What

What

by Jeanne Lynne Starling, ASID
Wimberly Allison Tong & Goo

The concept of theming, like many aspects of the hospitality business, has evolved in recent years. Until recently, themed resorts have been conceived primarily as replications of historical periods or places. The trend now is toward creating themes based on lifestyle and local culture or based on an entertainment-oriented storyline. Either one of these approaches, "lifestyle" or "storyline" can lead to a result that is fresh and uncontrived.

To be successful in expressing a themed environment of any type, a resort must be consistent in uniting all aspects of the property with a single vision and identity. Strong themes permeate not only the site and its landscape but also the architectural and interior details, the activities offered, the amenities, food service, and wayfinding signage and graphics. Each of these elements—down to the smallest component—provides an opportunity to communicate the theme.

Lifestyle theming

Some of the projects recently designed by WATG/Pamela Temples Interiors are distinguished by the thematic treatment of a particular lifestyle. David Wally's Resort and Hot Springs, located in Nevada, took its design direction from the therapeutic natural hot springs on the property. Designers chose to detail the interior of the units and common areas with hand-hewn furnishings, carved to resemble natural tree forms in a rustic ranch styling. Stone fireplaces and ceramic tile with a hand-molded effects were selected to complement the wood textures. Art selections, fabric patterns, and accessories were designed as organic forms found in nature, such as leaves, sticks, and other botanical motifs. The interior colorations—autumnal and earthy—were intended to resonate with the surrounding earth, sky, and springs.

Similarly, a lifestyle theme was chosen by WATG/PTI to help shape the renovation of Kauai Coast Beach Resort in Hawaii. Taking the lead from existing structures - with their steep, wood-shake roofs and exposed timber trussing — as well as from prominent coconut palms scattered throughout the site, designers chose the "Hawaiian Home" as a lifestyle theme that would guide the resort's interior design decisions. Designers deliberately blurred the line between outdoors and indoors, consistent with the way in which the people of Hawaii live in their homes. Each of the vacation units orients itself toward the ocean, pools, and flowering foliage. The interior spaces reflect an eclecticism of furniture styles and appointments from the many Polynesian and Asian cultures that have made their home in Hawaii. Fabrics and materials in classic leaf green, hibiscus red, and gold are found in patterns mimicking leaves, flowers, trees, and birds and are mingled with textures such as koa wood, lava rock, and bamboo. The experience is designed to evoke the comfort and tropical beauty of a family retreat with a view of the Pacific Ocean.

Storyline theming

Themed projects developed around a storyline involve spinning an entertainment-based script that is influenced by actual history, culture, legends, and myths of an area. To be done well, the fantasy continually must be referenced within the project, so guests become immersed in the theme and the fantasy feels real.

In designing a vacation ownership resort, in Branson, Missouri, WATG/ PTI scripted a story around two semi-fictional families that settled the property and the legacy they left behind for future generations.

At The Palace of The Lost City, in South Africa, 38 legends were created, which, in turn, inspired the design. "In an age long ago, a nomadic tribe settled in a valley where the sun shone warm and bright, where fresh water quenched their thirst, and the land yielded plant and animal for substance. One day, the sky grew dark, and then the earth consumed the beautiful city. Many centuries passed. Then, using the modern methods, skills, and resources of experts from all over the world, the city was restored. The Lost City had been found."

At the end of the day, it doesn't matter whether any of these legends are real; a well-crafted story and a design that embodies it turn fiction into fact for guests and visitors.

The future of theming

When it comes to the hospitality industry in general and vacation ownership in particular, there is a constant challenge to attract more people, keep them happy, and bring them back. Theming offers benefits in this regard:
A theme creates an identity for your property, distinguishes it from its competitors, creates positive vacation memories, and provides an escape from everyday concerns.
A theme that focuses on a target market with a particular lifestyle will aid in attracting and retaining specific clientele.
Today's vacation ownership buyer often anticipates a themed experience as a distinguishing characteristic of the club they have joined.
When a project is constructed in phases, a common theme binds the new areas to the existing one and maintains a sense of cohesiveness.
A resort property appearing very different from home is experienced as an entertainment environment — a real getaway.

Making fantasy feel real

A themed resort experience should not resemble a bad trip through a time-travel machine. To do it well, consider these guidelines:

Use a theme that is a natural complement to the location of the project, its target market, and activities readily available in that locale. Cultural authenticity is a unique and appropriate theme.
Allow the climate and geographical location to inspire and influence styling. Use the surrounding environment as a springboard for the design.
Provide activities that appeal to a well-defined target market. When the target is families with children, be sure to provide a sufficient variety of activities designed for several age groups, including multi-generational activities.
If using a "storyline " theme, use references to the storyline or script within the architectural and interior styling, furnishings, artwork, landscaping, music, food, and amenities to provide a seamless appearance of the theme throughout the property.
Resort personnel can reflect and enhance any theme. Those who interact with guests are playing the role of ambassador, and genuinely warm hospitality is part of every successful hospitality project.
Customized signage is a functional way to convey and reinforce a theme. Often this aspect is not addressed until later stages of the development and, consequently, is not well thought out. Providing generic signage is a missed opportunity to reinforce and enhance the theme.
Don't forget the other aspects of your project. Even the most perfectly crafted theme cannot compensate for a poorly-planned property that has operational deficiencies.

Getting the design team on board early

Finally, it takes an inspired design team with not only the creativity but also the technical know-how to create successful themed environments. When the entire team is selected early in the planning stages, all the players can be brought together in an intensive session to define the strategic plan (including theme) that will reign over all aspects of the project. One of the primary purposes of the initial design workshop is to outline an approach that will ensure continuity and consistency between all the elements of the project to be developed. In this way, the theme becomes integral to the success of the property, not applied as an afterthought.

The investment in up-front research and coordination of the design team is measurably less than costs associated with a series of band-aids applied to a poorly themed project after it has floundered.