Darren Ross is the COO of Magic Castle Hotel in Hollywood. Built in 1957, Magic Castle isn't exactly the modern, amenity-filled experience that modern travelers are used to. As Darren says, "We don't have an elevator. We don't have a bar. We don't have a restaurant. We don't have room service. We don't have a gym. We don't have a spa. There are a lot of things we don't have that are part of our story."
There is one thing they do have: Darren. And he knows that even with all these limitations, he can still find ways to entertain his guests.
To make Magic Castle a one-of-a-kind experience, Darren drew from his own childhood traveling experiences. He couldn't control what they didn't have, but he could create a happy, nostalgic experience full of 1950s charm.
First, they added a free snack bar filled with every kid's dream: potato chips, pretzels, popcorn, granola bars, and full-size candy bars. Then, they added a free DVDs menu, a free laundry service, a free beverage bar, and a free soft-serve ice-cream machine - where visiting kids get to choose the flavor for the day.
For me, thought, the best part of the Magic Castle experience was the free popsicle hotline.
This ingenious idea started with poolside service on silver trays a few times a day and grew into a red phone mounted on the wall right by the pool that calls directly to the front desk. If someone picks up that phone, they receive an array of delicious popsicles, stat. Guests take their pictures with them. Kids search for the phone on check-in. As Darren says, "It's playful. It's fun. It's inexpensive for us. It's a conversation piece, and people are talking about it."
This is how scripting can help control the context. With fun waiting around every corner, guests don't focus on the facility. They focus on the value and uniqueness of the experience.
Also, it saves Magic Castle tons in marketing costs. Darren doesn't need to spend a lot to advertise. His guests do it for him through tons of repeat business and referrals. That's how Magic Castle can keep its occupancy rate in the nineties - something unheard of for a small, independent hotel from another era.
If you want that Magic Castle magic, look at what assets you have, and ask how you can use them to entertain your future fans and create a better experience. It doesn't have to be big - just thoughtful.
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