A Plug for a New Hospitality Trend

While I don’t currently have an electric vehicle (EV), I do know lots of people that do, including my best friend. And time and time again, they tell me how frustrating it is to charge when they’re on the road. From what I see in New York, the current EV charging stations leave a lot to be desired. They remind me of phone booths from the 80’s and early 90’s. Sometimes you’ll find one on every block, sometimes you can’t find one at all.  Sometimes they work; sometimes they are broken. And like a phone booth, the people that are using the chargers are not doing so because they want to, it’s because they have no other choice.  

That’s why, I think that hospitality’s newest opportunity will be getting into the charging arena and redesigning EV lounges that gas car drivers envy. Think about it, Delta and United have their premier lounges for elite customers, why don’t EV car brands? 

Current Trends

Well, the truth is some of the car brands like Rivian and Tesla, are already taking the reigns in this department.  Rivian’s charging station in Joshua Tree is setting the bar high. They are creating inclusive charging stations for any brand of EV, and building them strategically next to many National Parks.  Unlike most current charging stations plopped in a parking lot, the Rivian stops feature restrooms a lounge area and a place to to get a bite. Not only do they provide a safe place to recharge, but they also provide the opportunity for other environmentally conscious car owners to gather and connect, while they charge. 

Tesla has also gone the extra mile in depicting what this new offering could look like. They are building a mega-station complete with a diner and drive-in movie theater, in a 50’s style motif. Instead of anchoring it next to an existing popular destination, the Tesla station becomes the desired destination. While Tesla has a much larger and recognizable charging network, in my opinion, Rivian provides a more bespoke brand experience that will carry its customer anywhere around the country it wants to go. And adventure is a strong emotional pull. Other EV brands like Lucid and BMW might follow suit, especially as EV’s are continuing to be developed and manufactured. 

My Predictions

Like the cannabis retail industry, the EV Charging industry is ripe for opportunity and influence from the hospitality industry. As a hospitality designer, I see this going in a number of ways. The first is that car brands create their own loyalty lounges with priority charging and amenities, as well as options to enter as a guest or on a one-time-only basis. The other way this can go is that hotel chains or restaurant chains upgrade their existing charging stations to make them more aesthetically pleasing and open to travelers who need to stay in a comfortable place for many hours but not necessarily stay the night in the hotel. My last thought is an RV campsite concept. In this situation, people can congregate in a dedicated “campsite” area to charge and can sleep in their cars or pitch a tent. (The campsite would still offer restrooms and showers). 

New York City doesn’t have a lot of real estate to put a large charging area above ground, but don’t rule out the ability to find a way to create a high-end experience using existing garages, including rooftop garages. Only time will tell.

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