Company eyes Waukesha for Avid Hotel location
Designed for ‘everyday traveler,’ brand is new InterContinental Hotel Group chain

By Cara Spoto

Feb. 28, 2019

 A rendering shows what a Avid Hotel being pitched for the city's far north side might look like. If approved, the hotel — part of a new budget-friendly chain being developed by Inter-Continental Hotel Group — would be located somewhere off Meadow Lane.
MSI General/IHG

WAUKESHA — InterContinental Hotel Group — the British hospitality company that operates Crowne Plaza, InterContinental, Kimpton and other hotels — is eyeing Waukesha as a possible location for its newest brand: Avid Hotels.

In a letter recently submitted to the city, Oconomowoc-based contractor MSI General, submitted an application to construct a 95-room version of the new hotel somewhere off Meadow Lane on the city’s far north side.

“IHG recently launched the Avid Hotel brand, and it is an honor to be selected to deliver this product to Waukesha,” states MSI Vice President Jay J. Craig in the application letter. “IHG developed the Avid Hotel brand to serve a unique niche in the marketplace that emphasizes modern architecture, efficient amenities and an exceptional sleep experience.”

 In an August press release announcing the construction of the first Avid Hotel in the Oklahoma City area, the InterContinental Hotel Group (IHG) describes the Avid brand as a “new kind of hotel” for the “everyday traveler” where the “basics (are) done exceptionally well, at a fair price.”

Those basics reportedly include rooms with high-quality mattresses and linens; a high-quality breakfast with premium coffee and options for people who need to grab their food and go, or sit in the lobby; and modern technology.

A look at recent media reports shows that IHG is pursuing Avid Hotel developments in areas across the country, including south Florida, Kansas City, and Hattiesburg, Mississippi.

The proposal for the Waukesha hotel is currently slated to go before the Plan Commission on March 27, according to the city’s online records system.