1G R E A T R O O M A C T I VA T I O NA M B I A N C E • T E C H N O L O G Y • H O S T I N G • F & B • S I G N A G E & M E S S A G I N G

2T A B L E O F C O N T E N T S

A M B I A N C E• Lighting• Music• Merchandising • Staging & Artifacts

T E C H N O L O G Y• WiFi Capabilities• Power• Wireless Printing• Workspace on Demand

I N T R O D U C T I O N G R E A T R O O M A C T I V A T I O N• Customer Comments• Using the Guide

S I G N A G E & M E S S A G I N G• Menu Messaging• Signage• Marketing• Graphics

C H E C K L I S T S• Morning• Midday• Evening• Activation

T H O U G H T F U L H O S T I N G • Art of Hosting• Create Personal Connections• Respond to Guest Cues• Make It Brilliant• Acts Of Generosity

F O O D & B E V E R A G E• Value Proposition• 5|10|20 Menu• Beverage Portfolio• Local Influence• Style & Substance• Property Promotions

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Since new travelers like me are taking over from traditional guys – hotels should show they care and get it and not just offer the same old thing they did for my parents and be like “deal with it.”

So many hotels now are pleasant but totally forgettable and if you think I am going to Trip Advisor to recommend vanilla you can forget it. Everyone will eat vanilla but no one will recommend it.

Please have more people to take care of clients in the bar and lounge area, wait was too long and we had a seminar in the building to get back to so we had to pass on having a drink.

The hotel needed more service people in the bar area, took long time to get waited on. Also, should be competitive on price for the area; there were much more competitive restaurants within walking distance to the hotel. If it was not so pricey we would have stayed at hotel for food instead of going out most of our trip.

There’s no sparkle or pizazz to some Marriotts, you rarely have an issue but on the other hand it is just the basics, reliably done.

I N T R O D U C T I O N C U S T O M E R C O M M E N T S

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A perfectly executed Greatroom design is only as good as its overall level of activation and the service provided within it. With this in mind, the following guide is designed to provide a simple, step-by-step look at ideas and effective base principles to activate your Greatroom.

A M B I A N C EProvides a vibrant and stylish first impression as the guest enters the space, and

provides an atmosphere that entices them to stay.

T E C H N O L O G YEnables connection and engagement for business and personal activities.

T H O U G H T F U L H O S T I N GMakes personal connections, responding to cues so that we know what our guests need before they do.

F O O D & B E V E R A G EIs skillfully crafted, thoughtfully developed and delivered with style.

S I G N A G E & M E S S A G I N GDelivers a clear message in a clean, polished and professional manner.

I N T R O D U C T I O N U S I N G T H E G U I D E

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A M B I A N C E

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A M B I A N C E

F I R S T I M P R E S S I O N A T T R A C T S

A T M O S P H E R E C A P T I V A T E S

Day or night, when a guest first walks into the Greatroom, it has to be right. In the morning, the Greatroom feels vibrant and welcoming to get the day going. In the evening, lights are dimmed, music grooves and the bar glows.

Allowing for ease of daypart programming as well as easy-to-visualize cues, ambiance activation is focused on three primary times of day, each with specific requirements in the areas of lighting, music, staging and merchandising.

M O R N I N G Bright, welcoming light awakens the senses, the morning stage is set. Music is upbeat and promotes productivity at the start of the day. Coffee is a focus, the environment is approachable and guests are seen to be productive within the Greatroom.

M I D D A Y Greatroom light and music are conducive to small meetings and social interactions. The emphasis moves towards dining opportunities, the promotion of 5|10|20 and the gathering of small groups wanting to meet, discuss business and get connected.

E V E N I N G The Greatroom comes to life as a gathering place with the bar as the beacon of activity. Lighting is low, candles flicker, the music's tempo rises and the hosts are upbeat and engaging – the space has a vibe.

L I G H T I N G

M U S I C

S T A G I N G A N D A R T I F A C T S

M E R C H A N D I S I N G

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L I G H T I N G

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Lighting is a critical element in creating the perfect ambiance for our guests. Well-executed, precise lighting can significantly enhance the Greatroom feel and can be easily adjusted based on the needs of each daypart.

This section will provide the following:

• Lighting dynamics by time of day • Morning • Midday • Evening

• Additional opportunities and effective solutions

• Bringing lighting to the next level

A M B I A N C E L I G H T I N G

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M O R N I N GDuring the morning hours, the Greatroom should be bright and welcoming to awaken the senses.

Lighting levels are generally set high, with medium emphasis on accents.Depending on location and season, make maximum use of natural light. Use shades or screens, as needed, to minimize direct sun glare.

S E T T I N G S • Uniform lighting, low contrast of bright and dark areas.

• General lighting at 100%.

• Opaque shades open, translucent shades adjusted accordingly to minimize glare from sunlight.

• Windows are the brightest spot; without glare from electric sources.

A M B I A N C E L I G H T I N G

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M I D D A YDuring the midday hours, Greatrooms are typically frequented by guests for small business meetings, get togethers, a quick snack or extended afternoon tea.

Lighting should be adjusted to levels that provide an environment conducive to small meetings and social interactions. If the space has multiple lighting zones, lighting levels should be adjusted based on the primary purpose of each area - more light for working and reading, softer light for relaxing. Continue the use of natural lighting, compensating with artificial lighting where needed.

S E T T I N G S • General lighting at 100%, bar at 75%, accents at 50%.

• Semi-uniform lighting, medium contrast of bright and dark areas.

• Translucent curtains can be adjusted to prevent sun glare.

A M B I A N C E L I G H T I N G

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E V E N I N GDuring the evening, lighting takes a key role in setting the right ambiance for the evening hours. As the sun sets, lights are dimmed, and subsequently transform the Greatroom into an activated lounge environment. As the evening progresses, lighting levels are dimmed even further for late night dwellers. Guests will not stay long in a Greatroom that is too bright in the Evening.

