VOL U ME E IG H T
A COOPER CARRY MAGAZINE
Marriott Marquis Washington, DC 1
Hospitality that Transforms
Noted sculptor Rodney Carroll created the 56’ tall stainless steel lobby sculpture entitled “The Birth of the American Flag.”
n a radio broadcast from the White House in 1931, President Hoover said, “The opening of the new Waldorf Astoria is an event in the advancement of hotels, even in New York City. It carries great tradition in national hospitality…marks the measure of [the] nation’s growth in power, in comfort and in artistry… an exhibition of courage and confidence to the whole nation.” These remarks were made of a hotel – a hotel with a design powerful enough to mark the nation’s growth. The U.S. travel industry remains one of the largest industries in our country, touching about one in five Americans. According to the American Hotel & Lodging Association, the hospitality industry ranks among the top 10 industries in 49 states in addition to the District of Columbia, and most every industry analysis projects this trend to continue for the foreseeable future. Jonathan Tisch recently remarked, “I think it’s fair to say that America’s service sector as a whole – led by travel – has almost single-handedly pushed the U.S. economy forward since the recession.” This year Cooper Carry was once again recognized as one of the top five hospitality practices in the country. Cooper Carry’s hospitality practice took form in the mid 1980s when a commitment was made to become a Specialty Practice Group of experts and thought leaders in the hotel industry.
Today the practice has grown to be global, providing a variety of hospitality design services to valuable clients. We seek to provide services to our clients which address the artistic nature of architecture founded in specific pragmatic requirements. The constant in our work is to provide thoughtful design solutions based on ideas that transform the quality of cities, communities and individuals. The Washington, Marriott Marquis On May 20, 1927 - the day aviator Charles Lindbergh began his historic transatlantic solo flight – J.W. Marriott opened a nine-stool root beer stand on 14th Street in Washington, D.C. In June 2014, Cooper Carry opened the Marriott Marquis, Washington, D.C., the 4,000th hotel in the prestigious company’s history. The largest hotel in our nation’s capital, the project was conceived to provide guestrooms and meeting spaces needed to support the popular Washington Convention Center. “Washington is one of the world’s greatest cities and we are excited to host visitors and groups from across the globe at our newest hotel to fly the Marriott Hotels flag. The Marriott Marquis Washington, D.C. also has created more than 500 new jobs, with 63 percent coming from the District,” said J.W. Marriott Jr., Executive Chairman. The hotel provides multiple food and beverage outlets, state-of-the-art conference and banquet facilities, and will serve as the nation’s capital flagship convention hotel. Continued on page 10 7
“It is fitting that our 4,000th hotel is located here in our nation’s capital, because it is the birthplace of our company and represents the future of the Marriott Hotels brand,” said J.W. “Bill” Marriott, Jr. 9
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Located along Massachusetts Avenue, one of the most recognizable street names in the world, the architects were challenged to create a large convention hotel that would fit into the smaller urban scale of Washington. This was achieved in part by providing a unique building massing that respects the proportions of the existing context. District of Columbia guidelines restrict the height of downtown buildings, so the massing was sensitive to other neighboring buildings. The historic American Federation of Labor building was integrated into the hotel’s design, housing a specialty club, a two-level exercise facility and selective boutique guestrooms.
