Mr. Hill

Architecture & Design

Three Easy Solutions in Updating Historical Properties into Boutique Hotels

By Roger G. Hill , Chief Executive Officer & Chairman, The Gettys Group Inc.

When travelers choose to stay in boutique hotels, they're forgoing the familiarity afforded by national chains. Whereas chain and franchise hotels offer consistency from market to market, boutique hotels build their reputations on difference. A traveler booking a room in a boutique hotel is banking on a unique, unforgettable experience. One of the key ways hoteliers develop stand out boutiques is by investing in design. D'ecor is a key factor for a boutique hotel trying to rise above the crowd and heighten the sense that the traveler has escaped from everyday.

Developers of boutique hotels are experts in leveraging design to create unique guest experiences. Historic hotels are perfectly poised for redevelopment as boutique hotels, and they offer that something extra that guests seek. Don't be afraid to invest in a historical property, especially if it's designated a landmark. The design challenges inherent to historical properties are surmountable, and even the most dilapidated properties can be restored to glory. The end result is a modern hotel infused with a narrative, and the cachet of staying in a historical property can make for an unforgettable guest experience. When you embrace a hotel's past and restore its glamour, guests feel the magic.

InterContinental Hotels Group is participating in the evolution of boutique hotels, and the redevelopment of the 175 room Hotel Cass - Mag Mile on Wabash Avenue in Chicago is a perfect example of how modern hoteliers are using design solutions to create stand-out boutique hotels out of historical properties.

The Hotel Cass first opened its doors in 1927 and is one of the last original buildings along the stretch of Wabash Avenue between the Chicago River and Erie Street to be redeveloped. Maintaining the integrity of the building's historic 1920s Beaux Arts facade was a key driver during the hotel's renovation in 2006 through its opening in the fall of 2007. Today's Hotel Cass is a Holiday Inn Express and features the customized look travelers expect from boutique hotels with the standard of service associated with a Holiday Inn Express.

How can other hotels follow the example of Hotel Cass to repurpose a historic property into a new, on-trend boutique hotel?

1. Blend vintage and new elements to create a one-of-a-kind hotel. A traveler's first experience of the Hotel Cass is its formal, limestone entrance, complete with black granite cornerstone detailed flooring. As guests move to private spaces, the d'ecor becomes more contemporary. The hotel's entire mood changes as the color palette shifts from blacks, neutrals, and reds to layered white tones with metallic accents. Even the guest bathrooms blend old and new by layering ornate wall covering and vintage-inspired subway tiles with modern rainfall showerheads. Contemporary furniture mixed with antique pieces sends a clear signal to guests they're staying in a modern boutique hotel, located in a historic setting, giving them the best of both worlds at every turn.

2. Pepper the property with unexpected details to enhance the boutique feel. From a mix of rock, pop, alternative, and hip hop that greets guests at the door to reproductions of 1920s ShadowLands magazines in the great rooms, the Hotel Cass is transformed by unique touches. Travelers expect original touches in boutique hotels, and the more your hotel incorporates whimsical or local elements, the more it will surprise and delight your guests. Resist the temptation to pile on features by sticking to a theme. Draw inspiration from the history of your hotel.

3. Reflect the environment surrounding your hotel. Photography originating in L'Officiel, a leading fashion magazine in the '60's, adorns Hotel Cass guest rooms, connecting to the vibrant shopping district steps away from the hotel's front door. The Fluid Stills(R) Art Illusions image of a cityscape featuring the Hotel Cass is the first work of art guests notice upon check-in. As a cutting-edge new art form, the installation further reinforces the confluence of vintage and modern. Finally, local restaurant Bijan's Bistro provides in-room dining. After a long day, a guest still doesn't want to miss out on local dining, but the Hotel Cass brings a Chicago staple right to the room.

All of the elements in Hotel Cass come together to offer travelers a truly unique experience. The newest boutique hotel in Chicago is an escape to a more glamorous era. Like Hotel Cass, your boutique hotel can offer travelers a retreat from the ordinary. As you can see, the essential steps I've listed above aren't exclusive to a national chain, and they aren't cost-prohibitive. Hotel Cass was redeveloped with a modest budget and accelerated timeline, aided in large part by the Integrated SolutionsTM system of design and procurement, which provides the fastest possible project turnaround time and shifts product risk off the hotel developer.

To take your hotel to the next level, you also should consider linking historic renovations with another hospitality trend - green. Although the U.S. Department of Interior Standards for Historic Preservation prevent a historical property from obtaining LEED certification, due to a number of conflicting criteria, landmark renovations and environmentalism share many common goals. In 2006, advocates on both sides began a formal discussion on the merits and challenges or marrying green initiatives with historic restorations, and following are some of the qualities common to both movements.

1. Limit or reduce waste. Preservationists and environmentalists alike argue that tearing down an old building for new construction is a waste of natural resources. Historic building materials originated in forests and quarries and should not be thrown in landfills.

2. Reclaim materials. Although the Department of Interior Standards prohibit the use of new, cutting-edge materials in place of authentic finishes, it is possible to recycle old materials to both replicate the original look and feel of a landmark property, without sourcing new materials.

3. Localization. The green movement increasingly promotes the use of local materials to limit shipping costs and encourage regional economic growth. Similarly, restoring a historical property can boost an urban district by transforming a rundown block into a top tourist destination.

You likely won't be able to apply the full array of green solutions to your historical property, but the rewards will pay off in guest satisfaction. Setting your boutique hotel in a historical property adds magic to the guest experience and adding green elements brings together many of the features a hotel guests desires, while creating a one-of-a-kind experience. Help your guests find an historic haven in your hotel by combining the best of today's amenities with the glamour of yesteryear.

Nearly 25 years ago, Roger Hill co-founded Gettys, a Top 10 hospitality interior design, procurement and development firm. Under his leadership, Gettys has grown to a global team of business-minded professionals who specialize in hotels, resorts, spas, casinos and mixed-used developments the world over. A respected industry veteran, he is frequently called upon by hospitality and business media outlets to provide insight into the redevelopment, renovation, and repositioning of hotels. A graduate of Cornell University, Roger has served as an appointed delegate for the White House Conference on Small Business, and is a member of ULI, YPO and ISHC. Mr. Hill can be contacted at 312-836-1111 or info@gettys.com Extended Bio...

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