From Imagination to Innovation: The Art of Hotel Entrepreneurship and Creative Branding with Cory Schisler

The Unfamiliar Shift with Ariela

[Episode Summary]

In this episode of "The Unfamiliar Shift with Ariela," host Ariela Kiradjian is joined by industry expert Cory Schisler to dive into the world of authentic hotel and restaurant brand building. Cory shares his insights, experiences, and valuable advice on creating unique and successful hospitality ventures. From a luxury boutique hotel project in wine country to the intricacies of branding, PR, influencer marketing, and the power of creativity, this episode is packed with valuable knowledge for anyone in the hospitality industry.

[Episode Timestamps]

• Introduction: Authentic hotel and restaurant brand building with Cory Schisler. (0:00)
• A luxury boutique hotel project in wine country. (1:56)
• Funding and positioning a boutique hotel in wine country. (6:11)
• Branding and messaging for a boutique hotel. (12:14)
• Preopening budget for PR and its impact on a hotel's success. (15:44)
• Influencer marketing for a small hotel. (20:16)
• Creativity, reading habits, and podcasting. (26:19)
• 
  

[Episode Highlights]

Introduction: Authentic hotel and restaurant brand building with Cory Schisler. (0:00)

• Cory shares insights on building authentic hotel and restaurant brands.

A luxury boutique hotel project in wine country. (1:56)

• The Madrona in Healdsburg, California, opened a year and a half ago.
• The trio behind the project, including Cory Schisler, found the hotel through serendipity and shared passion for real estate and design.
• They pursued the opportunity despite initial assumptions, showcasing the power of following creativity and living in flow.

Funding and positioning a boutique hotel in wine country. (6:11)

• The Madrona offers a cosmopolitan experience with a high-end cocktail program and luxury service.
• Securing funding for smaller properties with under 50 rooms can be challenging; Cory shares his approach through personal connections and networking.
• Challenges faced, including the pandemic and election cycle, were overcome with community support and helpful county permits.
• Building relationships with neighbors and stakeholders from the beginning was a priority.

Preopening budget for PR and its impact on a hotel's success. (15:44)

• PR is crucial for a successful hotel opening; allocating a significant budget for pre-opening PR efforts is advised.
• Establishing awareness and building relationships with PR partners for ongoing interest in the hotel is vital.
• Collaborative PR efforts with a nearby winery resulted in mutual benefits and increased exposure.

Influencer marketing for a small hotel. (20:16)

• Building relationships with publications and influencers is essential for driving awareness and inquiries for small hotels.
• Influencers as content creators play a key role in keeping the brand visible and relevant.
• Measuring digital marketing efforts through metrics and data for bookings and ROI is crucial.
• Finding balance in a partnership, with creativity and finance/hospitality focus, is discussed.

Creativity, reading habits, and podcasting. (26:19)

• Ariela and Cory discuss multitasking reading habits and creative brains.
• Cory shares his approach to reading books based on mood and the importance of creativity in the industry.
• 
  

[Episode Conclusion]

This episode of "The Unfamiliar Shift with Ariela" provides invaluable insights into the world of authentic hotel and restaurant brand building, with Cory Schisler sharing his experiences and expertise. From finding the perfect boutique hotel project to funding, branding, PR, and influencer marketing, listeners gain a comprehensive understanding of what it takes to succeed in the hospitality industry. The episode wraps up with a discussion on creativity and its significance in hospitality.