The Hotel Alex Johnson

What The Hotel Alex Johnson does

The Hotel Alex Johnson is a 143-room historic full-service hotel located at 523 Sixth Street in downtown Rapid City, South Dakota, founded in 1928 by Alex Carlton Johnson, Vice President of the Chicago and Northwestern Railroad. The property operates under Hilton's Curio Collection franchise brand and is owned and managed by Liv Hospitality. It is listed on the National Register of Historic Places, features Germanic Tudor-inspired architecture blended with Native American décor, and has hosted six U.S. Presidents along with a documented reputation as one of South Dakota's most haunted hotels. Rooms range from Traditional Guest Rooms to Junior, Executive, Chairman, Family, and Bridal Suites, plus an 1,800-square-foot Presidential Suite, with floors five through nine currently undergoing renovation through spring 2026.

The hotel operates a multi-vertical hospitality business: lodging (143 keys) is the core, supplemented by three on-site dining venues (Juniper at Vertex Sky Bar, Paddy O'Neill's Irish Pub, and an on-site Starbucks), five meeting and banquet venues accommodating 20-200 attendees, wedding and corporate event services, The Alex Market gift shop, business services, and concierge itinerary planning. Revenue streams include nightly room rates, F&B sales (including off-premise delivery via DoorDash and reservations via OpenTable), event and meeting rentals with catering, valet parking ($28.95/day), pet fees, and a subscription Alex VIP Club membership ($53.10/month or $637.20/year) offering reciprocal perks at partner properties WaTiki Indoor Waterpark Resort, Cadillac Jack's Gaming Resort, and Tin Lizzie Gaming Resort. Distribution combines Hilton's global reservation system and Hilton Honors loyalty with a regional on-site Director of Sales and event planning team handling group, wedding, and corporate bookings.

The customer base is diversified across leisure tourists visiting the Black Hills (Mount Rushmore, Badlands, Custer State Park), corporate travelers, wedding parties, group tour operators, and local community members enrolled in the Alex VIP Club. Pricing uses a base nightly-rate model with mandatory destination marketing fees, taxes, and à la carte add-on packages (Prestige, Romantic Getaway, Pampered Pooch, Ghost Adventure, Something to Celebrate, Spirit of The West). Marketing leverages Hilton's global brand platform, content marketing around regional attractions and seasonal events (Sturgis Rally, Black Hills Pow Wow, Lakota Nation Invitational, Stock Show & Rodeo), and partnerships with Summit Arena at The Monument for concerts and cultural events.

Name

The Hotel Alex Johnson

Legal name

Alex Johnson Hotel

Website

https://alexjohnson.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

The Hotel Alex Johnson is a 143-room 1928 historic full-service hotel in downtown Rapid City, South Dakota, operating under Hilton's Curio Collection and serving leisure tourists, corporate travelers, and wedding/event groups visiting the Black Hills region with lodging, dining, and meeting facilities.

Ownership category

akta.pro rank

Product category

Historic Hotel and Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

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

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Conference Retreat Hotels (THAGALAG)

Keywords

• Historic hotel lodging
• Hospitality accommodations
• Event and meeting venues
• Wedding and banquet facilities
• On-site dining and bars

Headquarters

HQ city

Rapid City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Room/Suite Rentals: Primary revenue from 143 renovated guest rooms and luxury suites including Traditional Guest Rooms, Executive Suites (Junior, Executive, Chairman, Family), Bridal Suite, and Presidential Suite. Revenue is generated through nightly rates with package add-ons.
2. On-site Dining: Revenue from three on-site dining venues: Juniper at Vertex Sky Bar (rooftop restaurant with craft cocktails and local cuisine), Paddy O'Neill's Irish Pub (breakfast, lunch, dinner, late-night), and Starbucks.
3. Meeting & Event Space Rental: Revenue from five meeting venues accommodating 20-200 attendees, corporate events, weddings, holiday parties, and group tours with on-site catering services.
4. Membership Programs: Alex VIP Club monthly membership ($53.10/month) and annual membership ($637.20/year) offering dining, hotel, entertainment, and gaming perks. Also LIV Rewards loyalty program for hotel guests.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Hotel Alex Johnson is a 143-room historic full-service hotel operating under the Curio Collection by Hilton brand, offering guest lodging (Traditional Guest Rooms, Executive Suites, Presidential Suite, Bridal Suite), three on-site dining venues, five meeting/banquet venues, wedding and corporate event services, and loyalty programs (Alex VIP Club and LIV Rewards). The property is owned and managed by Liv Hospitality and supplements its core room revenue with food and beverage, meetings and events, parking, pet fees, and curated add-on packages.

