Tool #7: Finding hotel partners
Building relationships with hotels can help you reach your shared goal of increasing tourism in your community.
If your organization hosts an annual event—or several events throughout the year—establish a relationship with a local hotel or group of area hotels to encourage return visits from attendees. Get to know the marketing team at the hotels and discuss cooperative marketing opportunities.
Cooperative marketing between arts organizations and hotels is beneficial to both parties, as well as the community.
Example strategies include:
Brochures and/ or fliers for specific events and Calendars of Events that would be of interest to tourists.
Table-top cards about upcoming events
Restaurant/ bar signage about upcoming events
Social media and event calendars that provide cross links to hotel websites
Other promotional efforts featuring arts and cultural programs and facilities
In addition, if there is a municipality-designated arts or cultural district near you, or if you’re within a Cultural and Fine Arts District that is established by the Texas Commission on the Arts (TCA), loop those leaders in to participate in marketing and events.
Remember that this can be a two-way street. Also note that your arts organization may be able to offer a special performance or event that is the perfect supplement to make a group meeting or convention special and add local flavor. Consider offering opportunities for your organization to support a local hotel or convention center special event with unique arts programming or a performance that adds to the attendees’ or hotel guests’ event experience (and makes the hotel or convention center look unique in the process). You might also explore offering a reduced fee for your services in exchange for special room rates and/or offering hotel staff a discounted or introductory rate to attend your programs or events.
As these many new relationships develop, consider asking a hotel leader to join your organization’s board (if they are a good fit), or connect them with artists whose work they might commission for the hotel’s décor, purchase for VIP amenities, or sell in the lobby shop. Visitors are increasingly interested in souvenirs that are original works of art and that reflect the arts, culture, and history of the places they visit.
Toolkit Tip:
To identify hotels in your area with which you might explore partnerships, call your local convention center or visitors bureau or reach out to the Texas Hotel & Lodging Association (THLA) (see resources below).
You will find the Memorandum of Understanding between Texans for the Arts and THLA helpful as you consider how best to maximize partnerships with hotels (see resources below).
