TELLURIDE, CO—Guests can get the “Willy Wonka” experience when they visit the Madeline Hotel and Residences here, but they won’t need a golden ticket to indulge their sweet tooth. The ski resort recently opened a Dylan’s Candy Bar on the expansive property.
“The addition of Dylan’s Candy Bar provides our guests, both young and young at heart, with an opportunity to splurge like every kid should. We want each and every guest to experience something special at Madeline. Like a kid in a candy store,” said Todd Gehrke, director of sales & marketing for Madeline Hotel and Residences.
Upon entering the retail store, visitors will catch a glimpse of a candy land reminiscent of the classic movie—minus the chocolate rivers—as jewel-hued sweets abound, from nostalgic candy to ice cream. “This is a smaller format location offering the best of Dylan’s Candy Bar signature collections including Chocolate World; Nostalgia; our signature bulk candy fillable experience; delectable ice cream treats; and lifestyle products,” said Laura Mills, VP of wholesale and licensing, Dylan’s Candy Bar.
According to the resort, it aims to inject fun into guests’ après-ski experiences. Dylan’s Candy Bar is centrally located in the outdoor plaza, which is home to formal and casual indoor/outdoor restaurants, a sports apparel store, outdoor lawn games and patio seating. For the younger set, there’s a 20 Below Kids Hangout providing access to games and activities. “Dylan’s Candy Bar generates wonderful foot traffic throughout our area and is a great new revenue channel for our business.” said Gehrke.
The resort owns and operates the onsite candy store as a full-service operation. “Dylan’s Candy Bar is a licensed location, and the Dylan’s Candy Bar team provides us with all the marketing, brand guides, operational procedures and training. The Madeline Hotel and Residences team handles the day-to-day execution,” said Gehrke.
Telluride is the retail brand’s second West Coast store and the latest in a growing line of licensed shops, including Grand Traverse Resort in Michigan and Mohegan Sun in Connecticut. “We will be expanding with three new locations by year-end and plan to continue to grow this business model with thoughtful partners that can uphold the standards of the brand, customer experience and service,” said Mills.
The retail opportunity was a no-brainer for both sides.
“Madeline Hotel and Residences has a strong family-based clientele, as well as many adult travelers who are in search of unique and memorable experiences. As our team searched the marketplace for unique retail opportunities, Dylan’s Candy Bar stood out from the competition. In addition, the Lauren family has a regional connection to our destination, and the partnership seemed like a perfect fit,” said Gehrke.
“It is a great business model for us. Our demographic profiles are perfectly aligned. It is a beautiful property with clientele that appreciate the quality and personality of the Dylan’s Candy Bar experience and brand,” said Mills.
In the near future, Dylan’s Candy Bar plans to open their newest freestanding location later this summer in New York City’s Union Square, while Madeline Hotels and Residences looks toward completing its major multimillion-dollar renovation in December.