Many hotel brands talk about how they are invested in the community their properties reside in. Much of the time though, this manifests itself in the expected ways such as a partnership with a local chef, encouraging the use of city bike share, etc. While these are all great efforts, a hotel shows its true colors in times of crisis and need. When the Standard Hotel in the East Village (NYC) posted the below after a neighborhood disaster, I was so proud of them. This wasn’t a brand affiliation cooked up in a corporate office, but a showing of true compassion by the local team, mere hours after the event occurred. No red tape, no approvals needed - just a glimpse into this hotel’s culture and commitment to its local community.