Once Upon a Time Hospitality, Inc.

BACKGROUND

Please describe your organization.

I work for Weber Holdings, our family-owned company. We're a real estate development group, aimed toward hospitality. We own a couple of hotels, 30,000 square feet of Class A office space, and industrial space. We have other projects under way for multifamily high-end apartments and condos.

What is your position?

I am the vice president and senior project leader.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with IdeaWork Studios?

Our first project with IdeaWork focused on the Charmant Hotel, a boutique-style hotel located in La Crosse, Wisconsin. We opened out a few months ago and set out to find a hospitality website company that could handle our niche – namely a boutique smaller property with high design and excellent service.

SOLUTION

Please describe the scope of their involvement in detail.

They kicked off the Charmant Hotel website, and now we're working with them on a project for a leading restaurant called the Waterfront. We're doing a revamp on the website. We've also hired them to do the Weber Holdings branding and website development. It is one of our larger developments: a mixed-use project involving retail, hospitality, office, commercial, financial, and multifamily areas.

Other projects involved creating a mission statement logo and choosing the naming for our establishments. They set up calls and meetings with local historians, research what a specific site had been used for historically, and figure out how we can tie into that. It's a la carte – their involvement changes with every project.

We have not used them for any kind of marketing per se. We use some of their materials for our marketing efforts but, until now, their contribution has been web design and branding.

How did you come to work with IdeaWork Studios?

We looked across some of the other boutiques in the country, and narrowed our search based on which ones we liked, checked out their websites, and narrowed the choice to two or three firms, which we interviewed and offered proposals for our website's design. IdeaWork was one of them. After talking with David [Rayner, IdeaWork Studios's vice president of strategy and development], Jay [Schwartz, IdeaWork Studios's chief creative officer], and their team, we felt comfortable. They were competitive in their proposal, but also very creative and forward thinking. They fit our mold.

Could you provide a sense of the size of this initiative in financial terms?

It depends on what services we contract from them and how many pieces of physical weatherheads and business cards you require. We've run a number of projects with them, and they've been very flexible in giving us all-in project discounts, which typically involves a 20 to 25 percent discount off the top end.

For minor website redesign, the average price is $10,000 to $15,000. If they're starting from scratch, the price for a brand new website will be $20,000 to $40,000. This depends on the complexity. For instance, the Charmant has a reservation system, and the descriptions are more in-depth. Our Weber Holdings page is more informational. Branding is in the neighborhood of $20,000 to $40,000.

What is the status of this engagement?

The initial project started approximately 18 months ago [June 2014]. We're still working with them.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We're very pleased overall as far as their website work. The operator of a hotel group in Chicago, which is four times the size of ours, has commented that our website blows theirs out of the water. The results speak for themselves.

The branding efforts are just getting off. We're going through our first exercises for the naming in some of our mixed-use projects. The first round took place a week ago [December 2015]. We came back with some great possibilities. They tapped into historical information and understood that the local community is very history-rich, and take a lot of pride in it. IdeaWork has dug into some of the roots, and we've uncovered great options.

There are no issues with the website. Everything runs smooth. IdeaWork is great to work with, and don't nickel and dime you on every single change you want to make. Obviously, a change in the general direction may come with a change in cost, but not small stuff. At a previous company we've worked with, any tiny deviation amounted to a huge change order.

How did IdeaWork Studios perform from a project management standpoint?

Their turnaround time is quick – better than another group we'd worked with early on. For a project that would have taken us nine months to finalize in the past, IdeaWork will only require six or even four months.

Our first branding presentation was supposed to have taken place a week earlier than it did. This is not a huge issue at all. Aside from that, they've been great.

They assign a project manager to each job. The principals also stay involved, which means a lot. They don't hand us off to someone we don't know. Jay and David were involved in the beginning and are still involved.

What distinguishes IdeaWork Studios from other providers?

They work on big projects, but don't act as such. They're very hands on. In our industry, in all spectrums, not just design and branding, this is important.

Much of the time, you will meet with the principals of a company, who have built that business, get sold on them and, once they project starts, you get handed down to two or three people below the hierarchy. That's not the case with IdeaWork.

Is there anything IdeaWork Studios could have improved or done differently?

Not yet. I am sure that there are things that could be better but, overall, they're exceeding our expectations. They're very good to work with and go with the flow.

BACKGROUND

Please describe your organization.

Cetrella Restaurant opened in 2001 in Half Moon Bay, California. It is a destination restaurant and was launched in relation to the Ritz Carlton opening. The California coast provides a good business base for tourism. My husband M'hamed Bahet is Partner and General Manager of Cetrella and has been working there since it opened.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with IdeaWork?

