The lobby of The Laurel Hotel makes Madison Eades happy.
As regional general manager of the Danville Hotel Collection — comprising The Bee Hotel, The Holbrook Hotel and The Laurel Hotel — she spends time at all three historic properties.
In The Laurel’s lobby, the artwork, fabrics and textures have patterns that hearken back to the era of textiles, something forever woven into the history of Danville.
With the most recent renovation, another relic of the past that had been desolate for decades not only has a new life in a growing part of the city, but it also enshrines the past.
Built in 1903 as the executive offices of Dan River Mills, it’s now a 36-room boutique hotel overlooking Caesars Virginia resort in the former Schoolfield Village.
The name itself is a throwback to the laurel emblem that was featured in the logo for Dan River Mills, once a sprawling textile giant that operated from 1882 to 2006.
Although there are still finishing touches — points on a minor punch list — Danville’s newest hotel opened Feb. 12, already drawing guests for an experience to walk through the halls of time.
“They love it,” Eades told the Register & Bee in an interview last week.
People have been coming through the front doors — which are original to the building — expressing joy that what could have been considered an eyesore is now another destination in the “Comeback City,” a coined term of Danville’s resurgence after the downfall of tobacco and textiles.
“They might have experiences from working here or their family members worked here, or they’ve just seen the building sit here vacant for years and years,” Eades explained of the reaction so far.
“So seeing new life breathed into this area, I think, is super encouraging and exciting for folks,” she said of Schoolfield, once an independent company city.
While now overlooking a new tourism magnet, the office was once fronted by Schoolfield Mill, one of several plants across the city.
“I think preserving the history in Schoolfield Village is super important to everyone involved in the project,” Eades said, seated in the colorful lobby of The Laurel. “The Danville Hotel Collections developers really care about preserving history and encouraging tourism.”
She said all three hotels tell a story.
“And I think it makes a huge impact on the culture of the town,” she explained.
Downtown, The Bee used to be the offices of Danville’s two newspapers, the morning Danville Register and The Bee in the afternoon. The Holbrook was built as medical offices along Main Street in Danville in the 1905s.
Eades said preserving “little corners” of the city tells a story and makes Danville “super unique.”
The Laurel has original brick and stone work, exposed beams, and doors that used to lead into offices of high-power executives controlling operations employing thousands in the region.
“It makes Danville a very interesting tourism destination if they come here and see all of this history preserved,” she said.
Although next door to Caesars Virginia, the project would have been completed even if the casino hadn’t located there.
The hotel was in the works since The Bee, which opened in 2020.
Walking through history
“I think it’s stunning,” is how Eades describes the project now that it’s finished.
Or nearly finished.
There are still things like artwork and drapes on the way for the 36 rooms featuring 10 different styles.
Many have king-sized beds with large soaking tubs, but some have double queens, adding different options for the needs of guests.
When strolling down the hallway, there are non-functioning doors left in place, a nod to the original offices in the building. In some areas, the interior glass remains, although it now has a privacy film applied.
The third floor was a technical attic space, but now is a host to rooms with exposed original bricks and beams. There’s also the original elevator mechanism on view in its own enclosed room.
There are four rooms that span two floors, creating a loft-style bedroom. Walking in, there’s a living room space and bathroom before a staircase leads to a bedroom that overlooks the space and the casino next door.
Alongside spacious showers with gold finishes, deep modern soaking tubs are a focal point of the bathrooms throughout The Laurel.
The hotel grounds also offer something that goes beyond the historic nature. With the iconic smokestacks — original to Schoolfield Mill — the sunsets hit different there across the expansive landscape.
The guests
“The Danville Hotel Collection is thriving right now,” Eades said.
Danville as a whole is riding a wave of new energy with a revitalized new downtown, the casino that doubles as a concert venue drawing people for more than gambling, and new people moving in as economic development announcements continue to pop up.
“Danville has truly been a different market all the years that I’ve worked in the Danville Hotel Collection,” she said.
During the week, there are business travelers or guests, something that’s grown with Caesars Virginia opening and booking larger conferences.
“We see a lot of that overflow, which is great,” she said, alluding to the on-site hotel at the resort.
The Institute for Advanced Learning and Research also has large gatherings at its campus, which impacts the hotel collection during the week.
On the weekend, it’s along the lines of season with leisure guests coming for the casino, weddings, or family reunions.
And there are those who are just passing through and search for an off-the-beaten-path hotel.
Those people who make Danville a stop on a longer trip are also a favorite part for Eades.
There’s one person who’s been coming to The Bee for about four years on his way to a house he has in the Outer Banks.
“He makes Danville a destination on his vacation,” she explained.
Shared staff
About 10 new people were hired for the new hotel, but there’s a shared staff spread across all three properties.
In all, some 60 people work for the Danville Hotel Collection, and Eades said there’s very little turnover.