Luxury and simplicity on the patio

By Marni Andrews

One of the biggest design trends of the last several years has been that of the home as sanctuary, a refuge from the stresses of the outside world. This has resulted in spa-like bathrooms, zen-like simplicity in decorating, and restful colours drawn largely from nature. The movement to luxurious simplicity has not escaped the hotelier. While luxury bedding has now moved from being an enhancement to almost an expectation, one of the last bastions of the hotel to experience this wave has been the patio.

“What people are able to purchase for their homes, they now expect from hotels,” explains Eric Marcon, director of operations for the Howard Johnson Hotel by the Falls in Niagara Falls, Ontario. “The trend is toward higherend designer furniture.”

A pool and patio area is a big draw for guests as it offers a mini vacation, says Marcon, especially since most people are not able to enjoy these luxuries at home.

Andrew Bockner and brother Richard are co-owners of Andrew Richard Designs, which offers a large range of patio and patio-related products for the lodging industry. He says that the lodging industry is finally starting to invest real dollars in outdoor spaces whereas the category was formerly more of an afterthought. Now hoteliers are hiring designers and landscape architects and are looking for higher-end furniture to create outdoor spaces that are as beautiful and functional as those indoors.

“I have definitely seen a huge increase in sales from the hospitality industry over the past five years. It’s not necessarily an increase in the quantity of furniture but an upgrade in the quality and style. They’re moving away from the cheap plastic chairs and into heavy, beautiful and well-designed deep-seating outdoor rooms,” he says.

Bockner is finding that people are interested in sectionals now because of their casual elegance and the larger scale of the furniture. He sees a trend towards “chic yet casual deep seating environments where guests can relax, gather and enjoy a casual setting much like they would in their own space.”

“We are making things deeper and wider, which provides more comfort and a place for people to really spread out. They love that!” he exclaims.

Furniture functionality

With patios becoming more sophisticated all the time, the preferred look for patios has shifted from an emotionless sea of white resin chairs to decks and patios that look more and more like someone’s high end, outdoor living room. Higher back chairs, overstuffed sofas and loungers and sectionals are all popular. The natural tones of honey, espresso and black seem to be universally appealing. As well, hoteliers are trying to attract not only hotel guests to their patio areas, but also local residents for occasional drinking and dining in the open air.

Hotels in a multiple star category cheapen their aesthetic by having white, all-plastic loungers at their pool areas, says Meyer Katz, managing director, marketing and sales for Jetco Manufacturing, which supplies the hospitality market with outdoor furniture. Katz says he’s had huge growth in outdoor furniture sales over the past five years.

“In 2007 a substantial portion of our total sales came from the supply of outdoor furniture projects, and we anticipate increased growth in excess of 40 per cent in response to the 2008 patio line.”

Katz notes that cast iron furniture with powder coat paint usually ends up rusting outdoors and it can “brand” a customer when the metal gets overheated. He says that Jetco’s aluminum frame outdoor seating finished in PVC wicker and rattan, polypropylene, textalyene, natural teak and all aluminum are extremely popular for their stackability, quality, weather resistance and budget-friendly price point.

“The biggest trends right now are with a product called flatwire,” says Gino Pacifico, sales manager with Gozmo Ent. Inc., which offers a wide range of patio furniture to the industry. He explains that flatwire is made of PVC webbing reinforced with wire, which makes a strong, durable and comfortable chair.

John Cudmore, president & COO of Rodd Hotels & Resorts based in Charlottetown, PE with 10 properties in the Atlantic provinces, says he will buy only Grosfillex furniture.

“We have tried others in the past without much success and one is tempted to consider the many products found in retail shops, however they just don’t hold up to the demands of a busy patio deck or resort experience. These days a chair failing is not only difficult on the client but the litigation if your client is injured can be very costly and have an impact on your reputation,” he says.

“Clients are looking for comfort. If you are in and out of a lounger on the beach for the day, it is nice to settle into a material product versus a harder plastic chair.”

