[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:09.00,0:00:11.00,Default,,0000,0000,0000,,I love hotels.
Dialogue: 0,0:00:11.64,0:00:16.26,Default,,0000,0000,0000,,I love hotels because they're\Nliving, breathing enterprises.
Dialogue: 0,0:00:17.22,0:00:22.39,Default,,0000,0000,0000,,A hotel holds the promise every day\Nof adventure and romance,
Dialogue: 0,0:00:22.41,0:00:28.56,Default,,0000,0000,0000,,intrigue, mystery, betrayal,\Naffairs of the heart, dangerous liaisons.
Dialogue: 0,0:00:28.56,0:00:31.36,Default,,0000,0000,0000,,Where else can you find that\Nbut in fiction or in film?
Dialogue: 0,0:00:34.16,0:00:40.48,Default,,0000,0000,0000,,Today, I want to speak to you\Nabout the challenge of creating a hotel
Dialogue: 0,0:00:40.48,0:00:45.31,Default,,0000,0000,0000,,that has both life and adventure,\Nand also is a place with a soul.
Dialogue: 0,0:00:47.57,0:00:52.06,Default,,0000,0000,0000,,I think we've all been to a hotel\Nthat didn't have a soul.
Dialogue: 0,0:00:53.66,0:00:58.29,Default,,0000,0000,0000,,It may have been a hellish experience,\Nor it may have been that, perhaps,
Dialogue: 0,0:00:58.29,0:01:02.71,Default,,0000,0000,0000,,it just didn't live up to the expectations\Nyou had for this wonderful getaway,
Dialogue: 0,0:01:02.71,0:01:04.29,Default,,0000,0000,0000,,and you were disappointed.
Dialogue: 0,0:01:05.35,0:01:08.85,Default,,0000,0000,0000,,I've been a part of building a hotel\Nthat didn't have a soul.
Dialogue: 0,0:01:10.51,0:01:12.97,Default,,0000,0000,0000,,It's no longer part of our collection,
Dialogue: 0,0:01:12.97,0:01:16.10,Default,,0000,0000,0000,,but it wasn't for a lack of effort,
Dialogue: 0,0:01:16.10,0:01:19.71,Default,,0000,0000,0000,,but things happened in the process,\Nduring the design,
Dialogue: 0,0:01:19.71,0:01:22.23,Default,,0000,0000,0000,,during the development\Nwe made compromises,
Dialogue: 0,0:01:22.23,0:01:25.74,Default,,0000,0000,0000,,and at the end,\Nthe hotel just didn't capture
Dialogue: 0,0:01:25.74,0:01:28.71,Default,,0000,0000,0000,,the imagination and the magic\Nof the setting,
Dialogue: 0,0:01:28.71,0:01:30.86,Default,,0000,0000,0000,,and I was bitterly disappointed.
Dialogue: 0,0:01:33.13,0:01:37.65,Default,,0000,0000,0000,,Taking that to heart,\NI've become a student of hotels.
Dialogue: 0,0:01:37.65,0:01:40.94,Default,,0000,0000,0000,,I vowed that would never happen again,\Nif at all possible.
Dialogue: 0,0:01:41.44,0:01:42.99,Default,,0000,0000,0000,,I've grown up around hotels,
Dialogue: 0,0:01:42.99,0:01:46.77,Default,,0000,0000,0000,,and we've built a number of hotels\Nfrom the ground up -
Dialogue: 0,0:01:46.77,0:01:52.14,Default,,0000,0000,0000,,by that I mean from the very first idea\Nof what a hotel might become -
Dialogue: 0,0:01:53.07,0:01:58.93,Default,,0000,0000,0000,,through design, through construction,\Nthrough opening and operation.
Dialogue: 0,0:01:58.93,0:02:02.44,Default,,0000,0000,0000,,Today, I'd like to share\Nthose ideas with you
Dialogue: 0,0:02:02.44,0:02:05.29,Default,,0000,0000,0000,,about how to create a hotel with a soul.
Dialogue: 0,0:02:06.46,0:02:12.44,Default,,0000,0000,0000,,A soul is defined as something\Nintangible, not physical.
Dialogue: 0,0:02:13.28,0:02:16.94,Default,,0000,0000,0000,,It also suggests a connection\Nto a greater spirit.
