Frank, Amira, Maddy and Coco
Honolulu
Propped in the middle of the Pacific Ocean, Hawaii is one of the natural wonders of the world. After its inception nearly 1,500 years ago, the island has become a melting pop of tourists and locals who submerse themselves in breezy ocean vibes, laid back lives and lively nights. Hawaii has become nothing short of an island oasis, adored by its locals and travelers alike for its natural beauty and captivating landscapes. In 1850, Kamehameha III proclaimed Honolulu the capital city of the independent Kingdom of Hawaii. Under US control, the county of Oahu was established on July 1, 1905. Two years later, it was renamed the city and county of Honolulu. A city charter was adopted when Hawaii became a state in 1959. Its location is on the southern shore of Oahu, one of eight major islands in the state of Hawaii, in the northern Pacific Ocean, 2,390 miles from California, and 3,850 miles from Japan1. Spanning 68.42 miles, Honolulu finds itself surrounded by fields of sugarcane and pineapple, ranch lands, and farms. While most of the islands are given unique qualities, most of its history is found within Honolulu and can be seen through its various art museums, local landmarks, architecture and even stories from its inhabitance. Legend has it that the first settlers to the island may have been on the island as early as 1100. Later in 1820, the island became a prominent port for sandalwood traders and whalers alike. Before begin given to King Kamehameha III, the island was occupied by the British and the French, prior to their occupation a small group of Russian settlers inhabited the island. Today The island boasts over one million natives and thrives as the capital city for travel, commerce, education and beauty in the chain of islands and has become the icons landmark for some of the states most famous relics and iconic elements.
1 https://www.britannica.com/place/Honolulu
Climate
Differentiating from the climate of the United States, Hawaii does not follow seasons. Hawaii is located in its own time zone, called Hawaiian Standard Time. The state does not observe Daylight Savings Time. During mainland Daylight Savings (April–October), there is a three hour difference with the West Coast and a six hour difference with the East Coast. In accordance with that the city separates the seasons with dry and wet seasons, which runs from April to October, and the rainy season, which runs from November to March. The average highs range between 80 degrees and 90 degrees in this tropical paradise, with the average lows ranging between 65 degrees and 75 degrees. The humidity ranges between 67 percent and 81 percent in the morning and 52 percent and 61 percent in the afternoon. You can also enjoy tropical breezes that blow at an average of 11 miles per hour. When you are ready to play in the ocean, you’ll be greeted by water that is between 77 degrees and 82 degrees.1 Contrary to popular belief, Honolulu has dozens of rainy days, 98 to be exact, compared to 270 sunny days on average. The southern part of the island has more predictable weather then the eastern most part of the island where passing clouds and moist air can lead to spontaneous showers, similar to a more tropical climate. Being one of the most natural beauties on the island does have its downfalls. Honolulu suffers from some of the worst natural disasters, including thunder storms, hurricanes and tropical storms, tornadoes, volcanic eruptions, earthquakes, tsunamis and drought. All of these are in constant watch and effect the lives of its habitants and travelers, however the weather is tracked daily in order to provide everyone the mos accurate depictions of whats to come.
1 https://www.teamlally.com/the-honolulu-climate-and-enviroment.php
Attractions
The capital of Hawaii, Honolulu is filled with a plethora of activities. The roots of Hawaii are deeply embedded in Honolulu, from its grand Iolani Palace to its local forests and wildlife reserves. Although Hawaii is known for sandy beach’s and fruity drinks, it’s not the main claim to fame. While sitting on the beach, you can take a catamaran tour to a different part of the island or you can visit some of the most famous historical sites such as Pearl Harbor. Next to Australia, Hawaii has some of the most beautiful coral reefs and see attractions in the world, its waters filled with species only native to the state. The waters, filled with bright, vivid sea life is a direct reflection of the of its land-life, filling it’s hills and forests with creatures only native to the state, ready to greet you upon arrival. The state is more then just a sandy beach chair, it’s a gathering place for travelers and locals to discover Hawaii’s unique history and ecosystem. - The Honolulu Museum of Art
- Valor in the Pacific National Monument
- Diamond Head State Mountain
- Bishop Museum
- Kailua Town
- Waikiki Beach
- Paradise Cove Luau
- Makani Catamaran Sails
- Polynesian Cultural Center
- Lyon Arboretum
- Iolani Palace
- Ala Moana Beach Park
- North Shore
- Manoa Falls
- Hanauma Bay Nature Preserve
- Honolulu Zoo
- Waikiki Aquarium
- USS Arizona Memorial
Demographics
Out of all the islands that make up Hawaii, Oahu (Honolulu being the capital) has the largest population, amounting to about 953,000. Following being Oahu would be Maui, followed by Kauai and the rest, but none comprising of the amount of people and travelers in Oahu. The population make up is one of the most diverse in the union. The population contains of people ranging from Asian, White, Native American, Native Hawaiian, Black, Latino and even Alaskan tribes, the smallest group being Alaskan tribes, however, native Hawaiians are still a smaller portion of that ratio. Honolulu (Oahu) has become the metropolitan mecca of the state, booming with transportation, infrastructure and technology. Contrary to that, the island is filled with top notch educational systems that pride themselves in ecological research and preservation both in land and marine life, given their surroundings. The population of Hawaii hasn’t decreased a significant amount, remaining almost stagnant, previously showing an increase in population this has been intertwined with the growing travel population. Since 2010, the population been growth rate has gone from 1.16% to -0.08%, growing from 1,360,301 to 1,426,393. While population has been almost stagnant, the travel population has boomed and growth, building on the companies infrastructure and helping in the development of a stable, growing economy. Although having one of the high costs of living, the population is generally thriving. Employment is at a record high and the state has very low unemployment (about 2-3 percent less then the national unemployment rate). Coincidently the poverty rate has it that 1 in 6 children under five live in poverty. Contrary to that the median household income for the state has far surpassed that of the national averages by about 14,000 dollars. All of these aspects contributing to the wellbeing and stability of the states economy.
