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To Download a PDF of an Interview with Brad An Inclusive Brand An Interview with Brad Wilson, President, Ace Hotel Group The Ace logo (left); creative room amenities from Ace (above) EDITORS’ NOTE Brad Wilson is was started – and that still exists to- We have a very inclusive and empowering President and co-Partner of Atelier day – is to be a very inclusive brand. environment. In turn, a lot of our service extends Ace. His first jobs in hospitality We’re looking to make something that beyond what you see in other hotels, because were with Hilton International, is authentic and real, and that relates to people care. We have a really high level of skill Park Hyatt, and Westin. He was re- people who are intellectually curious because the brand attracts very intelligent people cruited to launch the fi rst W Hotel and who care about culture in their who are interested in the cultural connections, and helped guide the fledgling destination. We see a very broad de- and that makes that service model easier. We en- Starwood brand’s early days, rising to mographic that’s anywhere from age courage people to think and solve problems on Vice President of Operations for W 20 to age 60. their own, and to look at every issue as an op- Worldwide. From there, he helped Alex used to say that he saw the portunity to fi nd a new solution. We changed the build James Hotels from the ground clientele as the high and the low card hotel industry in that sense because we’re always up, serving as CEO. Wilson attended in the deck. So our hotels are designed looking at how things were done and how to do Cornell University’s School of Hotel Brad Wilson to accommodate the CEO of a major them differently, and we encourage that thinking Administration. online company as well as the millen- all the way to the front desk. nial kid with a backpack. We’re broad in our We try to keep that thinking alive in ev- COMPANY BRIEF Ace Hotel Group (acehotel. coverage. erything we do and we fi nd that creates really com) is a branded operating company that re- Are there key traits that identify an Ace good service. envisions the traditional hotel model, enhancing Hotel? Also, our people look at guests not as the value of properties through an innovative All of our hotels are bespoke. We have es- guests but also as people, so we keep every- and locally inspired approach to design and de- sentially the exact opposite of a chain. We are thing real that way. In the end, if you think of velopment. Through custom-tailored branding, a brand, but as we see it, the brand isn’t a sign; the other person as someone with a real need, design, and programming, Ace brings new life the brand is, more than anything else, the emo- then you’re going to serve that person well. to challenged properties in emerging locations tional connection among our hotels. There is a One of our big challenges is that there is and seamless integration to new construction. romantic, soulful theme that runs throughout all not a great name for what we do. Since we’re They tap into the authentic voice of a property of the hotels – an understanding of culture and different from everybody else, we automatically or location, with an emphasis on narrative and a cultural connection that’s common among get put into the boutique hotel group. In some visual identity, maximizing the value of unique all properties. People know they’re in an Ace, ways, we’re like the exact opposite of a bou- real estate. They utilize creative upgrades and but it’s a mood and emotional link more than tique hotel. When you think of the boutique non-traditional platforms to acquire alternative anything else – it’s not a book of standards. hotel, you think of a hotel that is exclusive and revenue streams, such as highly curated retail It’s handmade and tailored specifi cally for sexy. Maybe we’re nerds compared to that. programming and food & beverage events pro- its location – not just the city but the neighbor- We’ve never been the nightclub operators – gramming. Their in-house design, marketing, hood within that city. we’re thought people. digital, and PR team Atelier Ace generates and Are you in the markets today that you We’re actually nice and that comes grows the creative voice and experience trade- need to be in? How much growth opportu- through in the hotels. This is sometimes differ- mark to all current and future Ace Hotels and nity is there? ent than what people are trying to project in satellite brands and projects. We’re in London, New York, and Los more typical boutique hotels where they want Angeles, so we have some global city distribu- the velvet rope and a sense of exclusivity. Would you talk about the creation of the tion on that side. We’re also in interesting sec- With such a range of guests, how far company and how it has evolved to where ondary cities like Seattle and Portland, but also have you gone with the technology? it is today? Palm Springs, where we have been incredibly Some people accuse us of being more ana- Ace Hotels was started when our founder successful. We’re now in the process of open- log than digital, and that might be a healthy thing. and a couple of buddies decided to create a ing a hotel in Pittsburgh, which isn’t necessarily We do, however, leverage technology ev- hotel that they would want to hang out at. In a where the big guys are going but it’s an amaz- erywhere and we have a very tech-savvy team lot of ways, that early start is the root and the ing little city and has its own opportunity to be here. In a lot of ways, we have been ahead of value of what we do. reinvented. everybody else in technology. Alex’s (Calderwood, Founder) vision at Do people understand that you can The difference is that we don’t put that in that point was to make something authentic and have a great vibe and comfort level and still the forefront. We’d rather have people-to-people true, and something that he loved and knew get great service? communication. We’re there where you should people would love. People who have stayed with us do and have all of the options, but we’re adamant that Who is the Ace client? that’s been the topic of some of the strongest a guest should have the option to use the tech- This is at times one of the most misunder- feedback we’ve gotten. We’ve always been a nology but should always experience the human stood ideas. We always hear that our client collaborative company so our approach to peo- touch. That’s the part that we will always stick to. is the new millennial and there are a few ple has always been that everyone who joins us Relationships are built from that human interac- of those. However, the core concept when Ace brings something to the table. tion – not from touching a button.• 102 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2015 LEADERS MAGAZINE, INC. VOLUME 38, NUMBER 1.
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