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Explore the Highway with Hampton, "Save-A-Landmark" Program

California | This project was a recipient of a 2006 National Preservation Honor Award.| Posted: 10/12/2006

Overview
Hampton Hotels` red, white and blue logo represents what the company and its guests are about –American values. With more than 1,300 Hampton hotels along U.S. highways, 75% of guests travel by car. Faced with creating a community relations program that resonates with and attracts travelers, Hampton established the "Explore the Highway with Hampton, Save-A-LandmarkTM" initiative. Dedicated to restoring quirky, cultural and historical roadside attractions, Save-A-Landmark is a program that team members, the media and, most importantly, hotels and their surrounding communities have enthusiastically embraced.

Responsible for painting, cleaning and landscaping, as well as other preservation/beautification efforts, the refurbishments provide an outlet for Hampton employee-volunteers to get involved in their own backyards. Hampton researches landmarks in need, promotes sites and their importance, facilitates thousands of volunteer hours, donates supplies and provides matching monies – at an investment of $2 million toward the preservation of 26 landmarks in 23 states in six years.

Research
According to a 2003 Travel Industry Association of America (TIA) study, there is growing interest in "travelers` desire to experience cultural, arts, historic and heritage activities." In fact, more than 80% of U.S. adults who traveled in the past year are considered historic/cultural travelers. Additionally, Hampton learned through its "Explore the Highway" survey that 92% of guests think it is important to preserve roadside landmarks. Of those, 65% said they would be more likely to frequent a business that is involved with preserving landmarks, giving credence to the idea that good social responsibility is good business.

Implementation
Hampton realized that the issue of landmark preservation is larger than anticipated. America`s parks were getting two-thirds of the funding needed in 2003, leading to the deterioration of facilities, according to the National Parks Conservation Association. With funds dipping every year, landmarks are threatened by decay and in danger of disappearing. These sites could fade away forever without the support of donors.

Restoration Projects –Each project takes extensive planning and research, including:

  • Identifying unique landmarks that may disappear without assistance from the private sector
  • Creating relationships with the landmark owners/directors, working with contractors to secure work order details and determining the donation amount
  • Recruiting/organizing employee volunteers in the communities surrounding the landmarks
  • Conducting outreach to garner media for the landmarks, and Hampton`s role in helping to preserve American history
Encouraging Tourism – After the volunteers leave, owners report that their landmarks receive additional press attention in the months following, as well as a significant increase in the number of visitors. For example, in February 2005 when Hampton announced plans to refurbish Tulsa`s Admiral Twin Drive-In, the owner received such an overwhelming interest that he opened two months early. As a result, the theatre recorded additional income, more newspaper and broadcast coverage and sparked a renewed interest for the memories and fun associated with the drive-in experience.

The excitement generated often leads to additional movement, an influx of donations and ongoing media interest :

  • Due to the media coverage during the restoration of the historic Harsson-Goyer-Lee House in Memphis, the community rallied to donate an additional $35,000 in individual contributions. Additionally, the Memphis president of the Association for the Preservation of Tennessee Antiquities nominated the program for the Memphis Heritage Award.
  • In October 2005, 25 volunteers assisted in a makeover of the Jesse Owens Memorial Park outside of Decatur, Ala., to commemorate one of the world`s greatest athletes for his accomplishments on and off the track field. Hampton was able to affect public opinion and create a public call to action with two editorials challenging the community to bring more state and national attention to the park.
Save-A-Landmark has generated 5,000+ news articles and broadcast clips about landmark preservation, including CNN.com, Associated Press, New York Times Syndicate, American Spirit Magazine, National Geographic Travel and USA Today.

Accolades

  • 2006 - Recognized as winner of the Preserve America Presidential Award by President George and Laura Bush. This award is the ultimate distinction and honor.
  • 2005 - Selected as winner in the Public & Community Service category of the Odyssey Award from TIA, the greatest honor in the travel industry.
  • 2004 - Recognized by The Traveler`s Conservation Foundation and SMITHSONIAN Magazine as winner of the Sustainable Tourism Award in the preservation category. Hampton was the first hotel brand to win, and used its $20,000 award toward its first restoration in 2005.
Hampton isn`t resting either - it has set a goal to help restore a landmark in every state by 2010, saving another 24 landmarks.

For more information contact:

Cohn & Wolfe
Dawn_Verhulst@lax.cohnwolfe.com
8730 Sunset Boulevard, 5th Floor
Los Angeles, CA 90069
Phone: 310.967.2900