Travel Statistics
Located in the middle of the Pacific Ocean, Honolulu did not become a popular tourist destination until the airplane age. Today, most people who come to Oahu arrive at the Honolulu International Airport. Before 1932, the airport was named after Commander John Rodgers. He made the first flight from the mainland United States to Hawaii in 1925. It is possible to get to Hawaii by cruise ship and travel to the other islands by cruise ship, but the bulk of inter-island travel is serviced by airlines. Hawaiian Airlines has daily flights to Seattle, San Francisco and Los Angeles. The smaller Aloha Airlines also serves the West Coast. All major U.S. airlines fly to the islands. Japanese airlines have daily service to Honolulu and neighboring islands. Honolulu is a hub for many Pacific Islands. Honolulu is located at the crossroads of transpacific cargo carriers, and its port has extensive shipping facilities. The port also serves local industries, including pineapple canneries, sugar refineries, and clothing factories. Oahu Transit Services operates a successful public bus service. The American Public Transit Association named “The Bus” America’s Best Transit System in 1994–1995. “The Bus” transports 260,000 people over 60,000 miles each day. Buses, many of them equipped with bicycle racks, travel throughout the island. With 1,350 employees, “The Bus” is one of Oahu’s largest employers.
The Laylow
Combining mid-century modern design with island influences, The Laylow is a boutique hotel located just a 6 minute walk away from Waikiki Beach in beautiful Honolulu, Hawaii. The hotel is a part of the Marriott’s Autograph collection. The hotel is filled with lush greenery, lounge seating, and teak accents. The Laylow perfectly represents a modern Hawaiian getaway, located right on the burgeoning Kuhio Avenue. The hotel perfectly combines classic charm and hospitality, harkening back to Hawaii’s golden days, while offering modern amenities. Guests can check in on their phones, and can connect their device to their TV. There is a 24/7 fitness center. There is a pool and cozy fire pits for guests to relax by. The hotel is also pet friendly. There is a coffee shop and cafe in the hotel, offering a fresh take on Pacific Rim cuisine for breakfast, lunch, and dinner, and a bar offering fresh cocktails. You can even order a picnic basket to go to take to the beach. Guests get wi-fi access throughout the hotel, ukulele lessons, a $50 credit for a select island activity, daily poolside treats, and cruiser bicycles, among others. The rooms range from roughly $200-$400. The rooms range from a deluxe room with a king bed, to the cabana room with access to the pool, to deluxe suites with complimentary food. The Laylow is a perfect example of modern hotel, that pays tribute to traditional hospitality while offering modern amenities and style.
