MERITAGE COLLECTION BRAND STANDARDS
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TABLE OF CONTENTS
IS THE MERITAGE COLLECTION? Meritage Collection Assets……………………………………..………….6 Value of the Meritage Collection …………………………….………....7 Meritage Collection Logo & Color Palette…………….……………….8 Product Prototype……………………………………………….…………..10 Top Attributes……………………………………………….………………..11 What is the Meritage Collection Customer? ……………………….….12 Meritage Collection Guest …………………………………….………….13 Capitol Markets…………….………………………..……………………….14 LOYALTY PROGRAM Stay Golden………………………..…………………………….…………...16 Stay Golden Our Voice………………..…………………….……….…..21 SUSTAINABILITY Sustainability Standards……………………………..………..……….…..23 Sustainability Goals ………………………………………....……………...24 STYLE SHEETS & LOGOS Hotel Viata ………………………………………....………………….…….26 Koa Kea………………………………………....…………………………….27 Grand Reserve at The Meritage …………………………………………28 The Meritage Resort & Spa………………………………………....…..…29 Pasea Hotel & Spa………………………………………....………………..30 PROGRAMMING AND ACTIVATIONS Programming & Activations Standards…………………………………32 2023 MC Brand Standards.…………………………………..…….…..….33 Experiential Marketing Playbook……………….…………….................34 FOOD AND BEVERAGE Outlets……………………..………………….………………………………37 Technology, Banquets, Kitchen, and Storage…………………..……38 OPERATIONS Arrival/Departure Experience, Guest Rooms…………………………40 F&B, Banquets, Gym, Spa………………...........................................…41 Public Areas, Overall Planning……………………………………..……42 AAA and Forbes…………………………………………………….……..………......……44 2
WHAT
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We own what we manage and we manage what we own.
COLLECTION? 4
WHAT IS THE MERITAGE
OUR POSITIONING
The Meritage Collection blends iconic, one-of-a-kind places with locally-inspired enrichment programs designed for the curious traveler.
A uniquely laid-back approach to the good life reflects our warm, sunshine-soaked California roots.
MERITAGE COLLECTION POSITIONING ● Independent ● Destinations ● Premier Events ● Authentic ● Wine brings us together ● Family owned and family values ● Polished Comfort ● Local Charm MERITAGE COLLECTION pg. 5 BRAND GUIDELINES
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MERITAGE COLLECTION ASSETS KO’A KEA AT POIPU BEACH PASEA HOTEL & SPA THE MERITAGE RESORT & SPA HOTEL VIATA GRAND RESERVE AT THE MERITAGE THE MERITAGE RESORT & SPA LOCATION Napa, California CONSTRUCTED 2006 ROOMS 322 MEETING SPACE 50,000 sq ft KO’A KEA AT POIPU BEACH LOCATION Kauai, Hawaii CONSTRUCTED 2016 ROOMS 12 1 MEETING SPACE 70 0 sq ft GRAND RESERVE AT THE MERITAGE LOCATION Napa, California CONSTRUCTED 2018 ROOMS 14 5 MEETING SPACE 25,380 sq ft HOTEL VIATA LOCATION Austin, Texas AQUIRED 2020 ROOMS 1 94 MEETING SPACE 13,300 sq ft PASEA HOTEL & SPA LOCATION H untington Beach, California CONSTRUCTED 2016 ROOMS 25 0 MEETING SPACE 34,000 sq ft 6
VALUE OF THE MERITAGE COLLECTION
§ A long history of curating high performing, award-winning hotels
§ Topline revenue strategies that consistently perform above the competition in both rate and occupancy
§ Strong, engaged customer base within California and the drive/fly markets Marketing engine that combines digital customer acquisition, loyalty and retention that successfully competes with branded hotels
§ Robust sales team that works in the community and with corporate partners to bring business to the hotel and local neighborhood
§ Programming infrastructure that provides countless amenities to the guest and locals (pop up shops, music activations, food and beverage offerings)
§ Community involvement to be the hotel of choice for business travel, not for profit events and community galas
§ Food and beverage concepts that speak to the neighborhood
§ Provide four diamond service to our guests with above average customer satisfaction and net promoter scores
§ Focus on wellness and cutting edge services and experiences Sustainability practices that are relevant and impactful
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Meritage Collection Logo & Color Palette
LOGO LOCKUP COMPONENTS
The Meritage Collection ‘Stay Golden’ lockup consists of two components:
• The Meritage Collection logo, modified with a gradient fill
• ‘Stay Golden’ tagline (also with gradient applied)
COLOR PALETTE
Logo Color
The ‘Stay Golden’ logo and tagline use gradated shades of PHG Gold. The corresponding PANTONE (spot) color, and suggested CMYK, RGB and HEX builds, are included.*
PANTONE 126C C11 M 31 Y100 K 36 R154 G118 B17 HEX 9A7611
PHG GOLD 50% C6 M16 Y50 K18 R202 G178 B123 HEX CAB27B
PHG GOLD 100% C11 M 31 Y100 K 36 R154 G118 B17 HEX 9A7611
LOGO CLEAR SPACE
The minimum required clear space surrounding the ‘Stay Golden’ logo is equal to the height of the ‘C’ in the logo symbol.
