HomeMy WebLinkAboutItem III
PLAN COMMISSION STAFF REPORT NOVEMBER 15, 2022
ITEM III: GENERAL DEVELOPMENT PLAN AMENDMENT AND SPECIFIC
IMPLEMENTATION PLAN FOR A HOTEL DEVELOPMENT AT NORTH
SIDE OF 1700 BLOCK OSHKOSH AVENUE
GENERAL INFORMATION
Applicant: Steve Hoopman
Owner: H2oshkosh Ave LLC (Lake Shore Development of Oshkosh LLC) / North Koeller
Street Hotel Associates 2, LLC
Action(s) Requested:
The petitioner requests approval of a General Development Plan (GDP) amendment and
Specific Implementation Plan (SIP) for a hotel development at the north side of 1700 Block
Oshkosh Avenue.
Applicable Ordinance Provisions:
Planned Development standards are found in Section 30-387 of the Zoning Ordinance.
Background Information Property Location and Type:
The subject site consists of a vacant parcel on the north side of Oshkosh Avenue, with frontage
along N. Koeller Street. The property is zoned Corporate Business Park with a Planned
Development Overlay (CBP-PD) and the surrounding area consists predominately of
commercial land uses as well as a hotel immediately to the northeast and residential uses to the
south across Oshkosh Avenue. A General Development Plan (GDP) was approved in 2018 for
commercial/retail, and a restaurant on this block with frontage on Oshkosh Ave. The 2040
Comprehensive Plan recommends Interstate Commercial land use for the subject property.
Subject Site
Existing Land Use Zoning
Vacant CBP-PD
Adjacent Land Use and Zoning
Existing Uses Zoning
North Park CBP-PD
South Residential SR-5
East Hotel & drive-thru restaurant CBP-PD
West Commercial CBP-PD
Comprehensive Plan Land Use Recommendation Land Use
2040 Land Use Recommendation Interstate Commercial
Page 1
ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 2
ANALYSIS
Use
The proposed development consists of a four story, 42,663 sq. ft. hotel development.
Commercial indoor lodging is a conditional use in the Corporate Business Park District (CBP).
The proposed plans were discussed at a Plan Commission workshop on May 3, 2022. Plan
Commission voiced support for the proposed use, and recommended cross-access be provided
with the neighboring properties to the east and west to improve vehicle circulation through the
area and possibly including a patio on the front side of the building. Staff is supportive of the
proposed commercial indoor lodging use and General Development Plan (GDP) amendment as
it will be compatible with the neighboring commercial land uses.
Site Design/Access
The proposed development will have shared parking with the existing hotel to the northeast
(TownePlace Suites by Marriot), which has access from N. Koeller St. and N. Westfield St. The
site will also have cross-access connections with the multi-tenant commercial site to the west
and Popeye’s to the east. A cross-access agreement will need to be filed with Winnebago
County Register of Deeds. The applicant has also included a patio on the south side of the
building for customer use.
Site Plan
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 3
Required Provided
Parking Spaces Minimum: 96 96
Impervious Surface Maximum: 70% of lot 62.6% of lot
The parking lot provided on the site plan is meeting the parking requirement of one space per
room for rent, plus one space for each employee on the largest work shift for commercial indoor
lodging. The total impervious surface area for the site is under the maximum impervious
surface ratio for the Corporate Business Park District.
The plan includes a dumpster enclosure to the north of the building which will be constructed
of brick to be consistent with the exterior of the principal building, per CBP accessory structure
standards. Although it is located between the principal building and the N. Koeller St. frontage,
staff is supportive of the placement as it will be a significant distance from the right-of-way
(~255’) and will be minimally visible from the street as it located further from N. Koeller St. than
buildings on the neighboring properties to the east and west.
Building/Parking Setbacks
Minimum Provided
Front Setback (south) 30 ft. 31 ft. (building)
Side Setback (east) 10 ft. Shared parking
Side Setback (west) 10 ft. 10 ft. (pavement)
Front Setback (north) 30 ft. 60 ft. +/- (pavement)
The proposed building and parking areas meet all setback requirements for the CBP District,
with the exception of the shared parking area on the east side of the site with the existing hotel,
which will be approved per a cross-access agreement.
Storm Water Management/Utilities
The Department of Public Works reviewed the submittal and noted that the applicant will need
to submit cross access, utility, and drainage easements. Finalized storm water management
plans will also need to be submitted and approved as part of the Site Plan Review process.
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 4
Landscaping
Landscape plan
Points Required Points Provided
Building Foundation 248 (62 street side, 124
main entrance side)
342 (166 street side, 127
main entrance side)
Paved Area 500 (150 tall trees, 200
shrubs)
607
(401 tall trees, 206
shrubs)
Street Frontage (Oshkosh
Ave.)
353 (176 medium trees) 616
(194 medium trees)
Street Frontage (N. Koeller
St.) 34 (17 medium trees) 0
Total Yards 853 766
Yards devoted to street
frontage 426 229
Total 1,988 2,331
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 5
Building Foundation
The landscape plan shows a combination of shrubs around the building foundation. The
applicant is exceeding the total point requirement of 40 points per 100 linear feet of building
foundation.
The landscaping ordinance specifies that 50% of the required points must be located along the
main entrance side of the building and 25% of the required points must be located on the side of
the building facing a public street. The plan is meeting both of these requirements.
