Noelle

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.

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

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

• Boutique hotel rooms
• Hotel dining venues
• Event venue spaces
• Wedding venue services
• Rooftop bar restaurant

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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.
4. Gift Cards: Gift cards redeemable at Trade Room, Rare Bird, Hidden Bar, Drug Store, for in-room dining, or applied towards hotel stays.
5. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core 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

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• MakereadycoreStrategic or Co-development PartnerHotel 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)coreStrategic or Co-development PartnerFull-service architecture and interior design studio located in Nashville. Led architectural reimagining of the historic building preserving Art Deco elements.
• Peck & CompanycoreStrategic or Co-development PartnerCreative branding experts who led creative direction for hotel's rebirth, developing the brand identity and design language.
• Feltus Hawkins DesignminorStrategic or Co-development PartnerNashville-based architects involved in reimagining the 13-story building alongside DAAD.
• Libby CallawayminorStrategic or Co-development PartnerInaugural creative partner, editor, publicist, and curator for the hotel's launch and ongoing creative programming.
• Imogene + WillieminorGTM or Marketing PartnerNashville-based fashion company specializing in denim. Partner in bringing local fashion and design to the hotel experience.
• New HatminorStrategic or Co-development PartnerSurface Design Studio specializing in custom wall coverings, pattern development and original artwork for the hotel.
• Salt CeramicsminorStrategic or Co-development PartnerModern, minimalist clay creations supplier for custom porcelain accessories in guestrooms.
• Emil ErwinminorStrategic or Co-development PartnerLuxury leather items focused on classical and functional designs for hotel merchandise.
• Isle of PrintingminorStrategic or Co-development PartnerNashville creative studio specializing in unusual printed materials and novelty items for the hotel.
• Chef Richard SandovalcoreStrategic or Co-development PartnerCelebrated Mexican-born chef operating Lona restaurant at Noelle, bringing modern Mexican cuisine to the hotel's dining portfolio.
• Sump CoffeeminorStrategic or Co-development PartnerCoffee partner for The Daily Prescription tasting experiences at Drug Store Coffee, providing curated coffee flights.
• Barista Parlor CoffeeminorStrategic or Co-development PartnerCoffee supplier for Drug Store Coffee within the hotel, providing high-quality barista-style coffee.
• QNTM FitnessminorGTM or Marketing PartnerWellness partner offering guests hydromassage lounges, red light therapy, and training equipment at location 0.9 miles from hotel.
• Blow Out Co. The GulchminorGTM or Marketing PartnerWellness partner offering guests 20% off blowouts through Relax & Recover Passport program.
• Face Foundrie GulchminorGTM or Marketing PartnerWellness partner offering 20% off facials through hotel's Relax & Recover Passport.
• PVOLVE NashvilleminorGTM or Marketing PartnerWellness partner offering complimentary first class through Relax & Recover Passport.
• E+Rose 505minorGTM or Marketing PartnerWellness partner offering 10% off at retail location through hotel's wellness program.
• Room In The InnminorOthersLocal nonprofit receiving donations of clothing, surplus room products, and turkeys from hotel.
• Second Harvest Food Bank of Middle TennesseeminorOthersLocal food bank receiving donations from hotel's community impact program.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/noellenashville
• Instagraminstagram.com/noelle_nashville

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noelle