What Shinola Hotel does

Shinola Hotel is a privately held, 129-room luxury boutique hotel located at 1400 Woodward Avenue in downtown Detroit, opened in 2018 and operating within five historic buildings including the 1915 T.B. Rayl Co. building and the 1936 Singer Building. The property was developed by Bedrock (the real estate developer and parent entity) in partnership with the Shinola brand, and is operated by Sage Hospitality Group under a management agreement. Room inventory spans entry-level Study Queen rooms (275-325 sq.ft.) to the 1,000 sq.ft. Bedrock Penthouse, with nightly rates ranging from approximately $614 to $2,230 inclusive of taxes and fees.

The hotel monetizes four distinct revenue streams: (1) guest room accommodations across 129 keys, the primary revenue line, supported by an incentivized direct-booking channel with best-rate guarantees; (2) food and beverage across five venues operated by NoHo Hospitality Group under Chef Andrew Carmellini — San Morello (Southern Italian), Evening Bar (speakeasy), The Brakeman (beer hall), Penny Red's (Southern fried chicken), and in-room dining; (3) events and weddings, leveraging 19,670 sq.ft. of event space across multiple rooms accommodating up to 350 guests; and (4) ancillary experiential programming including the Shinola Watch Lending Program (suite and penthouse guests), the $250+tax Digital Detox experience, and the Curated by Coup fashion partnership with Detroit boutique Coup D'état. Customer segments are diversified across luxury leisure travelers, business and corporate groups, wedding and social event hosts, and the local Detroit community.

The business is asset-heavy and single-location: 51-100 employees operate one Detroit property with no disclosed plans for additional locations. Competitive positioning rests on the Shinola brand name, the NoHo/Carmellini culinary partnership (which earned Detroit's first-ever MICHELIN Key in 2024), a Library Street Collective-curated art collection featuring works by Nick Cave and Charles McGee, and a destination amenity network (Detroit Institute of Arts access, partnerships with Bon Bon Bon, The Lip Bar, Gilly's Clubhouse, and Barkside). The hotel is privately held, has no public ticker, and has not disclosed funding rounds or detailed financials.

Name

Shinola Hotel

Legal name

Shinola Hotel

Website

https://shinolahotel.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Shinola Hotel is a 129-room luxury boutique hotel in downtown Detroit, developed by Bedrock and operated by Sage Hospitality Group, featuring five NoHo Hospitality Group dining venues, 19,670 sq ft of event space, and Detroit's first MICHELIN Key.

Ownership category

akta.pro rank

Headquarters

HQ city

Detroit

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, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Guest Room Accommodations: The hotel generates primary revenue from 129 boutique guest rooms and suites, offering various room categories from standard Guest Rooms to luxury Penthouses. Room rates range from approximately $614 to over $2,230 per night depending on room category and season.
2. Food & Beverage Operations: Five distinct dining and bar venues operated by NoHo Hospitality Group contribute significant revenue through San Morello (Italian restaurant), Evening Bar (speakeasy cocktail bar), The Brakeman (beer hall), Penny Red's (fried chicken), and in-room dining services.
3. Events & Weddings: The hotel hosts weddings, corporate events, and social gatherings across 19,670 sq ft of event space accommodating up to 350 guests. Revenue generated from venue rentals, catering, and event planning services.
4. Shinola Watch Lending Program: A unique amenity program where suite and penthouse guests can borrow Shinola watches during their stay, creating brand engagement and potential product visibility.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Shinola Hotel is a 129-room luxury boutique hotel in downtown Detroit operating across five restored historic buildings (including the former Singer Building and T.B. Rayl Co. store, originally built in 1915). Its core offering consists of overnight guest accommodations ranging from standard Guest Rooms (275–325 sq.ft.) to premium penthouses (up to 1,000 sq.ft.), supported by five on-site food and beverage venues, 19,670 sq.ft. of event space, and signature experiential programs such as the Shinola Watch Lending Program and Digital Detox package.

Product overview

Shinola Hotel is a 129-room luxury boutique hotel in downtown Detroit, developed by Bedrock and operated by Sage Hospitality Group. The property spans five historic buildings including the former Singer Building and T.B. Rayl Co. store. The hotel offers a portfolio of guest accommodations ranging from Study Queen rooms (275-325 sq.ft.) to premium penthouses (up to 1,000 sq.ft.), five distinct food and beverage venues including San Morello (Italian), Evening Bar (speakeasy cocktails), The Brakeman (American beer hall), and Penny Red's (Southern fried chicken), plus 19,670 sq.ft. of event space accommodating up to 350 guests. Signature amenities include the Shinola Watch Lending Program, curated art collection, Digital Detox experience, and Curated by Coup fashion partnership. The hotel was awarded a MICHELIN Key in 2024, recognizing Detroit's first-ever Michelin-rated hospitality property.

