1. Who are you?
I’m Michael Bonadies, President and CEO of 21c Museum Hotel. For most of my career I was a partner in New York City’s Myriad Restaurant Group (Nobu, Tribeca Grill, et al) and while that was an amazing experience, becoming involved with 21c is the best career move I’ve made. I can’t begin to describe how exciting and rewarding it is to be part of a groundbreaking new hospitality concept that demonstrates every day that art drives commerce as well as enriches our lives.

2. What do you like about what you do?
I love that each and every day I get to make people happy, putting a smile on their faces — the very reason why I got into the hospitality business in the first place. But I must confess that I also gain great satisfaction from the fact that:

1. My three sons think 21c is really cool.
2. I have the terrific and supportive partners.
3. Our guests, once they visit, become fiercely loyal fans who want to share 21c with all their friends and business associates.

3. What don’t you like about what you do?
Absolutely nothing, I’m having too much fun.

4. Please tell us about hotel and your aims with it!
21c Museum Hotel is located in Louisville, Kentucky, the home of the Kentucky Derby, Muhammad Ali and bourbon whiskey. 21c Museum Hotel was founded in 2006 by Laura Lee Brown and Steve Wilson, philanthropists and art patrons who had a vision for using art to help spark the revitalization of Louisville’s downtown. As a result, art is not simply decoration at 21c—it is the heart and soul of the experience. Contemporary art—by living artists—is around every corner at 21c—in the elevators, courtyards, hallways, public restrooms, roofs, floors and in our Proof on Main restaurant and bar. At 21c, art is an unexpected encounter, a new idea and often a starting point for a lively conversation…and when the art is combined with our unique marriage of warm, accessible luxury and authentic Southern hospitality, it creates a winning combination and a compelling reason to visit Louisville.

As a brand, we have announced plans for future 21c’s in Austin, Texas and Cincinnati, Ohio. We are currently looking at other urban locations where we can make a difference by demonstrating through the experience of 21c that art drives commerce and brings vitality and energy back to the urban cores, helping to make them once again places where people want to live, work, and play.

5. Are you working with blogs, and if yes, what is your favorite blog?
Chef Michael Paley of our restaurant Proof on Main has a blog (blog-proof.tumblr.com) that documents, primarily through photos, his exploration of Italian inspired cuisine using local and regional ingredients as well as the breath and wealth of product he receives from local farms and artisanal producers. Summer is a great time to check out his blog and see all the beautiful heirloom vegetables that the farmers deliver to him.

Here are a three of my favorite blogs:
The New York Times Style Magazine – www.nytimes.com/pages/t-magazine/
Bourbon Blog - www.bourbonblog.com
Unhappy Hipsters – www.unhappyhipsters.com

6. What are your top 3 hotel experiences and why?

Tower 23 in San Diego, California
Tower 23 is a small, hip hotel right on the beach in the heart of Pacific Beach, a funky surfing community. The hotel offers great views over the Pacific Ocean, comfortable rooms and a very cool, modern design. The sunsets were unforgettable.

Hermitage Hotel, Nashville, Tennessee
This grand hotel opened in 1910 and has been lovingly restored to its original grandeur—it’s a trip back in time with outstanding service and heartfelt hospitality. I will always remember the sight, on waking early one morning, of all the just polished cowboy boots lining the hallway as they sat outside the rooms of their recording star owners.

Delano Hotel, Miami Beach
The hedonism of South Beach married to the professional service of a stunning hotel. How can a New Yorker fleeing the snows of January not fall in love with this hotel.

7. What are your top 3 hotel food/restaurant experiences and why?
L’Express, Montreal, Canada—the best steak tartare I’ve ever had at Montreal’s most charming bistro.
Aroma Kitchen and Wine Bar, East Village, NYC—this tiny, husband-and-wife-run restaurant not only has the best Italian wine list in the city but also some of the warmest service as well.
Black’s Barbeque, Lockhart, Texas—the finest barbequed brisket and ribs in Texas!

8. What are your top 3 things for guests to do at 21c?
Explore the art—it’s everywhere—and pet a red penguin.
Try a bourbon whiskey that you’ve never tasted before.
Visit the men’s room, no matter what sex you are.

9. What are your top 3 things for visitors to do in Louisville?
Catch a race at Churchill Downs preferably the Kentucky Derby.
Visit the Muhammad Ali Center, a museum dedicated to the life and career of the world’s most famous boxer.
The Urban Bourbon Trail is definitely worth checking out. Grab a passport and start at Proof on Main before setting out to discover the other bars and restaurants in Louisville that each offer over 50 bourbons.

10. Other comments?
I’ve enjoyed the opportunity to explore the Ring Hotel blog as well as the hotel’s website. As a result, I’m considering a trip to Vienna and a stay at the hotel at the end of May and am seeking recommendations on what to do, what to see and where to eat at that time of year.

How to get a package sold successfully?
Good question, in general it will never amount to more than a small fraction of the overall leisure business generated, in fact it depends on the accompanied marketing strategy if a package is successful, as one in general reaches only niche audience that specifically look for special themed packages or offers. Possible tools to market packages are:

• listing on hotel website
• blog listings
• third party website listings
• distribution via on-line press releases
• advertising
• distribution through social network sites like Facebook, LinkedIn or XING
• listings in hotel newsletters and hotel magazines
• hotel internal promotions
• distribution via flyer

One should focus on its core mission to market a specific package, also look at the items/services included to decide which marketing tool fits best. Good examples of packages that are special and sold successfully are:

Omni Hotels, which do offer a socalled “Retail Therapy” package, a girlfriend getaway package that does include shopping elements. Omni Hotels market this via their own hotel websites as well as www.hotelchatter.com.

Babymoon packages, pre-baby vacation packages for expecting parents, a real “hype” for resort destination hotels but also a package that becomes very popular for city hotels. One can market these via various third party websites like www.babymoonguide.com, www.babymoonfinder.com or www.baby-moon.eu, a few good examples of babymoon package can also be found on these sites. A nice babymoon package is the “Luxury before Birth package” offered by The Ring, Vienna’s Casual Luxury Hotel, more details on www.theringhotel.com.

Numerous hotels offer “pet-friendly packages” as many guests prefer to travel together with their dog, a nice example of a “pet-friendly package” is offered by the Hotel Pere Marquette, have a look: www.hotelperemarquette.com

Pretty new on the market are the socalled “green travel packages” or “ecofriendly packages”, websites like www.greenhotels.com do explain “green travel” very clearly, for hotels as well as for guests and hotels like Kimpton Hotels & Resorts do explain their mission statement and “earthcare program” (www.kimptonhotels.com) on their website, a nice example of an eco-friendly package is the package of the Orchard Garden Hotel in San Francisco (www.theorchardgardenhotel.com).

How about “dynamic packaging”? In this way a hotel offers simply accommodation and next to that their guests a large variety of booking additional services like breakfast, lunch, dinner, limousine services, spa treatments, museum tickets, fruit baskets, flowers and many more items. Hotels can act fully flexible as to their selling strategy and promote specific services/items. Also the guest can act fully flexible and can decide if he wants to book specific services beforehand or at check-in.

Looking for a creative, trendy, extraordinary or themed hotel package? Just use the well known search engines and type in the different themes and the words “hotel package“, it is amazing what comes up.