Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
REVITALIZING HISTORY
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TABLE OF CONTENTS
Autobiography 3
Philosophy 4
Resume 5
Statement of Professional Goals 6
Abstract 7
Site Analysis 8
Building Analysis 14
Primary Research 20
Interview: Twitter 21
Interview: CBRE 24
Case Study: St Regis, SF 27
Case Study: W Hotel, SF 30
Case Study: The Mosser 33
Case Study: Hotel Zetta 36
Case Study: Hotel Palomar 39
Secondary Research 42
User Profile 52
Inspiration 53
Design Concept 59
Program Statement 69
Program Details 70
Preliminary Bubble Diagrams 82
Preliminary Floorplans 83
Timeline 86
Portfolio 87
References 92
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AUTOBIOGRAPHY
Im the go-getter.
Im the one who asks too many questions. Im the one whos always busy. Im the one with the itinerary.
I am an artist and a businesswoman. And Im a grad student, intern, entrepreneur, food blogger, fitness
advocate, jewelry artist, world-traveler, best friend, girlfriend and family-kind-of-girl.
To date, my family has played a significant role in my lifes current direction. The story is: my parents own
and operate their own collection of enterprise hotels and residential estates along the West Coast. My
father specializes in the portfolio and management of assets, while my mother single-handedly executes on
the exterior and interior designs for all new and existing properties. My brother recently started his own
investment consulting company, where he hopes to expand the Jensen portfolio as well as new clientele
portfolios. The question for me has always been: how do I fit in and what will happen to the family
business once my parents are gone?
On one hand, I hold a business marketing undergraduate degree from Cal Poly San Luis Obispo and -
prior to pursuing my MFA degree at the Academy of Art I held a respectable, ascending career at one of
the largest marketing agencies in the world. On the other hand, my mom was tirelessly asking for my help
on her latest projects, the two Holiday Inn Express PIP renovations.
As mentioned above, Im a sucker for family. And in the end, I chose happiness. In seeking my dreams,
I confidently chose change. I chose the opportunity that allows me to tap into my passion to fulfill my
creative aspirations. I applied to the Academy of Art University to both set my design foundation as well as
advance my momentum towards becoming a leading entrepreneur in the design industry.
It is my ultimate goal to own my own interior design firm, where I do great work not only for the family
business, but for other businesses as well. I want to be a design thought-leader that fosters innovation
and drives business impact. As I prepare myself for this goal, Im carefully prioritizing and managing my
time. In my first year at the Academy of Art University, Ive already had two internships: one more focused
on innovative design and the other more focused on project management, codes, competitive bidding
and fiscal goals. Im proactively learning and laying out all the puzzle pieces so that I can maximize my
education and future successes as a business owner.
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PHILOSOPHY
Design Approach.
I believe in balancing good, innovative and functional design with smart,
educated, research-based decisions. My goal is always to create a great design that
will ultimately increase the value of the property, business or home over time.
Personality.
Fortunate to live the big city lifestyle from the most beautiful place on Earth, I
balance my professional life with the arts, outdoor activities, good wine, friends,
family and cat, India. I am a strong advocate of Carpe Diem as I believe theres
always more to learn, love and laugh about life.
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RESUME
FEATURED PROFESSIONAL EXPERIENCE
INTERN, Ramsey Purchasing. Summer 2013 - Present
- Develop and maintain Flame and Code Certificate and the Care and Maintenance notebooks for specific hotel
furnishings projects, as well as other projects related to hotel FFE procurement
- Help organize and update hotel specifications, competitive bidding and scheduling
- Maintain correspondence with various vendors and manufacturers to keep track of project progress
MARKETING STRATEGY COORDINATOR, Rosetta Marketing Agency. Summer 2010 - Spring 2012
- Developed and coordinated brand marketing programs, positioning and messaging for the agency
- Planned and managed mixed media campaigns to include display, print, email, search and social
- Expanded business development methodologies, lead nurturing and inbound marketing programs
FEATURED PROJECTS
2013 SAN FRANCISCO DECORATOR SHOWCASE HOUSE, TEEN BEDROOM. Spring 2013
- Worked with the design team to develop a final floor plan, design custom furniture, fabric, carpet, wall covering,
ceiling and lighting pieces as well as help manage all invoices, deliveries and installations
EDUCATION
- MFA: Interior Architecture and Design, Academy of Art University, San Francisco. (Expected to graduate in 2014)
- BS: Business Administration, Marketing Management - Cal Poly, San Luis Obispo. Class of 2010, Cum Laude
- London Study Abroad Exchange Program - Kingston University, London. 2008-2009
TECHNICAL SKILLS
Revit | Adobe Photoshop/Illustrator | Google Sketchup | Microsoft Office | Hand Sketching & Rendering
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PROFESSIONAL GOALS
In preparation for these short and long term goals, Ive chosen a hotel
project for my thesis. I believe a project of this caliber will familiarize me
with todays hotel standards, trends, requirements, guest and community
expectations and market opportunities - which are all critical lessons that
will contribute to my long-term aspirations.
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ABSTRACT
Through AAU coursework and internships over the past year, Ive really grown to enjoy commercial design.
I am drawn particularly to the hospitality industry, as my parents have been hotel-owners my entire life. Ive
chosen to design a modern, upscale lifestyle boutique hotel property in downtown San Francisco to use for
my thesis project, as I believe it will provide the sort of challenge, opportunity and flexibility for a strong,
meaningful and relevant design.