Differentiator

Problem solved

Functional benefit

Products and services

• Guest Rooms Luxury boutique guest rooms featuring mid-century modern decor, curated amenities from local makers, Shinola Bluetooth speakers, signature bathrobes, custom mattresses, and Italian cotton sheets. Room types include Study Queen (275–325 sq.ft.), Study King, Den King (330–425 sq.ft.), Cass King (430–580 sq.ft.), Gallery King (568–662 sq.ft.), Loft King (697–739 sq.ft.), and Alcove King (410 sq.ft.). Designed for discerning leisure and business travelers seeking an upscale Detroit stay.
• Suites & Penthouses Premium suite and penthouse accommodations including The Canfield (800 sq.ft. with atelier windows and 20-foot ceilings), Attic Suite (860–905 sq.ft.), Hideout Penthouse (860 sq.ft.), Runwell Penthouse (980 sq.ft.), Argonite Penthouse, and Bedrock Penthouse (1,000 sq.ft.). All feature distinctive architectural character with access to premium amenities including the Shinola Lending Program. Target guests seeking top-tier luxury accommodations.
• San Morello Authentic wood-fired Southern Italian restaurant by award-winning Chef Andrew Carmellini, featuring housemade pastas, pizzas, and seasonal specialties. Serves breakfast, brunch, lunch, and dinner with hours extending to late evening on weekends. Open to hotel guests and the public.
• Evening Bar Intimate speakeasy-style cocktail bar tucked behind the hotel lobby, offering expertly crafted cocktails with classic techniques and elevated bar bites. Open Sunday through Thursday 5pm–11pm, Friday–Saturday 5pm–1am. Open to hotel guests and the public.
• The Brakeman American beer hall and recreation venue featuring Midwest craft beers, shuffleboard, foosball, big screen TVs, and tap tables. Adjacent to Penny Red's for fried chicken and sides. Happy hour Mon–Fri 4–6pm ($6 beers, $12 cocktails). Open to hotel guests and the public.
• Penny Red's Southern-inspired fried chicken restaurant offering buckets of chicken, honey-butter biscuits, and local farmstand sides. Pairs with brews at The Brakeman. Open to hotel guests and the public.
• In-Room Dining Full-service in-room dining featuring chef-selected favorites including breakfast classics, lunch and dinner entrees, and a complete wine, beer, and spirits menu. Available 11am–midnight Sunday–Thursday, 11am–1am Friday–Saturday. Available to hotel guests.
• Meetings & Events Event venues totaling 19,670 sq.ft. with capacity for up to 350 guests. Includes Bixby Hall (3,355 sq.ft., 220 max), The Birdy Room (1,750 sq.ft., 150 max with vaulted glass ceiling), The Foundry Room (950 sq.ft., 70 max), The Salon (11,325 sq.ft., 75 max), The Annex, San Morello Private Dining (550 sq.ft., 50 max), Evening Bar (650 sq.ft., 45 max), and The Brakeman (3,625 sq.ft., 200 max). Targets corporate events, weddings, and social gatherings.
• Digital Detox Experience A curated stay designed for stepping away from screens, featuring a Shinola phone vault, curated board games, Shinola turntable with vinyl library, book collection, Shinola journal with writing prompts, and Camp Snap camera (all items to take home). Available in premium suites and penthouses as a $250+tax nightly addition. Targets guests seeking a screen-free, craft-focused experience.
• Curated by Coup Fashion partnership with Coup D'état boutique offering private shopping, personal styling, room service delivery, and shoppable suite experiences. Features designer brands including Eckhaus Latta, MM6 Margiela, Sandy Liang, and Detroit-based designers. Targeted at suite and penthouse guests seeking curated retail experiences.
• Shinola Watch Lending Program Exclusive watch lending program allowing suite and penthouse guests to borrow from a curated selection of Shinola watches during their stay. Features an appointment with the Experience Team to select from ten watches in various sizes, colors, and styles. Designed to extend the Shinola brand experience into the guest stay.

Quantifiable outcome

• Detroit's first MICHELIN Key awarded in 2024
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, minor and strategic.

