Special report : Hotel art
That ’ s also true for some temporary exhibitions with valuable artworks . “ Even though we never experienced any mishaps or situations that warranted extra caution , two of our security team members were with the artwork at all times , especially during the night ,” says Safiera Sait , director of marketing and communications , Raffles Dubai , regarding a recent exhibition of Spanish art at the hotel . The pieces had a total estimated worth ranging from US $ 200,000 to US $ 1.6 million .
Keeping the physical artwork safe is only one part of protecting the investment . Hotels with permanent collections at multiple properties usually opt for insurance at the corporate level . “ The Kessler Collection has an insurance policy that covers all of its hotels and the artwork housed in them , in addition to the use of security cameras monitoring
The Thief in Oslo , Norway , showcases a dramatic painting of the famed Marlboro Man .
artwork safety in hallways and corridors ,” says the Kessler Collection ’ s Hall . But no matter who holds the policy , hotels need to make sure they are covered . “ ArtNexus insures the pieces , but we ask to be named additionally insured on the policy and include a hold harmless waiver to be signed ,” Schwindenhammer says . Local artists might not require the hotel to arrange insurance , however . “ We treat them as independent contractors , and they are responsible for the liability ,” says Julie Arigo , general manager of the Waikiki Parc .
GettinG attention
Virtually every high-end property has realized the branding and ROI potential of incorporating art of some kind into its DNA . Getting an art program noticed means every aspect of the publicity has to be as carefully thought out as the curation . Moving beyond tradition PR and social media initiatives is a must .
Le Méridien Delfina Santa Monica uses artist-designed key cards that also offers guests free access to the Santa Monica Museum of Art and a discount at the museum store .
Gansevoort Park Avenue in New York City takes a holistic approach . “ We sell Deborah Anderson ’ s ( whose work decorates much of the hotel ) coffee table book ‘ Room 23 ’ in our guestrooms , yet the sales that are generated from this are less of a profit maker and more of an opportunity for guests to familiarize themselves with Deborah Anderson ’ s artwork and take a lasting memory with them from their stay . We also intend to launch an e-commerce site that will feature some of her work ,” says Elon Kenchington , COO , Gansevoort Hotel Group .
Mobile technology is the next frontier of art publicity . “ We are working on an app that we can have customers download when they arrive that has all the pieces and their descriptions in one place , like a self-guided tour . This would allow us to tell them when we have a new piece to come and see ,” says Lance Thompson , general manager , The Sebastian – Vail in Colorado . Art ’ otel in Amsterdam uses the databases of its artists to get local aficionados in the door — and that can add up . Most hoteliers agree art exhibits draw noticeable numbers of new faces into hotels , especially to dine . “ Often local residents would bring out-of-town guests into the artist studio and dine in the restaurants afterwards ,” says Angela Rafuse-Tahir , director of sales and marketing at the Fairmont Empress in Victoria .
Face time also ranks high on travelers ’ lists . “ We are establishing a series of art gatherings with curators and art experts on one side and collectors and gallery enthusiasts on the other side ,” says
28 HOTELS January / February 2014 www . hotelsmag . com