here’s a bestseller on the market entitled How Not to Look Old by Charla Krupp, designed for the middle-aged woman who wants to appear as the best, most modern version of herself. In a similar vein, pre-Gen-X era hotels are taking a hard look at their banquet and catering spaces in the interest of self-preservation and industry positioning. “How not to look old” has become the mantra of the established hotel in the competitive meeting and event industry. But what’s a 30-year-old hotel to do? How can older hotels compete with newer, more stylish properties? Here, an award-winning design firm offers useful tips on updating these challenging banquet and catering spaces.

1 FLEXIBILITY & PERSONALIZATION
“It’s more than just aesthetic concerns,” says James Carry, design director of Wilson Associates, a Dallas-based architecture and design firm with offices in five international locations. “Meeting planners want not only attractive design but also a high level of flexibility and personalization in conveying their message—and they want the ability to showcase that message in the freshest, most captivating way possible. It’s a bit like theater, with all the components in place: staging, lighting, sound, multi-media elements. Banquet and catering spaces have to offer flexibility for a number of purposes in a very demanding marketplace.”

Wilson Associates has worked with several hotel clients in retrofitting and upgrading existing meeting and event space. At the Hilton Americas–Houston, the firm made changes to a pre-function group reception area by adding a dramatic Chihuly-inspired lighting fixture set against a bank of video monitors. The monitors convey both textual and graphic information about the corporate client and meeting details. A big statement was achieved with a reasonable budget, and it has been popular with both meeting attendees and planners. At the Crescent Hotel Dallas, the ballroom is currently being redesigned to include new soft touches and a more contemporary, sophisticated neutral color palette.

2 SPACE & BUDGET
Still, what can an older hotel do if existing space or budget present limitations? Carry suggests that hotels evaluate how well their clients’ needs are being met and address budget and design challenges from there.

3 CEILINGS
“Older ballrooms often feature one or two fixed points for meeting presentation—maybe a head table and projection screen as typical features. Meeting planners are now asking for extremely flexible spaces, with the option of many dramatic, multimedia presentation points in the room,” says Carry. “Our new designs have featured ‘non-ceilings’ with options for hanging screens or signage, as well as multiple sources of power. Older hotels are well-advised to take a look at any revisions that can be made in ceiling design. Consider adding ceiling booms and additional power points, if possible.”

4 FINISHES, LIGHTING, CARPETING
The simplest, most effective redesign ideas a hotel can consider lie in the modernization of finishes, wall coverings, lighting, and the addition of custom-designed carpeting. Banquet and catering spaces need to be refreshed with a less institutional look, and artwork can be utilized in both meeting rooms and ballrooms to achieve a more residential atmosphere. The flexibility to change meeting space from a brightly lit to a more ambient evening environment is important. Adding cove lighting, decorative wall sconces, and “statement” chandeliers is a relatively quick fix for older hotels looking to upgrade their overall design.

5 ACOUSTICS
Acoustical concerns are significant, and air walls are often inadequate in providing sound-proofing between rooms. These may require replacement or substitution of new sound-absorbing surface material on the air wall itself. Fabric-wrapped panels can be added to a ballroom or meeting space, simultaneously upgrading aesthetic and acoustical design. Hotels should also consider an evaluation of sound systems. A consultant can offer specific solutions to limitations in existing design and inadequate sound integrity.

6 SEATING
Stackable chairs in meeting rooms are often uncomfortable and worn and may need to be replaced with more contemporary designs. Newer metal fabrications in chairs feature more “give,” comfort, and durability.

7 SIGNAGE
A very simple and affordable change can be made in signage outside ballrooms and meeting space with the addition of flat-panel video monitors. These monitors act as multimedia signage and are more dynamic than outdated placards. Their messages can be personalized for clients and can include informative and motivational text, as well as exciting visuals. “None of this is rocket science, but it makes a big difference in perception,” Carry says.

Trisha Wilson, President/CEO of Wilson Associates, offers a takeaway message to hoteliers seeking to redesign existing banquet and catering spaces: “No longer are woven Axminster carpet, damask wall coverings, and crystal chandeliers the norm. We are now creating open ballroom ceilings with floating chandeliers and strategically placed hang-points that are hidden in the void pockets, audio-visual plug-ins, and the most intricate computer-programmable capabilities. The beauty of this is the room can be an educational space by day and an elaborate, themed venue at night with laser shows, fireworks, and water features. Hiring a design team that knows theatrics and can incorporate them into the meeting venue is crucial to the outcome of the space.”

Nancy Fox is a frequent contributor to HOTEL F&B.