Another popular event is Fashionably Late Thursdays, where local designers can share their latest looks. The Liberty produces the fashion show, which means footing the bill for professional hair, makeup, and models, and setting up lighting and music. “I come back on Thursday nights to run the show and keep the costs down,” Moniz says. In return, designers and boutiques promote the event via social media outlets and bring in a different demographic each week. Even though admission is free, the event draws 200 to 300 attendees who rack up food and drink sales on property. There’s also the payoff of building valuable community relationships and spreading awareness about the hotel.
The impact of the free events has contributed to the hotel’s positive performance, Moniz says. Although it depends on the event, she estimates that about 75 percent of attendees are locals. “I think it really helps boost room sales, especially weekend leisure business,” she says. “And the majority of our weekend leisure business is greater Boston.” While the Liberty is seeing an increase in occupancy in 2013, its comp set is not experiencing the same boost, according to Moniz.
“In terms of programming setting us apart from competition, no other hotel is doing this,” she says. “No other hotel has an event every single day of the week that’s complimentary while still providing a community service opportunity.”