#Americart2019 Documentary to Highlight Importance of Promoting Art & Culture in America’s Heartland

#Americart2019 itinerary March 2019Series will be shot by crew traveling cross-country, documenting real American’s connection with art and culture

Legit Productions, the New York City based documentary films productions company, announces the launch of the pre-production of #Americart2019, a one hour documentary and six episode series about art and culture in America, featuring intimate interviews of everyday Americans about their personal connection with art and cultural heritage and their connection to their own city and community.

Directed by the NYC artist and photographer, EFDLT Studio, #Americart2019 will be shot on location from NYC to Sonoma County, from mid August to mid September 2019, with a camera crew in a van crossing the country and inviting everyone on the road to be part of the project.

“My goal is to reach everyday Americans, meet people and discover their intimate relation with art using my years of experience of conducting interviews as a former social worker. I am hoping for open heart discussions to collect authentic stories and personal relationships with art and culture,” said EFDLT Studio, the film Director.

Co-produced by local Conventions and Visitors Bureaus, #Americart2019 brings a new narrative to the relationship of Americans with art and culture. The team will make stops in the cities and counties partners and take the time to explore their arts and culture scene: Montgomery County (MD), Franklin (TN), Pueblo (CO)Glenwood Springs (CO) and Sonoma County (CA) have so far joined the project.

#Americart2019 is presented by WhistlePig Rye Whiskey, an independent distillery in Vermont producing small batches of handcrafted Rye Whiskey.

“#Americart2019 is the first of a new generation of documentary film and series giving directly a voice to actual residents of small and medium size cities in America, with no filter, no preconceptions and no bias. We also want to encourage more domestic and international cultural travelers to discover the rich and diverse cultural heritage of lesser known U.S. cities and counties,” said Pierre Gervois, CEO of Legit Productions and #Americart2019 Executive Producer.

The documentary film and the six episode series will be released in 2020 for cable television and streaming platforms in the U.S. and internationally.

Everyone is welcome to join the project and learn more on the official website www.americart2019.com

Road trips in America are the next big thing for affluent Chinese travelers

legit productions - americart 2019 project - road trip - efdlt studioFlashy luxury hotels are a thing of the past for Wealthy Chinese outbound travelers coming to the United States.  According to a survey of the Shanghai Travelers’ Club, 82% of the most affluent Chinese frequent outbound travelers prefer authentic travel experiences in the United States, such as road trips, versus old fashioned luxury experiences. Exotic sport cars are now too much the sign of new money, and don’t carry the sophistication that the new generation of Chinese travelers want to project, and differentiate from their parents.

Colorado and Nevada seem to be the big winners as they are described as the two favorite states for road trips by 67% of Chinese travelers.

As a growing part of China’s Elite is immigrating to the United States, through business investments programs such as the EB5, they are more and more eager to embrace American culture, values, and way of thinking.

Too bad for American brands who naively thought they could lure Chinese tourists with fake “Chinese style” restaurants, hotels, or chinese symbols on luxury goods. Now, most of Chinese travelers want to wear made in Texas cowboy boots rather than buying a handbag from a U.S. designer with a chinese symbol on it.

It’s time for an awakening for the entire U.S. travel, tourism and hospitality industry. Authenticity sells. Real American values and brands sells. Stop thinking about Chinese tourists as Chinese. They are individuals who have chosen to come to the U.S. and discover its culture. And what better way to achieve this than a good old road trip?

“We have seen in the past months huge changes in the way Chinese outbound travelers consume travel & cultural media. Chinese frequent overseas travelers are shifting from Chinese networks (Weibo, WeChat, Youku…) to YouTube and Instagram as source of information and inspiration for their upcoming travels to America” said Pierre Gervois, Executive Producer of Legit Productions, a New York City based production company producing travel shows such as “Legit City” and political interviews “The Face of America”.

Gervois added “U.S. Travel and tourism industries need to quickly grasp these trends and adjust their strategies to reach their millennial Chinese customers, increasingly fluent in English, seeking authentic information in U.S.-produced media content, rather than in Chinese produced content in Mandarin, as their parents used to watch.”

It’s no surprise that the upcoming project Americart2019, a road trip across America at the initiative of visual artist EFDLT Studio is already gaining interest from Chinese and international travelers interested in understanding cultural trends in the United States.

In August 2019, the artist will embark in a month long road trip across America with a camera crew and will engage a dialogue with everyday Americans (as well as immigrants) she’ll meet on the road about their personal relation with art. Following her trip, a six episode series will be produced for streaming platforms as well as a documentary film in Q1 2020. A great source of inspiration for international experiential and cultural travelers.