Paved Area
The landscape plan is meeting the paved area requirement of 50 landscaping points per 10
parking stalls or 10,000 sq. ft. of paved area. The code further specifies 30% of all points will be
devoted to tall trees and 40% will be devoted to shrubs. A tall deciduous/shade tree is required
at the ends of all parking rows. The plan is meeting these requirements, with the exception of
two landscape islands that are missing a tree, which will need to be added. This can be
addressed during the site plan review process.
Street Frontage
Code requires 100 points per 100 feet of street frontage. The landscaping ordinance also
specifies that 50% of the required points must be devoted to medium trees. The landscape plan
is exceeding this requirement for the Oshkosh Ave. frontage, but does not include the required
points along the N. Koeller St. frontage. The applicant will need to add or relocate trees to the
N. Koeller St. frontage to provide the required 34 points (17 devoted to medium trees).
Yards
Code requires 20 landscaping points per 1,000 sq. ft. of gross floor area. The landscape plan has
exceeded the overall point requirement for the site, with the excess points meeting the yard
landscaping point requirement.
The CBP standards also require 50% of yard landscaping points to be located along street
frontages. The applicant will need to relocate 197 yard landscaping points to the street frontages
to meet this requirement. This can be addressed as part of the Site Plan Review process.
Signage
The applicant has submitted sign plans, which include wall signage on the north, west, and east
building elevations. The proposed signs are within the maximum area of 1 sq. ft. per linear foot
of building frontage and 15% of the wall area per building façade. The “tru” portion of the
proposed wall signs are shown as cabinet signs, which are prohibited in the CBP district. Staff
is recommending the applicant revise the plan to a different sign type to comply with CBP
standards. For example, a reverse channel logo would be permitted, as was used for CLA
accounting firm office (1660 Oshkosh Ave.). Final signage for the site will be addressed under a
separate building permit.
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 6
Wall signage plans
Site Lighting
A photometric plan has been provided by the applicant. The provided plant meets the
minimum lighting level of 0.4 fc for all parking/drive areas. Lighting levels do not exceeding the
maximum of 0.5 fc at the property lines, with the exception of the areas along the east and west
property lines, which are show up to 0.7 fc at the west property line and 3.8 fc along the east
property line. Staff is supportive of a BSM to allow the increased lighting along these property
lines as it is needed to provide lighting for the shared parking areas with the neighboring
properties. The fixtures will be full cut-off fixtures and will not exceed the maximum overall
height of 25’.
Building Facades
Building Materials
The Corporate Business Park standards require buildings to be clad on all sides with at least
75% Class I materials. Also, window and door area shall comprise of at least 40% of the ground
floor level of the street facing facade. The specific elevations breakdown is as follows:
Required Class I Provided Class I
North 75% 59.83%
South 75% 87.97%
East 75% 83.86%
West 75% 75.62%
Street facing
ground floor (south
facade)
40% door/window
area 64%
Street facing
ground floor (north
facade)
40% door/window
area 52.29%
The applicant is requesting a BSM to allow reduced Class I materials on the north elevation to
59.83%. Staff is supportive of this BSM request as the applicant has exceeded the Class I
material requirement on the other three facades, resulting in a total Class I material percentage
of 75.37% for the building. Also, the most prominent street facing façade, facing Oshkosh Ave.,
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 7
will significantly exceed the 75% Class I material requirement with 87% Class I materials. The
provided window/door area on the street facing facades (north and south) is meeting the
minimum door/window area of 40% for street facing ground floor elevations.
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 8
Building elevations
Building Composition
Corporate Business Park standards require buildings to be designed with four-sided detail and
a distinct base, middle and top. The base of the building shall be articulated with a horizontal
expression line creating a distinct ground level zone. The mid-section shall be articulated to
form an expression line which sets up the buildings top, while the top portion of the building
shall include architectural features that provide distinction and clearly shows a division of roof
and walls. The front façade shall include architectural features which emphasize it as the front
façade.
The proposed elevations for the building meet these standards as canopies and variation of
materials/colors and varying roof heights provide distinction to the facades and projections
related to the entrances and patio area are utilized to emphasize the front façade.
Trade Dress
Corporate Business Park standards require a Conditional Use Permit for trade dress with
findings that the trade dress/branding is not a detriment from the building form or architecture
and it is consistent with or complementary to the forms, colors, and texture of principal
buildings in the area. As the plans are part of a Planned Development request, Planned
Development approval may satisfy the Conditional Use Permit requirement for trade dress.
Colored banding and canopies shown on the building elevations are considered trade dress.
The applicant has noted that these features are required by Hilton and they feel that they serve
to enhance the appearance of the building.
Staff does not have concerns with the banding/canopies as they have been applied subtly to the
building elevations, with only minimal colored canopy areas on the primary (Oshkosh Ave.)
façade. Staff also feels that it is consistent with the forms, colors, and textures of principal
buildings in the area. Specifically, the Popeye’s building immediately to the east of the site
utilizes colored canopies and painted brick.
Overall Site
The applicant is requesting BSMs for increased lighting at the side property lines and reduced
Class I materials on one building facade. To offset these BSMs, the applicant will be exceeding
the overall landscaping point requirement for the site and increasing Class I materials on the
south, east, and west facades. Staff is comfortable that the applicant has adequately offset the
requested BSMs and the overall site is complimentary to the surrounding area.
FINDINGS/RECOMMENDATION/CONDITIONS
In its review and recommendation to the Common Council on an application for a Planned
Development district, staff recommends the Plan Commission make the following findings
based on the criteria established by Chapter 30-387 (C)(6):
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ITEM III GDP Amd./ SIP – 1700 Block Oshkosh Ave 9
(a) The proposed Planned Development project is consistent with the overall purpose
and intent of this Chapter.
