from January 2000 through October 2005. Revenue
per available room (RevPAR) levels at historic hotels
also rise above the national average, with these hotels
commanding an average daily rate of $165—more than
double the national average.
Membership in Historic Hotels of America (HHA)
provides properties a third-party seal of approval, much
like AAA or the Good Housekeeping Seal of Approval,
says Morrissey, who has a deep affection and close
relationship with HHA as a former board member.
He says that membership gives hotels credibility. Lisa
Impagliazzo, general manager of the St. James Hotel
in Red Wing, Minn., which is also a member, likes that
HHA has a full range of resources and allows her to
network to larger audiences as part of a bigger brand,
especially with its new partnership with Preferred Hotel
Group. The partnership with Preferred drew another
historic Minnesota property, the Grand View Lodge in
Nisswa, Minn., to apply for membership this year. “What
they offer now is much greater in our estimation,” says
General Manager Mark Ronnei, who appreciates the
stronger branding and marketing presence.
Now boasting 222 members, HHA began in 1989
with just 32 charter members. A program for the
National Trust for Historic Preservation, the organization promotes hotels that have maintained their
historic integrity. To become part of this growing
community, hotels that apply for membership must
inhabit buildings at least 50 years old and eligible for
the National Register of Historic Places. Member hotels
benefit from the association’s commitment to promoting historic travel. Four member hotels can be found
in Minnesota, including The Saint Paul Hotel, the St.
James Hotel, Madden’s on Gull Lake in Brainerd and
now The Grand View Lodge.
The HHA allows for members to share their stories
and strategies. The program also provides members
with services such as a vibrant public relations program,
an online reservations system and a historic marketing
kit. HHA’s Roch says the organization’s partnership
with Preferred Hotel Group helps “provide much more
promotional visibility to consumers who prefer a historic experience in their travels.” Through the HHA, he
also helps educate hoteliers about the heritage travel
segment of the population.
“They seek authentic travel,” Roch says. “In other
words, they don’t want a watered down diluted version
of a hotel. You have to understand these people have
been there, done that. They have traveled a great deal
in their lifetime, perhaps on business and they want
the real McCoy.”
Telling a Story
“Regardless of size, type or brand affiliation, properties
with storied pasts have the opportunity to build and
maintain advantages over newly built properties,” says
HVS International’s Melville. Staying in historic hotels
sets a visitor in a specific time and place and directly
infuses his or her visit with emotion.
Morrissey knows a thing or two about historic
properties. “We’ve really carved out a bit of a niche,
in that we’ve done a lot of work with historic properties,” he says. In addition to The Saint Paul Hotel,
Morrissey Hospitality’s lodging division also manages
the Eldridge Hotel in Lawrence, Kan., and the Hotel
Winneshiek in Decorah, Iowa. The company also
managed the St. James Hotel from 2000-2002. All of
these hold membership in Historic Hotels of America.
“I have a pretty broad appreciation and understanding
of the uniqueness these properties play in their com-
westin photo courtesy of westin minneapolis
Old is New Again
Westin Minneapolis
There are historic hotels
and then there are
hotels in historic buildings. “I think there is
going to be a difference between
a historic hotel and a reuse of
a historic building,” says Bill
Morrissey, president of Morrissey
Hospitality, who wouldn’t classify
a new hotel in an old building
as a historic hotel. According
to Historic Hotels of America’s
Thierry Roch, it all comes down
to how well a hotel preserves
and promotes its history. “We
welcome major brands. We have
over 30 major brands that own
or operate hotels in our collection,” he says. But, if you still
feel like you are in a generic
brand hotel in any city, that’s not
a historic hotel, even if that hotel
resides in a historic building.
Chain hotel brands have
been reutilizing older buildings for years. It’s a chance
for a brand to add an edge, to
stand out. In fact, such hotels