Boutique Hotel Market
The Retail and Hospitality industries continue to dominate national headlines, with major growth, disruption and uncertainty in each market. Subsequently, there have been several opportunities within the real estate market to innovate the traditional brick-and-mortar retail and hospitality experience. CBRE’s 2018 U.S. Retail Forecast and U.S. Hotel Forecast findings propose a variety of outlooks: - E-Commerce disruptions in the retail marketplace will lead to more collaboration between retailers and landlords - Low unemployment rates and increased consumer confidence has allowed for a strong start in 2018 for retailers and owners of retail centers - 2018 is predicted to mark the ninth consecutive year of rising occupancy in hotels, in addition to a 2.3% increase in average daily room rate (ADR) - Labor shortages and increasing hourly compensation rates for hospitality employees continue to impede grow profits in the hotel industry, making it important for U.S. Hoteliers to effectively control costs in order to allow for profit growth in 2018 As retail and hospitality evolve to keep up with industry demands, retail tenants, restaurant proprietors, hospitality experts and real estate executives are working together to deliver quality experiences while maintaining a valuable return on investment. In doing so, these tenants and retailers are engaging in what their new customer wants and are capitalizing on that. Delivering fresh, customer centric content and experiences is what is allowing business to prosper and thrive. The boutique hotel market have grow exponentially and sky rocketed in numbers. Brands following in suit are Salt Hotels, EVEN Hotels, Lark Hotels, Cordis, Hotel Jen, and The Graduate. With retailers and chains like Marriot and W right behind them as well. “People really want to connect with their hotel in a different way, and get insider information about the area they’re visiting,”1 1 http://fortune.com/2015/05/08/6-newest-boutique-hotel-chains/
Local Competition
Within the booming city, there are dozens of local places to stay that can capture similar market shares. Our customer is looking for a metropolitan stay centered around the laidback, island life of Hawaii. In Oahu, majority being in the vicinity of Wakiki and Honolulu, there are nearly 70 boutique hotels and rentals for travelers or staycationers, all offering different incentives and activities. The Surfjack Hotel, a local boutique hotel, is one of our main competitors. While other luxury hotels are in the local market, the Surfjack Hotel has the potential to capture the same market share and the capability to develop a concept in order to encourage customer engagement. Surfjack Hotel is another similar boutique hotel in Waikiki, located a 10 minute walk away from Waikiki beach. Similar to the Laylow, Surfjack offers a classic Hawaiian feel with a contemporary twist. Amenities include an award-winning restaurant, serving modern island cuisine right by the hotel’s pool; a cocktail bar; poolside movies. The resort fee covers daily coffee, a snack basket, board games, towel rentals, pool access, and bike rentals. There is a boutique shop inside the hotel, Olive and Oliver, selling authentic beachwear for men and women. They also have a connected cafe and espresso bar. Certain rooms offer large private decks. All rooms feature flat-screen TV’s, WiFi, mini-fridges, and boutique bath products by Davines. Room rates range from $200-$450. The Surfjack has a similar relaxed, contemporary vibe to the Laylow, making them important competition to consider.
Pop-Up Initiative
Our goal for the pop up shop is to bring the hotel alive more then it already is. The Marriott autograph collection hotels are a series of contemporary, metropolitan hotels. Each has been curated in a way that it reflects the spirit of the city and its rhythm , delivering it to the guests first hand. Each is centered around the idea of making travel easier, fun and stylish with ease as they offer a plethora of activities and are centered around major attractions in the city’s they are placed. With Laylow, the hotel is conveniently centered in one of the most populated hubs in all of Hawaii. The island is a vast oasis of culture, style, color, flavor and leisure that draws hundreds of thousands of visitors every year. In creating the pop-up shop, our main concern was blending the idea of experience with retail in a way that it would seamlessly integrate into the lives of our guests. We wanted to develop an unobtrusive way to delver quality product and content without disrupting the current environment but complimenting it and embodying all of the tings that make this stay unique. In doing so, we chose not only products but a promotional event that would allow this to all unfold the way we want. Our products are all contrasting the essence of the island, bright in color and classic in style while being minimal and simple in design, allowing the focus to stay on the adventure rather then the material. The brands we are using reflect the spirit of Hawaii and embody the same values that Laylow does, complimenting the lives of the wearer on their daily adventures. Each pieces is versatile enough to take on the day at the beach or during an adventure in the forest. Launching the product will be done in a way that will mirror what the guests will look forward to upon arrival, light, encouraging foods and refreshing cocktails from local sources, featuring classic Hawaiian fruits and dishes. The choice of influencer’s will be selected based on their views on leisure life and the idea that they will promote our vision for a health, happy and exciting life, enjoying the idea of spontaneity and excitement.