This minimum space should be proportionally maintained as the logo is enlarged or reduced in size.
Alternate Logo Colors
SOLID GOLD: May be used for spot/single-color applications such as embroidery or screenprinting.
SOLID BLACK: Must be used for grayscale applications such as black-and-white newspaper ads. Note the entire logo is 100% black, not shades of gray.
SOLID WHITE (REVERSE): Must be used on dark- and medium-colored backgrounds where a color or black logo would be illegible.
Secondary Campaign Color
A complimentary blue has been added as a secondary color to our primary gold. The corresponding PANTONE (spot) color, and suggested CMYK, RGB and HEX builds, are included.*
MERITAGE COLLECTION ‘STAY GOLDEN’ BRAND GUIDELINES 2.0 pg. 9
IDENTITY
·
‘Stay
BRAND
ELEMENTS
Meritage Collection
Golden’ Logo & Color Palette
*Color conversions are suggestions only and may not match PANTONE standards.
PHG GOLD 70% C8 M 22 Y70 K 25 R184 G155 B82 HEX B89B52
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PHG GOLD 35% C4 M11 Y35 K13 R216 G197 B156 HEX D8C59C PHG GOLD 65% C 7 M 20 Y65 K 23 R188 G160 B92 HEX BCA05C PANTONE 302C C99 M73 Y45 K 38 R0 G56 B81 HEX 003851 PHG GOLD PHG BLUE
Meritage Collection Logo & Color Palette
MINIMUM LOGO SIZES
PLEASE NOTE: There are two versions of the logo, a print version and a digital version which has been thickened to accommodate the low resolution of digital mediums. Be mindful of the medium you are designing for and please use the correct logo version.
Print
The minimum size the ‘Stay Golden’ logo may be reproduced in print is 2.25 inches wide.
EXAMPLES OF LOGO USAGE ON BACKGROUNDS
The logo should not be placed on any background that distracts from it or causes legibility issues.
The logo should only be placed on either solid colors or backgrounds that are not busy. If the logo is used on a photographic background, then it must be on a part of the image that is not busy. If the background is dark, use the white (reverse) version of the logo.
Web/Digital
The minimum size the ‘Stay Golden’ logo may be reproduced digitally is 250 pixels wide.
These minimum sizes ensure the entire lockup is legible.
Acceptable Unacceptable M C MERITAGE COLLECTION STAY GOLDEN MERITAGE COLLECTION ‘STAY GOLDEN’ BRAND GUIDELINES 2.0 pg. 10 BRAND IDENTITY ELEMENTS Meritage Collection ‘Stay Golden’ Logo & Usage
UNACCEPTABLE LOGO
EXAMPLES OF
TREATMENTS
OUTLINING/INCREASING WEIGHT STRETCHING OR DISTORTION REVERSE OUTLINING OR OUTER GLOW REMOVAL OF COMPONENTS EXCESSIVE DROP SHADOW COLOR SUBSTITUTION ATTEMPTING TO RECREATE OR TYPESET THE LOGO LOCKUP RESIZING OF COMPONENTS 2.25" 2.25"
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Meritage Collection Product Prototype 250 Rooms Approximately 40% Group Business 100 Sq feet of meeting space per key 3 meal restaurant Bar or Rooftop Coffee House Spa Pool & Deck 10
Top ATTRIBUTES ● Independent ● Authentic to Destination ● Forbes service standards ● Triple A Rated ● Always Pet Friendly ● Experiential Programming ○ Wellness ○ Food & Wine ● Markets ○ Early adopter markets ○ Strong drive market ○ Accessible destinations ● Sustainability sourcing ● Easy and ease to stay with ○ Quick connect internet ○ Vehicle charging ○ QR code ordering ○ Contactless options 11
Who is the Meritage Collection Customer?