While working through my thesis project, my goal is to be realistic, innovative and very hands-on. I want
to make this a learn by doing experience, where I learn and make strategic decisions alongside realistic
stakeholders, vendors, city officials, community members and other key players.
Trying to imitate a real-world situation, I reached out to CBRE, a commercial real estate firm, to find a
site thats currently for sale and that can be converted into a hotel property. I plan to conduct case studies,
interviews, focused market research, sketching, materials research, space planning and other tactics learned
this past year. I believe that my past and future AAU coursework combined with hospitality-related
internships will help me deliver an effective, results-driven hotel design that will contribute to San Franciscos
business and leisure travel industry as well as enhance the face of San Franciscos lower Market Street
community area.
The hotel will be a first-class, full-service, 8 story boutique hotel with 82 rooms and a 5,160 sq ft rooftop
restaurant and bar lounge. Located in a growing business tech and shopping neighborhood near Union
Square, Moscone Convention Center, Yerba Buena Gardens and Civic Center, the project should
accommodate convention attendees, individual business travelers and leisure travelers. Facilities will include
a lobby bar lounge, grab-and-go restaurant, rooftop restaurant and lounge, fitness center, business center and
conference room.
Looking for a concept that would both pay tribute to the areas history as well as the citys effort to revitalize
and sustain San Franciscos unique artistic culture, my concept will balance San Franciscos old Theatre
Row with todays new Technology Row. What used to be the old Guild Theatre is now replaced with an
influx of tech companies, sharing spots with companies like Twitter, Yammer and Spotify. My goal is to subtly
symbolize a revitalization of the citys historic art culture with todays modern technology.
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SITE ANALYSIS
I look forward to working on this project because my site is in a location that will challenge me. Its not an
easy neighborhood, as history has proven it to be quite volatile. Its a place thats had a rough reputation
and fights a bit of an uphill battle. However, theres so much opportunity for revitalization, and I believe
my hotel project will contribute to the growth and progress of the area and help change the face of one of
San Franciscos most difficult neighborhoods.
My proposed hotel project is located in San Franciscos Mid-Market area. Today, the Mid-Market
neighborhood is quickly emerging with an influx of technology companies, which presents a large scale
of hotel revenue opportunity in the business travel market. Tech neighbors such as Twitter, Yammer,
Zendesk, Zoosk, One Kings Lane, CallScoket, Dolby, Benchmark Capital and most recently, Spotify
have followed Twitter into the area. The site is also centrally located, as its very close to the BART/
Muni station, Civic Center, Union Square, Moscone Convention Center, Yerba Buena Gardens and the
Financial District. Due to its close proximity to both Union Square as well as new technology companies,
there is an opportunity to create a mid-high end luxury hotel that can accommodate traveling business
executives as well as leisure travelers.
While the neighborhood is slowly rebranding itself as a new technology hub the area still has several
patches to clean up. The SF Gate writes, It wasnt always that way. Just a few years ago, Mid-Market was a
seedy urban desert plunked in the middle of the citys signature boulevard. Then-Mayor Gavin Newsom
and current Mayor Ed Lee worked to create tax breaks and incentives to bring in businesses to replace the
empty buildings, boarded-up storefronts and cheesy retail shops that contributed to the areas dangerous,
down-at-the-heels vibe.
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SITE ANALYSIS
Back in January 2010, the San Francisco Office of Economic and Workforce Development (OEWD)
launched the Central Market Partnership a public/private initiative to renew and coordinate efforts
to revitalize Mid-Market and the larger Central Market neighborhood. There are still some gritty
parts of the Mid-Market neighborhood; however, the past three months have seen the largest visual
transformation of Mid-Market in decades:
The influx of technology companies has played a major role in reviving the area.
The tech-driven office market resurgence is now spurring residential and retail improvements as
well to include Dotties True Blue caf, Pearls Deluxe Burgers, A Temporary Offering and Off
The Grid.
The recent 30% increase in police staffing along Mid-Market has made a noticeable difference.
The demolition at the CityPlace (now Market Street Place) shopping center site on the south
side of Market between 5th and 6th is nearly complete. Its a six-level, 250,000-square-foot retail
center scheduled to open in 2015 that promises an enhanced streetscape, prominent street
presence for retailers, and a large, open floor plan.
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SITE ANALYSIS
The Federal Government has decided to invest resources into fixing up the area as well. While
federal aid to cities has declined dramatically over the past decade, the feds have spent millions
restoring its long neglected historic building at 50 UN Plaza.
The destruction of the last vestige of the former Del Webb Townhouse at 8th and Market has
begun for the new Trinity Plaza.
The nearby Renoir Hotel at 7th and Market is undergoing a $40 million upgrade.
The long vacant site at 950-970 Market finally has a new owner, who recently bought and is
renovating the Warfield building as well. It will be at least three years before construction of the
planned 950 Market Center for Arts and Education breaks ground, but this is another long
troubled site now on the road to revival.
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SITE ANALYSIS
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SITE ANALYSIS
The Mid-Market Revival Initiative also has a strong focus on preserving and spotlighting San Franciscos
arts community. The effort is intended to build upon the areas existing strengths, including an emphasis
on arts-based economic development initiatives. The city has been trying its best to maintain those
efforts, by adding arts-related businesses around the area. For example:
Phantom Coast Gastropub and Brewery, which is taking up 5,000 square feet on Turk and
Taylor streets will involve the rehabbing of four storefronts. The pub will also have a heavy focus
on live music.