Target Customer: Female
Name: Piper Occupation: Senior concept designer at Starbucks Location: Seattle, WA Income: $150k Education: BA in design media arts, UCLA Sign: Capricorn Like to travel to places with great art scenes, i.e. Nashville, Munich, Montreal Psychographics: loves to visit art museums; ideal weekend is reading by the pool; loves hot yoga; has a cat named Berlin (she’s never been but wants to go) Piper is one of the most bubly girls you will meet, and has been since college. She and her three best girlfriends Kelsea, Jalena and Marissa all enjoy leisure life. They love visiting metropolitan towns and building on their taste pallets, trying new and exciting foods. She tends to travel often, given her job, she is always in search of flavor and unique materials. Her bucket list destination is Berlin, where her family heritage is based. She loves experiences, she does everything she can without question. Her family, Piper being the 2nd youngest, is a mix bunch. Her father and brother love being active however her mother and sister like to relax and shop, so going on vacations can be head-butting at times, but they all enjoy themselves when they are together. As much as she loves dog, she is a cat girl, and loves her 4 year old Berlin. When traveling or adventuring she stays with her parents but when she is not traveling or adventuring, Piper and Berlin love sitting on the couch watching The Crown and HGTV together, one of her favorite things to do being creating Pinterest boards. She tends to destress over yoga on Saturday mornings followed by coffee with the girls. She loves life and lives care free, not worrying about whats next.
Target Customer: Male
Name: Riley Occupation: Co-founder of small local chain of lunch and coffee shops Location: San Diego, CA Income: $85k Education: BBA in International Business, UT Austin Sign: Taurus Likes to travel to exotic beach destinations, i.e. Hawaii, Thailand, Australia Psychographics: loves to cook with fresh, local produce; loves to surf; swims laps for exercise; has a dog named Ralph. When he is not working being an entrepreneur, Riley is adventuring. Rock climbing, jet skiing, swimming, diving, skydiving, you name it. He is a name of spontaneity, he enjoys the journey just as much as the adventure. He made three very close friends while studying at UT Austin and he tries to see them as much as he can, one being his partner running his businesses. They regularly go on trips together, most recently returning from Morocco. When he is not running rampant with his friends he is home exercising with Ralphy, his chocolate lab. A 5 year old puppy they are virtually inseparable, which is partly why his shops are all pet friendly and offer treat for your four legged friends in addition to human treats. His family is also very important to him, he make sure to see his family on Sundays for dinner, coming from a modest family having 2 sisters and a brother. Given the family is all pretty active, they try to take a least one family trip a year to bond and experience new things together, their last trip to Grand Cayman allowed them to catamaran around the island, diving and swimming with dozens of sea creatures followed by zip lining tours of the island. While active he still enjoys his days at home and spending time catching up on house of cards and re watching friends.
Product Assortments
Our objective for the shop is to evoke the essence and flavor of Hawaii, and embody the natural flare and style the state evokes. In doing so we have selected brands that will convey our brand message and accentuate the voice of Laylow and all that is Hawaii. Each brand is rooted in its history, remaining true to their brand story and captivating the audiences who continuously follow them. When choosing product, we were careful in choosing pieces that would be visually compelling and eye-catching while remaining subtle. Each piece will play off each-other and the brand identity of the hotel, capturing the spirit of Honolulu and the Laylow Hotel. Our customer, wither a local stay-cation weekender or traveling workers and their families, is someone who will walk in the shop and instantly forget about what was behind them and be immersed in a clean, organic space that invites them to relax and stay a while. Each of the chosen product categories are parts of the whole that are essential travel needs and will accompany the wearer for one lifetime, maybe even two.
Product Assortment: Women’s
Mission Statement: “Combining beach life with city style, Flagpole is designed to take you to the beach and carry you into the evening with flexible styles ready for every adventure.” Brand Values: Quality materials and designs at a valued price. Aesthetic: Color Blocking, Classic silhouettes, Retro preppy Assortment: Bathing Suits, Skits, Dresses, Tops, Pants, Shorts, Purses, and Nail Polish Store Locations: United States: New York, California, Texas, Hawaii, Connecticut, North Carolina International: Mexico, China, United Kingdom, Switzerland, Russia, France, Ukraine Present in 47 locations
Ali RosĂŠ/Tangerine $385.00 XS,S,M,L,XL
Jade Tangerine/Pearl/Strawberry $385.00 XS,S,M,L,XL
Joellen Mango/Capri/Ink $405.00 XS,S,M,L,XL
Electra Watermelon/Deep Navy $385.00 XS,S,M,L,XL
Electra + Ariya Watermelon/Deep Navy $415.00 XS,S,M,L,XL
Casey + Lori Plunge Navy/Key Lime/Green $350.00 XS,S,M,L,XL
Product Assortment: Men’s
Mission Statement: “As we expand, it’s important for us to stay true to that brand identity we established four years ago, regardless of what new areas we expand into.” Brand Values: Saturdays NYC strives to provide their customer with a modern, but relaxed beach lifestyle as a menswear line. The brand puts a great deal of thought behind every decision to ensure it is inline with the Saturdays brand. Such thought is seen through their choice to locally source materials, design modern apparel, and curate their stores to be clean and minimalistic. Aesthetic: Relaxed, clean, modern, and tailored surfer lifestyle clothing. Assortment: Swim, Button downs, T Shirts, Shoes, Tank Tops, Hoodies, Pants, Shorts Store Locations: USA: Crosby Street, West Village International: Japan: Tokyo, Kobe, Nagoya, Osaka, Hankyu, Australia: Sydney, Melbourn
Grant Boardshort Dusty Amber/Ivory $85.00 28,29,20,31,32,33,34,35,36
Timothy Paradise Swim Trunks Paradise Print $115.00 28,29,20,31,32,33,34,35,36
Colin Solid Boardshort Stone Blue $85.00 28,29,20,31,32,33,34,35,36
Ennis Boardshort Brick/Midnight $85.00 28,29,20,31,32,33,34,35,36
Product Assortment: Optical
Mission Statement: SALT. is a premium eyewear brand from coastal California that is committed to quality construction and timeless design inspired by effortless beauty. Brand Values: “We strive to create products that capture the casual elegance of California’s aspirational lifestyle. But of course, design means more than just great style. It means creating the perfect fit. Something that Salt focuses on through every step in the process—from inspiration, to materials, to construction, Salt believes that eyewear should do more than just look good; it should fit perfectly too.” Aesthetic: Californian style, natural tones, timeless frames. Assortment: Sunglasses, Prescription optical glasses, and readying glasses. Store Locations: USA-897, Europe-415, Asia Pacific-153.
