Dream, which opened in the Summer of 2017. Grant believes that “selecting the right restaurant group, the right F&B group, top gyms, and great stores,” is key to creating a unique hotel experience like The Dream.

The Relevant Group is also currently developing a four-hotel village, connected by arches and given a Hollywood-driven name. It’s meant to bring people in and help rebrand the area. “Hollywood needs to play off what it is,” Grant says, “the entertainment zone. It needs good retail so that people will want to spend the night there and wake up to go shopping.” It's time for Hollywood to grow up and develop into a desirable location so that people will realize it's not a scary place to come and hang out.

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The Leader in the Boutique Candy World

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Rosie O’Neill, Co-Founder, Sugarfina

Have you ever been so inspired by a movie that you started a business around that inspiration? Well, that’s exactly what Rosie O’Neill did when she happened to see the movie Willy Wonka and the Chocolate Factory one night. “Whatever happened to candy?” she thought to herself. “Why isn’t there a candy for grownups?” So, when April Fool’s Day rolled around, she partnered with a pressed juice company to make ‘green juice’ gummy bears, packaged them in a bottle labeled ‘7-Day cleanse’ and made a joke out of it. “It was unexpected and fun and caught people’s attention.” Rosie shared. And it eventually prompted Rosie and her husband to embark on her adult-flavored candy empire called, Sugarfina.

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With delicious adult candies like champagne gummy bears, tequila cordials, and mint chocolate caviar, Sugarfina has captured the eye of those in the boutique industry and prompted them to put the candy products in hotels throughout the U.S. and Canada. They will even personalize and customize on top of their base product for a hotel, like offering pink flamingos at the Beverly Hotel and pineapple candies at a hotel in Hawaii. “Boutique tells me there is a person and a story behind it,” Rosie says. “Someone who is thinking about it and obsessing about the details. You have thought through something so much that you have taken the best of the best and said ‘here is what I believe you need’.” That is exactly what Rosie does with Sugarfina. She notices food and thinks how she could implement that into a candy that adults would enjoy.

Rosie has noticed that big brands are dipping their toe into boutique as a marketing tool; saying, ‘Let’s put this in these 29 rooms and see what the response is’. While the Sugarfina stores are inviting, Rosie and her team also feel like they’ve got to do something unique to get people to buy their products. Offering taste while you shop events make the stores feel like a place to hang out. “Bloggers and influencers have been big fans of Sugarfina,” Rosie says. “We provide the candy and they get their friends together to experience it at their event.” Sounds like a match made in ‘candy’ heaven.

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Watch Rosie’s Full Interview Below!

Interviewed by Ariela Kiradjian, Co-Founder, Stay Boutique

The Future of Luxury

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Dr. Daniel Langer, CEO, Equité

Dr. Daniel Langer’s talk on ‘The Future of Luxury’ comes not from his many years in the hotel business, but from his experience of spending 50-80 nights a year staying in them. His company, Equité, is at the forefront of luxury brand strategy and encourages his clients to innovate outside of their comfort zone. “Luxury is not price,” Dr. Langer says, “it’s the ultimate treat and customers will pay for it. The product is not relevant, the experience is.” By applying ‘limited edition’ thinking, hotels can create value for the experience they offer and then price it. This makes your brand more powerful.

The experiences that hotels create for their guests are very important to gain a competitive advantage in the hotel industry. Dr. Langer encourages disrupting the old hotel ways of thinking to twist the experience. Like viewing a self-driving car not as a car, but as a chauffeur service; or an Apple store not as a store, but as an inspiration place. It’s going back to the root of what your product really is and thinking of it differently. When you give the consumer what is expected, it doesn’t excite them. Instead, exceed their expectations by giving them something they might not have even known they wanted.

“Luxury is difficult.” Dr. Langer acknowledges. “If not managed well, there is a high risk of destruction of brand equity.” Because there are very few tools to assist managers, most luxury brands are not managed to their potential. Assess whether every touchpoint in your hotel adds or subtracts from your brand equity and brand experience. Make sure that everyone in your organization knows what they must do for the brand to thrive. When your team knows what needs to be done and all the elements are in place from check-in to check-out, the consumer experience will be special. Because you have created a life experience for your guests, they will, in turn, desire your brand more and buy it at almost any price.