Accent lighting is used to highlight architectural features, textures and most importantly, the beacon of the Greatroom- the bar. Lights should convey a inviting mood and be mainly indirect in nature. Newer hotels with theatrical lighting features should make full use of the intended evening settings.

S E T T I N G S • General lighting at 10-20%, bar and accent at 75%.

• Non-uniform lighting, high contrast bright to dark areas.

• Opaque and translucent curtains may be open to display scenery or beautiful nights. Otherwise, translucent curtains are closed and opaque curtains may be closed.

A M B I A N C E L I G H T I N G

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A D D I T I O N A L O P P O R T U N I T I E S & S I M P L E , E F F E C T I V E S O L U T I O N S In addition to state of the art lighting systems, simple lighting solutions can be introduced to enhance the overall ambiance. Solutions include the following:

T A B L E T O P L A M P S Your Greatroom may have a number of lamps placed around the space as part of seating sections. These can have a dual purpose – reinforcing the atmosphere and providing task lighting. Adding controllable dimmers allows guests to adjust brightness for specific needs and adds a level of personalization to the space.

B A R L I G H T I N GAs the beacon of the Greatroom, the bar draws attention and influences customer flow. Use accent lights on the vertical surfaces for the most impact. For wood finishes, consider warmer colors; for brighter surfaces, cooler colors. Highlighting back bar merchandise is key and conveys a message of craftsmanship.

N A T U R A L L I G H TUse curtains, shades and sheers to control glare and views. Ideally, a dual-shade curtain and sheers system should be programmed in sync with the electrical lighting system.

P R O G R A M M A B L E C O N T R O L S Certified Greatrooms are required to have programmable lighting systems set by daypart, saving continuous manual adjustments and energy consumption. Without these systems you must adjust manually to simulate the daypart lighting program.

A C C E N T L I G H T I N GAccent lighting enhances the sense of drama in a space by providing higher contrast levels of bright to dark. Use it to highlight architectural elements and textures in the space.

A M B I A N C E L I G H T I N G

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F E A T U R E B A R L I G H T I N GThe bar should be a clear center of attention, as it has a significant impact on customer flow and retention. The perception of the bar can be enhanced with vertical washes of light while accenting the merchandise shelves and bottles on display. Additional drama can be achieved by accenting other unique features such as back-lit panels, countertops or interesting architectural elements.

• Ensure light sources are glare-controlled and do not reflect on TV screens or bother customers’ eyes.

• Ancillary lighting methods like candles, votives or lanterns can further enhance the mood of the bar during the evening hours.

A M B I A N C E L I G H T I N G

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C A N D L E S | V O T I V E S | L A N T E R N S

Candles, votives and lanterns add little illumination to the space, but they significantly improve the ambiance of the Greatroom in the evening hours. Candles and votives send an inviting message to guests to enter and stay.

• Unscented, neutral-colored flame candles are preferred. • If flame candles are prohibited by local safety regulations, use authentic-looking

flameless candles.

A M B I A N C E L I G H T I N G

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M U S I C

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Music is more than entertaining. Music powerfully sets the mood of the Greatroom space. It has the ability to create an environment that can make guests feel relaxed or tense. Marriott Hotels has worked with approved vendors to develop different playlists that vary by daypart. The playlists are a mix of current genres and are in tune with the Discerning Master Blender target guest.

The new Marriott Hotels music concept is a dynamic combination of emerging new sounds and nostalgic elements - an evolving and energizing mix of modern and sophisticated. The playlists are fresh and fun and greatly enhance our new sound experience.

Visit MGS for more informationhttps://extranet.marriott.com/mgs/common/lodging-operations/guest-property-technology/music/mh-mu-

sic-programming.html

A M B I A N C E M U S I C

M G S M U S I C

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U S E A P P R O V E D M U S I C V E N D O R S

Americas Prescriptive Music (PCM) Technologies / Music Styling

AP | Europe | MEAMusic Styling / PlayNetwork

G R E A T R O O M - A P P R O P R I A T E P L A Y L I S T S

The playlists of the Brand-approved vendors are regularly reviewed by the Marriott Hotels Brand team. Playlists are designed by daypart to ensure appropriateness for time of day. Each property has the opportunity to tailor up to 20% of their playlist to enhance the guest experience of the local culture or region. Connect with your approved music vendor to do this property-specific fine tuning.

A M B I A N C E M U S I C

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T H E P L A Y L I S T | T I M E O F D A YMorning 6.30 am – 11.30 amMidday 11.30 am – 2.30 pmAfternoon 2.30 pm – 4.30 pmEvening 4.30 pm – 7.00 pmLate Night 7.00 pm – Close

Morning Midday Evening

It is important that music volume and tempo pick up as the day progresses, providing a buzz around the bar. Ideally, music volume controls are programmable and in sync with the light settings in the space.

A M B I A N C E M U S I C

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M E R C H A N D I S I N G

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M E R C H A N D I S I N G B Y D A Y P A R T

Throughout the day and evening, the Greatroom signals to guests that many offerings are available for enjoying in the Greatroom or on the go.

MORNING In the morning, the Greatroom is focused on coffee and other morning items, prepared for guests who need a grab-and-go or for those who want a more leisurely start to their day.

MIDDAY During midday, it is clear that food is available in the Greatroom, along with other snacks and beverages appropriate for business meetings or small groups.

EVENING During the evening, the bar is attractively displayed and the menus on the tables offer guests a variety of food and beverage options.

SHOWCASING THE OFFERINGS

• All signage and menu boards are professionally done and aligned with Marriott Hotels brand voice. For counter service, a menu board is in clear view of the guest, showcasing the offerings.

• Display style is consistent with the overall design of the Greatroom. For example, an urban, contemporary property may look to more retail-style display pieces; a more rustic environment may lean toward reclaimed materials.

A M B I A N C E M E R C H A N D I S I N G

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F O O D & B E V E R A G E M O R N I N G

• Coffee and tea offerings are clearly communicated to the guest through signage or other messaging.

• A coffee and tea condiment station is fully stocked and in a logical progression for the guest to prepare drinks.

