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Adventures in Rebranding: Seattle's Arctic Club Now a Doubletree

Go To The Hotel's Web Site Where: 700 3rd Ave [map], Seattle, WA, United States, 98104
March 31, 2009 at 10:38 AM | by | Comment (1)

After the cool, boutiquey Arctic Club in Seattle opened its doors over the summer, things headed in the direction of the South Pole for the property: though a New York Times review gave the place major exposure, it wasn't enough to sustain it. In January, it downgraded everything: some room rates dropped down to $166, its luxury rating went from four diamonds to three.

But now it seems they've gotten some help from a major chain. Hilton announced today that the property will become part of their Doubletree brand, and the hotel will be reflagged as Doubletree Arctic Club Hotel Seattle – Downtown by mid-May.

The idea here is to, hopefully, throw the vast resources and brand recognition of the major chain behind the property to keep it afloat. But really, besides the re-naming, not a whole lot is going to change: the landmark Arctic Building's exterior will remain untouched aside from the changes in signage, and the interior look and feel will remain mostly untouched. The most significant differences once Doubletree comes in will be the addition of the Doubletree chocolate chip cookies (!), plus "extensive employee training and the addition of customer service programs."

Hopefully cookies and Hilton's resources will be enough to keep the place from, er, freezing to death (get it? Arctic? Freezing? Okay.)

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Return to » Adventures in Rebranding: Seattle's Arctic Club Now a Doubletree


gonna take more than cookies

to resurrect this place. then again, if folks can use their hilton points that's always a plus!
juliana on March 31, 2009 at 11:01 AM #Permalink

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