LOPEZ Cognac/ Black $430.00 Polarized CR39 G15 Lens
PARAGON White Gold/ Black Sand $510.00 Polarized CR39 Lens
HESSEMAN Honey Gold/ Black Sand $460.00 Polarized CR39 Lens
DIBERGI Antique Rose/Rose Gold $510.00 Polarized CR39 (Mirror)
BRIDGES Honey Gold/ Trad. Silver $490.00 Polarized CR39 (Mirror)
RIDGEWAY Lead Gradient/Nude Tortoise $510.00 Polarized CR39 Lens
Product Assortment: Accoutrements
Mission Statement: “Playing with nature from the streets, plant-based scents, and the Pacific Northwest environment, Maak Lab works to reconstruct the ephemeral moments from nature for utility, habit, and pleasure.� Brand Values: Environmental, Natural, Transparent, Clean, Experimental Aesthetic: Simple, Fresh, Earth Toned, Warm, Essential Assortment: Lotion, Candles, Soaps, Towels Store Locations: USA, England, Japan, Norway, South Korea, Switzerland, Canada Flagship in Portland, Oregon Total Stores: 42
LABSIDE WET SOAP Yellow 4.5oz/12.5oz $10.00/$20.00
DOUBLE BAR SOAP Multi 4oz $15.00
FIRLOW SHAMPOO White 12oz $22.00
LABSIDE WET SOAP Red 4.5oz/12.5oz $10.00/$20.00
EUCALER CONDITIONER White 12oz $22.00
Marketing/ PR
To promote the launch of the new store, we will have an opening to that will first be opened to influencer’s who can successfully deliver the brand message to their followers and encourage and promote the event. Prior to the launch, we will have copy on both the website and Instagram pages that will hint at something new coming to the hotel without releasing major details until closer to the launch. Each brand will curate a selected group of influencer’s based on their specific preferences that will then be sent to the Marriott brand. Once curated, the influencer’s will receive a gift and invitation prior to their arrival. They can then post about the upcoming trip and they can encourage their followers to follow their journey to the hotel. The trip will be covered by the hotel and by the brands, in doing so the hotel will arrange for rooms to be reserved for the influencer’s and they will be given small products from the brands upon arrival to their rooms. This will then lead to the launch the following day, where the influencer’s will be granted priority access to the Laylow shop. The event will be a curated, Hawaiian theme launch filled with color that will allow the influencer’s to post on Instagram and curate stories that will revolve around the leisure life of the island. The days following will be days where the influencer’s will be taken on tours of the island and treated to classic Hawaiian events. Each event they will wear the product that has be made available to them and will be part of the sponsorship. The idea behind the event is to use the influencer’s from all backgrounds and ages to encourages consumers from all different backgrounds and ages to embark on their own journeys and write their own adventure. Our goal and mission is to develop this holistic experience that is attainable to anyone and accessible to anyone. We want to take the exclusivity, or idea of it, and invite inclusivity into the picture. Engulfing the customers in the full island life and experience will help them visualize what the Laylow is all about and will encourage them to spread the word to others and come back again to have that same defining experience that they loved.
