Not all unused space in hotels has to waste away, as some hoteliers have successfully turned spaces into screening rooms for private events.
Amy Chippendale, director of press junkets at London West Hollywood at Beverly Hills, said the property's first screening room, installed nine years ago, sat 110 people. The hotel now has 32 rooms wired for screenings and private events.
"We had empty space in the hotel, and [the general manager] thought, 'why not create a screening room in that space ... and demand will come,'" she said.
At the time, the hotel was the only one in Los Angeles with a screening room.
In April 2023, the property's 110-seat screening room on the first floor underwent a renovation, which included adding new technology and equipment that keeps up with industry needs, such as a new server and processor.
In total, it was about a $5 million investment, and her team is seeing a return on that, Chippendale said.
The other screening rooms are located on the hotel's second floor. Her team can also host screenings and events at the hotel's 11,000-square-foot penthouse and its West End Rooftop.
Clients of the London West Hollywood that rent out the spaces include Netflix, HBO and Amazon. Press as well as hair and makeup teams will also utilize the space.
The team's busiest season is during the Oscars. Rooms are typically booked four months out, Chippendale said.
Clients also hold receptions on property after the screening events, which draw in celebrities, Oscars academy members and tastemakers.
Chippendale said there are several factors that make junket events successful. One is that the hotel has multiple large spaces for camera crews and talent to set up.
It also offers complimentary storage on the second floor. Most properties will charge for that, she added.
Additionally, all of its junket-friendly rooms are wired and ready to go for events.
"We know how to run a junket. We have key clients that are junketing with us sometimes two to three times a month," she said. "Our staff here at the hotel have been here 10-plus years."
Because employees have been around for a decade or more together, they've come to learn what each junket group needs and wants. She said clients and staff are like family now.
"That goes a long way for service. We know how to deliver ... we expedite things," she added.
Christi Davis, senior vice president of sales and marketing for Loews Hotels & Co., said in an email interview that nearly the entire Loews portfolio lends itself to press junkets. A few that stand out, due to their space layout, are the Loews Miami Beach, Loews Hollywood, Loews Regency New York, Loews Nashville and Loews Chicago.
“We book junkets in meeting spaces as well as signature suites; it just depends on the size and the experience the client is creating. And, like all business, the junket demand does fluctuate, but the spaces were created with alternative uses in mind and, therefore, are also appealing to board meetings, small creative breakouts, and, in some cases, hospitality suites for our larger groups that are looking for a VIP sponsor or an executive experience," she said.
Davis said there is tremendous return on investment in booking press junkets. Not only does this give the hotels exposure, but these spaces are booked for multiple days, with elaborate food and beverage.
"There is also great loyalty in this space," she added. "Once clients know they can count on you to deliver, the opportunity compounds to other hotels in the portfolio."
Davis' team believes in this demand segment so much that it has a dedicated brand ambassador who provides a single point of contact for the entertainment industry.
Successful press junket operations all start with customer relationships, Davis said.
"Our approach to all business and interactions with customers is really about a partnership. We take time to listen in order to deliver on their expectations," she said. "In this case, success is not only about listening and understanding the unique needs of this customer, but also being efficient and responsive. The entertainment industry moves fast, and we have to be able to do the same."
Loews has trained its entertainment teams to be mindful that its clients don't work traditional 9-5, Monday-Friday hours.
"They need real-time responses, regardless of the day, and we have created a model that allows us to deliver on that expectation," she added.
Davis said customers booking press junkets at Loews hotels all want ease, attention to detail, flexibility, confidentiality and creativity.
"We have invested in this space because we want the customer to know we not only want their business, but we took the time to know it. As a small brand, we can provide assurance and a proven track record that their business is in experienced and trusted hands," she said.