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SITE ANALYSIS
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BUILDING SELECTION: 1095 MARKET STREET
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BUILDING SELECTION: 1095 MARKET STREET
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BUILDING ANALYSIS
Ive selected 1095 Market Street because it is currently for sale, unoccupied and is located in market with a
need for a modern hotel. The situation is realistic and opportunistic. In addition, it is one of only a handful
of permit-ready hotel projects in San Francisco.
BUILDING DETAILS
Building Location
1095 Market Street, San Francisco, CA
Mid-Market (MidMa) Neighborhood
Square Footage & Details
76,000 total square feet
Riveted steel frame and unreinforced brick
Window lines on all 4 sides of the building
360 degree views from the roof
Building Height
Eight-story, 60,171 RSF (currently)
Ground floor height of 22 feet, slab to slab
height of 14 feet on floors 2-8
90X Height and Bulk District
Zoning
Located between 6th and 7th Streets on
Market and sits on an 8,250sf site zoned
C-3-G (Downtown General Commercial)
Office, retail, residential, entertainment and
institutional uses are permitted. Wholesale
and some light manufacturing uses are
permitted in some C-3 districts. Hotels are
a conditional use.
Owners
1095 Market Street Holdings, LLC
Real Estate Rep.: Mark McDermott, CBRE
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BUILDING ANALYSIS
Building History
Originally constructed between 1902 and 1905, the
1095 Market Street building (often referred to as the
Grant Building), is one of the few properties to withstand
the 1906 earthquake.
More recently, the building was a 61,000sf commercial
office building falling under the Category I (Significant)
Building
Existing Conditions
Currently, the building is unoccupied and listed for
sale.
The building is currently seismically unsound, and it
could be detrimental to the health, safety and general
welfare of persons within the building. As a result, I
would like to seismically retrofit the building, as this
would significantly improve the health, safety and
welfare of the incumbents.
Future Plans
In 2010, the owners made a proposal to the city
to convert the building into a 42,000sf, 94-room R1
occupancy hostel. The hostel would include a 2.500sf
commercial restaurant, 3,500sf nighttime entertainment
and two rooftop terraces that total 8,500 sf. The original
planners proposed rehabilitating the building, while still
preserving the architecture of the historic building.
After a multi-year approval process, the owners
achieved full entitlements for the new hostel/hotel
project and recently vacated the final tenants in the
building.
These original future plans fell through the cracks and
now the building is for sale.
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EXISTING FLOOR PLANS
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EXISTING FLOOR PLANS
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Primary Research
In Person Interviews
To get a better understanding of the Mid-Market area and user needs, I
interviewed two major stakeholders involved in the hotel development decision. I
interviewed an associate who handles hotel bookings at Twitter as well as a hotel
management and real estate consultant.
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INTERVIEW
Dan Kim
TWITTER
Former Lead International and M&A Recruiting Coordinator
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INTERVIEW
Dan Kim
TWITTER
Former Lead International and M&A Recruiting Coordinator
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INTERVIEW TAKEAWAYS
Dan Kim
TWITTER
Former Lead International and M&A Recruiting Coordinator
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INTERVIEW
Robert Jensen
KENSINGTON MANAGEMENT & INVESTMENTS
Former CBRE Senior Associate in Commercial Real Estate
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INTERVIEW
Robert Jensen
KENSINGTON MANAGEMENT & INVESTMENTS
Former CBRE Senior Associate in Commercial Real Estate
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INTERVIEW TAKEAWAYS
Robert Jensen
KENSINGTON MANAGEMENT & INVESTMENTS
Former CBRE Senior Associate in Commercial Real Estate
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CASE STUDY
St. Regis, San Francisco
What does a high-end luxury business & leisure hotel look like?
FOOD SERVICES
AME
Intimate L-shaped dining room. 300-bottle
wine cellar and dinner nightly.
VITRINE
Light-filled, 74-seat restaurant on the fourth
floor, with terrace seating available. Breakfast
menu changes seasonally. Breakfast and lunch
and served daily; open for brunch on Sundays.
LOBBY BAR
Bar menu and full bar. Open late morning to
late evening.
ROOM SERVICE
Available 24 hours.
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CASE STUDY
St. Regis, San Francisco
What does a high-end luxury business & leisure hotel look like?
Initial Observations:
Atmosphere: Upscale, modern, classy, semi-professional
Observed Demographic: A good mix between young tech businessmen and women and older
baby-boomer businessmen. Late 20s/early 30s all the way up to late 50s. Nearly everyone seemed
to be in town for a tradeshow at the Metreon across the street.
Floor Plan: At the entrance of the hotel lobby, the user is greeted with a spacious, inviting lobby
lounge area. There were lots of little areas for people to sit, conduct meetings or socialize. The
lobby extended into the lounge/bar area with an open floor plan, which then extends into the guest
check-in desk. Bathrooms and elevators were in the back. Conference and banquet rooms are on
the second level and guest rooms on the upper levels.
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CASE STUDY
St. Regis, San Francisco
What does a high-end luxury business & leisure hotel look like?
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CASE STUDY
W Hotel, San Francisco
What does a boutique hotel look like? How do they create social spaces?
FOOD SERVICES
LIVING ROOM BAR
A newly re-designed bar. Live DJs provide
a variety of lounge music Wednesdays to
Saturdays.
