- When Rob Gerbitz drives through downtown Delafield
nearly every day, he sees untapped potential in the
upscale Delafield Hotel.
Rob Gerbitz, CEO and president of Hendricks Commercial
Properties, said his company would like to purchase the
Delafield Hotel because of its overall quality, as well as
its location in Delafield.
“We thought for our company we have the opportunity to
take a really good brand and hopefully take it and build
it even further,” Gerbitz said.
Hendricks Commercial Properties is negotiating to purchase
the Delafield Hotel, and Gerbitz hopes that process will
be completed by May’s end. Before Hendricks Commercial
Properties could close on the sale of the property, its
current owners, 616 Hospitality Group, would need to pay
off the approximately $4.4 million owes it owes Ixonia
Bank, as well as about $113,000 in back taxes.
Prior to being sold to 616 Hospitality
Group, the Delafield Hotel was owned by Rock River
Property, an affiliate of ISB Community Bank.
Gerbitz is well acquainted with Delafield. He lives about
five miles north of the city and drives through the
downtown every day, he said. In addition, he was chief
operating officer for developer Bob Lang, who built the
hotel in 2006 as well as other Colonial-style buildings in
“All the businesses that are there now and are growing
and trying to do better, that makes the base of it,”
Gerbitz said, adding he would like to maintain and grow
The success of a boutique hotel starts with its management
and how it is overseen, he said. Henderson Commercial
Properties owns the Ironworks Hotel in downtown Beloit.
Gerbitz said it’s vital that a manager is hired who
understands how to operate a boutique hotel.
“It’s a different animal. You need to be at the front
desk. You need to meet the guests; you need to know them,”
If the acquisition is completed, Gerbitz said, his company
plans to spend significant dollars on promotion and
marketing to boost the
recognition of the Delafield Hotel name.