Success in the Midwest

Heart of America Group defines the difference between spreading yourself too thinly and expanding successfully

This year, Heart of America Group (HOA) is celebrating 45 years of operational success and exponential growth. The company humbly began with a 100-seat restaurant on the outskirts of Davenport, Iowa, but today plays host to a powerful portfolio of owned and operated, award-winning hotels, restaurants and commercial properties across the Midwest. In perusing its extensive offerings, it’s fair to say that Mike Whalen, President and CEO, has successfully executed his vision: to build cool.

As a result, HOA’s building segment has organically evolved into an award-winning design, construction and management business, as one of the region’s premium hospitality and real estate development companies. Through its broad internal team, the organization is able to lead all aspects and phases of construction. In terms of design, this includes site planning, evaluation and selection, feasibility studies, conceptual and schematic design, environmental graphics, franchise design verification and much more. When it comes to the actual construction, HOA builds on the knowledge and passion of its inhouse engineering and architectural teams, by drawing on its wealth of knowledge and four decades of experience.

From planning through to construction, the company strictly adheres to its green strategy. All of its developments employ hybrid HVAC systems, with efficiency components such as geothermal, solar thermal, heat pumps, heat sharing, energy recovery ventilation systems, electrochromic smart glass, green roofs and real-time equipment monitoring. The majority of its properties also feature electric vehicle charging stations.

The Machine Shed, in Davenport, was the first restaurant that HOA opened in 1978. It conceptualizes a farm-to-table notion that celebrates American farmers. In embracing this theme, the franchise relies on local supply chains to find the highest quality produce from nearby providers, which is butchered daily inhouse to retain the utmost freshness. The main dinner menu is generally meat focused and includes a range of smoked-on-site dishes, but offers a collection of comforting homemade favorites and a number of salads too. In paying homage to this success story, the company also opened the Burger Shed in Iowa.

The other franchises within HOA’s portfolio are Thunder Bay Grille, which specializes in steaks, seafood and Cajun style dishes, Gramma’s Kitchen for comfort food, Johnny’s Italian Steakhouse, and The Checkered Flag Bar and Grille. There are three bars in its portfolio too; Fifth Avenue Syndicate is a 1920s-themed cocktail bar located in The Axis Hotel in Moline, Illinois, and The Republic on Grand is a 6th floor hotel lounge in downtown Des Moines that offers cocktails, craft beer and global plates. Finally there is J bar, in Davenport, which offers an upmarket selection of modern American cuisine, wines, cocktails and beer.

A shared theme for all of HOA’s food and drink offerings is that, as a customer, you are always treated as a friend. The group is famed for excellent staff retention, which allows for the kind of consistency that keeps clients returning again and again. This isn’t overlooked by the employees, as the culture is synonymous with excellent customer service. It’s commonplace for visitors to be remembered and known by name. Going forwards, the business is planning on expanding into further restaurant franchising to grow these successful groups.

The final piece of the HOA puzzle, is the slice of the hotel market that it has successfully served itself. As Scott Math, Brand Leader at IHG Properties has said: “HOA’s hotels are designed to inspire, connect and delight our guests. Our boutique style hotels, regardless of global branding, are built on a foundation of service and excellence. In a world of mass-produced lodging choices, HOA focuses on pushing the envelope in design and hospitality by delivering awardwinning accommodations for guests, and the communities that we call home.”

There is a variety of brands among the hotels, to suit clients travelling for both business and pleasure. In a bid to exceed its competitors, the company strives to offer its customers more in terms of design and amenities, and prides itself on having spacious and relaxing bedrooms. Within the upper end of its offerings, there is a small range of boutique brands. The Rewind Hotel in Moline, Illinois, adopts a touch of the 1960s and 70s, whereas the theme of The Axis Hotel plays on the ornate details of its walls that have survived since the 1920s. Across in Des Moines, HOA operates the area’s only four star hotel, Hotel Renovo. Additionally, Hotel Revel celebrates the heritage and fun of the heartland that is Iowa.

One thing that’s certain, is that as the HOA team grows the business and expands its footprint across the region, it leaves a trail of good times, excellent service and home-from-home comforts. It truly is the giant of the Midwest’s hospitality industry. ■ www.heartofamericagroup.com