Seaport Story Single Pages-C

Seaport Hotel &
World Trade Center

The Seaport Brand Story
SEA THE DIFFERENCE SM

Contents

OVERVIEW
Page 1
THE PURPOSE OF THE SEAPORT STORY
Page 6
OUR MISSION STATEMENT & VISION
Page 8
WHO ARE OUR STAKEHOLDERS?
Page 16
WHAT SETS US APART FROM THE
COMPETITION? WHAT ARE WE
MOST PROUD OF?
Page 18
HERE’S WHAT OUR GUESTS SAY
Page 20
WHAT MAKES OUR SERVICE SO GOOD?
Page 22

WHAT ELSE DO OUR GUESTS SAY OUR PRODUCT AND SERVICE
ABOUT US? DEVELOPMENT GUIDELINES
Page 24 Page 38

WHAT ARE THE WORDS GUESTS USE TO OUR VISUAL LOOK AND STANDARDS
DESCRIBE US AND HOW WE DESCRIBE Page 40
OURSELVES?
Page 28 HOW DO WE WORK WITH
EACH OTHER?
WHO DO WE COMPETE AGAINST? Page 80
Page 30
QUALITY AT SEAPORT. HOW DO WE
SUMMING IT ALL UP. OUR BRAND STAY ON TOP?
POSITIONING STATEMENT Page 82
Page 32
OUR COMMITMENT TO CORPORATE
BEYOND SERVICE. WHY ELSE DO AND SOCIAL RESPONSIBILITY
GUESTS CHOOSE US? Page 84
Page 34
IN SUMMARY
HOW DO WE DELIVER Page 86
EXTRAORDINARY SERVICE
CONSISTENTLY?
Page 36

Overview

Since we opened in 1998, the Seaport has
always been known as a pioneering and
innovative organization providing guests
with world-class service that’s also highly
personalized, warm and genuine.
When we opened our doors, there wasn’t
much in the neighborhood except
parking lots and our World Trade Center.
We quickly made a name for ourselves
throughout Boston providing a distinctive
level of service, innovative guest amenities
and culinary offerings that stood out from
the competition.
And the combined Seaport Hotel &
World Trade center provided the
opportunity to create the most unique
venue in Boston, redefining the concept
of hospitality for the city.

1

IN FACT WE
WERE
APPLAUDED
FOR CREATING
A VARIETY OF
INNOVATIVE
BOSTON
“FIRSTS” AS
PART OF OUR
CORE
PRINCIPLES.

2

The first entirely smoke-free hotel
in Boston
The first hotel to offer complimentary
WiFi in guest rooms and all public
spaces
The first hotel to be service-inclusive
The first hotel with an expansive
fitness facility complimentary
to guests
The first hotel with a major commitment
to being environmentally friendly

3

Even our
name, the
Seaport Hotel,
was a first.

When we opened, our neighborhood
was known as the South Boston
Waterfront. With the success of the
hotel and building of the office towers,
the Seaport name has now become
synonymous with the area which we
now call the Seaport District.

4

5

The Purpose
of The Seaport
Story

So why have we created this document we’re calling
We’re doing so to capture in written form the Seapor
core stakeholders, what makes Seaport so unique and
as Seaport team members need to do to live the Seap
growing and improving each and everyday. While we
materials about how to do our jobs the goal of this do
“one-stop shop” for what makes Seaport, Seaport!

S EA P O R T. S EA TH

6

The Seaport Story.
rt story as it relates to our
d different, and what we
port story and keep it
have many training
ocument is to be your

HE DIFFERENCE.SM

7

Our Mission
Statement

Every successful organization has a core Seaport’s mission is to enga
mission statement that guides the entire Seaport team, inspirin
organization and outlines the goals and highest level of professiona
objectives of the company in words that where all team members are
all team members can embrace. Ours is and unique cultural experien
as follows: outperform our competition
innovative in our work by de
wow our guests. We remain
our customers and genuine
beliefs and actions lead to d
members and guests.

