Hotel Florence Completes Renovations and Joins Tapestry Collection by Hilton

USA, Florence, South Carolina. March 17, 2021

Hotel Florence, a unique boutique hotel located in the heart of historic downtown Florence, South Carolina, is pleased to announce the completion of their interior renovations and conversion to Tapestry Collection by Hilton. Owned and operated by Raines since 2013, the property began the renovation process in October 2020.

Guests of the hotel can now experience extensive room renovations, including major bathroom upgrades, new furniture, fixtures, and equipment, new carpet and paint, updated artwork, and more. The property's existing restaurant, Victors, also received an upgrade, including new seating, a bar renovation, and a new color scheme. Hotel Florence remains steeped in Florence culture and continues to showcase the historic downtown area's rich roots.

"After seven wonderful years in the Florence community, we are excited to complete this next step in our development of Hotel Florence and our investment in the downtown community," said Grey Raines, Managing Partner of Raines. "Our new partnership with Hilton will reinvigorate Florence's hospitality offerings and enable us to continue operating as the city's premier hotel. We are excited to welcome our community and our guests to experience the updates at Hotel Florence."

Hotel Florence headlines the company's recent launch of Woven by Raines - a specialized division that weaves a distinct development and service approach into each of its boutique properties. Featuring customized strategies, tailored branding and marketing tactics, and top-tier food and beverage programming, Woven offers a full-service approach to operating boutique hotels. Leading this new division in the Raines family is Executive Vice President Gavin Philipp, a hospitality professional with extensive knowledge in the boutique hotel sector. The Foundry Hotel Asheville, a Curio Collection by Hilton Hotel, is also a Woven by Raines property.

Located along I-95 and within a short drive of several bustling cities such as Charleston, Greenville, Charlotte, Columbia, and Savannah, Florence serves as the perfect weekend getaway for nearby residents or those traveling for business. Suited for all business needs, the hotel and Victors have over 2,900 square feet of meeting and event space that can host up to 250 people; audio and visual packages available; complimentary WiFi throughout the property; catering capabilities.

The hotel also boasts an in-house spa for down time relaxation - The Spa at Hotel Florence. The full-service spa is open to guests and outside visitors and features state-of-the-art individual treatment rooms, a couple's massage room, and a serene relaxation area, as well as a selection of treatments for both men and women. Guests of the hotel can receive spa treatments from the comfort of their own room upon request.

Hotel Florence is led by Dylan Purvis, General Manager, and Taylor Johnson, Director of Sales - two South Carolina natives and leaders in the hospitality industry.

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During an economic downturn, it is tempting to slash marketing budgets to make up for lost revenue. But smart hoteliers play the long game, knowing that companies who stay engaged with their customers will be the first to benefit from a rebound. Therefore, now is the time to renew and revamp sales and marketing strategies in order to be ready for what lies ahead. For example, this is a perfect time to refresh website content, social media and SEO.  The same for hotel blogs where content can be updated to give customers inspirational ideas as they begin to travel and meet again. Multimedia assets should also be revised with new photo/video shoots that provide accurate information about how setups, room configurations, and onsite offerings have changed to accommodate safer meetings and social distancing. The June Hotel Business Review will focus on the sales and marketing strategies that some hotels are adopting in anticipation of a recovery in 2021.