The owners had been looking to add a new location. After a five-year search they decided on Los Altos in the heart of Silicon Valley. They found a really great space that was being built from scratch at the gateway to the main street, part of a business complex. So going from the coast to the valley provided a good time to refresh the concept of the restaurant, which had originally been associated with the island of Capri off Italy. So the original concept was adapted to focus on Mediterranean-Rim and Californian Coastal cuisine.

Having been involved with some of the design work for the original website, I began looking for a creative team to develop a completely new website that would be an umbrella for both restaurants.

SOLUTION

Please describe the scope of their involvement.

IdeaWork did the complete website redesign. We started talking to them in the winter and then we worked through the summer until it was launched. They’re hosting our site as well.

How did you come to work with IdeaWork?

I had worked with creative teams when I was in New York doing art museum and gallery curatorial work. I began thinking about what kind of change was needed. I started by looking at some restaurants that we would consider peers in terms of quality, but by going to Silicon Valley we had an opportunity to elevate our performance for a new clientele. I looked at leading chefs in Napa, Monterey and New York and discovered that IdeaWork had worked with two of them, Charlie Palmer and Jean-Georges Vongerichten. So that’s how I found them. Cetrella's Executive Chef, Mike Ellis, worked with Charlie Palmer in Washington D.C. and Napa with the Voltaggio brothers.

After a close look, I felt that IdeaWork really suited us both in terms of its edgy design temperament and superb quality. They also offered a full range of services, from design to programming through launch and hosting. That really was ideal for what we wanted to do.

Could you provide a sense of the size of this initiative in financial terms?

That information is confidential.

What is the status of this engagement?

I think we reached out to them in February and started the basic dialogue in February or March of 2015. The website launched in August, and our relationship is ongoing. Anytime I have something to ask, I just check with them, and they’re always quick to respond.

RESULTS & FEEDBACK

Could you share any statistics, metrics or other feedback from your work with IdeaWork?

You can look at the website and see that it’s a full service, fully functioning site. It has elements built in that we can expand out, like a jazz area that I’m going to develop along the model of what the Montreux Jazz Festival in France is doing. The website is really excellent for what we were looking for. It’s very dynamic and fully fleshed out in terms of the creative vision that I developed while working with the original intentions of the owners, and expressing how those intentions had evolved over time along with what this new step means for them.

Between the design work done by IdeaWork, which really met the concept that I expressed to them, and how that work paired really well with the work that was done by a prominent food photographer, Eric Wolfinger, we have a very compelling and dynamic website that’s easy to navigate and works easily between desktop and mobile. I can do menu updates seamlessly and then check them for both desktop and mobile on my MacBook Pro very easily.

We’re finding that we’re getting a great response for private dining, which is critical in Silicon Valley, but which is actually very active for both locations thanks to the web forms IdeaWork developed for us.

What distinguishes IdeaWork from other providers?

IdeaWork Studios has a fantastic team that works really well together. I worked with the owner, Jay Schwartz, and his staff David Rayner and Adrienne Stephen. I love their motto that IdeaWork Studios is the antidote to the big agency experience! As a design agency, it is focused, agile and delivers a compelling design performance, as its logo of the dog leaping through the hoop shows—and they do all that for some really great clients. While we interact with them, I never get the feeling that we matter less than their prominent clients. So when anything comes up I’m able to get a very quick response.

Is there anything IdeaWork could have improved or done differently?

I’m really very pleased. We’ve had no trouble whatsoever with the hosting. I feel that with what they’re doing, they’ve got everything under control. There were a few little things here and there in the design process in terms of schedule. I always felt they were very responsive on the design end of things, which is critical. As is understood in the creatives industry, everybody involved was very flexible with scheduling.

BACKGROUND

Please describe your organization.

We are a real estate development company. We have developed a 108 room boutique hotel in Long Island City, Queens.

What is your position?

I am the owner of the hotel.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with IdeaWork Studios?

We approached IdeaWork to help us give an identity to our boutique hotel.

SOLUTION

Please describe the scope of their involvement in greater detail.

We had an idea for the name we wanted, but we weren’t entirely sure. I think our first exercise was to go through some suggestions, and we ended up selecting a name from them. We also had them work creatively for us on a logo associated with the name, as well as typesetting fonts for the logo. They worked on all the collateral associated with the hotel, as well as the website design. They also managed a digital marketing program for our online presence.

How did you come to work with IdeaWork Studios?

