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Downtown High Point Hotel Rebrands As High Point Plaza Hotel and Conference Center

Furniture World News Desk on 7/27/2012

High Point’s largest downtown hotel is being rebranded as the High Point Plaza Hotel and Conference Center and will undergo an extensive interior refurbishment to make it the city’s premier business and meetings destination.

Under the direction of real estate investment and management organization Inner Circle US, the rebranding process will be a catalyst for the hotel to boost its business in the downtown core. Renovations are expected to be complete by October in time for the High Point Market.

Until now, the hotel operated under the Best Western Plus flag, and will discontinue its branding with Best Western immediately. Updated signage reflecting the property’s new name will be installed within the next two weeks. Kevin Archer, of High Point, will serve as the new general manager and regional vice president of operations for Inner Circle Management.

Previously, Archer served as the general manager of the Courtyard by Marriott High Point and as the vice president and regional director of operations for the Courtyard by Marriott High Point and the Greensboro/High Point Airport Comfort Suites hotel.

Under Archer’s leadership at the High Point property, he earned several national awards for the Courtyard by Marriott including being named as the Top Courtyard property in North America based on guest comments and internal brand audits.

“I am excited to lead High Point’s premier downtown convention hotel,” said Archer. “With the investment and management expertise that Inner Circle US brings and a renewed dedication by our staff, we are confident that this will become the top choice in the area for business and social events.”

Inner Circle US is an Orlando, Fla.-based real estate investment and management organization that specializes in the acquisition and turnaround of distressed hotel and resort assets. For the past two decades, the company and its principals have acquired 76 hotel and resort properties around the country.

Unique to the deal is the fact that Inner Circle US both invests in and continually manages the hotel. Unlike other acquisition companies that purchase distressed properties and hire a different organization to manage them, Inner Circle US handles everything, which the company says has been the key to its success.

“We believe in the potential that this downtown hotel can provide to the city of High Point,” said Stephen Nalley, managing partner of Inner Circle US. “It is important for us to only invest in properties where we believe we can create a significant level of success. We will manage the property ourselves, which gives us the flexibility and possibility to make adjustments according to market demand ourselves. This type of arrangement will suit both the hotel and the city extremely well.”

Nalley acknowledges the tremendous potential that exists with the High Point Market, High Point University, area businesses, and other Triad-wide events. But, he also believes in the ability of the hotel to attract convention and social function business to the city’s downtown.

“Our public areas are first on the list for a makeover since this will be the initial impression that guests and visiting groups will have when they arrive at the High Point Plaza Hotel and Conference Center,” noted Nalley. “We want to be the premier, first-class hotel that downtown High Point deserves and will achieve that through an extensive renovation process and intensive focus on customer service.”

Refurbishments will begin in the public areas with a complete overhaul of the lobby area and porte cochere featuring new lighting and a stamped concrete entryway. Inside, the furnishings and soft goods will be updated and the woodwork will be stained to a more elegant, rich mahogany hue.

Other changes include a new restaurant, Bella Sera, showcasing a classical décor and menu offering Italian cuisine. A separate bar will continue with a sports theme and be renamed the Bistro 135 Grill and Lounge offering a pub-style menu throughout the afternoon and evening hours.

As the city’s only full-service, downtown hotel, the High Point Plaza is making additional investments in its meeting rooms and conference space to encourage increased business. New carpeting, furnishings, and updated multimedia equipment will be part of the overhaul. With 252 guest rooms and 12,500 square feet of meeting space, the hotel can host local, regional, and national events.

Total conference space includes 11 meeting rooms, the largest being the 5,100 square-foot ballroom, and three hospitality suites with adjoining rooms. All guest rooms and meeting rooms will feature complimentary wireless high speed Internet. In addition, the hotel’s proximity to downtown furniture showrooms, the High Point Theater, and Showplace exhibition center increases the attraction for visiting groups.

New carpeting will be added to guest rooms in addition to cosmetic and soft good touch ups. In partnership with local mattress company Sealy, all guest rooms will receive new mattresses. The lobby level fitness center will be expanded in size and receive new cardio and weight equipment.

The hotel is beginning the hiring process for all positions including housekeeping, accounting, sales and marketing, front desk positions, restaurant and banquet wait staff, and bartenders.

“This boost of confidence from Inner Circle US in High Point’s downtown potential to attract business and events to the area is very exciting,” said Archer. “We look forward to showing off our new interior style and providing top-notch service for High Point visitors in the near future.”

The High Point Plaza Hotel and Conference room is High Point’s premier full-service property located downtown. For more information, please visit www.HighPointPlaza.com.

Inner Circle US is a real estate investment and management organization that brings a hands-on management approach to its hotel and resort acquisitions. With 20 years of experience in the industry, its unmatched level of success has helped 76 hotels across the country transition to new heights. For more information, visit www.InnerCircleUS.com.