The Market at the Roger Smith Hotel Pop-Up Program

Season: 2009-Present

In 2009, The Roger Smith Hotel was looking to drive incremental revenue via its street level retail space and commissioned The Lionesque Group to craft a rotating pop-up program for emerging brands and artists, consistent with the ethos of the hotel culture.

Goal: The goals of the effort was to help re-energize the property and drive new discovery opportunities for hotel guests, as well as the local community.

Lionesque: The Lionesque Group was involved in ideation, naming, and program development subsequent to launch. TLG’s activity has revolved around brand lifecycle management and social media coordination.

Outcome: Over the past decade-plus, the program has grown into utilizing multiple on-site retail locations with tenants that typically commit to 1-3 month periods. Now a comprehensive street level program, The Market consists of four pop-up shops, including an entertainment space. Bringing international boutiques and creative businesses to the property, the program perpetually showcases fresh merchandise, creative entertainment, and development for locals and guests. There have been over 100 activations on-site across a wide variety of categories which have driven incremental media coverage to the hotel, as well as the ancillary revenue streams they were hoping to achieve. Some activations have included, but are not limited to Prince Tennis, Mira, Ode de la Rose, Cat Footwear, National Peanut Board, and more.