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Access is the New Currency
From:
Access is the New Currency
Last week, I was sitting with General Manager Ben Berdejo of the Doubletree Mazatlán, Mexico (yes, in-person and masked) and I was talking about solutions for their challenge that their domestic guests think of their location as a weekend destination. I suggested a series of midweek events, similar to what my friend, Janis Clapoff, GM of The Lake Austin Spa Resort did pre-Covid-19 by having authors and artists in residence with a multi-day series of events for guests. I explained that the key is access to the celebrity. That started me thinking about how celebrities are selling experiences and the reason people are willing to pay (handsomely, I might add) is access. And that thought led me to write this  ....

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