On September 7, 2017, Loft Reverie was featured in the Louisville Business Journal.
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INSIDE LOOK: Check out the downtown Louisville hotel you've probably never heard of
By Marty Finley
"A 17-unit loft hotel at Eighth and Market streets in downtown Louisville has been operating behind-the-scenes for some time, but the concept is now going public.
Sarah Morris McCauley, a Louisville native and former professional pilot, has been quietly assembling and renovating condos on the top two floors of the Snead Building — known locally as the Glassworks Building — for the past few years.
Earlier this week, the Loft Reverie threw open the doors of the hotel and gave us a formal tour. McCauley said the hotel has been purposely flying below the radar to avoid growing at an unsustainable rate.
Each of the lofts strike a balance between modern and eclectic colors and furnishings and industrial elements of the former manufacturing facility through its raw walls and original tall ceilings.
The lofts range in size from 900 square feet to 2,800 square feet and are equipped with oversized modular tables and couches that can be reassembled into smaller configurations depending on the use of the space and the size of the party.
Electronic beds with memory foam cushioning roll out of cabinetry set up throughout the lofts, and each unit is equipped with fully furnished kitchens and stocked bathrooms. The larger lofts are outfitted with multiple bathrooms.
Other features inside the units include high-definition televisions, wireless internet, stocked closets with hangers, ironing boards and extra bedding and laundry room access.
While the hotel can accommodate smaller groups, the size of the lofts and number of beds per loft lend themselves to large parties in town for the Kentucky Derby, Thunder over Louisville and other special occasions.
The smallest loft can hold up to six beds and 12 people while the palatial loft (McCauley calls the rooms tiers) can sleep more than 40 people.
"You get luxury without going broke," said Emily Karl, hospitality specialist and brand ambassador for the hotel.
Rates vary based on the number of people and time of week, but the smallest loft can be rented for around $134 per night for a party of two or less and rates increase from there.
For instance, the palatial loft starts out at more than $450 a night for a party of two or less and increases in price to more than $2,000 a night at maximum capacity, according to rates listed on the company's website
McCauley said the concept started when she moved into one of the lofts as a live-and-work space and dreamt up the idea of starting an event venue with a commercial kitchen. As she leased more lofts, she rented them back out until the point she realized a small hotel may be a better option.
A few years ago, she made the move to purchase the top two floors of the building to pursue the hotel as a full-time business venture.
Karl said Loft Reverie stands out in Louisville for its great views of the Ohio River and city's skyline but also for McCauley's hands-on nature and insistence on great customer service.
"There's a lot of love and passion around here," she said.
Karl said they want to take care of everyone's needs ahead of time and even offer grocery service for an additional fee. Loft Reverie has partnered with ValuMarket on the service, with guests filling out a form indicating what grocery items they want stocked in their loft upon their arrival.
McCauley has about 11 people on staff but said she plans to add another five or 10 employees in the next year as the hotel prepares to take over operations of The Foundry at Glassworks on the second floor of the building. The event space has been operated by Fleur de Lis Events & Design, which will be focusing more of its efforts on The Gramercy event venue.
McCauley said the events space may eventually be remodeled and rebranded under the Loft Reverie banner. She also plans to add a dining, bar and coffee shop component on the first floor of the building.
Total investment costs for Loft Reverie were not immediately available, but it is not insignificant as the beds alone cost several thousand dollars a piece. Karl said they have not skimped on the furnishings because they want to create a great experience that makes guests feel like they are at home rather than in a hotel room.
The Loft Reverie also is considering partnerships with local attractions on larger guest packages for visiting groups, with Karl saying they already work closely with local restaurants, bars and tourist attractions."