Advance Strategy
Welcome We’ve been expecting you
C ON T E N T S Our Approach
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What’s Next
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Your Team
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“ 3 IN 4 MILLENIALS SAID THEY’D RATHER BUY AN EXPERIENCE THAN A PHYSICAL GOOD
Brian Chesky Airbnb CEO
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Advance strategy overview
Our approach is different
Research We start with a thorough exploration of your values and vision. We use custom-designed games and tools to dig deep into your business goals and aspirations.
Analysis + Scenarios We synthesize and analyze the data, define performance objectives, frame opportunities and prepare weighted “probability of success� scenarios.
Development We refine and hybridize the highest pe forming scenario, validate performance objectives against your vision/feasibility/ viability and assess for sustained success over time.
Recommendation We deliver a comprehensive report of findings with recommendations, deve op an implementation roadmap, secure stakeholder alignment and engagement.
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DATA IS POWER - IF YOU KNOW HOW TO USE IT.
Data not
Diva. THIS IS WHAT WE DO. B+H ADVANCE STRATEGY
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Creating a compelling destination experience requires vision, enterprise and holistic thinking.
1 / The Wellness Factor
WHAT’S NEXT
Cleaner, smarter guestrooms, space for a yoga mat, healthy food & beverage programs and wellnessfocused experiences win over high tech gimmicks.
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3 / Local Culture Travelers are increasingly flocking to B-list locations. They seek to live like locals in previously underrated neighborhoods and gritty urban hubs that are rich with local culture.
2 / The Single Life The number of singles of all ages is growing rapidly around the world. The solo lifestyle is seen as the key to freedom and affluence.
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4 / The New Soul Food Sales of plant-based food in the US topped $3.1 billion in 2017. The next generation of diners is concerned with health, climate change and animal welfare. Socially responsible indulgences are in high demand.
7 / Experiences over Things Brands are looking to create unique, immersive experiences for their guests. Pop-up hotels inside established properties create curated, memorable experiences.
5 / Pop-up
6 / Secret Locale
Brands are looking to create unique, immersive experiences for their guests. Pop-up hotels inside established properties create curated, memorable experiences.
Secret locations are becoming the newest indulgence in luxury travel. The hottest commodity is mystique.
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MEET THE
TEAM
Ch ris ta J . Stephen B.
Lauren R .
Kat y C .
Jo s lyn B.
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Coterie Worklounge Redmond, WA
Joslyn Balzarini Principal IIDA, NEWH
Coterie is designed with the comfort of a lounge, the culture of an upscale bar, and the performance of a tech offic Unique in the marketplace, Coterie differentiates by providing a more sophisticated aesthetic, flexible work space opti ns, food service, a balance of public and private space, and a number of unique meeting spaces like the fire chat room Classic design and tailored detailing enrich the traditional elements of the space through the use of warm metals, plush upholstery and residential styled lighting. Meticulous attention to detail throughout is emblematic of the quality of Coterie’s services.
Major Projects Next Hotel - Melbourne Australia Coterie Worklounge - Seattle, WA Hilton Midtown - New York, NY Hilton Executive Lounge - Multiple Locations Herb N’ Kitchen - Multiple Locations The Bravern - Bellevue, Coterie Worklounge - Seattle, WA Hilton Midtown - New York, NY Hilton Executive Lounge - Multiple Locations Herb N’ Kitchen - Multiple Locations The Bravern - Bellevue, WA
Fun fact: I can bust out Sir Mix-a-Lot’s “Posse on Broadway” anytime,anywhere. Just hand me a mic. Favorite cocktail: Pisco Sour Favorite bite: Oysters with mignonette Favorite karaoke song: It Was a Good Day, Ice Cube Party trick: With 15 minutes notice I can host a cocktail party for around 20 people.
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Hilton Executive Suite New York, NY
This prototype for Hilton’s global Executive Lounge Program redefines the lobby experience in New ork City’s largest hotel. Espresso woods, brass and bronze metals and polished marble floors give an uptown look to a midtown property. This example is one of many that we rolled out globally for Hilton Corporation.
