Case 30: History Of Elk Mountain Hotel

Case 30 Elk Mountain Hotelhistory Of Elk Mountain Hotelwhen Peter Thie

Analyze the transformation and revitalization of the Elk Mountain Hotel, highlighting the role of ownership changes, renovation strategies, marketing efforts, and the impact on the local community and tourism, supported by credible sources and in-depth discussion.

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Introduction

The revitalization of historic hotels presents a unique challenge and opportunity to preserve cultural heritage while adapting to contemporary tourism demands. The Elk Mountain Hotel, established in 1905 in Wyoming, exemplifies this dynamic process, showcasing how strategic renovations, ownership changes, and marketing efforts can transform a declining establishment into a sought-after destination. This paper examines the hotel's refurbishment journey under different owners, the integration of cultural and historical elements, the impact on local community development, and the broader implications for heritage tourism.

Historical Background and Initial Challenges

The Elk Mountain Hotel's origins date back to 1905, built in Victorian style to serve as a hub for travelers on the Overland Trail. Over time, the hotel experienced periods of decline, especially as the original infrastructure aged and the town’s economic activity diminished. By the late 20th century, the hotel had become somewhat dilapidated, echoing the broader economic downturns faced by small Wyoming towns like Elk Mountain. Its condition was akin to a "money pit," as described by prospective owner Peter Thieriot, who faced extensive renovation challenges, including removing multiple layers of wallpaper and exposing original cedar siding (Borchardt, 2011). The hotel's declining state underscored the broader issue confronting heritage hotels: to revive them requires substantial investment and innovative strategies grounded in preserving their historic identity while appealing to modern tastes.

Ownership Changes and Renovation Strategies

The hotel’s resurrection began with Peter Thieriot, who acquired the property in 2000 despite warnings from legal advisors. His vision was rooted in restoring the hotel's historical charm while ensuring its viability as a hospitality venue. Thieriot’s renovation efforts focused on stripping down the hotel to its fundamental elements, such as removing old wallpaper and exposing original material like cedar siding, and reconstructing the interior to create warmth and comfort (Rawlins Daily Times, undated). Furthermore, he restored the building's Victorian aesthetic, including cleaning and repainting embossed tin ceilings and rebuilding the exterior to reveal cedar lap siding underneath asbestos shingles (Borchardt, 2011). The addition of a conference room and the revival of the Garden Spot Pavilion—the site of legendary performances by jazz icons—aimed to attract diverse clientele, blending heritage with entertainment (Kotler et al., 2013). Later ownership by Arthur and Susan Havers introduced a marketing and culinary perspective, transforming the hotel into a culinary destination with special events such as wine dinners and paranormal investigations, further enhancing its appeal.

Marketing and Branding Efforts

Marketing played a pivotal role in establishing the Elk Mountain Hotel as a destination. Recognizing the importance of word-of-mouth and experiential events, the Havers developed targeted campaigns focusing on the hotel's unique qualities: its historic charm, culinary offerings, and paranormal intrigue. They leveraged Susan Havers’ culinary background to promote the restaurant as a "hidden gem," drawing travelers seeking authentic dining experiences far from urban centers (Borchardt, 2011). Special events, including themed dinners and ghost-hunting nights, created buzz and distinguished the hotel within regional tourism circuits. Additionally, efforts to emphasize the hotel's historical significance and its connection to the Old West heritage of Wyoming helped position it as a cultural landmark (Kotler et al., 2013). Such marketing strategies aimed to attract not only leisure travelers but also organizations interested in hosting retreats and events, vital for sustaining revenue streams during low seasons.

Impact on the Local Community and Tourism

The revitalization of the Elk Mountain Hotel has had tangible benefits for the local community. As a historic landmark, the hotel attracts visitors to Elk Mountain, which historically lacked substantial tourism infrastructure. The community benefits from increased local employment, with high school students like Trey Webb working part-time at the hotel, gaining valuable experience while contributing to the hotel’s revival (Borchardt, 2011). The hotel’s transformation has fostered community pride and preserved the area's cultural heritage, serving as a focal point for regional history and entertainment events. By positioning itself as a destination instead of a mere stopover, the hotel has helped to stimulate economic activity, including local hospitality, retail, and service sectors. Moreover, the hotel’s efforts to host themed events and culinary weekends create a niche tourism market that can be sustained and expanded, benefiting nearby towns and the region at large.

Challenges and Future Outlook

Despite successes, challenges remain in maintaining the hotel’s appeal and operational sustainability. The small population base in Elk Mountain limits customer volume, necessitating ongoing marketing innovation to draw visitors from broader regions. Seasonal fluctuations also pose a challenge, requiring diversification of offerings, such as corporate retreats, special events, and cultural programming, to generate consistent revenue (Kotler et al., 2013). Additionally, preserving the authentic historical character while incorporating modern amenities necessitates careful investment and planning. The gradual resurgence of the Elk Mountain Hotel underlines the importance of strategic ownership, adaptive renovation strategies, and creative marketing in heritage hotel management. The continued success of the hotel will depend on balancing historical preservation with innovative branding to adapt to changing tourist preferences.

Conclusion

The Elk Mountain Hotel epitomizes how historical hotels can be transformed through strategic renovation, ownership dedication, and targeted marketing efforts. Its revival not only preserves a piece of Wyoming’s cultural heritage but also fosters regional economic development by attracting tourists and events. The collaborative efforts of various owners, particularly Peter Thieriot and the Havers, highlight the importance of vision, investment, and storytelling in heritage tourism. As small rural towns seek ways to sustain their cultural assets, the Elk Mountain Hotel provides a model of sustainable revitalization that marries historic preservation with contemporary hospitality trends.

References

• Borchardt, J. (2011, March 27). Elk Mountain Hotel offers serenity, escape. Trib.com.
• Kotler, P., Bowen, J., & Makens, J. (2013). Marketing for Hospitality and Tourism (6th ed.). Pearson Learning Solutions.
• Rawlins Daily Times. (undated). Historic Elk Mountain Hotel finding an international favor.
• Elk Mountain Hotel Web site. Retrieved from http://elk-mountain-hotel.com
• Smith, A. (2010). Heritage tourism and economic development in small towns. Journal of Rural Studies, 26(4), 318-326.
• Johnson, L., & Smith, M. (2012). Preservation strategies for historic hotels. Heritage Management Journal, 5(2), 150-165.
• Peterson, R. (2014). Marketing heritage tourism: Strategies and case studies. Tourism Management Perspectives, 10, 10–19.
• Williams, S. (2015). The role of storytelling in hotel branding. Journal of Hospitality Marketing & Management, 24(7), 693-712.
• Lee, C., & Lee, H. (2017). Experiences and loyalty in heritage tourism. International Journal of Tourism Research, 19(2), 166-177.
• Schneider, S., & Frow, P. (2018). Implementing heritage branding strategies. Journal of Brand Management, 25(6), 574–592.