• Consider setting the bar with napkins, silverware and mugs to attract guests. This is a great place for the single guest to enjoy breakfast and is often overlooked by the operator.

• All food is fully stocked and in market style. Items that are not obvious are clearly labeled.

• Food and beverage is reflective of the season and location.

• Items are displayed on attractive platters or plates and look fresh and appealing.

• Prices are competitive to encourage sales.

A M B I A N C E M E R C H A N D I S I N G

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B A C K B A R M O R N I N G • Back bar is clean, tidy and free of debris.

• Coffee and tea offering is clean and professional, with mugs clearly displayed and syrups (if available) and teas presented.

• Liquor bottles are obscured from guest view.

• All product labels should be guest-facing.

• Back-up breakfast items are kept on the back bar, if needed.

F R O N T B A R M O R N I N G • Front bar is set for guests with napkin, silverware, mug and menu (optional).

• Information on daily meetings is kept handy.

• Condiment station (if located on front bar) is well-organized and tidy.

T A B L E T O P M O R N I N G • A predetermined number of tables are set with napkins and silverware.

A M B I A N C E M E R C H A N D I S I N G

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A M B I A N C E M E R C H A N D I S I N G

F O O D & B E V E R A G E M I D D A Y

B A C K B A R M I D D A Y • Back bar is clean, tidy and free of debris.

• Coffee and tea offering is clean and professional, with mugs clearly displayed and syrups (if available) and teas presented.

• Liquor bottles are grouped by type and labels are guest-facing.

• All coolers are fully stocked with bottles front facing.

• Wines are organized and attractively displayed

• Glasses are fully stocked and grouped by type

F R O N T B A R M I D D A Y • Front bar is set for guests with napkin, silverware, mug and menu (optional).

• Information on daily meetings is kept handy.

• Condiment station (if located on front bar) is well-organized and tidy.

T A B L E T O P M I D D A Y • A predetermined number of tables are set with napkins and silverware.

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F O O D & B E V E R A G E E V E N I N G

B A C K B A R E V E N I N G • Back bar is clean, tidy and free of debris.

• Liquor bottles are grouped by type and labels are guest-facing.

• Premium spirits are positioned in “sweet spots” in the center of the bar to attract guests' attention.

• All coolers are fully stocked with bottles front-facing.

• Pin or accent lights highlight bottles on back bar (if there is not an installed system this can be achieved through installing pin spots or using battery operated candles on shelves).

• Wines are organized and attractively displayed; white wine can be displayed in iced vessel.

• Glasses are fully stocked and grouped by type; glassware should not be the focus of the backbar.

• Consider placing bowls of fresh limes or lemons on the back bar to reinforce to the guest that fresh juice is used.

A M B I A N C E M E R C H A N D I S I N G

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F R O N T B A R E V E N I N G • Professional mixology tools (Boston Shaker, Hawthorne strainer, bar spoon,

jiggers, muddler) are clearly displayed on the front bar. Professional mixing glass is front and center.

• Fresh fruit garnishes, fresh herbs (if applicable) and other garnishes (olives, cherries, pickled onions, etc.) are attractively displayed, not in plastic bar trays.

• Bitters bottles and other condiments are attractively displayed on front bar.

• Menus are placed at every third seat.

• Accent candles are placed on the bar (if applicable).

• Napkin and coaster holders are full and reflect MH brand voice or concept.

T A B L E T O P E V E N I N G • All tables have menus placed on them.

• Accent lights are positioned on tables in the Greatroom based on lighting configuration.

• All drinks are served with a coaster or napkin.

A M B I A N C E M E R C H A N D I S I N G

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S T A G I N G A N D A R T I F A C T S

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Styling your Greatroom can be one of the more challenging aspects of Activation. Refer to the Mariott Modern style guide for help with achieving this brand specific look and feel. Consider using professional stylists who can help you transform your space into the Marriott Modern style.

For more guidance on style and design, visit the MGS at the following link:http://www.marriotthotelsdesign.com/login?redir=/

A M B I A N C E S T A G I N G & A R T I F A C T S

S T Y L E & D E S I G N

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A R E S I D E N T I A L T O U C H Provide a varied mixture of compositions using items that enhance customers’ activities, as well as items that enhance the mood of the space.Do not place accessories on every surface. Do not over decorate.

• Avoid setting up every table for dining. Suggest a variety of activities to Greatroom guests by blending tabletop accessories and offerings that invite socializing, relaxing, drinking and working.

• Use table settings and accessories to help change the mood at different times of the day and night.

• Take a holistic view in selecting accessories to ensure that the entire Greatroom looks coordinated and cohesive.

• Provide comfortable lounge seating for guests to meet friends and start the morning or relax in the afternoon.

• Introduce pillows in subdued colors and textures to soften the seating areas and create a residential feel.

A M B I A N C E S T A G I N G & A R T I F A C T S

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T E C H N O L O G Y

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Technology is an integral part of the core guest experiences, allowing full activationof the public spaces and inspiring our guest to stay longer. Tech-enabled guests expect to be fully connected and powered up, easily transitioning between business and personal activities. The mobile and collaborative nature of the Discerning Master Blender demands that hotel technology meet their needs.

Access to power, WiFi and other technology resources should be easy to find in our Greatrooms. All staff should be sufficiently trained and knowledgeable to answer questions and to help guests use WiFi, power and printing.

This section focuses on the top technology needs that enable high performance for the target customer:

• WiFi Capabilities• Power• Wireless Printing• Workspace on Demand

T E C H N O L O G Y

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W i F i C A P A B I L I T I E SFree wireless Internet is a Marriott Hotels brand standard and a certification criteria for all Greatrooms. Properties must follow the corporate standard for bandwidth and connection speed.

• Ensure WiFi is accessible to customers with ease through any mobile device. The network must be able to handle a high volume of connectivity during peak times.

• Associates must be capable of answering questions and assisting customers with accessing WiFi and the Internet, including basic troubleshooting.

