Appleton’s Red Lion Hotel Paper Valley to rebrand as Hilton hotel

Red Lion Hotel Paper Valley in downtown Appleton (WBAY photo)
Red Lion Hotel Paper Valley in downtown Appleton (WBAY photo)(WBAY)
Published: Jul. 21, 2021 at 11:20 AM CDT
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APPLETON, Wis. (WBAY) - A downtown Appleton landmark is undergoing a rebrand.

The Red Lion Hotel Paper Valley will soon be known as the Hilton Appleton Paper Valley.

“After a property refresh, the hotel will open its doors under Hilton’s flagship brand in late 2021,” reads a statement from Hilton Hotels & Resorts and Driftwood Hospitality.

The hotel will be operated by Driftwood Hospitality Management out of Appleton. It will be a Red Lion until the Hilton conversion later this year.

As Action 2 News reported in 2019, the Red Lion Paper Valley Hotel fell behind on room tax payments. Those room taxes have funded a number of high-profile construction projects, including the Fox Cities Exhibition Center.

The exhibition center is attached to the hotel and the city has a contract with the hotel to manage it.

At the time, the manager told Action 2 News the room tax was tied up in legal proceedings after the hotel’s corporate owner, Inner Circle Investments, filed for Chapter 11 bankruptcy.

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