July 9, 2013
Starwood’s St. Regis San Francisco is bolstering its position as the official hotel of the 2013 Annual America's Cup with bespoke services for guests designed to mesh with the world of sailing.
The 2013 Annual America's Cup Summer of Racing marks the return of the event to the United States after 18 years. The legacy afforded by the race entwined with St. Regis' sailing history may appeal to luxury travelers who seek truly exclusive experiences.
"The relationship between the 34th America’s Cup and St. Regis Hotels & Resorts represents the brand’s continued focus to deliver what global travelers are passionate about: speed and sport, in pursuit of adventure,"said Dave Marr, senior vice president of brand management, North America at Starwood Hotels & Resorts, NY.
"With this partnership, we are confident travelers will recognize the brands’ shared values of precision, customization and innovation," he said.
"From Shenzhen to San Francisco, from Bali to Bal Harbour, sailing is a sport enjoyed by many of our guests at St. Regis Hotels & Resorts around the world."
Under the bridge
The America's Cup holds the oldest trophy in international sport and is viewed as the premier competition in the sailing circuit.
St. Regis guests who have a passion for sailing may see the event as an ideal place to exult in the sport. Similarly, sailing aficionados and participants in the race may book rooms to embellish their experience.
The America's Cup
By returning to the U.S. after such a long departure, the competition may draw fans eager to witness a rare occurrence.
The hotel will offer a range of bespoke services such as its signature Bloody Mary Cocktail, The Southern Cross cocktail and a rotating canapé menu.
Members of Starwood's Special Preferred Guest program will receive insider access to the world’s fastest boats and the world’s best sailors as well as exclusive experiences at the America’s Cup Pavilion and The St. Regis San Francisco.
St. Regis San Francisco suite and view of city
St. Regis also has personal ties to the sailing world. The hotel's founding family, the Astors, became a prominent social fixture in the world of sailing and the sport of polo.
Sailing fans unable to attend can use the hashtag #BringMeSPG for a chance to win special tickets to the America's Cup Finals and more.
The America's Cup takes place July 4 to Sept. 21.
"Luxury consumers are driven by unique experiences," said Taylor Rains, account coordinator at Rawle Murdy Associates, Charleston, SC. "When that unique experience also happens to coincide with one of the most prominent social events of the year, there’s some serious potential to make an impact.
"The America’s Cup has long since been a destination affair in which aficionados would dutifully make a different trip each year," he said.
"By aligning itself with the event, St. Regis has opened itself up to this wave of consumers."
Finding a masthead
Guests passionate about sailing may develop a strong connection to St. Regis after their stay. Sporting events can heighten a brand's ability to convert teetering consumers into customers.
For instance, the International Polo Club in Wellington, FL, has found its matches gain popularity among wealthy consumers from around the world who embrace the lifestyle of the sport
The club has partnered with many luxury marketers including Maserati, Veuve Clicquot, Four Seasons Resort Palm Beach and Piaget. The organization strives to provide a superior lifestyle for affluent consumers in its limited invitation-only membership (see story).
Luxury brands in other industries also find teaming up with sporting events to be beneficial.
For example, Toyota Corp.’s Lexus joined the United States Golf Association as the exclusive automotive partner of the 113th U.S. Open Championship June 10-16 at the Merion Golf Course in Ardmore, PA.
Establishing this year’s event as a groundbreaking enterprise, Lexus expanded its presence beyond the golf course into the surrounding area. With this move, Lexus will provide both U.S. Open attendees and golf fans unable to attend an engaging, golf-centered experience (see story).
When aligned with luxury hotels, sporting events attract ordinary guests as well as zealous fans.
"For those in the market that may not be as passionate about the America’s Cup, the partnership still serves a purpose," Mr. Rains said.
"It affords St. Regis the opportunity to tell the story of its heritage and thus deepen the consumer’s relationship with the brand," he said.
"In essence, St. Regis can leverage a partnership for much longer than the actual on-property event."
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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