(b) The proposed Planned Development project is consistent with the City’s
Comprehensive Plan and other area plans. (It is the responsibility of the City to
determine such consistency.)
(c) The proposed Planned Development project would maintain the desired
relationships between land uses, land use densities and intensities, and land use impacts
in the environs of the subject site.
(d) Adequate public infrastructure is or will be available to accommodate the range of
uses being proposed for the Planned Development project, including but not limited to
public sewer and water and public roads.
(g) The proposed architecture and character of the proposed Planned Development
project is compatible with adjacent/nearby development.
(h) The proposed Planned Development project will positively contribute to and not
detract from the physical appearance and functional arrangement of development in the
area.
(i) The proposed Planned Development project will produce significant benefits in terms
of environmental design and significant alternative approaches to addressing
development performance that relate to and more than compensate for any requested
exceptions/base standard modifications variation of any standard or regulation of this
Chapter.
Staff recommends approval of the General Development Plan Amendment and Specific
Implementation Plan with the findings listed above with the proposed following conditions:
1. Cross access agreement for shared driveway access and parking shall be filed with the
Winnebago County Register of Deeds.
2. BSM to allow increased lighting levels to 0.7 fc at the west property line and 3.8 fc at the
east property line, where code allows a maximum of 0.5 fc at the property line.
3. BSM to allow reduced Class I materials on the north façade to 59.83%, where code
requires 75% Class I materials.
4. Final landscaping plan shall be reviewed and approved by the Department of
Community Development.
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Sign_______ Staff ________ Date Rec’d ________
City of Oshkosh
Planned Development Application
For General Development Plan or Specific Implementation Plan
**PLEASE TYPE OR PRINT USING BLACK INK**
APPLICANT INFORMATION
Petitioner: _________________________________________________________________________________ Date: ____________
Petitioner’s Address: ________________________________________ City: ______________________ State: _____ Zip: ________
Telephone #: ( ) _________________ Email: _______________________ Contact preference: Phone Email
Status of Petitioner (Please Check): Owner Representative Tenant Prospective Buyer
Petitioner’s Signature (required): _______________________________________________________________ Date: ____________
OWNER INFORMATION
Owner(s): __________________________________________________________________________________ Date: ____________
Owner(s) Address: __________________________________________ City: ______________________ State: _____ Zip: ________
Telephone #: ( ) _________________ Email: _______________________ Contact preference: Phone Email
Ownership Status (Please Check): Individual Trust Partnership Corporation
Property Owner Consent: (required)
By signature hereon, I/We acknowledge that City officials and/or employees may, in the performance of their functions, enter
upon the property to inspect or gather other information necessary to process this application. I also understand that all
meeting dates are tentative and may be postponed by the Planning Services Division for incomplete submissions or other
administrative reasons.
Property Owner’s Signature: ___________________________________________________________________ Date: ____________
TYPE OF REQUEST:
General Development Plan (GDP) General Development Plan (GDP) Amendment
Specific Implementation Plan (SIP) Specific Implementation Plan (SIP) Amendment
SITE INFORMATION
Address/Location of Proposed Project: __________________________________________________________________________
Proposed Project Type: ________________________________________________________________________________________
Estimated Cost: _______________________________________________________________________________________________
Current Use of Property: ________________________________________________________________Zoning: ________________
Land Uses Surrounding Your Site: North: _________________________________________________________________________
South: _________________________________________________________________________
East: _________________________________________________________________________
West: _________________________________________________________________________
It is recommended that the applicant meet with Planning Services staff prior to submittal to discuss the proposal.
Application fees are due at time of submittal. Make check payable to City of Oshkosh.
Please refer to the fee schedule for appropriate fee. FEE IS NON-REFUNDABLE
For more information please visit the City’s website at www.ci.oshkosh.wi.us/Community_Development/Planning.htm
SUBMIT TO: Dept. of Community Development
215 Church Ave., P.O. Box 1130 Oshkosh, WI 54901
PHONE: (920) 236-5059
Oshkosh WI 54901
216-1083920
H2oshkosh Ave LLC / North Koeller Street Hotel Associates 2, LLC
Oshkosh WI 54901
216-1083 hoopmans@firstweber.com920
Vacant Land CBP-PD
Industrial - Park
Commercial Business Park Planned Development - Commercial
Commercial Business Park Planned Development - Commercial
Commercial Business Park Planned Development - Commercial
Oshkosh Avenue
New construction of 90 key tru by Hilton
11 / 14 / 2022
11 / 14 / 2022
11 / 14 / 2022
11 / 14 / 2022
hoopmans@firstweber.com
Steve Hoopman
5105 I Ah Maytha
5105 I Ah Maytha
11,000,000
Page 10
2
SUBMITTAL REQUIREMENTS – Must accompany the application to be complete.
(Submit only digital files. Please note at the discretion of Community Development staff may request a hard copy)
The following information must be provided in order for the application to be considered complete and able to
be scheduled for Plan Commission Review. Please use the checklist below to determine the required information
to be submitted at the time of application. If all information below cannot be provided at the time of application,
please request a waiver in writing to the Division’s Director or designee.
A General Development Plan (GDP) submittal, per Section 30-387(C)(4), shall include the following items
(Submit only digital files. Please note at the discretion of Community Development staff may request a hard copy):
General location map of the subject site depicting:
All lands for which the Planned Development is proposed and other lands within 100 feet of the
boundaries of the subject property.
