We shared the belief of the new senior executive team at Red Lion Hotel Corporation in the untapped potential of creating a new three-star lifestyle hotel brand. We set out to help them create a brand that would celebrate the core values of their home in the Pacific Northwest, or PNW: Pioneer, Nurture and Wonder.
Together, we saw the creation of a new brand as a catalyst to rethink the offerings within their existing brands, Red Lion Hotels and Red Lion Inn & Suites. What we saw was an opportunity to develop a range of signature moments that could be incorporated into each of their brands at the appropriate investment levels.
This brand makeover solution would be flexible enough to apply to future conversion opportunities, one of RLHC’s key growth goals.
We began designing and refining each of the signature brand elements for application and testing in a variety of RLHC properties. From the exterior to public areas and guestrooms, every aspect of the guest experience was considered.
The result was a highly flexible set of solutions, including a living stage, stadium seating, a premium coffee experience, a focus on the arts, and significant brand lift.
RLHC couldn’t wait to share the new brand direction with the industry, so together we designed a pop-up brand launch event at the October, 2014 Lodging Conference.
As a backdrop for the unveiling, we staged an entire RL lobby experience, down to uniformed baristas and a live artist-in-residence. The result was an immersive brand experience, not just a brand showcase, for the media and prospective franchisees and investors.
While nearly a dozen RLHC hotels were in their early redesign phase, we were engaged to develop a new design center/satellite office in Denver where the new design direction elements could be showcased, including model rooms for each of the three brands.
The outcomes of these test fits are now contributing to our ongoing development of design and construction standards for all three brands.
With the successful launch of Hotel RL Baltimore Inner Harbor and RLHC continuing to acquire hotels across the nation, our continued work with RLHC includes the design of future RL hotels and the development of two additional new brands.