Director of Lifestylel (DOL)

Full-Time

WHO WE ARE
Hotels done differently. At Aparium, we believe in the power of People, Place and Character.  We ensure our hotels are a place where individuals are valued and celebrated, elevating our associates’ pride in who they are, where they live and who we serve.  Our hotel is a tribute to the neighborhoods and the people of the communities where we operate. 

About Hotel Heron 

Just minutes from Washington, D.C., Hotel Heron, a Curio Collection invites travelers to venture beyond the familiar landmarks to discover a city consistently considered one of the best small towns in the US. The chic, 134-room boutique hotel is situated in the vibrant Old Town neighborhood and boasts three distinct culinary concepts, including: KILN, a signature ground-floor restaurant serving hearth-inspired Mid-Atlantic cuisine; Francis Hall, a cozy craft cocktail bar hidden in the heart of the hotel; and Good Fortune, an open-air seasonal rooftop bar with unparalleled views of the Potomac. From thoughtfully designed rooms to wine tasting events and book signings - Hotel Heron is a haven for locals and travelers alike seeking an unexpected gem.

The hotel is managed by Aparium Hotel Group. Founded in 2011, Aparium is driven by the belief that all hospitality experiences should be fueled by the poetics of their surroundings and was born with an intense focus on unearthing the amazing moments unique to every city.  Since its founding, Aparium has grown into a new kind of hotel brand, one that ventures off the beaten path, both geographically and philosophically. Recognized by Travel + Leisure World’s Best Awards as a leading hotel brand, Aparium is known for its singular ability to combine the business acumen of large hospitality companies with the charm of boutique hotels, bringing the disparate forces together in bustling, smaller markets.

THE ROLE

The Director of Lifestyle (DOL) is responsible for creating real-life, immersive experiences that create emotional connections with our guests. Rather than telling people what the brand is, the DOL shows them through curated interactions - live events, partnerships, and activations. The DOL has the responsibility to understand everything that makes our hotel and city great by identifying unique opportunities that bring local collaborators, artists, and dynamic programming into our hotels and communities.

The role will actively develop relationships with the local community & key collaborators. As a leader within Aparium Hotel Group, this leadership position will collaborate with a phenomenal group of experienced and open-minded peers.

WHAT YOU WILL DO 

CREATE IMMERSIVE EXPERIENCES: 

• Have a deep understanding of our hotel brand and F&B DNA. Be responsible for upholding brand identity and ensure programming and collateral meet brand standards.
• Develop and execute dynamic, year-round hotel and F&B programming. Leverage our five pillars of lifestyle (Art & Music, Local Partnerships, Culinary & Mixology, Fitness & Energy, Wellness & Mindless) to craft unique experiences for guests and locals alike.
• Recognize that guest connections to our spaces can be shaped by design, details, and music. Maintain the hotel’s unique atmosphere and identity.
• Collaborates with the General Manager and team to ensure agreement for proper funding of programs or partnerships. Validate that the proposal will have an ROI and identify risk factors.
• Understand the impact of sound financial planning for hotel profitability; build an annual budget of the hotel’s lifestyle, activation, and programming billables and expenses to coincide with Aparium’s annual budget instructions.

COMMUNITY OUTREACH & PARTNERSHIP:

• Be an expert in your neighborhood. Understand hidden nuances that may exist within the community and have a pulse on community preferences.
• Identify local collaborators, artists, and partners that align with our commitment to translocal hospitality. Nurture these relationships and identify partnership opportunities.
• Curates the retail experience; include emerging services, amenities, and local goods that will drive revenue opportunities.

AMPLIFY LIFESTYLE THROUGH INTEGRATED MARKETING:

• Manages all social media channels. Collaborate with a social media agency or (Social Media Ambassador) to develop content calendars, coordinate photoshoots, and execute a strong social media strategy.
• Partners with HQ Marketing to amplify Lifestyle activations & partnerships through on-property collateral and website updates. Provide clear creative briefs and content calendars to the HQ Marketing and PR teams.
• Exhibits leadership by guiding on-property communications for all things lifestyle. Share direction with the hotel team and regularly review events and programming, providing feedback to the General Manager.

The list of responsibilities above is just the beginning of the adventure. Be prepared for more exciting challenges! You might be called on to tackle extra duties or tasks not listed here, all to meet the ever-changing needs of the organization.

SOUND FINANCIAL PLANNER

Understand the impact of sound financial planning for hotel profitability and the rewards that come with it; builds an annual budget of hotel’s lifestyle, activation and programming billables and expenses to coincide with Aparium’s annual budget instructions

Draw upon or research retail consumer experiences, buying habits, anticipating emerging services and amenities to innovate revenue producing retail products and point-of-sale settings in hotels

Collaborate with General Manager and team to ensure agreement for proper funding of programs or partnerships and validate the proposal will have an ROI and what identifiable risk factors 

Participate in weekly team meetings to review work in progress, program implementation, ideation on new ideas, and remedy obstacles impeding success

WHO YOU ARE 

• A curious and open-minded individual, always demonstrating respect for diverse opinions.
• A continuous learner. You stay informed about emerging trends and surround yourself with creative thinkers to integrate innovative ideas.
• You approach new situations with confidence, fostering relationships through meaningful conversations and collaboration.
• You have the ability to pivot quickly, always seeking out new solutions and opportunities.

WHAT YOU WILL NEED

• Minimum of (5) years of experience in a role that lends itself to creating a lifestyle, such ashospitality operations, event planning, public relations, brand, or experiential marketing.
• Proficiency in the English language in reading, writing, and verbal communication
• Proficiency in Excel, Word, Outlook, Google Docs, PowerPoint, Canva
• Adaptable interpersonal skills to represent Aparium and its hotels to local stakeholders, opinion makers, and business executives.

HOW YOU WILL LEAD

• Openly collaborate with all departments in the hotel including Sales, Banquets & Catering, Guest Services, Housekeeping and Food & Beverage and Culinary to provide an exemplary guest experience; be comfortable in debating ideas before implementing a decision that will impact operations property-wide, as we do not work in silos.
• Be respectful in your daily interactions with your direct managers, direct reports, and peers; be an example of the utmost professionalism and a pillar in your community.
• Highly analytical in thought and recommendations, continually seeks out the facts; can express a point of view without it being driven by an ego.
• Engages others in general conversation tactics to build rapport quickly; and can lead and adapt communication and presentation tactics to engage the audience; displays adaptable interpersonal skills for a wide range of audiences and stakeholders
• Approaches fact-finding and discovery missions in a collaborative effort; values input and experiences of others that create additional insight to uncover deeper issues that need to be addressed or removed as a barrier to implementation.

As an Equal Opportunity Employer, Hotel Heron celebrates diversity and is committed to creating an equitable and inclusive environment, and sense of belonging for all employees. We do not discriminate and believe every individual should be proud of who they are, where they come from and take pride in who we serve.  Hotel Heron participates in the Department of Homeland Security’s E-Verify program.