Capital Hotel redefines itself and drives double digit growth.
Following a $25 million stem-to-stern renovation, Little Rock’s Capital Hotel reopened — right into the teeth of the worst economic storm to hit the United States in generations. Sales and “buzz” were disappointing. The new Capital Hotel needed to re-energize interest, engage the locals and clearly differentiate itself not only from its competitors, but also from its past.
The employee population engaged immediately in the brand story, recognizing the truth of how it captures and articulates the property’s DNA. The regional market responded almost immediately — lifting year-over-year food and beverage sales +29% within three months of launch. As locals refer guests, occupancy and room revenue continue to climb — supporting a rate differential as high as $75 a night.