Dialogue: 0,0:02:17.86,0:02:24.12,Default,,0000,0000,0000,,So if a hotel has a soul, it would have to\Nhave a life beyond its physical walls.
Dialogue: 0,0:02:25.27,0:02:27.03,Default,,0000,0000,0000,,Let's call that soulfulness.
Dialogue: 0,0:02:27.87,0:02:31.41,Default,,0000,0000,0000,,We've identified four elements\Nof soulfulness:
Dialogue: 0,0:02:32.14,0:02:33.38,Default,,0000,0000,0000,,great design,
Dialogue: 0,0:02:34.43,0:02:35.79,Default,,0000,0000,0000,,a sense of place,
Dialogue: 0,0:02:37.00,0:02:40.61,Default,,0000,0000,0000,,a connection or being a part\Nof the community
Dialogue: 0,0:02:40.61,0:02:42.67,Default,,0000,0000,0000,,in which the hotel is located,
Dialogue: 0,0:02:42.67,0:02:44.84,Default,,0000,0000,0000,,and finally and most importantly,
Dialogue: 0,0:02:44.84,0:02:48.81,Default,,0000,0000,0000,,that the hotel inspires\Ngreat affection or love
Dialogue: 0,0:02:48.81,0:02:51.37,Default,,0000,0000,0000,,through and for the people working there.
Dialogue: 0,0:02:52.37,0:02:55.29,Default,,0000,0000,0000,,What do we mean by great design?
Dialogue: 0,0:02:58.32,0:03:03.67,Default,,0000,0000,0000,,Great design can be big, it can be small.\NIt can be luxury, not luxury.
Dialogue: 0,0:03:03.67,0:03:06.70,Default,,0000,0000,0000,,It could be modern,\Nit could be not modern.
Dialogue: 0,0:03:06.70,0:03:12.51,Default,,0000,0000,0000,,In the best of possible worlds,\Nthe hotel fits in with the surroundings.
Dialogue: 0,0:03:12.51,0:03:17.07,Default,,0000,0000,0000,,It lives in concert with a natural\Nlandscape or the cityscape;
Dialogue: 0,0:03:17.07,0:03:19.20,Default,,0000,0000,0000,,it feels like it belongs there.
Dialogue: 0,0:03:20.99,0:03:27.25,Default,,0000,0000,0000,,A hotel that feels like it belongs\Nin its surroundings
Dialogue: 0,0:03:29.39,0:03:34.29,Default,,0000,0000,0000,,also typically would feel\Nthat has qualities
Dialogue: 0,0:03:34.29,0:03:35.58,Default,,0000,0000,0000,,that are almost human-like.
Dialogue: 0,0:03:35.58,0:03:38.81,Default,,0000,0000,0000,,It can be charming, it can be intimate,\Nit can be charismatic.
Dialogue: 0,0:03:38.81,0:03:44.63,Default,,0000,0000,0000,,Those things are the things that make it\Nfeel a part of the destination,
Dialogue: 0,0:03:44.64,0:03:46.26,Default,,0000,0000,0000,,like it belongs there.
Dialogue: 0,0:03:48.12,0:03:50.100,Default,,0000,0000,0000,,When we did our first hotel\Nfrom the ground up,
Dialogue: 0,0:03:50.100,0:03:53.20,Default,,0000,0000,0000,,we were in Los Cabos, Mexico,
Dialogue: 0,0:03:53.20,0:03:56.75,Default,,0000,0000,0000,,and I stood on this piece of ground\Noverlooking the ocean.
Dialogue: 0,0:03:56.75,0:03:58.93,Default,,0000,0000,0000,,You could see the fish swimming down
Dialogue: 0,0:03:58.93,0:04:02.12,Default,,0000,0000,0000,,and the tropical fish\Nswimming below and the reef.
Dialogue: 0,0:04:02.12,0:04:04.96,Default,,0000,0000,0000,,The seabirds were circling overhead.
Dialogue: 0,0:04:04.96,0:04:09.01,Default,,0000,0000,0000,,My first thought was,\N"Please, can't mess this up."
