Hotel 24 South

What Hotel 24 South does

Hotel 24 South operates a 124-key historic boutique hotel and conference center at 24 South Market Street in downtown Staunton, Virginia, originally built in 1924 as the Stonewall Jackson Hotel and rebranded under its current name in 2020. The property is professionally managed by Crestline Hotels & Resorts, LLC of Fairfax, Virginia, and serves three primary customer segments: leisure travelers exploring the Shenandoah Valley and the adjacent American Shakespeare Center's Blackfriars Playhouse, wedding parties booking the historic Colonnade Ballroom or Shenandoah Ballroom with tiered Platinum/Gold/Silver/Luncheon/Brunch packages, and corporate meeting planners using 8,500+ square feet of flexible meeting space (including a 400-guest ballroom configuration) supported by an on-site Blueridge Event Production AV partner. The hotel is an official member of Historic Hotels of America (a National Trust for Historic Preservation program) and participates in the Stash Hotel Rewards loyalty network spanning ~150 independent hotels.

The underlying technology stack is conventional for a full-service independent hotel: a SynXis-embedded booking engine widget (be.synxis.com) on the hotel's own website drives direct reservations, with Google Analytics used for traffic and engagement measurement, and 24-hour front-desk operations handling phone and walk-in bookings. Group demand (10+ rooms) and corporate/wedding RFPs are captured through dedicated web forms, with meeting planners earning Stash points via the Points for Planners program. The 2005 $21.1 million restoration preserved original 1924 architectural details (Georgarian Revival, walnut-furnished lobby, balustraded mezzanine) while integrating modern amenities including an indoor pool, fitness center, and accessibility-compliant features (WCAG 2.2 Level AA conformant).

Revenue is generated from five streams: nightly guest-room accommodations (varying by room type, season, and availability), meeting and event venue rentals with catering and audiovisual services, wedding packages and venue rentals, on-site food and beverage (Magnolia South breakfast buffet at $15/head, The 1924 Lounge open Thursday-Saturday), and recurring loyalty engagement through Stash Hotel Rewards. Distribution combines direct website/phone bookings, third-party OTA channels, the Stash network, and inbound RFPs from corporate planners and wedding clients, with marketing supported by Facebook/Instagram organic social, email newsletters, content marketing around local attractions, and PR/earned media through TripAdvisor and Historic Hotels of America affiliations.

Name

Hotel 24 South

Legal name

Hotel 24 South (operated by Crestline Hotels & Resorts, LLC)

Website

https://hotel24south.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Short description

Hotel 24 South is a 124-key historic boutique hotel and conference center in downtown Staunton, Virginia, serving leisure travelers, wedding parties, and corporate meeting planners with on-site dining and 8,500+ square feet of event space. Managed by Crestline Hotels & Resorts and affiliated with Historic Hotels of America and Stash Hotel Rewards.

Ownership category

akta.pro rank

Product category

Boutique Hotel and Event Venue

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Historic/Heritage Conference Hotels (THAGALAL)

akta.pro secondary industries

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Corporate Conference Center Hotels (THAGALAF), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Boutique hotel accommodations
• Wedding venue services
• Conference meeting space
• Historic hotel hospitality
• Event catering services

Headquarters

HQ city

Staunton

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, Technology or R&D, Supply Chain

Revenue model

1. Guest Room Accommodations: The primary revenue stream comes from overnight hotel accommodations featuring 124 guest rooms including classic rooms, suites, and accessible rooms. Revenue is generated through nightly room rates with varying prices based on room type, season, and availability.
2. Meeting and Event Services: Revenue from hosting corporate meetings, conferences, and events in over 8,500 square feet of flexible meeting space. Includes venue rentals, catering services, audiovisual equipment, and event planning support. Meeting planners can earn Stash reward points through the Points for Planners program.
3. Wedding Packages and Venue Rentals: Wedding services including venue rentals (Colonnade Ballroom, Shenandoah Ballroom), catering, and event planning. Offers Platinum, Gold, Silver, Luncheon, and Brunch packages with varying food and beverage commitments.
4. Food and Beverage Operations: On-site dining revenue from Magnolia South breakfast restaurant ($15 per person buffet) and The 1924 Lounge (Thursday-Saturday, 5pm-10pm) serving craft cocktails and light menu items. Private event catering also available.
5. Stash Hotel Rewards Program: Loyalty program that drives repeat bookings. Members receive 10% off Best Available rate and complimentary parking when booking the Member rate. The program generates recurring guest engagement and brand loyalty.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Hotel 24 South is a historic 1924 Georgian Revival boutique hotel and conference center in downtown Staunton, Virginia, offering 124 guest rooms and suites, on-site dining (Magnolia South breakfast restaurant and The 1924 Lounge), and over 8,500 square feet of flexible meeting and event space. The property hosts weddings, corporate meetings, and leisure stays with full-service catering, audiovisual support, and a Points for Planners rewards program.

