Jan 2, 2025
Pier Sixty-Six
Bringing Pier Sixty-Six to Life Again: How Visiting Media’s Immersive Experiences Drove Pre-Opening Success
Set on 32 waterfront acres along Ft. Lauderdale’s 17th Street Causeway and the Intracoastal Waterway, Pier Sixty-Six has a rich history dating back to the 1950s, when it began as a humble fuel dock and gas station for Phillips 66 Petroleum.
Their hotel started as a modest motel in the 1960s but gained fame over the years with the addition of a tower, a rotating restaurant, and visits from icons like Sinatra. Over time, it aged and lost its luxury appeal. Now, following a multi-billion-dollar transformation, the complex is set to redefine itself as a premier destination, far exceeding its former glory.
The new Pier Sixty-Six Hotel will open in January 2025; with 325 luxurious rooms, 40,000 square feet of versatile meeting space, and an upcoming collection of twelve distinct culinary experiences, the new project offers the perfect blend of history, elegance, and innovation.
Situation
Brett Boreing, the Executive Director of Sales and Marketing of Pier Sixty Six Hotel, shared that one of their biggest challenges was showcasing the vast array of attractions the complex offers. The complex has an impressive 32-acre footprint and a diverse mix of residential and tourism accommodations.
Additionally, the complex boasts a private club, 12 exceptional restaurants, a marina, and so much more. With such a wide range of offerings and a diverse, upscale clientele, creating a compelling virtual representation required a deep commitment to capturing the full scope and vision of the experience.
It was hard to bring to life the vision until you can actually look at the renderings. Once you see what those tours look like and the animated renderings that Visiting Media did, it’s really fantastic!
Brett also discussed the challenges brought on by the transformation of their clientele. After closing for seven years, the hotel has evolved from a mid-tier venue into a high-end luxury destination. Their marketing efforts now cater to a diverse audience, including leisure travelers, group guests, restaurant lovers, and club-goers, all to showcase the premium experiences they offer. By leveraging Visiting Media’s immersive experiences, they created excitement among both local communities and distant markets, attracting new customers who may be unfamiliar with its rich history.
Process
According to Brett, the Visiting Media Product Studio Team showcased exceptional expertise by creating 132 stunning renderings. Through computer-generated imagery (CGI), they seamlessly transformed complex design files and schematics into a cohesive virtual experience. Their work brought the vision to life with authenticity and immersion.
With remarkable skill and attention to detail, the team turned design specs, swatches, and blueprints into a polished final product that closely aligned with the original vision, requiring minimal revisions. Their ability to make informed, logical assumptions about the overall design scheme minimized the need for extensive corrections, saving time while delivering precise, high-quality results.
Additionally, when Brett requested animated renderings to add dynamic elements to their digital marketing tools, the team went above and beyond, exceeding all expectations.
They created ripples in the pool water, gently blowing palm tree leaves, twinkling stars in the night sky, curtains gently blowing in the guest rooms. This element brought a luxury touch and gave our prospective guests a true sense of being in the moment beyond the already strong virtual tour imagery they procured. Visiting Media’s core business model is terrific, but they separate themselves from the competition in where they go beyond!
Solutions and Results
Brett and his team achieved remarkable success during 18 months of pre-sales by creatively utilizing Visiting Media’s platform. The sales team personalized the booking process by generating custom booking links, which they sent directly to potential customers. These links were seamlessly integrated into electronic proposals, building trust and anticipation. This approach helped secure bookings and assured buyers that what they saw through CGI would align perfectly with their experience at the property.
The marketing team elevated the immersive experience by introducing an exclusive entry page, offering additional, unique content accessible only to future guests with a booking code. This strategy creates a sense of exclusivity, inviting users to step “behind the curtain” and preview the property in a personalized and special way.
This strategy was deliberately crafted to preserve an element of mystery around the property. They opted not to showcase these previews on their website—a choice that comes with its pros and cons but has ultimately proven effective for reaching specific audiences. By offering these exclusive previews to agencies, group planners, potential buyers, and high-net-worth travelers, they’ve successfully generated excitement and intrigue. They get a sneak peek and, in turn, spread the word, often exclaiming, “It’s amazing, it’s beautiful!”
Meeting space created with Computer Generated Imagery, by Visiting Media.
A Big Win
The biggest win for Brett is that customer feedback has certainly validated the accuracy of their virtual tours and renderings. Since the last few weeks, they have been opened to a few visitors, who are impressed by how closely the final product matches the virtual experience. This credibility builds trust and generates positive word-of-mouth within their communities.
Visiting Media’s core business model is strong, but what truly sets them apart is their ability to go above and beyond. Their work added a layer of artistry and sophistication that made all the difference in bringing our vision to life.
Summary
The transformation of Pier Sixty-Six is a testament to the power of vision, innovation, and strategic marketing. Through Visiting Media’s immersive tools and expertise, Brett and his team successfully reintroduced a historic landmark as a luxurious, high-end destination, seamlessly blending its rich history with modern elegance.
As the hotel prepares for its grand launch in January 2025, the positive feedback and strong pre-sales performance highlight the success of their efforts, setting the stage for a new era of excellence at Pier Sixty-Six.
