Aimbridge Takes Over Three Midwest Gorman Hotels
Gorman & Company shifts to third-party operations for the first time, adding three adaptive reuse properties to Aimbridge Hospitality's portfolio.
The short answer
Aimbridge Hospitality has taken over operations for three historic Midwestern hotels owned by Gorman & Company. The agreement marks Gorman's first shift to third-party management across assets in Milwaukee, Kenosha, and Rockford.
“We chose Aimbridge because we saw in them the same commitment to people and purpose that has guided Gorman for over 40 years.”
The short version
- Aimbridge Hospitality has assumed operations of three historic Midwestern hotels owned by Gorman & Company.
- Gorman & Company transitioned to third-party management for the first time in its 40-year history.
- Property-level team members across all three locations have transferred into Aimbridge's employment structure.
Aimbridge Hospitality has taken over management operations for three historic Midwestern hotels owned by Gorman & Company, marking the developer's first transition to third-party operating agreements. [1] The portfolio includes boutique and branded adaptive reuse properties across Wisconsin and Illinois, with all on-site property staff officially transferring into Aimbridge's employment structure. [1]
Why did Gorman & Company transition to third-party management?
Gorman & Company selected an external operator after managing its assets directly for four decades. [1] Laura Narduzzi, vice president of hotel operations for Gorman & Company, stated that the group selected Aimbridge due to aligned priorities regarding workforce welfare and long-term asset care. [1] The developer sought an operating partner capable of running complex historic assets while absorbing property-level staff into a larger organizational apparatus. [1] Hotel team members across all three properties have officially transferred into Aimbridge's operating structure. [1]
Which properties are included in the Aimbridge agreement?
The three Midwest properties include two boutique adaptive reuse hotels in Wisconsin and one branded downtown riverfront hotel in Illinois. [1] According to Lodging Magazine, the portfolio encompasses The Brewhouse Inn & Suites in Milwaukee, The Stella Hotel & Ballroom in Kenosha, and the Embassy Suites by Hilton Rockford Riverfront. [1]
| Property Name | Location | Room Count | Year Opened / Converted | Historical Distinction |
|---|---|---|---|---|
| The Brewhouse Inn & Suites | Milwaukee, Wisconsin | 90 suites | 2013 | Original Pabst Blue Ribbon Brewery complex |
| The Stella Hotel & Ballroom | Kenosha, Wisconsin | 80 rooms | Restored 1917 build | Former Kenosha Elks Club clubhouse |
| Embassy Suites Rockford Riverfront | Rockford, Illinois | 160 rooms | 2020 | Former 13-story historic Ziock Building |
What distinguishes The Brewhouse Inn & Suites in Milwaukee?
The Brewhouse Inn & Suites features 90 extended-stay suites built within the former Pabst Blue Ribbon Brewery. [1] Gorman completed the adaptive reuse conversion in 2013, maintaining historic architectural elements such as six original copper brewing kettles and a stained-glass window depicting King Gambrinus. [1] Food and beverage facilities are housed in the former Mill House structure, where the on-site restaurant, On Tap, pairs regional dishes with original cream city brick masonry and soaring ceilings. [1]
How does The Stella Hotel position itself in Kenosha?
The Stella Hotel & Ballroom operates as the only full-service lodging property in downtown Kenosha, Wisconsin. [1] The 80-room boutique destination occupies the former Kenosha Elks Club clubhouse, a 1917 property listed on the National Register of Historic Places. [1] Meeting facilities center around The Stella Ballroom, a two-story venue offering nearly 4,000 square feet of function space, 20-foot ceilings, vintage chandeliers, and an outdoor balcony. [1] Guest dining includes the 1844 Table & Mash supper club, Café at The Stella, and the seasonal Crow’s Nest Rooftop Bar overlooking Lake Michigan. [1]
What are the operational specifications of the Rockford property?
The Embassy Suites by Hilton Rockford Riverfront provides 160 full-service rooms as the only hotel in downtown Rockford, Illinois. [1] Completed in 2020 via an $87.5 million public-private partnership, the adaptive project converted the long-vacant 13-story Ziock Building into a hospitality center. [1] Conference operations are supported by more than 21,000 square feet of meeting and event space, alongside two dining venues featuring a rooftop lounge. [1]
What does this agreement mean for Aimbridge's regional footprint?
Eric Jacobs, chief global growth officer of Aimbridge Hospitality, noted that the Plano, Texas-based operator aims to deliver operational performance while stewarding Gorman's investment across these regional downtown destinations. [1] Securing the three Gorman properties strengthens Aimbridge's Midwestern presence across independent boutique hotels and Hilton-branded full-service assets. [1]
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Aimbridge Wins Three Historic Gorman Hotels in Midwest— Lodging Magazine
Frequently asked
+Which hotels are included in the Gorman and Aimbridge agreement?
The agreement includes The Brewhouse Inn & Suites in Milwaukee, Wisconsin; The Stella Hotel & Ballroom in Kenosha, Wisconsin; and the Embassy Suites by Hilton Rockford Riverfront in Rockford, Illinois.
+Why did Gorman & Company switch to third-party management?
After managing its properties directly for over 40 years, Gorman transitioned to an external operator to maintain its buildings and team members under Aimbridge's hospitality management infrastructure.
+What happens to the existing hotel employees across the three properties?
All existing hotel team members across the three properties have officially transitioned into Aimbridge Hospitality's operational structure.
+What is the historical background of The Brewhouse Inn & Suites?
The 90-suite Milwaukee hotel is an adaptive reuse project converted in 2013 from the original Pabst Blue Ribbon Brewery, retaining six copper kettles and a stained-glass window of King Gambrinus.
+How large was the investment in the Embassy Suites Rockford Riverfront?
The 160-room property opened in 2020 following an $87.5 million public-private partnership that transformed the historic 13-story Ziock Building into a full-service hotel.
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