Holiday Inn In St. Louis Blends Historic Past With Latest In High-Tech Amenities

ST. LOUIS— The Holiday Inn at Six Flags— a roughly 200-year-old structure that was converted from a two-story barn to a hotel in the early ‘90’s— recently underwent something of a “great adventure” of its own with the addition of wireless high-speed Internet access throughout the property. With three-foot stone walls and little, if any, crawl space, the historic property certainly represented a challenge. The decision for the hotel, which was converted from a Ramada Inn on Feb. 9, to go with wireless access was facilitated by its new franchise affiliation, according to GM Mike Klenke. “At the time we signed the franchise agreement it was for two more [phone]lines. As the year progressed, and after some negotiating, we asked [the franchisor]to change it to high-speed Internet access,” he said, noting that parent company InterContinental Hotel Group has since issued a corporate mandate that all of its Holiday Inn hotels offer HSIA by the end of 2004. The hotel chose the StayOnline system, which cost the property close to $47,000 and gives guests wireless access throughout the 98,000 square foot property, according to Klenke, who added the hotel will not charge extra for the service. The areas of the 179-room hotel that will feature wireless HSIA include guestrooms, common areas and the hotel’s Holidome, a large indoor recreation area. Klenke said that the company looked at several providers, and its preference was to go with a local supplier. However, what StayOnline offered, particularly in regards to servicing guests, made the decision easy. “They offered the package that was the best. I’m not able to explain [Internet] problems. They supply information for the guests and the kits that are necessary for laptops. It’s a turnkey operation,” he said. The L-shaped configuration of the hotel includes a separate structure, which was another challenge for StayOnline. The company had to add extra access points. Klenke also acknowledged that the hotel’s management has looked into a printing solution for guests, but has not determined if that is necessary. Despite being primarily a leisure property— local manufacturer Purina does generate some business guests as well— Klenke said the demand for wireless, however, was significant. “No doubt it’s become an expectation. [Even leisure guests] still want to stay in touch. It’s a decision maker, whether they stay [at your hotel]or not,” he said, adding “the Purina guys definitely demand it.” The hotel’s decision to convert to a Holiday Inn was prompted by the need for a complete renovation, including the interior and the exterior, according to Klenke. “We’re sitting in a brand new property,” he said. He alluded to the Holiday Inn brand’s penetration in the mid-tier lodging segment of 25% to 28% as opposed to Ramada’s more modest 9%. Klenke said the property has been running at an occupancy rate of about 56% to 57% and he is hoping the new flag will help him raise that another 10%.