Current zoning of the subject site and abutting properties, and the jurisdiction(s) that maintains that
control.
A graphic scale and north arrow.
Generalized site plan showing the pattern or proposed land uses, including:
General size, shape, and arrangement of lots and specific use areas.
Basic street pattern and pattern of internal drives.
General site grading plan showing preliminary road grades.
Basic storm drainage pattern, including proposed on-site stormwater detention.
General location of recreational and open space areas, including designation of any such areas to
be classified as common open space.
Statistical data, including:
Minimum lot sizes in the development.
Approximate areas of all lots.
Density/intensity of various parts of the development.
Building coverage.
Landscaping surface area ratio of all land uses.
Expected staging.
Conceptual landscaping plan.
General signage plan.
General outline of property owners association, covenants, easements, and deed restrictions.
A written description of the proposed Planned Development, including:
General project themes and images.
The general mix of dwelling unit types and/or land uses.
Approximate residential densities and nonresidential intensities.
General treatment of natural features.
General relationship to nearby properties and public streets.
General relationship of the project to the Comprehensive Plan or other area plans.
Proposed exceptions from the requirements of the Zoning Ordinance.
Traffic Impact Analysis (TIA), if deemed necessary by the Director of Planning Services, or designee.
A Specific Implementation Plan (SIP) submittal, per Section 30-387(C)(5), shall include the following items.
Note that the area included in an SIP may be only a portion of the area included in a previously approved GDP
(Submit only digital files. Please note at the discretion of Community Development staff may request a hard copy):
An existing conditions map of the subject site depicting the following:
All lands for which the Planned Development is proposed and other lands within 100 feet of the
boundaries of the subject site.
Current zoning of the subject property and all abutting properties, and the jurisdiction(s) that
maintains that control.
Existing utilities and recorded easements.
All lot dimensions of the subject site.
A graphic scale and a north arrow.
An SIP map of the proposed site showing at least the following:
Lot layout and the arrangements of buildings.
Public and private roads, driveways, walkways, and parking facilities.
Specific treatment and location of recreational and open space areas, including designation of
any such areas to be classified as common open space.
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3
Proposed grading plan.
Specific landscaping plan for the subject site, specifying the location, species, and installation size of
plantings. The landscaping plans shall include a table summarizing all proposed species.
Architectural plans for any nonresidential buildings, multi-family structures, or building clusters, other than
conventional single-family or two-family homes on individual lots, in sufficient detail to indicate the floor
area, bulk, and visual character of such buildings.
Engineering plans for all water and sewer systems, stormwater systems, roads, parking areas, and
walkways.
Signage plan for the project, including all project identification signs, concepts for public fixtures and signs,
and group development signage themes that may or may not vary from City standards or common
practices.
Specific written description of the proposed SIP including:
Specific project themes and images.
Specific mix of dwelling unit types and/or land uses.
Specific residential densities and nonresidential intensities as described by dwelling units per acre,
and landscaping surface area ratio and/or other appropriate measures of density and intensity.
Specific treatment of natural features, including parkland.
Specific relationship to nearby properties and public streets.
Statistical data on minimum lot sizes in the development, the precise areas of all development lots
and pads; density/intensity of various parts of the development; building coverage, and
landscaping surface area ratio of all land uses; proposed staging; and any other plans required by
Plan Commission.
A statement of rationale as to why PD zoning is proposed. This statement shall list the standard
zoning requirements that, in the applicant’s opinion, would inhibit the development project and the
opportunities for community betterment that are available through the proposed PD project.
A complete list of zoning standards that would not be met by the proposed SIP and the location(s)
in which such exceptions/base standard modifications would occur.
Phasing schedule, if more than one development phase is intended.
Agreements, bylaws, covenants, and other documents relative to the operational regulations of the
development and particularly providing for the permanent preservation and maintenance of common
open areas and amenities.
A written description that demonstrates how the SIP is consistent with the approved GDP and any and all
differences between the requirements of the approved GDP and the proposed SIP.
I hereby certify that to the best of my knowledge all required application materials are included with this
application. I am aware that failure to submit the required completed application materials may result in denial or
delay of the application request.
Applicant’s Signature (required): _________________________________ Date: _____________________ 11 / 14 / 2022
Page 12
Project Summary
The Tru by Hilton is being jointly developed and sponsored by Kraig Sadownikow of American
Construction Services (located in West Bend, Wisconsin), Kinseth Hospitality Company (KHC) an
Iowa based hotel development and management company. These are the same sponsors of the
TownePlace Suites by Marriott that opened in December of 2021.
The success of the TownePlace Suites by Marriott has led the sponsors of this project to pursue the
development of the select service Tru by Hilton at this location in Oshkosh. We believe there will be
many benefits to both the TownePlace Suites and the Tru by Hilton thru cross marketing and sales
initiatives for the properties, and an economy of scale of operation provided to both hotels.
Operating metrics for the TownePlace Suites by Marriott in Oshkosh, indicate that there has been a
substantial increase in the operating metrics for the property in the most recent months, and we expect
these positive results to continue into the future for the property due to a reduction in COVID related
emergency events, continued growth of business community in the Oshkosh area that are demand
generators for hotel occupancy, superior management of the asset by Kinseth Hospitality, the strong
brand affiliation with Marriott Corporation, and an excellent location of the property.
