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Hyatt Place

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Apr. 14th, 2006 | 12:24 am
mood: boredbored
posted by: oliveurban in azhotels

Hyatt Place
Scottsdale site to become Hyatt Place Hotel

Peter Corbett
The Arizona Republic
Apr. 14, 2006

Downtown Scottsdale's hotel redevelopment trend will continue this summer with a new, hipper Hyatt brand coming to town.

Global Hyatt Corp. is renovating the AmeriSuites Scottsdale Old Town and rebranding it as one of its first new Hyatt Place hotels, said Phil Snyder, AmeriSuites general manager.

"It's more than a notch, this is moving the hotel up several large steps," Snyder said of the renovation and rebranding of the 127-room hotel northeast of Indian School and Scottsdale roads.

Hyatt Place, 7300 E. Third Ave., will take its place in downtown with the Hotel Valley Ho and James Hotel, both renovated within the past two years, and the W Scottsdale Hotel, under construction near Camelback and Scottsdale roads. That is close to $180 million invested in downtown hotels, with more planned at the James Hotel.

In January, the New York-based Morgans Hotel Group announced a deal to buy the James for $46.5 million, renovate it and reopen it next year as the Mondrian Scottsdale, a boutique hotel.

The AmeriSuites renovation and rebranding as a Hyatt Place, with a more contemporary hotel design, reflects the changing demographics downtown, said Brent DeRaad, Scottsdale Convention & Visitors Bureau vice president of marketing.

"That fits with our efforts in attracting Gen X and leisure travelers downtown," he said.

Renovation of the AmeriSuites is scheduled to start May 15 and be done about Aug. 15, when the Hyatt Place brand will be unveiled, said Snyder, the hotel manager.

The improvements will come with an undetermined increase in rates, Snyder said.

AmeriSuites' Web site showed room rates of $89 to $189 depending on the location and dates.

Hyatt plans similar makeovers of two AmeriSuites hotels in Atlanta and one in Chicago and will later roll out the changes at its other AmeriSuites, Snyder said.

AmeriSuites Scottsdale will remain open this summer during the renovation, which includes the room furnishings, carpeting and bedding, along with the hotel's public areas, the manager said.

Hyatt Place's exterior will feature dramatic lighting and an upgraded entrance and lobby. Plus, the 370-square-foot suites will include Hyatt's trademark Grand Beds, 42-inch high-definition TVs, free Wi-Fi service and flexible workspaces.

The Chicago-based Global Hyatt Corp. acquired AmeriSuites and its 143 limited-service hotels in January 2005. It unveiled the Hyatt Place concept last September in Scottsdale at its franchise owners' meeting.

Starwood Hotels and Resorts Worldwide Inc. announced a similar hotel concept, with the name aloft, about the same time in Phoenix. Both concepts are aimed at adding some contemporary design and style to select-service or limited-service hotels that have few amenities or services.

Allen Reich, associate professor in the Northern Arizona University School of Hotel and Restaurant Management, said Hyatt is risking more by putting its name on the AmeriSuites hotels as customers will expect Hyatt's level of service at Hyatt Place. Hyatt will need to do an extensive renovation of the AmeriSuites hotels, he added.

There are 215 hotels and resorts worldwide operating under the Hyatt name, including the Hyatt Regency Scottsdale resort and the Hyatt Regency Phoenix hotel.

Hyatt corporate executives did not return calls seeking comment on the new brand.

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