It all started when...

Melissa Rosenfield served as the Director of Vibe for Viceroy Hotel Group for 5 years. In her role she wore a variety of hats - she explains it by saying, "I'm the social director, the party planner, the camp counselor all rolled into one.” I plan all programming (including music and lighting) and handle all celebrities and VIPs and just manage the 'cool factor' there."  Essentially she was a connector for the brand – (having previously worked as a publicist at Stila and Tarina Tarantino) to collaborate on a variety of company and property-based projects and events. 

Rosenfield’s role when first created was unprecedented; not only did people not believe her title (or responsibilities) were real, but they couldn’t quite seem to grasp that one influential individual could oversee and curate an entire feeling and sensory experience for guests of a luxury hospitality company. Now, brands such as W and Renaissance have developed similar roles that they agree are pivotal in enhancing their guest experiences and general reputation.