A few days ago I was visiting my old stomping grounds, The Grand Hyatt San Francisco. I knew it was the right time to catch my friend Joanna’s shift, so I was surprised to learn that she was spending it holding a sign in Union Square. It seems that the folks at The Grand Hyatt are experimenting with all sorts of new ways to provide concierge-style services for non-guests, and standing in the middle of Union Square was part of the research. I was intrigued and immediately walked across the street to Union Square to check out the extension of the concierge desk out into the community.
Joanna was talking with a family of tourists from Australia who were struggling with a map. She had simply walked over to them and asked if she could assist them. They were so pleased they said, “We’ll definitely stay at the Hyatt next time we come!” I had visions of competing concierges at all four corners of the square each outdoing the other with insider tips, maps, directions and reservations. Smiling as I imagined this duel of helpfulness, I suddenly looked up and saw the Hyatt in the distance and I had another thought.
A hotel is basically a box, so going outside of the physical box felt like a metaphor for what is happening with the renovation and reinvention of this San Francisco property. This particular hotel is working with the team at Stanford’s Idea Lab to help them think outside the box. They have taken that concept literally and actually gone outside of the physical hotel box to try some guerilla marketing. Joanna was enjoying it and I was having a blast thinking about what was actually taking place.
Ann, the concierge manager (who I just so happened to hire 25 years ago), walked over to check out the scene. I complimented her for her willingness to try something new and explained that it didn’t matter if it was a big hit or not, just that they were willing to try it. I went on to explain my philosophy of outside-the-box thinking. I believe it can only occur when all the inside-the-box details are completely covered and expertly handled. Then and only then can people begin to get creative and innovative.
I know beyond a shadow of a doubt that the concierge team at The Grand Hyatt San Francisco can think outside the box because they have the inside-the-box stuff down to a science. I personally know this because the concierge desk was my creation in 1976 and I managed it for close to 17 years. Many of the people I hired are still there. How exciting to think that the concierge team at The Grand Hyatt will once again be involved in revolutionizing the industry. Our creative, innovative efforts in the late 70’s helped to launch the concierge profession in the United States. I can only imagine and look forward to seeing where outside-the-box thinking, both literally and figuratively, will take them next.
Innovative thinking is a big part of my training program, The Silk Experience. It helps people to think creatively and, dare I say it, outside the box.
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