h o t e l + s p a

k a n s a s c i t y

about

about

located in westport

about

located in westport boutique hotel

features

features

-offers free shuttle service, made to order breakfast, WIFI, Golds Gym membership, parking, drink receptions -large meeting room/reception hall -in a great location with lots of Kansas City culture around -many restaurants/bars/nightlife nearby

spa

-features massages, hot stones, grooming, manicures, and pedicures

history

going green

-Kansas Citys rst green hotel -99% green -eco-friendly -recycle a lot, use environmentally bio preferred based products -renewable energy

Kansas Citys rst green hotel

going green

-Kansas Citys rst green hotel -99% green -eco-friendly -recycle a lot, use environmentally bio preferred based products -renewable energy

Kansas Citys rst green hotel eco-friendly

going green

-Kansas Citys rst green hotel -99% green -eco-friendly -recycle a lot, use environmentally bio preferred based products -renewable energy

competitors

-The Rafael Hotel (boutique hotel that has a similar style) -Westin (attracts government business and has a spa)

essence

When you walk in, you feel at home and are appreciated.

essence

When you walk in, you feel at home and are appreciated.
When you walk in, you feel at home and are appreciated.

brand brief

What do they do for their customers? -They want to make them feel relaxed, at home, appreciated, while getting to know what Kansas City has to offer. -It matters because they want them to always feel welcomed to come back. What do they do differently from all of your competitors? -The are 99% green -offer a unique atmosphere, they are not a cookie cutter hotel. This hotel has a warm charm. -Personalize guests experiences. They write down their stories. They really want to get to know guests and their interests, plans. -Offers lots of great free services Can you prove this? -most recommended hotel by famous KC attractions (Sprint Center, Uptown Theatre, Loose Mansion, The Loretto) -lead the market in occupancy in the Plaza area -Shuttle service radius is the largest.

Attributes -personalization, contemporary, renowned, clean, fun, warm, homey Their culture in one word is -open (all about acceptance no matter who you are) Dene their work in one sentence -make guests have exemplary service Types of customers -Wedding parties are the most popular -have their own wedding coordinator at the hotel -Weekends are usually booked for weddings -Some tourists wanting to explore KC -Business

personalization, contemporary, renowned, clean, fun, warm, homey

Attributes -personalization, contemporary, renowned, clean, fun, warm, homey Their culture in one word is -open (all about acceptance no matter who you are) Dene their work in one sentence -make guests have exemplary service Types of customers -Wedding parties are the most popular -have their own wedding coordinator at the hotel -Weekends are usually booked for weddings -Some tourists wanting to explore KC -Business

bride

bride

Alyssa

bride

Alyssa 27 yrs.

bride

Alyssa 27 yrs. bride to be

bride

Alyssa 27 yrs. bride to be

wants wedding party here

traveler

traveler

Greg

traveler

Greg 34 yrs.

traveler

Greg 34 yrs. business

traveler

Greg 34 yrs. business

needs a nice place to stay when traveling for business

tourist

tourist

Martha

tourist

Martha 64 yrs.

tourist

Martha 64 yrs. on vacation

tourist

Martha 64 yrs. on vacation

wants a place to relax and have a little vacation with her friends

-some of their ideas/essence are not showing up on these branding materials -I am not getting any vibe from them. -I believe the hotel has so much more to offer -Green thing is getting dated

Q
rebrand

! Q
rebrand

Q
Rebrand
REBRAND -I want to bring out the atmosphere from the hotel into the branding materials -inside is so warm and trendy -they have an exciting environment, they just need to emphasize it more in their branding

-inspired by modern artwork with in the hotel -I want to make the hotel appeal to a younger audience possibly by using vibrant colors and patterns

Q
essence
REFINED ESSENCE To be a trendy place where guests can relax after exploring Kansas City with the help of lavish services for an aordable cost.
-what makes this hotel different from others is its affordability -affordability can attract a wider audience like young adults

To be a trendy place where guests can relax after exploring Kansas City with the help of lavish services for an aordable cost.

Q
essence
REFINED ESSENCE To be a trendy place where guests can relax after exploring Kansas City with the help of lavish services for an aordable cost.
-what makes this hotel different from others is its affordability -affordability can attract a wider audience like young adults

Q
Rebrand
REBRAND ATTRIBUTES -make the brand appeal more trendy, mod, comfortable, vibrant, has are

Q
Rebrand
REBRAND ATTRIBUTES -make the brand appeal more trendy, mod, comfortable, vibrant, has are

trendy, mod, comfortable, vibrant, has are

Q
Explorer

Q
Explorer

Garrett

Q
Explorer

Garrett 24 yrs.

Q
Explorer

Garrett 24 yrs. traveling

Q
Explorer

Garrett 24 yrs. traveling

wants to explore what kansas city has to oer, and believes westport has a vibrant atmosphere for young adults. The Q is also in his price range.

Q
Shopper

Q
Shopper

Juliana

Q
Shopper

Juliana 21 yrs.

Q
Shopper

Juliana 21 yrs. traveling

Q
Shopper

Juliana 21 yrs. traveling

wants to have a mini vacation in the heart of kansas city. she feels like this is a trendy hotel and likes that it has a spa.

Q
Explorer

Q
Explorer

Alyssa (again!)

Q
Explorer

Alyssa (again!) 27 yrs.

Q
Explorer

Alyssa (again!) 27 yrs. bride to be

Q
Explorer

Alyssa (again!) 27 yrs. bride to be

still wants wedding party here, and so she can recommend it to her friends so it can be their rst choice hotel.

excited to rebrand this hotel and bring out its trendy attributes and comfortable environment in its branding materials so it can so it can appeal to a wider audience.