One of America's legendary hostelries, former hangout of literary lions Robert Benchley, Alexander Woolcott and Dorothy Parker, among others, the Algonquin Hotel had just undergone a multimillion dollar renovation and needed to reassert its unique identity. JGA was asked to help.

Challenge

• Leverage the Algonquin's distinguished history
• Increase food and beverage business
• Expand the guest franchise to include a younger clientele

Strategy

• Positioned the Hotel as a hub of New York intellectual life
• Restored the Algonquin "Round Table," High Tea and staff uniforms of the Twenties
• Publicized updated menu offerings from the period
• Created a series of events that underscored the Hotel's unique literary and artistic heritage
• Formed strategic alliances with companies and not-for-profits in the arts & letters

Execution

• Launched Reliving the Round Table, a series of dinners with distinguished guest speakers connected in some way to the Roaring Twenties
• Booked a total of eight authors, artists and scholars (one per month) to share their insights, humor and knowledge in this ongoing tribute to the so-called "Vicious Circle"
• Created and promoted a "Tastes of the Twenties" dinner menu served by the Algonquin's restaurant
• Formed strategic alliances with entities servicing artists, writers, editors and literary agents
• Arranged for the Algonquin to house out-of-town members of The Century Association, a private club composed of some of the world's most famous names in arts & letters
• Arranged for the Algonquin to be named the "Official Hotel of The Actors' Fund," the top charity supporting performing artists in need
• Forged an alliance with the Dorothy Parker Society, hosting special themed events for this 3,000 member organization

Results

• Hotel occupancy rate rose above 95%
• Food and beverage consumption are at all-time highs
• Special events created by JGA are ongoing and sold out