Lifestyle Brand Creation and Activation
Hotel LeVeque Autograph Collection
In March of 2017, First Hospitality Group opened Hotel LeVeque following their conversion of the historic LeVeque Tower in Downtown Columbus, Ohio into an Autograph Collection by Marriott. FHG leveraged its expert branding partners to create a hotel identity that was not only unique but embraced its historic significance. In addition, there was a focus on incorporating sensory-branding to lend to an immersive and unparalleled guest experience that Autograph Collection hotels are known for. Programming included a “sleeping under the stars” turn down service and local artisan created bathroom amenities. The hotel also features a full-service Starbucks as well as “The Keep” Bar & Restaurant, which is rated 5 out of 5 on Yelp and has been locally recognized by ColumbusUnderground.com and ColumbusMonthly.com. The hotel is currently ranked in the top 15% of all Autograph properties for “Intent to Recommend” and ranked in the top 25% of all hotels in Columbus on TripAdvisor.com. Thanks to expertly executed sales and revenue strategies, the hotel ramped up to a 103 RevPar index within its first 60 days of opening. Hotel LeVeque continues to shine brilliantly as the star of the Columbus skyline.
Best Opening in North America
In December 2010 the 93 room Hyatt Place Des Moines Downtown opened its doors in Des Moines’s historic 1923-built Liberty Building following a complete, top-to-bottom renovation. FHG quickly deployed a heavy direct sales effort to target local corporate and group business as well as a focused effort on cultivating key brand relationships. Efforts contributed to not only a quick ramp up but helped to set the hotel up for sustainable long term success. In early 2012, Hyatt Hotels & Resorts announced First Hospitality Group as the recipient of the ‘Best Hyatt Place Opening in North America’ for the exceptional performance.
Accelerated Ramp Up
Hilton Garden Inn
The Hilton Garden Inn Louisville Downtown is a quasi-service hotel that opened in November of 2014, featuring a trendy rooftop bar/restaurant experience (one of Open Table’s 100 Hottest Restaurants in 2016). The property ranked #1 in ADR out of the gate with a 116 ADR index in the first month open and a 107.4 RevPAR index within it’s second full month of operation. First Hospitality Group’s deeply rooted market knowledge, seasoned revenue management experts, and experience creating unique dining destinations contributed to immediate and positive results. FHG’s ample sales and marketing support lends to sustained success including #1 in ADR and #1 in RevPAR to date. Hilton Garden Inn Louisville Downtown remains a top competitor in the market, maintaining their ranking in the Top 25% of their market on TripAdvisor.
Chicago South Loop
The Chicago South Loop is an independent hotel in Downtown Chicago. Shortly after opening, ownership recognized the hotel’s self-management limitations and in 2009 FHG was selectedas the ideal hotel operator for achieving the hotels full revenue potential. Within 60 days of take over the property had more than quadrupled revenues and within the first full year was able to increase RevPAR by 21.5 points year over year. This was achieved by leveraging in-depth Revenue Management practices including optimizing all available booking channels. Deploying thoughtful marketing helped build awareness and strengthen overall presence. Quickly staffing the hotel with experienced associates to drive aggressive sales efforts and maintain consistent guest experiences also contributed strongly to the hotels success.
Hilton Garden Inn Milwaukee Downtown
The Hilton Garden Inn Milwaukee Downtown is an adaptive development recognized by Hilton Hotels as the 2012 “Deal of the Year”. The hotel is uniquely situated within Milwaukee’s historic Loyalty Building, originally constructed in 1886. The building features a four-story atrium, original granite and limestone floors and façades, and one of the best-preserved and most celebrated 19th century commercial interiors in the state of Wisconsin. First Hospitality Group understands the intricacies of developing historic properties like this one, with a focus on protecting architectural integrity. Upon opening in 2012 the hotel achieved a RevPAR index of 108.7 within its second full month of operating. Since then, the hotel has consistently held #1 ADR and #1 RevPAR rankings and is also ranked #1 in all of Milwaukee on TripAdvisor.
Hilton Garden Inn Bloomington, MN
Converting an outdated and underperforming Holiday Inn Express in Bloomington, MN (home to Minneapolis-St. Paul International Airport and The Mall of America) to a stunning, new Hilton Garden Inn was no small feat for First Hospitality Group. Within 90 days of ramp-up, we achieved a 134.5 RevPAR index and ranked #1 in RevPAR in the market. Our proactive sales strategy to increase group bookings and to contract new, more highly rated corporate accounts proved to be a success. With a renewed focus on GSS, the team was able to elevate their performance above Hilton Garden Inn benchmarks, raising overall service to 77% (6.6% higher than brand benchmark) and property loyalty to 69.3% (14% higher than brand benchmark). The Hilton Garden Inn Minneapolis Airport/Mall of America is an excellent example of how new leadership and new branding can tap into the underlying potential of asset.