Commune Hotels & Resorts on Wednesday jumped into the cheap chic arena by launching Tommie, what it calls “a value-conscious brand created to appeal to the youthfully minded global traveler.” The first two hotels, strict management deals for Commune, are slated to open in New York City in early 2015.
Cube Capital, KSNY, Eagle Point Hotel Partners and Simon Development are developing the first Tommie location, a 250-room hotel on 31st Street in Manhattan, and Cube Capital and Eagle Point Hotel Partners are developing a 329-room West SoHo location. Commune expects to follow the New York debuts with deals in Asia, Europe and other key American markets.
Niki Leondakis, CEO of Commune Hotels & Resorts, San Francisco, told HOTELS that Commune thinks there is significant opportunity in the market for a value-oriented, design savvy and socially focused brand for more youthful travelers. “The market is ready for this and there is limited product in the U.S. along these lines, so we expect it to be very successful,” she said.
Leondakis said the two development in New York are well underway and should fetch an average rate in the mid-$200s. While not committing to any growth targets, she said as soon as Commune finds the right locales and partners it will do more, and is currently “working on a few things.” She also mentioned international gateways such as London and Hong Kong are initial targets, as well as primary markets in the U.S.
Leondakis said that Commune does not intend to franchise Tommie at the moment and will consider pure management opportunities, as well as participation with key money investments.
The development of the Thompson and Joie de Vivre brands will not be stymied by Tommie, according to Leondakis. “We have a lot going on with Thompson and Joie de Vivre with nine projects opening between now and 2015. All of our brands have growth legs in different ways,” she said.
A Commune press release said the brand is borne “from the savvy of Thompson Hotels and the playful approachability of Joie de Vivre, defining utilitarian chic.” Among its amenities: free Wi-Fi.
“Offering value without compromising basic amenities in the lifestyle sector, Tommie will be the perfect complement to Thompson and Joie de Vivre, and is positioned to become the blueprint for the next evolution of hotels in gateway cities,” Leondakis said.
Tommie will feature ergonomic, smartly designed, space-efficient “crash pads,” meeting spaces that serve as incubators for productive minds and casual communal dining experiences. The public lounges, called Reading Rooms, will promote gathering and socializing with games and curated programming. A “help yourself” approach will prevail with tablet-based check-in, eclectic retail and a gourmet grab-and-go marketplace. The press release added, “Concepted around the beauty in simplicity rather than decadence and excess, Tommie celebrates efficiency for the guest’s benefit.”
Jason Pomeranc, co-chair of Commune Hotels & Resorts and founder of Thompson Hotels, said, “Tommie is about stripping away the non-essentials to create a functional efficiency. Everything is beautiful, but also has a purpose. We are creating hotels that will appeal to youthful, design-savvy, connected and discerning travelers seeking responsible and immersive experiences. Tommie will be a choice, not of economy but of desire.”