“For chaise loungers, I always look to the cruise industry as a best practice; those folks purchase thousands [of items] and the product faces tough tests against the elements and for usage. Plus they are very conscious of changing styles and colours.”

“The public wants the colours and warm feel of inviting interior furnishings in their outdoor spaces,” says Andre Bourrie, senior vice-president, Grosfillex Inc., which designs and produces commercial grade resin furniture for the hospitality industry. “Outdoor furniture is very much a part of the ‘curb appeal’ of a hotel or resort. It can also be a sizeable investment to attract guests and provide them with that enjoyable and relaxing experience that gets them away from a stressful life.”

After years of fashionable wood designs, wicker and rattan furniture have become more prevalent, giving patios a great new look that is far different from the plain white resin furniture of years ago, says Bourrie. Grosfillex has created resin formulations that simulate the texture of wood, wicker and metal. The latest formulation, MPC, which replicates the look of wicker without the maintenance, was introduced only this year. He emphasized that all Grosfillex furniture can be power washed at a low setting at the same time that a deck is being cleaned.

“Take the time to present lifestyle to the guest. Comfort and elegance is always a great combination, and soothing, natural outdoor colours like browns, greens and blue help to set the tone,” suggests Bockner of Andrew Richard Designs. “Make it comfortable and inviting. Deep seating furniture, tranquil and relaxing colours, beautiful planters, plants and accessories— something that tells the story. That is what will keep people coming back!” he says.

The accoutrements

The best-selling patio planters at Duracraft Canada Inc. are the more classic designs since they accent a wider variety of architecture, though the newer, contemporary designs are being used more and more for buildings that want clean lines, according to Shirley McDermott, sales manager.

“The benefits of using Duracraft products on a patio or in any exterior environment is their ability to be left outdoors year round,” says McDermott. They are also lightweight for portability.

Frank Edmonstone, president of Grande Chef Co., which offers commercial outdoor barbecues to the lodging market, says that outdoor kitchens are “getting to be a popular thing.” He recommends that a commercial quality barbecue have at least 25,000 BTUs per 12 inches of top and be able to reach temperatures of more than 1200 degrees.

Infrared technology has made great inroads in the patio category for grills and heaters. TEC makes the only 100 per cent infrared grill in the world, according to spokesperson Christine Clifford. She says the units are popular since outdoor temperature has no effect on the grill. Also, because there is no hot air used for cooking, food retains more of its natural juices.

SunRayz is a new heater on the Canadian market that also uses infrared technology. The Canadian wholesale distributor for the product is Mul-TMat & Supply Co. President Marvin Vader says the heaters are virtually maintenance free and have no flame, no noise, no glare and are not affected by wind.

Poolside promotion

Savvy hoteliers with pools as well as patios are maximizing profit in this area by enhancing poolside amenities, upgrading the physical infrastructure, and developing innovative food and beverage promotions.

At the very high end, for example, properties such as The Ritz-Carlton in Miami Beach offer 11 VIP tented day beds poolside for $200 per day. For up to $850 per day for two guests, amenities such as Perrier-Jouet champagne, lunch by the pool, pedicures, manicures, massages and other frills are also included.

On weekends, a Tanning Butler patrols the pool area offering complimentary sprays of sun lotion or Evian. The Mojito Man walks the area with his cart of mojito cocktails priced at just over $20 each. As a way of upselling to the regular food and bev menu, a $14 martini flight is also offered, which includes mini versions of any three martinis from the menu served in a pool-friendly acrylic rack with test-tube style acrylic glasses.

Other patio accoutrements at the Ritz-Carlton include portable fire pits and outdoor couches that are popular evening gathering spots for cocktails.

At the Hard Rock Hotel and Casino in Las Vegas, a 4.7-acre beach club area features two pools with private cabanas available for $100 to $200 a day. The cabanas offer plasma television, a telephone, refrigerator, fresh fruit, and personal misters. The pools have piped underwater music and swim-up blackjack is offered.

Also in Las Vegas, the Rio All-Suite Hotel & Casino has a 60,000-square-foot pool area that doubles as an event space for parties of up to 2,000. Michele Polci, director of catering sales, Rio All-Suite Hotel & Casino, says that poolside party bookings account for about five per cent of the Rio’s total banquet and catering revenue.

