When a hotel became a stage.
As Sales and Marketing Role at Capital Plaza Hotel, Iulia Bogza identified an opportunity hiding in plain sight.
During the day, the hotel's conference and event spaces hosted corporate meetings and business events. But after 7 PM, they stood empty. At the same time, the hotel's restaurant and F&B operations needed new ways to attract guests and generate additional consumption. The mission was not to create more space, but to create more value from the space that already existed.
This is how "Teatru la Hotel" was born: a new and pioneering concept in the Romanian hospitality market. A corporate event space was transformed into a theatre after business hours, inviting people to watch a play while also enjoying dinner in an entirely new setting. What had previously been an unused ballroom in the evening became a stage, a cultural venue, and a new reason for people to walk into the hotel. From concept development to sales, marketing, partnerships, and execution, Iulia helped turn an underutilized hotel asset into a completely new hospitality experience.
Teatru la Hotel maximised unused space, generated additional F&B consumption and attracted a new audience beyond the hotel's traditional corporate clientele.
More importantly, the concept introduced a new way of thinking about what a hotel could become after business hours. At the time, it was an unprecedented concept in the local hospitality market — one that helped set a trend. More than 15 years later, similar concepts continue to be adopted and reinterpreted by other hotels. Because sometimes innovation doesn't require building something new. It simply requires seeing what already exists differently.