Tru Hotels by Hilton is a newly created brand within the Hilton Corporation franchise ‘family’ of hotel
brands, that includes Hampton Inn and Suites, Hilton Garden Inn, Homewood Suites, Home2Suites,
Doubletree Hotels, Embassy Suites, and of course Hilton Hotels. The Tru by Hilton brand is targeting
all age groups seeking a “new - connected hotel experience”, but with a design concept that comes from
a “millennial mindset”. Hilton Corp reports that 178 Tru by Hilton properties are now open, and Hilton
Corp has over 275 Tru properties in the development process at this time. The first ground-breaking of
a Tru by Hilton took place on 3/15/2016 near Atlanta, Georgia, making this a very fast growing, and
sought-after hotel brand in the hotel development community.
Kinseth Hospitality owns and operates Tru by Hilton properties in Brookfield, WI., St. Charles, MO.,
Cedar Rapids, IA., and Cheyenne, WY., giving Kinseth Hospitality a track record of constructing,
opening and operating Tru by Hilton hotels. Kinseth Hospitality also has a Tru by Hilton under
development in Lincoln, NE and Janesville WI. A section of this booklet is dedicated to a description
of the Tru by Hilton brand.
The plan for the development of the Tru by Hilton calls for the formation of a new single purpose,
limited liability company for the express purpose of constructing and owning the property. The newly
formed LLC will purchase the approximately 2.18 acres of land for the development of the hotel.
American Construction Services will obtain the entitlements for construction of the property and will
act as the Architect and General Contractor for the hotel, and Kinseth Hospitality will complete the
purchasing and installation of the FF&E for the hotel, undertake the pre-opening sales and marketing
and operational training, and then operate the hotel as a Tru by Hilton.
Upon the completion of construction, the property will consist of:
* 90 guestrooms (including handicapped accessible units).
* 2.18 acres of land.
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* Four-story, wood frame construction with interior corridors.
* Large and expansive lobby/breakfast area.
* Indoor swimming pool and outdoor firepit area.
* Cardio exercise room.
It is anticipated upon acquisition of the land, the new entity will begin construction on the property in
the spring of 2023, based upon Tru by Hilton specifications. Construction is expected to be completed
within approximately fourteen months of closing on the property, and it is anticipated the property
opening as a Tru by Hilton May/June of 2022.
As mentioned earlier Kinseth Hospitality developed, owns and operates Tru by Hilton properties in
Brookfield, WI., Cedar Rapids, IA., St. Charles, MO., and in Cheyenne, WY.; giving Kinseth
Hospitality the development and operational experience to manage the proposed Tru by Hilton in
Oshkosh.
Also, most recently, Kinseth Hospitality has a Marriott - TownePlace Suites hotel under construction in
Oconomowoc, WI., with American Constructions Services as a development sponsor and build-to-suit
General Contractor/Architect in both locations. In addition Kinseth Hospitality has a TownePlace
Suites by Marriott under construction in Middleton, WI., with a separate, Madison, WI., based
investment group. Via the development, construction and operations of the above Marriott branded
hotels, Kinseth Hospitality has the knowledge and experience to build and manage the proposed Tru by
Hilton in Oshkosh, WI. American Construction Services, (ACS) based in West Bend, is expected to
be the Design/Build, General Contractor for the proposed Tru by Hilton -Oshkosh, and was also the
General Contractor and Architect (Design/Build firm) for the existing TownePlace Suites developed,
and now owned and operated in Oshkosh, WI. American Construction Services has extensive
experience with the design, and the construction of many Marriott and Hilton hotels in similar
Wisconsin and Midwest markets.
It should be noted that Kinseth Hospitality and American Construction Services are sponsors and
development partners on the following new hotel developments in the Midwest over the last sixteen
years, overseeing the development process, construction and operation of the following open
properties: Hampton Inn & Suites – West Bend, WI.; TownePlace Suites – West Bend, WI; Hampton
Inn & Suites – Grafton, WI; TownePlace Suites – Grafton, WI; Sleep Inn & Suites – Milwaukee
Airport, WI; Home2Suites – Menomonee Falls, WI.; TownePlace Suites – Janesville, WI; Hampton Inn
& Suites – Minooka, IL; TownePlace Suites – Minooka, IL; Avid Hotel by IHG – Monona, WI (this
property was developed and opened and is operating as a joint-venture with Galway Company/Kinseth
Hospitality/and American Construction Services); and the Hampton Inn & Suites – Hudson, WI. This
established partnership between Kinseth Hospitality and American Construction Services (and with
Galway Company at the Avid hotel in Monona, WI., and the TownePlace Suites in Janesville) has
resulted in many successful new development projects with Marriott, Hilton and IHG hotel brands that
will be replicated in Janesville with the development, construction and operation of the Tru by Hilton.
Kinseth Hospitality and American Construction Services also have new hotel projects in the
development phase in Oak Creek, WI, West Allis, WI., and in Minooka, IL.
Through the development, construction and operation of the above mentioned properties, American
Construction Services and Kinseth Hospitality are well qualified with Hilton Corp to undertake the
Page 14
development, construction management and operational management responsibilities of the proposed
Tru by Hilton hotel in Janesville.
Tru by Hilton Facilities and Hilton Corp Brand Information
The hospitality project proposed for development is a prototypical, four-story, wood- framed
constructed, 90-unit, Tru by Hilton hotel.