TRACE
Breakfast, lunch, and dinner daily. Dcor
includes soaring ceilings, plush booths, and
portholes of colored glass along one wall.
UPSTAIRS BAR & LOUNGE
A chic bar located on the mezzanine level
overlooking the restaurant. Serves cocktails and
a la carte items.
ROOM SERVICE
Available 24 hours.
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CASE STUDY
W Hotel, San Francisco
What does a boutique hotel look like? How do they create social spaces?
Initial Observations:
Atmosphere: Young, modern, hip, semi-professional
Observed Demographic: Lots of young tech businessmen. Many seemed to be traveling for business,
as there were lots of groups. I also saw young leisure travelers, particularly couples as well. Ages ranged
from early 20s to late 50s.
Floor Plan: The first thing you see when you walk into the W Hotel is the bar/lounge Trace. The
entrance is almost overwhelmed with places to sit in groups of 2, 4, 6 or even as big as 12. Trace extends
into a more casual sofa seating area which then extends into the official hotel registration desk. Trace
goes up three floors, with a balcony that overlooks levels 1 and 2. Conference rooms are the second floor
and the gym/spa is on the fourth floor. Guest rooms are on the upper levels.
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CASE STUDY
W Hotel, San Francisco
What does a boutique hotel look like? How do they create social spaces?
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CASE STUDY
The Mosser Hotel, San Francisco
What does a mid-tier business hotel look like?
FOOD SERVICES
ANNABELLES BAR & BISTRO
Serving contemporary California cuisine with
a focus on fresh seafood. Open for lunch and
dinner.
LOBBY FOOD SERVICE
Complimentary coffee and muffins are served
in the lobby each morning.
ROOM SERVICE
Available 24 hours.
GUESTROOMS
The Mosser offers compact, comfortable guestrooms
with private or shared baths. All rooms are non-
smoking and include platform beds, complimentary
wireless Internet access, multi-line phones, CD
players, waffle-weave bathrobes, and ceiling fans.
Telephones come with voice mail. TVs offer
pay movies. Budget-friendly rooms with shared
bathrooms have in-room vanity sinks.
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CASE STUDY
The Mosser Hotel, San Francisco
What does a mid-tier business hotel look like?
Initial Observations:
Atmosphere: Budget, Convenient, Trying to be a boutique but not quite there
Observed Demographic: Young adults in their late 20s to early 40s. I saw three middle-aged men
sitting alone in the lobby on their smartphones, a group of 5-6 young tech men from a conference and
two international middle-aged tourist women. It was a mix of conference go-ers who couldnt afford a
fancy hotel and young/middle-aged tourists looking to explore the city.
Floor Plan: Lobby, reception sundry room and business center were on the first floor and all
guestrooms on the upper levels.
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CASE STUDY
The Mosser Hotel, San Francisco
What does a mid-tier business hotel look like?
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CASE STUDY
Hotel Zetta, San Francisco
What level of luxury does Twitter book for their traveling guests?
FOOD SERVICES
LOBBY BAR
Bar menu and full bar. Open late morning to
late evening.
ROOM SERVICE
Available 24 hours.
GUESTROOMS
Plush pillow-top beds covered with down
comforter and imported linens
Docking station with Bluetooth and
streaming capabilities, compatible with all
mobile devices
Illy espresso coffee machine
Neil George bath and body amenities and
terry waffle bathrobes
Double-paned windows to ensure a quiet
environment
Individually operated climate control
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CASE STUDY
Hotel Zetta, San Francisco
What level of luxury does Twitter book for their traveling guests?
Initial Observations:
Atmosphere: Boutique, Casual, Chic, Hip, Modern, Fun
Observed Demographic: Late 20s to early 50s mostly dressed business casual. Saw a mix of young
(late 20s/early 30s couple) as well as single businessmen in their middle ages as well as small groups of
early 30s men having tech-related meetings. All guests seemed to have a stable income, observed from
attire as well as choice in martinis and specialty cocktails.
Floor Plan: Open floorplan. Modern, spacious business center at the front window, casual bar with
seating by the front window as well as lots of seating dispersed throughout the entire first level (for social
lounging). Reception was also mixed in with the seating on the first level. Second level was the kitchen,
conference rooms and playground, fitness center on fourth floor and guestrooms on all upper floors.
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CASE STUDY
Hotel Zetta, San Francisco
What level of luxury does Twitter book for their traveling guests?
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CASE STUDY
Hotel Palomar, San Francisco
How does an upscale luxury hotel manage a small space?
FOOD SERVICES
FIFTH FLOOR RESTAURANT & LOUNGE
Full service menu with award-winning chef.
ROOM SERVICE
Available limited hours.
DESIGN CONCEPT
The theme is Art in Motion.The art of the
Hotel Palomar is not obvious via the usual
display of carefully placed pieces throughout
the space. The art is found in even the practical
facets of the hotel, such as the rich persimmon
geometric pattern headboards, gunmetal and
brass registration desk.Art is also afoot in the
imaginative and playful flooring, blurring the
lines between guest and art.
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CASE STUDY
Hotel Palomar, San Francisco
How does an upscale luxury hotel manage a small space?
Initial Observations:
Atmosphere: Old-age, vintage, high-end, historical, tourist-oriented
Observed Demographic: I saw lots of international tourists in the lobby and in the elevator. Though,
it appeared that there were several business functions occurring in the meeting rooms, which led me to
believe this property also attracts business executives as well.
