Advertisement
  1. Business

Midtown Tampa unveils dual-branded Element and Aloft hotel

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 Apr. 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 rdanielson@tampabay.com or (813) 226-3403. Follow @Danielson_Times

ALSO IN THIS SECTION

  1. Neeld-Gordon Garden Center, open at this location since 1925, is closing on Sept. 28. MARTHA ASENCIO-RHINE  |  Times
    The development of Pinellas County and the arrival of the big box stores helped hasten the store’s demise.
  2. Tampa investor and owner of the Tampa Bay Lightning Jeff Vinik, right, speaks about his investments in the video game industry at the eSports Summit Wednesday in Tampa as Matt Samost, Vice President of New Ventures for Tampa Bay Sports and Entertainment looks on. LUIS SANTANA   |   TIMES  |  Tampa Bay Times
    A summit at USF brought together major players and explored the possibility of an esports arena.
  3. 7-Eleven Inc. is opening its first location in a Brandon mall. Pictured is a location in Port Richey in 2018. | [Times (2018) TYLISA JOHNSON | TIMES  |  TyLisa Johnson | Times
    It is the first of eight mall locations opening this year.
  4. Tampa has a pilot program underway to test scooters. Clearwater could soon have one of its own. But if it's limited to downtown, who will use it? CHRIS URSO  |   Times
    The city’s plan is coming into focus, but there will be limitations.
  5. Pages from a confidential whistleblower's report obtained by The Associated Press, along with two printed Facebook pages that were active on Tuesday, Sept. 17, 2019, are photographed in Washington. Facebook likes to say that its automated systems remove the vast majority of prohibited content glorifying the Islamic State group and al-Qaida before it’s reported. But a whistleblower’s complaint shows that Facebook itself has inadvertently produced dozens of pages in their names. (AP Photo/Jon Elswick) JON ELSWICK  |  AP
    A whistleblower’s complaint shows that the company has inadvertently provided the two extremist groups with a networking and recruitment tool.
  6. Pasco County community news TMCCARTY80  |  Tara McCarty
    Neighbors voice concerns about increased traffic, water quality and adhering to the county’s protections for northeast Pasco.
  7. This satellite image shows Hurricane Michael on Oct. 9, 2018, as it enters the Gulf of Mexico. It made landfall near Mexico Beach in the Panhandle as a Category 5 storm. [Photo courtesy of NOAA] NOAA
    Nearly a year after the storm, 18,000 claims are still open.
  8. Watermans Crossing apartments at 4515 N. Rome Avenue in Tampa. Westside Capital Group
    Jakub Hejl discovered the Tampa Bay area while studying at IMG Academy.
  9. The Tampa Bay Lightning has tapped Cigar City Brewing to bring its Jai Alai, Guayabera, and Florida Cracker beers to Amalie Arena as the team’s official craft beer partner. (Photo via Tampa Bay Lightning) Tampa Bay Lightning
    Cigar City also will move its popular annual Hunahpu’s Beer Festival to Amalie Arena starting next March.
  10. An administrative judge said a Pasco County ordinance allowing solar farms in agricultural districts did not violate the county's comprehensive land-use plan. Times
    An ordinance did not violate the county’s land-use plan that is supposed to protect rural Northeast Pasco, a judge said.
Advertisement
Advertisement
Advertisement