Aspen’s Hotel Jerome Parlays Promos, Renovations To Boost Biz

ASPEN, CO— Located in a distinct fly-to destination, the 113-year-old Hotel Jerome here is leveraging its renovations together with promotions to ensure business stays on keel for the remainder of the year— and beyond— in the current economic climate. “We’ve weathered the storm pretty well,” noted Stephen Holt, spokesperson for the 91-room property. “We had a good first quarter, June was a record month, summer has come together, and September is going to be a record month, as well.” Unlike many properties that are facing fallout from fears centered around travel next month, particularly the week of September 11, Holt said the Hotel Jerome is looking at a “great’ month, especially from wedding reception revenue. “Forty percent of our business is group business”— there’s 7,500 square feet of meeting space— “and we do corporate, association and wedding. We do a lot of wedding business, because Aspen is so temperate and also just visually beautiful. We actually are doing very well. September and October are really a popular time for weddings and we are way ahead of where we thought we were going to be,” he said, especially in light of last September, when business “just stopped.” For example, Holt noted the weekend immediately following 9/11 this year is sold out, “and most of it is wedding related.” To further grab market share, during the summer months— July and August are considered “high” season, as is late December through March— the Hotel Jerome also significantly discounted its Deluxe King rooms, offering the 525-square-foot accommodations starting at $275 (based on availability), well below the usual $425. In addition, to bolster drive-to business from within the state, the property offered the rooms to Colorado residents starting at $190. The Hotel Jerome plans to build on the promotions for its fall shoulder/low season, and will offer the rooms beginning at $125, $100 below the seasonal price, from Sept. 2 to Nov. 21 and will reprise the state resident offer from November 22 through December 23. Spinning off that, the property has put together what it’s calling a “Drive” package, which general manager Anthony DiLucia noted is “a fun way to reward our guests that prefer to drive to the hotel.” The innovative package includes deluxe room or suite and upgrade to next room category based on availability; complimentary valet parking; free car wash and a free tank of gasoline upon departing the hotel. The package requires a three-night minimum stay and room prices start from $180 to $340, depending on the season. Similarly, there are packages targeting family stays, romance and spa/health getaways, even a “ski free” package that highlights free daily ski lift tickets to Aspen’s four ski areas: Aspen Mountain, Aspen Highlands, Snowmass and Buttermilk Mountain. The underpinning helping to drive enthusiasm for the property said Holt, was the multimillion dollar investment made by the property’s private ownership in the landmark hotel, which is on the National Register of Historic Places and a charter member of the Historic Hotels of America. It is also a member of The Leading Small Hotels of the World. The renovation restored the hotel from exterior to interior, including guestrooms and public space, incorporating antiques and modern technology— e.g., the marble on the front desk is heated “so guests coming in from the cold can warm their hands,” said Holt— to provide an overall guest experience. Each guestroom is individually decorated and no two are alike. In the one-bedroom suites, many of the items are antique pieces have been in the hotel since the turn of the 20th century. “We pay homage to the past,” noted Holt, “but still use very modern and luxurious textiles.” The hotel’s noted J-Bar— part of the Aspen “scene” since the 1890s— also got a facelift. Most recently, 15 of the hotel’s suites were refurbished, as well as guest bathrooms, which were given cosmetic updates.