Special RepoRt : Change Makers transformative hotel developer in the world ,” says the father of two with a third on the way . “ That ' s how I think . I think really big for us , and we have the capabilities , bandwidth and the momentum … I have a monstrous appetite to make change and to do interesting things on a bigger , more global scale .”
Without offering details , he likes other verticals , too , such as the multi-family and retail spaces where principles of hospitality , design and culture can be applied . In fact , he says AJ ( Adventurous Journeys ) has a good 20 ideas and it is more about which ones to act on first . “ We want to push the limits of what people think is possible ,” Weprin says . “ That ' s how you create a legacy and that ' s what we ' re all here to do – create a real legacy of something that ' s around for a long time that people really look at and say , ‘ they really took a chance and they really did something special .’”
Weprin wants to create brands that are genuine and far from mass market – even in the so-called lifestyle space . What started as a strategy to acquire or invest in iconic , high barrier to entry , unique assets with high ADRs is being applied across segments – even to hotels that get a US $ 150 rate .
He cites Pulitzer Prize winning author Martin Dressler for inspiration . “ It was about building a city within a city , and how a hotel was really optimized by creating a ‘ town square ’ with a post office , a shoeshine and more . Everything happened within a hotel . Memories were made . You recognize that history and bring it forward .”
Weprin likes to say Graduate hotels are not made up . “ It ’ s real . We are not trying to fool anybody ,” he says of the design and environment . “ I go to Philadelphia in Mississippi every single year , and there is a general store called Williams Brothers . It ' s 115 or 120 years old and they slice bacon right in front of the cash register . They didn ' t design it that way – it just evolved over time . There was no design firm or design boards – it just happened . It ' s just organic .”
That is how Weprin wants the “ we are
A view of Portage Pi at the Graduate Madison in Wisconsin
all students ” Graduate brand to feel . Not trendsetting , but taking inspiration from small towns like Philadelphia , learning the local lore , handcrafting the fittings and infusing it with inviting spaces . “ Just like they ' re here for a million years and they ' re going to be there for a million more . There ' s no unveiling of a model room in some auditorium in Las Vegas ,” he says .
Weprin cites Airbnb ’ s catchphrase , live like a local . “ Whatever you want to call that for hotels , that ' s what we do ,” he adds .
When asked about important lessons from his first eight years in the business , Weprin says it ’ s “ not compromising .” He refers to stretching to get a deal done for the perfect location . “ You can ' t put an ROI on the emotional connection a guest gets to the hotel ,” he says . “ It ' s not tangible ; it ' s emotional . When people connect with the space , they become customers for life , and that ' s invaluable . Then they also become brand ambassadors .”
Weprin says there are not a lot of other careers where you get gratification daily , and that is his motivation . “ That ' s a big deal for all the people that work here and commit themselves to AJ ,” he says . “ The investors that support us like the validation , too .”
WEPrin ' S POVS
" We ' ve gotten really good at ExEcuTinG On ScHEduLE , On budGET , On A dEAdLinE because we have so much going on … it ' s like they say , ' When you want something done , you give it to a busy person .' right ?"
" People trying to roll out brands or hotels react to what ' s going on right now . i dOn ' T cArE AS MucH WHAT ' S GOinG On riGHT nOW AS MucH AS WHAT HAPPEnEd in THE PAST And WHAT MAdE THAT TOWn SPEciAL . We like to connect with the history and tell those stories . That ' s an incredibly gratifying and educational experience for us ."
" We ' re not just trying to roll out and scale . WE ArE TryinG TO dO SOMETHinG PErSOnAbLE On EAcH ASSET THAT WE dO . Everything that we do is passionate ."
www . hotelsmag . com April 2016 HOTELS 27