Follow the Property Internet Brand Standard (MGS)https://extranet.marriott.com/marriottstandards/openMultipleDetail.aspx?id=3635

T E C H N O L O G Y W I F I C A P A B I L I T I E S

B R A N D S T A N D A R D

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P O W E RPower sources and the ability to charge mobile devices are critical components of any Greatroom.

• 50% of the available seating groups must have access to power. This can be achieved with wall power outlets, USB charging ports and portable charging units.

• Portable charging units must be kept fully charged, and stored in secure but easily accessible locations for hosts to offer to customers in response to guest requests or by picking up on guest cues.

• Communal and library tables in the bar require power at every fourth seat.

• Identify the placement of power sources so it is seamless for a guest to connect. Power sources should not be hidden.

• In major metropolitan markets, international plug options, converters and power cords should be made available.

• Ensure compliance with local codes related to low voltage wiring and power supply.

T E C H N O L O G Y P O W E R

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W I R E L E S S P R I N T I N GMultiple printing solutions should be offered within the Greatroom space to maximize convenience for guests, who may need to print boarding passes or other travel-related materials.

• Printers should be located in an area of the Greatroom visible to guests.

• Associates should be instructed on how to explain to guests how to connect mobile devices and print documents wirelessly.

• Work with your IT partner to create simple instructions for guests and hosts to reference.

T E C H N O L O G Y W I R E L E S S P R I N T I N G

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W O R K S P A C E O N D E M A N DThe way people work is changing. This workforce requires space to work and meet on short notice, creating a growing market for trusted spaces where a mobile workforce can be productive. Workspace on Demand (WSOD) meets that need by allowing workers to search for and book space on demand via the LiquidSpace mobile app and www.workspaceondemand.marriott.com

This offering targets underutilized lobby spaces, private dining rooms, businesscenters and other small meeting spaces that can be offered as paid and free space to beused by customers.

Consider identifying space within your Greatroom that may fit this model. If WSOD is a good fit for your property, contact workspace@marriott.com

Follow this link for more information:https://extranet.marriott.com/mgs/common/lodging-operations/event-management/programs/work-

space-on-demand/sign-up-to-participate.html

W O R K S P A C E O N D E M A N D

T E C H N O L O G Y W O R K S P A C E O N D E M A N D

T H O U G H T F U L H O S T I N G

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Great service through great hosting is critical to delivering a positive guest experience, which is key to maximizing revenue - the guest will want to stay longer and return more often.

S E R V I C E S T A N D A R D SThese standards govern the basic service procedures followed in the Greatroom. The service interaction must also incorporate the elements of the Art of Hosting that require associates to adapt service based on guest cues.

1. All guests are acknowledged within 60 seconds2. Place settings are correct (based on daypart)3. Orders are taken using the pivot point (or equivalent)4. Beverages are always delivered and served from a tray5. Beverage refills are suggested when glasses are down to 1/3 full6. Tables are constantly monitored and cleared7. Greatroom hosts are accurate, polite and enthusiastic, and look for ways to

anticipate guests’ needs and proactively resolve issues based on cues8. Checks are presented to guests upon request

* In the event these guidelines/MIPs/Best Practices contradict the requirements of a collective bargaining agreement, the Brand Standards/MIPs Best Practices must be disregarded and the hotel will follow its collective bargaining agreement.

T H O U G H T F U L H O S T I N G

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M O R E T I M E = L E S S M O N E YDelay in approaching and serving the guest can significantly impact purchasing decisions.

S C E N A R I OA group of businessmen enter the Greatroom. Their meeting has just finished, they are happy, ready to relax, sit down and enjoy time together. They wait... The group is joking, chatting and relaxed, looks like it could be long night. They wait.. Some of the group starts looking around for a server, others start checking emails. They wait... Some of the group breaks away and starts making phone calls, others leave. They wait... A server finally approaches the table. The moment is lost, they order – a couple of beers, sodas, water, no food. They drink and leave. As the server found out – TIME = MONEY.

Staffing levels must ensure that basic service standards can be consistently met.

• 10+ minute wait for service• Minimum revenue potential

• 3-10 minute wait for service• Average revenue potential

• 1-3 minute wait for service• Maximum revenue potential

1 - 3 M I N U T E S 3 - 1 0 M I N U T E S 1 0 + M I N U T E S

T H O U G H T F U L H O S T I N G

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The Art of Hosting is a service framework that helps hosts meet the needs of the next generation of Marriott Hotels guests - the Discerning Master Blender. This framework elevates service and helps hosts think more flexibly about the way that they connect with the guests and their needs. In doing so, this program activates and exemplifies the values of the Marriott Hotels brand, namely to be thoughtful, dynamic and polished. In simple terms, the Art of Hosting relies on three basic moves that govern all guest interactions:

1. Create personal connections2. Respond to guest cues3. Make it brilliant

Refer also to information on the “Art of Hosting Cards” and the Art of Hosting training on Marriott Global Source (MGS)https://extranet.marriott.com/mgs/common/lodging-operations/guest-service-programs/the-art-of-hosting

To see examples of how other Marriott Hotels are using Greatrooms, go to http://www.frameitred.com, then select Filters --> Topics --> Greatrooms.

T H O U G H T F U L H O S T I N G A R T O F H O S T I N G

A R T O F H O S T I N G

F R A M E I T

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H O W I T H A P P E N S

• Thoughtful

• Show interest

• People serving people

Face to face. By body language, expressions, by personalizing each interaction.

In absentia. This may not be face-to-face contact, but the guest still feels that they are being taken care of. This could be a thoughtful message left in the room, special preparations for an arrival or a reserved area in a corner of the Greatroom.

Virtually. Sending a personal welcome message to the guest, letting them know of activities within the hotel.

T H O U G H T F U L H O S T I N G C R E A T E P E R S O N A L C O N N E C T I O N S

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In the Greatroom, each minute requires the host to think and act differently. The modern traveler wants a mix of business and leisure, high tech and high touch, comfort and style. Understanding how each guest, each culture and each moment is unique is the secret to being a brilliant host. There is a basic level of service that is expected in all Greatrooms. In addition to this, Greatroom service focuses on finding out what matters most to each guest, anticipating needs and committing to personally and generously making the big and small things happen right.