Dialogue: 0,0:04:09.01,0:04:11.94,Default,,0000,0000,0000,,How to enhance the natural setting here
Dialogue: 0,0:04:11.94,0:04:14.46,Default,,0000,0000,0000,,to make this hotel feel\Nlike it belongs here?
Dialogue: 0,0:04:17.07,0:04:23.67,Default,,0000,0000,0000,,They say that the door handle\Nis like the handshake of a building.
Dialogue: 0,0:04:25.39,0:04:29.40,Default,,0000,0000,0000,,We naturally gravitate to those hotels\Nthat have a human scale,
Dialogue: 0,0:04:29.40,0:04:33.23,Default,,0000,0000,0000,,that feel like they embrace you,
Dialogue: 0,0:04:33.23,0:04:37.67,Default,,0000,0000,0000,,that sometimes you feel at home,\Nbut other times not at home.
Dialogue: 0,0:04:38.70,0:04:41.96,Default,,0000,0000,0000,,Because you can leave your worries\Nand your checklist behind you.
Dialogue: 0,0:04:43.74,0:04:47.18,Default,,0000,0000,0000,,Ideally, think about the possibilities.
Dialogue: 0,0:04:47.18,0:04:50.45,Default,,0000,0000,0000,,Think about changes\Nyou may want to make in your life.
Dialogue: 0,0:04:50.45,0:04:53.40,Default,,0000,0000,0000,,Think about how you might\Nbecome a better person.
Dialogue: 0,0:04:54.22,0:04:58.21,Default,,0000,0000,0000,,All that's inspired by the warmth,\Nthe beauty, the character
Dialogue: 0,0:04:58.21,0:05:00.80,Default,,0000,0000,0000,,of the hotel in its surroundings.
Dialogue: 0,0:05:04.25,0:05:07.52,Default,,0000,0000,0000,,In an ideal setting,
Dialogue: 0,0:05:08.26,0:05:11.48,Default,,0000,0000,0000,,a hotel also is efficient.
Dialogue: 0,0:05:13.04,0:05:15.29,Default,,0000,0000,0000,,The designer Philippe Starck said,
Dialogue: 0,0:05:15.29,0:05:21.37,Default,,0000,0000,0000,,"A great hotel combines intelligence,\Nculture, efficiency, comfort,
Dialogue: 0,0:05:21.37,0:05:23.55,Default,,0000,0000,0000,,and always a touch of poetry."
Dialogue: 0,0:05:24.49,0:05:26.83,Default,,0000,0000,0000,,Hemingway famously stated,
Dialogue: 0,0:05:27.74,0:05:31.45,Default,,0000,0000,0000,,"The requirement for a great hotel\Nis a bar somewhere on the premises."
Dialogue: 0,0:05:31.45,0:05:32.96,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:35.50,0:05:38.92,Default,,0000,0000,0000,,Our next topic is sense of place.
Dialogue: 0,0:05:38.92,0:05:41.52,Default,,0000,0000,0000,,What do we mean by sense of place?
Dialogue: 0,0:05:41.52,0:05:46.01,Default,,0000,0000,0000,,That the hotel becomes somehow identified\Nwith the culture, the region or the city.
Dialogue: 0,0:05:46.01,0:05:49.01,Default,,0000,0000,0000,,Take for example the Ritz in Paris,
Dialogue: 0,0:05:49.88,0:05:51.83,Default,,0000,0000,0000,,the Oriental in Bangkok,
Dialogue: 0,0:05:53.53,0:05:56.42,Default,,0000,0000,0000,,The Peninsula Hotel in Hong Kong.
Dialogue: 0,0:05:56.42,0:06:00.06,Default,,0000,0000,0000,,These are hotels that in their grandeur\Ncommand your attention
Dialogue: 0,0:06:00.06,0:06:02.96,Default,,0000,0000,0000,,and have defined luxury\Nat the highest level
Dialogue: 0,0:06:02.96,0:06:05.38,Default,,0000,0000,0000,,in those destinations, in those cities.
Dialogue: 0,0:06:06.08,0:06:11.81,Default,,0000,0000,0000,,Or it may be a tree house lodge\Nin Costa Rica that brings you closer
Dialogue: 0,0:06:11.81,0:06:16.30,Default,,0000,0000,0000,,to one of the richest and most diverse\Necosystems on the planet.
