Hotel Developers Ramping Up Aloft Projects

The $14-million aloft Rogers is slated for a first quarter 2008 opening. Situated on 2.5 acres at 1103 S. 52nd St., the hotel is being built in an area that is experiencing a great deal of retail and hospitality development. "This is one of the more dynamic areas of the state," says Chris Whitt, partner for developer CKS Hotels in Fort Smith, AR. He points to the completion of the 800,000-sf Promenade Shopping Center across the road as the catalyst for the growth.

Starwood is targeting travelers in their 20s and 30s with the urban-oriented aloft brand. Whitt tells GlobeSt.com that the concept is somewhat edgier than what's currently available in the hospitality industry. Some of the brand's hallmarks include loft-style guest rooms, wireless Internet access throughout the site, flexible meeting and function space and in-room technology services.

The concept was conceived by the team that created W Hotels for Starwood. Howard & Helmer Architects of Overland Park, KS is aloft Rogers' architect. Crossland Construction Co. Inc., headquartered in Columbus, KS is the general contractor.

A different development team March 20 will break ground on the first aloft hotel in Texas. The 136-room aloft will go up along Texas 114 in Las Colinas. The JV team is made up of Dallas/Fort Worth's Hillwood, Aimbridge Hospitality of nearby Carrollton, Dallas-area Champ Development and JF Capital Advisors from New York City. Once it's completed, Aimbridge will be the hotel's manager.

Whitt, though, is going to offer some competition in Texas. He says he's working with Starwood for sites in Austin and San Antonio and has one already approved in the Dallas suburb of Addison. "We just signed the land contract for it and are in the due diligence period on that right now," he says. "Starwood's approved it. Now we're looking at it and making sure the market is there for the concept."