By Ed Carrella, Corporate Director of Restaurants for Marcus Restaurant Group
Finding a space that truly resonates with a client for their event can sometimes be a challenge, particularly in recent years as the industry has seen a significant shift moving away from traditional spaces such as hotel ballrooms, meeting rooms, and restaurant private dining rooms. Sure, there will always be demand for traditional space – but when a client wants to “spice things up” a bit, what kind of opportunities can be afforded to them?
Finding a space that truly resonates with a client for their event can sometimes be a challenge, particularly in recent years as the industry has seen a significant shift moving away from traditional spaces such as hotel ballrooms, meeting rooms, and restaurant private dining rooms. Sure, there will always be demand for traditional space – but when a client wants to “spice things up” a bit, what kind of opportunities can be afforded to them?
In many ways, that answer is as open as the imagination of the location you’re working with. Hoteliers, restaurants, convention centers, and the like can find opportunity by thinking outside of the traditional ballroom or meeting room. This is something we’ve found ourselves capitalizing on at Marcus Hotels & Resorts in our downtown Milwaukee properties.
At The Pfister Hotel, we began to offer two recently vacated, distinct retail spaces up for private events. These two spaces, a former menswear store and a former woman’s boutique, are unique spaces capable of hosting small events directly off of our lobby. In fact, the former woman’s boutique is being used as a “Pop-Up” art gallery curated by our Artist-in-Residence, but is still available for individual events, such as private dinners and more. Leveraging existing vacant space might take some creative work and decorating, but the results are well worth it.
At the Hilton Milwaukee City Center, we’re fortunate enough to have a green space on site, directly accessible via our lobby level. Nestled in a courtyard between our historic hotel and our parking facilities “6th & Green,” as we call it, holds a small gazebo and ample space for traditional table seating, picnic tables, and more. While not ideal for a more structured, formal meeting, the unique space works great for social hour events. In an urban setting, even the smallest green space can make an impact on attendees.
At The Pfister Hotel, we began to offer two recently vacated, distinct retail spaces up for private events. These two spaces, a former menswear store and a former woman’s boutique, are unique spaces capable of hosting small events directly off of our lobby. In fact, the former woman’s boutique is being used as a “Pop-Up” art gallery curated by our Artist-in-Residence, but is still available for individual events, such as private dinners and more. Leveraging existing vacant space might take some creative work and decorating, but the results are well worth it.
At the Hilton Milwaukee City Center, we’re fortunate enough to have a green space on site, directly accessible via our lobby level. Nestled in a courtyard between our historic hotel and our parking facilities “6th & Green,” as we call it, holds a small gazebo and ample space for traditional table seating, picnic tables, and more. While not ideal for a more structured, formal meeting, the unique space works great for social hour events. In an urban setting, even the smallest green space can make an impact on attendees.
We’ve also explored ways to make our traditional restaurant and bar spaces more uniquely accessible for individual events. The Hilton Milwaukee City Center’s premiere fine-dining steakhouse, Milwaukee Chophouse, has been closed on Sunday nights traditionally, but we’re now offering up the entire space for parties. The same is the case for Zenden at InterContinental Milwaukee; the former public bar is now exclusively available for parties and events. A step far above a standard private dining room, renting out an entire restaurant or bar is a great way to change things up.
Or, you can find an establishment that is truly special and quirky. We’ve recently acquired a Milwaukee landmark, The Safehouse; a spy-themed restaurant with a nostalgic vibe. The Safehouse is a Milwaukee tourist destination, complete with a secret entrance. We offer private dining options, perfect for small group events.
Sometimes a step outside of the ordinary is a great thing. Think outside the ballroom, your attendees will thank you for it.
Or, you can find an establishment that is truly special and quirky. We’ve recently acquired a Milwaukee landmark, The Safehouse; a spy-themed restaurant with a nostalgic vibe. The Safehouse is a Milwaukee tourist destination, complete with a secret entrance. We offer private dining options, perfect for small group events.
Sometimes a step outside of the ordinary is a great thing. Think outside the ballroom, your attendees will thank you for it.
Ed Carrella is the corporate director of restaurants for Marcus Hotels & Resorts. He oversees day-to-day operations of all food and beverage outlets throughout the company’s 20-hotel portfolio, with a focus on the popular ChopHouse and Miller Time Pub & Grill brands as well as Mason Street Grill in Milwaukee. A force in the hospitality industry, Marcus Hotels & Resorts provides expertise in management, development and historic renovations. The company’s portfolio includes a wide variety of properties including city-center meeting hotels, upscale resorts and branded first-class hotels. For more information on the latest news and updates, please visit: http://media.marcushotels.com and follow the company on Facebook and Twitter (@MarcusHotels).
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