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  • Photo by Matt Roth.Heather C. Jackson Public Relations Manager for Centerstage stands in for a portrait of  the theater's Creative Director, Kwame Kwei-Armah, Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 252.JPG
  • Photo by Matt Roth.Heather C. Jackson Public Relations Manager for Centerstage stands in for a portrait of  the theater's Creative Director, Kwame Kwei-Armah, Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 250.JPG
  • Photo by Matt Roth.Heather C. Jackson Public Relations Manager for Centerstage stands in for a portrait of  the theater's Creative Director, Kwame Kwei-Armah, Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 230.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director Derrick Sanders, left, talks with playwright Kwame Kwei-Armah's during rehearsal of the later's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013. Assistant director Sakina Ansari-Wilson listens in...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 183.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director Derrick Sanders, left, talks with playwright Kwame Kwei-Armah's during rehearsal of the later's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 197.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director Derrick Sanders, left, talks with playwright Kwame Kwei-Armah's during rehearsal of the later's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 195.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director Derrick Sanders, left, talks with playwright Kwame Kwei-Armah's during rehearsal of the later's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 194.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director Derrick Sanders, left, talks with playwright Kwame Kwei-Armah's during rehearsal of the later's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 144.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director, Derrick Sanders, left, discusses a scene with actors (L-R) Charlie Hudson, III, James Ludwig, and Jessica Frances Dukes during rehearsal of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 054.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director, Derrick Sanders, left, discusses a scene with actors (L-R) Charlie Hudson, III, James Ludwig, and Jessica Frances Dukes during rehearsal of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 053.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Director, Derrick Sanders, left, discusses a scene with actor Jessica Frances Dukes during rehearsal of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 041.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 317.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 308.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 306.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 305.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 296.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 295.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 289.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 288.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 286.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 280.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 277.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 271.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 269.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 267.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Dramaturgy of Kwame Kwei-Armah's play "Beneatha's Place" lines the wall of one of the theater spaces in Centerstage in Baltimore, Maryland on Thursday, April 25, 2013. The space, which is where the plays rehearsals are usually staged are staged for a gala. ..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 245.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Dramaturgy of Kwame Kwei-Armah's play "Beneatha's Place" lines the wall of one of the theater spaces in Centerstage in Baltimore, Maryland on Thursday, April 25, 2013. The space, which is where the plays rehearsals are usually staged are staged for a gala. ..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 242.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Dramaturgy of Kwame Kwei-Armah's play "Beneatha's Place" lines the wall of one of the theater spaces in Centerstage in Baltimore, Maryland on Thursday, April 25, 2013. The space, which is where the plays rehearsals are usually staged are staged for a gala. ..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 240.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Dramaturgy of Kwame Kwei-Armah's play "Beneatha's Place" lines the wall of one of the theater spaces in Centerstage in Baltimore, Maryland on Thursday, April 25, 2013. The space, which is where the plays rehearsals are usually staged are staged for a gala. ..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 238.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) Jessica Frances Dukes, James Ludwig, Beth Hylton, and Jonathan Crombie rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 221.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) Charlie Hudson, III, Jessica Frances Dukes, James Ludwig, Beth Hylton, and Jonathan Crombie rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 155.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Derrick Sanders directs during the rehearsal of Kwame Kwei-Armah's play "Beneatha's Place" in Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 119.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) Jessica Frances Dukes, James Ludwig, and Jonathan Crombie receive notes during  rehearsal of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 117.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actor James Ludwig, rehearses part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering. The play's dramaturgy adds to the discussion of American race relations...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 108.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actor James Ludwig, rehearses part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering. The play's dramaturgy discusses American race relations...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 107.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) Charlie Hudson, III, Jessica Frances Dukes, James Ludwig, Beth Hylton, and Jonathan Crombie rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 096.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors James Ludwig, left, and Charlie Hudson, III, right, rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering....Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 035.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) James Ludwig, Charlie Hudson, III, and Jessica Frances Dukes, rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering....Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 009.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 304.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 282.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 274.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater. He is photographed at Centerstage  Thursday, April 25, 2013...
    130425 Kwame Kwei-Armah 270.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Dramaturgy of Kwame Kwei-Armah's play "Beneatha's Place" lines the wall of one of the theater spaces in Centerstage in Baltimore, Maryland on Thursday, April 25, 2013. The space, which is where the plays rehearsals are usually staged are staged for a gala. ..Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 243.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) Jessica Frances Dukes, James Ludwig, Beth Hylton, and Jonathan Crombie rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 217.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Playwright Kwame Kwei-Armah watches during rehearsal of his play "Beneatha's Place" in Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 122.JPG
  • Photo by Matt Roth.Assignment ID: 30141716A..Actors (L-R) Jessica Frances Dukes, and James Ludwig, rehearse part of of Kwame Kwei-Armah's play "Beneatha's Place" at Centerstage's 6th floor rehearsal hall in Baltimore, Maryland on Thursday, April 25, 2013, two weeks before premiering...Kwame Kwei-Armah is the executive director of Centerstage in Baltimore and a playwright whose "Beneatha's Place" explores related territory to "A Raisin in the Sun" and "Clybourne Park." He's programming them all together at his theater...