Mid Western Revival In the summer of 2013, Cuyahoga County and the City of Cleveland sent invitations to 18 of the world’s top hospitality design firms to design their new downtown convention hotel. Cooper Carry was ultimately selected to design the facility, largely based on the ability to provide a vision for how the hotel would contribute to the existing urban context and become an icon that would lift the spirit of the community. The Hilton Cleveland Downtown Hotel in Cleveland, Ohio, will be located adjacent to Cleveland’s challenge to the design team included to design a building respectful to the Burnham Plan that the newly opened Cleveland was unique to Cleveland, creating an iconic image for Convention Center and the the Cleveland skyline. Global Center for Health Innovation; two important facilities intended to support and bolster the success of Cleveland’s University Circle Arts and Cultural District. The The height limits placed on the facility required that the hotel will be a beacon amidst the Cleveland skyline while convention and banquet spaces be located below-grade. connecting hotel guests and visitors to the convention Large openings are placed in the floors to introduce natu- center, the Rock and Roll Hall of Fame, and activating downral light to these below-grade floors giving the appearance town streets and the Cleveland lakefront. of spaces located at or above grade. Supporting this design principle is a 189-foot-long glass porte cochere. Because the hotel is being financed almost entirely with Such a structure might have public funds, there was a created a cavernous space desire to involve the comat the entrance; however, munity in establishing the natural light filters through design principles. Multiple the canopy and lands in the workshops were set up lobby and convention spaces to listen to ideas from the beyond, similar to the glass community and to hear awnings so often seen on thoughts on what the hotel the world’s embassies along would mean to them. Massachusetts Avenue. The Many of the design team’s facility was designed and principles that shaped the documented in collaboration design were established at with tvsdesign. these meetings.
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T he Clevel a n d Ma ll - D own tow n Cl evel a n d The Cleveland Mall is a long public park in downtown Cleveland, Ohio. It was conceived as part of the 1903 Group Plan by Daniel Burnham as a vast public space flanked by the city’s major civic and governmental buildings, all built in the neoclassical style. The plan was designed at the time to influence the growth of one of the largest cities in America and to organize the growth around a public mall. The site for the Hilton Cleveland Downtown Hotel occupies the last available site on that civic green. Cleveland’s newly opened Convention Center is located under two thirds of the Mall.
of the older buildings flanking the Mall have a distinctive cornice line 90 feet above grade. The Hilton Hotel design has a cornice at 90 feet that becomes a tall porch and continues the strong horizontal line of the surrounding buildings. The porch connects the hotel to the Mall. The result is a modern building that connects to the historic context and that is unique to Cleveland.
The building can be viewed as having two parts: the building base and the building tower.
The hotel entry is on Lakeside Drive directly adjacent to the entry to the Convention Center to encourage a strong connection both visually and physically. The hotel’s restaurant and public spaces are positioned on the Mall.
The glass tower of the hotel is articulated as three 90’ slender towers. Each of the three towers has a unique expression in the glass metal curtain wall. Near the top of the tower, the glass façade tilts out Grounded in the ideals of Beaux-Arts architecture, the The County’s and the City’s over the Mall. On the upper Cleveland Group plan called for Beaux-Arts style buildings challenge to the architect most floor, a terrace for with neoclassical details to be arranged around a team included to design a the roof top bar is cut out central Mall. building respectful to the of the glass, providing an Burnham Plan that was outdoor area overlooking unique to Cleveland, creating an iconic image for Clevethe lakefront. The tower’s unique sculptural form will creland’s skyline. ate an iconic image for Cleveland’s skyline.
The design for the building base was directly influenced by existing neoclassical buildings flanking the Mall. The shared characteristics of those buildings (base, middle and top), expressed with solid corners, were applied to the hotel base but in a modern architectural language. All
The project will seek to achieve LEED Silver certification.
The Hilton Hotel design has a cornice at 90 feet that becomes a tall porch and continues the strong horizontal line of the surrounding buildings. 11
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One important design principle related to the historic Cleveland Group Plan for Public Buildings designed in 1903 by Daniel Burnham. The downtown waterfront area in Cleveland as we know it today was designed as a vast green mall flanked by the City’s major government buildings. The mall is considered one of the important major urban spaces in the United States (Burnham also completed designs for Washington, D.C., and the Chicago lakefront). The site for the Hilton Cleveland Downtown Hotel occupies the last available site on that civic mall. The architectural team’s goals were to create a building respectful of this plan, provide a uniquely Cleveland building and create an iconic image on Cleveland’s skyline. Slated to open in 2016, the Hilton Cleveland Downtown Hotel was a key factor in Cleveland being selected by the Republican National Committee as the site for their 2016 national convention. Chairman Reince Priebus said of the choice, “I will say it was a business decision. When it came down to hotels, the venue, [and] the arena, it was unbelievable.” The transformation of Cleveland continues with the design of the hotel.
