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The Plaza lures guests with “The Great Gatsby” premiere efforts

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March 19, 2013

Fairmont's The Plaza in New York

Fairmont Hotels & Resorts’ The Plaza, New York, is taking guests back to the Jazz age with special offers to celebrate the hotel’s role in the film adaptation of F. Scott Fitzgerald’s “The Great Gatsby.”

The hotel is celebrating the movie’s opening May 10 by integrating speakeasy themes into its lounges and restaurants, having the costumes and props from the movie on display, selling themed gift items and creating a new suite dedicated to Scott and Zelda Fitzgerald. These offers help The Plaza show off its elaborate history and cultural role.

“[The celebrations] add another layer to the rich history and cultural importance of The Plaza,” said Cynthia Scherer, the director of sales and marketing for The Plaza, New York.

“Visitors at The Plaza, whether they are overnight guests or simply enjoying a meal or cocktail, have another reason to visit and experience The Plaza as it was in the 1920’s since we have always kept the integrity of the design in place,” she said.

“In celebrating the release of Baz Luhrmann’s interpretation of The Great Gatsby, we are also celebrating the legacy of this great American novel, which we are proud to be a part of.”

The roaring ‘20s
Fitzgerald and his wife Zelda were known to be frequent patrons of The Plaza, which is likely why it was a setting in The Great Gatsby.

The hotel is paying tribute to the author by creating The Fitzgerald Suite that was designed by the new movie’s Oscar-winning production designer Catherine Martin.

The 900-square-foot suite on the 18th floor will feature an Art Deco design. It will be furnished exclusively by Restoration Hardware to include period pieces.

Also, the suite will offer images from the film and the author’s books.

Reservations will be accepted starting April 22 for stays on May 10, the day the movie opens, and onward.

The hotel is also giving guests the opportunity to drink and dine like Jay Gatsby beginning March 20.

The hotel’s Champagne bar is being transformed into a Moët Pop-Up Bar, which will offer a special cocktail made exclusively for The Plaza called the Moët Imperial Gatsby.

There will also be a Moët & Chandon Champagne Cart to emulate the experience of Mr. Gatsby’s infamous parties.

The Rose Club will offer “Gatsby Hour” on Wednesday and Thursday evenings with a live jazz band and a prohibition-inspired speakeasy menu that will offer Grand Marnier, 10 Cane Rum, Hennessy, Glenmorangie and Belvedere. The cocktails will be offered in engraved Plaza flasks.

Also, the Todd English Food Hall will offer various ‘20s-themed cocktails and food in a “Brunch Like Gatsby” weekend menu.

The shops at The Plaza Food Hall will sell ‘20s-era treats, such as a s’more macaroon.

The Plaza Boutique will offer a large selection of items centered on the movie and the Fitzgeralds, such as a handkerchief with a Plaza logo, 1920s bar ware, art deco-styled ornaments, framed prints and copies of the novel and other books about the era. The items will go on sale April 10, the date that the book was originally published.

In addition, costumes and props from the movie will be displayed at the hotel beginning on April 10.

The property is also offering Caudalie Grape Gatsby Treatments at its Caudalie Vinothérapie spa to help guests recover from nights out. Various treatments help with hydration, skin radiance recovery, restoration and relaxation.

Since there is much built up anticipation surrounding the movie premiere, The Plaza will likely benefit from its themed offers.

“There is a lot of excitement surrounding the release of The Great Gatsby, so The Plaza provides a great backdrop for all these special events, amenities and the new Fitzgerald suite,” said D.M. Banks, director at DMB Public Relations, New York.

Not just for tourists
The hotel also promoted its history and significance in the story with its holiday celebrations.

The Plaza encouraged locals and tourists to view 2012’s holiday tree through a collaboration with the production designer of The Great Gatsby.

Ms. Martin created the theme of the hotel’s second annual celebrity-designed holiday tree. The Plaza is also introduced Fitzgerald Tea for the Ages at The Palm Court café, which is one of the settings in the movie as well as a venue frequented by the Fitzgeralds (see story).

The Plaza is attracting tourists and locals with its Gatsby celebrations and offers by incorporating its history into the experience to maximize its exposure from the movie release.

“Since The Plaza has such a rich history in New York, these offerings present another reason for locals and tourists alike to visit The Plaza and experience a piece of history with their exceptional staff going above and beyond to provide a unique Great Gatsby experience,” Mr. Banks said.

Final take
Erin Shea, editorial assistant on Luxury Daily, New York 

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Erin Shea is an editorial assistant on Luxury Daily. Her beats are apparel and accessories, government, home furnishings, legal and privacy, nonprofits and retail. Reach her at erin@napean.com.

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