Wk 15 marketing & branding

Stakeholders, Customers, & Branding

Angela . Casey . Chanerica . Chimene . Micayla

Building Social Capital ● Businesses with a greater purpose perform better in the long run ● Important to show San Francisco that we value our relationship with the city and local culture ● Partnerships that might not generate high revenue initially but that will establish social capital and brand equity are of high value

Retail Co-op

For HOTEL: -

Source of revenue Area to put ammenities Added service for guests/locals Way to bring local into hotel

For PARTNERS -

Real estate for goods Exposure to community & guests Able to interact with customers Partially staffed by hotel Source of revenue

Restaurant Co-op

For HOTEL: -

Source of revenue Way to offer food to guests Potential draw for locals Keep guests in hotel

For PARTNERS -

Opportunity for local chefs Real estate Less risk than opening their own location Built in customer base Source of revenue Partially staffed by hotel

Supplier Co-op

For HOTEL: -

Provides needed resources Way to bring local into hotel Reduce carbon footprint Potentially help to staff/run garden & restaurant Lower cost of materials (food items)

For PARTNERS -

Source of revenue Real estate in garden Able to interact with customers Network with other suppliers

Garden Co-op

For HOTEL: -

Provides needed resources Reduce cost of materials Urban hotel sanctuary Point of interest Educate community on food/nutrition

For PARTNERS -

Real estate for growth Network with other suppliers Teach others trade Promote sustainable industry

Workshop Co-op

For HOTEL: -

Programming for hotel Way to bring local into hotel Added service for guests/locals Way to partner with diverse people Source of revenue (non-guests)

For PARTNERS -

Exposure to community & guests Source of revenue Teach others trade Real estate for community outreach

Archetypes

the explorer “all good things are wild & free�

Age range: 25 - 38 years old Birthplace: Altus, Oklahoma Last vacation spot: Fjordland National Park, New Zealand Job: Civil Engineer Personality: Adventurous, independent thrill seeker Relationships: Brief and dynamic Favorite Food: Smoky garlic Quinoa Stir Fry Last Weekend I...: Attended a foreign film festival

the jester

“Women, Wheels, Whiskey�

Age range: 30 - 49 years old Birthplace: Ramsey, NJ Last vacation spot: Toronto, CA Job: Designer/Architect Personality: Concept shifter Relationships: Intellectual connections Favorite food: Sashimi Last Weekend I...: Hunted upstate with my dog

the creator

“see what others don’t see”

Age range: 25 - 45 years old Birthplace: Chicago, IL Last vacation spot: Cusco, Peru Job: Creative Strategist Personality: Outspoken, opinionated idealist Relationships: Meaningful and diverse Favorite food: Dim Sum Last Weekend I...: Roamed the installations at Art Basel, Miami

the regular guy

“I don’t trust words, I trust actions”

Age range: 35 - 55 years old Birthplace: Frankfurt, Germany Last Vacation Spot: Aspen Job: Software developer Personality: Reserved, Eco friendly thinker Relationships: Casual and friendly Favorite food: Hibachi Steak Last Weekend I...: watched the Mayweather and Pacquiao fight at the bar with friends

Pillars Foundational Motives Participatory Hospitality: Sharing the responsibility of creating the hotel experience with staff and guests Dynamic Neighborliness: Investing ourselves into our community such that mutually beneficial, unquestionably genuine relationships are formed

Contributional Economics: Building a hotel that’s symbiotically linked to the community, where our economic success equals that of those around us

Liberated Interactions: Breaking down social barriers enforced in traditional business and encouraging organic human connection; also creating connections with professionals who might not otherwise interact

Anchoring Design: Positioning design as a memory-creator, a tabula rasa for stories to be told and experiences to be made

Values Our Standards of Living

Relationship Building

Dialogue+Storytelling

Co-Creation

Organic Experiences

Values Our Standards of Living

Trade+Sharing

Integrity

Movement+Openness

Brand Promise To serve our community through promoting discovery, sharing knowledge, and creating valuable experiences.

Brand Inspiration

Brand Identity