Salt Hotels saw an opportunity to give back to the community in the opening of its newest hotel, in Asbury, New Jersey. The hotel decided to “recruit” candidates by establishing its own school – Salt School, a free 10-week, 25-hour introduction to the hospitality industry and inviting community members to apply.
The application process was simple: just a statement of why someone would want to join the school. The hotel received 380 applicants for the 160 open seats who shared personal stories.
According to David Bowd, CEO of the four-hotel brand, “Some had parents pass away when they were young, while others said they enjoy helping people… One applicant said, ‘I want to be a good example to my daughter.’ That’s a powerful statement and that’s the impact we’ve seen,” he said. “I was approached by a local restaurateur asking if I had any students that would be interested in working for him. So now after the program, they can apply to for jobs [at that restaurant]. We’ve been able to connect the community and really make a change in the nature of Asbury,” he said.
The curriculum included classes on the business of hospitality, workplace behavior, F&B, sales, revenue management and the guest experience. Of the 160 students, 110 graduated and 67 were hired by the hotel, with 90% of the hires from Asbury Park. Most of the positions will be full-time in season but many are also year-round positions.
Classes, held by industry friends and professionals in the field, were designed to be informative, fun and interactive and give students a sense of real life applications in the industry. Upon completion of the school program students celebrated at a graduation event with their families, with teachers, the mayor and city council members attending.
The Salt School program has been expanded and will be incorporated into each of the company’s hotel openings.
“This has become a movement so strong that it has become a part of our culture. I won’t open a hotel without a Salt School. There will be more interaction, constant refinement, and I’d like to look at how Salt School can help the hospitality industry gain more talent. I want to help people get their lives back on track so they can become whoever they want to become,” Bowd concluded.