Hotels that can sleep well at night

The hospitality industry is opening doors to causes and communities in need.

By Kathy Chin Leong, Special to The Times
June 11, 2006

IT was something Lisa Marie Potts had always wanted to do. On May 8, Potts, the salon supervisor at the Ritz-Carlton, Huntington Hotel & Spa in Pasadena, got her wish. With three other manicurists, Potts went to Skid Row in downtown Los Angeles and spent the day grooming nails for nearly 100 homeless women.

"One older lady never had a manicure done before, and tears were just rolling down from her eyes," says Potts, who participated in the Mother's Makeover Day sponsored by the Fred Jordan Mission. "Many never had anyone touch them like this. I met a lot of amazing, intelligent women. It was life-changing."

In the last decade and particularly since Sept. 11, philanthropy and activism in the $113-billion hotel and lodging industry have ramped up. Independent city hotels, chains and luxury tropical resorts are doing more than cutting checks. They are getting staff and guests to invest expertise, time and labor toward such endeavors as saving young girls from prostitution, equipping at-risk youth with job skills and even giving free manicures.

Philanthropy is intrinsic to the hospitality business, says Joe McInerney, president of the American Hotel & Lodging Assn., Washington, D.C., which is the largest industry group of hotels and other lodging establishments. But in recent years, industry watchers agree, the involvement has increased sharply. Their top social concerns include aid for the poor and disenfranchised, education and the environment.

Some establishments are teaming up with charities. In March, Hilton Corp.'s Homewood Suites, Memphis, announced a partnership with the National Coalition for the Homeless. Besides a $25,000 contribution, Homewood will be donating its furniture, refrigerators, bedding and bath goods to shelters as it upgrades guest rooms throughout the 175-plus property chain.

"It's not often a major hotel would make the first step in contacting a charitable organization," says Michael Stoops, acting executive director for the Washington, D.C., nonprofit. "We were floored and overwhelmed by their comprehensive plans to help end homelessness in America."

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In charge of good works

CERTAIN companies assign a management title to philanthropic positions.

At Marriott International Inc., Mari Snyder, as senior director of community relations, is responsible for worldwide corporate volunteerism and donations.

Every May, Marriott sponsors a Spirit to Serve Our Communities Day, and this spring, thousands of its employees took to beaches and soup kitchens.

At the Hilton San Francisco, Jo Licata is the community projects manager and handles a plethora of services, including elder support and assistance for low-income families — as well as recycling: "I've been called the Dumpster Diva and the Queen of Garbage," Licata says.

In 1997, she saw a pile of hotel-bed mattresses in the back lot waiting to be thrown away, so she started the Hotel/Nonprofit Collaborative, which includes 30 San Francisco hotels, to help them transfer discarded items to nonprofits.

"Anything and everything can be reused one way or another," she says.

Retired hotel uniforms are given to theater groups; partial rolls of toilet paper, to women's shelters. As of 2005, the collective donated 97.7 tons of goods that would otherwise have gone to landfills.

Like the Hilton San Francisco, hotels across the country have high profiles in the business community, and that prominence attracts hundreds of solicitations from all types of groups. So corporations establish criteria for the charities they work with.

Finding causes that fit their companies' goals makes business sense, managers say, because it helps boost hotel branding and identity. "Believe me, how a corporation gives back is on the radar of the public," Licata says.

The charities also get a significant boost, not only with funding but also marketing exposure.

San Francisco's Kimpton Hotels & Restaurants last year sought out Dress for Success, a New York nonprofit that provides professional clothing and career development for disadvantaged women. Every March and April, Kimpton contributes a percentage of every hotel bill to the organization.

Last spring, the company donated more than $65,000 in the program in combination with fundraisers and guests' donations.