Defining award-winning,
luxury hospitality in
Charleston, SC

Charlestowne Hotels is a top-tier management company for independently-owned hotels across the United States.

One of its properties is The Spectator Hotel in Charleston, SC which—since its opening in 2016—has won multiple awards, most recently being named #1 Hotel in Charleston by Travel & Leisure.

As the lead writer on the Spectator’s brand strategy team, my work shaped the core elements of the brand.

The Personal Butler,
an Opportunity & Challenge

One of the existing differentiators for the hotel was their commitment to delivering a high-touch experience for guests through personal butlers. The challenge for us was to translate this one-of-a-kind experience into a brand idea that could be enhanced throughout every part of the hotel experience.

Their manifesto, then, became something like this [certain parts redacted]:

“… A perfect juxtaposition, The Spectator is a meticulously curated combination of historic Charleston culture and luxurious urban amenities… Elegance over excess, discreet service over gaudy sensation, we anticipate our guests’ desires and service their every need, so they can look and feel their very best.”

While not ultimately chosen for the brand, the tagline “At your service” is still one that I feel communicated all that the hotel had to offer its guests.

Practical applications

Defining a brand is one thing, but our team has found that property managers crave tangible applications that help them bring the brand to life. These Sensory and Operational Ideas provide the framework for them to delight their visitors and elevate the experience into something truly memorable.

We shared many ideas, here are just a few:

• Google Home/Amazon Echo/smart speaker set to guests’specifications by the butler
• A leather-bound guestbook in the library with a peacock feather quill
• A single peacock feather keepsake for guests to find in the room
• Visiting Mixologist
• Personalized farewell keepsake is given to each guest upon checkout (nominal value ~$20) – given in Spectator gift bag (“We know you enjoyed the dining at FIG during your stay. Here’s a bottle of their signature cocktail sauce as a reminder of your visit to Charleston”)

Similar credits and work performed

• The Alida — Savannah, GA
• Inn at Carnall Hall — Fayetteville, AR
• HarbourView Inn — Charleston, SC

Also served as the supporting writer on nearly a dozen more.