Rockbridge has recently announced the opening of Noelle, a reimagined 224-room hotel housed in the former home of one of downtown Nashville’s first luxury properties, Noel Place.
Rockbridge has called upon the property’s Art Deco roots and location on historic Printers Alley to create a new cultural epicenter in the Nashville community. Located on the corner of Fourth Avenue and Church Street, Noelle sets itself apart from other hotels on what has recently become known as “Boutique Row” by offering guests an authentic, considered experience curated by leaders of Nashville’s thriving creative community.
Going well beyond opening “just another new hotel,” Rockbridge’s vision has been focused on building a vibrant Nashville destination through Noelle, filled with thoughtful design elements and creative programming intended to delight and engage guests and locals alike.
To bring this special property to life, Rockbridge assembled an expert team of specialists, starting with MAKEREADY, a company designed to create and operate hotel, restaurant, and retail brands, with a focus on unique localized projects like Noelle.
“Our plan was ambitious, so we knew we needed a team that could identify, collaborate and build great local partners,” says Jim Merkel, Rockbridge CEO. “The group we created is distinctly local and deeply collaborative, and that’s what makes Noelle so special.”
The influence of Nashville’s thriving creative community comes to life in Noelle, and it is something that is felt and seen throughout the property. From the beans ground for lattes in Drug Store Coffee, to the clothing hanging on the racks of Keep Shop, to the posters rolling off the presses in Little Prints, on-site print shop, dozens of Nashville-based artists, designers and makers have been tapped to create exclusive products and experiences. “Noelle represents an incredible assemblage of Nashville talents and personalities, celebrating the facets that make the city such a compelling destination for visitors,” says MAKEREADY Chief Operating Officer Christine Magrann. “Our philosophy is to trust our local experts, amplify their efforts with MAKEREADY’s hospitality and operations know-how, and give them the tools and resources to bring fresh perspective that benefits locals as well as visitors.”
The 13-story building comes back to life by way of Nashville-based architects Feltus Hawkins Design, Nick Dryden of Dryden Architecture and Design (DAAD), and creative branding experts Peck & Company, led by Benji Peck. The team has masterfully preserved the historic hotel, first opened in 1930 by the Noels, a prominent Nashville family, while infusing it with renewed energy.
Noelle will feature extensive on-site amenities and engaging social spaces, including a restaurant, Makeready Libations & Liberation; a rooftop bar, Rare Bird; a coffee shop, Drug Store Coffee; a retail store, Keep Shop; and a working print shop, Little Prints. A new tower, complete with a rooftop lounge, expands Noelle’s original footprint, while offering a new downtown vantage point, with views overlooking the Cumberland River and Nissan Stadium.
All 224 guestrooms and suites have king-sized beds, with four 12th floor VIP suites featuring floor-to-ceiling windows with beautiful views of downtown Nashville. There are additional king suites on property, as well as a selection of double-king and adjoining rooms. Saidee Gallery, a ballroom featuring soaring ceilings and the original arched windows, is designed to host elegant gatherings and celebrations, while nearby meeting rooms will offer event and group capabilities. A fitness center with Peloton bikes rounds out the guest amenities.
Thoughtful design details appear from floor to ceiling throughout Noelle, from the restored terrazzo floors, original brass hardware, and soft pink Tennessee granite walls, to fresh touches like geometric Art Deco patterning carved into the wood ceilings in the guest rooms. A signature blue heron character, conceptualized by Peck & Company, is represented throughout the property.
The food and beverage program is anchored by the ground floor restaurant Makeready Libations & Liberation. Led by Executive Chef Dan Herget, the menu features an elevated tavern concept inspired by the original shift workers who spent their days toiling in Printers Alley, located just outside the restaurant. Elsewhere, classic cocktails and conversation co-mingle in the chic lobby bar, Trade Room, while the rooftop lounge, Rare Bird, features signature seasonal cocktails and fresh bites. Just off the lobby, Drug Store Coffee will be operated in collaboration with Andy Mumma of the popular Nashville coffee company, Barista Parlor. In-room dining will offer selections from the menu at Makeready Libations & Liberation.
Nashville artist Bryce McCloud oversees Noelle’s art programming, which includes custom-made interactive pieces designed by McCloud and executed by the team at his local studio, Isle of Printing. Guest corridors feature the work of a rotating schedule of local visual artists curated by McCloud. Perhaps most notably, the reverence for Noelle’s Printers Alley location plays out in Little Prints, McCloud’s on-property experiential art space and shop, which includes a working vintage printing press — effectively bringing printing back to Printers Alley.
For Keep Shop, local creative consultant Libby Callaway enlisted top Nashville designers, artists, and makers to contribute unique and one-of-a-kind pieces to the 600-square-foot retail space, located on the ground floor. The store will offer new and vintage clothing, accessories, media, and home goods, from local creative partners and national vendors, many of which are exclusive to Noelle. Local wares and clothing designs will also be featured in the rooms and worn by hotel staff.
Designed from the ground up to create truly independent hotel, restaurant, and retail brands with individual points of view, MAKEREADY is a different kind of hotel operator, one that provides an opportunity for travelers to connect to the world around them, city by city and person by person. MAKEREADY is passionate about developing independent experiences that are an essential part of each community, cultivating deep, emotional connections across guests, teams, and local brands to create sustainable value for investors. Find MAKEREADY online at www.makereadyexperience.com or on Instagram or Twitter.
Rockbridge has been investing in and building brands for nearly 20 years. The business has made 220 hotel investments in 38 states worth more than $5 billion in capitalization. Rockbridge has been a prolific investor in the hospitality space and recently, delivered several new independent hotels similar to Noelle. These properties include Cliff House (Cape Neddick, ME), The Lay Low (Waikiki, HI), The Adolphus (Dallas, TX), and soon to open, The Alida (Savannah,GA), Eliza Jane (New Orleans, LA) and Charter (Seattle, WA) to name a few. Rockbridge’s core strength comes from its collaborative team, innovative thinking, relentless curiosity, and focus on its culture. These attributes are among a strong set that have positioned Rockbridge as a leading investor and partner in the hospitality business. Learn more about Rockbridge at www.rockbridgecapital.com.