A University Hotel:

A University Hotel:
The Living Room of the Campus
The following article was written by Kahler
Slater’s David Plank and was featured in
Global Hotel Network in December 2009.
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It’s an unmistakable feeling, that sense
of place. The exact moment when you
turn that corner, see a certain tree, or
pass the first landmark. And just at
that moment, you know you’ve arrived
on YOUR campus. You can almost hear
the band booming out the fight song.
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One of our specialties is designing university hotel projects, and
understanding that “certain something” that makes each campus wholly its own place is the key to success. For instance,
these clients often describe their lobbies as “the living room of
the campus,” and we take our cues from that image when we
design these spaces. And, if the lobby is the living room, then
the hotel as a whole piece should be a true “home away from
home” for alumni and visitors. The challenge is to develop and
maintain this theme at every guest touch point; from front door,
to registration, to dining room, to guest room. There’s a good
reason they call it “Homecoming.”
For example, at Penn State’s Nittany Lion Inn, an addition and remodeling project drew its inspiration from the historic property’s
traditional colonial inn style. A wood burning fireplace evokes a
sense of Pennsylvania hospitality, while the addition’s exterior façade was created to match the existing porch façade. According
to Nittany Lion General Manager Jim Purdum, “The Nittany Lion
Inn is an icon at Penn State, so it was important to do this right.
Our guests love the new lobby space; it is beautiful, welcoming
and comfortable. It is just what it should be.”
At The Carolina Inn on the campus of The University of North
Carolina, General Manager Creston Woods explains, “Our lobby
is larger than most, and therefore it is used so much more than
a traditional hotel lobby. It is used for formal and informal gatherings, various event functions, along with afternoon tea service
and occasionally evening receptions. It has a very residential feel,
with gracious and comfortable southern style furnishings – much
like the front parlor in the home of your favorite aunt. And, of
course, we feature North Carolina furniture manufacturers to
promote these fine regional products.”
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WHY A CAMPUS HOTEL?
But let’s start at the beginning. Why do universities include hotels on their campus map in the first place? There are a number
of reasons for building hotels that are unique to the campus segment of the lodging industry. For instance, these properties have
an altruistic purpose, serving to support the mission of the institution. One way this role is fulfilled is by providing an on-campus
venue for showcasing the academic and intellectual product
through conferences and seminars. They also serve as teaching
laboratories on campuses with hotel schools, such as The Statler
Hotel at The Cornell University School of Hotel Administration.
A hotel on campus makes economic sense, because it keeps
lodging, dining, banquet and catering dollars on campus. And
campus hotels serve as a reliable year round source of student
employment.
These properties also play an important role in both the fundraising and recruitment efforts. After all, where else can you
eat, sleep and shower with the brand? And in an environment
that the university controls. As Purdum notes, “It’s a matter of
culture. Our people are connected to the mission of the University. It’s more than just clean rooms, they (staff) know they’re
part of a bigger picture. This translates into a more professional
and special guest experience.” From VIP visitors to donors to
prospective students and faculty, a campus hotel stay can be a
very powerful and lasting bonding experience. And with the cost
of a college education these days, a successful campus visit can
mean hundreds of thousands of dollars to a university.
WHAT DO THESE UNIQUE PROPERTIES HAVE IN COMMON?
Though each campus has its own singular character, we have
found certain commonalities that are important to consider and
plan for in working with colleges and universities. Because of
the strong emotional connection to the campus property from
trustees to alumni to students, the experience should have
meaning appropriate to the place.
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...campus hotels
usually have a higher
percentage of sales
in food and beverage
than industry norms...
It is important to study the decision making process in the individual collegiate setting, which not only differs significantly from
typical hotel projects, but also differs from institution to institution. Understanding governance and chain of approval is essential, along with a working knowledge of campus politics.
On the operations side, the management and ownership structure can take a number of different forms. In many cases, the
university owns and runs the hotel. In others, a third party
management firm operates the property. Some of these campus
hotels are independently owned and operated, while others are
“flagged” affiliates of major chains.
Also of note is that campus hotels usually have a higher percentage of sales in food and beverage than industry norms. For
example, one of our university hotel clients sees a very healthy
48% of sales in their restaurants, lounges, conferences and
banquets. One wholly proprietary product, the campus branded
wedding, translates the serious emotional bond to the alma
mater into proven food and beverage sales. So, planning and
designing optimal space for these functions is essential.
THE COLLEGIATE BRAND:
(NITTANY) LIONS AND HOKIES AND TAR HEELS, OH MY!
So far, we’ve learned that design solutions that are informed by a
thorough understanding of the campus and its individual personality is the linchpin for maximizing ROI from hotel projects. Taking
the time to identify the collegiate icons—mascots, colors and
beyond—leads to design that considers and strategically employs explicit and implicit use of the brand symbols. It requires
not just examining the hotel itself, but also walking the campus
and talking to people in order to uncover the hard to define, but
indelible sense of place. And it involves study of the campus
community, natural environment, history and academic mission.
At the University of Wisconsin, for example, the badger mascot
is omnipresent, but the iconic metal chairs from the Memorial
Union Terrace have been the inspiration to posters, t-shirts and
sculptures evoking the memories of good times enjoyed on
campus.
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At The University of North Carolina’s Carolina Inn, brand means
traditional southern hospitality combined with modern amenities.
Says Woods, “We use subtle symbols and artifacts – like rams
head sconces—that only a Carolina alum would know. The essence of the university is infused into the design of The Inn, but
it is not dominate.”
THE PLAYBOOK
What does all this mean to the design process for campus hotels? A few things we’ve learned: The campus hotel should be
an integral part of the institution’s landscape, mission and identity. It should say, “I’m in the right place.” We have found that
our firm’s “4P” philosophy is particularly suited for working with
collegiate hotels. We always work side by side with our clients
to create holistic experiences that encompass all realms of an
organization--Perception, People, Products and Place.
As our work with collegiate hotels evolves, a specific process—a
game plan—has taken shape. By employing this process from
day one, and with a few key plays, a workable template for
creating winning design solutions emerges. Our approach to the
segment can help our university clients realize their vision, bring
the brand to life in a hospitality setting, and provide a first class
guest experience.
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COPYRIGHT © 2011 KAHLER SLATER, INC. ALL RIGHTS RESERVED.
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A University Hotel:
The Living Room of the Campus
For further information, please contact Kahler Slater
author, David Plank, at 414-290-3796
or dplank@kahlerslater.com.
111 West Wisconsin Avenue
Milwaukee, WI 53203
P 414-272-2000
www.kahlerslater.com