Morgans Hotel Group – “ON PROPERTY EXPERIENCES”

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AMBITION

To help the original boutique hotel brand to re-establish its edge and bring tastemakers and influencers back to their properties.

ACTION

Created 100 memorable & intimate live experiences as part of an on-premise national music program for guests and locals including:

• Opening of the Ames in Boston, Mondrian South in Miami, Mondrian Soho in New York
• Weekly event series at Hudson Hotel NY & Delano in Miami
• 5 years of programming during Miami Music Week at Delano
• 3 years of Art Basel events
• 2 years of Grammy & Fashion Week events

Aligned Morgans with emerging talent and established artists such as: The Roots, Common, Grace Jones, Erykah Badu, Janelle Monae, Estelle, De La Soul, and The Kills.

IMPACT

50 MILLION media impressions
63 THOUSAND event attendees
75 THOUSAND new names to Morgans database

MEDIA HIGHLIGHTS
Reuters, Rolling Stone, Miami Herald, Time Out New York, L.A. Times, Paper Mag, TheExaminer.com

NATIONAL AWARENESS AND BUZZ
Repositioned Morgans properties into credible music venues, establishing a major point of difference for the hotel group

PRESS
“Morgans Hotel Group has once again teamed up with the renowned music and lifestyle company, Giant Step … The program was such a favorite amongst New York tastemakers and the downtown music scene that Hudson and Giant Step have developed an additional 20 part series to further develop the program’s popularity with an even more diverse roster of talent.”
Reuters