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

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Food & Beverage: Multiplicity and Diversity are Key
The challenge for hotel food and beverage operations is to serve the personal tastes and needs of an increasingly diverse population and, at the same time, to keep up with ever-evolving industry trends. In order to accomplish this, restaurateurs and hoteliers have to flex their creative muscles and pull out all the stops to satisfy their various audiences. One way to achieve this is to utilize existing food spaces in multiple ways at different times of the day. Lunch can be casual and fast, while dinnertime can be more formal and slower paced. The same restaurant can offer counter service by day but provide table service by night, with a completely different menu and atmosphere. Changes in music, lighting, uniforms and tabletop design contribute to its transformation. This multi- purpose approach seeks to meet the dining needs of guests as they change throughout the day. Today’s restaurants also have to go to great lengths to fulfill all the diverse dietary preferences of their guests. The popularity of plant-based, paleo, vegan, and gluten and allergen-free diets means that traditional menus must evolve from protein-heavy, carb-loaded offerings to those featuring more vegetables and legumes. Chefs are doing creative things with vegetables, such as experimenting with global cuisines or incorporating new vegetable hybrids into their dishes. Another trend is an emphasis on bold and creative flavors. From chili oil to sriracha to spicy maple syrup, entrees, desserts and beverages are all being enhanced with spice and heat. The August issue of the Hotel Business Review will document the trends and challenges in the food and beverage sector, and report on what some leading hotels are doing to enhance this area of their business.