A hotel in Santa Cruz has found a unique way to fill their rooms and help local musicians at the same time.
If you’ve ever been to the Santa Cruz Boardwalk, you’ve probably seen the Dream Inn. It’s a 60’s era hotel right that sits right on Cowell Beach where each room comes with an ocean view balcony and, more importantly nowadays, a view of the pool deck.
"We have a perfect set up to do a show because our pool deck is right at the bottom of all these rooms, so the majority of our guest rooms overlook the pool deck. So during these vertical concerts, they act as the stage," explained Dan Smart, the hotel’s marketing director.
Hotel guests can watch live music from the safety of their own balcony as if they are in a private suite at an arena, while a band performs by the pool below.
They’re calling it the "vertical concert series" and despite the downturn in tourism, the hotel has already sold out their rooms for a St. Patrick’s Day concert featuring the Black Irish Band.
"What kind of concert can you go to where you can order a burger or salmon to be delivered right to you?"
The hotel first tried out the concept with a Halloween concert featuring the band Los Lobos, and sold out within three days. Guests got into the spirit by putting up decorations on their balconies.
Casey Beyer with the Santa Cruz Chamber of Commerce said it’s encouraging to see a hotel attract guests with creative thinking.
"This is another way we can do it correctly, safely and it actually brings in the revenue that supports the hotel, their employees and the community."
It’s a unique solution to a troubling problem.
In an area dominated by tourism, many businesses have taken a major blow.
"The hit was at least 50 percent over the whole year," said Kamala Allison, the owner of the eco-conscious boutique Fyber Bamboo in downtown Santa Cruz.
The store has successfully pivoted to online sales but the in-store revenue was cut in half, which is why she is excited to hear that hotels are attracting guests again.
"Our business is 100 percent affected by every other business downtown."
Beyer said he estimates that 10-20% of Santa Cruz businesses may not survive the pandemic, but he is optimistic for those can hang on just a bit longer.
"I can’t predict anything but I think we will see an uptick of tourism coming back to Santa Cruz and in the coastal areas."
Allison expects not just an uptick but a possible surge once the pandemic is in our rearview mirror. "After the Spanish flu came the Roaring 20’s, and we may experience our own version of that."
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