Dialogue: 0,0:06:17.53,0:06:21.56,Default,,0000,0000,0000,,Today, one of the most talked about\Ntrends in travel is immersion
Dialogue: 0,0:06:21.56,0:06:25.15,Default,,0000,0000,0000,,into the destination, into the culture,\Ninto the environment.
Dialogue: 0,0:06:25.15,0:06:28.58,Default,,0000,0000,0000,,The role of the hotel\Nhas really been transformed
Dialogue: 0,0:06:28.58,0:06:31.83,Default,,0000,0000,0000,,into that of a guide to the destination.
Dialogue: 0,0:06:31.83,0:06:33.66,Default,,0000,0000,0000,,In the best instances,
Dialogue: 0,0:06:34.31,0:06:39.70,Default,,0000,0000,0000,,the hotel staff curates\Nand creates unique experiences
Dialogue: 0,0:06:39.70,0:06:42.96,Default,,0000,0000,0000,,that bring the guests\Ncloser to the destination
Dialogue: 0,0:06:42.96,0:06:45.12,Default,,0000,0000,0000,,and closer to themselves.
Dialogue: 0,0:06:46.41,0:06:50.16,Default,,0000,0000,0000,,I have an example\Nfrom our property in Costa Rica.
Dialogue: 0,0:06:50.16,0:06:52.68,Default,,0000,0000,0000,,There we have a number\Nof adventures and activities,
Dialogue: 0,0:06:52.68,0:06:57.55,Default,,0000,0000,0000,,including flying in an ultralight\Nover the mountains and the ocean,
Dialogue: 0,0:06:57.55,0:07:02.36,Default,,0000,0000,0000,,taking a horseback ride up to an organic\Ncoffee cooperative in the mountains,
Dialogue: 0,0:07:02.36,0:07:05.51,Default,,0000,0000,0000,,hiking in a nature preserve\Nalong a pristine stream,
Dialogue: 0,0:07:05.51,0:07:07.99,Default,,0000,0000,0000,,or picking produce from an organic farm.
Dialogue: 0,0:07:09.01,0:07:11.07,Default,,0000,0000,0000,,When I rode in this ultralight,
Dialogue: 0,0:07:12.75,0:07:15.32,Default,,0000,0000,0000,,we're skimming over the tops\Nof the waves on the ocean
Dialogue: 0,0:07:15.32,0:07:18.79,Default,,0000,0000,0000,,and coming back up\Nto the hacienda up in the mountains,
Dialogue: 0,0:07:19.48,0:07:23.32,Default,,0000,0000,0000,,the pilot of the plane, Don Alberto,\Nthe owner of the hotel,
Dialogue: 0,0:07:24.14,0:07:27.11,Default,,0000,0000,0000,,pointed out these little tufts\Nof clouds in the distance,
Dialogue: 0,0:07:27.11,0:07:29.90,Default,,0000,0000,0000,,and you're in an open-air cockpit,
Dialogue: 0,0:07:29.90,0:07:33.26,Default,,0000,0000,0000,,and he says, "Mark, reach out\Nand touch those clouds."
Dialogue: 0,0:07:35.16,0:07:39.98,Default,,0000,0000,0000,,What do we mean by a hotel\Nbecoming a part of the community?
Dialogue: 0,0:07:39.98,0:07:44.42,Default,,0000,0000,0000,,Today, building hotels\Ncan be about building community,
Dialogue: 0,0:07:44.42,0:07:47.73,Default,,0000,0000,0000,,in much the same way\Nthat hotels in the past
Dialogue: 0,0:07:47.73,0:07:52.50,Default,,0000,0000,0000,,were traditionally places\Nfor gathering, for work and for play.
Dialogue: 0,0:07:52.50,0:07:57.19,Default,,0000,0000,0000,,Today - that paradox\Nof digital connectivity -
Dialogue: 0,0:07:57.19,0:07:59.94,Default,,0000,0000,0000,,we're becoming more and more disconnected.
Dialogue: 0,0:08:01.96,0:08:06.67,Default,,0000,0000,0000,,Hotels offer a space to connect us all.