Patricia Lin

 

 

Luxury & Poverty. Told & Untold Stories.

Pierre Gervois portrait 2018 - Shot by Jason 2

Pierre Gervois, President of Gervois Hotel Rating, New York City 2018 (Photo: Shots by Jason)

For the past thirteen years, I have worked as a media entrepreneur and producer, serving the luxury industry in Paris, Shanghai and New York City, producing luxury digital publications for the very affluent Chinese global traveler. I have managed international teams of marketers, editors, bloggers, photographers and community managers to build successful communications campaigns in more than twenty countries for a variety of clients, private and governmental organizations, willing to attract High Net Worth Chinese travelers to their country, region or hotel.

I have met outstanding individuals in the luxury goods and luxury travel industry, incredibly skilled artisans who are making beautiful objects with their hands and heart, innovative entrepreneurs who are breaking the rules and reinventing luxury, and countless hotel executives who warmly welcome their guests in the new generation of boutique hotels.

I have learned to understand the new generation of affluent Chinese outbound tourists, what they really wanted (vs what the travel industry assumed they want to do), and how they felt routinely disrespected in Europe or in America, dismissed as second-class travelers by the luxury travel and hospitality industry.

I published several luxury lifestyle and travel magazines in Shanghai and New York City (including the acclaimed STC magazine) and featured more than five hundred luxury lifestyle stories, working with very talented journalists, and in particular Elaine Ke, Managing Editor of the STC magazine.

I have given speeches and lectures about international luxury travel marketing at Universities and at corporate events and always felt grateful for the opportunity to exchange ideas with students and fellow professionals.

It has been a rich professional and personal experience. Thank you to all of the wonderful people I have met over these years, from the clients who trusted me to the great individuals who composed my team, and without whom I would not have achieved such successes.

I have lived in New York City for the past five years, and now consider it my true hometown. NYC is by far my favorite city in the World, for one reason: the entire world meets here, in this city created and run by immigrants, bringing their ideas, cultures, languages and foods in this happy melting pot.

As the Founder and Publisher of Gervois magazine, I have seen wealthy individuals buying very expensive jewelry, watches, apartments, as a result of the marketing campaigns my company has created and it’s a good thing: that means more jobs in the jewelry, watchmaking, retail, and real estate, and potentially more money for philanthropic causes.

I have also seen hard working Americans with not enough money to feed their families, dads and moms without a job having a hard time to come back home and face their children, individuals discriminated for their race, gender or sexual orientation, and courageous immigrants -from China and all over the World- struggling to fully embrace the American dream.

I know we are, as business professionals and entrepreneurs, supposed to remove our emotions out of the equation and always think in terms of return on investment, business credibility, and project an emotionless and politically correct image of ourselves. This is specially true in the luxury industry where talking about social issues, hunger, poverty or racial discrimination is largely taboo.

I cannot change the World alone, and there are in New York City hundreds of very talented and very experienced philanthropists, activists, social entrepreneurs and dedicated elected officials.

As a privileged media entrepreneur fully conscious of my privilege, I decided that the best course of action for me, although modest and certainly limited in scope, was to help to create awareness about issues that really matter to me.

One year ago, our production company launched an indie, experimental YouTube channel Legit News based out of our Brooklyn studio. The first program we created was named The Face of America, an interview series.

Since October 2017, I had the pleasure to interview outstanding individuals from diverse backgrounds, who came to our recording studio to tell their own stories and share with us how they were working to make America a better place, one small step at a time.

We have explored multiple aspects of American society: social discriminations, race relations, LGBTQ issues, 2nd amendment, poverty, religious issues and women’s empowerment.

This interview series has changed me profoundly.

What I never told to the first persons I have interviewed is that I have no formal training in hard news journalism, and no experience in interviewing people. I was really scared when the camera was rolling and I had to conduct the interview. I was also ashamed of my strong foreign accent, and having sometimes to repeat questions as they were formulated in my imperfect English. (Most of my English vocabulary revolves around the luxury world, and I’m poorly linguistically equipped to talk about complex social issues).

I want to thank all the persons I have interviewed. They opened their heart, trusted me, and frequently went well beyond the context of a formal ten minutes interview. I felt sometimes I was not supposed to witness the incredibly intimate stories they were sharing with me, drifting away from the main topic of the interview.

I remain a proud media entrepreneur working in the luxury industry.

