Cobblestone Hotels launches soft brand with two hotels

On February 1 the Rockwell Lake Lodge and the Hillsdale College Dow Hotel and Conference Center, both owned by Hillsdale College in Hillsdale, Mich., joined Cobblestone Hotels to launch the brand’s soft branding initiative.

“We are honored to partner with Hillsdale College on these projects” says Brian Wogernese, President of Cobblestone Hotels. “In the early stages of this venture we realized that a “soft branding” approach was better for each party. The Dow Hotel and Conference Center and the Rockwell Lake Lodge are unique properties whose attributes do not fit into the typical hotel model.”

The Hillsdale College Dow Leadership Hotel and Conference Center on the Hillsdale College Campus will undergo a complete renovation with new flooring, case and soft goods and more. The hotel will have 36 guestrooms with amenities such as Keurig coffee service, high-speed internet and flat-panel televisions. This property also has more than 30,000 square feet of meeting and banquet space.


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The Rockwell Lake Lodge (shown at right) in Luther, Mich., offers lake views and luxurious amenities in the midst of the 685 acre G. H. Gordon Biological Station. Rockwell Lake Lodge accommodations include a cozy fireplace, kitchenettes, and cable and Wi-Fi service. Other guest amenities include breakfast and dinner, coffee service and an all-inclusive feel with all resort recreational amenities included. 

Mike Harner, Chief Staff officer at Hillsdale College added that, “Hillsdale College wanted to work with someone that would offer branding that would honor our own brand initiatives. Cobblestone Hotels put together a program that would work for all parties involved.” WHG Companies will be taking over management of the properties.

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