Unusual decision raises hotel’s local and international profile
A luxury boutique hotel in Lower Manhattan has broken new ground by opening an agricultural market right outside the front door on a previously vacant plaza. And, even though guests at the $395-a-night Andaz don’t have kitchens in their rooms, it’s been great for business and the market is being expanded to take place on Wednesdays as well as Saturdays.
The Andaz realised that the market wouldn’t be a money-spinner in itself, although it does sell coffee and pastries on Saturdays. But the market has succeeded in raising the profile of Hyatt’s little-known Andaz brand. It also raises the visibility of the hotel’s restaurant, which uses local produce. It helps that the neighbourhood is home to many people and organic foods are otherwise hard to find. The market has quickly become a meeting place for people living in the area. And many stop to check what the building is, with staff explaining that Andaz is Hyatt’s upscale boutique hotel brand.