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The Purple Hotel

Purple Hotel 1.jpg If you grew up on the north side of Chicago or in the north suburbs sometime in the last 40 years, you probably remember "The Purple Hyatt" in Lincolnwood, Illinois, a shrine to Sixties Kitsch Style. I actually remember going there to visit family friends when I was about 6, circa 1965. Even then I could tell it was tacky!

By the time I worked at the Hyatt corporate office in the early '90's, The Purple Hyatt had become "The Purple Radisson," and no one at Hyatt could mention the hotel without a sigh of relief that it was no longer associated with our brand. After all, this hotel was sort of a local joke.

But I drove by there yesterday, and saw a twist on the branding of this property that is, at the least, amusing. The hotel is no longer The Purple Hyatt or The Purple Radisson—it's The Purple Hotel. Why apologize for an architectural anachronism? Embrace it!

Steve Yastrow posted this on 01/31/05.

Comments

That's exactly right...branding, product-centric positioning;probabaly not what the consumer wanted. Or was it? Hmmm, I wonder?

Posted by Wendy at January 31, 2005 9:53 PM

Well, turning lemons into lemonade is always a good strategy, but I'm sorry to report that it appears that the Hyatt and Radisson have both jettisoned the Purple Hotel from their inventory. If you go to http://www.purplehotel.com/ you'll find that it has no corporate branding at all, so it's one of those rare independently owned venues.

"We feature fully renovated and tastefully furnished guest rooms. To ensure that you are completely comfortable, each guest room is spacious and provides a number of amenities to meet the needs of today's traveler. All rooms have an oversized work desk, two dual-line telephones with data port and voicemail, high speed Internet access and state-of-the-art electronic key security system. "

Who knows, maybe the interior isn't as kitsch as you remember either, Steve. :-)

Posted by Dave Taylor at January 31, 2005 11:22 PM

I live not too far from the Purple Hotel and have wondered about that place for ages. A couple years ago I attending a starving artist art sale at the place. I can't remember how it looked inside, but I did get a really nice painting.

Tim

Posted by Tim at January 31, 2005 11:55 PM

Yeah, the website was lame, but I'm still amused.

I called and they told me that the owners decided not to renew their Radisson contract, but instead to go it alone.

Posted by Steve Yastrow at February 1, 2005 1:41 AM

maybe they should have called it the Purple Heart.

Posted by Erik at February 1, 2005 9:24 AM

It seems smart. It got you talking about it for free, didn't it? I just wonder if this influenced a certain colored-cow book? :-)

Posted by James Shaw at February 1, 2005 9:27 AM

Tell Seth Godin. He will love it.

Posted by felix gerena at February 1, 2005 9:29 AM

True story.

Boy Scout Troop 26 in Tulsa was called "The Eagle Factory" for SO many years. (As if that was a bad thing. It's not like the achievment was any easier there than anywhere else!)

A few years ago they had a new T-Shirt designed and made up. And guess what was proudly printed front and center... "The Eagle Factory".

Posted by Gerald Buckley at February 1, 2005 12:58 PM