The Shade Squad Brings the Fun at Kimpton Sawyer

SACRAMENTO, CA—The Kimpton Sawyer is celebrating its “second summer” by elevating the hotel’s poolside experience with sunglasses and cocktails handed out by its very own Shade Squad.

“I’m a huge proponent of programming, and it’s one of my favorite outlets for creativity,” said Nikki Carlson, GM, Kimpton Sawyer. “We were doing some brainstorming with the team on what we could do this summer. We came up with this chill out butler program. Eyewear retailer Eyeconic approached us with an idea for a partnership and I thought, ‘Oh my gosh, that’s the missing component.’ Guests can try these sunglasses before they buy, and it brings it all together with the plan we already had brewing. It was a mix of perfect timing with a brand we could identify and align with.”

Sunglasses by the pool are a must. For a fun and memorable poolside experience, the Kimpton Sawyer team kicked off National Sunglasses Day with a chance to sample “sunnies” from luxury brands such as Calvin Klein and Salvatore Ferragamo for the perfect selfie, while the Shade Squad handed out chilled towels, cocktails and popsicles, as well as other poolside refreshments.

Eyeconic offers an array of sunglasses, ranging from approachable to upscale styles.

“We have a really beautiful kiosk at the pool and displays of all of the different sunglass options for guests to try on. We also have a cool tray we will put sunnies on and bring them around to people at the pool. The Shade Squad heads out every hour with the chilled towels, cocktails and sunglasses,” said Carlson. “The pool is packed. It’s a very fun and active scene.”

The Eyeconic brand aligned well with the boutique lifestyle hotel’s overall vibe, Carlson noted. “There’s something for everyone, from very high-end to more simplistic and approachable,” she said. “The offerings range from Gucci or Ray Bans to Nike or Nine West. If I were a guest, I’d try on the Gucci sunglasses and take a selfie, but I might buy a different pair. You get to try something you wouldn’t normally buy and give guests the ability to connect with the product.”

The hotel team also provides guests with a discount code for $15 off of an online purchase through Eyeconic’s website. They will gauge the partnership’s return on investment once the first round of numbers come in. For now, it’s all about the experience.

“It’s a very fun and engaging scene. It gives guests a topic of conversation, and not just guests but employees, too. People who may not know each other are talking with each other about it,” she said. “There’s a lot of photos and Instagramming happening. The sunglasses are cool props for a great poolside photo.”

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