8

age the talent, passion and great ability of the
ng individual and team excellence and the
alism. This is accomplished by creating a culture
e valued for their enthusiasm, confidence, courage
nces and backgrounds. We strive to consistently
n in everyway possible by being creative and
eveloping and delivering fresh experiences that
n dedicated to extraordinary personalized service for
care and respect for each other. Collectively these
delivering ambitious results to our owners, team

9

Seaport's We lea
Vision We Ins
We Ca
10 We Ha
We Su

ad 11
spire
are
ave Fun
ucceed

Seaport's
Values

A large part of our success as an Open & Hon
organization lies in the values that we Continuous
as a company have as central to our Teamwork
mission: Ownership
Integrity
12 Professiona
Performanc

nest Communication
Improvement

alism 13
ce

Seaport's
Culture

Our Seaport Values are embodied in Accountability
the way we work together and with Ownership
our guests:
Service Focused

Sales Focused
Empowerment

Green

Care for Team Members

Opinions Matter
Attention to Details
Open and Honest Communic
Continuous Improvement
Integrity
Professionalism
Respect
Competitive

14

cation Challenge the Status Quo

Speak Your Mind

Development of People

Embrace Change

Transparency

Enthusiasm

Positivity
Can Do Attitude
Admit Mistakes
Give and Receive Feedback
Pride
Fun
Teamwork

Tripod Satisfaction

Self-Awareness

15

Who OUR GUESTS
Are The business a
Our could have ch
Stakeholders? ensure that the
we provide ma
Our stakeholders are the key audiences
that we serve in order to generate WEDDINGS A
revenue, fulfill our mission statement and We’re one of B
thrive as an organization. They are as events. We’re
follows: of venues and
events at Seap
16
OUR TEAM M
Seaport is com
with a workpla
proud.

MEETING PLA
The people wh
millions of dol
business meet
or 2,000, keep

OUR NEIGHB
In just a few sh
residential com
restaurants, us
with us.

OUR OWNER
We are comm
committed to

S
and leisure guests who stay with us daily. Among the 87 hotels they
hosen in Boston, they have selected us and it’s our responsibility to
ey feel that they’ve chosen wisely and that the service and experience
akes them want to tell their friends and come back again and again!

AND SOCIAL GALA PLANNERS AND ATTENDEES
Boston’s most popular hotels for weddings and major charitable social
known for the quality of our food, our personalized service and variety
d most importantly for the memories that we make for people attending
port. In many ways, we’re Boston’s hometown hotel for major events.

MEMBERS
mmitted to being a best of class employer providing all team members
ace in which they can grow and prosper and in which they can be

ANNERS AND ATTENDEES
ho select Seaport for business meetings and conferences and drive
llars of revenue to our hotel. We’re known as one of the best hotels for
tings in the Northeast and these events, whether they are for ten people
p our hotel humming and all of us busy.

BORHOOD
hort years the Seaport District has become a thriving business and
mmunity and we benefit from office workers and residents dining in our
sing WAVE, parking in our garage and referring friends and family to stay

RS
mitted to making our owners proud of their investment in Seaport and

continuing to make Seaport great.

17

What Sets Us
Apart From the
Competition?

What Are We Most
Proud Of?

While there are many things that make • The team members of Seaport and
us different and better than our the genuine connections that we
competitors, the one thing that we’re make with our guests create lasting
told most consistently is the service they impressions and memories that just
receive from Seaport team members. can’t be replicated elsewhere.

Of course we have beautiful guest • It’s the reason our rankings are so
rooms, great food, a great location and high in TripAdvisor and other travel
wonderful meeting and event spaces — websites, why we win so many meeting
but so do lots of other hotels in Boston awards and why our scores are so high
and around the world. in our guest satisfaction surveys.

• What sets us apart is the warmth,
friendliness and extraordinary service
that each and every one of us provide
day-in-and-day-out.

18

19

What Always a
Our
Guests From hotel ap
Say is amazing an
location as we
20 restaurants an

One of ou

Very courteou
room was am
were also awe

Consisten

I have stayed
ideal and the p
very clean. Th
delicious. I hig

amazing ✪ ✪ ✪ ✪ ✪

ppearance, the room, the food, the staff - everything at the Seaport Hotel
nd upscale. One of my favorite places to stay when I’m in Boston. Great
ell - easy walk or drive to my office. Water views are a plus. Surrounding
nd stores are a great convenience. Love the Seaport Hotel!

ur best stays! ✪ ✪ ✪ ✪ ✪

us staff. Great location, decent parking rates. Impeccable service. Our
mazing, the views were really cool. The on-screen personalized services
esome. Can’t wait to go back!

ntly great hotel ✪ ✪ ✪ ✪ ✪

here several times and each time the hotel is terrific. The location is
parking is very convenient. The rooms are extremely comfortable and
he staff is so pleasant and accommodating. The food selections were
ghly recommend this hotel.

