In October 2014, RLHC launched Hotel RL, its new full-service conversion brand targeted for the top 80 U.S. urban markets. Inspired by the spirit of the Pacific Northwest and designed for consumers with a millennial mindset, Hotel RL is centered on the concept that a hotel should be a town square where visitors and locals meet to collaborate. The focal-point of the open pavilion-style lobby is The Steps, a new gathering and seating concept where guests can enjoy an espresso and complimentary Wi-Fi in the mornings or a signature cocktail in the evenings, and The Living Stage, an events platform to host and broadcast entertainment and TED-style talks. Signature elements of the Hotel RL brand include distinctive coffee service in the lobbies, centered upon the notion of enticing guests out of their rooms and into a Pacific Northwest coffee house setting. The guest rooms are designed with comfortable soft seating and hard work surfaces throughout, with wood floors, retain-inspired changing areas and large flat-screen TVs.