Noelle
Noelle is a 224-room boutique hotel in downtown Nashville, housed in a restored 1930 Art Deco building, offering art-curated rooms, five dining and bar venues, meetings and event spaces, and weddings to leisure and business travelers, corporate groups, and the local community.
- Company typePrivate
- Founded2017
- HeadquartersNashville, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Noelle does
Noelle is a 224-room boutique hotel located in downtown Nashville at 200 Fourth Avenue N., housed in a 13-story Art Deco building originally opened in 1930 as the Noel Hotel and listed on the National Register of Historic Places. After operating as a hotel for 42 years, closing in 1972, and serving as bank and office space for four decades, the property was acquired in 2014 by private equity firm Rockbridge Capital and reimagined in partnership with Makeready. The hotel reopened in 2017 as Noelle, operating today as an art-driven experiential property featuring a curated collection of more than 100 portraits of Nashville notables, custom in-room amenities such as vinyl record players and handcrafted pottery, and a 24-hour fitness center with Peloton bikes.
The business operates through a portfolio of revenue streams: nightly room and suite rentals (including the 715-square-foot Ryman Vinyl Suite), five distinct on-property food and beverage venues (Lona modern Mexican by Chef Richard Sandoval, Rare Bird rooftop bar, Hidden Bar speakeasy, Trade Room lobby lounge, and Drug Store Coffee), meetings and events across the 1,440-square-foot Saidee Gallery ballroom and six smaller event rooms, weddings for 20-120 guests, gift card sales, and a 24/7 luxury retail boutique called KEEP Shop featuring Nashville-based designers. Distribution is direct-to-consumer via noelle-nashville.com and a reservations phone line, supplemented by OTAs (TripAdvisor, Booking.com, Expedia), and a dedicated sales team handling corporate/group and wedding bookings.
The company serves four primary customer segments: leisure travelers seeking authentic Nashville experiences, corporate and group clients booking meetings and events, wedding parties seeking a historic Art Deco venue, and the local Nashville community using the F&B and retail outlets. Pricing is nightly and seasonally variable, with direct-booking incentives of up to 20% (Noelle Insider) and up to 25% for early reservations, alongside a $28/night destination amenity fee, valet parking, and a $100 pet fee. The property operates with 51-100 employees and is privately held under Rockbridge Capital with Makeready as operating partner.
Noelle firmographics
Firmographics- Name
- Noelle
- Legal name
- Noelle
- Website
- https://noelle-nashville.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Noelle is a 224-room boutique hotel in downtown Nashville, housed in a restored 1930 Art Deco building, offering art-curated rooms, five dining and bar venues, meetings and event spaces, and weddings to leisure and business travelers, corporate groups, and the local community.
- Ownership category
- akta.pro rank
Noelle industry classification
Industry- Product category
- Boutique Hotels
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Design-Led Boutique Hotels (THAGADAA)
- akta.pro secondary industries
- Art & Culture (Gallery/Museum) Hotels (THAGADAC), Heritage & Historic Boutique Hotels (THAGADAD)
Keywords
Where Noelle is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Noelle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Guest Room Rentals: 224-room boutique hotel offering various room types including standard rooms, suites, and specialty suites like the Ryman Vinyl Suite. Revenue generated from nightly hotel stays with varying rates based on room type and season.
- Food & Beverage: Multiple on-property dining and beverage venues including Lona (modern Mexican by Chef Richard Sandoval), Rare Bird (rooftop bar), Hidden Bar (speakeasy), Trade Room (lounge), and Drug Store Coffee. Revenue from restaurant dining, bar sales, and catering.
- Meetings & Events: Event spaces including Saidee Gallery (ballroom), Noel, Hayes, Grant, Polk rooms, Oscar French, and The Archives for corporate meetings, weddings, and social events. Revenue from venue rental and event planning services.
- Gift Cards: Gift cards redeemable at Trade Room, Rare Bird, Hidden Bar, Drug Store, for in-room dining, or applied towards hotel stays.
