With Miami hotel rooms now among the highest-priced in the world, according to a recent report by Bloomberg News, there’s a lot at stake in the Magic City’s hospitality market. As peak season approaches, hotels are once again looking for unique ways to stand out from the pack (enter the tanning butler!).
One of the most visible examples of how hotels are clamoring for attention is hiding in plain view, front and center on the City’s skyline.
When the InterContinental Miami underwent a $30 million renovation two years ago, the hotel’s owners knew they needed to get creative in order to keep up with newer hotels being built. Room upgrades, a signature restaurant and a remodeled lobby were all part of the package, but it was the hotel’s 19-story digital canvas that really turned heads when it debuted in late 2012.
Since then, the LED installation (and its skyline dancers) have become a fixture in downtown Miami – providing the hotel an instant brand boost in a crowded field.
Always looking to keep things current, the InterContinental Miami is now looking for new up-and-coming dance stars to assume the role of “dancing lady” (or “dancing gent”). Contestants can try out on Saturday, November 22nd by performing their favorite style of dance in front of a panel of judges.
200-foot-tall dancers illuminating the sky each night above Biscayne Bay? It was a bold branding move at the time, and it’s paying dividends three years later.
Interested in auditioning? Click here. Want to get a sense of what’s in store for Saturday? Check out the following music video. And don’t forget your dancing shoes!