Herb N’ Kitchen New York, NY Communal tables and a transformable environment create intimate appeal within this 300-seat restaurant space. A marketplace “grab and go” feature provides alternatives for busy guests while creating interest and a buzz of a ctivity. The adaptable design allows the daytime lunch space to reinvent itself as an intimate lounge experience in the evening. This concept was prototyped in NYC then rolled out across the country. B+H ADVANCE STRATEGY
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The Julia South Beach, FL
Stephen Busto Design Director | Senior Associate NEWH
“Channeling an Edwardian ladies’ solarium, tones of pink, coral, and taupe, create an inviting salon. Custom art and installations curated from my global perspective ensure that late Victorian panache are ever-present”
Major Projects Anderson Park Hotel - Redmond, WA Norwegian Cruise Lines, Ship NCL 707 Celebrity Cruise Lines, Ship: Edge Norwegian Cruise Lines, Ship: Dawn Caneel Bay Resort - St. John, US Virgin Islands Porfirios Restaurante - MIami Beach, FL Mastros Restaurant - Multiple Locations Hilton Bistro, Avenue of the Americas - New York, NY Acqualina Resort & Spa, Sunny Isles, FL Flying Spoons - Various Locations The Julia - South Beach, FL Embassy Suites Hotel - San Francisco, CA Hilton Hotels Worldwide - McLean, VA Hilton, Avenue of the Americas - New York, NY Hilton New York City - Executive Lounge Marriott Spring Hill Suites - Various Locations Casa De Ama - San Jan Capistrano, CA Hyatt Regency - Aurora, CO Hyatt Regency - Denver, CO
Fun fact: I had my first solo art show at the Foothills Fashion Mall in fourth grade Favorite cocktail: Lychee Martini Favorite bite: Shumai Party trick: “Glistening” the art of appear to listen, while glancing around the room looking for a more interesting conversation.
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Acqualina Resort Sunny Isles Beach, FL “This coastal property for luxury travelers embraces the feeling of a fi th avenue town home transported to the beach. Rosewood and bronze are the foundations for shimmering tones of taupe, cream, greige, and grey allow the Florida sun to paint the room in shifting light”.
Porfirio s Miami Beach, FL “I combined my love of handmade elements and midcentury modern greats like Luis Barragan for Porfirio’s I brought it to life with rough-hewn timber, hand glazed tiles, cast glass, and a custom lighting installation of hand blown glass droplets that twinkle like fireflies on a hot Mexican nigh ”
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River Terrace Inn Napa, CA
Katy Clark Project Manager | Interior Designer NEWH
Major Projects
A featured painting by a local Napa artist provided by the Ownership set the tone for a “Rugged Romance” experience. Implemented as an over-scaled feature backdrop to the bed, the artwork inspired romantic features such as gas fireplaces and spacious, spa-appointed guest baths with custom operable wood shutters that reveal views to the Napa River and beyond from the luxurious soaking tub. While the overall palette was light and romantic, a little masculine charm and a few strategic rough ‘rugged’ edges intentionally convey a more casual atmosphere.
Kona Kai Resort - San Diego, CA River Terrace Inn - Napa, CA Hilton Garden Inn - Salt Lake City, UT Embassy Suites - Salt Lake City, UT Little Palm Island - Little Torch Key, FL Hampton Inn & Suites, Naval Training Center - San Diego, CA TownePlace Inn & Suites, Naval Training Center -San Diego, CA Embassy Suites, Naval Training Center - San Diego CA Courtyard Marriott, Gaslamp - San Diego, CA Crowne Plaza - Seattle, WA Inn At The Market - Seattle, WA Wasabi Bistro - Seattle, WA La Lot - Seattle, WA Rogue Kitchen and Wetbar, Gastown, Broadway - Vancouver BC Boathouse - Vancouver BC
Fun fact: I believe that food is the basis of life- to that end I take several culinary classes including recently a course on whole-pig butchery. It was extremely enlightening and enriching. Favorite cocktail: Wine- all day e’er day. Favorite bite: All bites have potential; I’m not picky and would never turn down a new taste. Favorite karaoke song: Rocket Man, Elton John Party trick: I am VERY skilled at flip-cup; I can go stone-cold pro at a moments notice. B+H ADVANCE STRATEGY
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Kona Kai San Diego, CA
Two distinctly separate high-design fashion concepts co-exist to set these new rooms apart from the existing resort. High-end spa meets San Diego comfort in a sophisticated and calming coastal design for the Luxury Suites. The more youthful Junior Suites feature a much more vibrant and outgoing take on the eclectic SoCal vibe. Both concepts create a look and feel guide for a future refresh.
