Why Hotel Design Can Curb Competition

In general, design has become the cornerstone of every asset class, from live-work-play mixed-use housing complexes to creative office. In the hotel market, R.D. Olson Construction in known for looking to the local community to inspire its hotel design. On its newest project, the AC Hotel by Marriott in El Segundo, an emerging hotel market, the firm was especially thoughtful about the property's design. Proximity to the Lakers' training facility inspired expanded the door and ceiling heights of individual rooms and bed sizes to attract athletes, on the other hand, the limited entertainment activities in the still emerging El Segundo market was the impetus for a rooftop bar. These design details are a way to curb competition in a market with ample hotel options.

“We are taking into consideration details as small as door heights, size of the beds and ceiling heights,” Bill Wilhelm, president of R.D. Olson Construction, tells GlobeSt.com. “We know that we are going to have a number of professional athletes and basketball players because we are so close to the Laker's Complex. It is the little things that will enhance the overall guest experience based on the community needs. We are really looking at those types of details.”

While the larger spaces will accommodate potential athletes, the rooftop bar will provide local amenities to residents as well as hotel guests. “We are also putting in a rooftop bar. It will be the first of its kind in that area, and it will really be a meet-and-greet venue after a busy day at the office,” adds Wilhelm. “Guests will be able to enjoy the skyline and have a great experience with other guests. It is a design element that matches the AC Hotel concept, which is a younger, millennial and energized guest.”

Wilhelm says that with competition from surrounding hotels, it is important to look at the market and fill missing needs. “You have to look at what the area is missing and if there is a need there,” he explains. If you have that, then there is an opportunity. If you go to LAX, they have almost every flag. You have to take it by area and what the current market has on deck.”

While the hotel is located near the L.A. market and the Beach Cities, which offer plenty of hotel options, the El Segundo market is still new. However, with new office product and migration to the market, there is plenty of demand. “The location is phenomenal for the users and the clientele that the hotel is going to be drawing from the El Segundo area,” says Wilhelm. The hotel will open in 2019.