STAUNTON, Va. — The former Stonewall Jackson Hotel has a new name.
It will now be called Hotel 24 South, a Virginia Destination and Conference Center, according to a release.
The ownership group recently decided to rename and rebrand the hotel, located at 24 S. Market St. in downtown Staunton, reports the Staunton News Leader, which is a part of the USA TODAY Network.
“The hotel’s ownership selected a name which reflects a new generation of excellence and respects our community, our guests and our history while being forward looking and all-inclusive,” said Damon Strickland, hotel general manager. “We have a new name, but what has not changed is our commitment to service, guest satisfaction and our respect for the Staunton and greater Shenandoah Valley community."
Protests against the name started in early June. That's when the hotel released a statement saying they were going to change the name of hotel and move away from the Stonewall Jackson Hotel and Conference Center.
Excerpt:
"... Upon reflection, the owners recently decided that retaining the hotel's historical name may no longer be appropriate. They believe it is important to consider the decisions of the past, but move forward in a positive and enlightened way to create a welcoming atmosphere for everyone. ...
"The decision has been made to thoughtfully and appropriately update the name of the property. The intent is to be respectful of the Shenandoah Valley's rich history while honoring all of its citizens and leaders."
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The lettering of the Confederate general's name on the hotel and conference center was removed in late-July.
In early August, the lettering of the Stonewall Jackson Hotel and Conference Center was removed from the building. Crestline Hotels & Resorts is the hotel's management group. Stonewall Jackson Hotel is one of many hotels they manage nationwide. The hotel's ownership group is Staunton Hotel, LLC.
The removal of the neon sign that reads, "Stonewall Jackson Hotel" began last week. There is no plan to replace the neon sign, according to Gayle B. MacIntyre with Global Ink Communications, who are representing the hotel. The hotel would also not disclose the costs of the name and brand change.
"Since the hotel reopened in 2005, the ownership has remained deeply committed to retaining the historic nature of the hotel, spending millions of dollars to preserve its beautiful ballrooms, and historic organ and ensuring that the hotel was refurbished to its landmark status," the release said. "The commitment to the engrained history remains a top priority to the community."
The hotel, which was built in 1924, was significantly remodeled in 2005 to the tune of $19.3 million. The hotel underwent a $2 million renovation again in 2017. In 2020, the property was valued at just over $6 million.
The hotel was designed by H.L. Stevens and Co., a New York architectural firm that designed many upscale hotels at that time. The design described two-story arched windows and a grand lobby "reminiscent of a palace."
The building has elements and design taken from Colonial and Federal Revival styles, with the idea as a re-interpretation of classical architecture.
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You can reach reporter Laura Peters at lpeters@newsleader.com. Follow her @peterslaura.
Contributing: Monique Calello
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