PERSONALITIES
Celebrity photographer and noted humanitarian Jeremy Cowart knows next to nothing about the hotel business , but it is not stopping him from trying to create a brand with a true conscience , taking corporate social responsibility to a whole new level .
Although a US $ 2 million Kickstarter campaign fell short of its goal , Cowart is starting a second , more attainable campaign , adding that he has several interested private investors , as well .
He wants to launch The Purpose Hotel , which is being called a humanitarian relief project , in his hometown of Nashville , Tennessee , by 2018 via a repositioning or within three years via new build . He has talked to potential operators , including big brands .
The dream , Cowart says , is to grow the
CONCEPT WITH A
By JEFF WEINSTEIN , EDITOR IN CHIEF CONSCIENCE
brand to multiple global major markets .
Cowart says he had no interest in hotels until he had an overwhelming moment in one , realizing nonprofits could do everything in the guest room – from blankets to soaps and furnishings . “ Then I thought about how that money could be channeled ,” he says , adding that among the concept ’ s goals is to create jobs worldwide .
In the first 48 hours after the initial July 19 Kickstarter launch , Cowart says thousands of backers united to support the project and raised more than US $ 757,000 of the original goal . Now he has a lot of PR brewing to reach the goal for the second campaign .
Raising money from individuals on Kickstarter gives them opportunity to become co-founders as backers of the project and help fight injustices of war , hunger , poverty , global warming , racial tension , unclean water , addictions and natural disasters . Every aspect of the brand will directly contribute to those in need , including through strategic hotel product sourcing and procurement .
Cowart says he has been involved in the nonprofit world for the past decade , and while it is tricky to source all materials via his network , he believes there are enough options to make it work and price properly . “ We still have to function as business and we will connect where we can ,” he adds .
The concept itself will be bright , include F & B as well as retail with products following the same principals .
Rendering for a guest room at The Purpose Hotel
“ The hotel will have a large lobby for people to hang out and work together ,” Cowart says , adding he is looking at 200- to 300-room properties .
The lobby will also have projected infographics showcasing the impact the hotel is having around the world . For example , an Internet fee will help fight human trafficking .
The lobby will also be home to a Charity : Water Well and include experiences of their sustainable water work throughout the hotel . Coins tossed in the well by guests will be used to build new Charity : Water wells in the future .
“ I ’ m not sure how quickly it will grow ,” Cowart says . “ Developers are approaching us , saying they want the hotel right now . We will go as quickly as we can , but we want to do it right and smart .”
18 hotelsmag . com October 2016