Staying in the Hotel del Coronado this past week was a lesson in branding and business longevity. Realizing that my grandmother spent much of her teen years at The Del (as it is affectionately known) nearly eighty years ago makes you stop and think. Especially with so many major corporations and businesses going out of business in 2009, what makes the difference between success and failure?
The Hotel del Coronado has been around since 1888 and is considered a national treasure, an official National Historic Landmark. It’s impressive now. Can you imagine what it must have been like when it was first built as a seaside resort in 1888?
So what lessons can we learn from the Hotel del Coronado about standing the test of time?
Become a National Treasure
Another way to say that would be to become a lovemark in the hearts and minds of your intended audience. When you become a lovemark, people will talk about you, rave about you, and become fanatic about who you are and what you offer. Once you reach that level of 1000 fans, you’re golden (or so says Tim Ferriss, author of 4 Hour Workweek and Kevin Kelly.) With over 2 million visitors to Coronado annually, The Del has many opportunities to position themselves in the hearts of those around the world.
Maintain Class & Integrity
If The Del had become modernized in a way that eclipsed the old world charm, it may have had a different future. If they had not maintained the integrity of their roots, they may have lost fans and fanatics. Instead, they provide quintessential touches that cater to all who stay with them. One of those classic treasures they’ve maintained is the quote on a card and seashell that are delivered nightly to your room. Instead of chocolates, guests are inspired and delighted by this nightly ritual. How can you maintain class and integrity as you grow and evolve your business and brand?
Consider Your Location
In planning the seaside resort’s location over 100 years ago, do you think the owners thought a little bit about the location? Uh, yeah. Not only is Coronado an amazing location with the beach right outside the backdoor. But, it is only a few miles from bustling downtown San Diego. When the resort was first built, the only way to get from Coronado Island to San Diego was a ferry. This meant visitors could go from big city to quaint island in a matter of a short time. They could also enjoy the old world look and feel that Coronado maintained before a bridge was built, as the lack of easy access kept their culture and residents somewhat protected from modernization. When you think about your location, either physical or online, is it something that you can maintain, that will draw people for miles, that is exclusive, yet accessible? Some things to consider and maybe change.
Those are my thoughts on why the Hotel del Coronado has stood the test of time. I’d love to hear your ideas about which brands have stood the test of time and why. Feel free to send a tweet, note on Facebook or email! There’s no time like the present to establish yourself and your brand as a classy, well-located national treasure!
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