DECEMBER 2014 \ BUILDING DIALOGUE \
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and other boutique hoteliers of the 1990s, hotel design today
cannot afford to merely provide services and ignore guest
experience. The hotel can now create synergy with other ur-
ban offerings and standout by providing authentic, unique
and memorable experiences.
As an example, The Crawford Hotel at Denver Union Sta-
tion is quickly becoming more than a hotel, but Denver’s
“living room,” with its multiple authentic food, beverage
and experiential options.
But there’s more to creating an experience than design, lo-
cation and amenities. There are examples like “Brilliant at The
Crawford,” an experiential package that includes tickets to “Bril-
liant: Cartier in the 20th Century” at the Denver Art Museum,
with transportation to and from the exhibit in the hotel’s elec-
tric Tesla. The hotel also offers tours showcasing Union Station’s
transportation, history, art, restaurants and retail space. The price
tag benefits the hotel’s Dollars for Dreams nonprofit partners.
Colorado, as one of Nesbitt’s five “bellwether states,” is
demonstrating that the “experience economy” is alive not
just in the hospitality industry, but in other offerings. The
Source, a collective of food artisans and retailers offering
everything from freshly baked bread to craft cocktails in
the RiNo neighborhood, and Punch Bowl Social, a cocktail
bar, gastro-diner and bowling alley on South Broadway,
each offer a place to gather and socialize. Ace Eat Serve,
which offers Asian-inspired cuisine in Denver’s only ded-
icated ping-pong hall, is another good example.
Hotels and enterprises that recognize this dramatic eco-
nomic shift and act accordingly will transform the forces
of commodity, franchise and overbranding into unrealized
demand and desirable experiential opportunities, creat-
ing new economic value and the “high-touch” experiences
craved by our urban communities.
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Guestroom at the Crawford Hotel at Denver Union Station
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