New properties spice up Lexington hotel trade

Aloft, Element garner praise

LEXINGTON - For visiting New Jersey resident Shaun Rowan, Lexington hasn't simply become a great option for lodging in Massachusetts.

It's the only option.

"I won't stay anywhere else but here for now on," said Rowan, 45, crowing about the town's new Aloft and Element Hotels on Marrett Road.

"These are unlike any other hotels out there, and I've stayed in Boston and all over the area before. The location is great and these hotels are modern, not stuffy like a lot of other places."

Since opening on July 1, the Aloft and Element have drawn rave reviews from guests and locals. Construction on the 18-month project began in October 2006 after the former Sheraton was torn down.

Each with its own distinctive personality, Aloft and Element look not only to build on their early momentum, but also provide a long-term economic boon to Lexington and its surrounding businesses.

According to Christopher Hartzell, general manager for both of the hotels in Lexington, the Aloft and Element have been filling up to roughly between 50 and 60 percent capacity on weekdays, while reaching 70 percent on the weekends.

Room rates begin at $99 for Aloft and $119 for Element.

In addition to competitive prices, Aloft and Element boast unique atmospheres, as visitors have been impressed by the experiences provided by each hotel.

"We've gotten amazing feedback so far," said Hartzell. "For example, with Aloft, people have said that they have been able to leave here with a story, rather than simply staying overnight in a hotel. These aren't hotels. They each are their own experience. While Aloft is sassy and fun, right next door is the Element, which is smart and balanced."

The 136-room Aloft features sleek aesthetics that provide a nightclub-like ambience.

As soon as guests walk in, they step into a lounge complete with fireplace, funky lighting, and a fully stocked bar. The music, lighting, and settings of Aloft change four times a day to provide a unique feel to a hotel that guests have fallen in love with.

Contrary to the flashy Aloft, the 123-room Element is a mellow hotel with an emphasis on being environmentally sound.

The building certified by Leadership in Energy and Environmental Design, is decorated in an eco-friendly manner, using everything from furniture made of soy and recycled wood to showerheads that reduce water flow. The Element also offers guests a menu filled with health-conscious food choices.

The Element is the first hotel of its brand to open in the United States, while Aloft is the fourth of its kind. Hartzell believes that goes with the character of the town.

"These hotels are just like Lexington itself," said Hartzell. "Lexington is a trendsetter, from technology to pharmaceuticals. These are the test pilot hotels. This town has a rich legacy of firsts, and we are adding to that."

For the town, which has one other hotel, the Quality Inn & Suites on Bedford Street, Aloft and Element are an imperative part of its economic plan, especially for attracting corporations looking to develop new property.

"These hotels are an important amenity for the national and international corporations in Lexington," said Town Manager Carl Valente. "Many of these corporations have business associates or members of their staff that come here, and the hotels play an important role in providing a convenient place to stay, in addition to a meeting space.

"Combined with other amenities like the diverse dining scene in the town we expect to see more corporations wanting to develop in Lexington, especially when considering these hotels have a really convenient location near Route 128 and Route 2."

Lexington also looks to benefit from the additional hotel room tax revenue that will come in from Aloft and Element. In years prior, according to Valente, the town received roughly $200,000 annually from the 4 percent room tax it collects, a number it expects to increase by an additional $150,000 to $200,000.

Additionally, the town expects tourism to improve, as Valente cites the hotels' low cost, proximity to Concord, and access to local bus transportation as a draw for prospective visitors.

Hartzell agrees with this sentiment, as he sees the hotels as the perfect addition to attract outside visitors to the town.

"The Aloft and Element will help bring tourism back into the Route 128 belt," said Hartzell. "Locally, it will help perk up business, from the restaurants to the parks. And the hotels will bring a lot more life into what is really an amazing town."