Published on August 23rd, 2012 | by Charu Suri5
Why the Ace Hotel Is Shape Shifting the Social Media Landscape in New York City
Never a hotel to settle for the mundane, the Ace Hotel in New York City, situated on 29th and Broadway, is somewhat of a blogger sanctuary. Its partner coffee shop, Stumptown Coffee Roasters, is a well-heeled sliver of a shop that serves up baristas dressed in fedoras as well as a killer flat white coffee.
I love every chance I get to visit this beautifully curated hotel, with its boutique-hotel and distinctly hipster vibe. Very indie in its appeal, the Ace Hotel New York (it has several other outfits across the country, in Portland, Los Angeles, Seattle and Palm Springs) is my home away from wi-fi outfitted home.
I met a friend there the other day and we slouched into the comfortable armchairs in the lobby, drinking our lattes and tweeting. I realized that I had fallen into that delicious trap the hotel had set for me, along with so many countless others.
This is social media heaven, I realized, as I saw so many people typing, clicking, tweeting, Instagram-ming their way through the day.
This is where the hipsters work; it’s their “office.”
In this day and age where every Gen X professional is an entrepreneur (according to a recent Forbes article, young startups create two thirds of America’s new jobs), all you really need is a good idea, terrific work ethic and a way to get it done. The Ace Hotel is one such oasis.
We caught up with their Social Media Director to see why Ace Hotel is “killing it” in the space:
ButterflyDiary: What Social Media initiatives are you proud of over the past year? How has this impacted the brand overall?
Ace Hotel: We focus on sharing the real, human contentthat is a product of the culture of our hotels — that’s the best initiative we’ve found. The impact on the brand is inverse — the brand becomes a living, breathing platform for creative people to connect, experience a sense of wonder and get inspired.
ButterflyDiary: What are some of the shape-shifting social media strategies you’ve employed that have set you apart from the competition?
Ace Hotel: We are not ticking off followers like a stack of gold coins. We’re just sharing what we care about, and it’s cool that our audience is growing larger and has a lot of enthusiasm about what we’re doing.
ButterflyDiary. What are some of the social media perks Ace Hotel guests can enjoy?
Ace Hotel: Surprise shows in our lobby from rad artists like Holly Miranda, Reggie Watts and Father John Misty — announced usually on the same day on Twitter, Facebook and our blog. They also get the inside scoop on our studio dogs Leonard, Palmer, Coco and Sugi.
ButterflyDiary: Has anyone tweeted you concierge requests? Something outrageous or funny you can share?
Ace Hotel: People send us concierge requests all the time over Twitter, but the best tweet in recent memory had to be this one:
I don’t want to go to Heaven. I just want to go to @acehotel.