The Meritage Collection has a customer set of over 1 million guests, with a majority living in the California region.
We identify and categorize our customers in three subgroups: Young Urbanites, Family Bliss and Power Royalty.
Young Urbanites
§ 25 44 years old
§ $178K average HHI § 54% male / 46% female
§ 72% own homes § 55% married
§ 28% have children in household
Family Bliss
§ 45 54 years old
§ $188K average HHI
§ 54% male / 46% female
§ 94% own homes
§ 78% married
§ 61% have children in household
Power Royalty
§ 55 64 years old
§ $220K average HHI
§ 51% male / 49% female
§ 96% own homes § 72% married
§ 37% have children in household
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Meritage collection Guest
The Meritage Collection guest is discerning, is on trend and seeks high end experiences.
§ Purchases are influenced by what’s in style
§ On the go and always connected
§ Spends time to entertain with friends
§ Enjoys being an inspired shopaholic
§ Seeks excitement and high quality experiences
§ Health and wellness enthusiast
§ Seeks high end, aspirational brands
§ Maintains routine health, beauty and wellness habits
What influences their buying decisions?
§ Influencers and celebrities play a big role in inspiring decision making to reflect their style and express themselves.
§ Family and friends as well as family influencers have a high influence on decision making to ensure they are providing the best experiences and quality of life they want.
§
Celebrities and magazines provide inspiration for the aspirational, upscale lifestyle they want to exude to impress others. They love traveling to beautiful destinations where they can relax and enjoy spending time with the family with comfortable, high end amenities, upscale dining and fine wine.
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CAPITAL MARKETS Markets: § California § Hawaii § Arizona § Utah § Texas § Montana § Idaho § Tennessee § Florida § North and South Carolina § Georgia § Colorado 14
Loyalty Program and Stay Golden
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Stay Golden
OUR LOYALTY PROGRAM
One-of-a-kind places, thoughtfully designed experiences, and a sense of easy, sophisticated luxury that stays with you far beyond your visit. This is the Meritage Collection promise, and Stay Golden is how we reward and pamper guests who make our properties their preferred place for memory making and relaxation.
Inspired by the warm California sun that’s guided the creation of each of our properties, Stay Golden is a loyalty program designed around the golden moments that make travel so special: unique adventures, decadent luxuries, and delightful surprises. Above all, the friendships and forever moments that truly Stay Golden, are what we consider, your most valuable rewards.
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Stay Golden - LOGOS 17
Stay
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Golden - COLORS AND TEXTURES
Stay Golden -
TYPOGRAPHY
HEADER
Museo Sans Bold
Left Align, No Hyphenation
SUBHEAD
Museo Sans Bold
Left Align, No Hyphenation
BODY
Museo Sans Regular
Left Align, No Hyphenation
THE FUTURE IS LOYALTY
CAPTION HEADER
Museo Sans Bold
Left Align, No Hyphenation
CAPTION TEXT
Museo Sans Light
Left Align, No Hyphenation
BULLET HEAD
Museo Sans Bold
Left Align, No Hyphenation
BULLET BODY
Museo Sans Light
Left Align, No Hyphenation
STAY GOLDEN REWARDS
The Stay Golden Rewards Program aims to build relationships and promote a culture of loyalty by celebrating great service and rewarding meaningful connections. The goal of the program is to anticipate guest needs, personalize experiences and incentivize visits, all through personalized messaging, tier incentives, spa offers, food and beverage bonuses, referral marketing and more.