area, creating a demand for hotel rooms that would extend to other hotels nearby. Cooper Carry stressed the importance of creating a distinction between the old and the new. We stressed the importance of allowing the timeless to stand on its merits without being diluted by an architectural character that attempts to recreate the past. Five historic buildings were integrated into a contemporary solution that highlighted the rich history of Lancaster, while restoring the pedestrian scale of the downtown. The design strategy also complemented the city’s unique system of alleys by creating an “interior street” or alley. This street connects a long historic block that allows guests to walk through the building, passing by the exposed front and rear facades of the historic structures. The results exceeded expectations, and the hotel serves as a catalyst for continued development in downtown Lancaster. The vision to re-energize Lancaster was created by residents and business leaders who love the city and were willing to put their financial investment and their reputations at risk; the majority of the credit is due to them.
In announcing the award of the hotel, Authority Chairman Dave Hixson said of the city’s portion of the public-private partnership, “This [city’s] $15 million investment is an The design team sought to connect historical and modern architecture by incorporating the 205-year- essential part of our financial old William Montgomery House into the new hotel package. It will give us the Hotel-City Connectivity Located in Lancaster, Pennsyl- lobby and the 1898 Watt & Shand Building into the opportunity to move forward exterior structure. vania, the Lancaster County and deliver on a project that will Convention Center and Marriott be an economic stimulus for Hotel at Penn Square opened in 2009. The community invited the downtown as well as for the entire region.” The adaptive responses from the country’s leading hospitality design firms reuse project not only succeeded in revitalizing the region, but through an RFP process. Cooper Carry was awarded the also was recognized as the recipient of the 2014 inaugural project and began work, hoping the impact would extend be- Willard G. “Bill” Rouse Awards for Excellence sponsored by yond property lines. The community’s investment in this one Urban Land Institute (ULI). The award recognizes projects that building would re-energize the downtown and provide much provide community leadership in the responsible use of land needed convention space that would bring visitors to the and create thriving communities.
The Main In Norfolk, Virginia, city and community leaders are looking to build on the downtown redevelopment successes enjoyed there over the past few decades. Gold Key/PHR Hotels and Resorts is developing a state-of-the-art luxury Hilton hotel and convention center using a public/private partnership with the City of Norfolk, hoping to grow Norfolkâ€™s reputation outside the region. The Hilton Norfolk at The Main is a significant public/private partnership development where the hotel was designed to interact with pedestrian street activities, support existing retail and to showcase views of the city and the harbor. The Main will incorporate a Hilton hotel, a conference center, a civic atrium, and multiple food and beverage components into an iconic building that anchors the corner of Main and Granby Streets. A large atrium space greets the arriving guest and will serve as an extension of Main Street, inviting the public to enter and move through the building. PHR Hotels has a history of providing unique food and beverage outlets and this will hotel will not disappoint. Two themed restaurants will be provided along with a roof top bar designed with some of the best public access views in Norfolk.
The Exchange at The Main is expected to catalyze redevelopment in Norfolk by creating a conference facility that will meet the qualifications of the International Association of Conference Centers (IACC) and expand the cityâ€™s ability to increase their conference reach and attract new visitors to an emerging tourist market. The facility will include secure rooms designed to meet federal requirements; technology enhanced, tiered classrooms; and other cutting-edge conferencing spaces. In 1989, Cooper Carry was selected to design the downtown Norfolk Waterside Marriott and Convention Center. We are excited to return to the roots of our first convention hotel and expand on the ideas and principles created in the early 1990s.
The hotel is designed to showcase views of the city and the harbor, incorporating a conference center, civic atrium, and three restaurants into one 20-story iconic building.