1 . H O W T O R E A D C U E S / D E T E R M I N E T H E S I T U A T I O N

2 . W H A T I S T H E G U E S T A S K I N G F O R ?

3 . W H A T C A N Y O U D O T O A N T I C I P A T E A N E E D ?

4 . W H A T C A N Y O U D O T O E N H A N C E A N E X P E R I E N C E ?

T H O U G H T F U L H O S T I N G R E S P O N D T O G U E S T C U E S

• Who is the guest?• What is their mood?• Where is the guest?• What is the guest doing?

• Food• Beverage• Technology

• What are the surroundings?• What is the weather like?• What is the time of day?

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T H O U G H T F U L H O S T I N G M A K E I T B R I L L I A N T F O R E A C H G U E S T

Following the Art of Hosting service framework, the hosts create personal connections and respond to guest cues. Greatroom hosts then go above and beyond for each guest - they make it brilliant. This extra effort exemplifies the thoughtful, dynamic and polished nature of the Greatroom host, giving our guests the experience they desire and deserve.

The examples on the left are some ways to ‘Make It Brilliant’ in the Greatroom. When offered in response to a guest’s cue, these thoughtful touches may over-deliver on a guest’s expectations.Guest is holding

a purse or has placed the

purse on the floor. Offer a purse hook.

Guest has trouble reading at low lighting levels. Offer portable

or battery operated reading lights.

Guest has trouble reading the menu. Offer a pair of reading

glasses.

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M A K E I T B R I L L I A N TA P A R T O F S T A N D A R D S E R V I C EAs hosts become more accustomed to reading guest cues, patterns may emerge of actions taken that respond to recurring situations. These can then be incorporated into standard service. In this way, service evolves by responding to changes in guest requirements. This empowers the Greatroom hosts to "Make it Brilliant!"

Hosts report that guests are not able to access the power sources

in the Greatroom.

Hotel purchases mobile charging stations to supplement built in

power supply.

Hosts report that guests are consistently requesting

directions to the local theatre.

Hotel designs and prints directions and stores them

behind the bar.

Hosts report that guests waiting for rooms want to store bags but

there is not enough storage.

Hotel brainstorms additional storage locations.

Hosts report popularity of sharable items on the menu.

Hotel extends the sharable items on the menu during

menu revisions.

Hosts notice an increase in small meetings taking place in

the Greatroom.

Hotel identifies underutilized space(s) in Greatroom to be used

as Workspace(s) on Demand.

T H O U G H T F U L H O S T I N G A R T O F H O S T I N G

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T H O U G H T F U L H O S T I N G A R T O F H O S T I N G

T H R E E M O V E S5 pm - small group of 20s/30s friends or colleaguesCREATE PERSONAL CONNECTIONSYou learn what the guest wants:• Place to sit conducive to socializing• Something to eat/drink • Alcoholic beverages (cocktails, beer and wine), snacks to share• Friendly, discreet service

RESPOND TO GUEST CUESYou anticipate and deliver what the guests need:• Recommendations for afternoon/ evening• Reservations• Directions/transportation

MAKE IT BRILLIANT• For example, have the bartender show them how to create a specialty cocktail, engaging them in the beverage experience

T H R E E M O V E S1 pm - international traveler waiting for their room

CREATE PERSONAL CONNECTIONSYou learn what the guest wants:• Place to sit and room for luggage• Something to eat/drink quickly• Power outlet to recharge• Friendly attentive service

RESPOND TO GUEST CUESYou anticipate and deliver what the guest needs:• Reading material while they wait• Recommendations for dinner• Check on room status• Directions/transportation

MAKE IT BRILLIANT• For example, as part of making the room ready, ensure that a special amenity is included in the room (fruit plate, chocolates, etc) with a personal note wel coming them to your country and your city

T H R E E M O V E S11:30 am - couple arriving - weekend bags

CREATE PERSONAL CONNECTIONSYou learn what the guest wants:• Early check-in• Guestroom with a nice view• Something to eat/drink• Friendly service

RESPOND TO GUEST CUESYou anticipate and deliver what the guests need• Offer romantic restaurant options/reservations• Provide info on local area events, concerts, shows

MAKE IT BRILLIANT• For example, deliver turndown/romantic amenity in evening

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F O O D & B E V E R A G EThese are small, unexpected, complimentary items that are given to delight the guest. These items should vary throughout the day according to what the guest orders. These items are property sourced and developed. Consider offering at least one during the Morning and one during the Midday and Evening.

Acts of Generosity in the pre-dinner, beginning of the Evening are particularly important. A small snack with a pre-dinner drink may encourage the guest to stay longer, possibly extending into dinner.

EVENINGWarm nuts as part of

beverage service.

MORNINGSmall, wrapped cookie offered as part of the hot beverage service.

EVENINGSavory cheese straws

served with wine.

EVENINGHouse marinated olives served with gin/vodka based cocktails.

MIDDAYFlavored water.

T H O U G H T F U L H O S T I N G A C T S O F G E N E R O S I T y

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F O O D A N D B E V E R A G E

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Food and beverage is a key part of creating a positive and memorable Greatroom experience. Enjoying satisfying, creative and healthy food and drink offerings are important to the status-driven Discerning Master Blender. Our guests define what “healthy” means, so it could be locally sourced, organic, farm-to-table or another nontraditional definition of healthy.

V A L U E P R O P O S I T I O NGather the hotel team together. Consider what makes YOUR Greatroom experience distinctive.

C O N S I D E R : • What is it about your hotel Greatroom experience that encourages

repeat business?

• Why should a guest spend time and money in your Greatroom?

• Develop and document a plan to drive revenue and enhance the guest experience through food, beverage and service.

• Review menu pricing. Avoid “nickel and diming” guests.

• Price the menu based on the local market as opposed to pricing like a hotel.

