Home Publisher's Point of View A Property’s ‘Sense of Place’ is Worth Rewarding

A Property’s ‘Sense of Place’ is Worth Rewarding

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A little more than a week ago I posted an article about the launch of the Arizona Hotel & Lodging Association’s Certified Green Lodging Program (click here to read it). The program joins a growing list of city, state and regional green lodging certification programs. Those putting together the Arizona program borrowed parts of applications used in other state programs. For the most part, Arizona’s points-based system was first used in the Maine Green Lodging Certification Program.

What struck me about Arizona’s program is the addition of a unique application section called “Sense of Place.” It is something I have not seen in other city, state or regional certification programs. What is meant by sense of place? According to Wikipedia, it is a characteristic that some geographic places have and some do not, while to others it is a feeling or perception held by people (not by the place itself). “It is often used in relation to those characteristics that make a place special or unique, as well as to those that foster a sense of authentic human attachment and belonging,” Wikipedia says.

Rauni Kew, who is in charge of public relations and green programs at the Inn By the Sea in Cape Elizabeth, Maine, wrote eloquently about sense of place in a Green Lodging News column last year. (See article.) “Every hotel operates within a unique setting, comprised of its surrounding landscape, culture, history, people, native foods and natural environment,” Rauni wrote. “This medley of characteristics, or ‘sense of place’ can be a property’s most efficient and powerful tool for generating revenue, but this most important piece of sustainable hotel operation is often overlooked. A hotel’s sense of place should be as well integrated into operations as its communications or property management systems.”

Properties Rewarded for ‘Sense of Place’

The Arizona Hotel & Lodging Association, in its Certified Green Lodging Program application, rewards properties for the following: featuring Arizona-made furnishings or artwork in guestrooms or common areas; offering Arizona-specific tours or attractions for guests (e.g. historical tours, storytelling, lectures, cooking classes, spa treatments, etc.); offering locally grown/made items in property gift shop/boutique; giving back to the local community (e.g. toy drives, sponsor walks, donate charitable auction items, etc.); and featuring Arizona-specific architecture or property design.

Does your property offer a sense of place? In its design, artwork and furnishings? In the food or beverages that are served? In the guest programs and tours that are offered? How connected is that sense of place to the local natural environment? How well is sense of place marketed at your property, on your website, and in other places?

In the Global Sustainable Tourism Criteria, which was put together by a coalition of more than 40 organizations in travel and tourism, there are four criteria that fall under the category of “Cultural Heritage.” One in particular, the Code of Behavior, stands out. It emphasizes that respect for local cultures and historic locations must be observed, the impact on the built and natural environment must be minimized, and that visitors should be educated about the cultural customs, mores and beliefs of local and indigenous people.

I have visited many properties—many of them considered “green”—that are doing a great job creating a sense of place. Yet, I have stayed at other properties—some of them very “green” when it comes to energy and water conservation—that are about as bland and cookie cutter as one can get. It is exciting that the Arizona Hotel & Lodging Association is officially recognizing and rewarding sense of place in its Certified Green Lodging Program. It would be great if the other green lodging certification programs—no matter what geographical territories they cover—did the same.

What are your thoughts? I can be reached at editor@greenlodgingnews.com.

Advertising Opportunities in 2010

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