to get a room on gameday. Kohler also operates a small cabin collection.
THREADING THE NEEDLE Better defining the Kohler throughline is something Beaumont is keenly aware of. He is looking to thread it through more cohesive marketing that promotes the holistic Kohler experience; one that also includes a very important pillar: wellness. In 2000, the Kohler Waters Spa opened within the Carriage House. Four more Kohler Waters Spas ensued; two in Chicago and one each at the Old Course Hotel and Lodge Kohler. The argument could be made that Herb Kohler was in on wellness well before it became a constant theme within the hospitality landscape. Kohler Waters Spas emphasize hydrotherapy, which makes sense since Kohler knows a thing or two about water.“ Wellness is a central focus,” Beaumont said.
Herb Kohler planted the seeds that would germinate into the Kohler experience. As Beaumont tells it, Kohler’ s son, David, the fourth generation of the Kohler family, carries those creations forward, and is doing it through a meticulous and sharpened financial lens, one built on combining each element of the Kohler brand, from fixtures to fun. David Kohler, who also sits on the Green Bay Packers’ board of directors, holds an MBA from the Kellogg School of Management at Northwestern University. He climbed up the Kohler Co. ranks by cutting his teeth as a business analyst. He also had a stint as a foreman in the cast iron foundry. Where Herb Kohler believed that every business unit should be financially viable on its own, under David Kohler’ s direction, Beaumont said, the focus is on the total revenue derived and generated throughout the entire resort, inclusive of lodging, F & B, wellness and golf.“ We know that there are bigger margins in certain areas, but they all contribute to the overall experience and financial success,” Beaumont said.
A short walk down Highland Drive from The American Club is the Kohler Design Center, a 36,000-square-foot showcase space of Kohler products, where prospective home fillers can check out the latest in smart toilet technology or shower systems. Down a flight of steps is a museum, a massive curio cabinet of sorts showcasing the more than 150-year history of Kohler, from early-on cast iron tubs to its vitreous china product lines. It’ s not just tactile fixtures; it shares the story of a family that built a town.
“ It’ s the name of the company; it’ s the name of the family; it’ s the name of the village,” Beaumont said.“ It sets the standard for everything that we do.”
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