- Retail - Keep Shop: In-lobby luxury retail boutique featuring Nashville designers and artisans including brands like Stetson, SteamLine Luggage, Noelle, and Atlantic Folk.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Nightly | Standard hotel room rates |
| One time/ perpetual license | One time/ perpetual license | Free as a Bird 4th of July Package |
| One time/ perpetual license | One time/ perpetual license | Free as a Bird VIP Celebration Tickets |
| One time/ perpetual license | One time/ perpetual license | Guacamole + Tequila Experience at Lona |
| One time/ perpetual license | One time/ perpetual license | Daily Prescription Coffee Tasting |
| Other | Nightly | Destination Amenity Fee |
| Usage-based | Nightly | Valet Parking |
| One time/ perpetual license | One time/ perpetual license | Pet Fee |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Noelle product offering
Product offeringCore offering
Noelle operates a 224-room boutique hotel in a 13-story historic 1930 Art Deco building in downtown Nashville. The property offers art-curated guest rooms and suites, five on-site dining and bar venues (Lona, Rare Bird, Hidden Bar, Trade Room, Drug Store Coffee), event and meeting spaces, wedding services, and a retail boutique called KEEP Shop, all positioned as an immersive Nashville experience celebrating the local creative community.
Product overview
Noelle is a boutique hotel in downtown Nashville offering a portfolio of interconnected hospitality experiences. The core offering is 224 art-driven guest rooms and suites, including specialty suites like the Ryman Vinyl Suite with in-room vinyl listening lounges. On-property dining includes five distinct venues: Lona (modern Mexican by Chef Richard Sandoval), Rare Bird (rooftop bar with skyline views), Hidden Bar (Prohibition-era speakeasy), Trade Room (lobby lounge), and Drug Store Coffee. Event capabilities span multiple spaces including the 1,440 sq ft Saidee Gallery ballroom plus smaller meeting rooms (Noel, Hayes, Grant, Polk). Retail therapy is available at the 24/7 KEEP Shop boutique. The hotel offers curated packages including the music-themed 'Needle On The Record' and seasonal 'Savor The Sun' packages, plus comprehensive wedding services. Guest amenities include 24-hour fitness center with Peloton bikes, The Nook water/coffee stations, and wellness partner discounts.
Differentiator
Problem solved
Functional benefit
Brands
- Rare Bird Rooftop Bar: A rooftop bar on the 13th floor offering skyline views, cocktails, and light bites.
- Lona by Chef Richard Sandoval
- Hidden Bar
- Trade Room
- Drug Store Coffee
- KEEP Shop
Products and services
- Rooms & Suites A 224-room boutique hotel offering an authentic art-driven experience curated by Nashville's creative community, with rooms featuring hickory hardwood floors, handcrafted pottery, and blackout shades. Designed for leisure and business travelers seeking a distinctive Nashville stay.
- Lona (by Chef Richard Sandoval) Modern Mexican cuisine restaurant by Chefs Richard Sandoval and Pablo Salas, located at the corner of Church Street and Fourth Avenue North on the ground level of Noelle, offering elevated weekend brunch, happy hour, and daily dining.
- Rare Bird Rooftop Bar Rooftop lounge perched atop Noelle offering bird's eye views of downtown Nashville, the Cumberland River, Nissan Stadium, and the Batman building, with creative cocktails, shared plates, and fireside seating.
- Hidden Bar Signature Prohibition-era speakeasy reimagined with entrance on historic Printer's Alley, featuring craft cocktails in an intimate setting, with seasonal pop-up themes including La Casita and La Puerta.
- Trade Room Hotel lobby bar and lounge featuring restored terrazzo floors, original brass hardware, and soft pink Tennessee granite walls, offering craft cocktails and a sophisticated atmosphere.
- Drug Store Coffee Modern, colorful coffee shop within Noelle Hotel offering Barista Parlor Coffee, featuring big city vibes and lots of natural light, plus curated coffee tasting experiences.
- Ryman Vinyl Suite 715-square-foot king bed suite featuring an in-room vinyl listening lounge with 100+ vinyl records, Marshall speaker, Crosby record player, vinyl gramophone, and Skorter bluetooth headphones.
- Saidee Gallery (Ballroom) Flagship 1,440 square foot ballroom at Noelle with towering ceilings, delicate millwork, white oak flooring, and floor-to-ceiling arched windows. Capacity up to 140 guests for meetings, receptions, rehearsal dinners, and weddings.
- Meeting & Event Spaces Collection of versatile meeting rooms including: Noel (1,000 sq ft, 40 capacity), Hayes (14 capacity executive boardroom), Grant (12 capacity), Polk (24 capacity), Oscar French (40 capacity with downtown views), and The Archives (140 capacity reading room).
- KEEP Shop Luxury retail boutique located in the hotel lobby featuring Nashville's top fashion designers and artisans, including brands like Stetson, SteamLine Luggage, Noelle, and Atlantic Folk. Open 24/7.