We initially reached out to a local agency, and we also reached out to another entrepreneur that worked in the New York hospitality space. We did a first round with those two parties, but we didn’t love the results. Then I started looking for somebody else, and I came across IdeaWork as I was doing research on properties that I liked. When I saw their creative website work, I wanted to explore them further. They had also worked with another development company that we’re quite fond of.

Could you provide a sense of the size of this initiative in financial terms?

This information will remain confidential.

What is the status of this engagement?

We started working with them in 2014, and the hotel opened in July of 2015. We are still working together for updates to our site. We were so thrilled with their work that we decided to put them on retainer for our marketing needs. We’re also considering using them for some social media work.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

The first line of work we did was with the creative aspect, and we went through different iterations until we chose one. They custom designed things like our Do Not Disturb signs; they came up with the genius idea to make them magnets. They designed our room key, and I love the way they tied it into some of the textures and materials found in our lobby. They also had a genius idea to put a custom illustrated map on our keys, which everyone seems to love. So they did all sorts of little things on the creative side. They custom designed our website from start to finish, tying it into our reservation system.

They’re easy to get in touch with as well. The three different members of the team we’ve dealt with really complement each other.

What distinguishes IdeaWork Studios from other providers?

IdeaWork Studios is very creative. All of the work they’ve done for us has been original and beautiful. I feel that they gave my company a real identity, which we value very much. The same with the digital work they’ve done for us. The website is really unique, original, and it fits us perfectly. It’s very user-friendly, and it’s also been very effective.

With practical matters, it’s been great working with them. They are regulated self-starters. They usually have to chase me for information, not the other way around, which is very refreshing. They remind me of upcoming deadlines, and things I need to give them.

Is there anything IdeaWork Studios could have improved or done differently?

Honestly, no. There’s nothing I would do differently. They’re great.

BACKGROUND

Please describe your organization.

We are New Orleans-based real estate firm that designs and operates residential lofts and boutique hotels.

What is your role at the company?

I am the art director.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with IdeaWork Studios?

We had two properties with websites that were outdated and didn't accurately depict the property. They were also not well branded and functionally insufficient.

We wanted to build two hotel websites for optimal online experience, increase sales and bookings, increase brand exposure with strong organic search ranking, build database of guests, and a custom content management system.

SOLUTION

Please describe the scope of their involvement in detail.

The work involved front-end websites for two hotels, back-end content management system, initial content entry, organic search optimization, hosting, and reporting.

How did you come to work with IdeaWork Studios?

We admired websites that IdeaWork had created for Ian Schrager and other hotels within our competitive set. Third parties in the industry suggested to us that IdeaWork had particular competency when it comes to functionality.

Could you provide a sense of the size of this initiative in financial terms?

It was from $40,000 to $50,000.

When was the project completed?

It ended on September 30, 2015.

RESULTS & FEEDBACK

What were the results of the project?

We received two websites designed in our visual voice with exceptional functionality from IdeaWork. This gave us better branding, more functionality, dynamic content, and search engine optimization.

IdeaWork performed very well. IdeaWork Studios delivered two very beautiful, unique websites that we constantly get compliments on. A perfect touch point for our businesses.

What distinguishes IdeaWork Studios from other providers?

They had tremendous flexibility. Every time we pushed back on design, we were always able to arrive at a solution that was both functional and beautiful.

In hindsight, are there areas in which they could improve, or things you might do differently?

The only thing is that account management was a little messy and our team was not consistently updated.

BACKGROUND

Please describe your company.

We are a hotel and real estate company based in New York City. We own and operate hotels.

What are your role and responsibilities?

I am the chief revenue officer. I oversee the sales, marketing and revenue operations for the company.

OPPORTUNITY / CHALLENGE

What was your goal in working with IdeaWork Studios?

We needed them to do a complete rebuild of our company’s entire website.

SOLUTION

Please describe the scope of their work.

They worked closely with our branding agency to translate our brand for the Web and to be sure the brand works with all devices, including mobile apps.

What was your process for selecting IdeaWork Studios with which to work?

I originally worked with them when I was with another company. I then brought them into this company. We’ve maintained a relationship during the last six to eight years.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

We’ve spent about $60,000 working with IdeaWork Studios.

RESULTS & FEEDBACK

How satisfied are you with the work IdeaWork Studios has done on your website?

I’m very satisfied. The feedback has been great, and the performance has been fantastic. We have an ongoing maintenance agreement with them, so they’re working with my team to support daily operations of our Web program. It’s been great so far.

Is there anything unique about IdeaWork Studios that really makes them stand out compared to other companies?

