Helen Jorgensen is the client everyone wants. Not only is her passion and knowledge of the industry undeniable, but she holds a coveted role: as vice president of design and procurement for Host Hotels & Resorts, one of the industry’s leading real estate investment trusts and owner of hotels, she is responsible for all procurement and purchasing related matters, as well as design management and design firm qualification for Host’s 150-strong portfolio, mostly divided across major brands such as Marriott, Westin, Sheraton, Ritz-Carlton, and Hilton. Now the company is trying its hand at independent properties with three boutique properties in the works in San Francisco, Philadelphia, and Phoenix. Here, Jorgensen talks early jobs, achieving balance between form and function, and the importance of storytelling.
How did you end up in hospitality?
My first experience was at Marriott’s architecture and construction division upon completion of a graduate certificate in administrative management at Harvard. I found it invigorating and dynamic. The importance of the partnerships between procurement, design, and construction for the success of each project really excited me and catered to my business background. Add in the artistry of design, and I was hooked. Unfortunately, after several years, the hospitality industry went into a downturn cycle, and I moved to another opportunity at Telecommunication Techniques. That move gave me insight into manufacturing, which later became a strength.
After that role came 11 years at Disney media in strategic sourcing. What made want to get back into hospitality?
I realized the hospitality industry was the most engaging industry I had experienced. I set out for opportunities when Host Hotels & Resorts, Inc. opened a new position in development, design, and construction for a director of procurement. From my previous positions, I was able to bring new insights in procurement and design by understanding the business side and adding a long-term process to the renovations by engaging in operation issues, durability of product, and partnership programs, which were lacking in hospitality, especially on the owner’s side.
After more than a decade at Host, what are some secrets to success?
I don’t believe there are any secrets, but the opportunity to be working with great people at Host—from development, design, and construction to asset management. The next ‘secret’ layer is the strong partnerships we have in design, architecture, procurement, suppliers, and project management. The final detail is the open communication and collaboration that builds upon these relationships. The base of this collaboration is through the Strategic Supplier program. I developed it shortly after joining the company, and it’s now becoming a full strategic partnership program with design and architecture.
A rendering of the lobby of Host’s Logan, Philadelphia’s Hotel, which will be
part of Hilton’s Curio Collection. Photo © Host Hotels & Resorts, L.P.,
Rendering by Dawson Design Associates.
What have been some of the biggest changes in the industry—and the resulting challenges—since you started out?
In supply management, some of the biggest changes have been in manufacturing from local factories to overseas to trying to become local again. A lot of the talent has to be redeveloped locally, which takes time. Another real challenge is capacity with today’s strong market being stretched both in production and in labor with our suppliers and consultants. Everyone is busy and all projects have tight schedules, which only adds stress in the process.
In design, there are three areas of change which create the challenges we face: creative reuse, or how to make the big impact on partial renovation projects with limited time and budget; finding the balance between form and function, or how to keep finishes durable enough for our investment while maintaining design; and the growth of the boutique and non-branded hotels and how to create authentic, unique design experiences and utilize technology properly.
You say you are most proud of the fact that Host is developing the Axiom Hotel in San Francisco and the Logan in Philadelphia (both opening this fall), along with another lifestyle property in Phoenix. Why was the decision made to go independent for these boutique properties, and what has the process been like?
We believe a reimagined independent luxury experience will reintroduce our storied property as the vibrant hub of the city. As we explored the best positioning of the [Logan for example], we did not believe any of the brands allowed the individuality to deliver the type of authentic Philadelphia experience we were looking to offer.
A rendering of the library at Host’s Axiom Hotel in San Francisco, set to debut
this fall, operated by Kokua Hospitality. Photo © Host Hotels & Resorts, L.P.,
Rendering by Stonehill & Taylor.
It is truly a challenge to meet the tight renovation schedules for a new hotel, yet create an authentic experience for the guest. Each one of our boutique hotels is totally different. Success depends on the collaborative effort between all parties, inside and out, on the multiple levels required to create this unique connection for the guest. With this development comes the additional challenge of specifying unfamiliar or new materials or designs. These new designs and materials take additional time for Host and the designers/architects to vet, review, and find the right suppliers and contractors. Unfortunately, the schedule does not change.
What do you look for in a collaborator?
A designer or supplier needs the understanding that our relationship is beyond traditional. It is an understanding of the long-term and a mutual trust between all parties.
Overall, our partners must be able to listen and take direction, but also push the design when needed and know when to stop that push. They support our process and are a team player, even with their competitors. Our expectation is that everyone plays nicely in the sandbox. It is about honest and open communication.
From an owner’s perspective, what is the one thing designers should pay more attention to when designing a hotel?
To find that right balance between their creative design and the investment and operations of the hotel. No matter how wonderful the design is, it needs to work well on many levels. Some questions design teams need to ask during development: What adjustments could be made to bring more value to our investment but keep true to the concept? What materials will be more durable for longevity of the product, yet provide the right aesthetic? Will the design result in added costs for the operations team on a long-term basis?
The lobby lounge, shown here in a rendering, of Host’s yet-to-be-named lifestyle
property in Phoenix, which will reopen by the end of the year as part of Marriott’s
Autograph Collection. Photo © Host Hotels & Resorts, L.P.,
Rendering by Stonehill & Taylor.
You spoke at this year’s HD Expo about the importance of storytelling. How do you integrate that into your projects?
Storytelling is the basis of the design and hotel concept. It provides a venue to develop the design on a more authentic level. As the design and hotel pillars progress, the story clarifies decisions for overall design and service levels. That story can be retold throughout all areas, such as lobby bar, function spaces, and spa to achieve cohesiveness and authentic guest experience. It provides clarity and solutions to the design and to experiential challenges.
This approach has been integrated into many of our new hotel renovations. With our boutique hotels, however, it is most strongly driven since the entire hotel is being redeveloped. The Logan’s story is on the true Philadelphian. Philadelphia is a city of firsts, and the hotel will express these discoveries through a detailed art program created by local artists. The Axiom’s story is inspired by the historic elements of San Francisco’s art and architecture and will incorporate high-tech customized amenities that combine the city’s turn-of-the-century history with its modern ambiance and technology. Our lifestyle hotel in Phoenix will be ‘delivering refined revelry.’ The hotel promises not only an elegant urban respite, but also a vibrant and engaging experience for those who prefer to add a bit of flavor to their business and distinction to their play.
Today’s customers are looking for more than just a great bed and a consistent quality level. They are looking for one-of-a-kind, inspired, and local experiences, and the best hotels will deliver the best of the cities they are a part of.
