I don’t think Willie is selling this well… I mean what was the idea behind the billboard? “Be patriotic - sleep in Warren Jeffs’ old seraglio”?! How does THAT work?
If your selling point is luxury- show, don’t tell. Pictures.
But given that no interior designer has been in those rooms ever, you’re better off to market the “bizarre” element that polygamy holds. I don’t think a picture of Warren Jeffs would help (I think that only works with criminals that are long dead like Jack the Ripper). Maybe a Warren Jeffs picture would help, but I don’t think that macabre tourist segment is large enough.
—> adopt the “Merry Wives Café” approach. Pictures of easter egg women and kids with some kind of humorous polygamy pun. Maybe a picture of Zion National Park (Narrows, Angel’s Landing) as well.