Director of Lifestylel; DOL

Director of Lifestyle (DOL)

Reports to:

General Manager, position is exempt

Hotels done differently. At Aparium, we believe in the power of People, Place and Character. We ensure our hotels are a place where individuals are valued and celebrated, elevating our associates’ pride in who they are, where they live and who we serve. Our hotel is a tribute to the neighborhoods and the people of the communities where we operate.

Just minutes from Washington, D.C., Hotel Heron, a Curio Collection invites travelers to venture beyond the familiar landmarks to discover a city consistently considered one of the best small towns in the US. The chic, 134‑room boutique hotel is situated in the vibrant Old Town neighborhood and boasts three distinct culinary concepts, including: KILN, a signature ground‑floor restaurant serving hearth‑inspired Mid‑Atlantic cuisine;
Francis Hall, a cozy craft cocktail bar hidden in the heart of the hotel; and Good Fortune, an open‑air seasonal rooftop bar with unparalleled views of the Potomac. From thoughtfully designed rooms to wine tasting events and book signings - Hotel Heron is a haven for locals and travelers alike seeking an unexpected gem.

The hotel is managed by Aparium Hotel Group. Founded in 2011, Aparium is driven by the belief that all hospitality experiences should be fueled by the poetics of their surroundings and was born with an intense focus on unearthing the amazing moments unique to every city. Since its founding, Aparium has grown into a new kind of hotel brand, one that ventures off the beaten path, both geographically and philosophically.

Recognized by Travel + Leisure World’s Best Awards as a leading hotel brand, Aparium is known for its singular ability to combine the business acumen of large hospitality companies with the charm of boutique hotels, bringing the disparate forces together in bustling, smaller markets.

The Director of Lifestyle (DOL) is responsible for creating real‑life, immersive experiences that create emotional connections with our guests. Rather than telling people what the brand is, the DOL shows them through curated interactions - live events, partnerships, and activations. The DOL has the responsibility to understand everything that makes our hotel and city great by identifying unique opportunities that bring local collaborators, artists, and dynamic programming into our hotels and communities.

The role will actively develop relationships with the local community & key collaborators. As a leader within Aparium Hotel Group, this leadership position will collaborate with a phenomenal group of experienced and open‑minded peers.

• Have a deep understanding of our hotel brand and F&B DNA. Be responsible for upholding brand identity and ensure programming and collateral meet brand standards.
• Develop and execute dynamic, year‑round hotel and F&B programming. Leverage our five pillars of lifestyle (Art & Music, Local Partnerships, Culinary & Mixology, Fitness & Energy, Wellness & Mindless) to craft unique experiences for guests and locals alike.
• Recognize that guest connections to our spaces can be shaped by design, details, and music. Maintain the hotel’s unique atmosphere and identity.
• Collaborates with the General Manager and team to ensure agreement for proper funding of programs or partnerships. Validate that the proposal will have an ROI and identify risk factors.
• Understand the impact of sound financial planning for hotel profitability; build an annual budget of the hotel’s lifestyle, activation, and programming billables and expenses to coincide with Aparium’s annual budget instructions.

• Be an expert in your neighborhood. Understand hidden nuances that may exist within the community and have a pulse on community preferences.
• Identify local collaborators, artists, and partners that align with our commitment to translocal hospitality. Nurture these relationships and identify partnership opportunities.
• Curates the retail experience; include emerging services, amenities, and local goods that will drive revenue opportunities.