Urban Select Developed by The JBG Companies, the Hyatt Place Washington D.C./U.S. Capitol opened this summer in a rapidly expanding area of Washington. This 200-key, select-service hotel is located in the northern portion of the NoMa districtâ€”a vibrant mixed-used neighborhood located less than a mile from Union Station and just north of and in view of the Capitol Building in Washington, D.C. Continued on next page 13
The Hyatt Place 3-packs) are project is one of becoming more the more distinct common within brands by Hyatt hotel compaand was specifinies as a way to cally selected for reach multiple this location for customer bases its ability to proin one structure. vide guestrooms These hotels take to an emerging advantage of a and growing popsingle location to ulation segment. provide accomTo celebrate the modations for new urbanism multiple brands upon which this while combining area was enviland costs and sioned, Cooper amenities, often The Hyatt Place hotel is striving for LEED Certification and features many resulting in operaCarry provided sustainable design concepts such as water-reducing fixtures, energy efan architectural ficient equipment and lighting, and a rain-screen exterior cladding system. tion efficiencies. character that incorporated natural materials such as exposed concrete Cooper Carry’s first dual brand hotel joined together a and terracotta panels. “JBG is excited to enter the growing Residence Inn select-service hotel with a full-service NoMa district with the introduction of Hyatt Place WashRenaissance. Residence Inn is referred to as an extended ington D.C./U.S. Capitol,” said Moina Banerjee, principal stay hotel; the Renaissance is a full-service, upper at The JBG Companies. “This brand is a state-of-the-art upscale conference hotel. The site in Arlington, Virginia, product, and we are extremely proud to be the first Hyatt overlooks Ronald Regan National Airport, the Potomac Place hotel in Washington, D.C. Cooper Carry and our River, and boasts distant views of the nation’s capitol. entire design The design team and developmaximized these ment team have views for both created a unique hotel brands design that is and organized setting a new functional elestandard of what ments, such as an urban select the lobby’s grand service hotel can stair, in order to offer. This project capture specific will provide an vistas. Arlington unmatched D.C. Capital View, as experience for the project has our guests.” been named, is designed with Dual Branding two individual Dual brand and hotel entrances One of the first LEED Gold hotels in the Commonweath of Virginia, the triple brand hotels on adjacent streets Arlington Capital View Renaissance and Residence Inn features a planted (2-packs and giving each brand roof and other sustainable design concepts. 14
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Positive E f fe ct s Of A Pub lic -P rivate Par t ne r ship Public-private partnerships (PPPs) are a very common way for public entities to participate in funding development projects where it may not be financially feasible for a private investor to do so alone. In return, the public sector receives a project which creates economic development and a company with the knowledge, experience and efficiencies in the private sector to lead the effort. It is not uncommon for the partnership to combine a government entity with one or more private entities. Public participation in a PPP can be achieved several ways including providing land or utilities contributions, creating general obligation bonds, or providing tax benefits. Because there are public funds involved, there is often a requirement for the development teams to include small, local or minority-owned businesses that will participate on the design and construction teams. In addition to providing the primary business generator, these projects ultimately establish a larger tax base, create new employment opportunities and provide the engine for community growth. PPPs undergo a high level of transparency and must stand up to more scrutiny because of the participation of public entities. Approval of design
firms, design strategies and budgets are public information, and often special meetings are required to approve the many phases of the project. The role of the architect is not only that of a design professional, but it often is extended to that of bringing consensus among the many stakeholders involved. We make public presentations, speak to community groups, report to special advisory commissions and lead workshops intended to make the process as open as possible. We designed the Lancaster Marriott & Lancaster County Convention Center in Lancaster, Pennsylvania, that was completed in 2009. As the vision was being conceived, the Lancaster County Convention Center Authority (LCCCA) was created to oversee the county’s interest in the project. The board met monthly and closely followed the design and budgets, approved all payments to the design and construction teams, and oversaw any changes to scope or fees. This project had added complexities in that it included two public participants (LCCCA and the Lancaster Redevelopment Authority) and a private partnership (Penn Square Partners, which originally consisted of the High Companies, the Fulton Bank and Lancaster Newspapers). Today, the Convention Center and Hotel is oper-
ated by Interstate Hotels and Resorts, while the LCCCA directs the Convention Center. The authority has a small, full-time staff and a board of directors to which they report. Cooper Carry’s Hospitality Specialty Practice Group has a long history of working with PPPs dating back to work in the late 1980s with the Stormont Hospitality Group and later with Stormont Trice Hospitality Corporation. Projects such as the Norfolk Waterside Marriott and The Hyatt Regency Wichita were projects built in downtown areas where private ownership supported the hotel and public ownership supported the conference center. Both of these projects were built and operated as single projects and required detailed condominium documents, describing lines of ownership and operational boundaries. Building these as single projects allowed the construction costs to be reduced and it brought certain additional planning efficiencies, including the sharing of back of house programmed spaces, administrative offices, vertical transportation and egress stairs. However, because of these shared spaces, it is not possible for the various components of the facilities to ever operate without the other.
The following is a partial list of hospitality projects at Cooper Carry designed in some form of a PPP. • The Norfolk Waterside Hotel and Convention Center • The Portsmouth Renaissance • The Hyatt Regency Wichita • Brasstown Valley • The Baltimore Inner Harbor East Marriott • The Cool Springs Marriott and Conference Center • The Sugar Land Marriott and Conference Center
• The Hilton Virginia Beach Oceanfront Hotel • The Suffolk Hilton Garden Inn and Conference Center • Raleigh Marriott City Center • The Marriott Marquis, Washington, D.C. • The Main Norfolk Convention Hotel (In Design) • The Cuyahoga County Hilton Convention Hotel (In Design )
These projects align with Cooper Carry’s mission to integrate specialized knowledge to create Connective Architecture: connecting ideas and people to the places where they work, relax, live and learn. 15
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their own guest for envisioning arrival experience. architectural plans Conference and that not only return banquet facilities as results to the client, well as the expandbut to the sured exercise facility rounding region,” can be accessed says Reid Freeman, from either hotel The Hyatt Place and Hyatt House at Charleston Midtown in Charleston, president of Atlantalobby, as well as the South Carolina is a mixed-use dual brand project with a 112-key Hyatt based Regent House hotel, a 200-key Hyatt Place hotel, conference center, retail and Partners. “Choosexpanded exercise a 400-space parking deck. facility. This LEED ing Cooper Carry Silver project is the for the project was first new hotel to be constructed in Arlington’s Crystal City in an obvious decision, especially knowing that we needed a over 20 years. This duet of select/full service brands was de- pioneering design that would boost the north end of King veloped by The JBG Companies of Chevy Chase, Maryland. Street.” Other dual brand hotels on which Cooper Carry is working include Courtyard/Residence Inn combinations in The Hyatt Place and Hyatt House at Charleston Midtown in Orlando and Washington, D.C. Charleston, South Carolina, developed by Regent Partners, A Global Reach is a dual brand hotel combining a Hyatt House hotel, a In stark contrast to the urban environments that Cooper Hyatt Place hotel, conference center, retail and a parking Carry works in, Pacaya Eco-lodge resort in Nicaragua is deck. The design took into consideration the surrounding located in the nature scale and architecreserve Laguna de tural expression of Apoyo. The resort historic Charleston subtly transforms a and the existtropical dry forest ing streetscape. ecosystem into The design is an attractive desresponsive to the tination for nature zoning envelope lovers to learn created to protect and live in the rare the historic scale environment. The of the city. The resort includes a resulting collage of main building with building massing, restaurants, meetscale and archiing rooms, eight tectural expression guestrooms, and 16 will provide an two-story eco-casiexpansion of King tas that are carefully Street, intended dispersed to create to invigorate and a striking sense serve as a catalyst for future growth in The architects designed the Pacaya Eco-lodge to double as a satellite of the culturally downtown Charles- campus for an educational center founded by Opportunity International native housing of Nicaraguans. Each ton. “Cooper Carry Nicaragua (OIN), where students receive a traditional high school casita level is a has an innate talent diploma while also learning about agriculture and eco-tourism. Continued on page 18 16
Ke e ping U p Wi t h t h e T i m e s Cooper Carry established itself long taurant, the lobby, and other public into an 11-story Hyatt Place hotel ago as a design firm to turn to when spaces such as banquet and meeting in downtown Washington, D.C. We a resort project requires updating. spaces. The renovation was comworked closely with the brand and Such was the case with Rose Hall, pleted in 2014. developer to protect those elements a 400-key resort important to brand idenhotel in Montego Bay, tity and guest experience Jamaica. This project while achieving the develinvolved renovating operâ€™s goals for program the guestrooms, reorand construction budget. ganizing the spa and The 165 guestrooms ballroom, and estabyielded by the project will lishing an entry and include all the brand exarrival sequence that pected elements, but will would serve to coneach be slightly unique in nect the arriving guest