“Having access to food and beverage services by the pool has also increased usage of the pool and patio areas,” agrees Daniel Scott Brady, general manager of The Howard Johnson Hotel & Suites in Victoria and Nanaimo, BC.

Brady is seeing an increase in traffic for the patio and pool areas at both of his properties. He notes that many customers are also requesting the addition of a waterslide to the pool and patio area. Brady feels there is a novelty element for pools with many children today, due to the greater popularity of video games and computers at home and less physical activity in general.

Capitalize on surroundings

To capitalize on its spectacular setting on the “American Riviera,” The Holiday Inn Santa Barbara-Goleta in Santa Barbara, California is building a 3,600-squarefoot outdoor patio that will connect with a newly remodelled ballroom and be surrounded by towering palms and the Santa Ynez Mountains.

According to Kelly Wells, director of sales, Holiday Inn Santa Barbara-Goleta, the $2 million renovation will help set the hotel apart in a very competitive business and leisure segment. She thinks the new patio will allow the hotel to book more outdoor events, open air receptions and parties in addition to providing a visually beautiful area for leisure and business guests.

At the Residence Inn by Marriott in Montreal, Katherine Gaik, director of sales and marketing, is well aware of the powerful draw of a pool in a beautiful setting. The property’s 24th floor outdoor rooftop terrace offers a hideaway with a terrific view of the city skyline and a large selection of lounge chairs, patio tables and umbrellas in a “backyard setting.” The hotel also recently converted its pool to a saltwater facility to offer an alternative to people sensitive to chlorine and as a green initiative.

“We believe that travellers have a certain perception and expectation of a hotel that offers a pool and terrace versus one that does not, even if they do not use the facilities,” says Gaik.

She notes that more and more guests are taking advantage of the terrace and pool areas whenever they can. She has also noticed guests “multi-tasking” by putting in a load of laundry at the facility adjacent to the terrace and then “sneaking away to enjoy the rays between loads.”

Angela Rafuse-Tahir, director, sales and marketing for The Fairmont Algonquin in St. Andrews by-the-Sea, NB, notes that guests are drawn to the hotel’s outdoor Garden Verandah for dining and lounging, afternoon tea or cocktails. A pool patio area is also available, furnished with plastic lounge chairs and comfortable cushions.

“The patios are always full. People are looking for a comfortable service area where they can relax in the outdoors,” says Rafuse-Tahir. “People work long hours and the time they have to relax is limited.

The Verandah offers an incredible opportunity to sit, relax and breathe in some fresh Atlantic Ocean air.”

Where there’s smoke

One of the biggest accidental boosts to hotel and resort patio traffic has been the plethora of anti-smoking bylaws that have come into effect all over North America over the last five years. One of the last places left for smokers is now the outdoor patio.

“The patio market is booming, especially due to smoking bans in bars and restaurants,” says Pacifico of Gozmo Ent. Inc. “These establishments still want to attract the smokers with open air patios so they spend the money to make sure guests are comfortable on the patio.”

Brady of Howard Johnson’s in Victoria and Nanaimo says that while smoking laws have driven smokers outside and onto patios, this may not always be appreciated by patio patrons who are not smokers.

Vern Hay, president of Fort Marketing Ltd., which represents Meadowcraft Commercial & Hospitality Furnishings, has also seen an increase in patio traffic because of smokers. He says that some patios are now being used year-round whereas previously they were not.

Hay, whose sales have grown by at least 100 per cent in each of the last four years, has seen much of that growth in wrought iron furniture pieces because “they look good longer, they’re easier to clean and if needed they can be refinished to last another 10 to 15 years.” Plus “the ultraviolet rays don’t affect the colour and they stand up longer than resin with no breakdown.”

One other source of smoke is much less expected. Cudmore of Rodd Hotels & Resorts reports that he has heard of properties losing patio chairs to impromptu bonfires set on the beach if they’re not carefully stowed away at night and in off season.