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The Flats at Front and Union
& SMQ Consult

Launching Luxury Boutique Hotel The Flats at Front and Union in Traverse City

Modern boutique hotel exterior signage featuring Front + Union logo with architectural building icon and The Flats branding in navy blue and red color scheme mounted on white building with decorative street lamp and green foliage - luxury boutique hotel Traverse City Michigan case study showcasing SMQ Consulting brand launch strategy, website SEO development, Google Search campaigns, luxury market positioning, historic building renovation marketing, affluent traveler targeting, and sustainable hospitality marketing foundation for competitive Traverse City accommodation market success

Key Results

Successful brand launch and establishment in competitive Traverse City, MI market

Strong booking performance during critical initial operating years

Enhanced search visibility for luxury and boutique travel searches

Built sustainable foundation for ongoing hospitality marketing success

About The Flats at Front and Union

The Flats at Front + Union offers boutique hotel-style luxury accommodations in the heart of Traverse City, Michigan. With modern flats available for rent, this downtown lodging provides a unique and stylish alternative to traditional hotels. Ideal for both short and long stays, The Flats offer a range of amenities designed for travelers seeking comfort and convenience in the vibrant downtown area.

The Challenge

The Flats at Front and Union, a newly renovated boutique hotel in historic Traverse City, needed to establish brand recognition and drive bookings in a competitive luxury travel market. As a new property, they needed to build trust and awareness while competing against established hospitality brands.

Our Approach

1. Comprehensive Brand Launch Strategy
  • Initial website SEO development establishing search visibility for boutique Traverse City accommodations
  • Google Search campaigns targeting high-intent travelers seeking luxury and boutique experiences
  • Multi-year digital advertising support through crucial initial operating years
2. Luxury Market Positioning
  • Developed campaigns emphasizing historic building renovation and unique luxury positioning
  • Targeted affluent travelers seeking distinctive accommodation experiences
  • Created messaging that highlighted both luxury amenities and historic character

What Made This Work?

Luxury hospitality marketing requires building trust and desire simultaneously. By emphasizing both the historic character and modern luxury, we created a unique positioning that attracted travelers seeking distinctive experiences rather than commodity accommodations.

Reviews of
SMQ Consulting

"Thanks to Steve, we have been successfully and cost-efficiently developing and implementing our digital marketing strategy for many world-acclaimed dance and theatre shows and tours produced and presented by Show One Productions. Strongly recommended, and I know that he always has time and passion for all of his Clients."
Natasha AbramovaAssociate Producer,
Show One Productions
"Steve was great to work with at Teatro ZinZanni. He provided detailed analysis of our digital presence, and managed our digital advertising like a pro! Steve had a substantial impact on our ticket sales. He is super detail oriented and is able to communicate his strategies clearly and effectively. Highly recommend him!"
Kerry SheehanGeneral Manager/Producer,
Teatro ZinZanni Chicago
"Working with Steve was an absolute pleasure. He was efficient, communicative, and delivered results. We had dynamically changing needs leading up to a concert tour, and Steve handled all the changes with expertise and professionalism. Would highly recommend him to other arts organizations!"
Alex OlsavskyExecutive Director,
Fifth House Ensemble
"Steve was instrumental in building our social media and digital advertising department from the ground up. He is self-motivated, hard-working and an honest, straightforward guy. He is great with clients and colleagues alike. I give Steve my highest recommendation."
Carol FoxPresident, CF&A
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Dale CookCEO, Learn to Live
"I have no idea what Steve did, and even if he told me I wouldn’t understand. All I know is that my digital media feeds started blowing up in ways I’d never seen before, and our launch was a huge success."
Taylor MaliPoet & Educator

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