Midtown Tampa unveils dual-branded Element and Aloft hotel

Element and Aloft, both Marriott brands geared toward millennials, will each have a block of rooms distinct in appearance and amenities, developers say.
The 7-story hotel Midtown Tampa developers will start to build this summer will be a dual-branded Aloft and Element property with 226 rooms and a rooftop terrace, pool and lounge. (Rendering courtesy of The Bromley Companies)
The 7-story hotel Midtown Tampa developers will start to build this summer will be a dual-branded Aloft and Element property with 226 rooms and a rooftop terrace, pool and lounge. (Rendering courtesy of The Bromley Companies)
Published April 17
Updated April 17

TAMPA — The 7-story hotel Midtown Tampa developers will start to build this summer will be a dual-branded Aloft and Element property with 226 rooms and a rooftop terrace, pool and lounge designed to appeal to locals as much as to out-of-towners.

"One of the elements of the hotel that we think is really going to add to the fabric of the community will be the rooftop space," Nicholas Haines, the chief executive of the Bromley Companies, which is developing the $500 million Midtown Tampa project, said in an recent interview. With more than 10,000 square feet of space, the rooftop will offer amenities suited to happy hour, special events and evenings out.

"It's all accessible from the ground floor through a dedicated elevator, so you don't have to be a hotel guest, you don't have to walk through the entire hotel to get there," Haines said. "It's going to have basically 360-degree views (to downtown Tampa and St. Petersburg), so it will be a really cool space for people to congregate."

The Bromley Companies also announced Wednesday it will partner with hotel development and management company Concord Hospitality on the project, which is expected to open in 2021.

20 YEARS IN THE MAKING: Midtown Tampa is finally poised to begin a flurry of construction

Aloft and Element are millennial-oriented subsidiaries of Marriott International. Both will operate in the building, with each maintaining a distinct look. The Element, which developers say will be the first of that brand in Tampa, will have 115 rooms with a minimalistic design that makes use of natural materials. In-room kitchens and oversized closets will aim to facilitate longer stays.

Aloft's 111 rooms will feature bold colors and sleek design, with check-in, check-out and access to the rooms themselves done with a smart phone or smart watch.

The hotel will have a central lobby, a bistro and restaurant featuring small plates. The fitness center will be more than 1,000 square feet, or nearly double the size of a typical hotel fitness center, developers say. The hotel also will have meeting space on the seventh floor and 24,000 square feet of street-level retail.

Along with the hotel, the Bromley Companies' plans for Midtown Tampa include a 390-unit Crescent Communities apartment complex, the bay area's largest Whole Foods Market and several new office buildings as part of 1.8 million square feet of development in nine buildings and three parking garages on 22 acres near Interstate 275 and N Dale Mabry Highway.

The hotels that Concord has developed and managed include the 413-key Canopy by Hilton/Hyatt House at the Wharf in Washington, D.C., and the 229-key Renaissance Hotel, 135-key AC Hotel and 137-key Hyatt House at North Hills in Raleigh, N.C.

Concord Hospitality president and CEO Mark Laport said in a statement released through Bromley that Midtown Tampa's "incredibly central location," and plans to bring in high-end shopping, boutique fitness businesses and first-in-the-market restaurants, such as the recently announced True Food Kitchen, will create guest-friendly experiences "both within our hotel and right outside our front door."

Contact Richard Danielson at [email protected] or (813) 226-3403. Follow @Danielson_Times

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