New Upper Midscale Soft-Brand Caters to Travelers Seeking Hyper-Local Experiences in the Hearts of Cities They Love
Chicago, IL – September 17, 2018 – The St. Clair Hotel™, the first property in The Red Collection™, Red Roof®’s first soft-brand, will open in downtown Chicago at 162 E. Ontario Street, just one block from the Magnificent Mile, a premiere destination for shopping and dining. Designed to give guests an authentic upper midscale experience at a value price, The St. Clair Hotel’s 208 modern, amenity-filled rooms have been revitalized, renovated and upgraded. Guests can also expect a restaurant on premise in the future.
The St. Clair Hotel is in one of the most coveted locations in Chicago. Hyper-local, it’s at the intersection of St. Clair and Ontario, in the heart of Streeterville, a vibrant downtown Chicago neighborhood whose main attraction, the Navy Pier, is filled with amusement rides, gift shops and eateries; its docks are lined with sightseeing boats and bicycles. Beyond the Pier, the neighborhood boasts a range of entertainment options, from four-star French cuisine to Ohio Street Beach to the Museum of Contemporary Art. Close to The St. Clair Hotel, guests will be able to walk to the historic Water Tower and the iconic Chicago River.
Red Roof is entering a new sector with The Red Collection: upper midscale city center hotels that are unique and reflect the local vibe and culture of the city centers in which they’re located. Red Roof’s research showed that many of today’s travelers are not looking for hotels that are identified as “trendy” or “hip”. Instead they are looking for modern, accessible lodging with enhanced amenities in the heart of cities they love; prime locations near the activities they love to do.
"The St. Clair Hotel is the flagship property of The Red Collection, a new soft brand that provides access to new markets and audiences for us," says Andrew Alexander, President, Red Roof. "Because there is already core equity in Red Roof, this is the perfect time for us to grow our portfolio as we build on our strong brand base. The Red Collection allows the company to enter new channels, expand business models and offer unique and evolved products to new and existing customers accommodating the diverse needs of travelers across the country."
The St. Clair Hotel features modern, clean and fresh décor that you would expect from a major city hotel. Rooms are decorated with locally-inspired artwork of Chicago cityscapes. Guests will sleep comfortably as rooms feature silky upgraded bedding and pillow top mattresses. Beyond the bedding, upscale room amenities include spa-inspired bathrooms with multi-flow shower heads and Seattle’s Best® Coffee in every room.
The St. Clair Hotel is the only hotel on the Magnificent Mile that offers select rooms with two King-sized beds. Those who book Elite Windy City King-King rooms will enjoy a "Sleep Enhancing Kit" with a white noise machine, helping them get a good night’s rest. Stocked with quintessential Chicago-themed souvenir kits to extend the experience – and the guests’ memories – long after they’ve arrived back home.
An inviting hotel lobby welcomes guests who want to relax or plug in, with plush high-tops, outlets for multiple devices and the Red Thread brand standards including Fast. Free. Verified. Wi-Fi™. The St. Clair Hotel will proudly uphold popular guest initiatives, including a free pet-friendly policy and the richest-in-class loyalty program, RediCard®.
The Red Collection™ is attractive to existing and new franchisees providing opportunities to diversify and invest in unique city-center hotels with a focus on locations in major cities, state capitals and resort destinations, providing modern and authentic experiences to guests. "The Red Collection meets the continued demand for the brand from consumers, franchisees and investors," notes Phil Hugh, Chief Development Officer, Red Roof. "We have a robust pipeline of franchise interest."
Veteran franchisee, Packard Hospitality Management is introducing the first franchise property of The Red Collection, State House Inn™ in downtown Springfield, Illinois. Opening this fall, State House Inn, with 125 guest rooms, has undergone a full renovation; styled after the mid-century modern movement staying true to the era in which the hotel was originally built. Guests will be just a short walk away from the Illinois State Capitol, Abraham Lincoln Presidential Library and the Illinois State Museum, offering an ideal location for guests traveling for government business and tourists visiting historic sites in the area.
Future cities under consideration for The Red Collection include New York, Las Vegas, Charlotte, Austin, and Atlanta, among other cities travelers love.