The mere mention of "the South" often conjures a series of preconceived notions. Stereotypes abound, painting a picture of a region stuck in time, populated by either simple country folk or unsophisticated city dwellers oblivious to modern trends. The culinary landscape is often reduced to a single dish: the humble catfish po’boy, seemingly negating the possibility of innovative or refined dining experiences. However, this perception is increasingly inaccurate, failing to capture the dynamic evolution occurring across the Southern states.
Whether referred to as "the South," "the Deep South," or the increasingly popular "the New South," the region’s diversity is undeniable. Cities like Savannah, Nashville, New Orleans, and Charlotte, while sharing certain cultural threads, possess distinct characteristics and unique identities. Savannah’s historic charm contrasts with Nashville’s burgeoning music scene, while New Orleans’ vibrant cultural tapestry differs significantly from Charlotte’s modern urban landscape.
What truly unites these destinations is a renewed commitment to transcend outdated stereotypes and move beyond the constraints of restrictive historical traditions. This forward-thinking vision is attracting significant investment from major luxury hotel brands, actively shaping the region’s future. In recent years, numerous high-end, contemporary hotels have emerged across Tennessee, Louisiana, and the Carolinas, each showcasing innovative design and culinary concepts designed to challenge preconceptions and redefine the Southern experience. This article will delve into how these luxury brands are impacting the region, and how they are helping redefine Hospitality in the "New South".
Luxury Brands Invest in the South
Hospitality in the "New South" is seeing a surge in luxury hotel openings, signaling a shift in the region’s perception and attracting a new generation of travelers. The JW Marriott Charlotte, for example, stands as a striking landmark in the city’s downtown core, embodying sophisticated design and upscale amenities. Bruce Rohr, JW Marriott’s brand leader, emphasizes the strategic decision behind the investment: "Charlotte is a booming hub for culture and commerce in the South," he states. "It’s the perfect setting for us to provide an urban retreat." The hotel caters to discerning travelers seeking a blend of urban sophistication and Southern charm, offering a luxurious escape within the city’s dynamic environment.
New Orleans, a city steeped in history and culture, has also witnessed the arrival of two prominent luxury brands: Four Seasons and Virgin Hotels. The Four Seasons New Orleans, a decade in the making, occupies the iconic former World Trade Center, a towering structure that has been reimagined as a beacon of modern luxury. The hotel delivers the brand’s signature high standards, featuring a breathtaking lobby bar adorned with a showpiece chandelier crafted from 15,000 crystals. In contrast, the Virgin Hotel New Orleans embraces a hipper, curated-vintage aesthetic, boasting an artisanal coffee stand in the lobby and walls adorned with colorful artwork.
Despite catering to different demographics, both companies recognized New Orleans as an attractive destination. "New Orleans is a great American city," explains Cody Bertone, Virgin New Orleans general manager. "The vibe of the city is a reflection of what our brand encompasses." Mali Carow, the Four Seasons New Orleans general manager, adds, "There’s a vibrancy for people to explore. We want to open up destinations with culture and history for our guests." These statements highlight the allure of New Orleans’ unique cultural landscape and its appeal to travelers seeking authentic and immersive experiences.
Savannah’s Expansion and Artistic Renaissance
Savannah, known for its historic architecture and Southern hospitality, is experiencing a geographic expansion, with the Thompson Savannah leading the way. Situated in a new development outside the downtown area, easily accessible via a scenic riverside path, the hotel reflects a commitment to growth and innovation. Thompson Savannah joins sister properties in Atlanta and Austin, with plans for a Houston location, signaling a broader investment in the Southern market.
Matt Graham, the hotel’s general manager, notes the city’s evolving identity: "Savannah is often focused on tradition. I think ‘the New South’ is forging a new path in a creative space. Savannah has its beautiful antebellum backdrop, but what is exciting here are the new people and ideas I see every day." This statement captures the essence of Savannah’s transformation, blending its rich historical heritage with a burgeoning contemporary arts scene.
