The Yarrow, standard bearer in Park City, will become a DoubleTree
November 21, 2014
The Yarrow, a standard bearer of the Park City lodging industry since the 1970s, has reached an agreement with Hilton Hotels & Resorts to convert the hotel into a DoubleTree, the general manager of The Yarrow said.
It is a franchise agreement that was reached after two years of talks, according to Andreo Girardi, the general manager of The Yarrow. The property will be renamed DoubleTree by Hilton Hotel Park City/The Yarrow. Girardi said the name will change toward the end of the 2014-2015 ski season. The agreement between the joint venture that owns The Yarrow and Hilton Hotels & Resorts does not have specified time period, Girardi said.
"Whatever you find in other DoubleTrees, you will find with us, if not better," Girardi said.
A major remodel of The Yarrow is underway. Some sections of the hotel have been gutted as the work continues. The hotel will add one guest room in the renovation, bringing the total to 182. There are currently approximately 20 rooms that are available for guests as a result of the renovation. Girardi said the hotel expects to open approximately 50 rooms on Dec. 1 and the rest of them on Dec. 19. There will be additional work in common areas through the middle of January, he said.
Girardi said the conversion into a DoubleTree required The Yarrow to make numerous upgrades during the renovation. He listed, as examples, retiling bathrooms, replacing showerheads, changing the styles of the linens and installing new carpeting. Even the pens that are put in guest rooms must comply with Hilton Hotels & Resorts standards. The hotel will be required to improve its menus. Nicer beds will be put into the rooms. He said the changes are proven to be successful by Hilton Hotels & Resorts.
The agreement will make the hotel part of Hilton Hotels & Resorts marketing campaigns and the company’s central reservations system. The reservation system late in the week indicated The Yarrow is "coming soon!" The hotel will also be included in Hilton Hotels & Resorts’ rewards program, he said.
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"Any hotel that becomes part of the brand name can use those perks," Girardi said.
Girardi said room rates will increase when the property becomes a DoubleTree. The Yarrow has long been seen as lodging option offering competitive rates when compared to the newer hotels in the Park City area.
Hilton Hotels & Resorts has properties in the Park City area under other brands, including the Waldorf Astoria Park City at Canyons Resort and the Hampton Inn at Kimball Junction.
"Hilton feels there’s a market here," Girardi said.
DoubleTree is the latest arrival of a nationally known hotelier in Park City. There has been a series of others since the 2002 Winter Olympics, significantly increasing the competition in Park City’s lodging industry.
Girardi said The Yarrow will continue to host community events when it becomes a DoubleTree.
"Changing a name and getting branded will not change the relationship with the community," he said.