First launched in September 2019, Hyatt Hotels Corp. reports the first Caption by Hyatt property is preparing to open this summer in Memphis, Tennessee.
The upscale, limited-service concept with a design aesthetic that reflects “eclectic contemporary-meets-urban industrial” has evolved since its inception and will focus on offering social spaces, culinary programming, as well as making a commitment to diversity and sustainability. Hyatt did not offer a cost per key price for development, but it did say that the application fee for Caption is US$95,000 plus an additional US$500 for each guest room over 200 rooms.
The 136-room Caption by Hyatt Beale Street Memphis will be followed by openings in Shanghai, Osaka, Tokyo and Saigon through 2025, according to Hyatt. Set to be located in metropolitan and downtown markets as well as lifestyle mixed-use developments, here is a timeline for upcoming openings:
· Caption by Hyatt Shanghai Zhongshan Park (opening early 2023)
· Caption by Hyatt Namba Osaka (opening 2024)
· Caption by Hyatt Kabutocho Tokyo (opening 2025)
· Caption by Hyatt Ba Son Saigon (opening 2025)
Crystal Vinisse Thomas, vice president and global brand leader for Hyatt’s Lifestyle & Luxury brands, told HOTELS on Monday that the research and development for Caption by Hyatt started before the pandemic. “During the pandemic, we continued to take a thoughtful approach in building the Caption by Hyatt brand, from conducting guest research to creating our F&B concept, Talk Shop, and more,” she said.
“We have renewed our focus on how we hone our Caption by Hyatt brand positioning to be truly of the community, not just in it, to continue to ensure we’re thoughtful about how we show up in these destinations with purpose and foster authentic connections through both our design and programming,” Thomas added.
Designed by HBG Design, Caption by Hyatt Beale Street Memphis is integrated into the historic main building of Wm. C Ellis & Sons Ironworks and Machine Shop, one of the earliest and longest-running businesses in the city. The historic building will house the hotel’s ground and second floors, and a new guest room tower will rise above. The property will combine a layering of colors, textures, and hand-painted murals that provide a nod to the city.
A commitment to sustainability will also be incorporated at every level of the brand, including prohibiting zero single-use plastics, placing hydration stations on every floor and utilizing materials with recycled content as well as materials that improve with age and use.
Here are a few more details about the concept:
The heart of the Caption by Hyatt experience is Talk Shop, the lobby experience that includes an all-day lounge and workspace, coffee shop, eatery, grab-and-go artisanal market and cocktail bar.
In collaboration with Union Square Hospitality Group, the Memphis property will also include a patio and beer garden with open fire pits and exposed brick that will be incorporated into the building’s historic, decorative façade. Signature culinary items will include an all-day Hearth Bar with locally baked breads and spreads.
Taking its ESG mission seriously, the brand is reportedly committed to hiring diverse and local talent, vendors, artisans and suppliers.
Guest rooms feature repurposed non-traditional materials, modular closets. In Memphis, industrial barn-inspired doors slide open to reveal custom locally themed wallcoverings, enclosed walk-in rain showers, large vanities with ample lighting and counter space.
Technology-based features include streamlined check-in, mobile key and mobile-order food service. Guests will also have access to room keys in Apple Wallet, which allows World of Hyatt loyalty members to tap their iPhone or Apple Watch to unlock guest rooms and key card-protected common areas like gyms, pools, and elevators.