In 2009, Kahler Slater announced plans to continue building its portfolio in the university hotel segment, significantly stepping up efforts in this unique niche of hospitality design. The announcement comes with the news that the firm has been awarded the contract for conceptual design of a proposed expansion of the Hotel Roanoke and Conference Center, which is affiliated with Virginia Polytechnic Institute and State University (Virginia Tech) and the City of Roanoke. In our work with university-owned hotels, we have found that the unique character of each campus is the defining element of the design created. From school colors, to regional influences, to historic references, the hotel must evoke a true sense of place.