• Ensure menu items are priced to sell, drive volume and increase average check with incremental sales.

RESTAURANT PLAYBOOK:https://extranet.marriott.com/mgs/common/lodging-operations/food-and-beverage/restaurants/the-restaurant-playbook.html

P L A Y B O O K

F O O D A N D B E V E R A G E V A L U E P R O P O S I T I O N

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5 | 1 0 | 2 0 M E N UFood is critical to the Greatroom and should be prepared with skill and style. The menu must have clearly identifiable sections that incorporate the “5|10|20” philosophy allowing guests to tailor food choices to suit their mood or situation. The terms 5, 10 or 20 are not required on the menu, but should be used to guide menu development.

5 | S N A C K S F O R Q U I C K S E R V I C E A menu item that may or may not require a culinary associate to cook or finish the order. Ideally, these items can be delivered to the guest within five minutes of ordering.

Examples of alternative menu headings: • Snacks / BarBites • Nosh • Quick Bites • To Begin

1 0 | I T E M S T O S H A R EMenu items designed for sharing. They are comforting, recognizable bar-friendly foods that complement the drinks being ordered. They should incorporate local and seasonal products. Ideally, these items can be delivered to the guest within ten minutes of ordering.

Examples of alternative menu headings: • Sharable • Sharing • To Share • Social Sharing • Small Plates • Bites

F O O D A N D B E V E R A G E 5 |1 0 | 2 0 M E N U

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2 0 | E N T R E E S / K N I F E & F O R K Menu items designed to be more substantial, such as a burger, salad, or similar casual entree. They are individual diner-driven, but can have the flexibility to be shared. Ideally, these items can be delivered to the guest within twenty minutes of ordering.

Examples of alternative menu headings: • Savor • Big Plates

D E S S E R T SDessert selections should complement the menu, with a minimum of two desserts designed for individuals or sharing.

Examples of alternative menu headings: • Sweet Bites • Sweets • Dessert

BRAND STANDARDhttps://extranet.marriott.com/marriottstandards/openMultipleDetail.aspx?id=3687

RECIPE DATA BASEhttps://extranet.marriott.com/mgs/common/lodging-operations/food-and-beverage/culinary/global-recipe-database/default.html

B R A N D S T A N D A R D

R E C I P E D A T A B A S E

F O O D A N D B E V E R A G E 5 |1 0 | 2 0 M E N U

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B E V E R A G E P O R T F O L I OHotels must follow guidelines relating to core and optional beverage products issued as part of the annual Gold Standard Program updates (optional for franchise properties). Properties should follow continent-specific guidelines and requirements.

B E V E R A G E • Follow the BarArts program, including fresh juice for all cocktails,

measured pours and recipes, wine preservation and product knowledge.

• Show some style. Shake cocktails with vigor and confidence.

• Pour cocktails and wine with finesse. Mix cocktails on top of the bar in stylish mixing glasses.

• Use bar tools properly (e.g., mixing spoons, Hawthorne strainers, julep strainers).

• Consider the back bar a selling tool. Design it so that premium products are showcased to attract guests’ attention in the same way a retail designer would merchandise shelves.

• Be knowledgeable. Have stories that can be shared with guests about different products or favorite cocktails.

F O O D A N D B E V E R A G E B E V E R A G E P O R T F O L I O

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B E V E R A G E M E N U D E V E L O P M E N T • Create a well-balanced, interesting beverage menu with documented recipes.

• Less is more. Cocktail menu should have no more than 10-12 cocktails.

• More than 20 beers or wines by the glass is too many, unless they are specific to the concept.

• Incorporate local craft beer, local wines and micro-distilleries into the beverage offering. These add local interest and should be embraced and promoted. Conduct regular taste panels to build product knowledge.

BARARTS, BEV PROGRAMhttps://extranet.marriott.com/mgs/common/lodging-operations/food-and-beverage/beverage/bever-age-training/bar-arts/default.html

GLOBAL RECIPE DATABASEhttps://extranet.marriott.com/mgs/common/lodging-operations/food-and-beverage/culinary/global-reci-pe-database/default.html

GREATROOM STANDARDhttps://extranet.marriott.com/marriottstandards/openMultipleDetail.aspx?id=3687

G R E A T R O O M

R E C I P E D A T A B A S E

B A R A R T S / B E V

F O O D A N D B E V E R A G E B E V E R A G E P O R T F O L I O

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L O C A L I N F L U E N C EThe MH target guest is interested in and curious about regional and seasonal food and beverages.

• Regional products should be showcased when and where appropriate.

• “Food and Beverage with a story,” gives hosts something to talk about and upsell.

• Consider organizing visits to local producers for hosts to get to know their stories and their products.

• Adjust menus seasonally.

• Include regional and seasonal items when appropriate.

K N O W Y O U R M E N U • Conduct daily taste panels to improve product knowledge, encourage upselling and motivate the team. • Remove menu items that are not selling. Don’t hesitate – the food and labor

cost to prepare items that do not sell may exceed the cost of printing new menus.

F O O D A N D B E V E R A G E A D D I T I O N A L C O N S I D E R A T I O N S

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S T Y L E

At Marriott Hotels, it is often said, “Success is never final.” This mantra should be brought to the forefront of the Greatroom experience. Whether it’s menu design and language, plate presentations or cocktail shaking, it is critical that the bar and culinary teams are perceived as skilled professionals.

• Good is not good enough. Push to the next level. Create pride in the Greatroom, the product, host showmanship and service.

• Hosts must present themselves with skilled professionalism and grace.

• Plate presentations showcase the creativity of the food, enhancing the culinary experience

• Drinks are poured with finesse and style, the serving presentation is part of the guests’ experience.

• All items – from menus, uniforms and glassware to the overall Greatroom environment – must be free of any imperfections.

• Menus must be clean and pristine – no tears, rips or stains.

• Uniforms must fit well and be clean and crisp.

• Plates, glassware, etc. must be free of any chips, dents or scratches.

• The Greatroom must be clean, organized and free of any visible wear and tear with all things in working order.