Dialogue: 0,0:08:07.93,0:08:12.25,Default,,0000,0000,0000,,In some cases, the most innovative\Nand urban hotels
Dialogue: 0,0:08:12.25,0:08:14.21,Default,,0000,0000,0000,,have begun to define their neighborhoods.
Dialogue: 0,0:08:14.21,0:08:18.05,Default,,0000,0000,0000,,Take, for example, the ACE hotels\Nin New York and Portland.
Dialogue: 0,0:08:18.05,0:08:22.92,Default,,0000,0000,0000,,They've woven into the social fabric\Nand the local community.
Dialogue: 0,0:08:22.92,0:08:26.47,Default,,0000,0000,0000,,In the best instances,\Nthey bring people together
Dialogue: 0,0:08:29.28,0:08:32.47,Default,,0000,0000,0000,,through art, through music,\Nand through content.
Dialogue: 0,0:08:34.54,0:08:37.22,Default,,0000,0000,0000,,We had an opportunity in Aspen, Colorado,
Dialogue: 0,0:08:37.97,0:08:41.30,Default,,0000,0000,0000,,to renovate the hotel Jerome\Nseveral years ago.
Dialogue: 0,0:08:42.34,0:08:46.98,Default,,0000,0000,0000,,The hotel was originally built in 1889,\Nand it needed a renovation.
Dialogue: 0,0:08:48.36,0:08:53.20,Default,,0000,0000,0000,,We were fortunate enough\Nto be tasked with doing that.
Dialogue: 0,0:08:54.02,0:08:56.59,Default,,0000,0000,0000,,In the process of doing that,\Nwe took this hotel,
Dialogue: 0,0:08:56.59,0:08:59.54,Default,,0000,0000,0000,,which was built in the height\Nof Aspen's silver boom,
Dialogue: 0,0:08:59.54,0:09:03.41,Default,,0000,0000,0000,,it opened in 1889\Nand had become an important part
Dialogue: 0,0:09:03.41,0:09:06.78,Default,,0000,0000,0000,,of the business and social life\Nof the community.
Dialogue: 0,0:09:06.78,0:09:09.84,Default,,0000,0000,0000,,We went back to every period\Nof the hotel's history.
Dialogue: 0,0:09:11.07,0:09:14.76,Default,,0000,0000,0000,,We took artifacts and photographs\Nand flags and objects,
Dialogue: 0,0:09:14.76,0:09:17.45,Default,,0000,0000,0000,,even a whiskey flask\Nfrom Hunter S. Thompson,
Dialogue: 0,0:09:17.45,0:09:20.50,Default,,0000,0000,0000,,who was the sheriff in Aspen\Nin its wilder days,
Dialogue: 0,0:09:20.50,0:09:25.05,Default,,0000,0000,0000,,and combined all those things in sort\Nof a modern, contemporary environment
Dialogue: 0,0:09:26.13,0:09:32.78,Default,,0000,0000,0000,,that we loved because\Nit brought back the character.
Dialogue: 0,0:09:33.69,0:09:38.69,Default,,0000,0000,0000,,What was most exciting\Nwas that we were in a position
Dialogue: 0,0:09:38.69,0:09:41.95,Default,,0000,0000,0000,,where the town embraced\Nour revival of this landmark and said,
Dialogue: 0,0:09:41.95,0:09:45.80,Default,,0000,0000,0000,,"Thank you for bringing back\Nperiods of the hotel's history
Dialogue: 0,0:09:45.80,0:09:48.98,Default,,0000,0000,0000,,and important periods\Nof the town's history as well."
Dialogue: 0,0:09:53.21,0:09:58.30,Default,,0000,0000,0000,,The hotel Jerome\Nwas a wonderful experience,
Dialogue: 0,0:09:58.30,0:10:03.62,Default,,0000,0000,0000,,and what the most important element\Nof creating a hotel with soul
Dialogue: 0,0:10:03.62,0:10:09.72,Default,,0000,0000,0000,,will always be is having a staff\Nthat creates those stories
Dialogue: 0,0:10:09.72,0:10:11.90,Default,,0000,0000,0000,,that bring you closer to the destination
Dialogue: 0,0:10:11.90,0:10:14.77,Default,,0000,0000,0000,,and create the moments\Nthat connect all of us.