Hawaii’s Signature Fruit(s)
Living in Hawaii, you become accustomed to taking fruit from one another. Locals are in the business of sharing their fruit with one another. Some adopting the old tradition of farming while others have abandoned it, the culture of fruit has been intertwined with the native and travelers of the island since its inception. Its fertile grounds and crisp air give it the ideal environment for farming and crop growing. Although known for its vegetation, the island does have to have fruits imported, aside from the local farms the eateries use. The majority of the crops circa 2014 were dominate by sugar and pineapples, however with the desire for more exotic fruits, i.e. mango, avocado, and figs and even the need for more sub tropical fruits like lychee, jackfruit and dragon fruit. Shopping for fruits has not only become a local weekend event, but a travelers paradise. Local fruit markets and farms are the best place to go to get your fix, but if you’re downtown you can always visit the Chinatown market for the experience. - Avocados
- Papayas
- Bananas
- Pineapples
- Ginger
- Rambutans
- Limes
- Strawberries
- Lychees
- Starfruit
- Mangoes
- Tangerines
- Melons
- Dragon Fruit
- Ohi’a ‘ai/Mountain Apples
- Jackfruit
- Oranges
- Fig
Launch Event
Every opening needs a great launch party, so we will not fall short. The launch event will embody the flavor and essence of Honolulu. The event will be hosted by the hotel in partnership with the brands. The food and drinks will be catered by the hotel and the exquisite chefs that they have on staff. The selection of food will be all of the local favorites, and will be given local names. The food will use selected ingredients that will embody the flavors of Honolulu and the essence of all things Hawaii. There will be two launch events, one for the influencer preview and one for the launch of the party for the guests. Both will be catered with the same foods and drinks, just open on different days. The event will start at 2pm, just the following day after the influencer arrive. Prior to that day they will land at Daniel K. Inouye International Airport, and driven to the hotel to settle. After they landed on the island and enjoy a luau for their first night of Hawaiian Culture. The event will run from 2-6 the following day with pool on the deck available for them to use while they shop, drink and eat. Following the event will be a late night after party. In the following days the shop will open to the public. Featuring these designers will be the initial trial run for the prosperity of the store. Later the shop will feature different products and collaborators. Some being local artists and others that will embody the life of the brand. The space can all be maneuvered in a way that furniture can be moved and it can be arranged in a way to use the space as a hub during private events or other influencer events in the future. The dished we will serve will be island based with a contemporary twist, think tacos, corn salsa, banana leaves, avocado spears, and proteins like chicken, shrimp and fish. These dishes will be perfect pairings with the signature cocktails that will be served during the launch event.
Crafted Cocktails
To give the launch event the touch of authenticity that we are looking for, we will be crafting cocktail specific to the event itself. Utilizing the bar and the services that are already existing in the space, and refining the menu for the event. Given that the growing season is an all year spectacle, we have options to get out hands on dozens of signature fruits and even vegetables at our disposal. The vibrancy and energy of these materials is what makes the menu unique and different, bring the taste, smells, and textures of Hawaii. The island life is all about drinks, drinking and more drinks. Casual drinks at breakfast turn into fruity slushes with straws by the beach to sophisticated cocktails and after diner drinks at night. Not only centering the drinks around the vegetation but also centering the drinks and foods around local hot spots and attractions. The mixologists will perform the drink making in front of the guests, some being prepped prior to the arrival to have the atmosphere ready when the launch begins. The drink mixing will be done using Laylow specific equipment and will add life behind the bar while the action with the store, pool and music are surrounding the other parts of the space. With rum being the synonymous drink of the islands leisure life, followed by tequilla, we will craft cocktails that will compliment the daily lives of our guests and the flavors of the foods. The foods we will use for the event will all be local, organic, fresh foods (some being outsourced) accentuation the flavor of the drinks. Each of which will go hand in hand together to create a seamless and holistic experience. Our modern takes on classic drinks will be things like Maui Mai Tai’s, Luau Lychee Martini, Paradise Cove Pineapple Daiquiri, Diamond Head Dragon Fruit Margarita , Spicy Manoa Margarita, Waikiki Watermelon Martini, Ala Moana Spiked Apple Tea and Strawberry Mellon, Mint and Coconut Mojitos. The range of colors and flavors will be a direct contrast to the product lining and compliment the existing branding of the resort.