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LA’s OG Nightlife Group

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Sam Nazarian, CEO, sbe Group
Daniel del Olmo, ex-CEO, Disruptive Restaurant Group & Umami Burger

Watch their panel session below

Sam Nazarian’s sbe Group employs the ‘all under one roof’ philosophy for their global lifestyle communities, made up of over 150 luxury properties in North America. By strategically placing restaurants and bars within and surrounding your hotel, you can control the experience of your guests. Sam believes that in order to constantly stay relevant when you’re in so many business lines like sbe Group, you have to focus on more than design and gimmicks. “You have to have culinary and hospitality expertise to make these unique. If you’re courageous enough to have a point of view, you can outdo the cookie-cutter brand,” he says.

Food and beverage are the most difficult to do, which is why Umami Burger came to sbe. They knew by partnering with them they could be put into multiple hotels with more expansion likely. By consistently creating interesting partnerships with restaurants like Umami Burger and Cleo Hollywood, sbe Group has created disruptive brands that matter. Their partners understand how to operate at the level they do with chefs and staff focusing on every tiny detail. “As a lifestyle brand, you have to be sending your consumers what you think they expect from you,” Sam says. “With the desire for plant-based products growing, we are moving it into Cleo as well as Umami.”

Getting as many properties into a specific area as possible helps groups like sbe to solidify their position. By having one hotel and nine restaurants, all operating with the same dedication to service and luxury, you set a precedent that allows them to support and feed off each other. The desire of sbe Group is to create a legacy in hospitality by being authentic, while still being bold. “The smaller lifestyle groups don’t care about making money, it’s all about the brand; however, the big guys have to make money. Instead of being a big ship,” Sam says, “we’re a pretty cool yacht to be on.”

LA’s Favorite Boutique Nightlife Group

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
John Terzian, co-founder, The h.wood Group


“Exclusivity isn’t about being ‘too cool’, it’s about knowing who your regulars are.” says John Terzian co-founder of the h.wood Group. As the man with a pulse on Hollywood nightlife, John is the creative mind behind hot spots like Bootsy Bellows, The Nice Guy, and the members-only club Shorebar. John started out in the exclusive nightclub business when he noticed that there was a need to cater to a certain group of friends (including David Arquette), and friends of friends. The h.wood Group eventually moved from nightlife to bars and restaurants, and hotels are next on John’s list with their first venture opening soon in Chicago.

“Boutique sometimes gets a bad rap,” John says. “I cherish it and I believe what we do evolved around boutique and servicing customers. If it gets too big or appears to be, you lose the hands-on. You can have that big voice and still be small.” John believes. A lot of hotels forget about the management side because they get so focused on the numbers. Every aspect of the hospitality business must be looked at as a separate piece of a very large puzzle.

For a venue to stay relevant in any city, requires that it view itself as an organism that has to keep living and breathing. “If you’re not the best of the best, people are going to move on.” John reminds us. “You’ve won if you are drawing in people that have no need to be in the hotel; then you’ve done something special.” 

Food & Social Media Go Well Together

Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Jeremy Fall, Co-Founder, J Fall Group

What do you do when you’re an 11-year old boy and your step-dad tells you that women love men that cook? You follow Jeremy Fall’s lead and learn to cook...and then you grow up to become a restauranteur. Fall’s time spent learning the ins and outs of the restaurant industry from his family’s business parlayed his expansion into nightclub proprietorship and event production throughout Los Angeles. “The melting pot of LA culture and my background has definitely influenced my concepts,” he says.

Fall heard the word ‘exclusivity’ so much growing up in LA because there was such a huge disconnect between celebrities and mere mortals. That’s how it was in the days before Instagram and social media. “The cool kids were going to these pop-up party places, not red-carpet events,” he shares. “When I started working in nightclubs, there was only MySpace and Friendster to let people know what I was doing.”

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Boutique is a new area with a new sector that wants quality experiences. “We sense bullshit right away,” Fall says. “The current 2017 is looking for authenticity and wants to see a story on your (social media) feed that makes them believe you’re real.”

Fall has been passionate about this business his entire life, so he’s constantly thinking up new ideas and concepts. When he was younger he read about the rockers that used to go have breakfast for dinner after their shows on the Sunset strip. That stuck with him and inspired his evening hours restaurant Nighthawk Breakfast Bar. “All of our concepts sparked from something small,” he shares. “We take traditional Americana concepts and modernize it to give a different experience; to tell a story.”