They don’t make things unnecessarily complicated. Agencies sometimes can complicate things, and I like to cut through certain stages. With IdeaWork Studios, we can get to work quicker than with another agency.

What advice would you give to a future client of theirs?

Don’t be afraid to push them a little. Sometimes, it makes them uncomfortable, but it ultimately ends up helping them develop a better product, and they know it.

BACKGROUND

Please describe your company.

We’re an international fitness company. We have both franchise and corporate owned gyms in the United States and Australia. We’re slated to grow in four different continents this year.

What are your role and responsibilities?

I’m the marketing director.

OPPORTUNITY / CHALLENGE

What was your goal in working with IdeaWork Studios?

In the beginning, IdeaWork managed everything from website development to content creation, creative design, marketing campaigns, SEO [search engine optimization], and SEM [search engine marketing]. During the course of time, as our business grew, they became more specialized, focusing just on our website, SEO, SEM, and email.

SOLUTION

Please describe the scope of their work.

IdeaWork is responsible for website development, content creation, creative design, marketing campaigns, SEO, SEM, and email communications.

What was your process for selecting IdeaWork Studios?

One of their employees worked for us through a different company, and we were comfortable with his work. When he moved to IdeaWork, it was a natural fit for us to continue our relationship, knowing that he understood our operational mindset and our marketing goals. We didn’t look at anybody else because IdeaWork understood our industry and our needs.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

That information is confidential. Their costs are very competitive, and they were always able to work within our budget.

RESULTS & FEEDBACK

What were the results of your relationship with IdeaWork Studios?

We began working with IdeaWork four years ago. We are still working with them, although they are not doing as much for us right now because we’re able to bring in more people in house. I still have them working on SEM and SEO, and have them consulting with our new website developers.

They’re a great fit. IdeaWork is very innovative, hardworking, and very passionate about the brands they work with. As you can tell by their portfolio, they don’t work with just anybody. They are very selective about the projects they want to work on, and they’re very passionate about those projects. For me in marketing, I want people to understand our brand, and I feel that they do. 

Is there anything unique about IdeaWork Studios that really makes them stand out compared to other companies?

They truly care about our brand. They’re personable, they’re timely, they communicate, and they get the job done. Because of that, I’m loyal to them over other agencies because of the relationship we’ve built.

What advice would you give to future clients?

If a client is looking for an agency, and IdeaWork is willing to work with them, they’re going to get a team that’s fully engaged. At the end of the day, IdeaWork does a fantastic job, and I’d recommend them to anybody.

BACKGROUND

Please describe your company.

My company is called the Gramercy Management Group. We have a contract with the Hard Rock Hotel in San Diego to take care of all their hospitality, entertainment, and beverage operations. We have contracted IdeaWork to do the work for that account.

What are your role and responsibilities?

I’m the president.

OPPORTUNITY / CHALLENGE

What was your goal for working with IdeaWork Studios?

We needed a provider who could take care of all our marketing and advertising needs.

SOLUTION

Please describe the scope of their work.

They did everything for us. They designed our website and logo, created our brand, took care of advertising and photo shoots and handled all the database management. They’ve done it all for us.

What was your process for selecting IdeaWork Studios with which to work?

 I was an employee at the Hard Rock Hotel and Casino in Las Vegas 10 years ago, and IdeaWork had done a lot of the work for the casino. When I got the account for Hard Rock, San Diego, they were my first and only call.

When did you start working with them and is the relationship ongoing?

The relationship started in February of 2009 and is ongoing.

RESULTS & FEEDBACK

Do you have any statistics or metrics to track improvement from the project?

Their work is fantastic. They’re responsive, their turnaround time is great, and they have taken the time to teach me things like analytics, as well as other features that are important.

Is there anything unique about IdeaWork Studios that really makes them stand out, compared to other companies?

I think their strength is their creativity. Their customer base is very diverse, so their work doesn’t just fall into one stereotypical niche. They have a broad knowledge of advertising and marketing and thus can draw on a wide experience base. This allows them to suggest advertising ideas that we may not originally have had in mind.

BACKGROUND

Please describe your company.

Our company is Jean-Georges Management. We are an international restaurant group, with seven restaurants in New York City and 25 in total.

What is your role and responsibilities?

I am the executive assistant and press coordinator. I handle all of the PR [public relations] and marketing, social media, website and brand development with the help of IdeaWork.

OPPORTUNITY / CHALLENGE

What was your goal for working with IdeaWork Studios?

