Wyndham Hotel Group is adding six new independent properties to its Trademark soft brand. Launched earlier this year, Trademark Hotel Collection consists of upper-midscale-and-above hotels. With these new locales in Southern California, New York, Florida and North Dakota, the flag expands to nearly 60 locations across four countries.
The six additions to the Trademark roster include:
The Bricks, Los Angeles
This 125,000-sq.-ft. newbuild hotel in downtown LA is owned by hotelier Chul Heay Shin. The space is undergoing a multi-million dollar renovation and will be converted from an office building to a six-story hotel showcasing an up-lit exterior. The hotel’s 200 guest rooms will feature angular design elements, structured bedding and seating, rounded light fixtures and a signature red-brick wall. Slated to debut late next year, the hotel will also include a street-level restaurant, rooftop bar, pool, fitness center and 10,000 sq. ft. of meeting space.
Hotel at the Lafayette, Buffalo, New York
Built in 1904 and designed by America’s first female architect Louise Blanchard Bethune, this French Renaissance-style hotel is owned by Earl Ketry and entity principal Bill Casale. The hotel features 57 Pan-American-themed suites with velvet-dressed chairs, oversized mirrors, and wood floors and furnishings. This property is also home to the Public Expresso coffee shop and the Lafayette Brewing Co. restaurant and bar.
Lofts on Pearl, Buffalo, New York
Also owned by Earl Ketry and entity principal Bill Casale, Lofts on Pearl is a sister hotel to the Hotel at the Lafayette. Originally a belt and hose factory in the 1800s, the historic Richardson Romanesque J.A. Webb building has been reimagined as a boutique hotel, which is currently in operation. The 31-key, brick-faced hotel is located downtown in Buffalo’s brewery district and features one- and two-bedroom suites with fireplaces, full kitchens and living rooms.
Safety Harbor Resort & Spa, Safety Harbor, Florida
The 172-key waterfront hotel features a 50,000-sq.-ft. spa, Florida’s only natural mineral springs resort spa. Founded in 1925, the hotel is owned by William Touloumis and includes four restaurants, 30,000 sq. ft. of meeting space and a 65-seat amphitheater.
Azure Hotel & Suites Ontario Airport/Convention Center, Ontario, California
Opening Nov. 6, this 167-key hotel is owned by 1945 Hold Suites LLC. The hotel’s interiors feature two etched steel elephants, a living-room style lobby, regionally inspired dining and a marble fireplace.
Home Place Lodge & Suites, Williston, North Dakota
Owned by MMC Ventures LLC, this hotel includes 109 one- and two-bedroom suites with furnished kitchens and kitchenettes. The property also houses a Grand Buffet restaurant, serving barbeque and Asian cuisines.
“Independent hotel entrepreneurs are making their mark, over-delivering on our offer to join forces with the world’s largest hotel company, capitalizing on Wyndham’s size and scale while preserving their hard-earned hotel individuality and character,” says Chip Ohlsson, executive vice president and chief development officer, North America. “Our newest additions here in the U.S. will deliver sought-after boutique experiences in growing markets at price points everyday travelers can afford–with Trademark, both owners and guests can really have it all.”
Trademark’s vice president, brand operations, Greg Giordano, adds: “Soft branding is a smart option for today’s hoteliers competing in the under-tapped upper-midscale tier accounting for 18 percent of rooms in the U.S. Backed by the Trademark name, we’re amplifying the booking strength of that landmark hotel in your town the locals know by name and visitors eye up for its charm, elevating their everyday availability for even more guests.”