The view from the former Hyatt Regency St. Louis Riverfront is significant. It’s so significant, in fact, the hotel has changed its name to reflect that view. It’s now the Hyatt Regency St. Louis at the Arch.

“Other hotels have a view of a section of the arch, but we have the whole thing,” explains Wedding Specialist Navonna Morrison. “Some brides couldn’t care less about the view, but others really want it. If she really wants it, once I get her up there to see the view, I’ve got her.”

“Up there” is the eighteenth-floor Gateway Ballroom and Terrace, the centerpiece of the property’s recently completed $63 million renovation. The ballroom is built over the former indoor pool, with a striking outdoor terrace. And in a chic design turn, the former outdoor pool covered with Plexiglas becomes an under-lit dance floor framed by the arch.

The ballroom, at approximately 3,000 square feet, accommodates 150 guests when the outdoor dance space is used (120 for indoor-only events). The setting has already inspired couples to hold their ceremonies outside at sunset, and several more outdoor ceremonies are on the books.

To go along with the hotel’s new name and fresh look, Executive Chef Michael Barber has introduced new wedding menus. The property also features Hyatt’s brand-wide initiative, the Personal Preference Dining program, offering restaurant-style banquet service where guests can select their main courses from a menu.

Despite the best-laid catering programs, however, rarely does someone’s special day come pre-packaged. “We customize everything during tastings,” says Barber. “Our focus is on an exceptional service experience.”

Chef Barber appreciates the charm of the space and how it frames his kitchen’s creations. “We do receptions outside with stations where you get sunlight and a view of the arch. We really distinguish ourselves with the view and the space. You don’t get lost. It’s not next to a huge convention center or a wedding factory, so it has a personalized feeling to it.”

The renovation has transformed the entire property and created new dining options: a Ruth’s Chris steakhouse, the casual Red Kitchen & Bar, the historic Brewhouse sports pub, and a Starbucks. Elevators are being rebuilt to smoothly shuttle guests back and forth from the 18th floor ballroom without delay.

A renovated junior suite serves as the bridal suite. “I’ll reserve the two adjoining rooms to create a three-room suite for the whole wedding party,” Morrison says. “On the night of the wedding, we’ll reserve a comp suite as well, and they almost always request an arch-view room.”

The renovation has inspired recognition by online wedding powerhouse TheKnot.com for “Best of Weddings 2010 for Kansas and Missouri.”

“I think the renovation elements are incredibly important,” says Morrison. “I was struggling a year ago. [Potential clients] couldn’t see it. But now that they can see it, it sells itself. They want nice restaurants, a gym, a cup of Starbucks coffee. Especially for big, out-of-town weddings, the complete hotel package is very important. We’re within walking distance of so many things here, guests don’t even need a car.”

How is the property team measuring the effects of the changes on wedding business? “I know we had six weddings on the books this time last year, and we’ve got 24 now, so it’s a huge increase,” Morrison says.

Amanda Aylward is reintroducing the property to the wedding market in her role as marketing manager. “The first key item was the photo shoot,” she says. “Once we had really great photos, we started placing ads. We probably have six ads in various media: The-Knot.com, local bridal publications, and local and national wedding web sites. In the fall, we invited 30 to 40 wedding consultants to show off the new space, and that was a great event.” The hotel hosted its own wedding show in February and will also be sending staff to a number of other wedding shows.

It’s worth noting that the property’s name change is made, in part, with an eye toward attracting online searchers interested in the Gateway Arch. “A bride looks online, sees the view from the ballroom, and does whatever she can to get her wedding in that space,” Morrison says. “It’s a powerful attractor and motivator.”

John Paul Boukis helped develop the American Hotel & Lodging Association’s publishing division and is a founding editor of HOTEL F&B. He is based in Tampa, Florida.

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