Springboard Hospitality rebrands Colorado hotel

By Esther Hertzfeld Springboard Hospitality rebrands its Ascent on Main boutique property, now named The Parker Hotel — a repositioning effort led by owners Eagle Point Hotel Partners and hotel branding agency, Longitude. Located in Parker, Colo., the refreshed hotel, the only boutique lifestyle property in the area, combines themes of art deco, westward expansion and technological revolution.

“We are incredibly excited about this new breath of life for our property in the postcard-worthy town of Parker,” Stephen Chan, co-founder of Eagle Point Hotel Partners, owner of The Parker Hotel, said in a statement. “With the evident rise in popularity of roadside lodges, historical hotel experiences, and an overall interest in charming small towns as alternatives to traditional vacation destinations, the reimagined Parker Hotel will continue to provide the best-in-class, boutique hotel experience.”

In addition to new signage and branding elements, another Parker Hotel enhancement is the transition of Upper Deck sports bar—downtown Parker’s only rooftop space—into a private event venue to accommodate group demand, events and weddings. The signature dinner restaurant, The Douglas Kitchen and Cocktails, will remain for the time being and undergo renovation and concept refresh this fall.

The Parker Hotel is also near Castlewood Canyon State Park—great for hiking, mountain biking, and birding—as well as multiple golf clubs, the Denver Bronco Training Facility, Vehicle Vault Museum, Colorado Horse Park, and more.

Source: Hotelmanagement.net