Best Western Premier Park Hotel

What Best Western Premier Park Hotel does

Best Western Premier Park Hotel is a historic 1871-founded hospitality property operating as a single hotel at 22 South Carroll Street on Madison, Wisconsin's Capitol Square — the only hotel directly on the Square. The property functions as a franchise under the Best Western Premier flag (BWH Hotels) and offers four room categories (Traditional, Premium/Deluxe/Classic, Suites, and ADA-Compliant Accessible Rooms), The Post Restaurant & Bar for on-site dining, and over 14,000 square feet of meeting and event space including the Top of the Park venue, Hall of Wisconsin, Capitol Room, Park Boardroom, and Founder's Level rooms. Amenities include an indoor heated pool, 24-hour fitness center, complimentary airport shuttle, business center, EV charging-enabled valet parking, and digital-friendly meeting rooms with videoconferencing. Technology infrastructure is standard hospitality (Wi-Fi, AV-integrated meeting spaces, integrated videoconferencing); no proprietary technology platform or AI capabilities are indicated.

The hotel generates revenue through five primary streams: guest room bookings (across direct, Best Western brand, and OTA channels), food and beverage at The Post (including in-room and poolside dining), event and meeting space rental (weddings, corporate, social), themed packages (Epic Systems, Farm to Table, Bikes, Shopping, Anniversary), and ancillary amenities (valet parking at $25-$30/night). Pricing is quote-based and not publicly disclosed. Customer segments include leisure travelers, business travelers, university visitors to UW-Madison, wedding parties, and Epic Systems employees/visitors — a diversified mix that mitigates concentration risk. Distribution combines direct website and phone bookings with the Best Western global reservation system, supported by a group sales team for weddings and corporate events. The hotel has earned the M.K. Guertin Award from Best Western for two consecutive years and is positioned as a heritage property celebrating its 155th anniversary.

Name

Best Western Premier Park Hotel

Legal name

Best Western Premier Park Hotel

Website

https://innonthepark.net

Company type

Private

Founded year

1871

Operating status

Operating

Headcount range

11–50 employees

Short description

Best Western Premier Park Hotel is a 1871-founded historic hotel and the only property on Madison's Capitol Square, offering guest rooms, The Post Restaurant & Bar, and over 14,000 sq ft of event space serving leisure, business, university, wedding, and Epic Systems visitors under the Best Western Premier franchise.

Ownership category

akta.pro rank

Product category

Hotel and Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industry

City/Urban Convention Hotels (THAGALAA)

Keywords

• Hotel accommodations
• Wedding venues
• Meeting event spaces
• On-site dining
• Historic hospitality

Headquarters

HQ city

Madison

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

Revenue model

1. Guest Room Bookings: Primary revenue stream from overnight accommodations including various room types (Traditional, Premium/Deluxe/Classic, Suites). Revenue generated through direct bookings, Best Western channels, and potentially OTA partnerships.
2. Food & Beverage: Revenue from The Post Restaurant & Bar serving breakfast, lunch, dinner, happy hour, and weekend brunch. In-room dining and poolside dining services also contribute. Restaurant offers vegetarian, vegan, and gluten-free options.
3. Event & Meeting Space Rental: Revenue from hosting weddings, corporate meetings, conferences, and social events. Includes various venues: Hall of Wisconsin (5,208 sq ft, up to 330 guests), Top of the Park (2,704 sq ft), Capitol Room, Park Boardroom, and Founder's Level rooms.
4. Special Packages & Offers: Themed packages including 155th Anniversary celebration rate, Bikes Package, Farmer's Market Package, Shopping Package, and Epic Systems Package generating incremental revenue.
5. Valet Parking & Amenities: Valet parking service at $30 per night (standard) or $25 per night with EV charging, both including in-and-out privileges.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Best Western Premier Park Hotel operates a full-service historic hotel on Madison's Capitol Square offering overnight guest accommodations across multiple room categories, on-site dining at The Post Restaurant & Bar, and over 14,000 square feet of event and meeting space. The property serves leisure travelers, business travelers, wedding parties, and university visitors with themed packages, valet parking with EV charging, an indoor pool, fitness center, and complimentary airport shuttle.

