Business View Magazine | Volume 8, Issue 11

87 BUSINESS VIEW MAGAZINE VOLUME 8, ISSUE 11 The California Collection further illustrates how each of CH&R’s hotels has its own unique identity and amenities. In Orange County, The Inn at Laguna Beach boasts 70-rooms and a coveted location perched directly above Laguna’s Main Beach, while the 36-room Laguna Beach House offers a cozy coastal vibe reminiscent of a surfer’s retreat just steps from the water. In contrast, Carmel-by-the-Sea’s historic 75-room hotel, La Playa Carmel, features turn-of-the-century charm, award-winning gardens, and commanding ocean views, while the 30-room Hotel Carmel offers quaint seaside surrounds and a charming potted succulent garden in heart of the village. “Each property creates a unique experience specific to the hotel and destination,” Dille affirms. Under CH&R’s management, Dille’s marketing team has the freedom to try things that other professionals in the hospitality industry can’t or won’t. She credits the privilege to a certain authoritative effect the CH&R brand produces. “We have the legitimacy of people with a lot of experience in the industry and we can trust in that,” she maintains. “But then we also have the benefit of a freedom to experiment. Whether it is our marketing campaigns, programming at the hotels, or especially with design. Sometimes our owner will take a risk and say, ‘Yeah, this might totally fall flat, but I think it’s worth trying.’ We focus on the idea of pursing what we like to call ‘strategic failures’, that we can learn from, quickly course-correct as needed and arrive at a result that works for us. It’s a constant and iterative process, which yields great and sometime unexpected results.” The group’s concern for the planet is also visibly expressed through most acts of business. As part of CH&R’s ongoing commitment to environmental responsibility and sustainability, they’ve proudly partnered with 1% for the Planet, a globally-recognized alliance that encourages businesses to give 1% of their sales or income to an environmental nonprofit. “We became a member in 2018 and then had the pleasure CLASS I C HOTELS & RESORTS