Influencer Marketing
The age of influencer marketing has changed out perception of how we market products. We have entered the fourth industrial revolution, being surrounded by technology and adapting to change faster then previous generations. Companies are finding that re-branding and digital public relations have been game changing in the landscape of retail. Putting an influencer in your products can turn a 30,000 dollar business into a 300,000 dollar business. Finding the right influencer for your brand is also a key component to assuring proper brand awareness. Your brand identity relies on how people perceive it through digital marketing. Using influencer’s in hospitality allows their followers to adapt to the lifestyles of their favorite influencer’s. They can get a holistic view of their brand identity and how they choose to live and travel. Travel has also been growing over the past decade, with the younger marketing buying fewer clothing items, investing in pieces and saving money for travel and recreation activities. Rather then marketing a product, our goal is to use these influencer’s to market the space and the experience with the addition of retail filling the gap of the quality essentials that they require while traveling. The Laylow hotel is an autograph hotel collection that takes pride in its idea to be different and unique. Given its distinctive location, the hotel becomes a beacon of bright, island fun surrounded but history and activities. The influencer’s that we have chosen for the launch are all men and women who embody the ideals of the hotel and the desire to travel and urge to have fun. These men and women have gained several thousand followers through there unique brand identities and qualities. Each have built their brand around travel and product advertisement which fits right in to the concept that we have for our new shop. In doing so, the digital marketing component of our initiative will encourage a growth in the audiences that we see coming to the hotel.
Justin Livingston 306k
Anthony Urbano/ Spencer Light 79.9k/895
Moti Ankari 184k
Liftstyle Blogger
Brand Ambassadors
Liftstyle Blogger
Lee Litumbe 89.7k
Janelle 68.5k
Cheyenne Adler 10k
Liftstyle Blogger
Brand Ambassador
Liftstyle Blogger
Each influencer will support brands accentuating their personal aesthetic
Influencer Gift Box
When marketing towards influencer’s, the even starts long before their arrival to the destination. Collaborating with the list of influencer’s given between brands, we will market a invitation that we will send to each influencer. The invitation will be given as a “save the date” for the upcoming event. It will be sent to the influencer’s 1 month prior to their stay at the hotel so to build content to hype the launch. Once they receive the invitation they will RSVP as to record how many (and their guest or partner) will be coming to the event so to reserve space. In doing so the influencer’s will post about the box and what they got inside. Inside the box they will have a gold pineapple, which they can use to post instagram content to build up the brand awareness, a custom bathrobe with their Initials done in the signature Laylow pink color and the invitation to the event with everything they need to know on a post card style invite. The even will in term cater to a diverse demographic and allow for it to reach multiple audiences. The chosen blogger’s for our concept have all become influential in their work and have gained market share by posting refreshing and creative content to their followers. Keeping in mind the brands aesthetics and vision, these influencer’s will promote the lifestyle and wellness of The Laylow throughout their journey, recording as much as they can. Building on the brands already existing aesthetic, these influencer’s will work with the brands ad their teams to effectibly market and promote the products and lifestyle of the hotel and island.
Store Development
Distribution of the main store design: Top wall designed like a ripple/ “pool”/ sea feeling 2. Wall: Middle: women’s swimwear (top 4 popular items on the top; others styles on the bottom) Left & Right: displaying prop in summer(top), sunglasses (middle) & men’s swimwear (bottom) 3. Mannequin in the center display table Mannequin - show the hottest style and the feeling of the summer & our store Display table can be made of 4. Materials: still can be wood (because whole hotel feels like all in wood)
FLAGPOLEPURSES + NAILPOLISH
SALT FITTING AREA
CASHDRAWER FLAGPOLE SATURDAYS
LOUNGE
ENTRANCE
LAYLOW SHOPS- OVERALL SHO
These are just wireframes of the shots that will be ren swatches of intended materials for certain aspects. Also out of time to get this to yall for a first lo
What I was trying to achieve was the overall look of th brand. Materiality and color will be the aspect that blen look o
CASH DRAWERELEVATION
Tropical plants will flank cash drawer
OT
ndered out. Material still needs to be applied but I will include o the back corners of the shop still need to be built out more, ran ook (sorry!) but it will be built out for final render.
he hotel while creating a separate space that is tailored to the nds the spaces together while different displays will highlight the of each brand
TABLEWOOD
TABLE COUNTERTOP
FT. WALLWOOD
LAYLOW SHOPS- SATURDAYS
Igno
BACKDROPCOLOR
SATURDAYS ELEVATION
ic
op m o pr
ic
op m o pr
mirror
shirt/shorts dis.
feature hanging dis. footwear dis.
swimwear dis.
ore brick wall, that will be changed to a front shop display window
COPPERHANGING POLES
In order to get a more masculine feel, use of a dark wood and the dark teal color are used while the light pink tables bring some lighter colors in.
LAYLOW SHOPS- FLAGPOLE
FLAGPOLE ELEVATION
op m o pr
ic
purse dis. shelving
op m o pr
dress dis. mirror shirt/shorts dis.
purse dis. table
s
pi
The back left corner of this shop will be for the purses and nail polish. Will get built out in similar way. Elevation provides more detail about this wall. Ignore the brick (that will be changed to the shop display window)
WALLPAPER
DIS. SHELVES
To distinguish the two clothing lines, and to create more femininity, the LayLow wall paper will encompass the back wall. Open shelving will create a more airy look while still tieing into the Saturdays shop with the same wood and pole material and display tables.
