Esther White, General Manager, The Union Station Nashville Yards

Esther White, general manager of The Union Station Nashville Yards, spoke with Invest: about the hotel’s rich history and unique appeal within the hospitality sector in Nashville. “When someone walks into our hotel, there is a presence. It’s like stepping back in time. We get to lean into the history and help create stories. Other hotels don’t have that history.”

What have been the key recent highlights for the hotel, and what are your immediate priorities for the future?

For the past year, my focus has been to get to know the property and structure of the team, then focus on immediate impact needs. We recently celebrated the hotel’s 125th birthday. We’ve been celebrating all year long, and had a big birthday bash at the hotel on the hotel’s birthday, October 9th. The Union Station is a staple in Nashville, and we wanted to ensure the celebration in October highlighted the history and uniqueness of The Union Station. We will celebrate the past and showcase how special the property is. 

What new amenities, projects, and initiatives has the hotel introduced to cater to changing guest needs? 

We rebranded our lobby bar, giving it a brand that coincides with and fills in a missing component. It’s called the Bar Car, as this used to be a train station. We’re getting our logo put up on the wall, a logo that reflects the history of the area with signature elements — a train with a martini glass inside it. Any aesthetics that go into the lobby will fit in like it always belonged. We host a nightly Conductor’s Hour that celebrates the history of the building, with a happy hour and live music. At the end of April, we are opening our whiskey tasting room, a very intimate space for whiskey tastings, private cocktail mixing classes, and a small intimate gathering space. We want to celebrate the whiskey room and our partnership with Nashville Barrel Company which donated the barrel staves we use to decorate the space. We also just opened two new event spaces outside the hotel under the Broadway Bridge. The Trestle is a new open-air event venue at track level that celebrates the heritage of The Union Station while also connecting Nashville’s energy today. It is versatile for concerts, weddings, and private events. The Alligator Bar is Nashville’s spirited social watering hole beneath the Broadway Bridge, adjacent to The Union Station Hotel. It is intended to celebrate Nashville’s past with a playful nod to the two alligator pools (1900–1919) once found at Union Station’s track level. It’s a pocket-sized portal to a good time where history, courtside energy, and vibrant drinks meet in a one-of-a-kind setting.

How does The Union Station Nashville Yards differentiate itself from other hotels in the region?

We have a leg up because when someone walks into our hotel, there is a presence. It’s like stepping back in time. There is a “wow factor” to our building. The great thing about The Union Station is that we have such a beautiful property and everybody here truly loves being an ambassador for the hotel. It comes down to the Autograph Collection as a brand, too. They want people to be storytellers and provide great service. Part of that is hearing the story of the people in the building. We get to lean into the history and help create stories. Other hotels don’t have that history. Some of the people who have been impacted by Union Station came back here recently for a wedding; their ancestors and family members helped build and work at the hotel. Our building is part of their history, and we get to be the ambassadors of their history. 

Where is the hospitality sector right now in the region, and what are some of the biggest challenges and opportunities for the industry?  

A lot of what is happening politically in the country is impacting our industry, which will eventually come back around. Our hotel is not as impacted with contract cancellations we’re seeing due to government agencies canceling contracts. Some of my peers are getting their contracts canceled. We are in a time period where there’s a lot happening and we need to ensure we can lean into it. Our property hasn’t been impacted yet, but that doesn’t mean it won’t be impacted in the future. 

Another problem that comes into play is if business goes away from our competitors, then we will become successful and become a target. Sometimes that’s good for other businesses, but that could hurt us in the long run. It’s about understanding the trickle-down effect that’s happening and ensuring we are facing it head on. 

What is your assessment of the local labor market for hospitality professionals in the region?

For hospitality as a whole, a lot has trickled down since COVID. We are starting to feel recovered from it, and we’re just now starting to get our feet underneath us to build a baseline again. Many people, especially in the food and beverage sector, found other avenues of work and didn’t come back to hospitality. In the United States, we are a tip-based culture. We are competing with international cultures that are not tip-based. Cost of living comes into play, and people at the heart of hotels and restaurants are the people who work the hardest and we have to understand that. One of our contract labor companies is closing their business. We need to find new contract labor and ensure that those employed for us through that company can get reestablished here. It’s hard to find people who want to continue to do this work at current pay rates. 

What role does technology play in enhancing guest experiences, and how has the property incorporated it into its operations?

Technology will always be ever changing, but every day there will be a person here to make sure our customers are taken care of. At Union Station, technology won’t replace certain positions but will enhance them. Marriott is doing a lot with access from mobile devices, such as having mobile devices as door keys, although we still have physical keys at the front desk. There is also a lot more communication and interaction through online chats with our guests. Many of the questions are the same questions they would have at check-in, but they can ask those questions online from their devices. People will always ask about the best place for dinner, where they can find live music, and family-friendly events in the area. The forum for interaction has changed, but the conversation remains the same. 

What opportunities do you see for growth in Nashville’s hospitality market, and what is Union Station’s role in that vision over the next two to three years?

We are blessed to be part of the Nashville Yards. With the expansion of the Yards project and the Pinnacle Theatre that just opened, we’ve been able to see that partnership with the Yards expand. To be able to be a part of it is very exciting. As the Yards expands, there will be pickleball courts, an urban garden, additional dining options, and event spaces. Guests on our first floor will be able to walk out onto the patios from their rooms, straight through the Yards area, and walk to the Pinnacle and shops as they open. They can walk out of the third level at our lobby to get to Bridgestone Arena and other amenities on Broadway. We’re excited about all of the development happening in Nashville, and we’re in the best place for it. With the expansion of the Yards project, you can walk right underneath Broadway to the green space. There’s more dining and entertainment coming to the Pinnacle Theatre. There will be many more activities and events in the space, and we’ll be a part of it.