and B-Side ; telling the stories of Hotel Revival to increase awareness among external audiences of the company ’ s impact efforts and community partnerships . Impulse , with his own photojournalism and videography , also provides an inside look at the hotel ’ s facilities and offerings to generate corporate and social bookings , as well as spur individual reservations .
Bass develops and oversees the cultural programming and community impact efforts on behalf of the hotel that support inclusive outreach . He is out in the community searching for talent and perhaps signing a new vendor who just needs an opportunity to grow .
Of the many collaborations between the two , they come together to curate Lit Lobby , in which local DJs play music on Friday and Saturday evenings from 4-7 p . m . to “ set the vibe ” for the peak guest arrival windows .
The two friends , both of whom report to the GM and generally work from the hotel lobby or out in the community , actually have a lot of hospitalityrelated experience , and suggest hoteliers should find true expertise to drive new and now expected content , as opposed to asking the F & B or front desk managers to take on these additional roles . It is their sole focus , they have no preconceived or industry biases – and it ’ s not just a one-time thing . They have a line item in the budget and expect it to grow as they help drive the business with their outreach .
Sound gimmicky ? What ’ s the ROI ? Well , it might be too early to measure true ROI as the industry just starts to rebound , but the 20-year veteran global DJ says he can observe people enjoying the vibe , which usually translates into ancillary revenue . Because he also creates social media posts , Impulse is definitely growing engagement , as well . The pair recently created a watch party for The Real Housewives of Potomac , including a short interview clip with the series lead , and captured some 2,329 social media views – influencer-like numbers .
The pair also has some advice on how to best manage a hotel ’ s social media accounts : capture real moments in the hotel and share it to build up the brand , the sense of experience and authenticity . “ Anyone can create content with price points and a call to action ,” Bass says . “ If you want something not selling you hard and has interesting things about it , we got you .”
Why does a hotel need a director of content and sonic identity ? “ The reason it works well is because I am on site six days a week , touching and seeing everything going on ,” DJ Impulse says . “ When we do things unique , it feels more authentic . The music we are programming is local and authentic .”
The pair smirks when asked about their likes and dislikes about hotel operations , but again has some broader advice .
“ We have been disrupted and have an opportunity to take a note of what the market is doing ,” Bass says . “ It is changing . We have a catalyst . It ’ s a pivotal moment and we have an opportunity to find ways to improve and use things differently . Look at QR codes – they were invented but the behavior was not in place to fully adopt them . Now everyone is using them . What can we explore to hone in on experiences to create for guests ? We need to get the right people in room to answer those questions – like DJs and people in the community . Stop using old hiring practices where you want people to fit a culture , because that is a bias . Be supportive and open for change .”
Hotel Revival lobby , where DJ Impulse and Jason Bass “ set the vibe .”