American Marketer


Ritz-Carlton lures football fans to Dallas with special perks

February 4, 2011

The Ritz-Carlton is grabbing football fans


Ritz-Carlton is wooing football fans to its Dallas location with special perks that are only available in the few days leading up to Super Bowl XLV.

The Ritz will be offering guests a complimentary throw-blanket and chocolates. And in collaboration with the hotel's Fearing’s Restaurant, there will also be football-themed dining selections, spa treatments and activities.

“The Ritz-Carlton is able to add special meaning to an event stay by providing personalized, event-specific service and amenities, such as to our Super Bowl guests,” said Noeha Coutry, director of sales and marketing for The Ritz-Carlton, Dallas. “This creates fond memories, adds fun and personality to the experience, generates smiles and is a true surprise and delight to our football-minded guests.

“The hotel will be promoting this through individual guest pre-arrival emails, via surprises and special treats presented in guest rooms and suites and via our team of football specialists who will be on hand to personalize, inform and assist on a 24/7 basis over this weekend,” she said.

Football-themed perks

The Ritz will offer its guests a variety of room-dining options, including a post-game combo platter called “Aftermath,” featuring a bacon-and-egg pizza with ranch dressing, an array of sliders and beer.

In-room dining will also offer a gourmet hot dog menu for the weekend, including a Green Bay Dog, a Pittsburgh Dog and a Ritz-Carlton, Dallas Dog.

Guests will also receive a complimentary cobalt-blue throw blanket with the game date in addition to Norman Love chocolates.

Ritz-Carlton Spa will be offering three results-oriented spa treatments throughout the entire month. These are the Quarterback Sports Wrap, First Down Facial and the Tight End Body Treatment.

The spa has also introduced the Rookie Package, including 20 percent savings on Monday through Thursday on treatments for first-time guests until Feb. 28.

Football Concierges have undergone extensive football information and statistics training to inform guests on the upcoming game, team statistics, road traffic updates and driving routes to the stadium.

The Club Lounge will feature a Chocolate Extravaganza in honor of the game, complete with specialty cocktails created just for the weekend.

Fearing’s Restaurant is also offering football-themed cocktails, several specialty food items and will have extended dining and bar hours on Friday, Saturday and Sunday.

“It is important that we go above and beyond to make a guest experience meaningful, and these special dining and amenity value-adds are a very appropriate way to do this during a sports enthusiast weekend,” Ms. Coutry said.

For the love of the game

Many luxury brands have already begun preparation for the Super Bowl.

Tiffany & Co., Audi, Gilt Groupe, Mercedes-Benz, Starwood’s Aloft and BMW have already begun their preparation for the big game (see story).

The Super Bowl gives brands a chance to dote on affluent sports fans while driving them to retail locations, Web sites and hotels, or raising brand awareness when advertising in one of the most coveted television spots of the year.

“It presents a wonderful opportunity to show off the best of a city’s hospitality, and for The Ritz-Carlton in particular, it allows us to demonstrate that our service bar remains exceptionally high, even during a time of crowds and high activity,” Ms. Coutry said.

Rachel Lamb is an editorial assistant at Luxury Daily. Reach her at