    130425 Kwame Kwei-Armah 113.JPG
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts, and his son Michael Fuerstman, right, co-founder & creative director of Pendry Hotels -- an off-shoot of Montage -- stand for a portrait in the Sagamore Pendry Baltimore Model Room.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_445.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts, and his son Michael Fuerstman, right, co-founder & creative director of Pendry Hotels -- an off-shoot of Montage -- stand for a portrait in the Sagamore Pendry Baltimore Model Room.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_412.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the Sagamore Pendry Baltimore Model Room.<br />
<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_384.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts, left, and his son Michael Fuerstman, co-founder & creative director of Pendry Hotels, right, -- an off-shoot of Montage -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_215.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, left, and his father Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts, right, -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_218.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts, left, and his son Michael Fuerstman, co-founder & creative director of Pendry Hotels, right, -- an off-shoot of Montage -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_187.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, left, co-founder & creative director of Pendry Hotels, and his father Alan Fuesterman, middle, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. The hotel's general manager David Hoffman, right, leads the tour with a tablet showing renderings of what the spaces will eventually look like. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_148.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_116.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_082.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, right, co-founder & creative director of Pendry Hotels, and his father Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel with Patrick Sutton, middle, the hotel's interior designer. <br />
<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_070.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts, and his son Michael Fuerstman, right, co-founder & creative director of Pendry Hotels -- an off-shoot of Montage -- stand for a portrait in the Sagamore Pendry Baltimore Model Room.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_484.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts, and his son Michael Fuerstman, right, co-founder & creative director of Pendry Hotels -- an off-shoot of Montage -- stand for a portrait in the Sagamore Pendry Baltimore Model Room.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_480.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts, and his son Michael Fuerstman, right, co-founder & creative director of Pendry Hotels -- an off-shoot of Montage -- stand for a portrait in the Sagamore Pendry Baltimore Model Room.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_488.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the Sagamore Pendry Baltimore Model Room.<br />
<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_403.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, left, co-founder & creative director of Pendry Hotels, and his father Alan Fuesterman, right, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the Sagamore Pendry Baltimore Model Room.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_393.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_263.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, left, co-founder & creative director of Pendry Hotels, and his father Alan Fuesterman, right, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. The hotel's interior designer Patrick Sutton, middle, joins them on the tour.<br />
<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_257.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, left, co-founder & creative director of Pendry Hotels, his father Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel grand staircase with the hotel's interior designer Patrick Sutton, and general manager David Hoffman, and Wall Street Journal reporter Andrea Petersen.<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_223.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts, left, and his son Michael Fuerstman, co-founder & creative director of Pendry Hotels, right, -- an off-shoot of Montage -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_191.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, left, co-founder & creative director of Pendry Hotels, and his father Alan Fuesterman, middle, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. The hotel's general manager David Hoffman, right, leads the tour with a tablet showing renderings of what the spaces will eventually look like. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_121.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts, left, and his son Michael Fuerstman, co-founder & creative director of Pendry Hotels, right, -- an off-shoot of Montage -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_119.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_093.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, tours the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_062.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, right, co-founder & creative director of Pendry Hotels, and his father Alan Fuesterman, left, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel. <br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_059.jpg
  • Baltimore, Maryland - December 15, 2016: Michael Fuerstman, co-founder & creative director of Pendry Hotels, right, and his father Alan Fuesterman, middle, Founder and CEO of Montage Hotels & Resorts -- Pendry's parent company -- tour the construction site of the new Sagamore Pendry Baltimore Hotel with Patrick Sutton, left, the hotel's interior designer. <br />
<br />
<br />
Hotel companies often start a new brand to expand their business without confusing customers or diluting other brands. How do companies decide when to launch a new brand and how do they do it? Montage Hotels, a popular luxury hotel company, is unveiling Pendry, a lower-priced more boutique brand in Baltimore and San Diego in January and February. The company is struggling with how to take the best bits of Montage - where room rates average $700 per night - but do them at a lower cost for Pendry, where rates will be closer to $300. At Pendry, for example, guests will not be escorted to their rooms like they are at Montages. (This cuts down on staffing costs for the front desk.) Rooms will be smaller and bathrooms simpler, with just one sink instead of two and no tub. Pendry rooms will feature automatic minibars that automatically charge guests when they remove an item. This cuts down on staff costs, but can annoy guests.<br />
<br />
<br />
CREDIT: Matt Roth for The Wall Street Journal<br />
Assignment ID:
    161215_Sagamore_Pendry_Baltimore_035.jpg
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