WORDS FOR THE WEALTHY
Advance copies of hot books are the latest amenity at Rosewood Hotels & Resorts. Author presentations and celebrity dinners can even be on the menu.
The idea behind the luxury brand's Hot Type program is to create something fresh for Rosewood customers, says Bob Boulogne, chief operating officer of the Dallas-based brand. “We're always trying to find ways to surprise our customers,” he says. “There is only so much marble you can put in a bathroom.”
Publishing houses like Broadway Books, which recently issued Michael Gross's “740 Park,” and Miramax, the juggernaut behind Plum Sykes' “Debutante Divorcee,” are only too eager to promote their wares. What better way than to salt the traveling elite with advance galleys?
Launched in 2004, when Little Dix Bay, a Rosewood Resort, unveiled its pool, Hot Type “started with just putting the book at the pool,” Boulogne says.
“We started with five publishing houses, which we've expanded to seven or eight or nine,” he says. “Based on feedback from the guests and its popularity, we decided to roll this out to all the resorts Rosewood manages.” These include Cordevalle; San Ysidro Ranch; and Caneel Bay, Little Dix Bay and Jumby Bay. All are tagged “A Rosewood Resort.”
As Rosewood's public relations agency crows, Hot Type “puts an end to the high class ennui of ‘been there, read that.’”
The publishers choose the authors and then “we work with them to select what authors we might want to have at our resorts,” Boulogne says. Rosewood tries to tailor writer to property, so Gross was a “perfect fit for Las Ventanas,” and Sykes, who “writes about the global hierarchy of socialites, with a humorous tone,” will make a presentation at San Ysidro Ranch. Las Ventanas al Paraiso is a Rosewood Resort in Los Cabos, Mexico.
Presentations can include selectively attended dinners with the authors. At the same time, guests are not encouraged to keep the books. “We would like them to read the advance copies and leave them,” Boulogne says. “It just creates great buzz. It's a unique opportunity for our customers.”
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