Client:

BryantCorp (hotel developer) in connection with NSV Development (stadium developer)

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Hotel Overview​​​

As a public-private partnership (P3) with the City of Wilson, NSV Development is constructing a $200+ million mixed-use project anchored by a 3,500-seat ballpark that will become the new home of the Wilson Warbirds, the Single A Minor League affiliate of the Milwaukee Brewers. Integrated within and rising from the stadium’s concourse along left field, BryantCorp is developing a five-story 116-unit Home2 Suites by Hilton hotel. The property will include a stadium-view beverage venue, an executive conference room overlooking the field, and expanded meeting and event capacity through access to the stadium’s facilities. The stadium’s fan amenities will include a 360-degree concourse, suites, two party decks, a beer garden, and views of nearby folk-art Whirligig Park. Future phases of the mixed-use development will include apartments, town homes, and condominiums with views of the field, along with over 100,000 square feet of retail space. ​

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Scope of Work​​

Our firm was engaged to conduct market research, make facility and brand recommendations, and develop financial projections.

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Specific parameters of the engagement included the following:

• Benchmarking and profiling comparable markets that feature downtown minor league stadiums across the Southeast and Mid-Atlantic, with analysis informed by existing lodging supply, stadium attendance metrics, proximity to a nearby MSA, demographic trends, population growth projections, and economic drivers.

• Gathering and assessing the scale, composition, and seasonality of lodging demand generated by the comparable mixed-use stadium developments previously identified.

• Evaluating the performance of similarly positioned hotels integrated into similarly-sized mixed-use stadium developments around the country.

• Evaluating the performance of the limited existing hotel and short-term rental inventory in the Wilson market.

• Recommending a tailored facilities program aligned with market demand and project objectives, including guidence related to guest room count, room mix, food and beverage concepts, meeting and event space, parking, and other support amenities.

• Preparing a ten-year forecast of the hotel’s income and expenses in a format consistent with the Uniform System of Accounts.

• Identifying and facilitating discussions with hotel brands best suited to the project’s market positioning, development objectives, and long-term performance goals

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Results​​

• Presented recommendations to the hotel developer (BryantCorp) as well as the stadium developer (NSV Development).

• Facilitated discussions with two potential hotel brand companies regarding their all-suite flags.

• Delivered all research, analysis, conclusions, and recommendations verbally as well as in a summary report.

• The hotel developer finalized their partnerships with the stadium developer, City of Wilson, the architect, and the brand company prior to stadium groundbreaking.

• The stadium’s groundbreaking ceremony took place on May 9, 2024, which is expected to open in April 2026, with the connected hotel scheduled to be completed soon thereafter

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