Product overview

Best Western Premier Park Hotel is a historic hotel property operating as a single unified hospitality service on Madison's Capitol Square. The product portfolio centers on guest accommodations across multiple room categories (Suites, Premium, Traditional, and ADA-Compliant Accessible Rooms), complemented by The Post Restaurant & Bar for on-site dining, and extensive meeting and wedding event spaces totaling over 14,000 square feet. The hotel also offers themed packages including Epic Systems, Farm to Table, Shopping, Bikes, and Anniversary packages, alongside amenities such as an indoor pool, fitness center, airport shuttle, and EV charging. The offering functions as an integrated hospitality service rather than a modular platform.

Differentiator

Problem solved

Functional benefit

Brands

• The Post Restaurant & Bar: The hotel's on-site restaurant offering classic American fare with a modern touch, serving breakfast, lunch, dinner, happy hour, and weekend brunch.

Products and services

• Suites
• Premium Rooms
• Traditional Rooms
• ADA-Compliant Accessible Rooms
• The Post Restaurant & Bar
• Meeting and Event Spaces
• Wedding Venues and Services
• Epic Systems Package
• Farm to Table Package
• Downtown Shopping Package
• Bikes Package
• 155th Anniversary Package
• Valet Parking with EV Charging

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Best Western PremiercoreChannel Partner/ Reseller/ DistributorFranchise relationship with Best Western Premier brand. The hotel operates under the Best Western Premier flag, benefiting from the brand's global reservation system, loyalty program, marketing support, and brand recognition. The parent Best Western organization recognized the hotel with the M.K. Guertin Award and includes it in brand-wide initiatives like TIME World's Best Brands distinction.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Marriott Madison West: Full-service Marriott in the greater Madison (Middleton) market with comparable meeting space, serving similar corporate and event demand from a non-downtown location.
• Concord House (Hilton Madison at the Concourse / Hampton by Hilton): Adjacent Madison hotel near the airport/concourse area competing for inbound business and government travelers, though located outside the downtown Capitol Square submarket.

Direct peers

• The Edgewater: Historic full-service hotel on Lake Mendota in Madison, WI offering similar upscale accommodations, event/wedding venues, and F&B. Most direct local competitor for downtown Madison business, leisure, and group demand.
• Sheraton Madison Hotel: Full-service Madison hotel with substantial meeting/event space, directly competing for corporate and government group demand that the Park Hotel serves on Capitol Square.
• Best Western Plus InnTowner Madison: Sister Best Western-branded property in Madison operating under the same parent distribution and loyalty infrastructure, competing for the same Wisconsin-based corporate and leisure demand pool.
• Hilton Madison Monona Terrace: Full-service downtown Madison hotel directly adjacent to Monona Terrace convention center, competing for the same corporate meetings, government, and university visitor demand that anchors the Park Hotel's business mix.
• Graduate Madison: Boutique lifestyle hotel on Madison's campus-adjacent corridor, directly competing for university visitors, family travel weekends, and game-day demand that the Park Hotel also captures from UW-Madison.
• Hyatt Place Madison Downtown: Select-service downtown Madison hotel competing in the same corporate transient and weekend leisure segments, with comparable brand-distribution infrastructure to the Best Western Premier flag.
• DoubleTree by Hilton Hotel Madison Downtown: Full-service downtown Madison hotel with meeting space and on-site dining, competing head-to-head for business travelers, group bookings, and weekend leisure demand in the same downtown submarket.

Broad incumbents

• BWH Hotels (parent brand): Parent organization of Best Western Premier, comprising multiple hotel brands globally. Relevant as the broad incumbent brand owner governing franchise standards, distribution, and loyalty economics that directly impact the Park Hotel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bwpremierparkhotelmadison
• Instagraminstagram.com/parkhotelmadison
• LinkedInlinkedin.com/company/bwpremierparkhotel

Compliance3 records

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 Best Western Premier Park Hotel