21

What Our status as a loc
Makes As a team we’re abl
Our
Service Diversity.
So Our team members
Good? the globe and we re
all bring to Seaport
22
Longevity.
Unlike many other h
frequently, it’s not u
been here for 5, 10
more effectively as
greet our guests.

Empowerment.
We empower our te
think best to serve o
memorable experie

cally-owned independent hotel.
le to create our own rules and standards.

s come from all over the country and all over
espect the differences and strengths that we

hotels where employees come and go
uncommon for Seaport team members to have
0, 15 and even 20 years. That allows us to work
a team and to have familiar and friendly faces

eam members to take whatever initiatives they
our guests, remedy problems and to create
ences without seeking a manager’s approval.

23

What Else
Do Our
Guests Say
About Us?

• While we’re a big hotel, we feel more • Our culinary product in both A La Carte
like a boutique with a cozy lobby and and Banquets is unique featuring
residential design. seasonal and often locally sourced
products at a quality level that few
• We’re Boston’s hometown hotel, hotels can match.
locally owned and one of the city’s
most popular venues for major • We continue to go the extra mile and
social and charitable functions and reinforce our core principles providing
celebrations. free WiFi, complimentary bottled water,
complimentary access to one the city’s
• We’re flexible and creative. We’re not largest and most comprehensive gyms,
bound by rules and regulations from a complimentary bicycles and more.
corporate headquarters thousands of
miles away. We have the freedom to
be creative and innovative to meet our
guests’ needs.

24

25

What Else
Do Our
Guests Say
About Us?

• We’re family friendly and take pride in
making families feel welcome.

• We’re committed to being
environmentally and socially
responsible from our bee colonies
to our herb garden, electric vehicle
charging stations, green roofs,
chemical-free cleaning products and
more – guests notice and appreciate
our green efforts. And we’ve received
a number of national, regional and
local awards and accolades for our
efforts. Being green is one of our core
principles and points of differentiation.

• We're locally owned and committed
to our city and community. Through
donations, in-kind gifts and service and
team member initiated voluntarism
we give back to the community we
live in enriching the lives of our team
members and the community.

26

27

WHAT
ARE
GENUINE THO

THE WAR

WORDS
THAT PERSONAL
GUESTS HOM
AWAY FR
HOM
USE TO
DESCRIBE DELICIOUS RESP
US

AND HOW WE DESCRIBE
OURSELVES?

28

OUGHTFUL FRESH FRIENDLY BEST HOTEL
RM I’VE EVER
UNIQUE STAYED IN
ME TO
ROM
BOSTON
ME
CREATIVE

CONSISTENT

FLEXIBLE

AUTHENTIC

PONSIVE BEST
OF
CLASS

BEAUTIFUL CARING

29

Who Do
We Compete
Against?

BUSINESS & LEISURE GROUP MEETINGS
Westin Waterfront Westin Waterfront
Renaissance Waterfront Renaissance Waterfront
InterContinental Boston InterContinental Boston
Hyatt Regency Boston Hyatt Regency Boston
Element Seaport District Marriott Copley
Aloft Seaport District Westin Copley
Envoy Park Plaza
Boston Harbor Hotel Hyatt Harborside
Park Plaza
30 Sheraton Boston

SOCIAL EVENTS WEDDINGS
Westin Waterfront State Room
Renaissance Waterfront Country Clubs
InterContinental Boston Boston Harbor Hotel
Hyatt Regency Boston Exchange Conf. Center
Marriott Copley Local Destination Venues
Westin Copley
Park Plaza
Boston Convention & ExhibitionCenter
Lawn on D

31

Summing
It All UP.
Our Brand
Positioning
Statement.

Our brand positioning statement is quite For all our guests and clients,
simply the “reasons why” a guest or and attentive service and am
client should choose Seaport. Our Locally owned, Seaport is Bo
elevator speech. At Seaport our brand flexible and responsive servic
positioning statement is as follows: As our name suggests, we ov
atmosphere and refreshing se
Seaport. SEA THE DIFFEREN

32

, Seaport provides a refreshingly different level of warm
menities that sets it apart from major brand competitors.
oston’s hometown hotel and is known for offering the most

ce in the city from Boston’s most experienced team.
verlook the Boston waterfront and our casually elegant
ervice keep our guests coming back time and again.
NCETM

