Finard Hotel Group turned to CM Communications for PR, marketing, and community relations surrounding their $16 million purchase of the historic Providence Biltmore, under the control of state receivership since April 2011.  Originally constructed in 1922, the hotel had once been a popular gathering spot for the city's elite.  Over the years, however, its facilities grew tired, standards slipped, and employee morale sagged.


To counter negative perceptions, CM Communications spearheaded a brand repositioning strategy to set the stage for a planned two-year, two-phase $13 million-plus renovation. Recognizing that the hotel had undergone numerous unsuccessful incarnations, CM crafted a PR and community relations program that focused on the hotel's legendary importance within the city of Providence.  Working with state and city officials, CM planned a 90th Anniversary Party to celebrate the property's illustrious history, while announcing plans for a new era of hospitality. Aside from engaging the community in a memorable way, this initiative yielded extensive local and national earned media coverage. Prior to and within the midst of renovations, the Providence Biltmore enjoyed a spike in social event business with occupancy rates far surpassing projections - all directly attributed to positive goodwill and exposure generated from the 90th Anniversary campaign.


Over the course of the renovation period, CM managed the media messaging surrounding the transformation of this cherished landmark hotel. PR efforts included pitching creative packages for the business and leisure traveler and hosting individual and group press visits with customized itineraries. By special request from the owner, CM made a “home run” feature story placement for the Biltmore’s renovation in Hotel Design Magazine.