JOIN STAY GOLDEN
We believe that the best travel experiences come from true immersion in a destination, and that is why it's our goal to reward guest with unique, one of-a-kind experiences
HOTEL FEATURES
· 190,000 Sq Ft
· 6,650 Sq Ft Meeting Space · 194 Rooms · 38 Acres
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Stay Golden – VOCABULARY, TAGLINES, AND HEADLINES VOCABULARY Memorable Delightful Relax Enriching Designed Cherish Selected Curated Love Standout Radiant Exclusive Thoughtfully Premium First of its kind TAGLINE THE RADIANCE OF LOYALTY ADDITIONAL HEADLINES The Future is Golden Time to Shine Transforming Travel Move Beyond Points Your Golden Opportunity Sunlit and Exclusively Yours Memories that Last 20
Stay Golden – OUR VOICE
THE TASTEMAKER
Sophisticated, knowledgeable, intuitive and creative, our Stay Golden messaging acts as a concierge of experiences. While we serve our loyalty members with delightful surprises and offers tailored to their preferences, we also set the bar by designing activities and packages that push beyond their expectations. The goal: making Stay Golden a one of a -kind membership that incentivizes stays with us while setting a new bar in travel.
WE ARE CAPTIVATING Alluring and unmissable like a sunset on the Pacific
PASSIONATE Showcasing the deeper meaning behind a moment
PROMISING Building trust with guests by intuiting their dreams
TEMPTING Sensory and experience driven to make joining unmissable
WE ARE NEVER GENERIC
A step beyond loyalty points is our sweet spot SPAMMY Avoiding repetitive messages and offers is key
IMPERSONAL We tailor messaging to specific guest needs
UNINTERESTING
Our experiences stand apart and set trends
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SUSTAINABILITY STANDARDS
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Sustainability Standards
● Sustainability and well-being are fundamental pillars to Pacific Hospitality Group’s (PHG) promise to our team members and customers. We view challenges as an opportunity for change. PHG is committed to leading the path to a sustainable future in hospitality.
People Planet
Profit
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Sustainability Goals
2. UN Goal # 8: Decent Work and Economic Growth
Promote sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all.
3. UN Goal # 14: Life Below Water
Conserve and sustainably use the oceans, seas and marine resources for sustainable development.
○
○
Ensure
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1. UN Goal #3: Good Health and Wellbeing ○
healthy lives and promote well-being for all at all ages.
STYLE SHEETS & LOGOS
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SHEETS
LOGOS 26
Style Sheets and logos
STYLE
&
Property
SHEETS & LOGOS 27
Style Sheets and logos
STYLE
Property
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and logos
STYLE SHEETS & LOGOS
Property Style Sheets
LOGOS 29
Style Sheets and logos
STYLE SHEETS &
Property
STYLE SHEETS & LOGOS
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Property Style Sheets and logos
PROGRAMMING AND ACTIVATIONS
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Programming & Activations Standards • Provide a minimum of 1 arts and culture activation weekly • Provide a minimum of 1 live music activation weekly • Provide 1 F&B experience programming activation each week • Provide a locally inspired daily property ritual • Provide a pet-friendly designated pet relief area (except KKR) • Provide in-room dining pet food and beverage options 32
https://phghq my.sharepoint.com/:b:/g/personal/charlotte_einar_buschgroup_org/EZYVpj 0Na4BHh5Q5ue3U5toBPWe7GxJM GgJynXr8PyG7g EXPERIENTIAL MARKETING PLAYBOOK 34
Programming Structure
Each property must implement the two mandatory items in each programming category. All other
recommendations may also be implemented if properties feel that they are a good fit for their hotel.
Immediate Rollout Plan:
Each of the items marked as mandatory and highlighted in the table of contents in gold will be rolled out immediately to the Meritage Collection properties.
