Case Study: Hotel Teatro

Situation

Hotel Teatro, Denver’s original boutique hotel, sits in the heart of the city and is well-positioned to leverage notable city events and happenings. As the Denver hotel boom continued, increasing competition required Hotel Teatro to evolve their promotion strategy and create unique activations to help them stand out to potential guests.

Strategy

To differentiate Hotel Teatro, BPR identified key tourism drivers to the Denver market, which the property could leverage for newsworthy activations. BPR knew that creating eye-catching promotions, packages and activations around these events would drive interest around Hotel Teatro for both media and potential guests.

Results

With robust media relations efforts, BPR positioned Hotel Teatro at the top of the saturated Denver hotel market, while also emphasizing the property’s commitment to local happenings and the community. Through these campaigns, BPR generated more than 135 million media impressions. Additionally, throughout 2019, Hotel Teatro booked more than 85 nights with The Original Package, at an ADR of $320.68, totaling more than $27,000 in room revenue.

Situation:

Hotel Teatro, Denver’s original boutique hotel, sits in the heart of the city and is well-positioned to leverage notable city events and happenings. However, as the Denver hotel boom continued, increasing competition required Hotel Teatro to evolve their promotion strategy and create unique activations to help them stand out to potential guests.

Strategy:

To differentiate Hotel Teatro, BPR identified key tourism drivers to the Denver market, which the property could leverage for newsworthy activations. BPR knew that creating eye-catching promotions, packages and activations around these events, while being executable for the operations team, would drive interest around Hotel Teatro for both media and potential guests.

Tactics:

BPR worked closely with the Hotel Teatro team to create offerings that stood apart from the property’s competitive set, while also keeping the operations easy to execute for the property team. These included:

Red Rocks Recharge Package: Helping guests celebrate Colorado’s iconic Red Rocks Amphitheatre’s 75th Anniversary, the Red Rocks Recharge package offered guests to ability to explore Red Rocks just as locals do – as a fitness destination. Ten percent of each package booked was contributed to Preserve the Rocks, a fund of the City and County of Denver dedicated to education, restoration and preservation in and around Red Rocks Amphitheatre.

Brewtography: In conjunction with The Great American Beer Festival and Denver Beer Week, Hotel Teatro showcased Photographer Dustin Hall’s The Brewtography Project on property. In celebration of the installation, the property hosted an event in partnership with Call to Arms Brewing Company, which created an exhibition-exclusive brew collaboration – the Beautiful Impression, an oak-fermented Brett Farmhouse Ale – which was served at the property. During the exhibit’s unveiling, guests tried the beer firsthand, along with barrel-aged cocktails utilizing the beer. Additionally, guests received “a pint and a print,” including a pint of Beautiful Impression in a keepsake glass and a print from Dustin’s collection.

Tactics, continued:

Craft Beer Concierge: To further capitalize on its on-staff cicerone, the creation of the Craft Beer Concierge leveraged the strong interest from guests in Denver’s craft beer scene. The Craft Beer Concierge is a complimentary service that provides guests with recommendations for breweries to visit based on each guest’s beer preferences. Guests could then use the craft brewery map they reviewed with the Concierge, along with access to the property’s complimentary cruiser bikes, to explore local breweries that are sure to become their favorites.

The Original Package: To publicize the hotel’s 20th anniversary, and to underscore the “original boutique hotel” message, BPR developed “The Original Package.” The package incorporated new and old elements, nodding to Hotel Teatro’s history, but also highlighting its differentiators, including a “Bubbles + Bubbles” amenity in-room; a custom-curated charcuterie board in-room; and a “Bike + Brew” amenity.

Results

135+ million	85+ nights booked with The Original Package
MEDIA IMPRESSIONS	AT AN ADR OF $320.68, TOTALING MORE THAN $27,000 IN ROOM REVENUE

CLIENT TESTIMONIAL

“I have personally worked with the ladies at B Public Relations for more than seven years in a few different capacities. They are enthusiastic, creative and very talented. They are very well connected and bring many local and national opportunities right to our door step! They truly add value to our team and bring results to the table. I have enjoyed working with them and look forward to what the future will bring!”

Five destination designations received

including 2019 Condé Nast Traveler Readers’ Choice Awards: “Top Resorts in the World,” “Top Resorts in the West” and “Top Resorts in the United States”; 2019 USA Today 10Best Readers’ Choice Awards: “Best Destination Resort”; and 2019 LUX Magazine Tourism Awards: “Best Luxury Family Vacation Destination – Colorado.”