• NoHo Hospitality GroupcoreStrategic or Co-development PartnerNoHo Hospitality Group, led by award-winning Chef Andrew Carmellini, operates all five dining venues at Shinola Hotel including San Morello, Evening Bar, The Brakeman, and Penny Red's. This partnership has been instrumental in earning Detroit's first-ever MICHELIN Key and establishing the hotel as a culinary destination.
• BedrockcoreOthersBedrock is an award-winning real estate developer focused on comprehensive city building initiatives in Detroit and Cleveland. They are the property developer and owner of Shinola Hotel, developing the hotel as part of their philosophy of operating for more than profit and rehabilitating historic properties.
• Sage Hospitality GroupcoreOthersSage Hospitality Group manages Shinola Hotel's operations, marketing, and reservations. The company's privacy policy and direct booking terms reference Sage Hospitality Group as the operating entity behind the hotel.
• Library Street CollectivecoreStrategic or Co-development PartnerLibrary Street Collective curated the hotel's art collection featuring works by notable artists including Nick Cave, Beverly Fishman, Tiff Massey, Jason REVOK, Charles McGee, and Alan Bean. The collection celebrates Detroit's artistic legacy and the Shinola ethos.
• Detroit Institute of ArtsminorGTM or Marketing PartnerDestination amenity partnership offering complimentary admission to the Detroit Institute of Arts for hotel guests, located nearby on Woodward Avenue in the city's cultural corridor.
• Gilly's ClubhouseminorGTM or Marketing PartnerNearby entertainment venue offering hotel guests 10% off their menu of drinks and snacks. Located a short walk down Woodward Avenue in Gilly's Clubhouse.
• Bon Bon BonminorGTM or Marketing PartnerResident chocolate shop of Parker's Alley offering hotel guests 10% off purchases plus a complimentary bon tasting.
• The Lip BarminorGTM or Marketing PartnerBeauty bar founded and owned by local Women of Color, offering hotel guests 15% off all products and services.
• Michigan HumaneminorOthers$25 from each pet fee is donated to Michigan Humane, the state's oldest and largest nonprofit animal welfare organization, as part of the hotel's pet-friendly program.
• BarksideminorGTM or Marketing PartnerOff-leash dog park, bar, and coffee shop in Detroit's West Village neighborhood. Hotel offers complimentary access to guests seeking more room for their pets to roam.
• Coup D'étatstrategicStrategic or Co-development PartnerFashion partnership with Coup D'état, a vibrant boutique on Detroit's East Side, offering exclusive shopping experiences for hotel guests including private styling sessions, room delivery services, and shoppable suite experiences in premium accommodations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Soho House: Members-club-rooted boutique hotel brand with multiple urban and resort locations worldwide. Comparable on design-led experience, F&B programming, and cultural positioning, though at much wider scale.
• The Westin Book Cadillac Detroit: Iconic restored historic luxury hotel in downtown Detroit within Marriott's global distribution system. Captures overlapping corporate and event demand at a larger scale and broader brand umbrella.
• MGM Grand Detroit: Largest luxury hotel in downtown Detroit with integrated gaming. Competes for the same premium leisure, convention, and F&B spend pool from a much larger, casino-anchored base.

Direct peers

• Hotel Pontchartrain Detroit: Recently opened luxury boutique hotel in downtown Detroit. Competes with Shinola for the upper-upscale leisure and corporate traveler segment within the same metro.
• The Liberty Hotel: Luxury hotel converted from Boston's historic Charles Street Jail. Comparable in adaptive-reuse profile, upscale positioning, and urban-event business mix to Shinola.
• Ace Hotel: Design-forward boutique hotel brand with strong F&B programming and cultural programming. Comparable to Shinola's positioning around craftsmanship, local partnerships, and lifestyle-led hospitality.
• Hotel Emma: Adaptive-reuse luxury boutique hotel in a historic 19th-century brewhouse in San Antonio. Highly comparable operating model to Shinola: heritage building, strong F&B, curated art, event-driven revenue.
• 21c Museum Hotels: Multi-property boutique hotel brand known for combining contemporary art exhibitions with upscale lodging. Closest conceptual peer given Shinola's emphasis on a curated in-house art collection and design-driven guest experience.
• The Siren Hotel: Independent boutique hotel also located in downtown Detroit, restored within a historic building. Direct head-to-head competitor for the same leisure and corporate guests in the Woodward corridor.
• Foundation Hotel: Boutique hotel housed in a restored historic building (former Detroit Fire Alarm building) near downtown. Shares Shinola's adaptive-reuse, design-forward positioning in the Detroit market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shinolahotel
• Instagraminstagram.com/shinolahotel
• Xx.com/shinolahotel
• LinkedInlinkedin.com/company/shinolahotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

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 Shinola Hotel