The hotel gift shop of the past may have been considered a necessary nuisance. But at Hilton Garden Inn (HGI), the old paradigm has been replaced with Pavilion Pantry, a lobby store designed to operate like a separate business.

When Hilton reintroduced Hilton Garden Inn in 1996 (originally launched as the CrestHil brand in the late 1980s), a lobby store became integral to the concept, and it has continually evolved to meet changing customer preferences. No two are identical, but all are designed with three goals in mind: to offer perks to Hilton HHonors guests, to accommodate guests as an extension of food and beverage, and to offer extras for meeting attendees.

“Based on comment cards, we believed we didn’t have the right product mix, so, in 2006, we huddled up to find a way to make the scores go up,” says Tony Marsilio, director of F&B, Hilton Garden Inn Brand Performance.

THE LOOK
“In addition to new mandated offerings through the Eat Well, FRESH, and TASTY programs, a big change is the space itself,” says Marsilio. “As the brand grew, so did the footprint.” Initially, the store was a 36-by-46-inch wall with hooks for sundries such as combs, toothbrushes, and shampoo. Now, the prototypical Pavilion Pantry is approximately 10 feet deep by 7 feet wide and opens to the lobby, usually near the front desk. Newer stores have dark wood cabinetry, enhanced by one mandatory red wall. “The red color is a big hit,” Marsilio says.

Black wire baskets for displaying products add a contemporary touch and replace the old hooks. A single-door refrigerator holds ice cream and frozen dinners that guests can microwave in their rooms. A two-door refrigerator holds drinks, salads, and sandwiches. Despite this standardization, some differences exist across properties, depending on space and regional preferences.

CAPITAL CONNECTIONS
“Located in suburban Washington, D.C., we host many kids’ groups on field trips to the nation’s capital,” says Steve Steinberg, GM of the HGI Fairfax, Virginia. “These groups, by far, use the store the most. But it’s also very popular with people holding meetings in the lobby.”

The airy lobby, divided into several seating areas with a massive two-sided stone fireplace as a focal point, provides an appealing ambience for business and leisure guests. “It’s always full of activity,” Steinberg says.

This store is managed and maintained by the front office director, who is responsible for purchasing and replacing inventory. General restocking is done twice daily, with inventory purchases occurring monthly. HGI offers a one-stop purchasing option, but the Fairfax property often stocks up from a local supermarket or discount store.

There are a few special features at the Fairfax store, such as an elegant wood wine rack with glasses that is placed against the red wall. Chilled beer and wine, which sell for $4.25 to $20 a bottle, are in the larger refrigerator.

Not everything sells, of course. Steinberg mistakenly thought his favorite peanut butter and jelly sandwiches would be popular. And they no longer stock cameras. But he says that since implementing the Eat Well, FRESH, and TASTY programs, revenues have gone up considerably, especially in the last several months.

HONORED GUESTS
Lon Breedlove, GM of the HGI Boston/ Waltham, believes Pavilion Pantry is “a remarkable concept, resulting from a combination of products, presentation, and the economy. In the past nine months, our sales have gone up 40 percent.

“It also strengthens our Hilton HHonors program,” says Breedlove. The front desk clerk is empowered to offer two complimentary bottles of water to these guests at check-in. In addition, a letter acknowledging their special status, along with a $5 gift certificate for items such as water, cookies, or a savory snack, are placed in the guestroom.

“The FRESH program, offering house-made sandwiches, salads, and a fruit-and-cheese platter, guarantees fresh products,” Breedlove says. A logoed, dated sticker is placed on the packaging and checked daily. If an item is unsold after 48 hours, it is removed.

The Boston/Waltham store does not offer alcoholic beverages. With a bar open until 11 p.m., that’s not an issue. The store does sell Boston Red Sox paraphernalia, popular in this college town on the outskirts of Boston.

SEE IT HERE FIRST
“HGI LAX/El Segundo [California] is a prototype property where many Pavilion Pantry concepts are tested,” says GM Maurice Casaus. The new FRESH panini were tested there, for example.

“The store is especially attractive to guests arriving from the airport after 10 p.m., when the restaurant is closed,” Casaus says. Alcoholic beverages, enjoyed in the lobby and guestrooms, are big sellers, as are cheese and other snacks purchased for children on weekends.

A recent innovation tested at the LAX property is a spring-loaded device that pushes items to the front of display areas. “It’s a labor-saving tool that also improves presentation,” Casaus says.

Hotel lobby stores will certainly continue to appeal to guests, who are spending more time in lobbies to work and eat. The economy may also be a factor. Guests now have another option besides the restaurant, given the beautifully designed HGI lobbies with their atriums, stone fireplaces, and upscale furniture are there to provide comfort when guests need it.

Margaret Rose Caro is editor of HOTEL F&B.