Rebranding the School

REBRANDING SCHOOLTHE

About two years ago, the Fritz Knoebel team began the process of examining the brand of our hospitality school. After careful observation and analysis, the team realized that there were many things that needed to change.

First, similar to other units at the University of Denver, Fritz Knoebel has been branded in a way that draws more attention to the history of the University rather than emphasizing its future potential. At a time when the most compelling brands are lifestyle brands created for millennials, it was no longer strategic to focus on the past; instead, Fritz Knoebel needed to look for ways to align with the modern hospitality industry. In addition, what distinguished Fritz Knoebel from other hospitality institutions (i.e. its “rubber-to-the-road experience” or the ability to turn students into “pioneering powerhouses who can adapt to any situation in life”) was not strongly conveyed in the existing brand. As a result of these discoveries, the Fritz Knoebel team realized that it needed to create a more coherent, contemporary, and competitive brand presence. Although rebranding any institution’s message, appearance and culture is challenging, that did not stop the Fritz Knoebel team. Together with Peter Yesawich, Jr. (see the feature on page 17), a branding and marketing consultant and alum of the school, they had a vision—to make everyone see Fritz Knoebel in a new light. The new brand was supposed to feel iconoclastic and function to tell a rich story about an elite group of graduates who will leave DU and make a fundamental impact on the hospitality business.

They worked on gradually transforming the school to an institution that can demonstrate how it aligns with the same values it presents to its students and faculty every day. Furthermore, with this new strategic and creative leap, the hope was that Fritz Knoebel will be better equipped to steal marketshare from other top programs across the country. The rebranding was inclusive of all stakeholders, including the advisory board, faculty, alumni, current students, industry, and the Fritz Knoebel team. The process resulted in creative work that had to be shared and approved by the College’s communications and marketing team, the Dean and others at the University level. Throughout this process it became clear that Daniels was heading in a similar rebranding direction. From that point forward, in order to create a branded house and not a house of brands, the Fritz Knoebel team was in close contact with the Daniels consultants. This was necessary to link the rebranding work that was being done at Daniels to the one being done at Fritz Knoebel to show that both brands were cohesive, consistent and accretive to the larger University brand. We are proud to share the new Fritz Knoebel brand platform, designed to appeal to prospective students and their parents, and additional information about what makes Fritz Knoebel special on the pages that follow.

The following paragraphs are how Fritz is positioning itself in the marketplace to perspective students.

UNLOCKING EXTRAORDINARY

The Fritz Knoebel School of Hospitality Management is the place where you can unlock your potential. How do you do it? In extraordinary ways. From the time you contact Fritz you’ll experience a 70-plus year tradition of exceptional devotion to education, service and detail. It’s here, at one of the top hospitality programs in the world, where you’ll obtain the skills, knowledge and power to excel in hospitality. We’re not just producing alumni—we’re pioneering powerhouses who can adapt to any situation in life. At Fritz, learning and growing is embedded in an unrivaled, high-touch environment in which you’ll thrive. Fritz is about accomplishments and experiences you never thought possible. It’s about becoming. We invest in our students, faculty, staff, and community to help you unlock the extraordinary.

WE DON’T COMPETE. WE PIONEER.

INDUSTRY Bilbao, food and culture in Paris, complete a Spanish Hospitality industry professionals hire Fritz Knoebel School of Hospitality Management graduates for entry-level management positions because our students minor in Santiago or Mandarin in Shanghai. Outside the classroom, your immersive international experience will teach you a lot about yourself and the world. are experienced, reliable Students also have the opportunity to receive travel and trusted—they’ve learned from the industry’s best. A team of seasoned and Now that's... grants to attend industry trade shows and conferences. Each fall, students travel to New York City for HX: The tenured professionals. Our graduates have extensive work experience and have lived abroad so they can begin their careers in full stride to seize new opportunities or act on existing ones. Hotel Experience, the annual meeting and trade show of the American Hotel & Lodging Association. In winter we head to Los Angeles for Americas Lodging Investment Summit, where many hotel deals are done and the networking opportunities are amazing. Spring quarter a group travels to Chicago Unlocking the Extraordinary making real-time decisions when you open a pop-up for the National Restaurant Show. Finally, students in our EDUCATED BY POWERHOUSE Napa or Sonoma Valley for hands-on learning. Trips are INDUSTRY EXPERTS chaperoned by faculty and staff and include networking Full-time professors, industry experts and celebrity chefs teach, guide and coach you through memorable learning experiences. You’ll pioneer your way by with industry professionals, an itinerary packed with property tours and great meals. Now that’s…Unlocking the Extraordinary. Advanced Beverage Management course travel to either restaurant, determine the value of a hotel, analyze online review data, or mentor refugees preparing to STUDENT EXPERIENCE enter the industry. Fritz Knoebel is committed to providing students with unparalleled experiences and providing the resources to help STUDENT TRAVEL make a DU education possible. Each Learn about yourself in different contexts and cultures when studying abroad. Not only is it fun and a highlight of your education, but it’s also required. Fritz Knoebel students choose from study abroad year the school awards over $300,000 in scholarships above and beyond those awarded by the University and the Daniels College of Business. opportunities around the world. Study art history in Students graduate equipped with the

skills and knowledge needed to start their careers in the fast-paced hospitality industry. The rigorous business curriculum provides the foundation, while the ample opportunities for hands-on, industry-focused learning help solidify knowledge. All Fritz Knoebel students are required to complete 1,000 hours of work experience and have an immersive international experience, allowing them to develop as professionals, begin to build a global network, and interact with and learn from others to fully embrace other cultures. Many practice opportunities are offered in the Joy Burns Center, a world-class, 46,000-square-foot living laboratory that is home to Fritz Knoebel. The Joy Burns Center houses classrooms, a commercial production kitchen, a 170-person ballroom built in the style of a Tuscan wine cellar, a student-run coffee shop, and much more. It is a distinctive setting that offers students hands-on experience planning and managing events. Students produce the school’s wine festival, DU Vin, and our annual Public Good Gala; manage two school-owned, Beans coffee shops; and open several pop-up restaurants each year. Fritz students have many extra- and co-curricular opportunities as well, through student memberships

in professional organizations like the Colorado Hotel & Lodging Association or HSMAI; by participating in the school’s chapter of the National Society of Minorities in Hospitality; or the Ann & David Hoffman LEAD Mentorship Program. Fritz Knoebel students graduate with several industry certifications that affirm their readiness to enter the management ranks. This dedication to developing students equipped to succeed in the global, ever-changing hospitality industry has resulted in exceptional career placement with companies like Four Seasons Hotels & Resorts, Marriott International, E&J Gallo, Hillstone Restaurants, Lettuce Entertain You Enterprises, Aramark and many others. Fritz is the only undergraduate unit at DU with its own career fair and the school’s career development activities ensure students are ready to succeed in securing work experience, internships and permanent placements prior to graduation.

Beginning in the fall you will be able to purchase Fritz Knoebel swag to proudly display your personal affiliation with the school. Watch for a live link on the school website to order: daniels.du.edu/hospitality-management/