Product overview

Hotel 24 South is a historic full-service hotel and conference center in downtown Staunton, Virginia. The property operates as a unified hospitality offering combining guest accommodations (124 rooms including classic rooms, suites, and accessible rooms), dining (Magnolia South restaurant and The 1924 Lounge), event venues (Colonnade Ballroom, Shenandoah Ballroom, and smaller meeting rooms totaling over 8,500 sq ft), and recreation facilities (indoor pool, fitness center). Event services include comprehensive wedding packages (Platinum, Gold, Silver, Luncheon, and Brunch tiers) and meeting planning with a Points for Planners rewards program. The property is affiliated with Stash Hotel Rewards loyalty program and Historic Hotels of America.

Differentiator

Problem solved

Functional benefit

Products and services

• Guest Room Accommodations 124 spacious guest rooms and suites including classic rooms, 4 suites, and accessible rooms with vintage charm and modern amenities. Options include King Wing and Queen-Queen Wing configurations featuring original 1924 architectural details. Available for leisure travelers, business groups, and wedding guests.
• Magnolia South Restaurant On-site breakfast restaurant serving daily buffet with hot and cold stations, fresh fruit, yogurt, and beverages. Weekdays 6:30 AM - 10:00 AM, weekends 7:00 AM - 11:00 AM, at $15 per person. Located on the lobby level.
• The 1924 Lounge Hotel bar and lounge offering craft cocktails and a light menu including Virginia Greens ($9), Cornflake Onion Rings ($9), Wings ($12), Smash Burger ($16), Salmon Crab Club ($16), and BLT ($14). Open Thursday-Saturday 5:00 PM - 10:00 PM.
• Colonnade Ballroom Historic event venue of 2,726 sq ft with original 1924 architecture, accommodating up to 150 guests for weddings, meetings, and galas. Features stately columns, soaring ceilings, and bay windows.
• Shenandoah Ballroom 4,453 sq ft versatile meeting space divisible into three separate rooms, ideal for conferences, exhibits, and corporate events accommodating up to 400 guests total.
• Meeting Rooms (Blue Ridge, Skyline, Staunton Boardroom, Augusta Room) Small to mid-sized meeting spaces including Blue Ridge (488 sq ft), Skyline (325 sq ft), Staunton Boardroom (199 sq ft), and Augusta Room (272 sq ft) for intimate gatherings and corporate events.
• Wedding Packages Tiered wedding packages including Platinum (4 hors d'oeuvres, 3-hour standard bar, plated or 3-entree buffet, house wine, sparkling toast), Gold (hors d'oeuvres, bar service, plated or buffet dinner), Silver (3-hour beer & wine service, 4 hors d'oeuvres, single or 2-entree buffet), Luncheon (1-hour cocktail reception, 3-hour beer & wine bar), and Brunch (2-hour mimosa and Bloody Mary bar). Venue rental fees decrease with higher food and beverage commitments.
• Points for Planners Program Meeting planner rewards program allowing planners to earn Stash Hotel Rewards points (1 point per dollar spent on group Master Account, excluding tax) for booking events and meetings at the hotel. New sign-up bonus of 1,000 points available. Planners must be Stash Hotel Rewards members.
• Stash Hotel Rewards Membership Loyalty program offering points for stays, 10% off Best Available rate with no blackout dates, and complimentary parking when booking the Member rate. Affiliated with nearly 150 independent hotels across the U.S. and Caribbean.
• Recreation Amenities (Indoor Pool and Fitness Center) On-site recreation amenities including an indoor pool for guest relaxation and a fully equipped fitness center for workouts. Available to all hotel guests as part of the property's lifestyle amenities.