And I’m even prouder of sharing inspiring stories in The Face of America.

Pierre Gervois

The new face of luxury travelers: Sophisticated, rejecting fake luxury, and tired of discriminations.

How to define the new trends in luxury travel? A new generation of wealthy individuals is evolving the concept of luxury travel. Luxury hotel marketing strategies must stay aligned with their customer base and think “outside the suite.”
Filip Boyen, CEO of Small Luxury Hotels of the World, comments: “Luxury travel used to be all about visiting certain destinations, being seen in the right place by the right people, and generally enjoying the high life in a more ostentatious manner, all while getting the exact same experience as everyone else. Luxury hotels reflected this, they were grand and provided people with a platform to enjoy themselves.”

A recent shift away from the hotel stay and towards the actual experience itself has caused luxury hotel marketing strategies to evolve quickly to meet the needs and expectations of their wealthy clientele.
Philippe Brown, founder at bespoke travel planners Brown and Hudson, explains, “With ideas like ‘Luxpedition’ we make challenging grand expeditions to the world’s most remote corners accessible to people who might otherwise be put off by arduous conditions. This has opened up a whole new market of mid-life crisis sufferers who would like to be Bear Grylls but want their comforts and moments of specific luxury.”
How then can the concept of luxury hotel marketing be adjusted accordingly to capture a market that still wants the luxury but also wants the unique experience too? The answer lies in staying true to the key luxury brand values of authenticity and quality, while also adding in the experience element as part of the holistic package.

Pierre Gervois, Founder of Gervois Hotel Rating, the New York based luxury hotel rating system for U.S. hotels added “ The new generation of wealthy travelers and guests are not like their parents, who were attracted by flashy hotels made to display the arrival in a new social status, but now are attentive to sophistication, refinement, and all the discreet details and signs of recognition of the new elite”

Albert Herrera, SVP of Global Product Partnerships at Virtuoso, says, “Authenticity has become a buzzword. It really does reflect the current trend of giving the guest something that is unique to that particular destination. Hotels started down the path of authenticity by offering a greater sense of place, especially with new builds. First it was apparent in the architecture and design, then with the furnishings and styling. From there, the concept has expanded to fully integrate local customs and cuisine, and provide the ability to fully explore or celebrate the culture.”
Herrera comments: “Hotels have done a great job of developing and partnering with their local communities to create experiences that highlight the destination. Whether it’s a morning run with the General Manager, sourcing the fresh catch of the day with the executive chef or even being an English teacher for a day to local schoolchildren, ‘living like a local’ is a trend that will continue.”
Another key feature of luxury hotel marketing is offering the ability to totally switch off from everyday life. Being immersed in a local culture and experiencing that life is one way to do this, but offering an out of this world experience is another.

Brown says: “We are regularly approached by clients who want to join our missions to explore the wreck of the Titanic and others looking to invest in a longer stay at the International Space Station, or to do something shorter with Virgin Galactic or with some of the other more interesting options.” Here the role of luxury hotel marketing is to offer the accommodation that supports the experience, maintaining the luxury while supporting the immersive element.
Personalization adds a great deal to this ethos. Today’s guests want their hotels to respond to them in a personalized and tailored way; they want to be recognized as an individual.

Gervois explains: “One of the issues in luxury hospitality in the last twenty years was the arrogance of staff, and the discriminatory practices on race, nationality, religion or gender identity, that went largely out of scrutiny and were tolerated by luxury hotel groups”.
“These unacceptable practices slowly start to be addressed, but we hear oftenly complaints from travelers who feel discriminated in the luxury hotel segment, and Gervois Hotel Rating fights to improve this issue with the industry.”, Gervois added.
However, this point applies both ways. Luxury hotel marketing should also take into consideration how the personality of the owners, management, and their staff contributes to the overall feel and experience of the hotel. This ties in well with the desire for authenticity and having a real experience.
Boyen explains: “Hotels are becoming more aware that their offerings need to go beyond that of the suites, butler, concierge – the hardware. Hotels just need to be themselves. They need to be mindful of the things that make them interesting to guests – be it their location, history, owner or vision – and not try to conform to fit in with any expectations of what a luxury hotel ‘should’ be.”
Ultimately, the way a wealthy traveller defines their ideal experience remains highly personal. Accordingly, best practice for today’s luxury hotel marketing experts is to leverage market research on their target clientele, as well as individual research on high-spending VIP guests, in order to understand their preferences and create a memorable experience–  both inside and outside the suite.