NorthPointe Hospitality Management Opens New Crowne Plaza in North August, South Carolina

USA, Atlanta, Georgia. March 19, 2019

NorthPointe Hospitality Management announces the opening of the new Crowne Plaza® North Augusta, located in the $200-million Riverside Village development, along the banks of the Savannah River. The new 30-acre mixed-use development combines a beautifully crafted pedestrian-friendly neighborhood with single family homes, condominiums and apartments; a vibrant town and event center; restaurants; brewery; outdoor center; and the new SRP Park, home of the Green Jackets Minor League Baseball Team.

The five-story upscale hotel features Crowne Plaza's newly-patented WorkLife Room design; 180 guestrooms and suites; a 120-seat restaurant and bar; rooftop bar; 11,000 square feet of technologically advanced interior meeting space that includes a 5,400 sq.- ft. ballroom; 6,000 sq.-ft. of outdoor meeting and event space; outdoor pool; and a fitness center featuring Peloton bikes. The hotel is pet friendly. 

The general contractor for Crowne Plaza North Augusta is Brasfield & Gorrie of Birmingham, Ala. Architects are Rabun Rasche Rector Reese and Wakefield Beasley & Associates, both of Atlanta. The interior design firm is Atlanta-based Sims Patrick Studio. 

"The new Crowne Plaza North Augusta was designed to be the town center and an inviting meeting spot for locals and visitors," says Jeff Brower, general manager of Crowne Plaza North Augusta. "The hotel embraces modern southern hospitality in its service, design and decor. Interiors blend the warm sophistication of the southern heritage of leisure sporting and local artisans with a welcoming and modern aesthetic." 

Located on the first floor of the hotel, Salt + Marrow Kitchen, a specialty wood-fired grill restaurant, has a street entrance for local guests and views of SRP Park, home of the Augusta Green Jackets, and Riverside Village. Breakfast and dinner are served daily. Lunch is available daily at Salt + Marrow Parlor Bar, which is next to the restaurant and is an inviting gathering place for locals and visitors, with a cozy environment of rugged leather and warm wood decor. 

Executive Chef Dominic Simpson and the culinary team prepare incredible menu items on Grillworks, an American artisanal wood-fired grill with signature cast aluminum crankwheels which allow the culinary team to adjust the height of the cooking surface. Praised by James Beard and noted chefs throughout the country, this method of cooking is a first in the Augusta area. Special events, such as culinary dinners with guest chefs, will be offered throughout the year. On the top floor of the hotel, Jackson's Bluff Canteen & Lookout, an upscale rooftop bar with whimsical details throughout, is the ideal spot in the area for enjoying beautiful views, people watching, hand-crafted cocktails, small plates, beer and wine. 

Crowne Plaza North Augusta's 180 WorkLife guest rooms and suites, many with views of the Savannah River, are designed around the evolving needs of modern business travelers, providing an incredible mix of comfort, connectivity and flexibility. The angled beds feature padded headboards with integrated LED lighting, plus multiple electrical outlets and USB ports on each side of the bed. WorkLife rooms also include a moveable table by the loveseat that can hold food, or a computer as needed.

The hotel's 11,000 sq.-ft. of technologically advanced interior meeting space has high-tech sensory technology, state-of-the-art lighting and enhanced audio-visual capabilities. The 5,400 square-foot ballroom, which opens onto outdoor event space, can be separated into three private bays to accommodate groups and private events. Additionally, there is pre-function space and four meeting rooms that can be used for breakout space and offer exceptional meeting flexibility. The hotel also has an additional 6,000 square feet of exterior space for meetings, events and celebrations. Crowne Plaza North Augusta's gathering space is also ideal for customized weddings, receptions, engagement parties, rehearsal dinners and bridal events. 

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Coming up in August 2019...

Food & Beverage: Millennial Chefs Lead the Way

Led by Millennial chefs, hotels continue to foster sustainability, sourcing and wellness within their dining rooms and banquet spaces, and by all measures, this is responsible for an increase in their revenues. In many hotels, the food & beverage division contributes 50 per cent or more to hotel sales and they are currently experiencing double-digit growth. As a result, hotel owners are allocating an increasing amount of square footage for F&B operations. The biggest area of investment is in catering, which is thriving due to weddings, social events and business conferences. Hotels are also investing in on-site market or convenience stores that offer fresh/refrigerated foods, and buffet concepts also continue to expand. Other popular food trends include a rise of fermented offerings such as kombucha, kimchi, sauerkraut, tempeh, kefir and pickles - all to produce the least processed food possible, and to boost probiotics to improve the immune system. Tea is also enjoying something of a renaissance. More people are thinking of tea with the same reverence as coffee due to its many varieties, applications and benefits. Craft tea blending, nitro tea on tap and even tea cocktails are beginning to appear on some hotel menus. Another trend concerns creating a unique, individualized and memorable experience for guests. This could be a small consumable item that is specific to a property or event, such as house-made snack mixes, gourmet popcorn, macaroons, or jars of house-made jams, chutneys, and mustards -all produced and customized in house. One staple that is in decline is the in-room minibar which seems to have fallen out of favor. The August issue of the Hotel Business Review will document the trends and challenges in the food and beverage sector, and report on what some leading hotels are doing to enhance this area of their business.