Quantifiable outcome

• Voted #1 Best Wedding Venue in the Shenandoah Valley by Virginia Living Magazine for 5 consecutive years
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Historic Hotels of AmericacoreStrategic or Co-development PartnerHotel 24 South is an official member of Historic Hotels of America, a program of the National Trust for Historic Preservation. This partnership provides marketing exposure to heritage travelers, credibility through association with the prestigious preservation organization, and access to resources for maintaining the historic property's authentic character.
• Stash Hotel RewardscoreGTM or Marketing PartnerHotel 24 South participates in the Stash Hotel Rewards loyalty program, which includes nearly 150 independent hotels across the U.S. and Caribbean. Members earn points on stays, receive 10% off Best Available rates, and complimentary parking. The partnership drives direct bookings and repeat customer acquisition through reward incentives.
• Blueridge Event ProductioncoreTechnology or IntegrationOn-site audiovisual partner providing state-of-the-art technology and experienced technicians for meetings, weddings, and events. Supports presentations, hybrid setups, sound systems, and lighting. This partnership ensures professional event production capabilities without requiring couples and planners to source external AV vendors.
• American Shakespeare CentercoreStrategic or Co-development PartnerHotel 24 South is located adjacent to the American Shakespeare Center's Blackfriars Playhouse. The hotel offers package deals with discounted tickets for theater performances. This partnership drives leisure bookings from theater enthusiasts and cultural tourists visiting Staunton.
• Virginia Scenic RailwayminorGTM or Marketing PartnerPartnership offering package deals combining hotel stays with Virginia Scenic Railway train excursion tickets. Located 0.07 miles from the train station, the hotel promotes scenic train rides through the Shenandoah Valley as an activity for guests.
• Crestline Hotels & ResortscoreOthersCrestline Hotels & Resorts, LLC is the management company for Hotel 24 South. Headquartered at 3950 University Drive, Suite 301, Fairfax, VA 22030, Crestline operates a portfolio of hotels and provides management, investment, and advisory services for hospitality properties.

Scale indicators7 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Lansdowne Resort: Resort and conference property in Leesburg, Virginia, with extensive meeting/wedding space. Comparable as a full-service Northern Virginian event-driven hotel serving corporate meetings and weddings.
• The Hotel Roanoke & Conference Center: A historic Tudor-style hotel and conference center in Roanoke, Virginia, within the Shenandoah Valley region. Directly comparable as a heritage full-service hotel with substantial meeting and event space in a Virginia secondary market.
• The Founders Inn & Spa: A conference-focused resort hotel in Virginia Beach, VA, with extensive meeting space and wedding venues. Comparable as an independent, full-service hotel leaning heavily on meetings, weddings, and group business.
• The Blackburn Inn: A restored historic inn in downtown Staunton, Virginia, offering guest rooms and event space. Direct competitor for heritage-driven leisure, wedding, and corporate bookings in the same micro-market.

Broad incumbents

• The Omni Grove Park Inn: Historic resort and conference property in Asheville, NC, combining mountain heritage with extensive meeting and wedding facilities. Comparable as a heritage resort with major event/group business.
• The Jefferson Hotel: Iconic historic luxury hotel in Richmond, Virginia, with grand ballrooms and extensive event facilities. Comparable as a Virginia heritage hotel with strong wedding and corporate group business.

Others

• Historic Hotels of America: National Trust for Historic Preservation program to which Hotel 24 South belongs. Not a competitor but a peer network providing comparable membership, marketing, and distribution benefits among U.S. heritage hotels.
• Stash Hotel Rewards: Loyalty network of nearly 150 independent hotels including Hotel 24 South. Provides a peer set of comparable independent boutique hotels that compete for loyalty-driven repeat travelers.
• Crestline Hotels & Resorts: Third-party management company for Hotel 24 South. Its broader portfolio of managed boutique and historic hotels offers a quasi-comparable set of similarly-positioned independent properties under the same operating umbrella.

Regional players

• The Berkeley Hotel: Boutique historic hotel in Richmond, Virginia, serving leisure and corporate guests. Comparable as a smaller independent heritage hotel in the Virginia market with similar group and event capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hotel24south
• Instagraminstagram.com/hotel24south
• LinkedInlinkedin.com/company/stonewall-jackson-hotel-&-conference-center

Compliance1 record

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 Hotel 24 South