Congratulations to the Virgin Hotel Chicago, for actually starting to exist.
For more than two years now, we’ve chronicled the transformation of the former Dearborn Bank Building at 203 North Wabash Avenue into the world’s first Virgin Hotel. The first reservations are being taken for January 15th, 2015, though we’ve been told that the hotel will be open in December, so perhaps it’s already welcoming visitors?
So, why the congratulations? Because the city has just issued a business license to “VIRGIN HOTELS CHICAGO LLC,” which means the hotel is officially “a thing.”
And it looks like it will be quite a good thing, based on the promotional video above. It appears that Mr. Branson is trying to put the “hospitality” back into the hospitality industry. Sadly, most hotels in downtown Chicago choose to follow the airline industry as a business model. Perhaps Virgin will show them a different way.