Pier Sixty-Six Quick Overlook
- Management Group: CoralTree Hospitality
- Segment: Luxury | Resort
- Space: 325 rooms | 40,000 sq. ft. meeting space
- TrueTour Facts: remarkable success during 18 months of pre-sales
Jan 2, 2025
Pier Sixty-Six
Bringing Pier Sixty-Six to Life Again: How Visiting Media’s Immersive Experiences Drove Pre-Opening Success
Set on 32 waterfront acres along Ft. Lauderdale’s 17th Street Causeway and the Intracoastal Waterway, Pier Sixty-Six has a rich history dating back to the 1950s, when it began as a humble fuel dock and gas station for Phillips 66 Petroleum.
Their hotel started as a modest motel in the 1960s but gained fame over the years with the addition of a tower, a rotating restaurant, and visits from icons like Sinatra. Over time, it aged and lost its luxury appeal. Now, following a multi-billion-dollar transformation, the complex is set to redefine itself as a premier destination, far exceeding its former glory.
The new Pier Sixty-Six Hotel will open in January 2025; with 325 luxurious rooms, 40,000 square feet of versatile meeting space, and an upcoming collection of twelve distinct culinary experiences, the new project offers the perfect blend of history, elegance, and innovation.
Situation
Brett Boreing, the Executive Director of Sales and Marketing of Pier Sixty Six Hotel, shared that one of their biggest challenges was showcasing the vast array of attractions the complex offers. The complex has an impressive 32-acre footprint and a diverse mix of residential and tourism accommodations.
Additionally, the complex boasts a private club, 12 exceptional restaurants, a marina, and so much more. With such a wide range of offerings and a diverse, upscale clientele, creating a compelling virtual representation required a deep commitment to capturing the full scope and vision of the experience.
It was hard to bring to life the vision until you can actually look at the renderings. Once you see what those tours look like and the animated renderings that Visiting Media did, it’s really fantastic!
Brett also discussed the challenges brought on by the transformation of their clientele. After closing for seven years, the hotel has evolved from a mid-tier venue into a high-end luxury destination. Their marketing efforts now cater to a diverse audience, including leisure travelers, group guests, restaurant lovers, and club-goers, all to showcase the premium experiences they offer. By leveraging Visiting Media’s immersive experiences, they created excitement among both local communities and distant markets, attracting new customers who may be unfamiliar with its rich history.
Process
According to Brett, the Visiting Media Product Studio Team showcased exceptional expertise by creating 132 stunning renderings. Through computer-generated imagery (CGI), they seamlessly transformed complex design files and schematics into a cohesive virtual experience. Their work brought the vision to life with authenticity and immersion.
With remarkable skill and attention to detail, the team turned design specs, swatches, and blueprints into a polished final product that closely aligned with the original vision, requiring minimal revisions. Their ability to make informed, logical assumptions about the overall design scheme minimized the need for extensive corrections, saving time while delivering precise, high-quality results.
Additionally, when Brett requested animated renderings to add dynamic elements to their digital marketing tools, the team went above and beyond, exceeding all expectations.
They created ripples in the pool water, gently blowing palm tree leaves, twinkling stars in the night sky, curtains gently blowing in the guest rooms. This element brought a luxury touch and gave our prospective guests a true sense of being in the moment beyond the already strong virtual tour imagery they procured. Visiting Media’s core business model is terrific, but they separate themselves from the competition in where they go beyond!
Solutions and Results
Brett and his team achieved remarkable success during 18 months of pre-sales by creatively utilizing Visiting Media’s platform. The sales team personalized the booking process by generating custom booking links, which they sent directly to potential customers. These links were seamlessly integrated into electronic proposals, building trust and anticipation. This approach helped secure bookings and assured buyers that what they saw through CGI would align perfectly with their experience at the property.
The marketing team elevated the immersive experience by introducing an exclusive entry page, offering additional, unique content accessible only to future guests with a booking code. This strategy creates a sense of exclusivity, inviting users to step “behind the curtain” and preview the property in a personalized and special way.
This strategy was deliberately crafted to preserve an element of mystery around the property. They opted not to showcase these previews on their website—a choice that comes with its pros and cons but has ultimately proven effective for reaching specific audiences. By offering these exclusive previews to agencies, group planners, potential buyers, and high-net-worth travelers, they’ve successfully generated excitement and intrigue. They get a sneak peek and, in turn, spread the word, often exclaiming, “It’s amazing, it’s beautiful!”
Meeting space created with Computer Generated Imagery, by Visiting Media.
A Big Win
The biggest win for Brett is that customer feedback has certainly validated the accuracy of their virtual tours and renderings. Since the last few weeks, they have been opened to a few visitors, who are impressed by how closely the final product matches the virtual experience. This credibility builds trust and generates positive word-of-mouth within their communities.
Visiting Media’s core business model is strong, but what truly sets them apart is their ability to go above and beyond. Their work added a layer of artistry and sophistication that made all the difference in bringing our vision to life.
Summary
The transformation of Pier Sixty-Six is a testament to the power of vision, innovation, and strategic marketing. Through Visiting Media’s immersive tools and expertise, Brett and his team successfully reintroduced a historic landmark as a luxurious, high-end destination, seamlessly blending its rich history with modern elegance.
As the hotel prepares for its grand launch in January 2025, the positive feedback and strong pre-sales performance highlight the success of their efforts, setting the stage for a new era of excellence at Pier Sixty-Six.
Pier Sixty-Six Quick Overlook
- Management Group: CoralTree Hospitality
- Segment: Luxury | Resort
- Space: 325 rooms | 40,000 sq. ft. meeting space
- TrueTour Facts: remarkable success during 18 months of pre-sales