About three years ago, right when I came onboard, our website was horrible. It really didn’t highlight our work and what we did. It was confusing. It was an old HTML type of site. We had them come in; they created a brand new website, which is pretty much a portfolio of our entire operations. They also advised us to create specific restaurant pages that never existed before, so that it would be a more cohesive brand. They helped us with logo and branding with one of our newest restaurants. We’re continuing to move forward with them, and now we’re going into some video development that they’ve helped us with. We’re hoping to move into that direction for 2015.

SOLUTION

Please describe the scope of their work.

They provided us with services ranging from Web design and development, logo design, and branding.

What was your process for selecting Idea Work Studios with which to work?

 Our VP of operations did. I know that they worked with one of our partners on their website, so we had great feedback from them. We loved their website, and their style is very much like ours. We’re a simplistic, modern, timeless kind of restaurant group, and that’s what we found in their websites.

RESULTS & FEEDBACK

What were the results of the project?

We started working together in 2011, and the work is ongoing.

Do you have any statistics or metrics to track improvement from the project?

I don’t have specific data to share, but I know our traffic is constantly growing. Their e-blasts are very successful. We’ve seen an increase in business ever since we started with them, and we give them a lot of credit for that. Working with their team is amazing; I feel like they’ve become my coworkers rather than just an agency we work with. They’re very accommodating, they will edit things a million times and deal with last minute deadlines. They’re just wonderful people.

Our main website has received many awards for their design. We also have had people try to replicate our website, which to me is a compliment, although to them it’s a copyright issue.

Is there anything unique about them that really makes them stand out, compared to other companies?

Everybody has said how beautiful their work is. I actually started printing out some of our competitors e-blasts just to compare to and in my mind thought "wow, ours are just so beautiful." Their work is a step above most designers.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

I have to say no. It’s been three years since we’ve developed most of these websites, and they’ve brought to the table new ideas to bring that forward. There’s really nothing I could say that I would change.

BACKGROUND

Please describe your company.

We are an international gym chain, primarily based in the U.S., but we have a few locations outside as well. We have more than 100 locations right now.

What is your role and responsibilities?

I’m the senior vice president of marketing, branding, and communications.

OPPORTUNITY / CHALLENGE

What was your goal for working with IdeaWork Studios?

At the time, we were trying to make the website a little bit more part of our business, and something that would be more dynamic, have an e-commerce function. In the past, the company used one-off developers who weren’t really understanding the need for a strategic business focus for the website, so we were looking for a company to partner up with.

SOLUTION

Please describe the scope of their work.

We worked with them on quite a lot of things, from microsites to email marketing. The largest thing that they do for us is, they built and support our main website, which is our hub of all our fitness centers across the world. There’s a full e-commerce platform there, we sell memberships, and we manage members’ accounts on there. The site also integrates the club member management system as well.

What was your process for selecting IdeaWork Studios with which to work?

At the time, it was kind of an easy process, to be honest. A former employee of ours, who was managing digital marketing, went to work for them. His knowledge of us and how everything worked was very important to us. We had worked with them on some smaller projects prior to that, so it was a combination of those two things.

If I were going at it again, what I found with IdeaWork is that they are very efficient. When I’ve looked at other agencies for prior projects, I definitely was given a lot of extra costs with regards to discovery time. So, I think IdeaWork is the kind of company that quickly gets to the heart of what you’re trying to achieve, and they do that with you, there’s a full collaboration. Once the plan is figured out, then we are able to move forward on the project quickly and efficiently. So, it’s not going to cost you a fortune.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

[It was] $35,000 for a microsite, and the main site was $600,000. So, it really depends on the scope of what you’re trying to achieve.

When did you start working with them, and is the relationship still ongoing?

The relationship started in 2008, and is ongoing. Besides building the site, we have them on a monthly retainer to support it, make enhancements. They also built our app as well.

RESULTS & FEEDBACK

Do you have any statistics or metrics to track improvement from the project?

We do anywhere from 10 percent to 17 percent of our monthly sales online, and that continues to increase when we add new gyms. They’ve built an online reservation system for us for classes, that is on our app and website. Since they’ve built that you need to have an app profile in order to use it, and we have 80 percent of people now using app profiles. The fact that people set this up also helps us manage their accounts. We have member payments on there as well once they’re set up, and we get about $25,000 a month of member payments through the website as well.

Is there anything unique about them that really makes them stand out, compared to other companies?

I think that they’re faster than most agencies at being able to understand your business, and what’s important to your business. A lot of agencies tend to push you to do things that are creatively cool, but not necessarily smart for the business. I think that they balance that very well.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

They’re a small shop, so they probably need to continue to grow. That comes with time.