Hotel Roanoke & Conference Center

Roanoke, VA

Client:

Hotel Roanoke, LLC & Hotel Roanoke Conference Center Commission

Hotel and Conference Center Overview:

Built in 1882, the Tudor-style Hotel Roanoke was added to the National Register of Historic Places in 1996. It operates under the Curio Collection by Hilton brand, featuring 329 rooms and contemporary amenities, and is connected with a 62,000 square-foot conference center. The revitalization of the hotel and addition of the conference center was a public-private effort between the Commonwealth of Virginia, the City of Roanoke and Virginia Tech Foundation, Inc., a private entity that manages Virginia Tech’s privately-donated assets. The Foundation holds the donated hotel property on behalf of Virginia Tech, which received the hotel as a gift from Norfolk & Western in 1989. The hotel re-opened in 1995 and featured the addition of the conference center, which the Commonwealth of Virginia established with co-ownership by the City of Roanoke and Virginia Tech.

Scope of Work: Post-Pandemic

In 2019, WCG conducted a study of the economic viability of a proposed expansion of the conference center. Our firm was engaged to update that study, with an emphasis on exploring scenarios for capitalizing on post-pandemic market dynamics, taking into consideration the significant increases in construction costs.

Specific parameters of the engagement included the following:

Assessing consumer shifts in the lodging and meetings market as a result of the pandemic.
Reviewing the hotel’s planned guest room renovation and spa reconfiguration to establish a new Base Case scenario for the purpose of measuring the level of financial return on investment.
Updating and refreshing the scope of work from 2019 regarding the initially envisioned 100 to 150 room expansion.
Exploring the operational and financial viability of a guest room expansion via adaptive re-use of a neighboring historic office building.
Studying the economic viability of enclosing the property’s courtyards and patios for use as unique atrium-style meeting spaces.
Assessing the operational and financial viability of improving a portion of the conference center’s rooftop with a bar, meeting space, and group amenities with specific consideration given to how a rooftop food and beverage outlet may impact the hotel’s existing lobby bar and two restaurants.
Considering adding and converting spaces into amenities that would allow the hotel to reposition as an urban resort concept, such as pickleball, virtual golf, an outfitter shop, concierge service, and a director of resort activities.
Comparing each potential As Improved scenario’s financial projections and estimated construction costs against a Base Case scenario to inform the most operationally and financially feasible improvements.

Results:

Delivered all research, analysis, conclusions, and recommendations in a full narrative written report.
Presented summary conclusions and recommendations at a public Hotel Roanoke Conference Center Commission committee meeting.
The $14 million guest room renovation was completed in late 2024.
The grand opening of The Spa at Hotel Roanoke occurred in January 2025.
Ownership released renderings of a proposed meeting space expansion in April 2025, to include a new enclosed atrium ballroom with skylight canopy.

Scope of Work: Pre-Pandemic

Our firm was engaged by Hotel Roanoke, LLC and the Hotel Roanoke Conference Center Commission to study the economic viability of an expansion of the Hotel Roanoke & Conference Center.

Specific parameters of the engagement included the following:

Conducting a local and regional market economic and demographic analysis.
Examining and evaluating existing sources of demand at both transient and group levels.
Examining hotel and conference center demand in the nation and in the Virginia/Mid-Atlantic region.
Examining and evaluating hotel and conference center group demand within the Roanoke Valley region, which entailed a survey of approximately 200 regional meeting planners.
Conducting a competitive set analysis with respect to both regional conference facilities and hotels within the local market.
Conducting a regional competitive set analysis and conducting primary research to quantify new demand from the expanded facilities.
Estimating the impact of 100 to 150 additional rooms on the hotel’s overall occupancy level and average daily rate.
Analyzing construction cost estimates associated with the contemplated expansion.
Analyzing and recommending the size, scope, and location of any proposed expansion of the hotel and conference center.
Suggesting additional amenities, if any, that might improve the proposed expansion.