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BITAC - Unlocking Lobby Potential At BITAC Purchasing & Design West discussion focused on the rapidly changing lobby experience. Do you know specifically how to make changes that are effective? Read this and you will. Thursday, October 18, 2012 Glenn Haussman

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We’d love to not write about it anymore but every time we try to get away, we just get pulled back in to write more about the lobby. Perhaps it’s because it is one of the most significant trends of the day, or maybe it’s because we’re too lazy to think of anything new. Ha!

Truth is the lobby is radically changing in new and interesting ways and these changes are resulting in a wholesale revolution as to what this space really is.

“The lobby used to be a statement place in former times, but the trends we’re seeing now is that lobbies may disappear in favor of transitioning to an interactive space that generates revenue. In the past it’s always been a non-revenue generating space,” said David Dunphy, Principal of Studio HBA during a panel discussion at this week’s sold out BITAC Purchasing & Design West.

That sums it up pretty clearly. Gone are cavernous spaces with a few chairs here and there for people to, sit, wait around and do nothing. Now it’s all about programming different areas to fill one continuous space to heighten social experiences, give people a place where they can be alone together and also sell more food and drink.

BITAC is of course the industry’s preeminent idea exchange and at this sold out event attendees not only got a chance to network with top industry decision makers but also get the inside track on what is really happening in the hotel business.

And creating revenue in the lobby is a leading issue for hoteliers. Executives are seeing money walking out the door to local neighborhood chain restaurants and realizing they could be pocketing that cash by a downstairs redesign.

Mesh that with today’s continually shifting consumer moods and priorities where many travelers are craving continual social interaction; and then suddenly you have an opportunity to make a hotel more resonant with guests.

So designers are being tasked to rethink and reinvent the notion of what that public gathering space could be.

Sara Pickard, President of Pickard Design Studios is right in the center of this trend and is busy experimenting and reinventing what a lobby could and should be. “We’re doing a lot with concept lobbies, figuring out new ways to guests out of rooms and into lobbies. We want to bring it all together in a cohesive space by bringing business centers into the lobby, having an open bar concept and all sorts of different kinds of areas for guests to use computers and be social. It’s all about interaction,” she said.

But how do you make such drastic change?

Robert Lee, VP with The Hotel Group, said the changes need to be vast and deep. “To truly change a space you have to take it down to the bones and sometimes move around the bones and repurpose areas to be more profitable. When we go into a space we look at how we can change around the space to make it flow better,” he said.

“When we’re approaching a lobby renovation we’re trying to unlock the potential. Let’s say have great courtyard but no one can see it unless you’re right there, we want to open it up so you can see the courtyard right when you walk in. We are trying to come up with creative ways to get around infrastructure limitations,” said Dunphy.

Another important tip is to create separate and distinct zones that make everyone comfortable even if they want to be alone. And doing that doesn’t have to be too complicated.

“We’re doing interesting things with different surfaces, making them opaque if you’re in the business center, a lot of stuff with finishes,” said Pickard.
“We are experimenting a lot with communal seating so instead of sitting separate guests see communal tables where you can plug in your laptops, and also create small seating sections with sofas,” said Lee.

Dunphy said in many cases they are changing check-in areas to eliminate the boundaries between guests and front desk agent. They’re replacing them with either pods or desks. Additionally he sees clerks getting more mobile and checking people in on iPads. “The notion of having to walk up to a formal transaction medium is going to change in the future,” he said. “Even at big properties we’re finding if we can walk in the front door and the lobby isn’t the only thing they see, guests can make choices between a gift shop, a bar, and anything else they see.”