Jan. 02–HIGH POINT — The city’s largest hotel will once again be known as the Radisson.
High Point Plaza and Conference Center will change its name Jan. 12, according to General Manager Corine Hollingsworth.
The hotel’s owners, Florida-based InnerCircle Management, elected to become part of the Radisson chain to try to drive more business to the downtown location.
Hollingsworth estimated that the owners will invest $10 million to $15 million in the hotel as part of the rebranding, which will include hiring more employees.
“I think this will be a very good thing for the community. This will increase jobs,” she said. “It’s a good business decision, because the more properties you have on a franchise, the better off you are.”
The hotel carried the Radisson name for 28 years until the previous owners dropped it in 2008.
In addition to High Point, InnerCircle Management is converting two other hotels to the Radisson brand.
A new set of standards — from the size of the TVs in the rooms to the type of fitness equipment — have to be met as part of the rebranding to beef up the quality of service, Hollingsworth said.
So far, about 10 of the hotel’s 252 rooms have been renovated, along with the lobby, restaurant and lounge.
More rooms will follow as part of the upgrade. Hollingsworth said she expects 10 to 15 employees to be added early this year to the hotel’s current workforce of about 65 as the conversion takes place.
“I’m sure by the end of the year, it will be a lot more,” she said. “It’s all based on occupancy.”
The hotel’s business is always strong during and around High Point Market weeks, but occupancy rates have been good other times of year as well, she said.
“We’ve been able to secure large groups, like banquets and catered events, receptions and conventions,” Hollingsworth said. “Working with a brand means more incentives (to book here) for people traveling, meeting planners and travel agents.”