Floor Plan: Very small, intimate lobby with a focus on the front desk and elevators. Guestrooms are
located on the upper floors, and the restaurant and conference rooms are mixed throughout the floor
levels.
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CASE STUDY
Hotel Palomar, San Francisco
How does an upscale luxury hotel manage a small space?
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SECONDARY RESEARCH
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SECONDARY RESEARCH
GUESTROOM STANDARDS
Important Definitions:
o Key: A separate, rentable unit
o Guestroom bay: the typical guestroom module
o Suite: combination of living room, kitchen or and one or more bedrooms
Typical room sizes
o King: 350 (1 bay)
o Double-double: 350 (1 bay)
o Conference Suite: 700 (2 bays) connects one K or DD to kitchen, boardroom or living room
o Deluxe Suite: 1050 (3 bays) connects to K and DD
o Presidential Suite: 1400 (4 bays) connects to dedicated K & DD; includes pantry or conference
room
Hotels of different types can vary from 200 SF per room to over 1,000 SF because of the different mix of
facilities.
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SECONDARY RESEARCH
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SECONDARY RESEARCH
o Placing the fitness center close to the main entrance/front desk area will not only help to promote
the facility but will increase accessibility in the event of an emergency response.
o Installing HVAC systems with automatic climate control will keep the room at a safe workout
temperature and guard against dangerous overheating injuries to your guests such as dehydration and
heat stroke.
o Lighting should be installed that allows guests to easily read all signage and equipment instructions
while lighting the entire space.
o Flooring choices within the facility should be designed around the function of each space and guard
against slip and fall injuries taking into consideration 1) issues such as sweat falling on slick floors
and creating hazards, and, 2) transition elevation differences in rooms with two or more different
types of flooring.
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SECONDARY RESEARCH
SAMPLE ELEVATIONS:
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SECONDARY RESEARCH
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SECONDARY RESEARCH
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SECONDARY RESEARCH
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SECONDARY RESEARCH
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SECONDARY RESEARCH
Mobile Check-in
o Marriott Hotels now offers mobile check-in for mobile
travelers
Technology Everywhere
o Hotels are switching their LCD TVs (liquid crystal display)
to LED TVs (light-emitting diode), which have clearer
images.
o Interactive content. On Samsung TVs, you can log on to
Twitter, Facebook, Skype, Google+ and other social networks.
You can also look at a listing of local attractions, order room
service or get messages from the hotel.
o Syncing of mobile devices or tablets with the TV. Buy a
movie from the hotel and watch it on your tablet at the lobby
bar, or watch a show on the hotel TV that you downloaded
onto your tablet before you checked in.
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USER PROFILE
The combination of my research findings led me to believe that there is scalable opportunity for a hotel
geared towards young businessmen and businesswomen (who need a place to stay while visiting the
various tech companies) as well as leisure travelers visiting the city. San Francisco also has a high level
of international travelers, and that will be factored into the design strategy as well. The hotel would
accommodate a younger, active and modern demographic; between the ages of 25-50.
The hotel operation will target short and long-term business travelers who are looking for a close,
convenient and safe place to stay while visiting a nearby tech company, tradeshow or other nearby
business meeting. Due to its proximity to Union Square, BART and Civic Center, the hotel operation will
also target domestic and international leisure travelers.
The rooftop lounge operation will target overnight guests as well as employees of nearby tech companies
to include Twitter staff, Spotify staff and One Kings Lane staff. Targeted age ranges from mid 20s to late
50s.
The hotel and restaurant will also include secondary users, such as hotel staff, employees, managers,
security personnel, delivery companies, garbage management, housekeeping, etc.
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INSPIRATION
Im inspired by Ian Schrager because of his approach and philosophy as it relates to hotel design. As a designer
of some of the worlds most revered hotels (to include Gramercy Park Hotel, Morgans Hotel, Royalton Hotel,
Paramount Hotel, Delano Hotel, Mondrian Hotel and Clift Hotel), Ian Schrager is considered an innovative
leader whos always pushing the envelope.
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INSPIRATION
Ian Schrager
In doing research on Mr. Schrager, there are several facets of his
approach & process that Im inspired by:
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INSPIRATION
Ian Schrager
He has a clear vision
He considers his design approach the antithesis of trendy.
It may be provocative, it may be out there on the edge, but
if its well done it will stand the test of time, and be just as
relevant in thirty or forty years.
Throughout my thesis project, Im inspired by his approach. Like Ian Schrager, I strive to become a new
thought leader in the design industry, by creating innovative concepts of my own. I also plan to leverage
my own network of related professionals, such as other hotel owners, operators and management
companies to better understand the needs of todays hotel customers - which will ultimately help make
better informed design decisions. I too, would like to take a hands-on approach to solving problems by
putting myself out there and seeing things for myself.
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INSPIRATION
San Franciscos Mid-Market History
Im also inspired by San Franciscos past, present and future, particularly as it relates to art in the Mid-
Market neighborhood. The following tenants will also serve as sources of inspiration throughout the
design process:
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INSPIRATION
San Franciscos Mid-Market History
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INSPIRATION
Todays Innovative Technologies
Lastly, Im inspired by the influx of new technology companies replacing the old theaters.
Expanding on this idea, Im inspired by the innovations brewing at the California Institute for
Telecommunications and Information Technology (Calit2).
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DESIGN CONCEPT
Revitalizing History
My concept is focused on revitalizing the areas theatre history with todays new, innovative technologies.
