Ritz-Carlton Boston Common Update
The demographics for Ritz-Carlton Hotels, according to CMO Chris Gabaldon, are "multigenerational, multinational and multicultural," and clearly affluent people make up the majority of guests (Palmer, 2011). The Ritz-Carlton 90+ properties do business in 17 languages; of course the Boston Common property is prepared for more than English-speaking guests by having Spanish and French-speaking staff on hand. The average guest at a Ritz-Carlton is 47 years of age, and when Ritz-Carlton coaxes a guest to become "actively engaged" that guest spends 23% more than another guest only "moderately engaged"; hence, Ritz-Carlton's sought-after demographics are for those who are most likely to become actively engaged with the hotel's offerings (workouts, tours, dining). Ritz-Carlton Boston Common, like other Ritz-Carlton hotels, is targeting teenagers, offering special healthy meal menus, massages and fun scavenger hunts because if teens are happy, their parents will be happy, and will return.
Psychographics for the Boston property: guests choose this hotel because their tastes vis-a-vis the hotel's proximity to U.S. history; the "Freedom Trail" is within walking distance. Also, nearby are cultural experiences including museums, art galleries, the ballet and iconic educational institutions like Harvard University. Within a few minutes' drive is Fenway Park, an iconic baseball park, and walking on cobblestone streets to famed shopping areas is another psychographic aspect that draws guests to the Ritz-Carlton Boston Common.
Collaborators: Recently the Ritz-Carlton launched its Ritz-Carlton Rewards (RCR); as part of the rewards program the hotel has collaborated with a "renowned National Geographic photographer"; another experience offered through the RCR is a complimentary membership to Abercrombie & Kent's luxury travel group (Palmer, p. 2). There is now a Ritz-Carlton Credit Card, courtesy of a collaboration with JP Morgan Chase & Co.
Context: Boston is nationally and universally known for the Boston Marathon, the Red Sox, the NHL Bruins and the NBA Celtics; so in addition to the history-related points of interest, and the rich cultural heritage of Boston, sports is within the context of this famous city.
Works Cited
Palmer, Alex. "Ritz-Carlton CMO reinvents luxury." Direct Marketing. Retrieved February
11, 2016, from http://www.dmnews.com. 2015
Ritz-Carlton, Boston Common. "Area & Activities: Attractions." Retrieved February 11,
2016, from http://www.ritzcarlton.com.
Training. "Puttin' on the Ritz; Ritz-Carlton Hotel Company checks in at No. 1 in the Training
Top 125." Retrieved February 11, 2016, from http://www.training.com. 2014
Boston Marathon Bombing / Sacco Vanzetti There are several poignant similarities existent between the trial of Saaco & Vanzetti, which took place in the early part of the 20th century, and in the bombing of the Boston Marathon and its aftermath, which took place in the early part of the 21st century. Both events involved immigrants. During the epoch in which both events occurred, there was a social climate in the
Boston Marathon Bombing The Boston Marathon is one of the track's most storied events, which was established in 1897. Research shows that the event typically attracts about 500,000 spectators and requires certain qualifying times for athletes to compete. On April 15, 2013, at least two improvised explosive devices (IEDS) placed close to the finish lines of the Boston Marathon denoted approximately three hours after the winners completed the course (Berke, 2014).
This occurred with religious leaders telling them how the U.S. is root causes of all of their problems. After they returned, the two were angry and wanted to lash out. (Bodden, 2014) (Feifer, 2014) A major sporting event, was the best way of achieving these objectives. The Boston Marathon was the perfect target. This is because it was open and the security was lax in contrast with others. Second, there
Boston Marathon Terror Attack Two bombs exploded next to the finish line of the Boston Marathon at about 2.50PM. The explosions occurred at an interval of 15 seconds. The bombs had been planted 180 yards apart (Fielding et al., 2014). There were an estimated 5600 athletes participating in the race at the time of the explosion. The first explosion took place on 671 Boylston Street which happened to be near the
Incident Response to the 2013 Boston Marathon Bombings Although named for its venue, the Boston Marathon is sponsored by a number of different cities in the greater Boston area and is held annually on Patriot’s Day which is the third Monday in April (About the Boston Marathon, 2018). First run as an all-male event in 1897, the Boston Marathon has since become an international event that draws both male and female
Boston Marathon Bombing On April 15, 2013 two pressure cookers bombs exploded near the finish line of the Boston Marathon. This resulted in three deaths and it injured 264 people. In the next week, a manhunt and shoot out occurred between the perpetrators (i.e. Dzhokhar and Tamerlan Tsarnaev) and law enforcement. The result is that one them was subsequently killed by the police and the other was critically injured. They were
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