As a part of its strategy to target leisure, drive-to destinations with high barriers to entry, Wright identified a weakly marketed property, formerly known as the Hotel North Woods, and moved early in the marketing process to secure the asset. In terms of brand representation, the Lake Placid market is underserved, and Wright saw an opportunity to affiliate with a best-in-class Marriott brand through its Tribute Portfolio of hotels. The property was associated with a weaker soft branding option (the Ascend Collection by Choice). Wright was able to negotiate an extension of the Ascend Collection affiliation while completing the plans for the Tribute Portfolio conversion. Utilizing a design aesthetic inspired by the Adirondack region, the property is scheduled to re-open as the Grand Adirondack Hotel in the Summer of 2022 after a fully comprehensive renovation, leaving no portion of the real estate untouched. Situated in the heart of Main Street with the only rooftop bar in Lake Placid and featuring a complete F&B program that spotlights locally sourced and farm-procured ingredients, the Grand Adirondack Hotel will be the marquee asset in the market.