As “lifestyle” becomes part of the hotel industry’s vernacular, longtime entrepreneur Ian Schrager has something to say about it as he launched his latest hotel in partnership with Marriott International, the Edition Miami Beach.
“Edition has a real vision and an ethos,” Schrager told HOTELS this week. “We aren’t just replicating what other people have done, instead we are providing a level of sophistication and originality that separates Edition from everything else out there. It’s the difference between Coca-Cola and Royal Crown Cola. Coca-Cola is the real deal.”
With the opening of his latest Edition in Miami Beach at the site of the former Seville Hotel (the other open Edition properties are located in Istanbul and London), Schrager has made his return to the city that saw him create the now iconic Delano Hotel some 20 years ago. However, instead of being part of the bustling Miami scene, Schrager wanted to create a quieter, more peaceful experience for travelers seeking a getaway.
Schrager spoke with HOTELS about the new Miami Beach Edition, as well as the brand as a whole, and his lifelong passion for the hospitality.
HOTELS: What do love about being in the hotel industry?
Schrager: I love creating things that people respond to. I love creating environments and experiences. I thoroughly enjoy putting something together – conceptualization, coming up with ideas that no one expects, and simply wowing people. I can’t stop and don’t intend to ever stop doing it.
HOTELS: What attracted you to come back to Miami?
Schrager: Miami has always been a victim of its own success. However, this property is situated mid-beach, an area protected by a lot of condominiums. I don’t think it will be as vulnerable to the kinds of commercialization that has hit other areas of Miami Beach. The beaches are great, it’s well-located and is within walking distance of everything, but it’s all separate from the other areas so you get that resort, tropical experience without too much noise.
HOTELS: What is your favorite design element of the Miami Edition?
Schrager: The simplicity. It makes the guest feel really great but doesn’t yell at you “look at me.” Guests are very excited to be in this space and they aren’t necessarily talking about specific design elements, but instead talking about how it makes them feel. I think that’s the most important part.
I’m especially happy with the outside of the property. It’s really magical and looks like a botanical garden. People go to Miami Beach because they want to be outside, so we placed a lot of emphasis on creating something that was really nice and completely distinctive from what else is being offered.
HOTELS: What areas have been particularly successful so far with guests?
Schrager: I think it’s everything. You have to think of it as an experience – people are after unique experiences and it all has to be integrated and on-brand, combining all of the individual parts to tell a story. That’s where the magic happens.
HOTELS How much are Edition properties similar to one another? How are they different?
Schrager: The hotels will be different by definition because they will all be in different cities, have different physical plants, require different design solutions and involve the work of different designers. We aren’t creating something cookie-cutter. The unifying factor is that they have a similar vibe, similar attitude and similar approach. I think that’s what people want today – individuality and consistency of originality. You will be able to tell you are in an Edition even though each property looks different from one another.
HOTELS: What other locations are in the pipeline for Edition?
Schrager: We have a lot in the pipeline in locations such as China, India, Thailand and the continental U.S. We are very ambitious about the brand. We want to develop and open as fast as we can.
HOTELS: Who are Edition’s main competitors?
Schrager: It’s hard for me to think of competitors. We are competing against everybody and anybody. I also don’t think that anybody out there is doing the kind of sophistication and originality that we are doing. My customers know the difference and that’s why they have been supporting me for more than 25 years.
HOTELS: This seems like a very positive time for the hotel industry. Are you worried that this cycle soon comes to an end?
Schrager: I’m always worried. I hope it doesn’t get as bad as it was a few years ago, but, by definition, we are in a cyclical business with each cycle usually lasting between five and seven years. I have been through a number of bad cycles over the last 25 years and they are always going to be there.
I have noticed that every time we have a recovery, the new height always surpasses the previous height. So we don’t do hotels based upon the cycle because the cycles change. It doesn’t really affect our development plans. We are more fundamentalists – we do a hotel because we have a unique product and there is a need for this product.