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  • Baltimore, Maryland - December 15, 2016: A bas-relief of Maryland thoroughbred Native Dancer hangs on the Sagamore Pendry Baltimore Model Room wall. The horse, made famous by television in the 50’s, was raised & trained by Vanderbilt family at Sagamore Farms, the largest farm in the state of Maryland. Bas-reliefs of the famous Preakness Stakes winner will be in all the rooms. <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_302.jpg
  • Baltimore, Maryland - December 15, 2016: The mini-bar in the Sagamore Pendry Baltimore Model Room features national, international, and local Baltimore beverages.<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_400.jpg
  • Baltimore, Maryland - December 15, 2016: The Sagamore Pendry Baltimore Model Room shows a refined, yet simple shower. None of the standard rooms will offer baths, only the suites. In addition to maximizing space, they found that most travelers rarely took baths in hotels and preferred showers.<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_395.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:<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_369.jpg
  • Baltimore, Maryland - December 15, 2016: The construction site of the new Sagamore Pendry Baltimore Hotel is a former recreation pier, and film set to NBC's "Homicide Life on the Street" and the dance movies "Step it Up," I & II. <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_364.jpg
  • Baltimore, Maryland - December 15, 2016: A light fixture in the entry room to 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_293.jpg
  • Baltimore, Maryland - December 15, 2016: The view from one of Sagamore Pendry Baltimore Hotel's luxury suites shows an infinity pool overlooking the Inner Harbor giving a clear view of the Under Armour complex. Kevin Plank, Under Armour's owner, is a major benefactor of the site's development. <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_259.jpg
  • Baltimore, Maryland - December 15, 2016: The construction site of the new Sagamore Pendry Baltimore Hotel is a former recreation pier, and film set to NBC's "Homicide Life on the Street" and the dance movies "Step it Up," I & II. <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_283.jpg
  • Baltimore, Maryland - December 15, 2016: The view from one of Sagamore Pendry Baltimore Hotel's luxury suites shows an infinity pool overlooking the Inner Harbor giving a clear view of the Under Armour complex. Kevin Plank, Under Armour's owner, is a major benefactor of the site's development. <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_170.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: The location of Sagamore Pendry Baltimore Hotel's street-front Rec. Pier Steakhouse is still a construction zone. <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_104.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: Workers walk through the glass covered courtyard 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_053.jpg
  • Baltimore, Maryland - December 15, 2016: The construction site of the new Sagamore Pendry Baltimore Hotel is a former recreation pier, and film set to NBC's "Homicide Life on the Street" and the dance movies "Step it Up," I & II. <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_001.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: 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_403.jpg
  • Baltimore, Maryland - December 15, 2016: Inside each bathroom is are soaps, and toiletries featuring the Momento signature fragrance specific to the Pendry chain.<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_411.jpg
  • Baltimore, Maryland - December 15, 2016: Alan Fuesterman, Founder and CEO of Montage Hotels & Resorts 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_391.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: The Sagamore Pendry Baltimore Model Room's rug design is inspired by the rusted hull of a ship.<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_379.jpg
  • Baltimore, Maryland - December 15, 2016: Snacks in the mini-bar area of the Sagamore Pendry Baltimore Model Room feature an assortment of national, international and local drinks and snacks. <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_375.jpg
  • Baltimore, Maryland - December 15, 2016: The Sagamore Pendry Baltimore Model Room's design takes inspiration from a captain's quarters on a ship.<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_371.jpg
  • Baltimore, Maryland - December 15, 2016: Designer Patrick Sutton sits for a portrait in 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_348.jpg
  • Baltimore, Maryland - December 15, 2016: Designer Patrick Sutton sits for a portrait in 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_327.jpg
  • Baltimore, Maryland - December 15, 2016: Designer Patrick Sutton sits for a portrait in 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_340.jpg
  • Baltimore, Maryland - December 15, 2016: Designer Patrick Sutton sits for a portrait in 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_329.jpg
  • Baltimore, Maryland - December 15, 2016: Designer Patrick Sutton sits for a portrait in 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_320.jpg
  • Baltimore, Maryland - December 15, 2016: Designer Patrick Sutton sits for a portrait in 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_303.jpg
  • Baltimore, Maryland - December 15, 2016: The Sagamore Pendry Baltimore Model Room's design takes inspiration from a captain's quarters on a ship.<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_299.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: The original "City Pier Broadway" sign was restored.<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_252.jpg
  • Baltimore, Maryland - December 15, 2016: The Grand Staircase leading to the The Sagamore Ballroom is under renovation in the Sagamore Pendry Baltimore Hotel site.<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_230.jpg
  • Baltimore, Maryland - December 15, 2016: The Sagamore Ballroom is under renovation in the Sagamore Pendry Baltimore Hotel site.<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_243.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_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_191.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: The view from Sagamore Pendry Baltimore Hotel's infinity pool. The reverse view overlooks the Inner Harbor and offers a clear view of the Under Armour complex. Kevin Plank, Under Armour's owner, is a major benefactor of the site's development. <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_175.jpg
