Downtown hotel switches brands

A banner reading “Main Street” has replaced the word Hawthorne on the back side of what used to be the Hawthorne Suites Ltd. hotel in the 200 block of Main Street downtown.

The Hawthorn Suites is no more. Temporary banners on the front and back of the 70-room hotel built in 2000 note it’s now the Main Street Suites, but that also is a temporary name.

Ownership hasn’t changed. It’s still among two current hotels and another in the works downtown owned by Steve and Kevin Reimer, but they’ve decided to switch from Wyndam Hotels & Resorts LLC, which includes the Hawthorn brand, to Hilton Corp. The actual Hilton brand for the hotel, though, won’t be revealed until nearer to completion of a $1.5 million renovation at the facility over the next several months, Steve Reimer said.

“It will probably be December,”  he said. “We have one that we’re shooting for. We just don’t want to talk to anyone about it yet.”

Reimer said the windows at the now Main Street Suites, 225 Main St., have been replaced, but the majority of work, which includes a redesign of the lobby and rooms, won’t be completed until this fall, when most of the work will be done. Denver design firm Design Force is handling the plans for that.

The Reimers also own the Hampton Inn, 205 Main. St., another Hilton brand hotel, which has 80 rooms and was built in 2003. And they plan to begin construction in May on the 100-room Spring Hill Suites, a Marriott brand property across the street from their other two hotels and adjacent to the Two Rivers Convention Center on Main Street. It’s expected to employ about 30 people. The other two hotels employ about 50 people combined, a number Steve Reimer said fluctuates slightly seasonally.

Steve Reimer added that contracts for the new hotel are being bid on by several area contractors, including three general contractors with headquarters in Grand Junction.

In somewhat of a symbiotic relationship with area tourism efforts, the additional hotel will add to the ability of the convention center and Grand Junction Visitor and Convention Bureau to attract events, Reimer said.

“Guests are attracted to our hotels because they’re able to attend some conferences and events at the convention center, as well as the convention center being able to book events with rooms nearby. And, by building the third hotel, we’ll allow the convention center to attract more and larger groups.”

Allying themselves with different chains allows the Reimers to appeal to different market segments, Kevin Reimer said.

Each one “appeals to different people with different price points seeking different amenities.”

The chains also want in on an active market, he said.

“If an area is generating room nights,” he said, competing chains “will battle it out on each corner.”

Tim Seeberg, general manager of the convention center, said the center benefits overall.

“All of the hotels in town are partners for the convention center, so any additional room inventory, not only downtown but elsewhere in the community, is a good thing for hosting larger conferences and conventions,” Seeberg said. “But I will say that certainly the addition of inventory downtown versus anywhere else is much more advantageous to us in that regard.”

And having nationally recognized hotel brands involved is always advantageous when hosting events or conferences from outside of Grand Junction. The switch from Wyndham to Hilton brands, he admits, is a fairly minimal change, though.


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