The city of Charlotte has been working hard to ramp up its hospitality efforts in hopes of attracting larger conventions and national sporting events. As a result of its growing tourism and unique urban location, the city has experienced an unprecedented hotel boom. With more than 1,900 new hotel rooms proposed, under construction, or in the planning stages, how would you make your hotel stand out? It starts with finding the perfect location, developing the right hotel strategy — and of course, teaming up with the right partner.
The space atop uptown Charlotte’s famed EpiCentre was slated to become condominium towers, however the project never came to fruition. Today, with Charlotte’s growing need for hotel space to attract and accommodate conventions, meetings, and events, the developers saw a unique opportunity. The Marriott brand and its partners have been trailblazers in the fast-growing dual-branded hotel trend. When the opportunity came to build an innovative hotel concept atop this wildly popular entertainment and retail center, the strategy was clear.
Marriott and McKibbon made a strategic decision to build a 22-story, dual-branded hotel tower consisting of two Marriott brands: A Residence Inn with 120 rooms and an AC Hotel with 182 rooms. The dual-branded concept allows both Marriott and the city to tailor guest experiences and target specific demand segments with less overhead and more cost efficiency. This results in significant development savings, with both properties sharing construction costs, conversion costs, and operational expenses. While each hotel has its own separate signage, lobbies and brand identities, they share the parking facility, laundry, meeting space and an exclusive open-air easement space, among other amenities. Charlotte visitors can choose their hotel experience, while Marriott and the city benefit from a truly maximized hospitality model. McKibbon will manage the AC Hotel and Residence Inn Charlotte City Center properties.
"“As Charlotte evolves into a tier-one destination, we must continue to enhance our hotel inventory. We are grateful to McKibbon Hospitality for their investment at this central destination with direct connectivity to transit.""
Michael Smith | Charlotte Center City Partners