What used to be known as the Theatre Row is now transforming into a new Technology Row and I hope
to symbolize a marriage between the old with the new.
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DESIGN CONCEPT
Revitalizing History
DIGGING DEEPER
Looking for a concept that would both pay tribute to the areas history as well as the citys effort to
revitalize and sustain San Franciscos unique artistic culture, my concept will balance San Franciscos
old art history with the new San Francisco as a technology melting pot. Specifically, Im inspired by
San Franciscos old historic theatre lifestyle and todays entrepreneurial culture revolving around new
technologies. What used to be the old Guild Theatre is now replaced with an influx of tech companies,
sharing spots with companies like Twitter, Yammer and Spotify. My goal is to subtly symbolize a
revitalization of the citys historic art culture with todays modern technology.
San Francisco has always been different because its a major city where progressive activists and artists
have had a real and sustained impact. With hopes of keeping that culture alive, I did extensive research
on the Mid-Markets history and found that the site is located in a historic theatre neighborhood. With
recent new developments, much of that history has been lost. I foresee my concept evolving into a sort of
museum that captures the essence of historic Mid-Market area, only delivered in new forms of media.
I will use this concept as inspiration for design features throughout the space. For example, I imagine
technologically advanced conference rooms inspired by each of the various historical theaters. The
lobby could feature an interactive LED ceiling panel that plays some of the old neighborhoods most
famous films. Or, I could design each of the guestrooms based off the different types of tenants that used
to occupy the existing building. I visualize the rooftop lounge playing on the old theatre floor plans.
I foresee a mobile app with a user interface inspired by a game of old-fashioned bingo. I also plan to
leverage Calit2s most innovative technologies and finding ways to incorporate them into my concept.
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DESIGN CONCEPT
Revitalizing History
ARTIFICIAL
Exoskeletons Synthetic meat INTELLIGENCE
Stem-cell
ROBOTICS treatments
Utility
fog
Vertical agriculture
Swarm
Cash-less robotics Self-
society driving Cyber-
Interplanetary Domestic vehicles warfare
internet robots
BIOTECH
Medical
Telemedicine diagnostics
MONEY
HAPs
Smart Natural language
toys Machine interpretation
Biomarkers translation
Mobile
payments Programmable matter
Virtual Software
currencies agents Metamaterials
Appliance Personalized
Crowd medicine
funding bots
Smart 3D
infrastructure printing
Recommendation Nanowires
Linked engines
data
INTERNET NFC ANNs
Memristor
MATERIALS
(CONNECTIVITY)
PGS Carbon
Social nanotubes
5G graph Machine-based Space
high-frequency trading elevator
Holography Piezo-
electricity
Telepresence Traveling
wave reactor
Retinal Machine Smart Biomechanical Predominant use
displays vision grids harvesting of renewables
Skin-
embedded
screens
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DESIGN CONCEPT
Revitalizing History
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PRELIMINARY CONCEPT SKETCHES
Revitalizing History
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PRELIMINARY CONCEPT SKETCHES
Revitalizing History
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PRELIMINARY CONCEPT SKETCHES
Revitalizing History
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PRELIMINARY CONCEPT SKETCHES
Revitalizing History
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PRELIMINARY CONCEPT SKETCHES
Revitalizing History
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PRELIMINARY CONCEPT SKETCHES
Revitalizing History
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PROGRAM STATEMENT
The hotel will be a first-class, full-service, 8 story boutique hotel with 82 rooms and a 5,160 sq ft rooftop
restaurant and bar lounge. The project will include 50,965 sq ft of usable, design space. Located in a
growing business tech and shopping neighborhood near Union Square, Moscone Convention Center,
Yerba Buena Gardens and Civic Center, the project should accommodate convention attendees, individual
business travelers and leisure travelers. Facilities will include a lobby bar lounge, grab-and-go restaurant,
rooftop restaurant and lounge, fitness center, business center and conference room.
GUESTROOMS
The guestrooms will cater to business travelers and leisure travelers. I plan to offer three different room types that
will vary by size: standard, deluxe and premiere rooms, where king, double double and ADA rooms will be included.
Rooms will be equipped with technologically advanced amenities and fixtures, and each guestroom floor will have a
different design concept relating to the revitalizing history concept.
LOBBY
Inspired by Ian Schragers lobby socializing concept, the lobby will incorporate technology, entertainment and a
food and beverage service. The lobby serves as the main hub of the first level floor, branching off to the conference
room, extended lobby bar area, business center, grab and go restaurant as well as guestroom elevators. It will be a
comfortable, social setting that encourages guests and visitors to relax in a safe, casual environment.
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PROGRAM DETAILS
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PROGRAM DETAILS
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PROGRAM DETAILS
Guestroom Breakdown
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PROGRAM DETAILS
Public Spaces
GUESTROOMS
Approximately 30,670 SF of designed space
The scope of this project will include a total
remodel of the space
New space plan throughout
Approximately 82 rooms
Requirements:
Connecting/adjoining rooms available
Plenty of access to wall and furniture plugs
Eco-efficient HVAC and appliances
Local, sustainable materials when possible
PROGRAM DETAILS
Public Spaces
GUESTROOMS (cont...)
