Inn of the White Salmon, White Salmon

We met owners Flo and Nicole just as they were purchasing the historic hotel in downtown White Salmon, Washington. After decades of managing the Inn, they were eager to refresh it to better reflect guests’ desires and the vibrant White Salmon community. Their top priorities included evaluating the hotel’s name and updating the dated branding and website experience.

Though more modern names were considered, we ultimately determined that changing the name would undermine the brand recognition built over many years and risk their hard-earned equity online. Instead, we focused on updating the Inn’s look, feel, and voice. The result is branding that reflects the guest experience—it feels warm and down-to-earth, yet fresh and rooted in something established and real. We continue to manage the website and general marketing for Flo and Nicole, and have been pleased to see the exponential increase in bookings each year.