Challenge 

The 19-story Beaux-Arts David Whitney Building, built in 1915, sat vacant for over a decade until The Roxbury Group acquired it in 2011. After a $94 million renovation, it reopened in 2014 as a mixed-use development featuring the Aloft Hotel, apartments, and retail. Despite initial skepticism in Detroit about the ambitious restoration, the launch bolstered Roxbury’s reputation as a leading historic preservation firm. In 2024, the building was rebranded as Hotel David Whitney—now part of Marriott’s Autograph Collection—with upgraded rooms, Presley’s Kitchen, and a polished historic aesthetic. The relaunch positioned it as both an elite hotel and a signature piece of Detroit’s architectural legacy.

Strategy 

VVK and VVK team members led a detailed public relations and creative strategy, that lasted more than 13 years, to engage media and the public through every phase of the David Whitney project, from pre-construction through the latest physical and brand updates. To accomplish this, we crafted brand messaging that honored the David Whitney Building’s historic significance while positioning it as a sophisticated, modern luxury destination. Our integrated media relations strategy included managing press outreach, interviews, and curated hard hat tours for over 300 media, influencers, and civic leaders throughout both renovation phases.

We designed and executed immersive grand opening events—first in 2014 with a “Flip the Switch” lighting ceremony attended by descendants of David Whitney, and again in 2024 for the Autograph Collection launch, featuring curated moments like a historic art gallery tour and Library Bar reveal. Our creative content team produced striking visual assets and designed branded materials, including press kits, signage, and digital invites. Social campaigns brought the building’s transformation to life, spotlighting architectural detail, historical trivia, and exclusive behind-the-scenes renovation footage.

Results 

VVK PR + Creative’s integrated communications strategy helped transform the David Whitney Building from a forgotten landmark into a nationally recognized symbol of Detroit’s renaissance. Through strategic storytelling, immersive events, and national media engagement, VVK elevated the building’s profile and helped drive its successful reintroduction as a luxury destination.

Media Coverage

• Over 75 media placements across local, regional, and national outlets.

• • Detroit Free Press: Front-page business feature
  • The Detroit News: Announcement of Autograph Collection transition
  • USA TODAY: Syndicated hotel industry coverage
  • Forbes Travel Guide: Highlighted in Detroit luxury hotel roundup
  • Architectural Digest (online): Mentioned in historic hotel renovations
  • Hospitality Design: Coverage of interior design and branding
  • Hotel Business: Industry feature on Marriott’s expansion
  • Urbanize Detroit
  • HistoricDetroit.org

• Estimated reach: Over 15 million impressions across digital and print.

Public Engagement

Hard hat tours and grand openings reached capacity attendance.

Social media campaigns generated:

• 5,000+ engagements
• 3,000+ video views
• High user-generated content using #HotelDavidWhitney and #DetroitRevival