{"id":900113,"date":"2026-10-05T14:48:11","date_gmt":"2026-10-05T14:48:11","guid":{"rendered":"https:\/\/popupagency.com\/?p=900113"},"modified":"2026-10-05T14:48:11","modified_gmt":"2026-10-05T14:48:11","slug":"the-berkeley-creating-a-seasonal-hospitality-destination","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/the-berkeley-creating-a-seasonal-hospitality-destination\/","title":{"rendered":"The Berkeley: creating a seasonal hospitality destination"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: Asbury Park, NJ \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">The Haunting recast the Berkeley Oceanfront Hotel through a seasonal story. Familiar event and guest spaces became part of a theatrical experience that gave Asbury Park visitors a new reason to return after summer.<\/p>\n<h2>How can a hotel develop an experience beyond its peak season?<\/h2>\n<p>A recurring event can give a familiar property a new identity at a different time of year.<\/p>\n<p>Recast the hotel as a seasonal haunting, then develop the second edition into a stronger reason to visit beyond summer.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-berkeley-haunting.webp\" alt=\"The Berkeley Oceanfront Hotel \u00b7 The Haunting at The Berkeley\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>The Berkeley Oceanfront Hotel \u00b7 The Haunting at The Berkeley<\/figcaption><\/figure>\n<h2>Change how guests experience the hotel<\/h2>\n<p>A haunted environment recast familiar spaces as part of a seasonal story.<\/p>\n<h2>Build on the first edition<\/h2>\n<p>The second year grew from the first edition\u2019s foundation, developing the concept into a stronger seasonal property.<\/p>\n<h2>The planning lesson<\/h2>\n<p>Look at how the property&#x27;s existing rooms can support the narrative. Guest programming, live entertainment and environment design need to connect across the visit. A recurring concept also needs a clear plan for how it can develop in later editions.<\/p>\n<h2>Who delivered the experience<\/h2>\n<p>POPUP developed and produced the haunted experience across the hotel\u2019s event and guest spaces. The second edition expanded the concept, building on the first year\u2019s audience response and the property\u2019s theatrical potential.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>The Haunting connected theatrical storytelling and hospitality, giving the property a distinctive experience beyond its summer setting.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>The Berkeley Oceanfront Hotel: Asbury Park, NJ.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Experience concept; Environment design; Production; Live entertainment; Guest programming.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/berkeley-hotel-haunted-hotel-experience\/\">The Berkeley Oceanfront Hotel project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/28\/michael-jackson-king-of-style-launch-event\/\">Michael Jackson Estate \u00b7 King of Style project story<\/a><\/li><\/ul>\n<h2>Further reading<\/h2>\n<p>For the wider event and campaign context:<\/p><ul><li><a href=\"https:\/\/www.fox5ny.com\/video\/866031\">FOX 5 New York: Haunted Hotel in Asbury Park<\/a><\/li><li><a href=\"https:\/\/www.timeout.com\/newyork\/things-to-do\/the-haunting-at-berkeley-oceanfront-hotel\">Time Out New York: The Haunting at Berkeley Oceanfront Hotel<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Planning a similar experience?<\/h2>\n<p>Tell us who you want to reach, where the experience needs to happen and what you want guests to do. We can help connect the idea with the space, production and operating plan.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Talk with POPUP about your brief<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Haunting transformed the Berkeley Oceanfront Hotel into a recurring seasonal destination, blending theatrical storytelling with hospitality.<\/p>\n","protected":false},"author":4,"featured_media":15484,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Berkeley: creating a seasonal hospitality destination | POPUP<\/title>\n<meta name=\"description\" content=\"The Haunting transformed the Berkeley Oceanfront Hotel into a recurring seasonal destination, blending theatrical storytelling with hospitality.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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