Product overview

The Hotel Alex Johnson is a 143-room historic hotel operated under the Curio Collection by Hilton brand, owned and managed by Liv Hospitality. The property operates as a multi-faceted hospitality portfolio offering guest lodging (Traditional Guest Rooms, Executive Suites, Presidential Suite, and Bridal Suite), on-site dining across three distinct venues (Juniper at Vertex Sky Bar, Paddy O'Neill's Irish Pub, and an on-site Starbucks), and comprehensive event and group services (meeting rooms, wedding accommodations, and corporate event spaces). The hotel supplements its core stay and dining offerings with add-on packages including the Prestige Package, Romantic Getaway, Pampered Pooch, Ghost Adventure, and Something to Celebrate packages, plus loyalty programs Alex VIP Club (membership program with monthly and annual tiers) and LIV Rewards. Additional on-site amenities include The Alex Market gift shop, concierge services, business center facilities, and fitness amenities with Peloton bikes. The product portfolio is unified under the hotel's historic Black Hills identity and Curio Collection by Hilton brand affiliation.

Differentiator

Problem solved

Functional benefit

Brands

• Juniper at Vertex Sky Bar: Rooftop bar and restaurant featuring panoramic views of Rapid City and the Black Hills, serving local cuisine, craft cocktails, appetizers, salads, entrees and desserts. Open daily with dinner service from 4PM-9PM.
• Paddy O'Neill's Irish Pub
• Alex VIP Club
• LIV Rewards

Products and services

• Traditional Guest Rooms Recently renovated guest rooms decorated with historic charm, offering one double bed or two double beds with luxury amenities for leisure and business travelers.
• Executive Suites Oversized suites with a large bedroom and distinct sitting area, granite-top desks, pillow-top beds with triple sheeting, and complimentary Wi-Fi. Includes Junior Suite, Executive Suite, Chairman Suite, and Family Suite variants.
• Presidential Suite An 1,800-square-foot luxury suite with panoramic views of Rapid City, a pillow-top king bed, full kitchen, granite-top furnishings, and two separate bedrooms.
• Bridal Suite An elegantly decorated suite featuring a four-poster bed, in-room whirlpool tub, and spectacular view of the Rapid City skyline for couples.
• Juniper at Vertex Sky Bar Rapid City's premier rooftop dining destination atop the Hotel Alex Johnson, offering panoramic views of the Black Hills, craft cocktails, locally inspired dishes, and private event hosting.
• Paddy O'Neill's Irish Pub An Irish-themed pub serving breakfast, lunch, and late-night fare daily with traditional Irish dishes and American favorites, featuring a copper-top bar, outdoor patio, and casino.
• Starbucks (Hotel Alex Johnson) On-site Starbucks located off the lobby of the hotel, offering coffee, pastries, and seasonal specials from 5:30AM to 6PM daily.
• Meeting Rooms & Banquet Facilities Five meeting venues and banquet facilities accommodating groups of 20 to 200 attendees, including Ballroom, Lincoln Room, Washington Room, Rushmore Room, and Jefferson Room. Equipped with AV technology, livestreaming, and catering.
• Wedding Accommodations Wedding venue services including newly renovated ballrooms, custom menus, event planning, and group room blocks for wedding guests.
• Alex VIP Club Premier loyalty membership program offering monthly wine tastings, hotel stay discounts, dining perks, event access, and gaming perks at partner properties. Monthly membership at approximately $53.10/month or annual membership at approximately $637.20/year.
• LIV Rewards Loyalty rewards program operated by Liv Hospitality, offering discounts and freebies at hotel restaurants, partner gaming resorts, and local shops.
• The Alex Market Gift shop and convenience store located in the hotel lobby offering unique gifts, souvenirs, snacks, beverages, wine, beer, and locally sourced products.
• Concierge Services Personalized concierge services including itinerary planning, travel arrangements, exclusive hotel tours, local recommendations, and in-room bottle service.
• Business Services Business center with computer and printing capabilities, high-speed Wi-Fi, and concierge-arranged scanning, photocopying, faxing, and shipping services for corporate travelers.

