Experiental Retailing

Experiential Retailing:

Courtyard Dallas Allen at the John Q Hammons Center

April Bass

University of North Texas

SMHM 3950.002

February 16, 2011

Experiential Retailing:

Courtyard Dallas Allen at the John Q Hammons Center

On Saturday, February 12, 2011, my boyfriend, Tom, and I stayed at a limited service hotel. The Courtyard in Allen is located at 210 East Stacy Road, Allen, Texas 75002. I chose to stay at a hotel, because I wanted my specific field of study to be analyzed. I chose the Allen Courtyard, because it is about ten minutes from my house. The hotel was built in 2009, and I thought this was an opportunity to try it out. Lastly, I chose the hotel, because I am a Marriott Courtyard employee. I was able to save money with a discount.

My initial observations of the hotel were that it still looked new and has a modern architecture with precise lines and curves. The surrounding area is an urban setting. Therefore, shopping, restaurants, and events are in walking distance. The interior had a nice boutique feel. The colors used are warm and relaxing. Lastly, the layout of the property allowed for a continuous flow. My initial observation was that I was excited to have a relaxing night.

Goods Sold and/or Services Provided

The hotel is a balanced product. Its basic object is to provide the subject with a private room that includes a bed and a bathroom. In this sense, the hotel is utilitarian in nature because it provides the subjects with the necessity for survival and safety, but the hotel is also hedonic in that it provides a plethora of amenities and décor that creates a warm and relaxing environment.

The hotel provides four types of rooms: a king bed with a sofa bed with or without a balcony, two queen beds, a two room suite, and a one room suite. The rooms range from $99 to $144 on the weekend. Each room has a mini-refrigerator, microwave, 32-inch LCD LG television with remote control, coffee-maker, iron and ironing board, alarm clock radio, two...