- Weddings & Events Downtown Nashville wedding venue featuring historic 1930 Art Deco space with original crown moldings, marble encasements, and arching windows. Accommodates 20 to 120 guests with full wedding planning services.
Quantifiable outcome
- Up to 20% savings for direct bookings through Noelle Insider program
- +1 more outcomes
Companies that use Noelle
Customer profileSegments5 records
Ideal customer profiles4 records
Noelle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Noelle partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- MakereadycoreHotel operating partner working with Rockbridge Capital to bring the hotel back to its original intent. Makeready L&L operates food and beverage outlets including restaurant concepts.
- Dryden Architecture and Design (DAAD)coreFull-service architecture and interior design studio located in Nashville. Led architectural reimagining of the historic building preserving Art Deco elements.
- Peck & CompanycoreCreative branding experts who led creative direction for hotel's rebirth, developing the brand identity and design language.
- Feltus Hawkins DesignminorNashville-based architects involved in reimagining the 13-story building alongside DAAD.
- Libby CallawayminorInaugural creative partner, editor, publicist, and curator for the hotel's launch and ongoing creative programming.
- Imogene + WillieminorNashville-based fashion company specializing in denim. Partner in bringing local fashion and design to the hotel experience.
- New HatminorSurface Design Studio specializing in custom wall coverings, pattern development and original artwork for the hotel.
- Salt CeramicsminorModern, minimalist clay creations supplier for custom porcelain accessories in guestrooms.
- Emil ErwinminorLuxury leather items focused on classical and functional designs for hotel merchandise.
- Isle of PrintingminorNashville creative studio specializing in unusual printed materials and novelty items for the hotel.
- Chef Richard SandovalcoreCelebrated Mexican-born chef operating Lona restaurant at Noelle, bringing modern Mexican cuisine to the hotel's dining portfolio.
- Sump CoffeeminorCoffee partner for The Daily Prescription tasting experiences at Drug Store Coffee, providing curated coffee flights.
- Barista Parlor CoffeeminorCoffee supplier for Drug Store Coffee within the hotel, providing high-quality barista-style coffee.
- QNTM FitnessminorWellness partner offering guests hydromassage lounges, red light therapy, and training equipment at location 0.9 miles from hotel.
- Blow Out Co. The GulchminorWellness partner offering guests 20% off blowouts through Relax & Recover Passport program.
- Face Foundrie GulchminorWellness partner offering 20% off facials through hotel's Relax & Recover Passport.
- PVOLVE NashvilleminorWellness partner offering complimentary first class through Relax & Recover Passport.
- E+Rose 505minorWellness partner offering 10% off at retail location through hotel's wellness program.
- Room In The InnminorLocal nonprofit receiving donations of clothing, surplus room products, and turkeys from hotel.
- Second Harvest Food Bank of Middle TennesseeminorLocal food bank receiving donations from hotel's community impact program.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Noelle competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Noelle social profiles
Digital presenceNoelle compliance and trust
Trust signalCompliance1 record
Noelle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noelle leadership team
Management profileNumber of profiles
Profiles1 record
Noelle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noelle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Noelle
What does Noelle do?
Noelle operates a 224-room boutique hotel in a 13-story historic 1930 Art Deco building in downtown Nashville. The property offers art-curated guest rooms and suites, five on-site dining and bar venues (Lona, Rare Bird, Hidden Bar, Trade Room, Drug Store Coffee), event and meeting spaces, wedding services, and a retail boutique called KEEP Shop, all positioned as an immersive Nashville experience celebrating the local creative community.
Is Noelle a public or private company?
Noelle is a private company. It is classified as private equity controlled and is currently operating.
When was Noelle founded?
Noelle was founded in 2017. It employs 51 to 100 people.
Where is Noelle based?
Noelle is headquartered in Nashville, United States, in the North America region.
How does Noelle make money?
Five revenue lines are on record. Guest Room Rentals are the primary driver. The others are food & Beverage, meetings & Events, gift Cards and retail - Keep Shop.
Does Noelle have an API?
No public API is recorded for Noelle.
What industry is Noelle in?
Noelle's product category is Boutique Hotels. Its primary akta.pro industry code is THAGADAA, Design-Led Boutique Hotels, with a secondary code of THAGADAC, Art & Culture (Gallery/Museum) Hotels. Its NAICS code is 72111 and its SIC code is 7011.