Plaza Hotel

What Plaza Hotel does

The Plaza Hotel Las Vegas, New Mexico is a privately owned historic Victorian hotel that opened in 1882 and has operated continuously in Old Town Las Vegas for over 140 years. The property sits on the north side of Old Town Plaza overlooking Plaza Park and encompasses 70 guest rooms (19 with direct Plaza Park views), the Ilfeld Ballroom (capacity 180) plus the Salon A and Library meeting rooms totaling more than 6,000 square feet of event space, and three on-site food and beverage outlets — Plaza Grill, Plaza Sip & Savor coffee bar, and the Tavern. Revenue is generated across four streams: nightly room accommodations (booked via direct website, third-party booking engine, and phone), food and beverage sales, event venue rentals, and negotiated corporate and government per-diem rates. A full-service wedding planning offering and curated tours with regional partners extend the monetization surface.

The business is owned by Allan Affeldt, a historic-hotel restorer who acquired the Plaza and Ilfeld buildings in 2014 and has invested more than $1 million in improvements, including a $5 million 2006 renovation of the Ilfeld building and ongoing restoration of the dining room and saloon. The hotel has been featured in a significant number of Hollywood productions including Easy Rider, No Country for Old Men, Longmire, and multiple Netflix series, and serves as both a leisure destination and a film production location. Distribution is omnichannel: a direct booking engine, OTA platforms, phone reservations, and direct event sales, supported by organic social and earned media including a TripAdvisor 2020 Travelers' Choice award.

The addressable market is heritage and small-town tourism in northern New Mexico plus regional events and film production. The hotel competes as the only major historic Victorian property directly overlooking Plaza Park and leverages its National Register status, original 1882 architecture, and Santa Fe Trail-era provenance as durable differentiators. Technology infrastructure is limited to standard hospitality tooling (a third-party booking engine, website CMS, and social channels), with no proprietary software, AI, or data platform.

Name

Plaza Hotel

Legal name

The Plaza Hotel Las Vegas, New Mexico

Website

https://plazahotellvnm.com

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

1–10 employees

Short description

The Plaza Hotel is a privately owned 70-room historic Victorian hotel in Las Vegas, New Mexico, operating continuously since 1882. It serves leisure travelers, event hosts, corporate and government guests, and film production crews through accommodations, on-site dining, and 6,000+ sq ft of event space.

Ownership category

akta.pro rank

Product category

Historic Hotel Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

Keywords

• Historic hotel lodging
• Event venue rental
• Wedding event services
• Fine dining restaurant
• Victorian accommodation

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Hotel Accommodations: The hotel generates revenue from 70 guest rooms including 19 Plaza-view rooms. Room bookings are made via direct website booking, third-party engine, and phone reservations. Deposit required at booking with 7-day cancellation policy for full refund.
2. Food & Beverage: Revenue from Plaza Grill (fine American & New Mexican dishes, steaks, desserts), Plaza Sip & Savor coffee bar, and the Tavern venue. All venues open daily with Plaza Grill operating 7am-9pm.
3. Event Venue Rental: Revenue from renting the Historic Ilfeld Ballroom (capacity 180), meeting rooms (Salon A, Library), and event coordination services including weddings, receptions, conferences. Currently a non-alcohol venue until liquor license approved.
4. Corporate & Government Rates: The hotel offers negotiated corporate and government per-diem rates for groups and individual business travelers, including business conveniences like wireless internet, audio/visual equipment, and document services.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The Plaza Hotel operates a historic Victorian hotel in Las Vegas, New Mexico, generating revenue from 70 guest rooms (19 with Plaza Park views), on-site food and beverage venues (Plaza Grill, Plaza Sip & Savor coffee bar, and the Tavern), and event venue rentals in the Historic Ilfeld Ballroom and smaller meeting rooms (Salon A, Library). It also offers wedding planning and coordination services and accepts negotiated corporate and government per-diem rates for business travelers.

Product overview

The Plaza Hotel is a historic Victorian hotel offering accommodation and event services. The core offerings include 70 Victorian guest rooms with 19 Plaza Park views, the Plaza Grill & Tavern restaurant serving American and New Mexican cuisine, the Plaza Sip & Savor coffee bar, and the Ilfeld Ballroom & Event Center with over 6,000 square feet of meeting space accommodating up to 180 guests. Additional services include two smaller meeting rooms (Salon A and Library), full wedding planning coordination, and online room booking. The property also features an online booking system, free Wi-Fi throughout, and pet-friendly accommodations for $10/day.

Differentiator

Problem solved

Functional benefit

Brands

• Plaza Grill: Fine American & New Mexican traditional dishes, steak dinners, variety of desserts, and weekly specials. Open daily 7am-9pm.
• Plaza Sip & Savor
• The Tavern
• Ilfeld Ballroom

Quantifiable outcome

• Award-winning renovation in 1982
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Meadow City ExpressminorOthersLocal transportation provider recommended for travelers arriving via Amtrak. Meadow City Express provides transportation from the Vegas depot (1 mile from hotel). Contact: 505.454.8583. Not an official hotel shuttle but the recommended option for train travelers.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• St. James Hotel: Historic 1872 hotel in Cimarron, NM with comparable Victorian-era architecture, Old West heritage tourism appeal, restaurant and bar operations, and small-town Northern New Mexico setting.
• La Posada Hotel: Sister historic hotel in Winslow, AZ, also restored by owner Allan Affeldt under the same Southwestern heritage tourism playbook. Closest comparable given shared ownership, restoration philosophy, and historic train-route positioning.
• La Fonda on the Plaza: Iconic historic hotel on the Plaza in Santa Fe, NM with comparable Victorian/Southwestern architecture, event space, on-site dining, and heritage tourism positioning in the New Mexico market.
• El Rancho Hotel & Motel: Historic New Mexico hotel in Gallup with similar Old West film-history legacy, celebrity guest heritage, and event/wedding venue positioning in a small-town New Mexico setting.
• Hotel Paisano: Historic 1930s hotel in Marfa, TX with comparable cinematic brand (Giant filmed there), boutique event space, and small-town heritage tourism model in the Southwest.
• Castaneda Hotel: Adjacent historic hotel in Las Vegas, NM also owned by Allan Affeldt and currently undergoing restoration. Directly comparable as a sister property with shared ownership and identical small-town positioning.

Emerging players

• Hotel & Spa at the Historic Eklund Hotel & Restaurant: Comparable small-town New Mexico/Texas historic hotel restoration projects with similar on-site dining, event space, and heritage positioning but smaller scale and earlier stage of restoration.

Broad incumbents

• Hotel St. Francis: Historic 1920s hotel in Santa Fe, NM operating as part of a national brand (Heritage Hotels & Resorts). Comparable as a New Mexico heritage tourism property with full-service lodging and event offerings.
• Driskill Hotel: Iconic 1886 historic hotel in Austin, TX with comparable Victorian heritage, full-service event/wedding business, on-site dining, and destination tourism appeal in a small/mid-sized Southwestern city.

Others

• Bellagio (MGM Resorts): Large-scale Las Vegas, NV integrated resort operator. Not directly comparable as a historic boutique but referenced for Las Vegas brand recognition and as a backdrop illustrating the geographic confusion risk around 'Las Vegas, NM' versus 'Las Vegas, NV.'

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Historic-Plaza-Hotel-117217621813073
• Instagraminstagram.com/plazahotellutzick
• Pinterestpinterest.com/dlutzickyahoocom/plaza-hotel
• LinkedInlinkedin.com/company/historic-plaza-hotel

Revenue estimate

Valuation estimate

Number of profiles

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 Plaza Hotel