Seaport Hotel &
World Trade Center
The Seaport Brand Story
SEA THE DIFFERENCE SM
THE PURPOSE OF THE SEAPORT STORY
OUR MISSION STATEMENT & VISION
WHO ARE OUR STAKEHOLDERS?
WHAT SETS US APART FROM THE
COMPETITION? WHAT ARE WE
MOST PROUD OF?
HERE’S WHAT OUR GUESTS SAY
WHAT MAKES OUR SERVICE SO GOOD?
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
Page 28 HOW DO WE WORK WITH
WHO DO WE COMPETE AGAINST? Page 80
QUALITY AT SEAPORT. HOW DO WE
SUMMING IT ALL UP. OUR BRAND STAY ON TOP?
POSITIONING STATEMENT Page 82
OUR COMMITMENT TO CORPORATE
BEYOND SERVICE. WHY ELSE DO AND SOCIAL RESPONSIBILITY
GUESTS CHOOSE US? Page 84
HOW DO WE DELIVER Page 86
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
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.
IN FACT WE
A VARIETY OF
PART OF OUR
The first entirely smoke-free hotel
The first hotel to offer complimentary
WiFi in guest rooms and all public
The first hotel to be service-inclusive
The first hotel with an expansive
fitness facility complimentary
The first hotel with a major commitment
to being environmentally friendly
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.
of The Seaport
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
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
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.
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
Seaport's We lea
Vision We Ins
10 We Ha
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
Our Seaport Values are embodied in Accountability
the way we work together and with Ownership
Care for Team Members
Attention to Details
Open and Honest Communic
cation Challenge the Status Quo
Speak Your Mind
Development of People
Can Do Attitude
Give and Receive Feedback
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
OUR TEAM M
Seaport is com
with a workpla
The people wh
millions of dol
or 2,000, keep
In just a few sh
We are comm
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.
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.
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
mitted to making our owners proud of their investment in Seaport and
continuing to make Seaport great.
What Sets Us
Apart From the
What Are We Most
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
What Always a
Guests From hotel ap
Say is amazing an
location as we
20 restaurants an
One of ou
room was am
were also awe
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.
What Our status as a loc
Makes As a team we’re abl
So Our team members
Good? the globe and we re
all bring to Seaport
Unlike many other h
frequently, it’s not u
been here for 5, 10
more effectively as
greet our guests.
We empower our te
think best to serve o
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.
• 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
• 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.
DESCRIBE DELICIOUS RESP
AND HOW WE DESCRIBE
OUGHTFUL FRESH FRIENDLY BEST HOTEL
RM I’VE EVER
UNIQUE STAYED IN
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
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
Boston Convention & ExhibitionCenter
Lawn on D
It All UP.
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
, 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.
BeyondBeyond Ser- ONE OF
vice. Why Else Do NEW ENGLAND’S
Service.Guests Choose Us?
Do PARKING BOTTLED WATER
ROOMS WITH BEDSIDE
USB PORTS A SEASO
LOCATION UNIQUE OUTDOOR
PARKS ON CAMPUS
Y QUALITY OF FOOD COMPLIMENTARY
FOR BANQUETS VALET PARKING
FOR HYBRID CARS
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,
How Do We
• 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
• 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
I’M A I LOOK
PROBLEM MY BEST!
I’M A I MAKE THE O RDINARY EXT
EXPERT! RAORDINARY I SMILE!
I WOW I GREET
THE GUESTS BY
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
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.
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
“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
How do you express our Seaportfresh experience each time.
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
Our photography, whether stock or
original, should always be charming
Our Visual Look
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
to all our stakeholders
g materials adhere to
ards and all public-facing
ved by the Seaport
ONE COLOR LOGO
KNOCK OUT LOGO
PANTONE 3015 CORPORATE COLOR
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