News Room
Downtown hotel flies Clarion flag
By Dave Dreeszen - Sioux City Journal
August 11, 2005
The Plaza name checked out Wednesday as the Clarion flag began flying over a downtown Sioux City hotel.
The 12-story hotel at 707 Fourth St. officially became part of the national Clarion chain Wednesday. Clarion is the top-of-the-line brand for Choice hotels, which markets more than 5,000 properties in 40 countries under flags that also include Comfort Inn, Econo Lodge, Quality Inn and Rodeway Inn.
Workers hoisted temporary Clarion banners on the side of the former Plaza. "Permanent exterior signs are expected to arrive in mid-September," said David Golida, director of sales for the hotel. On Oct. 1, the Sioux City hotel is set to gain access to Choice Hotel's reservation system.
Along with gaining a premiere, nationally known flag, the 191-room hotel is in the midst of a $2.8 million renovation, designed to return the landmark property to its former prominence. The changes are expected to raise occupancy rates and bring in more conventions, meetings and receptions.
"For the sales office, this is a big deal," said Golida, who noted he currently is working on regaining lost local business.
Once affiliated with the Hilton chain, the hotel had fallen on hard times in recent years. Tower Investments, a California-based investment firm, acquired the hotel for $1.1 million in a nationwide auction that closed last December. Tower tapped Moorestown, N.J.-based GF Management to run the management operations and spearhead the restoration.
The top-to-bottom renovations include refurbishing the guest rooms, ballrooms and main lobby, restaurant and lounge, upgrading amenities and adding new guest services. The hotel recently finished a complete makeover of its top floor ballrooms. Restoration has also begun on the main floor lounge and restaurant, which have been closed for some time.