33

BeyondBeyond Ser- ONE OF
vice. Why Else Do NEW ENGLAND’S
GREENEST HOTELS
Service.Guests Choose Us?
Why
Else COMPLIMENTARY
Do PARKING BOTTLED WATER

DAILY

Guests COMPLIMENTARY

ON-LINE NEWSPAPERS
AND MAGAZINES

Choose FLEXIB
Us?
OPTIONS

AND BAN

FOR MA

AND ALL

THOUGHTFULLY

DESIGNED GUEST

ROOMS WITH BEDSIDE

POWER AND

USB PORTS A SEASO

EXPERIEN

THAT KNOW

AND T

34

LOCATION UNIQUE OUTDOOR
VENUES AND

PARKS ON CAMPUS

ONE NIGHT

Y QUALITY OF FOOD COMPLIMENTARY
FOR BANQUETS VALET PARKING
FOR HYBRID CARS

R

COMPLIMENTARY COMPLIMENTARY WIFI

BICYCLES IN SEASON IN GUEST ROOMS AND

ALL PUBLIC AREAS

BLE DIETARY CITY AND HARBOR
S IN A LA CARTE VIEWS THROUGHOUT
NQUET MENUS ALL GUEST ROOMS,
AJOR DIETARY PUBLIC SPACES AND
LERGEN ISSUES MEETING/EVENT ROOMS

ONED AND COMPLIMENTARY
NCED TEAM FITNESS CENTER WITH
WS THE HOTEL
THE CITY INDOOR POOL,
STEAM-ROOMS

AND MORE

VARIETY OF
MEETING AND
EVENT SPACE

SERVICE-INCLUSIVE
(NO TIPPING)

35

How Do We
Deliver Extraordinary
Service
Consistently?

• We look for opportunities to greet our • We work as a team within our
guests with a warm smile and eye departments and with other
contact. departments to provide the highest
level of quality service and products
• We ask them how they are and how that are consistent with agreed upon
we can serve them. standards.

• We look for appropriate ways to • We use the Seaport Quality Process to
engage them in conversation look for ways to continually improve
and innovate.
• We provide our team members with a
powerful tool we call EMPOWERMENT • We use benchmarking tools such as
encouraging them to surprise and Medallia, TripAdvisor and Coyle to
delight our guests even if it costs measure guest satisfaction and to
money without seeking approval identify opportunities for improving
from their managers and we celebrate the guest experience.
the WOW moments they create for
our guests. • We provide a consistent guest
experience throughout the hotel and
• We look our best in terms of grooming in the products and services we provide.
and wardrobe and adhere to our
uniform and grooming standards

36

I’M A I LOOK
PROBLEM MY BEST!
SOLVER!

I’M A I MAKE THE O RDINARY EXT
SEAPORT
EXPERT! RAORDINARY I SMILE!

I WOW I GREET
THE GUESTS BY

GUEST! NAME!

I THANK
THE

GUEST!

37

Our Product
and Service
Development
Guidelines

One of the many benefits we have as an • Within budgetary guidelines provided by

independent hotel is that we are able your managers is it the best that it can be?

to create or our guidelines for our guest • Do I know what my competitors are doing

experiences. But we also need to make in the area and is this different and better?

sure that what we deliver is “on brand” for • Is it consistently executed throughout the

the Seaport Experience. hotel so that guests, meeting attendees

• To help each of us to determine what and event planners can rely on the same

is on brand for Seaport we should ask experience?

ourselves the following questions: • Is it authentic to Seaport?

1. Is what I am doing or creating a  Genuine

positive and memorable experience  Innovative

for the guest?  Fresh

2. If it is a public facing communication  Green

(print, digital, etc), it needs to have  Local and authentic

been designed and approved by • In developing new products and services

the Seaport marketing department. can I say yes to these three questions:

Please submit requests for projects 1. Is it consistent with the Seaport brand

to either Craig Cunningham or Lauri and the Seaport way of doing things?

Howe with a sufficient lead time 2. Is the graphic design, look and feel

(five working days at least). consistent with our brand standards?

3. Have all the departments and teams 3. Does it create a WOW experience

impacted by this agreed upon the that surprises and delights our guests

service and product deliveries before and clients?

it is approved and executed? 4. W as it created in collaboration with
4. If it is public facing has the sales/ the sales and marketing team? Note:
This is mandatory for all major projects.
marketing team provided input and
approved?

