Another day, another hotel going up in downtown Austin. This time it’s called Cambria, a hotel project designed by Rhode Partners, proposed at 68 East Avenue. It’s worth noting that this address is directly adjacent to the Homewood Suites project, which is currently under construction. Hotels on hotels!
This is not the only hotel built under the name Cambria — it’s an emerging upscale brand for the Choice Hotels holding company, which also owns Comfort Inn, Comfort Suites, Quality Inn, and many other chains of budget to midrange lodgings.
Cambria hotels are either under construction or recently completed in Nashville, Philadelphia, Phoenix, and several other major cities around the country, as Choice Hotels attempts to capture some of the momentum of the modern “limited luxury” hotel trend personified by brands like Aloft.
The exact number of floors is not indicated on the preliminary Cambria site plan by Rhode Partners, but judging by the available renderings the building appears to be roughly 12 to 15 stories high, with the first six floors dedicated to lobby space, a parking garage, and amenities like an outdoor pool and meeting rooms.
Though the current renderings show little in the way of specific design, perhaps the most notable detail is the hotel’s plan to remove or relocate two trees that encroach upon the site — a 24-foot pecan and 43-foot American elm. We hope they can figure out something more elegant than just tearing them out of the ground, but sometimes that’s how these things end up.
We wish the project luck, but the competition will be stiff. With so many hotels in the area, and even more on the way, the brand will have to work a little harder to stand out from the pack. Competitive pricing wouldn’t hurt — it would be nice to have somewhere to stay directly adjacent to the Rainey Street bar and restaurant district that wasn’t decidedly in the “luxury” price bracket.