New Hotel Proposed in Discovery Springs

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Cameron Bren
Intercontinental Hotel Group has proposed a 95-room Avid Hotel at 2350 Deming Way. The Middleton Plan Commission asked for some revisions to the plan before it meet’s the commission’s approval.

MIDDLETON–Intercontinental Hotels Group, which owns Holiday Inn, is proposing a 95 room mid-tier hotel at 2350 Deming Way. Developer for the project Luke Stauffacher says despite the 10 hotels already in the area there is an underserved demand for affordable, clean rooms. The developer was looking for feedback from the plan commission which gave positive sentiments but also suggested a few changes.  

Architect for the project from the Knothe & Bruce firm’s Greg Held and Stauffacher introduced the proposal to the plan commission and explained the concept behind Intercontinental’s new brand, Avid Hotels.

Stauffacher said the idea is to target people looking for a clean room with minimal amenities and a lower price than premium hotels. He said over the last 15 years the gap between cheaper hotels and luxury hotels has grown further apart.

He said that brands which started out as mid-tier added more and more amenities overtime until there were few mid-tier hotels around.

“What this created was this gap between upper midscale and the economy,” Stauffacher said. 

Stauffacher also noted Hilton introduced a similar design called True which was the fastest growing brand in the market until IHG’s Avid was introduced. 

Plans for the building would be minimal with no pool, a small fitness room and only grab-and-go breakfast items. The design focuses on density and efficiency, Stauffacher said. 

The tighter design calls for less parking than what is required under the city’s parking ordinance, Stauffacher added. One space per lodging room plus one additional space for every eight units is required for hotels in the city which would result in about 107 parking stalls though the proposal includes about 100. 

He explained the transportation trend in the hotel industry has moved towards ride-shares like Uber and Lyft.

Held said they are also talking with Livesy Development to lease additional parking on land adjacent to the site.

“The last couple years the occupancy has been high but the parking at the hotels has been less,” Stauffacher said. “I think demographically or economically driven there has been a lot less cars in the parking lot since 1995.”

Plan commission members said they would be fine with less parking on site and an overflow lot if the site could add green space. Plan commission member David Reed pointed out the site drawings make it appear as a sea of asphalt. 

Held said he would check with IHG to see what they recommend but said Reed’s suggestion would probably be workable.

Commission member Jennifer Murray asked what measures would be done to mitigate flooding. Stauffacher said the building would not have a basement which would make it more resilient. 

Kurt Paulsen, plan commission member asked about the storm water management plan. Held said he understood that would be part of the overall development. City planning director Eileen Kelley said something would likely need to be done on site and the applicant should confer with engineering staff.

Plan commission member Wayne Pferdehirt asked if there would be electric car charging stations. Stauffacher said he has installed charging stations at four other hotels he’s developed and would do so at this one. 

Paulsen asked if the building could be rotated to fit more parking stalls. Stauffacher said the design is intentionally arranged to emphasize the corner. 

Paulsen said he approved of the project in general, adding it could be a great place for a BCyclesStation.  

Paulsen also asked Stauffacher if he is considering a TIF request. Stauffacher said they have not thought that far ahead. When asked the estimated value of the building, Stauffacher said about $10 million.

Mayor Gurdip Brar said he felt the developer and architect should have enough information from the plan commission to bring back a more detailed proposal when they are ready. No formal action was taken on the matter.

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