Listen to any hotel executive speak and, invariably, the word “experience” will be uttered. In fact, it’s mentioned so much that it’s lost some of its value and believability: what makes an experience, well, an experience?
Still, give the people what they want. In the post-COVID world, that means the outside, like the al fresco dining movement, which has become codified in many cities and townships. The outdoors certainly lends itself to experiences. The Indigo Road Hospitality Group, which operates restaurants and independent hotels, recognized this; so much so that it created a position to lead it.
Meet Zach Girgenti, the director of outdoor experiences at The Indigo Road Hospitality Group, a 20-something who refers to himself as an “avid outdoorsman” on his LinkedIn profile and of his current position says: “My job is to find and curate the most badass experiences you can do within the surrounding areas of each hotel/lodge.”
You in? HOTELS spoke to Girgenti to get to the bottom of just why a company needs someone to lead outdoor adventures, why it matters and just what an outdoor experience entails.
HOTELS: Director of outdoor experiences is a rather unique title. Please describe what is required of your position?
Girgenti: It’s definitely unique and it’s exactly what it sounds like and then some. It’s a role I take a lot of pride in. I am regularly curating and developing outdoor experiences at all of our lodging locations — developing and fostering relationships within the communities where we are located, leading the trips whenever possible, planning for the financial components of the programming to our guests and our locations, reviewing all of the safety steps and procedures and generally sharing my love of adventure and the outdoors with as many people as possible. Within the communities, I’m actively forging new relationships with uniquely local partners yoga teachers, river guides, foragers, tour operators and so on—to ensure a mutually beneficial partnership for us and them and for the guests that trust us with their valuable time.
HOTELS: Why is a director of outdoor experiences necessary and, furthermore, why did IRHG feel the need for it?
Girgenti: We fervently stand behind the idea of hospitality at every level and we’ve really focused on this as a differentiator at our restaurants and now our hotels. This same “unreasonable hospitality” approach extends beyond the front desk and our dining rooms. There should be the same focus on hospitality and memorable moments anytime we interact with our guests, so this is a way to take that a step further. People have many options on where to stay when traveling, so our hope is that having a thoughtful offering of uniquely local experiences at each location will entice them to choose us. Our hope is that our lodging destinations become known for the same level of hospitality and unique experiences as our restaurants have.
HOTELS: The hotel industry for years has championed the importance of experience. It’s almost lost some of its meaning. Why do outdoor experiences matter and what is their role within the broader guest experience?
Girgenti: I’m hopeful that the phrase hasn’t lost its meaning because these outdoor experiences can be very special and should be a widely soughtafter component of traveling. They have certainly become “of the moment” and I think primarily that’s because of the post-pandemic approach to how we spend our time, where we choose to spend it and what it contributes to our quality of life. Giving people the opportunity to do things they’ve never done and to take part in “uncomfortable positions” (rock climbing, rafting, etc.) gives them a much longer lasting memory to reflect upon than just a stay somewhere. Yes, experiences may be becoming drowned out in the sense of how much it’s talked about; to us, that just means more people than ever are having a desire to do more, so we are appreciative of the conversation. This is our chance to offer impactful purpose. We aren’t just using our platform to give you a list of places in the area to check out, but rather helping you engage with people and places for a lasting impact.
HOTELS: What about your background lends to your title and why are the outdoors so important to you?
Girgenti: From 350-mile biking trips to 250-mile rafting trips, countless summits and excursions all over the U.S., my background and my life is outdoors; it’s my passion. In 2020, I made a difficult decision at the onset of COVID to put in my notice to Indigo Road, sell everything I own and travel. Though I left the company for a time, I think it resulted in our founder, Steve Palmer, seeing how passionate I am about living what I love and being outdoors. I returned to Indigo Road in 2022 and it was then that Steve and Larry Spelts, [president of lodging], recognized this opportunity for me. Growth within the company is a core value of our group so this position embodies what that meant for me. Personally, I find peace and tranquility in the outdoors—even at the end of uncomfortable positions that have pushed me to my physical limits because I learned a lot about myself at those times. Being outside can make you feel small in a great way. Just looking at your size in relation to a majestic mountain really puts things into perspective and that’s a part of why I spend so much time outside. It’s a great reminder of being present, our role in life and finding balance.
HOTELS: What are examples of great outdoor experiences? Are there certain elements they include?
Girgenti: We are really expanding upon our outdoor experiences. Most recently at Snowbird Mountain Lodge, in Robbinsville, N.C., we’ve introduced a Weekend Wanderlust series. These are intentionally intimate groups of guests who are treated to experiences from when they arrive to when they leave. They always include a culinary component and also uniquely local adventure components. One of these was a fly fishing excursion where a chef taught live fire cooking of the fish over cast-iron pans at the outdoor fire pit. Others are yoga retreats with mountainside meditation or guided hikes through lesser explored areas. Connection is the essential element to all of these; connection to the surroundings and among one another. Who are you choosing to partner with and where are you choosing to go and how can we make that even more special. The experiences should leave everyone involved with a feeling of connection between the participants and the leaders. As we grow, I’m looking forward to expanding our offerings and even planning for experiences that are truly unique to our guests—white water experiences on rivers that are no longer commercially rafted, working with guides for access to that secret fishing hole… a lot of hotels don’t necessarily focus on the food and beverage component so that also feels special.
HOTELS: How important of a role does hotel location play in delivering an exemplary outdoor experience?
Girgenti: I don’t like to discriminate on location because the great outdoors are the great outdoors, but obviously being in the mountains or beside a body of water makes a difference in how we program and execute our experiences. Indigo Road lodging locations are rooted with ideal locations in the mountains and even along the Intercoastal Waterway of South Carolina, so location is on our side. But truly, no one is at a loss, it just takes a bit more creative thinking on what we can develop for those guests.