Loews Santa Monica Beach Hotel
Santa Monica, CA
The Challenge
To renew local enthusiasm for a major beachfront hotel in the competitive Santa Monica market on the occasion of an $18 million renovation and re-launch of the property.
The Plan
Developed and implemented an innovative gala re-opening event playing on the name and theme of the new lobby bar, Papillion (“Butterfly” in English) complete with performances of an aria from “Madame Butterfly,” by divas of the Los Angeles Opera, Las Vegas style showgirls in Givenchy butterfly costumes, and winged synchronized swimming. Invited a “Who’s Who” of the Santa Monica community. Launched a monthly Visiting Artists Series, presenting eclectic, top tier talent in an intimate glassed-in hotel venue overlooking the ocean. Created a community advisory board that facilitated partnerships with local educational, civic and charitable organizations, thus strengthening Loews’ relationship with the Santa Monica community.
The Result
All promotions received extensive local newspaper coverage and national exposure in travel, lodging and meeting trades. Loews Santa Monica Beach Hotel reclaimed its position as one of the top beachfront hotels in the city.