DESIGN
A guestroom in Nashville captures the local music vibe .
Wall coverings in Chicago guestrooms portray local maps .
A guestroom in Philadelphia
Choice ’ s expansion approach has been to target the top 50 U . S . RevPAR markets , both to satisfy demand for product like this and to create tentpole sites that will drive brand awareness . While the majority of locations are new-builds , the push into major urban centers has raised the prospect of more conversions and adaptive reuse projects , which creates some challenges to a unified brand presence . “ We want to have DNA that ’ s recognizable across properties ,” Cannon says . “ We want them to look like brothers and sisters , not identical twins .”
That philosophy resonates with developers like San Franciscobased Fillmore Capital Partners , which manages five Cambria hotels , a mix of new and conversions . In Nashville , vintage photos celebrating the city ’ s musical heritage hang near the elevators , an accent of locally reclaimed wood shows up throughout the property , guestrooms have speaker-patterned wallpaper and guitar-shaped accent tables , and the hotel sports an intimate concert venue .
“ We tried to embrace the country and western culture wherever we could ,” says Amanda Warnick , Fillmore ’ s director of design .
The New Orleans Cambria was adapted to reflect its location in the historic warehouse district . A prominent wall features antique hardware , exposed concrete floors run throughout the public spaces , guestroom walls are covered with a fleur-de-lis or skull pattern , and furnishings are more traditional .
At Chicago ’ s Magnificent Mile property , a conversion , lobby
Outfitted in stone and other natural materials , baths have buzzy ,
Bluetooth-enabled vanity mirrors .
installations are by local artists , and guestroom artwork features local landmarks . “ We love the freedom to make each hotel unique from the inside out and to embrace the local culture ,” Warnick says .
Bringing these five hotels online was a collaborative effort with Cambria ’ s design staff . After satisfying those three brand musthaves , she notes , Fillmore had ample room to create a memorable experience for guests .
Between achieving that sense of place , designing in approachable indulgent features and providing must-haves like free Wi-Fi , flexible meeting spaces and convenience stores , Cannon says Cambria “ caters to travelers who believe that time and experience are the new luxury .”
38 hotelsmag . com July / August 2018