Dialogue: 0,0:10:17.75,0:10:20.44,Default,,0000,0000,0000,,Ultimately, the inspired acts of the staff
Dialogue: 0,0:10:21.35,0:10:23.86,Default,,0000,0000,0000,,are the things that bring us\Ncloser together,
Dialogue: 0,0:10:23.86,0:10:27.05,Default,,0000,0000,0000,,and they're most responsible\Nfor creating soulfulness.
Dialogue: 0,0:10:27.84,0:10:31.52,Default,,0000,0000,0000,,If hospitality is defined as the act
Dialogue: 0,0:10:31.52,0:10:36.45,Default,,0000,0000,0000,,of being generous, friendly,
Dialogue: 0,0:10:37.36,0:10:40.25,Default,,0000,0000,0000,,and bringing in guests and strangers,
Dialogue: 0,0:10:40.25,0:10:44.04,Default,,0000,0000,0000,,then what better paradigm\Nfor us as hoteliers
Dialogue: 0,0:10:44.04,0:10:46.82,Default,,0000,0000,0000,,to be known as warm,\Ngenerous and hospitable?
Dialogue: 0,0:10:51.05,0:10:57.25,Default,,0000,0000,0000,,The important ways that we bring together\Nthese elements of soulfulness
Dialogue: 0,0:10:57.25,0:10:58.32,Default,,0000,0000,0000,,are as follows.
Dialogue: 0,0:10:58.32,0:10:59.22,Default,,0000,0000,0000,,First,
Dialogue: 0,0:11:00.83,0:11:03.09,Default,,0000,0000,0000,,we create a culture of possibility
Dialogue: 0,0:11:04.06,0:11:06.83,Default,,0000,0000,0000,,for the staff, for the people\Nwho work there.
Dialogue: 0,0:11:06.83,0:11:12.85,Default,,0000,0000,0000,,Second, listen to the designers,\Nthe creators who can inspire, create
Dialogue: 0,0:11:12.85,0:11:14.86,Default,,0000,0000,0000,,these transformative places,
Dialogue: 0,0:11:15.59,0:11:20.57,Default,,0000,0000,0000,,that bring artistry and poetry\Ninto the design of the hotel.
Dialogue: 0,0:11:22.24,0:11:27.25,Default,,0000,0000,0000,,Use natural resources\Nand use local resources, local artisans.
Dialogue: 0,0:11:28.29,0:11:32.46,Default,,0000,0000,0000,,Work harder to create\Nsustainability for the property.
Dialogue: 0,0:11:35.58,0:11:39.07,Default,,0000,0000,0000,,But above all, create\Nthis culture of possibility
Dialogue: 0,0:11:39.07,0:11:41.97,Default,,0000,0000,0000,,for the staff, for the people\Nwho work for you,
Dialogue: 0,0:11:41.97,0:11:48.16,Default,,0000,0000,0000,,and allow them to create the stories\Nthat brings us closer together.
Dialogue: 0,0:11:48.16,0:11:51.01,Default,,0000,0000,0000,,Hire for passion and commitment,
Dialogue: 0,0:11:51.01,0:11:56.62,Default,,0000,0000,0000,,embrace and allow and encourage\Nyour people to tell those stories
Dialogue: 0,0:11:56.62,0:12:01.17,Default,,0000,0000,0000,,that bring the guests closer to themselves\Nand closer to the destination.
Dialogue: 0,0:12:03.29,0:12:10.35,Default,,0000,0000,0000,,The desired result is that the lives\Nof those people who are the guests
Dialogue: 0,0:12:10.35,0:12:14.86,Default,,0000,0000,0000,,and those that are\Nthe people working there
Dialogue: 0,0:12:14.86,0:12:17.53,Default,,0000,0000,0000,,and of course the community\Nare enriched.
Dialogue: 0,0:12:18.37,0:12:20.23,Default,,0000,0000,0000,,I'll leave you with this final thought.
Dialogue: 0,0:12:20.23,0:12:25.05,Default,,0000,0000,0000,,Why shouldn't all places of business\Nstrive to be soulful?
Dialogue: 0,0:12:25.05,0:12:26.45,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:12:26.45,0:12:27.56,Default,,0000,0000,0000,,(Applause)