The first property to join Red Roof’s new soft-brand, The Red Collection, will be located in downtown Chicago near the Magnificent Mile.
With the brand’s first addition, the 208-room St. Clair Hotel, Red Roof officially enters a new hotel industry sector: upper midscale city center properties that are unique and reflect a city’s local vibe and culture.
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Given its coveted location at the intersection of St. Clair and Ontario, in the heart of Chicago’s Streeterville, The St. Clair Hotel fits the new brand focus quite easily.
The property is situated in a vibrant downtown neighborhood whose main attraction is the Navy Pier. Beyond the Pier, the neighborhood includes a range of entertainment options, from four-star French cuisine to Ohio Street Beach and 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.
The hotel’s rooms, meanwhile, are modern, amenity-filled spaces that have been revitalized, renovated and upgraded. There are also plans for a restaurant on premises in the future.
According to Red Roof research, 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,” Red Roof President Andrew Alexander said in a statement. “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 Red Roof Collection represents the first time in Red Roof’s 44-year history that it is developing a soft brand. During an interview, earlier this year with TravelPulse, Red Roof executives said the decision to launch the collection was based in many ways on research regarding today’s upscale economy Red Roof guest. The research indicated these travelers are looking for modern, accessible and affordable properties with enhanced amenities.
The St. Clair Hotel features modern, clean and fresh décor. Rooms are decorated with locally-inspired artwork of Chicago cityscapes and offer 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.
Also, noteworthy, The St. Clair Hotel is the only hotel on the Magnificent Mile that offers select rooms with two king-sized beds.
The design of the hotel lobby incorporates plush high-tops, outlets for multiple personal devices and the Red Thread brand standards such as “Fast. Free. Verified. Wi-Fi.” The St. Clair Hotel will also uphold other popular guest initiatives, including a free pet-friendly policy.
The next Red Collection property in the pipeline will be in downtown Springfield, Illinois. The 125-room State House Inn, which is undergoing a full renovation, will open this fall.
The property puts guests just a short walk away from the Illinois State Capitol, Abraham Lincoln Presidential Library and the Illinois State Museum.
Future cities under consideration for The Red Collection include New York, Las Vegas, Charlotte, Austin, and Atlanta.
