HIGH POINT — The former Best Western Plus in downtown High Point has changed hands and the new owners plan extensive interior renovations that are scheduled for completion before the October High Point Market.
A news release from the hotel's new owner, real estate investment and management organization Inner Circle US, said the re-branding process will serve as a catalyst for the hotel to boost its business in the downtown core.
The Orlando, Fla.-based owners said the re-branding will begin immediately, with new signage reflecting the hotel's new name, High Point Plaza Hotel and Conference Center, to be installed in two weeks. The hotel has already launched a new website, www.HighPointPlaza.com.
The company said renovation will begin in the public areas with a complete overhaul of the lobby and covered entrance featuring new lighting and a stamped concrete entryway. Inside furnishings and soft goods will be updated and the woodwork will be stained to a more elegant, rich mahogany hue.
New carpet and other improvements will be made to the hotel's 252 rooms, along with new mattresses from Sealy, the company said.
The news release said that improvements also include a new Italian restaurant, Bella Sera, showcasing a classical décor. A separate bar, the Bistro 135 Grill and Lounge, will continue with a sports theme and will offer a pub style menu. The fitness area also will be expanded.
In addition, Inner Circle has named Kevin Archer, who previously served as general manager of the Courtyard by Marriott High Point, as High Point Plaza's new manager. Archer also served as vice president and regional director of operations of the Courtyard by Marriott High Point and the Greensboro/High Point Airport Comfort Suites hotel.
Archer 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, according to Inner Circle.
"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 be the top choice in the area for business and social events."
Inner Circle US is a 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 hotels and resort properties around the country. The company said it is different in that it both invests in and continually runs its properties instead of turning them over to outside management companies.
"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. That type of arrangement will suit both the hotel and the city extremely well."
