Being a city of people with bold innovations, we want to figure out what we can do to make the beach experience distinctive and unique. |
If you're part of the community, whether you like it or not, you're part of the brand. |
It's about discovering the essential qualities. Otherwise, a destination is just a destination. |
This is not just an intellectual exercise. The people who live and work here have an emotional commitment to Santa Monica, and can deliver a good service if they truly believe in it. |
We want to match the quality of service with the quality of the destination. If people are going to pay a higher-than-average room rate, they should expect a higher level of service experience from the destination as well as the hotel. |
Without a brand, frankly, what are you selling? |