We tend not to think of hotels as cultural centers. In fact, chains do a lot of work to vanilla-fy so that customers have the same experience in Fargo as they do in Flagstaff. But one Seattle Challenger Brand is bringing the culture and rejecting the notion that a hotel’s only earthly purpose is to provide you with single-use shampoos.

The Sorrento Hotel hosts a series of nontraditional entertainment and education events called Night School. For example, during a session called Chamber vs. Chamber, attendees are treated to a performance and dialogue that explore the dichotomy between classical music and modern indie-rock.

So what does that mean? Well, they recently paired a French-lyricist and classically trained marimba player with the former lead singer of Harvey Danger. (Lyrics from Harvey Danger’s one and only song: “They cut off my legs now I’m an amputee, goddamn you!”)

So it, uh, gets interesting.

And then there’s the Midnight Symposium. Held in the 7^th floor penthouse, this program brings leading intellectuals, artists and writers to the Sorrento for an intimate conversation of their choosing. Last year, $50 got you a hearty stew, a big ol’ bottle of whiskey, some wine and a copy of the book under discussion.

Actually, the Sorrento Hotel has been a community gathering place since it was established in 1909. Townsfolk used to come through its doors just to have tea and shoot the scuttlebutt. Maybe even listen to a little poetry.

So now that they’re putting on events like Drinking Lessons – a two hour how-to and history of three different cocktails – even the locals are checking back in.

And this is what illustrates the fundamental shift occurring at the Sorrento. When was the last time you stopped by a Super 8 just to hang out? Heck, make that a Hilton. You’re still not dropping in for tea.

This translated into a 25% uptick in food and beverage sales at the Sorrento. And more room bookings.

And for those of you who think hotels are for holing-up, the Night School attitude extends to the Room Service menu. Order from an assortment of 12 books written in or about the Northwest and enjoy them at your leisure.

But we’re sticking with the stew and whiskey.

Keywords: Challenger Brand News, Challenger Brands, Chamber vs. Chamber, Drinking Lessons, Fitting Group, Harvey Danger, hotel, Midnight Symposium, Night School, Seattle, Sorrento Hotel