Company: The Westin Tabor Center
Headquarters: Denver, Colorado
Industry: Hotel
Company Size: Midsize (annual revenues of $50 million to $250 million)

"Our support of the arts helps us meet our business plan. We gain media exposure, enjoy the prestige of partnering with arts organizations, and have developed a unique market niche to enable us to sell our product. Our target audience is the same target audience as arts audiences, and arts organizations are exciting to
work with."
                – J. Bruce Lange, Area Managing Director

Objectives
To attract weekend business which is traditionally inconsistent, to gain media attention and to enhance its community image.

Process

• The Westin Tabor Center partnered with the Denver Center for the Performing Arts (DCPA) to be the hotel sponsor of the DCPA’s production of Grand Hotel.
• As part of its sponsorship, the hotel provided the cast and crew with guestrooms, food and beverages in exchange for tickets to the performance. The hotel uses the tickets to develop theater packages for guests that include a Saturday night guestroom stay and reserved orchestra seat tickets to
  the performance.
• To encourage use of the hotel’s dining facilities before and after performances, the hotel sales staff entertains clients with opening-night receptions. Additionally, The Westin Tabor Center provides local theatergoers and hotel guests with parking and complimentary shuttle service from the hotel to
  the DCPA.

Results
Through its support of the arts, The Westin Tabor Center has enhanced its visibility in the Denver area, increased weekend business through sales of theater packages and has received numerous awards for its leadership in supporting the arts. In turn, the DCPA has realized increased attendance to performances and reduced operating costs.

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