Arrivals & Departures Fitness & Wellness V.I.P. Program • (Very Important Pets)
Rituals & Loyalty Arts & Culture Food & Beverage
Meritage Kids
programming
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FOOD & BEVERAGE
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FOOD AND BEVERAGE Outlets • $6.000,000 top-line revenue • 3-Meal “on-brand” restaurant (PHG operated) • 80 indoor seats + 40 outdoor seats • PDR 12 seats minimum • Bar: Minimum 12 stools • Cocktail/Lounge minimum of 4 tables • Roof Top Bar with food offerings • Signature Cocktail Program • Trinitas and Foley inspired wine list • Minimum of 8 handles – (5) regional craft beers • (2) Wine, (1_ signature batch cocktail • Blend Coffee, “Grab and Go” Retail • Market Style In-Room Dining • Pool bar (6 cabanas) • Spa Menu • Daily Lobby F&B activations 37
FOOD AND BEVERAGE Technology • Open Table reservations system Restaurant • Silverware POS • QR mobile ordering available all outlets • Pay at table devices • Complimentary Wireless Wi Fi in Dining Room Banquets • $10,000,000 top-line revenue • 20,000 square feet meeting space (indoor/outdoor) • 6,000 square feet ballroom (5 capacity dinner) • Meeting room equipped with latest AV technology • Lightning-fast Wi-Fi • Lineless Conference Service Kitchen • Main kitchen 4,000 square feet • Rooftop Bar Pizza + Aux kitchen 500Square Feet • Capacity to service all outlet and high-volume banquet department • 3 walk-in fridges & a freezer Storage • 2,000 square feet for banquet • Beverage Walk In Loading Dock • Capacity to accommodate (2) large trucks 38
OPERATIONS
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OPERATIONS
Arrival | Departure Experience
• Welcome ritual that ties to hotel market
• Signature Scent
• Genuine, anticipatory & refined Service
• Valet Service required and valet charges where possible
• Paperless check in with room keys on iPhone
Guest Room
• Frette Linen
• Bulk Amenities in guest rooms
• Nespresso Coffee
• Signature footwear & robe
• Tip envelopes in guest rooms
• Refrigerator
• Coffee maker
• Bulk Amenities
• Shower
• Bathtub in suites
• Double Queen Beds (Not double doubles) 20% subject to market rest kings
• Pillow Options
• Extra blanket and pillows
• Couch to be pulled out to another bed
• Bible, rosary, and crucifixions in the rooms provided by PHG
• Workout Yoga Mat
• Minimum of 375 sq ft.
• 15% suites
• Balconies in temperate climates
• Table for working
• 9 Foot minimum clear height in rooms
• Free bottled water in room
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Food and Beverage
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•
•
Banquet Operations
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Gym
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•
•
•
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•
•
•
•
Spa
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•
•
OPERATIONS
1 restaurant for every 400 guest rooms
for 150
Blend
Rooms+
In Room Dining on China Plates
Rolling banquet nesting tables Vendor of choice to match hotel/market
meeting room tables
Linenless
Peloton Bikes (peloton Treads if out)
Work out class programing
3+ treadmills
2 Pelotons
Free dumbbells
Medicine Ball
F&B service
Cabanas for private use, TVs, and fridge
Digital ordering with QR code
treatments for
Facials and Body
all Spas
service
Salon
for properties 350+ rooms
each
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Membership program at
spa
OPERATIONS Public Areas • Cash machine that issues a minimum of $500 • Public Bathrooms: Use a paper towel dispenser for high quality paper towels • Elevators: • Only use cable elevators NOT hydraulic • Hard surfaces on elevator floor • Meeting rooms to drive group booking • Use outside access for receptions • Windows when possible • Maximize break out rooms • Carpet in Hallways • Pool Overall Programing • AAA 4 Diamond level service • In House Laundry • Back-Up Generator 42
FOUR DIAMOND & FORBES STANDARDS
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AAA Standards: https://phghq
my.sharepoint.com/:b:/g/personal/charlotte_einar_buschgroup_org/EYI23Wvq CA9Nuj94NP7OcwEBNZZZ0riQ8UUU0ynYhW8f3w
Forbes Standards: https://phghq my.sharepoint.com/:b:/g/personal/charlotte_einar_buschgroup_org/EfUrOj3ZTi9 OsO9XFA_Zh7gB6HNStzuNZmEcyN0E6Uos4Q
AAA and Forbes Standards Categorized in Excel: https://phghq my.sharepoint.com/:x:/g/personal/charlotte_einar_buschgroup_org/EdN65HQx F_9Dhrp5mljlPxYBSSSQKJ9QWmkP49zBEa7YjA?e=ehEuol
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