What's the next best thing to patio season? Rooftop season.
According to the amount of emails landing in my email inbox these past couple weeks, now is the time for U.S. hoteliers to finalize programming and partnerships that will bring their rooftop venues to life for the remainder of spring and into summer.
If your hotel has a rooftop but you're unsure of how to find its best and highest use, here's some inspiration.
Arlo Hotels, an independent hotel brand with hotels in New York, Chicago and Miami, this year is launching its 2023 Spring/Summer Rooftop Wellness Series at its New York hotels: Arlo SoHo, Arlo NoMad and Arlo Midtown.
Partners of the Arlo Hotels rooftop wellness series are 305 Fitness, which provides a dance-based workout, and Lit&Lean, which is a nightlife-inspired workout with silent disco headphones.
Sounds pretty groovy.
M Social Hotel Times Square will roll out a new music program each Thursday night, called MLive2, at its rooftop with the intent of drawing guests to dance to live music. And picking up on the latest trend, the hotel is installing a rooftop pickleball court.
I see plenty of revenue-generating opportunities here. Once customers are brought up to the space, they'll likely see the rooftop bar and be quick to order a beverage or bite to eat. And, as we know, the longer they're on-property, the more they'll spend.
If booking an exercise program or installing a pickleball court aren't in the cards for you this spring and summer, there's still plenty of other low-cost ways to liven up a rooftop venue. Consider purchasing a few yard games such as cornhole, giant Jenga and giant Connect 4 or tabletop games such as foosball.
Other strategies I've seen work well are themed playlists that are curated for certain nights of the week and that will resonate with the core demographic. Trivia nights are also a great low-cost activity that will bring guests and locals together. Also, coordinate with food-and-beverage teams to create outstanding and original signature dishes and drinks — bonus points if they're Instagram-worthy. I know it's cliché, but it's free advertising for your business. Make these menu items available only for a limited time during the summer months to create a sense of "you don't want to miss out on this."
Now, you might be wondering, "How do I know what programming will resonate best with the community my hotel is in?" Independent hoteliers — who I think are some of the best at connecting with their locale — say the first priority should be immersing yourself within the community. Spend time in local retail and dining venues to get a sense of who is coming into those businesses, how long they're staying and the atmosphere that's being created. Do you like what you see? Try and recreate it, but with your own unique twist.
If the star of your rooftop is a pool, hoteliers told me last spring that they've made an effort to enhance services at the pools and restaurants to encourage guests to spend more time there. Many hoteliers have also found success in driving additional revenue by charging for day passes or daybed and cabana rentals.
Sandra Grisham, general manager of the Alaia Belize Autograph Collection, told me the developer of the hotel was smart in that he didn't just make it a rooftop pool "but he made it a destination."
"When you're on our rooftop, you see things you would not normally see unless you were on a plane," she added.
At the end of the day, I think that's the ticket to success here. Make your hotel and rooftop venue a destination where customers can't wait to stop in or make a reservation.
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