  • Baltimore, Maryland - December 15, 2016: The view from one of Sagamore Pendry Baltimore Hotel's luxury suites shows an infinity pool overlooking the Inner Harbor giving a clear view of the Under Armour complex. Kevin Plank, Under Armour's owner, is a major benefactor of the site's development. <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_166.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
  • Baltimore, Maryland - December 15, 2016: The construction site of the new Sagamore Pendry Baltimore Hotel is a former recreation pier, and film set to NBC's "Homicide Life on the Street" and the dance movies "Step it Up," I & II. <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_004.jpg
  • Baltimore, Maryland - December 15, 2018: A bushel of steamed crabs at Jimmy's Famous Seafood in Baltimore Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_121.jpg
  • Baltimore, Maryland - December 15, 2018: The dining room of Jimmy's Famous Seafood Saturday evening December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_174.jpg
  • Baltimore, Maryland - December 15, 2018: Food is prepared in Jimmy's Famous Seafood kitchen in Baltimore Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_171.jpg
  • Baltimore, Maryland - December 15, 2018: A packed bar at Jimmy's Famous Seafood in Baltimore Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_166.jpg
  • Baltimore, Maryland - December 15, 2018: Bar-goers at Jimmy's Famous Seafood in Baltimore Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_163.jpg
  • Baltimore, Maryland - December 15, 2018: Crab Mallets at Jimmy's Famous Seafood in Baltimore, Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_157.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_155.jpg
  • Baltimore, Maryland - December 15, 2018: One of Jimmy's Famous Seafood bars features a green hammerhead shark hanging from the ceiling. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_134.jpg
  • Baltimore, Maryland - December 15, 2018: Steamed crabs at Jimmy's Famous Seafood in Baltimore Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_126.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_120.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_106.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_098.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_089.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_084.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_083.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_078.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_077.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_057.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_046.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_053.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_027.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_015.jpg
  • Baltimore, Maryland - December 15, 2018: John Minadakis, co-owner of Jimmy's Famous Seafood is photographed with bushel of steamed crabs in one of the Baltimore restaurants's bars Saturday December 15, 2018. PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_014.jpg
  • Baltimore, Maryland - December 15, 2018: PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_002.jpg
  • Baltimore, Maryland - December 15, 2018: a "Show Your Soft Side" campaign banner featuring John Minadakis, co-owner of Jimmy's Famous Seafood is hangs on the wall outside his restaurant's carryout door. He's been featured three-times in the anti-animal cruelty campaign. <br />
<br />
PETA targeted Jimmy's Famous Seafood earlier this year putting up a billboard directly outside the restaurant, protesting the eating of seafood. John responded with his own billboard, and a billboard war ensued, much to the amusement of local media outlets and social media. John's business has been booming. This year PETA also put up a billboard criticizing Johns Hopkins use of animal testing.<br />
<br />
<br />
CREDIT: Matt Roth for The Washington Post Magazine
    181215_Jimmy's_Famous_Seafood_001.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Ashley Greer, a floral designer, will conduct business on her laptop in their living room, while Will Willis spends much of his time away from work straightening up their house while their five-year-old son Finn plays inside their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-273.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Ashley Greer, a floral designer, will conduct business on her laptop in their living room, while Will Willis spends much of his time away from work straightening up their house while their five-year-old son Finn plays inside their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-254.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-246.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-243.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-240.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-234.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-230.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-198.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-182.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-179.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-178.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-173.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-167.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-162.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-148.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-147.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-144.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-103.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-065.jpg
  • ALEXENDRIA, VA MAY 23: Demonstrating a common scenario in their home, Will Willis cleans the dishes while his wife, Ashley Greer, a floral designer, takes over much of the kitchen for her business, and their five-year-old son Finn paints rocks in the kitchen of their Alexandria, Va., rowhome Sunday May 23, 2021. <br />
<br />
Will Willis is a U.S. Senate picture framer, who works in D.C. But his wife, floral designer Ashley Greer, owner of Atelier Ashley Flowers, works out of their Alexandria, Va. rowhome. When Will isn’t at work, he tries to keep the house maintained for both of them, their five-year-old son, Finn, two dogs, and cat. Ashley uses their home and her constant and erratic work hours to meet the demands of her floral design and delivery business. Their family is photographed in their Alexandria, Va., rowhome Sunday May 23rd, 2021.<br />
(Photo by Matt Roth/for The Washington Post)
    210523-Clutter-045.jpg
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