Construction to Begin on The Brenton Hotel in Newport, Rhode Island

USA, Newport, Rhode Island. April 29, 2019

The first major milestone in the construction of Newport's newest luxury boutique hotel, the Brenton Hotel, took place yesterday as demolition began of the current two-story building at 31 America's Cup Avenue. Construction of the new 57-room hotel will begin upon completion of the demolition.

The Brenton Hotel will debut in spring 2020 at the prime location along the waterfront on the corner of America's Cup Avenue and Long Wharf, adjacent to the Newport Visitor Information Center and the Newport Marriott Hotel.

Owned by LWH, LLC, a locally based investment group, and operated by White Horse Hospitality also of Newport, the Brenton Hotel will be a five-story structure with parking on the ground floor and four floors above for public space and guest rooms. The development team worked closely with City and State officials and the Newport Historic District Commission to ensure the contemporary architectural design details of the hotel are consistent with Newport's historic character.

The hotel's 57 guestrooms and suites will have floor-to-ceiling windows and elegant design and décor features such as king-sized beds that "float" in the middle of guestrooms. Additional amenities include on-site parking, dining and social areas, and leading edge hospitality technology.

LWH is controlled by Farrar Equities, a Newport-based hospitality company which also owns the Mill Street Inn and White Horse Tavern, and Crosspoint Associates, which owns and manages various commercial properties throughout New England, including the Aquidneck Shopping Center in Middletown, RI.

The architect for the project is Group One Partners in Boston, MA. Newport-based Behan Brothers are general contractors for the development.

The hotel is named in honor of the iconic Brenton Reef at the entrance to Narragansett Bay, near the site where the America's Cup races were contested for 113 years. Brenton Point State Park, where Narragansett Bay meets the Atlantic Ocean midway along renowned Ocean Drive, provides one of the most commanding and spectacular views on the East Coast.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.