ON SUCCESS
SPECIAL REPORT : CORPORATE SOCIAL RESPONSIBILITY
to and from U . S . soldiers . “ It was a chance to emphasize our interest in things that support military families , but we chose what is our normal and comfortable path , around the power of the written word ,” Plutzik says .
Plutzik declines to share specific numbers regarding The Betsy ’ s CSR investments and returns , but maintains its CSR commitment contributes to its business success . “ It ’ s so central to our brand and all the PR we get and how people talk about us ,” he explains . “ We have no doubt these things have contributed meaningfully to our success .”
BUILDING
ON SUCCESS
As a trained carpenter , Tim Dixon , owner of The Iron Horse Hotel in Milwaukee , Wisconsin , is passionate about trade skills , which he believes are becoming a lost art . When he toured a local high school last year and learned many shop classes were being shuttered due to budget constraints , Dixon decided to draw on his own expertise as well as
and culture makes people come back . One of my theories is that we ’ re an increasingly creative workforce . People are cultural consumers .”
Jonathan Plutzik , chairman of The Betsy – South Beach in Miami , echoes those sentiments . The Betsy has highlighted arts and cultural programming in particular since it opened in 2009 , in part out of respect for the legacy of
the knowledge of the many motorcycle enthusiasts who frequent the hotel to create the Build Moto Mentor Program .
Through Build , students work with mentors to restore vintage motorcycles in addition to developing business and interpersonal skills . The students also compete for various prizes , and the bikes are later displayed at The Iron Horse .
Dixon says the hotel invested US $ 30,000 in Build during the program ’ s first year last year but did
The Iron Horse Hotel ’ s Build Moto Mentor
Program allows local students to restore vintage motorcycles and develop business and interpersonal skills .
not see any direct ROI . “ That ’ s not the purpose of the project ,” he explains . “ Our ROI comes from making a significant contribution to the community .”
Dixon adds he has had interest in expanding Build nationally , and while that is one of his ultimate goals , he is proceeding slowly .
“ I believe our success is based on the local support we ’ ve always received ,” he notes . “ Therefore , independent hotels need to make their own commitments that are real , genuine and successful .”
Plutzik ’ s late father , Hyam Plutzik , a poet who was a finalist for the Pulitzer Prize . The hotel recently debuted a dedicated writer ’ s room and hosted six poets in residence during National Poetry Month in April . Other projects have included support for the John Lennon Educational Tour Bus , which The Betsy partnered with to create a film of local people reading letters
Rules of engagement Another point Plutzik emphasizes about The Betsy ’ s CSR program is the hotel ’ s deep , genuine commitment to it — the importance of which cannot be overemphasized for all hotels in this area . “ You really have to believe in what you ’ re doing ,” Plutzik says . “ It ’ s not sitting in some conference room saying we have to do four things this year , what boxes should we check ? There has to be an overwhelming , authentic commitment to doing them . That pervades all you do , and it ripples out into the community .”
Knop adds that kind of CSR commitment must extend to all levels of employees . “ It is not uncommon for companies to have award-winning CSR reports , yet if one were to approach a frontline staff member [ about CSR ], a blank stare is received ,” he says . “ If your frontline staff doesn ’ t know what CSR is and what it ’ s about to your hotel , your approach is an epic failure .”
The Sheraton Dallas Hotel has addressed this challenge by establishing an associate engagement committee comprised of everyone from top-level executives to entry-level team members . General Manager Ray Hammer notes that through associate donations , hotel matching and volunteer hours , the hotel contributed approximately US $ 470,000 in 2011 toward CSR projects — a 7 % increase over 2010 .
Another strategy to promote employee engagement is through unique training . Concorde Hotels & Resorts , Paris , developed the Experts
24 HOTELS May 2012 www . hotelsmag . com