nature. We, as designers, to the Caribbean. The enjoy the challenges that entry circulation diacome with an adaptivegram created for Rose reuse renovation such as Hall takes the guest this one. through the lobby and down a grand stairRenovation is more than case before reaching selecting a new carpet or Located in Montego Bay, Jamaica, Rose Hall was transformed a zero-edge pool which into a vibrant resort hotel. color palate for the rooms. appears as if it is part A significant component of the Caribbean. for the success of a hotel renovation is for its deLocated in downtown signers to have extensive Atlanta, the 73-story experience in understandWestin Peachtree Plaing the operational asza Hotel underwent a pects of a hotel. Because recent renovation. the design team at Cooper Carry has experience Reportedly the working with all types of second tallest fully buildings, our clients are dedicated hotel skyconfident in our abilscraper in the Westity to be able to address ern Hemisphere, the practically any issue that hotel was completed may arise. Further, we in 1976. The allThe 73-story Westin Peachtree Plaza Hotel, reportedly the rely heavily on current glass, tubular-shaped second tallest fully dedicated hotel skyscraper in the Western market analysis to better building has served Hemisphere, recently underwent a transformative interior understand the guests as a downtown land- make-over after many rooms were damaged by a tornado. that the hotels would like mark for decades and to attract. With the everis an anchor for the changing realm of technology, this hospitality convention business. Coo- In dense urban markets, often the per Carry and Blackdog Studios were repurposing of an existing non-hotel is a daunting task, but is vital in our initially commissioned to renovate all structure for a hospitality use beability to design new life and vitality 1,068 guestrooms. As this work was comes a viable option. Such is the into an existing structure. nearing completion, our scope was case with our 1522 K Street Hyatt extended to a full renovation including Place project. We are currently guestroom suites, the Sundial Resconverting a 1960s office building 17
The Sanctuary at Kiawah Island has received high rankings, including the prestigious Forbes Five Stars and #5 in the Top Resort Hotels in America. self-contained bedroom/bathroom unit with individual private decks and hammocks overlooking the volcanic lake. This allows for privacy, one of the key themes of Pacaya Eco-lodge. The architects designed the resort to double as a satellite campus for an educational center founded by Opportunity International Nicaragua (OIN), where students receive a traditional high school diploma while also learning about agriculture and eco-tourism. Because of the projectâ€™s impact on the region it serves, Cooper Carry elected to provide design services pro-bono for OIN. Cooper Carry has worked or is working on hospitality projects in the Middle East, Africa and the Caribbean. A Sanctuary in the South When Cooper Carry won a competition to design a resort on the South Carolina island of Kiawah, we embarked on a journey that would 18
ultimately lead to the creation of one of the finest luxury resorts in the world. In a short period of time, the Sanctuary at Kiawah Island has been identified as one of just a few five star resorts and spas and has earned a reputation of providing luxury, quality and service. Nestled amongst a grove of live oak trees, the hotel site provides guests panoramic views of the Atlantic Ocean from the lobby. The guestrooms are arranged in two buildings placed perpendicular to the coastline providing all of the rooms a view to the ocean. Recalling the low country architectural style of Charleston, the resort is constructed of natural materials including slate roofs, coquina, brick, stucco and custom wood windows and doors. In 2012, The Sanctuary hosted the PGA Championship which was played on the Ocean Course, one of
several golf courses located on the island. One of the highest compliments an architectural firm can receive is to be asked to perform repeat business for a client. In 2012, Cooper Carry was asked by the owners of Kiawah, Riverstone Properties, to design their new hotel at Sea Pines on the island of Hilton Head. In addition to the hotel, Cooper Carry designed a spectacular golf clubhouse and beach club, both of which have recently opened. Cooper Carry is currently working on luxury resort hotels in Destin and Hammock Beach, Florida.
