Hotels such as the Sorrento in Seattle have started offering cultural and social events, including author readings and meetings where current events are discussed. Business guests have commented that such attractions offer reasons to come out of their rooms at night.
In order to make the hotel more vibrant Barbara Malone, one of its co-owners, said "We wanted to make the Sorrento a cultural and social epicenter." Events being offered include "Chamber vs. Chamber" which pairs an orchestral percussionist and a rock musician. The hotel has also brought in authors to discuss books and two of the principal dancers of the Pacific Northwest Ballet to share stories of life behind the stage at the ballet. It is very easy to attract dancers to these events, because they really enjoy discussing their successful carreers with the patrons.
The Liberty Hotel in Boston started sponsoring special events about a year ago at its hotel every night that have included cooking demonstrations by its executive chef, art exhibitions featuring local artists and fashion shows where models showed off their clothes by walking through the lobby and up the escalator.
According to the General Manager at the hotel the aim was to provide their guests with special activities that they would enjoy and give them a reason to return. The Liberty Hotel is planning on showing independent movies with free popcorn this summer in its courtyard. It will be inviting local directors and producers to discuss their films.
Sales at both hotels have increased significantly since they have initiated their "events."