hospitality

SpringHill Suites Supports Local Artists

MARRIOTT-Art-B

Marriott International's SpringHill Suites is turning two of its properties into art galleries for a night with a program that supports local artists.

Columbia, S.C.'s "ArtNight SpringHill Suites" event took place on Dec. 3, and Chicago hosts one on Dec. 7. Partnering with local galleries, the hotels feature original pieces -- including sculptures, paintings and drawings -- while providing a space for artists and guests to interact.

SpringHill Suites plans to expand the event to multiple cities next year, says Callette Nielsen, vice president and global brand manager, SpringHill Suites by Marriott. "We have already gotten several inquiries from our properties around the country," she tells Marketing Daily.

SpringHill has never done anything like this, but since the brand's focus is smart design, it was a "natural combination," Nielsen says. "Our target audience likes to explore the local scene and discover the destination's gems during their travel," she says. "ArtNight allows us to highlight our main brand element and deliver our promise to our guests."

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The Columbia event, which was attended by about 60 people, featured artists from Vista Studios. "It definitely met our expectations for that market," according to a Marriott spokesperson. About 160 attendees are expected at the Chicago event.

It was promoted during local market radio interviews as well as contests, with winners receiving free hotel stays. Other marketing included social media such as Twitter.

"All of the artists at Vista were pleased," according to the spokesperson. "They usually get around 400 hits per month on their websites. Between Dec. 1 and 3, when we sent out our release, they got around 3,000. So there has definitely been good awareness building."

The Chicago event features student artwork from the sophomore class of the Chicago High School for the Arts.

The artists will be present at the showcases and available to speak about their work. Samples of artwork can be found here.

Launched in November 1998, SpringHill Suites features larger rooms than traditional hotels. The brand currently has more than 270 locations in the United States and Canada.

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