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Food & Beverage Leaders

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Summary of the panel discussion at the 2017 Stay Boutique Leadership Conference with
Bernard Schwartz, Co-Founder, APICII
Chef Casey Lane
Christian Schultz, Design Director/Partner, Studio Collective

The Stay Boutique conference brought together some of our favorite leaders in hospitality Food & Beverage for a panel discussion that began with the question, ‘How is hotel F&B shifting?’

Bernard Schwartz, co-founder of APICII, believes the biggest shift is definitely in the hotel bar. “Bars are a driving factor to where customers decide to stay. Amenity is now it’s (a hotel’s) identity.” Christian Schultz, Design Director and Partner of Studio Collective, added that because there is so much competition today, “It takes a really well thought out game right now.” Bringing the consumer into the hotel in different ways, like small live music performances, book clubs, or engaging with the local art community also allows your guests the opportunity to interact with locals. “Design only goes so far, but you need to do things to provide a soulful experience for your guests and for the surrounding community,” Christian advised.

When asked why the hotel industry is so slow to respond with a focus on F&B, Chef Casey Lane remarked, “The level of competition makes it a scary risk. It’s hard to find someone to focus their attention on your space.” Bernard pointed out that he believes the slow response may be because, “Historically, the hotel management companies have not invested in F&B at the corporate level.”

Interviewer Jessica Blotter (Co-Founder of Kind Traveler) asked the panel what they thought gives a property the ‘X-Factor’. “It’s the opposite of the big-named, rubber stamp feeling hotel; offering something that has a soul.” Bernard says, adding, “Having a historic property gives you a jumpstart to already having a soul.” Casey’s take on the ‘X-Factor’ is “Really good curation of something that attracts a unique client.” He likes to invite in the community to be a part of what he’s offering as the chef in a hotel restaurant. Christian’s advice on the subject is, “Invest the time upfront to know who you are and what you want to be. Trying to please everyone all the time takes away your unique quality.”

Another current topic that was asked was about was sustainable resourcing and how that affects ROI (return on investment). Casey believes, “It’s a mandate; especially with food.” He advises that setting up a local group, including farmers and designers, helps make sustainable products work for any business. Christian suggests businesses, “Use real, natural materials that patina and wear with age, so hopefully you won’t have to renovate every five years.”

To round out the discussion, the panel shared what they think is working well in hotel F&B design today. Christian’s company, Studio Collective, designs from “location ground zero…our client, the location, something beautiful. New and fresh is what we end up with and it makes it successful in our mind.” Casey suggests, “Everyone can look at your space and tell if it’s an inspired design. Go back to a sense of time and place for that old building.”

Collaborations are Golden

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Kevin Osterhaus, Ex-President, SIXTY Hotels
Riley Eggers, Executive Producer, Pineapple Creative

When Riley Eggers, Executive Producer at Pineapple Creative, was looking for a space to film a product presentation video for her client, she reached out to SIXTY Hotels with a unique idea for a collaboration. The film would feature an up-and-coming model, Duckie Thot, and showcase the hotel’s sexy, stylish atmosphere as the backdrop. With the professional team at Kloss Films on board to direct, SIXTY Hotels President Kevin Osterhaus thought it was a gamble worth investing in.

“SIXTY Hotels launched over three years ago on a platform of growing and creating a dynamic guest experience’” Kevin says. “And how you portray yourself digitally is significant to our efforts of collaboration.” The biggest benefit of working on the Duckie project was that everyone involved would get to share it on social platforms, making it easier to reach a wider audience. Riley believes, “People want to know the story of your product before they purchase.” Brands used to create two campaigns a year, but now it’s more advantageous to create twenty in smaller chunks. “It gives brands flexibility about what they want to promote,” she says.

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When the video, “SIXTY Seconds of Duckie”, was released, the success was so big that the hotel decided to turn it into a brand video. “From the hotel side,” Kevin says, “the brand video was to create something we could use for our guests, social media, elevators, etc.” They have since released SIXTY Seconds videos for all their hotels, including SIXTY SoHo and SIXTY Miami. 

Because of the rapidly changing way that people are now experiencing hotel brands and bookings, “It’s wildly important that our content reflects innovation and we’ve got to get to people through their networks,” Kevin believes. Things like apps and hand-held applications have made it easy to book at hotels on a whim, therefore, hotels must be strategic about how they want to portray themselves and to which demographic they want to target.