Pennsylvania, the resort was designed to provide a complete immersive spa experience. The first destination spa built in a decade, JGL’s charge was to create a non-depravation environment, a facility that is enjoyable and educational, providing take-home value. The facility showcases their expertise in delivering full spa services in spa involvements, including preparing of meals. A full teaching kitchen focuses on the Designers traversed through trees and over rocks to gather bark, leaves and flora to integrate the raw color of education of meal prepanature into the color scheme for the Lodge at Woodloch ration and importance of Spa & Resort. healthy eating combined with a healthy lifestyle.
The Lodge at Woodloch International spa designers John and Ginny Lopis (JGL) were seeking to design a spa retreat that would allow them to incorporate their visions in a working spa environment. Cooper Carry was selected to design their flagship hotel and spa where these ideas would be implemented. Situated in the Pocono Mountains in Hawley,
The Lodge has received numerous awards including Travel and Leisure’s #3 Spa Destination in the World; Most Luxurious Spa in the U.S.; and Best for Cuisine, Best for Cooking Classes and Best for Mind-Body-Spirit in the Spa Finder Readers’ Choice Awards. Continued on next page
C o o p e r C a r r y ’ s Ho s p i t alit y Sp ec ialt y P rac t ic e G ro up Cooper Carry’s Hospitality Specialty Practice Group specializes globally in the design of hotels, resorts, executive education facilities, and conference and convention centers, each carefully designed to connect people to place. We are experts in hospitality design and planning, and our in-depth knowledge of hotel operational efficien-
cies, gained through experience, provides measurable value to our clients. We understand that hospitality is a business and that design creates value. Our architects are thought leaders and specialists whose sole focus is the design of hospitality projects. We collaborate with our clients and other stakeholders on a variety of hospitality
projects where our foundation is to champion innovation, fresh thought and creative solutions. Together, we study the possibilities inherent in the relationships between buildings and their surroundings in order to best capture the potential of space, the energy of the street and a unique sense of place.
giving them a renewed AC Hotels by Marriott appearance, vitality, and Cooper Carry’s process energy. These renovato achieve transformations create opportunitive hotel design lies in ties for new marketing the rigor the designers strategies. Cooper Carry undertake to achieve artistic, financial and is currently providing functional goals. Uldesign services in Key timately, the process West for the conversion The sleek, sophisticated, European-inspired aesthetics of begins and ends with of four existing hotels to the AC Hotel bring the culture of the location alive to supthe guest experience. In new brands. Key West port the guest experience. Atlanta, Noble Hospitality has imposed a moratoapproached Cooper Carry with the opportunity to design rium on building new hotel rooms, so existing rooms have an AC Hotels by Marriott, the company’s newest and a unique value. Even as the hotels are adjacent to each most transformative brand. Founded in 1998 by Antonio other, they represent different hotel companies and are Catalán, AC Hotels has properties located in Spain, Italy, being designed as a single collection. France, Portugal and soon, Atlanta. AC Hotels by Marriott leveraged the unique style and design of these upscale From time to time, Cooper Carry is asked to perform highest and best-use studies on buildings of various uses urban-inspired hotels with the portfolio power and distribution of Marriott International. Cooper Carry is designing targeted for renovation and repositioning, often involving the brand’s first Atlanta AC Hotel adjacent to the fashion- a hotel conversion. One such recent study was conducted able Phipps Plaza, long known for its upscale collection on the iconic Brill Building in the heart of Times Square of trendy merchants. As described by Marriott, “AC Hotels in Manhattan. Cooper Carry clients, Brickman Real Estate by Marriott provides innovative spaces of freedom and Group and Allied Partners, recently purchased the buildcomfort, with a style that defines the most contemporary ing, which was once home to a number of internationhospitality – the unmistakable AC style. This brand targets ally-recognized music composers and producers. The travelers searching for a 11-story building was being design-led hotel in a great considered for several uses, location. Sleek, sophisticatincluding the possible coned European-inspired aesversion to a hotel. thetics bring the culture of the location alive to support At the request of the building our guests’ experience.” owners and Project Development Services, Inc., the Reimaging and Cooper Carry design team