The Tru by Hilton brand is one of eighteen brands of Hilton Hotels Corporation. Other Hilton brands
include Conrad Hotels & Resorts, Hilton Hotels, LXR Hotels, DoubleTree Hotels, Signa by Hilton,
Embassy Suites, Homewood Suites, Hilton Garden Inn, Home2 Suites, Tapestry, Tempo, Canopy,
Curio, Motto and Home2Suites by Hilton. Also included in the Hilton family portfolio of brands are
Hilton Grand Vacations and an assortment of properties through its luxury Waldorf Astoria
Collection™, which includes the Waldorf Astoria New York, the Grand Wailea Resort, the Arizona
Biltmore Resort & Spa, and a number of other national and international properties. As of the second
quarter 2021, Hilton Worldwide has become one of the fastest growing, world-wide, hotel companies;
Hilton Worldwide has almost 6,100 hotels in 118 countries and territories.
The Tru by Hilton brand is supported by the Hilton Worldwide infrastructure and distribution system,
which includes the Hilton Worldwide Reservation System and the Hilton HHonors® rewards program
designed for frequent business travelers who stay at any of the Hilton brand hotels. Hilton HHonors
offers members the ability to earn both points and airline miles for their stays at approximately 6,100
properties worldwide. Gold and diamond members get complimentary room upgrades, free Wifi,
bottled water, and breakfast at some properties. Hilton HHonors® reportedly has over 108 million
members and over 100 strategic partners, making it one of the top frequent guest-stay programs
available to hotel travelers.
Tru by Hilton is best described as a hotel chain aimed at attracting tech-savy travelers looking for
features not found in traditional economy or midscale hotel chains. The Tru by Hilton prototype has a
larger hotel lobby that features many high tech systems such as a digital check in feature and interface
points with guests in the hotel. It is a midscale brand that competes with other economy or midscale
lodging chains such as Holiday Inn Express, Country Inn and Suites, Comfort Suites and Fairfield Inn
and Suites.
The Tru by Hilton brand was launched at the Americas Lodging Investment Summit (ALIS)
Conference in Los Angeles in January of 2015. Ground was broken on the first Tru by Hilton in
suburban Atlanta on 3/15/2015, and Hilton Corp has opened 178 Tru by Hilton hotels, and has over 275
properties with the development pipeline since that time. Hilton Corp’s largest franchise hotel brand is
Hampton which has about 2,100 properties with over 200,000 rooms; CEO for Hilton Christopher
Nassetta has said that he expects there to be more Tru by Hilton locations open than Hampton Hotel
location in the future.
With a bold décor featuring broad swaths of turquoise and orange along with large graphics, Tru by
Hilton appeals to travelers on a budget who prize amenities such as digital room keys and lobby space
to work in, or hang out. The design of the hotel has a strong appeal to millennial ‘minded’ travelers.
Page 15
Tru has a lobby space that is much larger than a typical midscale or economy branded hotel. At
approximately 2,800 square feet in size the lobby called “the Hive” and features zones for ‘eat’ (free
breakfast, coffee station, snacks and adult beverages), ‘work’ (a quite area with cubicles); ‘play’ (area
with ping-pong, foosball, and electronic games); “lounge” with high backed chairs and hammocks for
relaxing); and there is also the ‘command center’ where guests will find the typical functions of the
hotel front desk located. A frosted glass and wood slat wall will separate the fitness center with
treadmills and weights from the “the Hive”.
Guests will have a choice of two room types, with either a king bed of 231 square feet, or two queens
with 275 square feet; smaller guestrooms than a typical Hampton Inn would feature. Hilton Corp
planned for smaller guestrooms as they expect the typical Tru by Hilton guest to be involved with
activities in “the Hive” versus staying in the guest room. Each guestroom will have a large, 55-inch
television and will feature free internet service. Guestroom baths will feature a shower and a bright,
well-lit space. The design and furniture package of the guestroom and bath save costs in the overall
development of the hotel.
Typically midscale and economy hotels that Tru by Hilton is expected to compete with directly tend to
have a poor image from ‘road warriors’ who travel extensively for their employment. Tru by Hilton is
expected to fill a void in the midscale and economy segments of the hotel industry by offering a
product to travelers on a budget, or who are looking for value-based lodging. Again, Chris Nassetta of
Hilton Corp is quoted as saying: “This space is ripe for disruption – none of the major hotel chains are
competing in this segment”.
Given the wide acceptance of the various Hilton Corp brands internationally, the proposed Tru by
Hilton is projected to be a market leader among all the economy and midscale hotels in the Greater
Janesville hotel marketplace. We anticipate the Tru by Hilton to be a clear first choice for mid-scale,
travel-savvy guests, who prefer the look, ambiance and amenities, of a customized guest experience.
The well-established ‘Hilton’ name, its worldwide reservation system, and the Hhonors frequent guest
stay program will support a premium occupancy and average daily rate in both the commercial and
leisure demand segments in the Janesville hotel market.
U.S Hotel Industry Outlook
On May 11, 2021, STR and Tourism Economics upgraded the latest U.S. hotel forecast for 2021 and
2022 as a result of stronger than expected demand to date in 2021 as shown in the table below. Their
projection is that full recovery of demand will still occur in 2023 while close to complete recovery of
RevPAR (revenue per available room) is still projected for 2024. This upgraded projection comes as
“an effective vaccine rollout and generous fiscal stimulus will drive the fastest single-year economic
expansion in nearly 40 years”, according to Adam Sacks, Tourism Economics President, “and leisure
demand is gathering strength with substantial recovery in sight for many markets”. Transient, group,
and international travel will continue to be slow to recover. STR president Amanda Hite indicated that
while leisure demand continues to be the primary source of demand, improving weekday occupancies
indicate that business travel is returning.