Standard Guestroom
o Approximately 350 SF
o A single king or double-double bed arrangement
o Private bathroom with shower
o Desk work station
Deluxe Guestroom
o Approximately 410 SF
o A slightly larger guestroom with an added parlor
o A single king or double-double bed arrangement
o Private bathroom with shower
o Desk work station
o Parlor
Premier Guestroom
o Approximately 460 SF
o The largest guestroom, which has the best city view
on the corner of the building
o A single king or double-double bed arrangement
o Private bathroom with shower
o Desk work station
o Parlor
PROGRAM DETAILS
Public Spaces
LOBBY
Approximately 2,300 SF of designed space
The scope of this project will include a total
remodel of the space
New space plan throughout
Requirements:
Reception desk near entrance
Lobby socializing floor & furniture plan
Plenty of access to wall and furniture plugs
Sufficient lighting
Central Location
Sufficient flow area
Luggage storage area
Access to street level
Bellman area
Restrooms towards the back
Eco-efficient HVAC and appliances
Local, sustainable materials when possible
Security
PROGRAM DETAILS
Public Spaces
CONFERENCE ROOM
Approximately 385 SF of designed space
The scope of this project will include a total
remodel of the space
New space plan throughout
Requirements:
Work area large enough for at least 5 people
Plenty of access to wall and furniture plugs
Web-conferencing capabilities
Whiteboards and digital TV hook-up
Acoustical insulation
Appropriate lighting
Close to lobby
PROGRAM DETAILS
Public Spaces
Requirements:
Must be close to lobby
Open, easy transition from lobby to lounge area
Full bar area
Small kitchen for light appetizers
Lobby socializing floor & furniture plan
Access to basement kitchen & storage
Plenty of access to wall and furniture plugs
Sufficient daylighting
Eco-efficient HVAC and appliances
Local, sustainable materials when possible
Local, sustainable food and beverage options
PROGRAM DETAILS
Public Spaces
Requirements:
Small private kitchen
Ordering area
Cold cut display case area
Dry display case area
Pay station
Small seating area
Access to street and hotel interior
Eco-efficient HVAC and appliances
Local, sustainable food options
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PROGRAM DETAILS
Public Spaces
BUSINESS CENTER
Approximately 200 SF of designed space
The scope of this project will include a total
remodel of the space
New space plan throughout
Requirements:
Work area large enough for 2 computers stations
Close to lobby
Security location, not close to entrance
Web-conferencing capabilities
Sufficient lighting
Acoustical insulation
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PROGRAM DETAILS
Public Spaces
FITNESS CENTER
Approximately 430 SF of designed space
The scope of this project will include a total
remodel of the space
New space plan throughout
Requirements:
3 cardio machines (at minimum)
1 weight set (at minimum)
1 strength training machine (at minimum)
Sufficient wall space for mirrors
Sufficient & appropriate floor material
Eco-efficient HVAC and appliances
Card-swipe door entry
Emergency phone
Drinking fountain
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PROGRAM DETAILS
Public Spaces
ROOFTOP LOUNGE
Approximately 5,160 SF of designed space
The scope of this project will include a total
remodel of the space
New space plan throughout
Requirements:
Separate elevator entrance
Back kitchen
Open kitchen
Bar area
Social floor and furniture plan
A flexible, convertible space depending on events
Protection from wind, rain and other elements
Access to service elevator
Energy efficient HVAC and appliances
Local, sustainable materials when possible
Sufficient lighting and heating
City views
Restrooms
PRELIMINARY BUBBLE DIAGRAMS
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PRELIMINARY FLOORPLANS
LEVEL 1
156' - 6"
8' - 0"
15' - 0"
203 SF 493 SF 462 SF
14' - 6"
47' - 1"
280 SF 1956 SF 345 SF
Extended Social
Lobby w/ Bar Area Meeting Room Grab & Go Deli
1163 SF 387 SF 522 SF
SCALE: NTS
LEVEL 2
ADA K Storage
20' - 2"
Suite GR
Premier
26' - 10"
458 SF
15' - 10"
18' - 3" 24' - 0" 24' - 1" 24' - 0" 23' - 11" 24' - 0" 23' - 9"
SCALE: NTS
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PRELIMINARY FLOORPLANS
LEVEL 4
Room
Room 340 SF
342 SF Jr. Suite
Deluxe GR
427 SF
Jr. Suite
Deluxe GR Jr. Suite
Deluxe GR
407 SF 399 SF Vending
88 SF
SuiteGR
Premier
458 SF
Room Room Room Room Room Room
350 SF 350 SF 349 SF 349 SF 350 SF 349 SF
SCALE: NTS
LEVELS 3, 4, 5, 6, 7, & 8
Room Room
Fitness Center 340 SF
342 SF
427 SF
Jr. Suite
Deluxe GR Jr. Suite
Deluxe GR
408 SF 399 SF Vending
88 SF
Suite GR
Premier
458 SF
Room Room Room Room Room Room
350 SF 350 SF 349 SF 349 SF 350 SF 349 SF
SCALE: NTS
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PRELIMINARY FLOORPLANS
ROOF
Restrooms
358 SF
Kitchen
704 SF
Open Kitchen
504 SF
Bar Area
329 SF
Lounge Seating
4470 SF
SCALE: NTS
BASEMENT
169' - 6"
53' - 8" 18' - 10"
14' - 10"
General Storage or Housekeeping
Office Space Storage
1544 SF 397 SF
Elevator Machine
Room Generator
153 SF 283 SF
