Electric vehicle partnership The Merrill Hotel has engaged in a city-supported EV charging initiative through a partnership with Muscatine Power & Water, improving access and visibility for guests and local users. This presents an opportunity to upsell EV charging packages, add-on parking/shuttle services, and co-branded sustainability campaigns for events.

IACC certified niche As the only IACC certified hotel in Iowa with 12,700+ square feet of flexible event space, The Merrill appeals to conference and creative events. This creates a sales path for premium meeting packages, exclusive venue tours, and corporate retreat solutions targeting mid-to-large groups.

Local, sustainable cuisine Executive Chef Tessa Crookshanks emphasizes fresh, local, and sustainable fare, aligning with culinary-focused events and brand partnerships. There is potential to offer farm-to-table menus for corporate events, wine/dine experiences, and local supplier collaborations that enhance guest experiences.

Boutique luxury appeal Positioned as a 4 Diamond boutique hotel with riverfront views and curated art, The Merrill targets upscale travelers and niche groups. A sales angle exists for luxury packages, anniversary or wedding blocks, artist-led experiences, and partner referrals with high-end travel networks.

Strong recognition footprint Past national recognition and Tripadvisor awards boost credibility for sales outreach. Leverage awards in proposals, pursue partnerships with national tour operators, and target event planners seeking validated, quality venues for riverfront destinations.