May 13, 2014
St. Regis polo opener
St. Regis Hotels and Resorts is gearing up for the opening May 17 of the international high-goal polo season in England.
The season kicks off at the brand's Cowdray Park Polo Club in West Sussex, Britain, and will pit the South American team against the Audi England polo team. The ongoing Family Traditions campaign will likely gain credibility among polo attendees who appreciate the hotel chain's commitment to the sport.
"As St. Regis continues to grow globally, we are looking forward to expanding our polo presence to new destinations such as Sonoma later in September, while also returning to several destinations where we have successfully hosted spirited matches before," said Paul James, global brand leader of St. Regis, The Luxury Collection and W Hotels Worldwide, New York.
"We look forward to sharing more details and information on our polo programming for this year very soon," he said.
Family fun
The match will mark the seventh annual St. Regis International Cup. The South American team's captain, Nacho Figueras, has become an recognized brand ambassador for St. Regis.
Nacho Figueras
Following the official contest, the brand will initiate the first The Family Traditions at St. Regis Polo Cup. Popular polo-playing families will compete in the cup such as Mr. Figueras and his son Hilario, against former England Captain, Andrew Hine and his son Ned Hine.
Also during the event, Mr. James, global brand leader for St. Regis, The Luxury Collection and W Hotels Worldwide, will treat attendees to the St. Regis signature cocktail, the Bloody Mary, and traditional St. Regis afternoon tea.
St. Regis consistently aligns itself with Polo. For instance, The St. Regis Aspen Resort highlighted its affinity for polo by acting as the official hospitality partner for The Piaget World Snow Polo Championship, the final stop on the 2013 circuit.
Guests at the property were invited to view the tournament’s matches from a VIP tent that provided an array of enticements. St. Regis’ polo tradition was followed up by another brand tradition, the unveiling of a new mural (see story).
Always the right time
Luxury brands have been waiting for the international polo season to hit full stride so they can court the affluent through sponsorships, special products and brand alignment.
Luxury watchmakers, automakers, hospitality leaders, spirits brands and fashion labels have flocked to the world of polo to cosset the crowds and gain the elite cachet it imparts. While mainstream sports provide brands with lots of noise useful for spreading campaign awareness, sports with high barriers of entry generate loyalists (see story).
"St. Regis Hotels & Resorts is thrilled to host the seventh annual St. Regis International Cup at Cowdray Park Polo Club this coming weekend," Mr. James said.
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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