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Acquisitions & Hotel Openings

Crescent Hotels & Resorts Set for April Opening of 150-Room Element Huntsville

HUNTSVILLE, AL. March 16, 2017 – Element Huntsville, from the high-end brand of boutique hotels by Starwood, has announced it will open Tuesday, April 4, 2017 on floors 7-11 of the Westin Huntsville as a separate extended stay hotel and will be managed by Crescent Hotels & Resorts. Crescent, based in Fairfax, VA, is a nationally recognized operator of hotels and resorts with properties throughout the United States and Canada.

As one of Starwood’s Select Service hotels, Element by Westin offers a modern upscale extended stay experience. The brand also brings an even greater focus on sustainability to the complex, with Element’s commitment to pursuing LEED certification in all locations.

Designed to be “green from the ground up,” Element seamlessly blends sustainable smart design, inspiring public spaces, chic, spacious suites and modern amenities for a compelling, no compromise experience. Element made history when it launched as the first major hotel brand to mandate that all U.S. properties pursue the U.S. Green Building Council’s LEED certification.

The new construction of the Element Huntsville includes the build-out of 150 rooms including 68 suites, all with full kitchens. Once open the element will offer its signature Rise: Breakfast bar, a complimentary breakfast served daily; Relax: Evening reception, help nightly with wines, beers and soft drinks, thoughtfully paired with enticing appetizers; and Restore: Gourmet pantry, a market place with grocery option available onsite for the extended stay guests.

While Westin and Element by Westin are both Starwood brands, this will be the first “dual property” complex in the country with both the Westin and Elements brands in one location. Guests at both hotels will enjoy spectacular views and easy access to the very popular Bridge Street Town Center, where the hotel complex is located.

“Westin is already such a high profile brand. By bringing Element to the top floors of the hotel complex, we will attract even more prominent guests while providing a high-class experience for all of our guests,” said Mark Nelson, general manager for the Westin Huntsville.

The first floor of the hotel building will have one entrance for Westin guests and separate entrance, lobby, check-in desk and elevators exclusively for Element guests. There will only be on connector between two hotel brands in the first floor lobby.

Nelson’s team will oversee both brands at the hotel complex.

Element is currently accepting reservations beginning June 2017. Visit www.elementhunstville.com or call 265-327-9000 to learn more and book reservations.

About Crescent Hotels

Crescent Hotels & Resorts is a nationally recognized, top-3 operator of hotels and resorts. Crescent currently operates over 100 hotels and reports in 27 states in the US and 5 provinces in Canada. Crescent is one of the few elite management companies approved to operate upper-upscale and luxury hotels under the brand families of Marriott, Hilton, Starwood, Hyatt and IHG. Crescent also operates a collection of legendary independent hotels and reports. Crescent’s clients are made up of hotel REITs, private equity firms and major developers. For more information, please visit www.chrco.com or connect with Crescent on LinkedIn.

About Element

Element (extended stay hotels) first opened at 2008, providing a modern, upscale and intuitively designed hotel experience that allow travelers a place to thrive. Whether stopping by for a few days or settling in for a few weeks, element hotels proves that time away from home doesn’t mean time away from life. All element hotels are pursuing LEED certification furthering the green from the ground up sensibly of the brand. Extended Stay Reimagined. For more information, visit www.starwoodhotels.com/element.

Contact:
Noreen Heron/Sarah Ficek
Noreen@heronagency.com or Sarah@heronagency.com
773.969.5200

Coming Up In The December Online Hotel Business Review




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Feature Focus
Hotel Law: Issues & Events
There is not a single area of a hotel’s operation that isn’t touched by some aspect of the law. Hotels and management companies employ an army of lawyers to advise and, if necessary, litigate issues which arise in the course of conducting their business. These lawyers typically specialize in specific areas of the law – real estate, construction, development, leasing, liability, franchising, food & beverage, human resources, environmental, insurance, taxes and more. In addition, issues and events can occur within the industry that have a major impact on the whole, and can spur further legal activity. One event which is certain to cause repercussions is Marriott International’s acquisition of Starwood Hotels and Resorts Worldwide. This newly combined company is now the largest hotel company in the world, encompassing 30 hotel brands, 5,500 hotels under management, and 1.1 million hotel rooms worldwide. In the hospitality industry, scale is particularly important – the most profitable companies are those with the most rooms in the most locations. As a result, this mega- transaction is likely to provoke an increase in Mergers & Acquisitions industry-wide. Many experts believe other larger hotel companies will now join forces with smaller operators to avoid being outpaced in the market. Companies that had not previously considered consolidation are now more likely to do so. Another legal issue facing the industry is the regulation of alternative lodging companies such as Airbnb and other firms that offer private, short-term rentals. Cities like San Francisco, Los Angeles and Santa Monica are at the forefront of efforts to legalize and control short-term rentals. However, those cities are finding it’s much easier to adopt regulations on short-term rentals than it is to actually enforce them. The December issue of Hotel Business Review will examine these and other critical issues pertaining to hotel law and how some companies are adapting to them.