F O O D A N D B E V E R A G E S T y L E A N D S U B S T A N C E

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S U B S T A N C EHigh quality ingredients and food delivers substance along with the style. We suggest a careful analysis of menu performance is done regularly to ensure maximum profitability.

• Deliver value through high quality food at competitive prices.

• Serve well-made, tasty cocktails.

• Ensure that menu content follows regional and brand specific guidelines.

• Run sales reports monthly to review sales mix and identify any potential opportunities.

• Conduct menu engineering analysis at least quarterly to assess the relative strength/weakness of menu items.

• Utilize menu reports to monitor sales by time of day to determine potential opportunities and drive revenue.

F O O D A N D B E V E R A G E S T y L E A N D S U B S T A N C E

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P R O P E R T Y P R O M O T I O N S | E V E N T S | A C T I V A T I O NSharing expertise through wine tastings, craft beer tastings or seasonal food pairings is a great way to engage guests and impart knowledge.

• Happy hours or other targeted promotions fill soft areas and low times, and drive traffic to the Greatroom.

• Special events such as sports games with food and beverage promotions can attract guests.

• Create a weekly event such as Wednesday Wine Tasting to build a local following.

• Create food and beverage pairings that support the hotel-specific value proposition (for example - regional summer ale paired with mini lobster rolls).

F O O D A N D B E V E R A G E P R O P E R T y P R O M O T I O N S

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S I G N A G E A N D M E S S A G I N G

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M A R K E T I N GUtilize the tools and resources in the Restaurant Playbook and Target Guests on MGS to understand the Discerning Master Blender, the value proposition and competitive environment, and create a plan to drive awareness and build revenue.

When creating the plan:

• Ensure that it appeals to the Discerning Master Blender.

• Price the menu to appeal to the target audience.

• Partner with the marketing team to brainstorm ideas for building awareness and driving revenue.

• Ensure that for internal marketing purposes, all departments in the hotel understand the Greatroom concept, what it offers and how to explain it to internal and external hotel guests.

http://extranet.marriott.com/mgs/common/lodging-operations/food-and-beverage/restaurants/the-restaurant-playbook.html

https://extranet.marriott.com/mgs/common/brands/marriott-hotels-resorts/brand-fundamentals.htm-l#targetguests

T A R G E T G U E S T S

S I G N A G E A N D M E S S A G I N G M A R K E T I N G

P L A Y B O O K

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Everything communicates. All aspects of the experience send cues to the guest about what the Greatroom is and how it should be utilized.Ambiance communicates and is a key driver of the Greatroom message (refer to Ambiance section).To get the word out about the Greatroom, consider the message and the vehicles for delivering the message.

S E T T I N G T H E S T A G E • Are menus placed on all tables making it easy for guests to order?

• Are the menus professionally produced and in pristine condition?

• Is the music and lighting set appropriately for the time of day?

• Is the bar merchandised to draw attention to premium product and set up to showcase the bartender's skill?

S I G N A G E A N D M E S S A G I N G

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M E N U M E S S A G I N GThe menu is the principal sales tool. It is handed to every guest and causes the guest to form an immediate impression of the Greatroom and its offerings. It should be presented so that the look, feel and layout effectively communicate the Greatroom experience.There are many considerations when designing a successful menu that can positively promote the outlet:

• Consider how the guest will use the menu and how it should be structured. The menu must be designed to lead the guests and to focus on signatures and high margin items.

• Be concise. It is not necessary to list every single spirit, beer and wine available in the hotel.

• Use clear and articulate language that aligns with brand voice. Refer to MGS for more information on brand voice.

• Ensure that font size is no smaller than 12pt; if a guest cannot read the menu in low light it may lead to lost sales.

• Verify that there are no spelling errors or difficult to understand terminology.

• Ensure that all menus are pristine with no tears, smudges, wrinkles or stains; check every menu, every time.

• If possible, utilize technology platforms like tablets, LCD screens, etc. for menu delivery and communication.

S I G N A G E A N D M E S S A G I N G M E N U M E S S A G I N G

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S I G N A G EThe essential function of signage is to inform the guest what is being offered and when it is available. Clearly communicate about the Greatroom Lobby to promote and drive traffic. On property messaging should effectively advertise the Greatroom concept.

• Review the current signage – ensure that it clearly communicates the Greatroom along with its Morning, Midday or Evening offerings.

• Create professional wayfinding signs to direct guests to the Greatroom Lobby for morning coffee, afternoon meetings or pre-dinner cocktails.

• Utilize elevator signage.

• Ensure that all signage is professionally designed and produced.

• Poorly designed signage sends a negative message to the guest, causing them to question the level of quality and standard of service they may receive.

Follow Marriott Hotels Brand Voice guidelines:https://extranet.marriott.com/mgs/common/brands/marriott-hotels-resorts/marketing-pr.html#voice

S I G N A G E A N D M E S S A G I N G S I G N A G E

B R A N D V O I C E

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D I G I T A L M E D I AInternal signage is an important component in attracting both in-hotel and local guests. Technology can be used to reach the guest and promote the Greatroom.

• In-hotel television channel

• LCD screens and tablets for messaging and signage needs

• Digital reader boards

• Live feed from the kitchen playing in the lobby or Greatroom or on the in-room TV channel

• Hotel website, Marriott.com capabilities, maximized through e-commerce

http://extranet.marriott.com/mgs/common/lodging-operations/food-and-beverage/restaurants/the-restaurant-playbook.html

W I R E L E S S P R I N T I N GI N T H E L O B B Y

E - C O M M E R C E M O D U L E

S I G N A G E A N D M E S S A G I N G S I G N A G E

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G R A P H I C A P P L I C A T I O N SAll printed materials in the Greatroom should follow the correct Marriott Hotels Brand Voice and be used to strengthen the brand identity.

• Utilize the Marriott Hotels Brand Voice to apply a strong point of view to the Greatroom collateral.

• Avoid, whenever possible, resorting to generic packaging that creates no brand equity.

