Having been built in 2007, the Proximity Hotel is a relatively new addition to Greensboro. The way the designers and architects went about the building was by using a less-is-more approach. For example, in many areas of the hotel, there were cement columns running from the floor to the ceiling, as well as cement on the walls. Instead of covering up these portions with sheet-rock, the Proximity chose to be unconventional by keeping the original appearance in order to show off its natural beauty, as well as to cut costs.
Since the Proximity is the first Platinum LEED certified green hotel in the US, its mission is to provide a luxurious experience to its guests through sustainable practices. One of the ways that they accomplish this is by heating the entire hotel’s water system by electricity solar panels on the roof produce. I believe the Proximity attracts two kinds of customers. The first kind of customer is anyone who is really appreciative of/involved in sustainable practices or being “green.” The second type of customer would most likely be business people or families who want to stay in a high-end, high quality hotel during their stay in Greensboro.
The Proximity values unique and modern designs, budget conscious yet forward thinking, and of course, being environmentally friendly. I believe their results are very positive because based off of today’s tour of the hotel, we were able to see exactly how they kept green, and we saw how beautiful and impressive the interior of the building was. Having learned that the solar panels save the hotel thousands of dollars a year, the Proximity is definitely achieving their goals and appealing to more and more customers and its name and popularity grow.
The customer’s values are very similar to the hotel’s values, which is yet another reason as to why their result is a successful one. Their customers value and look for a beautiful hotel to stay in- for one night, it is over 200 dollars per room. When you are paying that much to stay in a hotel for on night, you assume you are going to have a relaxing and luxurious stay. Their customers, particularly the green-thinking customers, also value the fact that the company is doing so much to achieve the high standards required by the Platinum LEED program.
This hotel is only seven years old- is has a many years to look forward to and build up a reputation that will stand up amongst common hotels such as the Hilton or Marriott. However, since it is one of three in the nation of its kind, it is already ahead of the game in terms of having a competitive edge (President Obama even stayed there as opposed to other options). This hotel needs a unique plan to accommodate its business practices, and after seeing the business process today, I can say it is definitely working on a plan to keep it progressing in the hotel industry while staying true to its mission and values.
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