OF BROOKFIELD - A global hotel chain known for offering
higher-end amenities is bringing a new, scaled-down
concept within its brand portfolio to redeveloped space
near The Corners.
Worldwide has announced it intends to open an 82-room
lodging facility, Tru by Hilton, at 20925 Watertown
Road. The Goerkes Park Business Center currently
occupies the property and will be redeveloped to make
way for the new hotel.
new project carries a price tag of close to $12 million.
unveiled in early 2016, is the newest branding concept
under the Hilton umbrella. Several hundred properties
under the name have since popped up across the U.S. and
executives have targeted Tru properties toward a
“midscale” clientele described as cost
consciousness, yet desiring some of the higher quality
amenities and experiences that might be a cut above
other value-oriented chains.
we developed Tru, we wanted to challenge everything we
thought we knew about how a hotel in this category should
be designed and to shift guests’ behavior and
expectations,” Phil Cordell, global head of Hilton
Worldwide’s focused service brands, said in a
to Hilton Worldwide’s marketing materials, Tru
properties have a number of amenities that set the brand
apart from other Hilton sites.
properties, for instance, refer to their lobby and
commons areas as “hives” and are cordoned off into
four zones designed to give guests an opportunity to
relax, work, eat and play in one general area.
Zone, Command Center
offerings designed to appeal to the company’s target
clientele include an area called The Play Zone, which
features table games, a large-screen TV and tiered,
front desk is called the Command Center. It offers such
features as a social media wall and a round-theclock
area where snacks and refreshments are served.
a news release announcing the new hotel concept, Hilton
Worldwide executives said they believe Tru serves an
than 40 percent of all U.S. hotel stays are within the
midscale and economy sectors, and Tru by Hilton
addresses a gap in the marketplace by appealing to the
youthful mindset demographic, pushing the industry to
marry quality and value,” Jim Holthouser, executive
vice president of global brands with Hilton Worldwide,
said in a statement.
entry into the town was made official Tuesday after
municipal officials went through a series of motions,
including rezoning the site from office to a general
business district designation.
appointed bodies — the Plan Commission and Community
Development Authority — reviewed plans in special
meetings Tuesday before advancing plans for the
24,000-square-foot hotel to the decision-making Town
Board the same evening.
town officials expressed concerns of how the new
development might impact traffic on Watertown Road,
although there was unanimous approval and enthusiasm for
is a chance to put something really great in that
spot,” town Supervisor Ryan Stanelle said.
timetable for redeveloping the site for the hotel was
not discussed at Tuesday’s meeting. Approval was made
with the caveat that town officials receive a master
plan of the development.