Hotel Indigo Winston-Salem Downtown Opens in Historic Pepper Building, a 1928 Art Deco Landmark

USA, Winston-Salem, North Carolina. May 22, 2019

Hotel Indigo Winston-Salem Downtown, has officially opened its doors in the historic Pepper Building at Fourth and Liberty Streets, revitalizing a 1928 Winston-Salem art deco landmark and bringing a stylish boutique hotel experience to the city's vibrant arts district. The property, owned by Mayfair Street Partners and managed by Aimbridge Hospitality, includes 75 guestrooms, nearly 1,600 square feet of meeting space and the newly-opened Sir Winston, a signature restaurant and wine loft concept specializing in Southern cuisine with a European influence.

Hotel Indigo Winston-Salem Downtown becomes the latest Hotel Indigo® property, joining a global portfolio of unique boutique hotels under the InterContinental Hotels Group (IHG) umbrella, which combine authentic local experiences, modern design and intimate service with the peace of mind and consistency of staying with one of the world's largest hotel groups. Each hotel is individually and distinctively reflective of its surrounding neighborhood and culture from the art, to the local flavors to the intrinsic design.

The new look and feel of Winston-Salem's Hotel Indigo, imagined by CJMW Architecture, creates a stunning juxtaposition between the building's storied history as a bustling 1920's department store and furniture store, and the area's quirky and colorful modern persona - an eclectic and stylish intersection of art, culture, music and fashion. The goal of the design was to maintain the historic integrity of the Pepper Building, which has sat idle for 25 years, preserving as much of the structure and details as possible. Notable design elements woven into the contemporary design include original cornice molding, vintage signage from the previous office space, and greeting guests to the main dining room, original pendant lighting unearthed during an excavation of the building's sub-basement. A color palette and furnishings in the guestrooms and common areas capture the unique whimsy of the 1950's, with mid-century modern pieces featuring warm wood tones and lively pops of orange and teal. Wall coverings and floor tiles reflect popular designs from the era, and mimic similar patterns from the department store's original Terrazzo flooring at the North and East entrances.

Additionally, the property celebrates the opening of Sir Winston Wine Loft & Restaurant, which pays homage to both Sir Winston Churchill, arguably England's greatest Prime Minister, and the original Sir Winston restaurant, which occupied the location for over 20 years and was one of the city's favorite eateries. The restaurant incorporates a farm-to-table menu philosophy, delivered in a casually elegant environment, alongside a relaxed wine loft concept ideal for socializing with a glass or bottle from several of the world's premier wine regions.

Guests of Hotel Indigo Winston-Salem can also enjoy a host of additional amenities including a 24-hour fitness center, business area, complimentary WiFi, a convenience market and Aveda bath products. The property is ideally located near historic Old Salem, the Reynolda House Museum of American Art, local breweries, Benton Convention Center and the Millennium Center.

Hotel Indigo Winston-Salem Downtown is owned by Mayfair Street Partners under licensing agreement with IHG Hotels and Resorts and management contract with Aimbridge Hospitality, the nation's largest third party hospitality management company.

The Hotel Indigo brand is part of IHG's diverse family of brands in nearly 100 countries and territories. The scale and diversity of the IHG family of brands means that its hotels can meet guests' needs whatever the occasion - whether an overnight getaway, a business trip, a family celebration or a once-in-a-lifetime experience. The Hotel Indigo Brand participates in IHG® Rewards Club.

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Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.