Graham highlights the local arts scene as a prime example of this divergence. "Modern art gallery Laney Contemporary helps us curate a rotating local art program at the hotel," he explains. "There’s also Rule of Three, Chapel and Cedar House, galleries that are spearheading a new celebration of visual arts in a city that is home to the oldest public art museum in the South." This flourishing artistic landscape adds a new dimension to Savannah’s appeal, attracting visitors interested in both its historical charm and its contemporary cultural expressions.
Nashville’s "It City" Status
Nashville, renowned as the "Music City," is experiencing an unprecedented surge in popularity, solidifying its status as an "It City." New properties are opening, and historic buildings are being revitalized, reflecting the city’s dynamic growth and attracting a wave of new residents. The W Hotel, located in the fashionable Gulch district, exemplifies this trend, offering a modern and stylish haven in a vibrant urban setting.
Holston House, a historic landmark located in the Art Deco, 1920s-era James Robertson Hotel, is undergoing a refurbishment, preserving its architectural heritage while updating its amenities to meet the demands of modern travelers. Shannon Foster, the hotel’s general manager, emphasizes the city’s momentum: "Nashville has established itself as an ‘It City,’ with people moving to the city in droves," she states. "Southern hospitality is a trend for a reason. Friendly faces and warm conversations are the standard."
Carly Van Sickle, senior director of global brand marketing for W Hotels, echoes this sentiment: "The popularity of the South is no surprise as it’s been building for years," she notes. "Southern destinations are where next-generation luxury travelers can experience local culture, driven by authentic local scenes." This underscores the appeal of the South’s unique blend of cultural authenticity and warm hospitality, attracting travelers seeking genuine and immersive experiences.
Authenticity and Experiential Travel
The element of authenticity is a recurring theme throughout the South’s resurgence. The music, food, and culture of the region’s cities are being increasingly valued as travelers prioritize experiential travel. This trend is underpinned by the perceived friendliness and openness of the locals, making these experiences more accessible and welcoming. Hotels are capitalizing on this by offering guests opportunities to engage with local communities, from attending crawfish boils to discovering underground music venues and outsider art shows. The bet is that hospitality works here because people in the region want to be hospitable.
Culinary Innovation in the South
Culinary experiences play a crucial role in showcasing the modern South. The days of New Orleans being a city with "a thousand restaurants and five recipes" are long gone. While jambalaya and gumbo remain staples, chefs are pushing the boundaries of traditional Southern cuisine, incorporating innovative techniques and global influences.
The Four Seasons New Orleans has partnered with renowned local chefs Donald Link and Alon Shaya to helm their signature dining rooms. Their creative, "modern Southern" approach is mirrored by Alex Harrell at Virgin New Orleans, Shannon Williams at Holston House, and Oscar La Fuente at JW Marriott Charlotte. These chefs are redefining Southern cuisine, blending traditional flavors with contemporary techniques and international influences.
At Fleeting and Bar Julian in Thompson Savannah, Chef Rob Newton embodies this approach: "The root of everything we do here is in Southern cuisine, but we’re making it our own with global influences that bring a creative edge," he explains. Newton, a native of the South, is passionate about celebrating his roots while embracing a forward-looking ethos. "The culture and the recipes that define Southern cooking have always been a driving force for me, and I love showing people that there is more than one way to interpret a classic dish."
Cuisine serves as a primary point of interaction between visitors and Southern culture. Hotels are investing heavily in ensuring that their culinary offerings are both authentic and innovative, using fresh, local ingredients to create memorable dining experiences. While a delicious catfish po’boy is always welcome, the South’s culinary scene is evolving beyond traditional dishes, showcasing the region’s rich agricultural heritage and culinary creativity.
The Future of Hospitality in the "New South"
The South is striving to be both nice and kind, offering visitors a welcoming and inclusive environment. By connecting guests to local experiences, this new generation of hotels is evolving beyond the region’s history, celebrating its best traditions while embracing a modern outlook. Hospitality in the "New South" must embrace the local culture respectfully and celebrate rather than appropriate. The culture bearers are the people attracting the visitors in the first place, and they need to be well looked after in what are sometimes very delicate financial ecosystems.
These luxury brands are betting on the South, and the guests who arrive to stay in them, should reap the rewards of a dynamic and evolving region. The key to long-term success lies in embracing authenticity, supporting local communities, and celebrating the South’s unique cultural identity.
