A mid-size independent hotel that has been historically dependent on group sales business, due to its ideal location less than a mile from the city convention center, was forced to re-think its strategy when the pandemic created rapidly shrinking occupancy levels. The hotel sits in a highly competitive downtown market represented primarily by branded hotels and a combination of smaller limited service and upscale hotels. It consistently ranked 7/7 in occupancy and 4/7 in ADR, had very little corporate account production, and almost no transient leisure business. With group business drying up, the hotel had to find new business and put occupancy on the books fast. To complicate the situation, the competitive set attempted to drive demand by lowering rates. The hotel turned to PTG Consulting for help.