Page 16
U.S. Forecast – 2020 (Actual), 2021 (F), 2022 (F)
Key Performance Indicators
Metric 2020 Actual 2021 Forecast 2022 Forecast
Occupancy* 41.6% 53.3% 60.1%
ADR $103.00 $109.47 $117.34
RevPAR* $42.88 $58.39 $70.57
RevPAR compared
to 2019
(50.1%)
(32.0%)
(17.9%)
*Reflects Total-Room Inventory (TRI), which assumes no temporary hotel closures
Source: STR and Tourism Economics 5/11/2021
CBRE at the end of March 2021 revised their projection for the same reasons as STR and Tourism
Economics – the rollout of vaccines and stimulus money has accelerated the projected occupancy level
of U.S. hotels for the second half of 2021, according to CBRE Hotels Research’s February 2021 Hotel
Horizons Report released in late March 2021. The projected occupancies for 2021-2025 compared to 67.0
percent in 2019 and 41.7 percent in 2020. CBRE’s forecast still shows a return to 2019 ADR and RevPAR
levels in 2024, but in general lower-priced chain scale segments will recover sooner than higher-priced
hotels, in urban locations.
CBRE U.S. Hotel Performance Forecast
Year
Occupancy
ADR
RevPAR
RevPAR
YOY Change
% of 2019
RevPAR
2021 49.1% $99.46 $48.81 13.6% 55%
2022 61.7 113.21 69.85 43.1 78
2023 65.1 127.02 82.65 18.3 93
2024 65.5 136.63 89.51 8.3 101
2025 65.2 143.07 93.27 4.2 105
Source: CBRE Hotels Research, Kalibri Labs
In addition to the two factors of vaccines and stimulus funds, CBRE also sees the $1.9 trillion Covid
package providing a boost to lodging demand and providing assistance to hotel owners with much need
financial assistance. Another factor to consider coming out of this pandemic is a reduction in the
growth of traditional lodging supply. A combination of permanent closures and fewer projects starting
construction has resulted in CBRE projecting that supply growth will remain below 1.0 percent through
2023.
Announcements that occupancy and gathering-size limits for businesses and events have been lifted all
point to positive signs that business is beginning to return to somewhat “normal” levels in Wisconsin
and the surrounding states.
Most recently, news of improvement in the U.S. hotel business is featured in an article dated August
20th, 2021, in “Hotel Management Magazine”, STR reported: “The U.S. hotel industry reported all-time
monthly highs in average daily rate and revenue per available room, according to July 2021 data from
STR. Occupancy was 69.9 percent, down 5.5 percent compared to July 2019; but average daily rate
Page 17
was $143.30, up 6 percent from 2019, while revenue per available room was $99.71, up 0.2 percent
from July of 2019”. We expect incremental increases in the U.S. hotel metrics to keep increasing as
has been the case during 2021.
Due to travel restrictions from the COIVD-19 pandemic, occupancy and average daily rates have
declined as can be reviewed in the Smith Travel Research report that is included within this booklet for
the Janesville competitive set of hotels. However, we do believe that by the time the subject Tru by
Hilton opens in early-2023, that occupancy rates and average daily rates will have rebounded to pre
COVID-19 levels in the Janesville competitive hotel market set of hotels. Given that Janesville is more
of a suburban located hotel market, in a “drive-to” location with numerous commercial and
tourist/leisure demand generators along Hwy I-39/90, we believe there will be a strong return to hotel
demand in this market. Also, select service hotels are capturing a higher percentage of occupancy
during the COIVD-19 pandemic than typical full-service hotels or hotels dependent upon group and
meeting clientele, located in the top metro areas in the United States.
KHC utilizes a Corporate Director of Sales and District Operations Manager to guide and oversee each
hotel in its portfolio. Corporate oversight will start with pre-opening marketing and sales activity
including sales blitzes of area businesses. This focus will continue through monthly reviews of sales
goals and activities. A marketing plan will be defined, and the hotel’s general manager and sales
director will be responsible for making sales calls to local businesses, courting the leisure, meetings,
and business markets. The general manager and sales director will also be responsible for public
relations as well as networking with area businesses, university, and government officials. In addition,
KHC will cross market the property with over 100 other business units and more than 50 sales
representatives’ through-out the organization. The sales and marketing activities at the Tru by Hilton
will also be supported and augmented through Kinseth Hospitality’s ownership and management of the
existing TownePlace Suites by Marriott already operating in Janesville.
It should be noted that American Construction Services has provided architectural and general
contracting services on many hotels within the KHC portfolio, included the Hampton Inn and Suites in
West Bend, Grafton, and Hudson, Wisconsin; and the Home2Suites in Menomonee Falls, Wisconsin –
all Hilton branded hotels. KHC has a long standing relationship on hotel development projects with
Galway Companies and American Construction Services as sponsors of the Avid Hotel by IHG in
Monona, Wisconsin, and the TownePlace Suites in Janesville. These past relationships and joint
ventures on past hotel developments will ensure the success of the subject Tru by Hilton in Janesville.
As mentioned earlier, the new Tru by Hilton is anticipated to start construction in the spring of 2022,
with a completion and opening date in the spring of 2023. We believe this hotel will be very successful
as it combines a great location and design, with one of the industry’s strongest hotel organizations –
Hilton Hotels Corp. Coupling the superior location and branding with outstanding Kinseth
Hospitality’s management will drive success for guests, the community, employees and investors alike
at this location.