Repositioning studied how the historic With an ever growing hosstructure could be renopitality market, not only are vated into a hotel on its upper new products explored, but floors. Designers provided a existing hotels are lookFrom time to time, Cooper Carry designers are asked variety of design alternatives ing to be reinvented and illustrating how to maximize to perform highest and best use studies on buildtransformed. Often, hotels ings targeted for renovation and repositioning, often the room yield while mainconverting them to hotels from other use types. change brands requiring taining local zoning and design changes to match historic guidelines. These brand standards and objectives. Renovations and addidesign ideas gave the development team decision-ready tions to existing hotels serve to reinvigorate properties, information to determine the feasibility of the conversion. 20
In the end, the hotel was not a compelling financial story for the owner. In this particular instance, Cooper Carry’s deep experience in hospitality and office design played a key role in the team’s ability to make timely decisions. Cooper Carry has also provided renovation and reimaging design services for Four Seasons, Hilton, Hyatt, LXR, Marriott, Ritz-Carlton, Sheraton, Westin, and Wyndham hotels. Revolutionizing Hospitality for the Future Cooper Carry’s continued recognition as a global hospitality design firm is a direct result of the firm’s desire to push the practice to the forefront of the industry. Advances in technology and changing market demographics are influencing many aspects of the built environment, and the hospitality industry is seeking to understand these changes. Most hotel companies are willing to depart from their past brand standards, at least in part, to embrace new ideas. Often this is accomplished by creating new brands that allow the companies to experiment without damaging an existing brand. Marriott International has 18 brands including Edition, Moxy, Protea and AC Hotels which are either new or acquired brands that have been created to meet the needs of specific travelers. Each of these brands offers differing amenities, levels of luxury, costs and locations targeted to expand their reach. Some incorporate higher levels of technology or sustainability, while some provide especially comfortable and interactive public spaces. It’s easy to see how other travel industries, such as the airline industry, seem far ahead in their incorporation of technology. From a smart device, a customer can book flights, confirm flight status, check-in and even select a seat. From a hotel perspective, how do you respond to the two-day guest that decides at the last minute to stay another night? The room may have been selected by another user for that same night. So which guest is the management going to offend? The issues may be different between these two travel industries but the desire of the smart device user is the same.
Many hotels are re-evaluating guests’ preferences within their properties. This is not only being driven by a new younger generation of travelers, but also by a generation that is well into the life transition of retirement. The luxury market which includes The Ritz-Carlton, Four Seasons and St. Regis, is consistently pacing above the national averages in occupancy and room rates (RevPar, or revenue per available room). This is spurred largely by a growing generation of baby boomers who have more time to travel and want to stay in luxury properties. More and more travelers select hotels based on the lifestyle experience offered by the property. These boutique hotels have some industry professionals perplexed, as the definition of “boutique” seems to be ever-changing. One web site describes a boutique hotel as a hotel with between 10 and 100 rooms with intimate settings. As the popularity of boutique hotels grows, hoteliers are pushing the limits on size in order to provide a certain attitude or experience. Cooper Carry is currently designing an Autograph by Marriott hotel in Alpharetta, Georgia. This project is a 300key hotel and conference center. Avalon is a mixed-used development and is described in part as a place to “be,” infusing resort–level hospitality throughout a walkable, seamlessly connected community. While it is difficult to look too far into the future, suffice it to say that hoteliers and design professionals are paying close attention to what motivates the guest and what expectations the guest might have. This shift contrasts with the long held position by some hoteliers that the look and feel of the hotel need to be the same everywhere. The notion that a hotel should be founded in location and context is a principle that has long been practiced at Cooper Carry. As we look to the future, an idea-based design process guided by clear design principles shapes and molds our work to transform cities, communities and the experience of the individual traveler.
ﾂｩCooper Carry Inc. 2014