Branding is everything and what a brand! In the late 1990’s when I was the marketing consultant for The Watergate Hotel, a report was published about the top 30 best known brands in the world. These are the types of brands known from main street USA, to Kenya to Hong Kong and beyond. The likes of Pepsi, Coke, Nike and Michael Jordan were in the top 10 but so was The Watergate Hotel.
Often when marketing a hotel a lot of time and money is spent on getting your name out in the market, as well as your location. There are now many Waldorf Astoria and Plaza hotels, but there is only one Watergate Hotel and everyone knows where it is located.
Even the “gate” has a brand of its own! Apply that to a name or incident and it becomes famous. The Watergate Hotel is famous, for scandal, stories and service! Although the burglary actually happened in the adjoining office building, The Watergate Hotel is the place everyone identifies with the event. Politicians, heads of states, artists and actors have all enjoyed the luxury The Watergate Hotel offered
Reading The Washington Post today there are reports of bids going well above the $40 million Monument Realty paid for the property. On top of this investment the building needs major renovation including infrastructure expenditures before design can begin. But what an opportunity to own not only a piece of history, but a unique part of the world.
As a marketing consultant it is a rare opportunity to work with this type of brand recognition, as well as a hotel with 13 Presidential Suites, all with grand pianos, and 13 Ambassador suites, just slightly smaller than the Presidentals! When touring prospective clients, people were amazed at not only the size of the rooms and suites, but the incredible views. I don’t think even the President of the United States has an office with the view I had from my office at The Watergate Hotel.
The Watergate Hotel was always known for wonderful service, dedicated employees and a quiet elegance reserved for grand hotels. This is what needs to be returned to the hotel and the residents of the Watergate complex. This is an opportunity which is once in a life time event.
Ms. Lane is founder and President of The Lane Group, which since 1994 has been providing innovative and successful marketing consulting to hotels, resorts, spas and golf clubs throughout North America.
Marjorie Lane, Founder and President, began The Lane Group in 1994 after a successful career in Hospitality Sales & Marketing and International Tourism. Ms. Lane’s senior management experience includes Omni Hotels, Wyndham Hotels, Meridien Hotels and Resort, Marriott Hotels & Resorts, The Watergate Hotel and Intercontinental Hotels & Resorts. Ms. Lane is a graduate of Tufts University and a long-time member of Hospitality Sales & Marketing Association International.Ms. Lane is a past president of the Potomac Chapter of Meeting Professionals International.
The Lane Group