VANCOUVER — Pinnacle International announced on May 27 that it has rebranded one of its properties as the Pinnacle Hotel Harbourfront, Vancouver, the latest hotel to be moved under the new Vancouver-based Pinnacle Hotels & Restaurants brand.
This allows Pinnacle International, which owns the property, to market the property together with two of its other B.C. hotels.
In 2007, Pinnacle International purchased the 442-room property, previously known as the Renaissance Vancouver Harbourfront Hotel. The company decided to move away from Renaissance in the interest of investing in and expanding the Pinnacle hotel brand, a desire to have hands-on control of the services offered to guests, as well as the ability to jointly market the hotel with two of the company’s other properties, North Vancouver’s 105-room Pinnacle Hotel at The Pier and the 84-suite Pinnacle Hotel Whistler Village. Also part of Pinnacle International’s portfolio, the Vancouver Marriott Pinnacle Downtown Hotel will continue to be operated and marketed as a Marriott property.
The move to establish an independent hotel brand for the Harbourfront property included almost six months of behind-the-scenes work involving everything from reservations and inventory systems, through to new logos on staff uniforms and guest items throughout the hotel, plans of upcoming renovations, and changing vendors to reflect the new brand’s more local focus.
Since the brand transition, the Pinnacle Hotel Harbourfront has seen a number of recent upgrades, with more in the works. Earlier this year, renovations to the property’s meeting and event spaces were started, with completion expected this summer. Upgrades to the hotel’s p2b restaurant, including both behind-the-scenes kitchen updates and renovations to the dining area, are slated for summer and fall.
To oversee the development and marketing of the new brand, Pinnacle hired Kyle Matheson to fill a newly created role, director of hospitality marketing. Matheson has focused on developing the Pinnacle Hotels & Restaurants brand, working on programs and resources that bring the three hotel properties together.
To that end, Pinnacle will aggregate all three hotels on a website, pinnaclehotels.ca, slated to be launched mid-September. The revamped website will coordinate Pinnacle’s digital and print marketing strategies in such areas as seasonal discounts and hotel credits offered at the three properties, said Matheson.
In mid-August, plans call for the Pinnacle Hotel Harbourfront to launch a loyalty program targeted at the top 100 corporate clients, including guests, executive assistants and travel bookers. Available by invitation only, the loyalty program will offer those preferred clients perks at the property.
“We want to start small (with the loyalty program) and then widen out to leisure travellers and to the other two properties,” said Matheson.
The other pillar in Pinnacle’s marketing plan is engaging with the community. For example, the Pinnacle Hotel Harbourfront was a Platinum sponsor and host hotel of the EAT! Vancouver Food + Cooking Festival, April 26 to May 3, during which the property provided celebrity chef accommodations; hosted the hospitality symposium; and sold packages with tickets to the tradeshow and to some of the celebrity chef dinners.
Other community engagement initiatives are planned, said Matheson.