Nov. 01–Another new hotel could be in the works for downtown La Crosse, this one in the shadow of the Cass Street bridge.
Ronald and Beverly Brown have lined up a major national franchise for a 92-room hotel at 434 S. Third St., where Habitat for Humanity La Crosse Area formerly had its ReStore, according to a recent letter to the city’s public works director. The letter did not identify the franchise.
The project would include two other Third Street properties, now occupied by Hilton Medical and Chapter II. The Browns’ corporation, 434 Holdings Inc., has agreements to purchase all three sites this year and in 2015, according to the letter from Bosshard Parke attorney Darla Krzoska, who represents the Browns and 434 Holdings.
The letter requested the city lease land just south of the former ReStore site to 434 Holdings that would be used as parking for the hotel. The arrangement would be similar to one the Courtyard by Marriott now has on Front Street, city officials said.
Krzoska was unavailable Friday. Attempts to contact the Browns directly for more details were unsuccessful.
Ronald Brown has been longtime owner of the Holiday Inn and Suites at 200 Pearl St., just across from the La Crosse Center.
In 2007, he was among four parties that showed interest in building a new hotel on city-owned property commonly referred to as the “Hooters lot” at Second and Jay streets, but he eventually withdrew. That site was considered for a $19 million Hilton Inn and Suites until the developer balked at the city’s requirement that underground parking be included.
The city’s Board of Public Works this week directed city Engineer Randy Turtenwald to work with the state Department of Transportation on a lease for the hotel, as the property’s proximity to the bridge limits what can be done there. According to the letter, 434 Holdings understands the lease must allow the DOT access to the site for bridge maintenance and inspections, but the company would like the option to “beautify” the area in a way that would not interfere with the bridge.
Final plans would need to be submitted to the city for approval.
The potential development would be the third hotel underway in La Crosse’s downtown. Groundbreaking took place last month on the $10 million, 126-room Hampton Inn & Suites at Second and Pine streets, with the goal of opening in summer 2015. Work already has begun on converting the former Ross Furniture building at 101 State St. into the 67-room Charmant boutique hotel, also slated to open next summer. That project is being done by a company headed by Logistics Health Inc. founder and CEO Don Weber.