Quantifiable outcome

• Over 75 years of welcoming travelers including celebrities, dignitaries, and families
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Hilton (Curio Collection by Hilton)coreChannel Partner/ Reseller/ DistributorHotel Alex Johnson is a member of the Curio Collection by Hilton, gaining access to Hilton's global distribution system, Hilton Honors loyalty program, brand marketing, and operational standards. This franchise partnership provides booking infrastructure and brand credibility.
• Liv HospitalitycoreOthersLiv Hospitality is the owner and manager of the Hotel Alex Johnson. The company operates multiple hospitality properties in the Black Hills region including Cadillac Jack's Gaming Resort and Tin Lizzie Gaming Resort in Deadwood.
• AJ's Wicked Salon & SpaminorStrategic or Co-development PartnerAdjacent salon and spa located steps away from the hotel, offering rest and relaxation services. Carries top-of-the-line Paul Mitchell and Oribe Hair Care products.
• Silver Lining CreameryminorStrategic or Co-development PartnerLocal small business featured in The Alex Market, offering unique ice cream and treats for hotel guests and visitors.
• WaTiki Indoor Waterpark ResortminorGTM or Marketing PartnerAlex VIP Club members receive 25% off waterpark admission and 25% off food/drinks at Sliders Bar & Grill. Partnership extends hotel loyalty program value.
• Cadillac Jack's Gaming Resort (Deadwood)minorGTM or Marketing PartnerAlex VIP Club members receive $20 free play each month, 20% off Earl of Sandwich dining, and 10% off gift shop. LIV Rewards guests receive $20 free play.
• Tin Lizzie Gaming Resort (Deadwood)minorGTM or Marketing PartnerAlex VIP Club members receive $20 free play each month and 20% off Snitches dining. Partnership provides gaming and entertainment perks for loyalty members.
• DoorDashminorChannel Partner/ Reseller/ DistributorPaddy O'Neill's Irish Pub offers food delivery through DoorDash platform for off-site customers.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• El Tovar Hotel: Historic 1905 full-service hotel located directly on the South Rim of the Grand Canyon. Comparable for its iconic national-landmark-adjacent positioning, historic character, and tourism-driven demand profile in a secondary market.
• Hotel Emma: Adaptive-reuse historic full-service hotel in San Antonio, TX, and member of the Curio Collection by Hilton. Comparable for its on-site dining destination, meeting/event venues, and experiential historic positioning.
• Hotel Monteleone: Historic 1862 full-service hotel in the French Quarter of New Orleans, also part of the Curio Collection by Hilton. Comparable for its heritage positioning, on-site F&B venues, meeting and wedding business, and blend of leisure and corporate demand.
• The Driskill Hotel: Historic 1886 full-service hotel in downtown Austin, TX, operated within Hilton's Curio Collection. Comparable for its heritage architecture, group/event business, and prime downtown tourism-adjacent location.
• The Adolphus Hotel: Historic 1912 full-service hotel in downtown Dallas, TX, part of Marriott's Autograph Collection. Comparable for its heritage architecture, multiple on-site dining outlets, ballroom/event business, and downtown CBD location.
• The Hermitage Hotel: Historic 1910 full-service hotel in downtown Nashville, TN. Comparable for its heritage architecture, on-site dining, meeting and wedding venues, and luxury positioning within a tourism-driven downtown market.
• The Brown Palace Hotel & Spa: Historic 1892 full-service hotel in downtown Denver, CO, part of the Autograph Collection. Comparable for its Mountain West regional positioning, heritage architecture, on-site F&B, and group/wedding/event business.
• Hotel & Spa at The Landing: Boutique historic-style full-service resort in South Dakota's Black Hills region. Comparable as a direct regional competitor in the same tourism catchment, offering rooms, dining, and event space.

Regional players

• Tru by Hilton Rapid City: Hilton-branded select-service hotel in Rapid City, SD, within the same corporate family. Comparable as a direct competitor for leisure tourism demand in the Black Hills, though it lacks the historic and full-service positioning of Alex Johnson.
• Best Western Ramkota Hotel Rapid City: Regional full-service competitor in Rapid City, SD, near The Monument and Black Hills attractions. Comparable for group/event business, dining, and serving the same Mount Rushmore tourism segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hotel-alex-johnson

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Hotel Alex Johnson