The Debut of a Revitalized Brand
After a three-year rebranding effort beginning in 2007, Intercontinental Hotel Groups reworked the Holiday Inn corporate identity, introducing a streamlined “H” logo and an updated color palette. The company also refurbished interiors of existing hotels, then focused on rethinking the design of new properties.
In 2008, Mather Architects was charged with designing the first full-service Holiday Inn in Virginia after the new branding was established.
Size: 88,000 s.f.
Cost: $10 million
Client: Holiday Inn
333 Front Royal Pike
Project Type: Hotel
Partners: Harman Construction
We were able to modify the new prototype to satisfy the construction standards and specifications and to meet the special needs of the Winchester, Virginia property. In addition to 130 guest rooms, the five-story hotel features 2,000 square feet of banquet and meeting space, which can be set up to accommodate groups of different sizes using movable partitions.
The building also houses Kem’s Restaurant, a full-service commercial kitchen serving hotel guests and the general public. Other amenities include an indoor pool with an outdoor sun deck, lobby convenience store, guest laundry, fitness center, and board room.
The interior lobby features ceramic tile floors, wood veneer accent walls, and a gas fireplace. The exterior of the building features a base of smooth and chiseled face masonry transitioning into an exterior insulation and finishing system (EIFS) with decorative cornices and trim. But it wasn’t all form over function. Mather recommended using precast concrete floor planks bearing on a high-strength steel stud wall system (called the Sigma-Stud system).
This kept material costs down and accelerated construction time.
The result was an award-winning building that ushered in a new era for Holiday Inn while recognizing its heritage. Today, the hotel remains a popular destination for travelers to the Shenandoah Valley and for companies looking for business-class meeting amenities in a small-town setting.
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