LA’s hospitality scene is nothing short of dynamic, and whether you’re a new establishment or an iconic hotspot, the competition can be fierce. Comms leaders in this space must stay up on the fast-changing landscape to keep their clients top of mind for a discerning crowd. Read on to learn about the latest trends in LA hospitality, from guest expectations to the details that differentiate the best locales from the rest.
The post-pandemic effect
“With Covid finally in the rear mirror, an increase in social media usage and the rising prices of pretty much everything, LA residents are on the hunt for not only an experience when they go out, but to be completely satisfied with the taste and quality of their meal,” says Mallory Molinski, founder of Beverly Bond. “Angelenos want to go to restaurants and bars that provide an exciting ambiance that they can enjoy in the moment and also take Instagram-worthy photos for lasting memories. When cocktails cost $20-$30, they want them to look good, taste good and provide a noticeable buzz. As for food, they want fresh ingredients, unique flavors and the ability to plate-share with friends.”
Live music at Tatel Beverly Hills (Beverly Bond)
Katherine Kerr, founder of K.K. Communications, has seen something similar: “While many hospitality destinations are opting for protocols and technologies that create barriers between guests, I think most people who frequent these spaces in a post-COVID landscape are not only expecting to receive thoughtful and personalized offerings but are actively seeking and willing to pay premiums for more community-led experiences and opportunities to connect with others on a deeper level,” she says.
Strategies for standing out
Local restaurants and bars are doing innovative work to not only stand out in this saturated space, but also keep guests coming back. Molinski has seen it all: “Businesses have implemented strategies such as pre-fixe pricing (three-course lunches for $29), adding an element of if-you-know-you-know (having the business located in a secret alleyway), making their food and drinks an experience (lighting cocktails on fire, tableside preparation of dishes), making the food beautiful (abundant garnishes, elevated plating), making the venue a place that transports guests elsewhere (themed decor, live musicians) and having a curated, active presence on social media (high quality photos, variety of photos, attention-grabbing reels, influencer collaborations).”
Tuna cigars at Crustacean Beverly Hills (Beverly Bond)
Establishing longevity
As for scaling, take a cue from Kerr; “One of my clients, Great White, has been able to successfully scale to three distinct locations across Los Angeles due to their well-rounded and consistent blend of interesting art, architecture, design, music and a variety of options as it pertains to both food and beverage that feature high quality, locally sourced ingredients, and a growing list of talented makers and collaborators. Through this thoughtful, 360-approach, they’ve been able to cement themselves firmly as a staple within an ever changing landscape.”
Great White Melrose (K.K. Communications)
Know your audience
While the industry as a whole is catering to shifts in consumer preferences, there are nuances for marketing hospitality businesses in LA specifically. “With how much access everyone in Los Angeles has to different domains, it’s not enough to have a one-sided hospitality concept anymore,” says Kerr. “These days, you need a unique point of view on not only your approach to hospitality and food and beverage programs but also your approach to community, atmosphere, and design to effectively capture key audiences.”
Molinkski reminds us exactly who these key audiences are, and what they’re after; “As a city known for the desire to see-and-be-seen, the look of the venue and its food tends to matter more than other cities. Additionally, any sort of ‘exclusive’ factor draws LA customers in.”
The hospitality world as a whole was rocked during the pandemic, and now true leaders in the space are impressing consumers – and the industry – with creative offerings and memorable experiences that are both on-trend and out-of-the-box.