Collaboration Breeds Creativity (Especially at Coachella)

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Ryan Bukstein, Vice President of Brand, Ace Hotels
Travis Mcmichael, Head of Brand Marketing, U.S., B&O Play

The collaboration between Ace Hotel Group and B&O Play (by Bang & Olufsen) at this year’s Coachella Music Festival may seem like a case of strange bedfellows, but nothing could be further from the truth. Ryan Bukstein (VP of Brand, Ace Hotel Group) and Travis McMichael (B&O Play) shared with the Stay Boutique audience how their unlikely pairing can inspire others to do the same and see what possibilities can be created.

Travis suggests that businesses ask themselves, ‘Where is the most powerful place to congregate my brand?’ “The Ace is a cultural watering hole, a place that is comfortable for meeting strangers,” he says. “That is what brought B&O to the Ace Hotel.” He continues, “Ask yourself, what are you creating together? Is it something people want and find interesting?”

While trends are real within any industry, the brands that base their collaboration on community-driven experiences benefit much more than when they just focus on what they want to sell. Bringing something unique to the combined experience, like doing a pop-up shop within a pop-up shop can mix things up and open your space to a whole group of unexpected consumers.

Ryan explains that “For Ace, it goes back to core principles for events. What is going to make your audience feel you’re adding to a conversation? How do you stand out? Know who you want to connect to and decide how you’re going to do that.” That sounds like solid advice for collaboration within any industry, boutique included.

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Boutique Travel Trends

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Gabriel Haigazian, Vice President, Creative Travel Group
Stacy Small, Founder & CEO, Elite Travel International
Nicholas Kontis, Circle the Planet

At this year’s Stay Boutique conference we had some great experts in the travel industry joined together for a panel discussion on the current travel trends they are seeing throughout the world. The conversation began with their thoughts on technology and how hospitality businesses can keep on top of it. Stacy Small, founder, and CEO of Elite Travel International shared how helpful it has been to her clients that some hotels will now text with their guests to make communication easier. “Technology is here, it’s going to stay, and it’s going to be more impactful in the future.” agreed Gabriel Haigazian, Vice-president of Creative Travel Group.

To illustrate his point, he introduced the audience to a global wifi service called Skyroam that costs only $10 per day and allows travelers to stay connected and reachable all day. One thing that all the panelists agreed upon is that paying extra for internet in hotels has got to go! They also agreed that hotels need to have plenty of power outlets and USB plug-ins in the rooms to accommodate today’s technology. People are tired of crawling behind furniture to find an outlet to charge their devices. It’s all part of making people feel like they are at home even when they are away.

When asked how hotel properties can maintain relevance while still encouraging guests to go off property, Nick Kontis, of Circle the Planet, reminded us that, “Experiential travel is here to stay.” Arranging for guests to go on a truffle hunt or lending a guest a Bentley to sightsee around the area are examples of how some hotels are offering location-specific experiences. Gabriels added, “Find something that is unique that people might not find out about on their own. Immersing themselves in with local families is something people love to do.”

“First impressions are lasting ones,” Gabriel told the audience when asked to share a favorite VIP experience. “I remember a hotel in LA, at the check-in counter, were flowers that you could pick and put into your room.” Stacy agreed that it’s the things that don’t cost that much that often stand out the most. She shared an account of a hotel in Palm Springs that had looked up her profile on Facebook and used a picture of her three dogs to personalize her hotel key card. That experience was over five years ago but has still stuck with her as a great memory of her stay.

Gabriel, Nick, and Stacy, in unison, impressed upon the Stay Boutique audience how important it is for hotels to empower their employees to be helpful and invested in the care of their guests. “Remove can’t, no, and I don’t know from their vocabulary.” Gabriel pleaded. When staff goes above and beyond for a guest it doesn’t go unnoticed. In today’s world of social media at your fingertips, if one client has a bad experience, a thousand people will hear about it. Like Nick said, “Good news travels. Bad news goes viral.”

Boutique Travel Blogging

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Summary of the keynote at the 2017 Stay Boutique Leadership Conference with
Celine Bossart, Creator, The Staycationers

Celine Bossart’s boutique industry blog, The Staycationers, began three years ago after a friend suggested that a travel article she wrote geared to millennials could be something more than a one-shot piece. The Staycationers focuses on promoting boutique hotel travel by sharing with readers what’s cool (or has the potential to become cool) about a hotel and encouraging them to try a visit themselves to see what all the fuss is about. They also love to offer inspiration with tips on how to ‘staycation’ at home by re-creating amazing hotel experiences for yourself.

