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 sturdy enterprise in recent times (given its ski-in, ski-out location and the rising need for spending time outdoor), Jaycock helps to orchestrate a recent begin for the property.
It’s nearly 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 Motels of the World) amongst others. W Aspen, initially modeled after the well-known W Verbier in Switzerland, is without doubt one of the smaller lodges within the model portfolio and the one W in Colorado, however it actually makes its mark in Aspen. Jaycock provides 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 elements of the world, and we have now been lucky to have extra time with vacationers following the pandemic to study what they need.
That is type of like a second grand opening for us. We will begin from scratch to ship the experiences folks need. One of many main focal factors in the mean time is relaunching our meals and beverage experiences. We’re ditching the concept of formal, fancy eating in favor of artistic 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’ll be able to 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 gadgets might be on the menu, we’re bringing again some tried-and-true favorites. We heard from so many previous friends 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 is just not 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 may be nothing else like us on the town. W Aspen is each approachable and enjoyable whereas becoming into W’s framework of style, trendsetting design, music and epic journey experiences.
We now have a symbiotic relationship with the opposite lodges 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 talked-about with mates 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, folks can really feel comfy being themselves. The inside design is each playful and intentional, and we have now many areas that encourage gathering with mates. We wish to be a vacation spot for locals to come back and hang around in addition to for vacationers searching for the best 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 house is now well-liked with personal occasions and pop-up boutiques. This winter, the house will turn into the “it spot” for folks 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 folks can really feel comfy having a neighborhood beer whereas sitting subsequent to somebody ordering an costly bottle of Champagne. Something goes. We’re all about experiential hospitality, and we have now plenty 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 repute as a spot for everybody to come back and be themselves. Already, friends can take part within the BMW partnership we have now the place friends can borrow our home vehicles to drive across the mountain. Every year, the automotive model provides newer vehicles for friends to expertise.
Coming quickly is Aspen’s first-ever agave occasion, which is able to 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 prime drinks in Aspen are in all probability champagne, tequila and vodka. At W Aspen, tequila drinks are particularly well-liked with margaritas the primary drink ordered on the bar. Finally, we wish to have the largest single barrel assortment within the Rockies throughout tequila, bourbon and rye.
On the rooftop, we have now 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 successful 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 house to work, loosen up or play. Throughout the hotter months, it’s fairly the celebration scene.
Is Marriott Bonvoy an enormous driver of enterprise?
Sure, we see lots of people staying with us to redeem their factors on a household or romantic trip. In reality, through the summer time and winter months, we’re nearly at all times bought out on weekends. With such an immense resort portfolio, folks actually recognize the breadth of alternative they’ve, and we wish to ship the high-end expertise they anticipate once they redeem their factors right here. Friends may earn factors when paying an eligible fee, which helps them get towards their subsequent trip sooner.
The place do you wish to see the W Aspen in ten years?
I hope it has secured its place as a melting pot for locals and friends, each the visiting the ski bums and the billionaire personal jet set. This must be the place the place you’ll be able to have probably the most enjoyable within the Rockies. We now have extra exterior house than most lodges on the town. We envision this turning into an much more well-liked vacation spot than it already is.