Kitchen Storage
737 SF
Swithboard 420 SF
126 SF
486 SF
SCALE: NTS
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TIMELINE & NEXT STEPS
SUMMER 2012
FALL 2012
A-
A-
Learn about Midpoint
Start thinking of project ideas
IAD 600 Concept, Theory, Process | Kathleen Roche A Decide on a Midpoint project
SPRING 2013
a
IAD 610 Spatial Design | Archibald Woo A Midpoint Workshop
IAD 611 BIM | Edward Pertcheck A Programming & Site Analysis
IAD 612 Material Use | Stephanie Smith-Haenel A- Primary & Secondary Research
GLA 602 Art/Ideology 20th Century | Susan Sutton A Prepare for Midpoint Review
SUMMER 2012
FALL 2013
IAD 604: Lighting Design Finalize Programming
IAD 621: 3D Modeling with 3DMax Design Concept Development
IAD 801: Program/Space Planning Finalize Features and Amenities
IAD 801-10: Concept Development Develop Final Floor Plans
SPRING 2014
IAD 801-11: Material Use Select Finishes & Materials
IAD 801-7: Design Development Develop Furniture Plan
GLA 634: Professional Practices for IAD Develop Renderings & Elevations
Finalize Designs & 3D Modelings
SUMMER 2014
IAD 801-16: Thesis Implementation & Presentation THESIS REVIEW
Prepare & finalize for review
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PORTFOLIO
Restaurant Design: Left v. Right Brain Concept
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PORTFOLIO
Retail Design: 7 Deadly Sins Concept
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PORTFOLIO
Ad Agency Design: Adhering to a strict program
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PORTFOLIO
2013 San Francisco Decorator Showcase House
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PORTFOLIO
Personal Website
RAJENSEN.COM
To better showcase my work, I created a personal website, www.rajensen.com. My website features all
of my mock projects created at school, as well as real-life design projects created at various jobs and
internships.
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REFERENCES
Hotel Design, Planning and Development. Penner, Richard; Adams, Lawrence; Rutes, Walter. 2013
Time-Saver Standards for Interior Design and Space Planning. DeChiara, Joseph; Penero, Julius; Zeinik, Martin. 2001.
https://www.cbremarketplace.com/1095market/
https://www.cbremarketplace.com/listings/11499/Internal%20Documents/1095%20Market%20Street.pdf
http://sf.curbed.com/archives/2010/01/11/grant_building_slated_for_hotel_with_club_resto_and_rooftop_bar.php
http://sf-planning.org/ftp/files/Commission/CPCPackets/2009.1100ch.pdf
http://www.sfgate.com/bayarea/nativeson/article/Mid-Market-only-partway-on-road-to-success-4360688.php#photo-1786863
http://sf.curbed.com/archives/2012/11/09/is_the_midmarket_arts_district_still_a_distant_dream.php
http://www.sfgate.com/default/article/Mid-Market-arts-center-at-risk-amid-boom-4342332.php
http://blog.sfgate.com/bottomline/2013/05/28/spotify-joins-the-tech-move-to-s-f-s-mid-market/
http://www.sfchronicle.com/business/bottomline/article/Spotify-moving-into-Warfield-building-4555216.php
http://www.beyondchron.org/news/index.php?itemid=11288
http://www.sfredevelopment.org/index.aspx?page=151
http://sf.racked.com/archives/2013/06/10/midmarket-revamp-begins-with-signs-of-market-street-place-shopping-center.php
http://www.beyondchron.org/news/index.php?itemid=11460
http://www.sfgate.com/news/article/Grant-Building-Renovations-Force-Eviction-of-3302701.php
http://upfromthedeep.com/mid-market/
http://www.metropolismag.com/Point-of-View/June-2013/Q-A-Ian-Schrager/
http://www.publichotels.com/chicago/about-us/ian-schrager/
http://www.calit2.net/research/culture_thrust.php
http://www.calit2.net/newsroom/release.php?id=2111
http://www.hospitalitynet.org/external/4061182.html?utm_source=360&utm_medium=email&utm_
campaign=Hospitality+Net+360+Thursday+%7C+June+20&utm_content=rajensen00%40gmail.com
http://www.hotelchatter.com/story/2013/5/16/0737/42827/hotels/Sheraton_Social_Hour_Is_Now_Happening_All_Over_the_World
http://www.hotelchatter.com/story/2013/5/7/73723/63030/hotels/Guess_the_Hotel_That_Turns_Keycards_Into_Art
http://www.hotelchatter.com/story/2011/12/23/103119/16/hotels/10_New_Year%27s_Resolutions_We_Wish_Hotels_Would_Stick_to_in_2012
http://www.hotelchatter.com/story/2011/10/12/14755/375/hotels/Hyatt_House_is_Outfitting_Their_Chairs_With_Power_Outlets_%28And_Other_
Awesome_Design_Details%29
http://hotelexecutive.com/business_review/1336/five-crucial-hotel-fitness-center-liability-issues
http://readwrite.com/2011/09/27/hotel-lobbies-become-more-soci#awesm=~oaQwuVakrRF8Mz
http://www.sci-tech-today.com/news/Hotel-TVs-Get-More-Interactive/story.xhtml?story_id=012001GT2F6C
http://www.hospitalitynet.org/news/global/154000353/4061342.html
http://m.hospitalitynet.org/news/4061165.html?utm_source=360&utm_medium=email&utm_
campaign=Hospitality+Net+360+Wednesday+%7C+June+19&utm_content=rajensen00%40gmail.com
http://continuuminnovation.com/work/holidayinn/
http://www.hyattdevelopment.com/brands/hyatt_house/brand_guidelines.html
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THANK YOU.
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