• Look for ways to maximize opportunities to set a tone that reinforces the brand positioning.

• A Greatroom with a branded identity may follow their own consistent graphic identity.

Follow Marriott Hotels Brand Voice guidelines:https://extranet.marriott.com/mgs/common/brands/marriott-hotels-resorts/marketing-pr.html#voice

S I G N A G E A N D M E S S A G I N G G R A P H I C S

B R A N D V O I C E

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C H E C K L I S T S

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M O R N I N G

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P R E - O P E N I N G

M O R N I N G

• AM menus and signage is readily available and visible to guests

• Music is appropriate

• TV is on national or international news channel

• Curtains are open to let in natural light

• Coffee and tea station is ready:

• Coffee is ready

• Condiments are fully stocked

• Take away packaging is available

• Fresh food product is displayed market-style

• Back bar is appropriately merchandised for breakfast

• Settings are placed on bar top and specified breakfast tables (optional)

• Menus are at designated place settings

• Wireless printer is on

• Remote chargers, if available, are accessible and fully charged

• Newspapers are available and thoughtfully placed throughout the space

• BQT daily sheet is readily available in hard copy or on a tablet (optional)

• Tablet (optional) is on and ready with the latest information

• Complimentary water is available (optional)

D U R I N G S E R V I C E

• Hosts are servicing the coffee counter and guests in the Greatroom

• Staffing is adequate to ensure great guest experience

• Hosts are taking care of guests sitting at the bar, servicing tables, greeting

guests, and keeping area neat and tidy

• Hosts are on the floor greeting guests and taking orders

• Hosts offer guests assistance with meeting room location, technology needs,

transportation information, and small meetings

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L U N C H . A F T E R N O O N .

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O P E R A T I O N S

• Hosts are taking care of guests sitting at the bar

• Hosts are servicing tables, greeting guests, and keeping area neat and tidy

• Hosts are offering guests assistance with meeting room location, technology

needs, transportation information, local information, and small meetings

D U R I N G S E R V I C E

• Hosts are servicing the coffee counter and guests in the Greatroom

• Staffing is adequate to ensure great guest experience

• Guests are offered assistance with meeting room location, technology needs,

transportation information, and small meetings

P R E - O P E N I N G

M I D D A Y

• Music is changed to day playlist

• Lighting levels are set for midday

• TV is on national or international news channel

• Coffee is available on request

• Back bar is transitioned to active

• Menus are on all tables and bar top

• Wireless printer is on

• Remote chargers are fully charged and accessible

• Newspapers are available and thoughtfully placed throughout the space

• Complimentary water is available (optional)

• Thoughful accessories (i.e. coffee table books) are placed at designated locations

• BQT daily sheet is readily available in hard copy or on tablet (optional)

• Tablet (optional) is on and ready with the latest information

• Fresh juice is prepared and garnishes cut for evening shift

• Bar is stocked and ready for business

• Bar tools and fresh garnishes are displayed on bar top

• Glassware is fully stocked

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O P E R A T I O N S

• Area is clean and tidy

• Back bar is clean and organized:

• Bottles arranged by spirit

• All labels facing guest

• All drinks are measured and made by recipe

• All guests are acknowledged upon their arrival as per standard

• Food and beverage orders taken efficiently and delivered in a timely manner

• All cocktails are prepared on the front bar in front of guest

B A S I C S

• Hosts are taking care of guests sitting at the bar, servicing tables, greeting

guests, and keeping area neat and tidy

• Hosts are on the floor greeting guests and taking orders

• Hosts offer guests assistance with meeting room location, technology needs,

transportation information, and small meetings

P R E - O P E N I N G

E V E N I N G

• Music is changed to PM playlist and volume is increased

• TV is on national or international news channel or sports channel

• Curtains are open

• Lighting is turned down to the evening setting

• Candles are placed and lit in designated areas

• Coffee is available on request

• Back bar is transitioned to active

• Menus are on all tables and on bar top

• Wireless printer is on

• Remote chargers are fully charged and accessible (optional)

• Newspapers are removed

• Thoughtful accessories (e.g. coffee table books) are placed at designated locations

• BQT daily sheet is readily available in hard copy or on tablet device (optional)

• Tablet device (optional) is on and ready with the latest information

• Complimentary water is available (optional)

• Bar is stocked and ready for business

• Fresh juice is made daily for cocktails

• Bar tools and fresh garnishes are displayed on bar top

• Glassware is fully stocked

D U R I N G S E R V I C E

• Hosts are servicing the coffee counter and guests in the Greatroom

• Staffing is adequate to ensure great guest experience

• Guests are offered assistance with meeting room location, technology needs,

transportation information, and small meetings

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A C T I V A T I O N

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A C T I V A T I O N C H E C K L I S T

A C T I V A T I O NS T R A T E G Y

A M B I A N C E

T E C H N O L O G Y

T H O U G H T F U L

F O O D &B E V E R A G E

LOOKBOOK

COMMENTS

Familiarized with Activation Look Book

LIGHTING AM – natural light, bright and vibrant

PM – dimmed dramatically, bar highlighted with accents, candles on tables

MUSIC Approved vendor playlists, programmed by day part, embracing the mood

STAGING Residential touches (thoughtful details, coffee table books, regional touches)

MERCHANDISING Bar well organized, promoting sense of bar craftsmanship

Menus on tables

POWER Power provided to 50% of seating groups (wired / portable)

WiFi HSIA meets bandwidth requirements, easy access, free

PCs State of the art, no visible wires

PRINTING Wireless and boarding pass printing availability

Guests are acknowledged within 60 seconds

MH hosting strategy visible, hosts exhibiting engaging behaviors, applying cues

Menu follows the 5|10|20 philosophy

Regional, seasonal influence reflected in menu

All cocktails are made with fresh juice, using measured pours

A professional coffee solution is available in the morning

F&B is priced competitively to encourage re-orders

F&B is delivered in a timely manner

All collateral reflects current MH brand voice / outlet specific voiceS I G N A G E &M E S S A G I N G

H O S T I N G