Historic appeal Position the Congress Plaza Hotel as a unique historic property in downtown Chicago to attract visitors seeking boutique or novelty stays, leveraging its

Haunted branding Capitalize on media recognition as a haunted hotel to develop themed packages, ghost tours, or nighttime events that attract curious travelers and local enthusiasts.

Capacity constraints With a small staff footprint, propose tailored solutions such as short-stay hospitality tech, guest experience platforms, or outsourced services to improve efficiency and guest satisfaction.

Compliance risk Address past overcrowding and COVID-19 restriction issues by offering occupancy management, event planning, and real-time monitoring tools to ensure regulatory compliance for future bookings.

Mid-market potential Given revenue in a mid-range bracket and proximity to Hyatt and Peninsula competitors, target partnerships or cross-promotional opportunities, upsell corporate stays, meetings, and events with flexible pricing.