COPPERHANGING POLES
c
ic
op m o pr
swimwear dis.
dress dis.
shirt/shorts dis.
PURSE FT.DIS
LAYLOW SHOPS- SALT.
DIS. SHELVES
SALT. ELEVATION
feature shelf dis.
i op om pr
c
mirror shelf dis.
drawer storage
To bring line or f colors t
The back right corner of the SALT. shop will be built out more in the same fashion as the rest. Also the view will change to the corner of the SALT. shop once the other wall gets built out.
BACKSPLASH
DIS. SHELVES
DRAWER WOOD-COUNTERTOP
g the two styles together, this brand is neither mascufeminine. Therefor netural colors will be used. Warmer to simulate the sunset are used to relate to the brand vibe while still being in the “LayLow� theme.
Store Logistics
Space Around 600 sq ft (As a chair is 4.5 sq ft) Width 13x4.5=58.5 length 15x4.5=67.5 total=3948?? Clean, modern aesthetic ; Enough space for customer to shop Sales Associates At least 2 sales associates at the busy hours (2-5pm buying swim wear to swim) Fixtures Furnitures (chairs, lounge) Display walls, shelves, mirrors, display cubes Cashier table Hours 10am - 6pm (because the hotel will start the breakfast at 7am; sunset around 6pm and less people will go to buy swim-wear to swim) Operations (technology) Display mon - advertisement/ mix and match of the products and promotion picture
Conclusion
Honolulu, starting out as a congregating place, has turned into a mecca for island life and prosperity alike. The inhabitance of this island have made it so that it has become a global icon in the eyes of the world. When you think of Hawaii, you think of beautiful, spacious beaches, toes in the sand with a crafted cocktail in your hand awaiting your next adventure. Rooted in its history, the island has since discovered new ways of agriculture, infrastructure and economy that have allowed it to prosper even during its darkest times. The island has become flooded with boutique hotels, metropolitan restaurants, and expertly kept beaches. In doing so the life on the island has seen significant growth and the travel population has growth exponentially. We set out to turn one of Hawaii’s most unique hot spots into a new frontier for experiential retail. The concept we have is to take the existing shop at The Laylow Hotel and turn it into an entity more then just another shop. Our goal is to turn the shop into a revolving pop up shop for brand and local artists to flourish and build on both their brand awareness and the awareness of the brands involved. While our ambitions our high, we have allocated enough efforts into all areas from the initiation to the event launch that we can ensure that we will see a spike and refresher in the clientele that are coming through the hotel doors. Highlighting key components and ideals that are seen throughout Hawaii. The people we have chosen to build on the brand are people we believe will encourage growth through digital marketing. In part with digital marketing, our over arching concept to deliver a visually compelling, holistic experience that will change the way brands combine their efforts with those of other industries and build on their brand portfolios to further gain market share.
Sources
- https://www.encyclopedia.com/places/united-states-and-canada/us-political-geography/ honolulu - https://www.teamlally.com/the-honolulu-climate-and-enviroment.php - https://www.britannica.com/place/Honolulu - https://www.10best.com/destinations/hawaii/honolulu/attractions/best-attractionsactivities/ - https://www.smartdestinations.com/blog/7-must-do-things-in-oahu/ - https://www.bodyglovehawaii.com/blog/60-sea-life-found-only-in-hawaii - http://dreaminghawaii.com/dhcom/islands/oahu/ - http://worldpopulationreview.com/states/hawaii-population/ - http://www.hawaiitourismauthority.org/default/assets/File/about/HTA-2017%20 Annual%20Report.pdf - http://www.hawaiiqualityoflife.org/issues/economics/ - http://www.honolulumagazine.com/Honolulu-Magazine/December-2016/The-EssentialGuide-to-Local-Fruit/ - https://www.thespruceeats.com/hawaiian-seasonal-fruits-and-vegetables-2217160 - https://www.shermanstravel.com/advice/drink-your-way-to-paradise-5-must-siphawaiian-cocktails-where-to-try-them/ - http://www.bizcommunity.com/Article/196/18/176775.html - https://www.bisnow.com/denver/events/hotel/Denver-Retail-Hospitality-2018-1092 - http://www.waimea.com - https://www.elanaloo.com/laylow-waikiki/ - https://www.gohawaii.com/islands/oahu/regions/honolulu - http://fortune.com/2015/05/08/6-newest-boutique-hotel-chains/
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