Hospitality Design - September 2017 - 49

perspectives

trends

motels

1. Twinkling hanging
lights traverse the
Austin Motel's outdoor
patio, contrasting
seating in bright
red, the property's
signature color.

ROADSIDE CHIC
Updated motels reach peak nostalgia

No matter how deeply we delve into modernity,
travelers seem to pine for the simple, more
wholesome era of the road trip, when vacations
were guided by the promise of checking into
a humble Howard Johnson, or the siren call
of a neon vacancy sign on the highway. It's a
timeless yearning, proven by the recent advent
of old motels retooled as stylish, nostalgic
accommodations for contemporary hotel
aficionados.
Consider the success of Liz Lambert, the
Austin hotelier behind Bunkhouse Group,
who first struck gold when she transformed
a seedy motel into the bungalow-style Hotel
San José in Austin in the late '90s. Earlier this
year-after several quirky hotels-she revived
the circa-1938 Austin Motel, a 41-room retreat
with chunky vinyl headboards, wallcoverings
cheekily flaunting lips, and a centerpiece
kidney-shaped pool.
Brands like Red Lion Hotels Corporation
are also seeing the potential in revitalizing
motels into chic spaces that capture the essence

of Americana. With the relaunch of Signature
Inn, director of interior design Anna Bogler,
says the brand will look to attract "modern day
ramblers" seeking adventure. When the first
hotel launches, expect a bold palette, powerful
motifs, and classic midcentury furniture, all
recalling the golden age of motel travel during
the '50s and '60s.
Here's a look at a few more offerings-
many from neophyte hoteliers-breathing new
life into various throwback treasures.

Tourists Motor Hotel

Reverence for the updated motel of yore isn't
just a passing fancy. Next spring, the natureinspired Tourists Motor Hotel is slated to open
in North Adams, Massachusetts from a mix
of creative folks, including Scott Stedman of
Brooklyn's Northside Media Group, Wilco
founding member John Stirratt, Bright
Ideas Brewing cofounder Eric Kerns, and
Ben Svenson of the Boston development
company Broder. Taking over the Redwood
Motel from 1962, it will have 48 efficiently
designed guestrooms by Boston-based Hank
Scollard-Cambridge landscape architect
Reed Hilderbrand and San Antonio, Texas
firm Lake Flato Architects comprise the rest
of the design team-that overlook the forest,

mountains, and Hoosic River, while directly
connecting to trails via a suspension bridge. On
the outside, guestroom buildings will be clad in
galvanized corrugated metal roofing and white
oak siding. The interior, meanwhile, emphasizes
plywood and concrete, arranged in a linear
fashion and highlighting vaulted ceilings, lofts,
and outdoor showers. "Roadside motels are
places of mystery," says Svenson. "Vacationers
use them as bases for new adventures and they
become hideouts for people taking it on the lam.
We wanted to preserve this sense of anonymity,
particularly as it heightens the effect of
encountering the many unexpected and atypical
highlights of the rooms."

Unscripted Durham

The Durham, North Carolina flagship debut of
Dream Hotel Group's arty, hyper-local-minded
Unscripted brand is the perfect blend of old
and new. The abandoned Jack Tar Motor Lodge
downtown was "a really interesting piece of the
puzzle," explains Dream Hotel Group's senior
vice president of creative Cory Ingram, and the
ideal setting for the adaptable and authentic
brand. When it was built in the 1960s, the Jack
Tar epitomized innovation with its rooftop
pool and parking garage. Jane Hills, co-owner
of Aspen real estate development firm Austin

hospitalitydesign.com September 2017

049

Photo by NICK SIMONITE

By Alia Akkam

http://www.hospitalitydesign.com

Hospitality Design - September 2017

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