Driftwood Hospitality Rebranding Former Red Lion Hotel Paper Valley to Hilton Appleton Paper Valley

USA, Appleton, Wisconsin. July 27, 2021

Driftwood Hospitality and Hilton Hotels & Resorts announce the rebranding of the former Red Lion Hotel Paper Valley to Hilton Appleton Paper Valley. After a property refresh, the hotel will open its doors under Hilton's flagship brand in late 2021. Located in a premier location in the heart of downtown Appleton, the 388-room hotel is poised to welcome leisure and business travelers with well-appointed accommodations, while boasting 38,000 square feet of flexible, customizable event space making it the ideal location for downtown meetings and celebrations. Connected to the Fox Cities Exhibition Center, the hotel offers unparalleled access to all that downtown has to offer such as performing arts, museums, and shopping.

Renovated as recently as 2018, the property will undergo a full Hilton refresh, including guestrooms, public areas, and event space, prior to the official conversion. "The complete renovation of the hotel is a great indication of the strength of our hotel and is welcomed by our employees and guests alike," remarked Linda Garvey, general manager. "We remain committed to serving our community as a major anchor to the downtown area and also an exceptional employer in the hospitality sector of our city."

Offering 38,000 square feet of meeting space, Hilton Appleton Paper Valley will allow meeting planners to choose from 26 function rooms and an outdoor courtyard area to accommodate important board meetings, business conferences, banquets, or wedding receptions. The well-appointed space can host up to 2000 guests and is the perfect venue for weddings, receptions, conventions, business conferences, small meetings, banquets, trainings, birthdays, and other social, educational, governmental, and corporate events.

While staying at the hotel, guests can choose to dine at any of the five restaurants and lounges on site, including the award-winning Vince Lombardi's Steakhouse. Boasting sizzling steaks, superb wines and a one-of-a-kind atmosphere decorated with more than 400 pieces of the Green Bay coach's personal memorabilia and classic photos, Vince Lombardi's Steakhouse is a dining icon in the Fox Cities. The Clubhouse and The Orchard Cafe are also perfect dining choices for guests in search of a more casual atmosphere. Jo a la Mode offers grab and go options and coffee, while the Blaze Bar is perfect for social gatherings, unwinding, business meetings, and happy hours at the end of a busy day.

Additional amenities such as a heated indoor swimming pool and a beautiful outdoor courtyard with comfortable seating create a relaxing space for guests to unwind. A 24-hour, state-of-the-art fitness center is also available offering guests weights, treadmills, ellipticals and stationary bicycles, to keep up with their workout routine. With the property's complimentary shuttle, visitors can travel to and from the airport stress free.

To emphasize its commitment to the health and safety of guests, Hilton Appleton Paper Valley is participating in the Hilton CleanStay Program to deliver an industry-defining standard of cleanliness. Hilton's elevated processes and Team Member training have been developed with Reckitt, maker of Lysol and Dettol, to help guests enjoy an even cleaner and safer stay from check-in to check-out.

The hotel, operated by Driftwood Hospitality Management, is located at 333 W College Ave, Appleton, WI 54911. The property will remain a Red Lion Hotel until the Hilton conversion in late 2021.

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Revenue Management: Monetizing All Offerings


Of all the departments within hotel operations, Revenue Management may have been the hardest hit, due to the pandemic. The logic goes - no revenue, no need for revenue managers - so many industry professionals were furloughed. If business rebounds in 2021, as expected, then hotel management will have to determine when prevailing occupancy levels justify bringing back their revenue management team. Also, the pandemic seems to have exposed some weaknesses in the traditional RevPAR models. There is a growing understanding that it is no longer sufficient to use a "revenue per available room" model; instead, hotels are adopting a TRevPAR model (total revenue per available room). This model recognizes that revenue streams from other departments are just as important as the revenue gained from rooms. As a result, hotels are looking at ways to monetize any and all hotel offerings - from dining outlets and spas to outdoor function spaces and local partnerships. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.