New to the resort, however not new to the world of hospitality, Christopher Jaycock is infusing new life into this buzzworthy resort. Opened in 2019, W Aspen was simply hitting its prime when the pandemic struck. It was the primary new resort for the world in practically twenty years. Though the resort did robust enterprise in recent times (given its ski-in, ski-out location and the rising need for spending time outside), Jaycock helps to orchestrate a contemporary begin for the property.
It’s virtually like a second grand opening with revitalized meals and beverage applications, partnerships with iconic manufacturers and the style and music trademark for which the model is thought.
Jaycock joined the resort in June of this 12 months, however has an illustrious profession with hospitality manufacturers like 4 Seasons, Ritz-Carlton and The Rittenhouse in Philadelphia (a member of The Main Inns of the World) amongst others. W Aspen, initially modeled after the well-known W Verbier in Switzerland, is without doubt one of the smaller resorts within the model portfolio and the one W in Colorado, but it surely definitely makes its mark in Aspen. Jaycock offers Pursuitist a behind-the-scenes peek at what the resort envisions for the approaching years.
What are your plans for the resort within the coming 12 months?
The world has modified up to now few years. Persons are searching for out of doors journey alternatives, and so they need approachable experiences the place they are often themselves. Aspen, like different out of doors locations, ramped again up a lot sooner than different components of the world, and now we have been lucky to have extra time with vacationers following the pandemic to study what they need.
That is form of like a second grand opening for us. We will begin from scratch to ship the experiences individuals need. One of many main focal factors in the meanwhile is relaunching our meals and beverage experiences. We’re ditching the thought of formal, fancy eating in favor of inventive fare that spans a wide range of style bud sorts. W Aspen is an apres-ski, all-hours snack and drink spot. We’re embracing the happy-hour, late-night vibe. Right here, you possibly can nonetheless get meals all the best way as much as midnight.
A completely new crew within the kitchen helps us with that so that folks can order a chunk to eat at any hour of the day. The chief chef involves us from W Dubai – The Palm. Whereas many new objects shall be on the menu, we’re bringing again some tried-and-true favorites. We heard from so many previous visitors and guests that they miss our “big-ass” pretzel. That’s coming again!
How does W Aspen match into the vacation spot’s hospitality footprint?
Aspen will not be what it was a decade in the past. It’s not the house of millionaires, however now of billionaires. We fill a void on the town as a result of we’re not the normal Aspen resort. There’s nothing else like us on the town. W Aspen is each approachable and enjoyable whereas becoming into W’s framework of trend, trendsetting design, music and epic journey experiences.
We now have a symbiotic relationship with the opposite resorts on the town. Guests to our mountain city have a wide range of lodging sorts that match their type of journey. We actually like that we provide one thing so totally different. For instance, we’re the one resort on the town to have bunk mattress rooms, that are very fashionable with associates touring collectively, bachelor and bachelorette teams, and households. We even have a number of multi-bedroom residences with kitchens, eating rooms and personal entry to a rooftop terrace and whirlpool.
At W Aspen, individuals can really feel comfy being themselves. The inside design is each playful and intentional, and now we have many areas that encourage gathering with associates. We need to be a vacation spot for locals to come back and hang around in addition to for vacationers searching for the perfect resort expertise. Constructing that reference to the city is essential.
Coming quickly is a brand new cocktail program for The Grotto, our soundproof lounge simply off the foyer. Initially designed to be a nightclub, the area is now standard with non-public occasions and pop-up boutiques. This winter, the area will grow to be the “it spot” for individuals to take pleasure in drinks, nice music and a speakeasy-type ambiance that befits the W model.
There isn’t a pretense right here, and other people can really feel comfy having an area beer whereas sitting subsequent to somebody ordering an costly bottle of Champagne. Something goes. We’re all about experiential hospitality, and now we have a number of plans within the works to make that occur.
W Aspen has quite a few model partnerships, inform us about that.
Constructing partnerships with notable manufacturers helps construct our fame as a spot for everybody to come back and be themselves. Already, visitors can take part within the BMW partnership now we have the place visitors can borrow our home vehicles to drive across the mountain. Every year, the automotive model provides newer vehicles for visitors to expertise.
Coming quickly is Aspen’s first-ever agave occasion, which can embrace mezcal, tequila and different comparable agave spirits. This is without doubt one of the hottest drinks within the space. Informally, we see that the three high drinks in Aspen are in all probability champagne, tequila and vodka. At W Aspen, tequila drinks are particularly standard with margaritas the primary drink ordered on the bar. Ultimately, we need to have the largest single barrel assortment within the Rockies throughout tequila, bourbon and rye.
On the rooftop, now we have partnerships with totally different beverage manufacturers for bottle service and drink specials. Earlier this 12 months, we labored with Choose Aperitivo to supply a well-liked apres-ski expertise that proved to be a success with guests and locals. The roof terrace, bar and lounge is open to the general public. We now have a heated pool, whirlpool and loads of lounge area to work, calm down or play. Throughout the hotter months, it’s fairly the celebration scene.
Is Marriott Bonvoy a giant driver of enterprise?
Sure, we see lots of people staying with us to redeem their factors on a household or romantic trip. Actually, in the course of the summer season and winter months, we’re virtually at all times bought out on weekends. With such an immense resort portfolio, individuals actually recognize the breadth of alternative they’ve, and we need to ship the high-end expertise they anticipate after they redeem their factors right here. Friends can even earn factors when paying an eligible price, which helps them get towards their subsequent trip sooner.
The place do you need to see the W Aspen in ten years?
I hope it has secured its place as a melting pot for locals and visitors, each the visiting the ski bums and the billionaire non-public jet set. This needs to be the place the place you possibly can have probably the most enjoyable within the Rockies. We now have extra exterior area than most resorts on the town. We envision this changing into an much more standard vacation spot than it already is.