and 500 people for each show . It ’ s not a traditional runway show — it ’ s infused with nightlife . It has been so successful , and there are so many designers that are appreciative of what we can do for them . We have a new fashion show every Thursday night , and we put on 50 a year .
For our art gallery night , attendance really depends on the artist . If it is someone lesser known , it will be between 15 and 20 people .
For Margate Mondays , the cooking demonstrations by Chef Joseph Margate of the hotel restaurant Clink are intimate by design . The most we ’ ll do is 15 people .
For Yappier Hour , we get — no joke — 40 to 60 dogs and their owners .
H : What lessons have you learned from the events ? What mistakes were made ?
RM : We just started this event called Manicure Mondays . We partnered with this local nail boutique . We had about 100 women show up at 5 p . m ., and obviously it ’ s impossible to do that many manicures at once . So we talked to the nail boutique and figured out how to make the manicures go a bit faster . We increased the number of nail technicians , and we created more of an atmosphere out in the courtyard for the attendees . I think being flexible is one of the keys to success .
We also tried sports-centered events , with flat screens displaying sporting events and the staff in sports uniforms . It really wasn ’ t that well attended , and I realized that I was trying to make us into a sports bar , but it was just not working . It just didn ’ t translate . H : What was the funniest event you have put on ? RM : Probably the Yappier Hour event because the dogs are so cute . We have sometimes had romances happen right in front of us . We had a little Shih Tzu that was interested in a St . Bernard , and seeing this little Shih Tzu trying to make it happen was one of the funniest things . Eventually we had to go over and tell the Shih Tzu it wasn ’ t happening . H : How is social media used with the events ? RM : Facebook was really the original thing that we used . While we started with probably 200 fans , now we have about 3,000 fans . In addition to that we also use Twitter .
Without social media , I don ’ t know what we would do . It ’ s been integral for the events .
H : How much money has The Liberty invested in these events , and have they created ROI ?
RM : The volume in our outlets and guestrooms has increased because it is a reason to bring people into our hotel . We have had heightened revenue streams , and there is not a ton of overhead with the events — it is the team on the ground organizing it .
H : Have the events affected the hotel ’ s larger performance metrics ?
RM : We have seen RevPAR growth , absolutely . We really outperform our competitive set on the weekend . A lot of our weekend crowd is from the greater Boston area . We ’ ve also seen tremendous growth on
Rachel Moniz weekdays , as well .
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