Art Ovation Hotel by Marriot
For the Topics of Business class at Ringling College of Art and Design, students collaborated with Marriott’s Autograph Collection Hotel located in Sarasota, Florida. Art Ovation is dedicated to embracing the Sarasota arts community and promises to deliver a memorable and uniquely curated hotel experience by immersing guests in the creative process of various artists. This proposed business strategy was composed of a variety of majors including business, graphic design, illustration, and fine arts. It addresses the challenge of attracting a younger demographic, locals, and travelers without alienating their current audience.
My Role
Strategy | Consumer Research | Client Pitch | Business Analysis
In a nutshell:
The Ask: How might we attract a younger demographic, locals and travelers, that represents the intended target audience of Art Ovation without alienating the local community and current audience?
Our Challenge: Our goal in addressing this challenge was to find new ways to deliver the brand promise of being “exactly like nothing else” across all outlets.
The Research: We began by mapping our discovery goals and deciding on a research methodology. We then went on to tackle the assumptions we thought we knew about Art Ovation.
The Opportunity: Synthesizing the data enabled us to establish a new perspective and understanding of the problem. Equipped with data and this new understanding, we identified five key opportunity areas for addressing our challenge
Design Criteria: With our research insights in hand and clearly defined areas of opportunity, we moved into the idea generation phase to develop solutions that address the challenge. Three solutions were pitched, each expressed through a creative strategy and a campaign to capture our market and capitalize on the opportunities.
The Pitch: Finally, with all of our ideation, defined opportunity areas, and research insights, I was chosen as the team’s spokesperson to present our solutions and project overview to the client.
Credits:
Miranda Williams, Yousaf Ejaz, Shelby Robinson, James Harris
Bridget Leavy, Simone Samuels, Chloe Morin, Ivy Xu
Jamie Gallman, Lauren Breuer, Daniel Salaverri, Austin Ventola