KINSETH HOSPITALITY
Page 18
The Kinseth Hospitality Company (KHC) is in the business of building, managing, owning, and
operating hospitality assets. The principals of Kinseth Hospitality have been in the hotel business for
over 40 years and have expertise in every facet of hotel and restaurant operations. Kinseth Hospitality
Companies current organization is comprised of 100 hotels with locations in Alabama, Indiana, Iowa,
Illinois, Louisiana, Minnesota, Missouri, Kansas, Nebraska, Oklahoma, Texas, Wyoming, and
Wisconsin.
KHC has earned many operational and civic awards including: Holiday Inn Torch Bearer
Awards for new hotel development, Ramada’s Gold Key Award, Howard Johnson’s Property of the
Year, Best Western Director’s Award, and Bennigan’s President Award for Operational Excellence.
Attached to this business plan is a corporate brochure on the organization, which includes a listing of
all the KHC hotels and brands we operate. KHC manages hotels and restaurants for it’s own portfolio
as well as for those of private investors and institutions. Our ongoing success stems from a successful
hands-on style of management, as we believe it is important to remain close to all aspects of the
businesses we operate.
Our goals as a company are to provide exceptional lodging value for our guests, growth opportunities
for our employees, and superior economic growth in terms of asset appreciation and cash flow for our
investors. Our focus of future growth will be on managing hotels for investors and institutions,
developing joint ventures with investors, and purchasing distressed hotels/motels.
KHC manages hotels for its own portfolio as well as those for private investors and institutions. In its
management role, KHC assumes full and complete responsibility for the management and operation of
its properties. Our ongoing success stems from an intense hands-on style of management and
management information systems that generate operating statistics, revenues, and costs on a daily basis.
We believe it is important to remain close to all aspects of the business we operate. Kinseth Hospitality
brings many proven systems of operations to each hospitality asset. These include the following:
Strong Financial Management System – Kinseth Hospitality has a strong system of financial
management and control that includes centralized accounting and cash management. We also have a
strong daily flash reporting system, daily labor cost reports, and daily P&L capabilities for use by our
managers and supervisors. In addition, our financial statements are supported by a strong, detailed
budgeting process with extensive comparative data.
Sales and Marketing – Kinseth Hospitality has tremendous expertise in the marketing of hotels and
restaurants. These efforts are supported by a corporate sales and marketing staff consisting of a
Corporate Director of Sales and Marketing and a Marketing Manager who monitor, train and develop
our sales team. We use the state of the art Sales Pro sales and marketing software to assist hotels with
sales contract administration and sales productivity at the property level.
Renovation and Construction – Kinseth Hospitality initiates a large amount of renovation and
construction each year. Kinseth Hospitality has extensive experience in renovating hotels and
restaurants. The company has been involved in many renovation and construction projects geared
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towards reflagging and repositioning hotels and restaurants. In addition the company has built
numerous new properties
Operational Control and Purchasing System – Kinseth Hospitality has pre-negotiated many national
contracts for the purchase of supplies and food, and also maintains an ongoing, strong purchasing
program through a purchase order system. These systems are designed to control expenditures at the
property level and geared toward maximizing all dollars by ensuring that all expenditures go through an
authorization and approval system. Additionally, Kinseth Hospitality’s affiliation with many hotel
brands allows us to leverage national contracts to the greatest benefit, and allows us to find the lowest
prices available.
Supplemental to the above information, a KHC brochure is included which contains additional
information on our companies.
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CITY OF OSHKOSH
PO BOX 1130
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NORTH KOELLER STREET HOTEL
ASSOC LLC
2 QUAIL CREEK CIR
NORTH LIBERTY, IA 52317
MARC A/MARLEEN FACUNDO
1803 OSHKOSH AVE
OSHKOSH, WI 54902
AMANDA M GUMM
1743 OSHKOSH AVE
OSHKOSH, WI 54902
RYAN C SMITH/SUSAN D
LARSON
1735 OSHKOSH AVE
OSHKOSH, WI 54902
HEAVEN SENT INVESTMENTS
LLC
155 E FANTINEL BLVD STE D
SPRINGDALE, AR 72762
PRIME SPACE LLC
905 GEORGE ST #214
DE PERE, WI 54115
DONALD G/RONECKA L
BRUNNER
1811 OSHKOSH AVE
OSHKOSH, WI 54902
LAKE SHORE DEVELOPMENT OF
OSHKOSH LLC
230 OHIO ST 200
OSHKOSH, WI 54902
STEVE HOOPMAN
5105 I AH MAYTHA
OSHKOSH, WI 54901
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1 in = 500 ft1 in = 0.09 mi¯0 OSHKOSH AVE0 OSHKOSH AVE
City of Oshkosh maps and data are intended to be used for general identification purposes only, andthe City of Oshkosh assumes no liability for the accuracy of the information. Those using theinformation are responsible for verifying accuracy. For full disclaimer please go towww.ci.oshkosh.wi.us/GISdisclaimer
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C:\Users\Public\Desktop\2020 Plan Commission Site Plan Map Template.mxd User: hannahs
Prepared by: City of Oshkosh, WI
Printing Date: 10/31/2022
1 in = 100 ft1 in = 0.02 mi¯0 OSHKOSH AVE0 OSHKOSH AVE
City of Oshkosh maps and data are intended to be used for general identification purposes only, andthe City of Oshkosh assumes no liability for the accuracy of the information. Those using theinformation are responsible for verifying accuracy. For full disclaimer please go towww.ci.oshkosh.wi.us/GISdisclaimer
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