38

The Seaport Hotel has always been refreshingly different — a Positioning is the strategic thinking behind who we are and how
wonderful place to stay, to meet, to socialize, to dine. But it’s we want to be perceived. Positioning is a concept… and branding is
time to recharge our batteries, rejuvenate our thinking, and take what brings that concept to life.
our look and our service to a new level. It’s time for a Fresh Start!
What does this mean for us? Branding communicates our positioning both visually and verbally.
• A Fresh Start in the way we think about our guests’ experience It determines what our guests and prospective guests think of us
• A Fresh Start in developing new ways to serve them and differentiates us from other hotels in their minds. Our brand is
• A Fresh Start in what we provide…in our guest rooms, in our personality.

Wave, in Aura, Tamo, Seaport Café and Seaport Provisions, in Everything our guests see, read and hear about us, plus everything
meetings, weddings and events they experience with us, communicates something about who we
are. This extends from advertising to menus, web sites to room
We’re getting a décor, conventions to weddings.
fresh start!
A fresh new
That’s why we developed our Fresh positioning branding!
to capitalize on our strengths and unique
features. Fresh means Fresh Colors, patterns, photos and illustrations all leave an impression and
• On the ocean’s edge with fresh harbor breezes Seaport define our style. Here’s how we’re building our visual personality.
• An independent hotel, unrestricted by the mandates and Different
Alive Palette
“cookie cutter” style of chain hotels Fun We’ll be using bright, welcoming colors.
• A history of innovation, like being the first all non-smoking Warm
Icons & Patterns
hotel in Boston and one of the few to provide complimentary We’ve developed a series of icons or badges to denote our
WiFi different services. Drawn from the fantastic mythology of the sea,
• A service culture that is warm, natural, spontaneous, refreshing they are unique, elegant and totally contemporary.
• A commitment to keeping the planet fresh with Seaport Saves
What’s next? When so many hotels are so predictable, we want to reinforce
our independence and freedom to express ourselves differently.
Our Positioning Statement Our badges and patterns can be as subtle as sand or as wild as
Inspired by fresh ocean breezes and the innovative vibe of the Seaport the waves, but they will be distinctly, refreshingly Seaport, full of
District, the Seaport Hotel delivers experiences that are always fresh and whimsical sea creatures and Fresh references to Boston’s
creative. We have an energized and enthusiastic commitment to ensure seaport past.
every guest and client experience is refreshingly individualized, the
opposite of predetermined chain hotel experiences. Every single meeting, Surprising
wedding, meal and cocktail is created precisely for that guest, providing a
Innovative
How do you express our Seaportfresh experience each time.
Personal
personality in photos? Think

outside the box, then add a dose

of waterfront whimsy and offer

guests a compelling invitation to

experience the Seaport difference

for themselves.

Our photography, whether stock or

original, should always be charming

and/or whimsical.

39

Our Visual Look
And Standards

40

41

Our
Brand Graphic
Standards

Our Brand Graphic Standards are our visual identity t
and it's critical that we ensure that all our guest-facing
them. The following pages outline our graphic standa
collateral, signage, etc. must be designed and approv
marketing department.

42

to all our stakeholders
g materials adhere to
ards and all public-facing
ved by the Seaport

43

Seaport Hotel
Logo

ONE COLOR LOGO

KNOCK OUT LOGO

44

PANTONE 3015 CORPORATE COLOR

45

Seaport Hotel
Typography

Advertising fonts MAIN HEADLINE FONT

MAIN HEADLINE FONT AVENIR LITE STD 65 MEDIUM
AVENIR LITE STD MEDIUM
ALL CAPS
ABCDEFGHITERITAM IN
NIUS FORUNUM IN IAM USAGE EXAMPLE 1
PATUM POSTUS
THINGS START BUZZING SIZE - 15 PT
BODY COPY FONT WHEN OUR CHIEF STEWARD’S LEADING - 17 PT
AVENIR LITE STD LITE AROUND. KERNING - 0
LEFT ALIGNED
Teatideto vigiterehem terfexfds me cend
ucit, di publis hostimus, qui etimis, verum TAGLINE FOR ADS
Patorem in hosulum mo viri iu videm sulia?
Simur publiconsus essdfds et publicasdam AVENIR LITE STD 65 MEDIUM
horurore mo vit. Sernius, quis norur. Quam
dium terum ta poti, publinvocula nonsume ALL CAPS
cut verunum obus

SEA THE DI

46