As a company, we’ve been growing, changing, and evolving for decades. Last year, we started to wonder: Have we outgrown our name?
Names are tricky, after all. A name is a company’s identity, its calling card, and after years, there’s a certain amount of equity attributable to it. Changing it can feel like a herculean effort. But authenticity and sincerity are core values for us, and we had to admit that our name just didn’t feel like “us” anymore.
“We’ve honed our skills and services over the years, and now we’re on the precipice of branching into new verticals and areas of our industry where we can offer fresh insight,” says Tessa Hansen, our director of marketing. “Our old name, Stoney Creek Hospitality, felt like a favorite old sweater that had become a bit too snug. We wanted a name that truly fit who we are today — and who we’re becoming.”
The Process
The first step? We had to figure out what truly makes us us, as well as identify what sets us apart. We knew we wanted our new name and our refreshed branding to reflect both where we’ve been and where we’re going — something that would hold up 30 years down the road.
“The biggest challenge was finding a name that didn’t just resonate with us, but that also embodied our values and aspirations, like genuine hospitality and a hands-on approach to service,” says Travis Weiderien, chief development officer at Embergrove. “When we finally landed on ‘Embergrove Hospitality,’ we felt like our identity began evolving in real-time, and it felt incredibly right.”
The Significance
The process of choosing the name — going through lists, crossing out names, circling possibilities, laughing about the “no’s” — enabled us to start considering the power of words. Eventually, as we parsed through the options, two words merged together in a way that felt meaningful.
“‘Ember’ brings to mind warmth and that spark of innovation we like to think we bring to the table,” Travis says. “‘Grove’ suggests community, growth, and being rooted, which ties back to our strong Midwest origins and years of industry experience. Together, ‘Embergrove’ captures our essence: We’re warm, authentic, bold — and growing.”
From there, it was an easy decision, and one our team rallied behind. “What really surprised us was how quickly our team aligned with the new direction,” says Katie Wienen, Embergrove’s chief operating officer. “From the start, there was a resounding excitement, which is pretty rare in a process like this.”
The Result
With the new name in place (and a new website and branding, to boot!), we felt a wave of momentum here at Embergrove — and still do.
“Everything feels different now,” Tessa says. “The new name has brought a sense of rejuvenation and excitement that’s hard to put into words. It’s like a breath of fresh air, motivating us to explore new avenues and creative ways to showcase and diversify our services and offerings.”
“The process of embracing Embergrove has brought us closer together as a team, bonding over our new branding and future strategies,” Katie continues. “It has not only redefined our identity but also inspired us to think boldly about what’s next.”
The Vision
The “ember” in our name is deeply symbolic. There are big things in store for Embergrove Hospitality — sparks, if you will, that we’re excited to nurture and grow.
“Looking ahead, we’re focused on expanding our portfolio to help independent hoteliers and industry professionals succeed,” Travis says. “Our goal is to excel as a hotel management company while continuing to offer the customized, hands-on services that our current partners value. As we grow, we aim to remain deeply involved with each of our partners, ensuring that our solutions are as personalized and impactful as ever.”