Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts, business improvement districts and tourism groups each month. Check back here regularly for new interviews.
Finding the Unique Experiences: Sara Harper’s Leadership through Innovation and Inspiration
The tourism and hospitality industry is all about delivering an amazing experience to visitors and guests. What could be more fun than that? Well, those of us behind the scenes know there is a lot that goes into ensuring quality, consistency and value. Sara Harper understands that. As the corporate director of marketing and e-commerce for KSL Resorts, Sara’s focus is ensuring KSL offers unique experiences that her team can share with returning and potential visitors to their properties around the globe.
KSL’s philosophy is that “in every detail is an opportunity, if you simply know how to uncover it.” You can find this approach in everything they do – from the diverse properties they own and operate, to running the business to consistently deliver imaginative solutions to their guests and higher margins to their shareholders.
One example of finding opportunity in a special detail is when KSL started the renovation of Beachcomber in Waikiki (which is part of Outrigger Hotel Group), the team there saw an opportunity to bring the property to life and express the local culture through an “Originals” program. It brought in artists, musicians and other “makers” from the area, which authentically connected the resort to its community and created one-of-a-kind experiences for the guests.
KSL has properties throughout the U.S. and in Europe, Africa and Asia. Recently, a new set of six hotels on California’s Central Coast was added, bringing this new geographic area of opportunity to their impressive portfolio.
Sara’s tenure with KSL Resorts began working at the hotels leading marketing teams and efforts. She was director of marketing for the beautiful and storied La Quinta Resort and PGA West. Then, after a transformative three-year stint in Australia, where she honed her craft as the managing director of a guerrilla marketing agency, she returned to the U.S. and KSL. As the director of marketing at the legendary Hotel del Coronado, Sara spearheaded two rebrands and played a pivotal role in the go-to-market strategy for the master plan renovation, a testament to her strategic prowess and innovative spirit.
With two decades of hands-on hotel experience under her belt, Sara’s journey with KSL Resorts took a new turn as she transitioned into a corporate role within the commercial team, leading marketing and e-commerce efforts. While KSL Resorts is not a consumer facing brand in the traditional sense, their goal is to always leave resorts better than they found them. As stewards of the hotel assets, Sara feels it is important to ground them into their communities, create an authentic experience for guests based on a sense of place and find inspired team members to deliver those experiences. Some exciting things underway for the Central Coast properties include:
- Creating partnerships to bring mobile coffee truck pop-ups to the hotels and around the community.
- Unveiling some beautiful new branding for the Central Coast hotels, and investing in these properties to express new stories through signage, landscaping and a brilliant sense of arrival.
- Completing the Paso Robles Inn renovation, including stunning new guest rooms in addition to the ballroom/1889 House renovation and garden beautification.
When asked her favorite aspect of her current role, she answers without hesitation, “Hands down my team. Serving them is everything to me. They inspire and teach me.”
Looking to the future, Sara is excited about KSL Resorts’ continued growth, eagerly anticipating the addition of new properties to the portfolio. With each new endeavor comes the opportunity to expand her team with top-tier talent and explore innovative approaches to hospitality marketing. She also sees potential for growth and transformation. From embracing remote work models to leveraging technology for seamless e-commerce experiences, the industry is ripe for innovation.
You can learn more about Sara’s remarkable journey and her contributions to the hospitality industry on LinkedIn. Find out more about KSL’s Central Coast Collection, or visit the individual hotel websites: