Commission approves, recommends proposed hotel
New 95-room Avid Hotel concept pitched on northwest side site

By Dave Fidlin - Special to Conley Media

June 13, 2019

WAUKESHA — A proposed 95-room hotel moved one step closer to reality Wednesday, following favorable comments from members of a city panel.

The Plan Commission approved final site plan and architectural review details for the Avid Hotel, a new entrant into the hospitality industry, on Waukesha’s northwest side.

Commissioners also gave favorable recommendations for several technical items related to the 41,700-square-foot, four-story hotel, including a certified survey map and issues related to streets near the development, which is set to occupy land on Meadow Lane.

Mayor Shawn Reilly, who chairs the Plan Commission, said he believes the Avid Hotel will fit well into the proposed area and become a welcome part of the city.

 “I think it’s a great location,” Reilly said. “It’s an area of the city that gets a lot of activity.”

During their brief review Wednesday, commissioners discussed several elements of the project, including the design features, which are expected to include a red-accented tower and a mixture of gray and black color schemes throughout the exterior.

International Hotel Group, the company behind the Avid Hotel concept, has pitched it as a venue emphasizing modern architecture and efficient amenities.

Plans call for the rooms featuring a king-or two queen-sized beds. Other proposed features in the firm’s submittal to city officials include a large hospitality space with a market, breakfast space and fitness center.

The development is expected to encompass 3.5 acres, with the hotel itself sitting on 1.6 acres of the land. The balance is expected to go toward parking accommodations, a pedestrian route to the entrance from the street and wetlands, which will be preserved.

The Common Council will take up the commission’s recommendations at its next meeting Tuesday.

More votes cast in favor of The Reserve at Waukesha

Commissioners also gave favorable recommendations to three agenda items related to The Reserve at Waukesha, a mixed-use development consisting of 186 apartments and 2,100 square feet of commercial space.

Commissioners recommended rezoning the 4.21-acre vacant site, located at the southeast portion of East St. Paul Avenue and southwest portion of NW Barstow Street, to a planned unit development designation.

Commissioners also recommended proceeding with a certified survey map for four separate lots and a site plan and architectural review of the property.

“This has been one of the biggest priority sites that we’ve wanted to see developed,” Senior Planner Jeff Fortin said. “This project, we feel, is right in line with that plan.”