CHICAGO—The St. Clair Hotel, the first property in The Red Collection, Red Roof’s first soft-brand, is open in downtown Chicago at 162 E. Ontario St., one block from the Magnificent Mile, a destination for shopping and dining. The soft-brand was first revealed during the brand’s conference in 2017 where Hotel Business was on the scene. The Red Collection, a city-center brand, is designed to open up new markets to the hotel company.
Designed to give guests an authentic upper-midscale experience at a value price, the property’s 208 guestrooms have been revitalized and upgraded. An on-property restaurant is planned for the future.
Red Roof is entering a new sector with The Red Collection: upper-midscale city-center hotels that are distinctive and reflect the local vibe and culture of the city-centers in which they’re located. The brand’s research showed that many of today’s travelers aren’t 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,” said 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.”
Guestrooms are decorated with locally inspired artwork of Chicago cityscapes; bedding has a silky upgrade and pillow top mattresses; spa-inspired bathrooms have multi-flow shower heads; and there’s Seattle’s Best Coffee available.
The St. Clair Hotel is the only hotel on the Magnificent Mile that offers select rooms with two king-sized beds, according to the company. Guests who book the Elite Windy City King-King rooms will receive a “Sleep Enhancing Kit” with a white-noise machine. In addition, rooms are stocked with quintessential Chicago-themed souvenir kits to extend the experience long after guests have arrived back home.
Elsewhere, the lobby welcomes guests to relax or plug in, with plush high-tops, outlets for multiple devices and the Red Thread brand standards including fast, free and verified WiFi. The St. Clair Hotel upholds the brand’s free pet-friendly policy and the 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, according to the company.
“The Red Collection meets the continued demand for the brand from consumers, franchisees and investors,” noted 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, IL. Opening this fall, State House Inn, with 125 guestrooms, has undergone a full renovation styled after the mid-century modern movement, staying true to the era in which the hotel was originally built.
Future cities under consideration for The Red Collection include New York, Las Vegas, Charlotte, Austin, TX, and Atlanta, among others.