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Bromley Companies And Concord Hospitality Partner To Develop Aloft And Element Dual-Branded Hotel

Wednesday, April 17, 2019
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Concord Hospitality
Concord Hospitality
Hotel Developer/Owner/Operator

TAMPA–From craft cocktails paired with grouper tacos to lounging poolside on the rooftop deck surrounded by swaying palms, meeting up with friends or planning a vacation to Florida’s Gulf Coast just won’t get any better than at Midtown Tampa’s dual-branded Aloft and Element hotel. The 7-story property was just announced today by Bromley Companies. Partnering with Concord Hospitality, an award-winning hotel manager and developer, the boutique hotel will share 226 rooms, a rooftop terrace lounge and poolside Florida vibe for a lofty, change-in-latitude experience unlike any other in Tampa Bay.

“This hotel will provide a destination experience for travelers into the heart of Midtown Tampa’s curated shops, restaurants, and boutique services,” said Nicholas Haines, CEO, Bromley Companies. “But it’s even better news for locals, who get to experience the incredible atmosphere and amenities on the more than 10,000-square-foot rooftop for happy hour, recreation, special events, and an evening out with friends.”

Marriott International’s millennial-geared flags, Aloft and Element, will coexist in the same building footprint, with each hotel maintaining its own distinct look. In addition to the cityscape and water views from the rooftop lounge, guests will share a central lobby experience and other hotel amenities including a Bistro, and a chef-driven restaurant featuring small plates. The fitness center is more than 1,000 square feet (nearly double the size of a typical hotel fitness center). A separate, dedicated entrance at ground level and elevator for non-hotel guests heading to the rooftop terrace are planned.

The property will also share 24,000 square feet of streetscape retail, meeting space on the 7th floor with impressive views of the courtyard below, and technological advances that are found throughout Midtown Tampa, including complementary wi-fi connectivity and electronic key access through a mobile app.

Midtown Tampa will be home to the city’s first Element hotel. With its functional, clean, minimalistic design and use of natural elements, the 115-room Element will exude a laid-back, relaxing atmosphere with spacious guest rooms for longer stays. Nature-inspired spaces, fully-equipped in-room kitchens, complimentary Rise breakfast in the 6th floor dining lounge, spa-inspired bathrooms, and oversized closets mean guests of Element at Midtown will wish their stay wouldn’t end.

Element shares Midtown Tampa’s focus on sustainability and eco-friendly measures, including low flow water features, vehicle charging stations, and the use of natural light in public spaces.

Aloft, with its sleek, bold colors is different by design. The 111 rooms are fresh, purposeful environments with vibrant spaces that bring people together. Considered the next generation of hotels, Aloft is using technology and design to enhance guest experiences. Checking in and out or unlocking your room door is easy through a smart phone or smart watch. There is a Re:fuel breakfast area and 24/7 shop for on-the-go options, plus Aloft’s signature bar WXYZ®.

Bromley Companies is partnering with Concord Hospitality to develop, operate and manage the Aloft and Element. Concord has more than three decades of building relationships with investors on more than $2.5 billion in premium-branded properties throughout the United States and Canada. The company has developed and manages hotels at some of the most successful mixed used developments in the country, such as the 413-key Canopy by Hilton/Hyatt House at the Wharf in Washington, D.C., the 229-key Renaissance Hotel, 135-key AC Hotel and 137-key Hyatt House at North Hills in Raleigh, N.C. and the 129-key Courtyard by Marriott at Kingsley in Fort Mill, S.C.

“With Concord Hospitality joining the team as our hotel development and management partner, we’re ensuring that Midtown Tampa offers a truly first-class hotel experience in every way,” added Haines.

“Due to its incredibly central location, Midtown Tampa will allow residents and visitors alike to experience unique restaurants, boutique fitness, and high-end shopping options, both within our hotel and right outside our front door,” said Mark Laport, president and CEO, Concord Hospitality. “We’re proud to partner with Bromley Companies to bring this dual-branded hotel to Tampa to provide visitors an opportunity to see firsthand all that Midtown Tampa and its surrounding areas has to offer, and we look forward to seeing the project come to life.”

The hotel will break ground in summer 2019 with opening planned for 2021.

Located near the highly visible southeast intersection of Interstate 275 and N. Dale Mabry Highway, Midtown Tampa is positioned to serve the more than 240,000 vehicles and 500,000 people passing daily. The project takes advantage of a convergence of traffic including Westshore/Interstate 275 north to Downtown Tampa, close proximity to Tampa International Airport/Interstate 275 south and vehicles traveling south to St. Petersburg.

Aloft and Element will join Whole Foods Market®, Novel Midtown multifamily residential, and Midtown One, a 7-story office tower at the 22-acre, $500M Bromley Companies’ development.
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