Avalon Bay Studio San Diego, CA
Where do you go to see and be seen when you’ve outgrown the post-college social scene? We wanted to create a space that feels grown and sophisticated without seeming unreachable. A place where Hollywood’s latest it-writer might hang out incognito. We curated a palette that was calm and sophisticated with some eye-catching moments of ‘wow’ including an integrated back-lit ceiling to wall to communal table onyx panel system that functions as a room divider, a work counter, and a feature lighting element.
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Antonio Spa Seattle, WA
Christa Jansen Design Director | Senior Associate IIDA, NEWH
Major Projects
The client’s dream was to create a high-end spa environment without being pretentious and intimidating. Many urban spas are hidden behind closed doors - but we intentionally created a more open, friendly and welcoming spa experience by using soft drapery in lieu of walls, softening and allowing the abundant natural light to flow though the space We used light-colored surfaces to reflect the light and make the space feel la ger, and a handpainted mural by a local artist make the spa a uniquely Seattle experience.
Antonio Spa - Seattle, WA Coeur d’Alene Tribe Resort - Worley, ID Century Square - Seattle, WA Costa Ladera - Baja, Mexico Ahwahnee Hotel, Wawona Hotel & Curry Village Yosemite National Park, CA United Airline Lounge O’Hare - Chicago, IL Alaska Airlines Board Rooms - SEA, SFO & LAX
Fun fact: My most interesting assignment as a designer…traveling through a California National Park incognito to document various lodging experiences. I stayed in everything from a suite in a grand, historic lodge to a drafty tent-cabin. Favorite cocktail: French 75 Favorite bite: Truffle fries Favorite karaoke song: sk8r boi, Avril Lavigne Party trick: Dance-off
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Coeur d’Alene Tribe Resort Worley, ID The resort is located at the junction of two stunning yet contrasting regions; the Bitterroot Forest and the grass-covered hills of the Palouse. We based the resort’s design on the idea of these two very diverse but equally dramatic regions converging in a third, distinct place that captures the essence of both. We used warm, natural and familiar materials in new ways to provide both a connection to place and a sense of wonder. Handmade pieces by tribal artisans honor the community’s traditions and future.
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Lauren Reimer
Abigail Caldwell
Interior Designer
Project Architect
Major Projects
Major Projects
Confidential Tech Client - Seattle, WA
Ava Studio City Leasing Center Los Angeles, CA
Xnor.ai - Seattle, WA
Avalon Bay Studio City Apartments Los Angeles, CA Fun fact: I believe that food is the basis of life- to that end I take several culinary classes including recently a course on whole-pig butchery. It was extremely enlightening and enriching.
Hampton Inn and Suites, Liberty Station San Diego, CA Towne Place Suites, Liberty Station San Diego, CA
Favorite cocktail: Wine- all day e’er day.
Embassy Suites, Liberty Station San Diego, CA
Favorite bite: All bites have potential; I’m not picky and would never turn down a new taste.
Sage Lodge - Pray, MT
Favorite karaoke song: Rocket Man, Elton John
The Swexan Hotel - Dallas, TX
Party trick: I am VERY skilled at flip-cup; I can go stone-cold pro at a moments notice. Fun fact: As a kid I wanted to grow up to be Indiana Jones (bonus fun fact: I still do!) Favorite cocktail: Manhattan. A Sazerac (whiskey, obvs) when I’m feeling fancy. Favorite bite: Grilled octopus Favorite karaoke song: S.O.B by Nathaniel Rateliff. Or Like a Prayer by Madonna. Or Magic Carpet Ride by Steppenwolf. Or Timber, by Kesha. Most things by Kesha. And Queen. And CCR. Party trick: Having a high tolerance.
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WE’RE EXCITED TO SEE WHERE THIS JOURNEY TAKES US
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Advance Strategy
Joslyn Balzarini
Doug Demers
Principal, destinations
Managing Principal, Advance strategy
joslyn.balzarini@bhadvancestrategy.com
doug.demers@bhadvancestrategy.com