“We don’t want to be elitist, but we are sticking to our millennial identity,” Celine says about The Staycationers. She encourages the boutique industry to not overlook marketing to your future client or you’ll end up missing the mark with an entire generation of travelers. Celine believes that in order to include the millennial generation in your demographic, boutique hotels must stay true to the ideals of hospitality and the aesthetics of the bar. And not just the bar inside the hotel, but also the mini-bar inside of guest rooms.

“The presentation of the mini-bar says a lot about your attention to detail,” Celine believes. “The whole essence of a boutique hotel is to make people feel like they’re at home.” Offering more than the usual bottles of liquor or beer in a mini-bar refrigerator will make your hotel stand out above the rest. Celine shared one of her most memorable experiences where a hotel mini-bar uniquely featured a locally-inspired specialty cocktail recipe and all the ingredients available for her to whip up her own drink and kick back in the comfort of her very own room. Now, that sounds like an experience that few boutique travelers would ever forget!

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Watch the full spotlight session below!

Boutique Tech Update

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Summary of the panel discussion at the 2017 Stay Boutique Leadership Conference with
Cameron Urban, Founder & CEO, Roxy
Oleg Kaganovich, CEO, Wyndow
Carrie Ell, Advisor, Voyat

Tech representatives Cameron Urban (CEO, Roxy), Oleg Kaganovich (CEO, Wyndow), and Carrie Ell (Advisor, Voyat) sat down for an enlightening panel discussion on the future of technology in the boutique industry. They shared insights into what their companies are seeing as new trends for hospitality and how hotels seem to be slow to respond to what the consumer wants when they are staying away from home.

Cameron shared that Roxy is creating a voice-activated in-room concierge service to offer to hotels. This technology means getting rid of the phone, alarm clock, etc. and putting them all into one device. “Our goals are increasing communication, guest experience, and making staff service successful.”

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All three panelists agreed that using technology to guide the consumer to book after visiting a hotel’s website is key to competing in the industry. “What more can we be doing once we get the guest on the website? That’s the missing link.” Carrie remarked. “It’s a journey you want to take them on. You’re curating an experience.” She also believes that start-up companies are where the boutique industry should be looking for innovative ideas in new booking technology. “Decide what your business needs and find the vendors that are offering that, and do it every year,” she suggests.

Olag advises that businesses use technology to learn more about their customers and what they want to experience when they stay at your hotel. “Artificial Intelligence and voice technology are going to become a big thing.” he believes. “But, don’t accept a technology just to say ‘we’re high-tech’.” It has to be in alignment with your target customer’s needs. The speed at which technology is adapted is faster than what hotels are doing to adapt, therefore, Cameron suggests pushing GM's and decision makers to take those bets on new technology to stay ahead of the consumer's desires and to compete with the big hotels for their business.

Boutique Social Clubs

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Summary of the interview at the 2017 Stay Boutique Leadership Conference with
Sue Walter, ex-CEO, The Hospital Club

Sue Walter’s specialty is taking birds with broken wings and making them fly. It’s what she likes to do...and what she did in 2003 when she joined co-founders Paul G. Allen and Dave Stewart in opening The Hospital Club. The H Club’s location was once a dilapidated, closed hospital, but now is home to one of the most exclusive private clubs in London. “For a short time after opening, they actually had a few people show up looking for medical services,” Sue laughed.

The H Club offers members in creative industries a community to collaborate, work, connect, and be mentored. Sue describes it as “A community of like-minded people in a space that is specifically created for their needs.” And out of that community came a boutique hotel. “The blurring of lines between the hospitality spaces comes from the hospitality industry trying to understand our clients,” Sue says, “How they live, work, rest, and have leisure time.”

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Making a list of things they didn’t like about hotels was the starting point of what to leave out when they decided to expand to the hotel industry. The smaller, personal gestures like hand-written notes in the rooms and homemade cookies set out for guests made the list of things to keep. Sue reminds us of Maya Angelou’s words, ‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’

With their next location set for Los Angeles, The H Club LA members can look forward to the same type of community that London offers. There will be spaces where you can work, collaborate, and entertain, but there will be something recognizable to Angelenos. “The building is designed to showcase the artwork of the community. The music is local musicians. Talks are from influencers in the community.” Sue describes. “We don’t tell our customers what they want, they tell us.”

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