Plans for Covington's iconic riverfront hotel have shifted significantly, with new ownership abandoning a previously announced partnership with Hard Rock's Reverb brand in favor of Hyatt's new Unscripted Collection flag.
According to an update from the development team, the former Radisson Hotel will now be redeveloped as a boutique-style Hyatt Unscripted property, a move ownership says will provide greater flexibility in designing and positioning the landmark building.
The 18-story cylindrical hotel at 668 W. Fifth St., known for its revolving rooftop restaurant and prominent location just south of the Brent Spence Bridge, was expected to become a 220-room Reverb by Hard Rock Hotel under plans announced last week.
At the time, Miami-based GenX
Capital Partners said it intended to invest roughly $27 million in the renovation alongside Atira Hotels.
Hyatt flag replaces Reverb as owners pursue new hotel vision
Now, managing partner Mark McClure said the ownership group has chosen Hyatt Unscripted instead.
"We have decided to go Hyatt Unscripted for the Radisson acquisition, as they are going to give us maximum design flexibility, marketing support," McClure said in an update provided to The Enquirer.
Ownership views the property as an "iconic" building and plans to create a high-end hotel with a boutique feel and extensive entertainment and food-and-beverage programming.
Name of new hotel to be determined by contest
The hotel will also receive a new name. Ownership plans to launch a public naming contest within the next 10 days to select a permanent identity for the property. The winning entry will receive complimentary hotel stays, restaurant credits and recognition inside the hotel's revolving restaurant.
Coming: 'Fight nights, comedy nights'
Developers are also pursuing entertainment partnerships as part of the repositioning effort.
McClure said the ownership group is finalizing an agreement with former heavyweight boxing champion Lennox Lewis to help promote as many as 20 fight nights annually at the hotel's ballroom. The group is also working to bring national comedy acts, along with local and regional performers, to the venue.
"We'll be doing fight nights, comedy nights...we're going to have a lot of entertainment there,'' McClure said.
McClure said the acquisition remains on track to close by the end of the year or in early January. Rather than shutting down during renovations, the hotel is expected to remain open while work is completed on a floor-by-floor basis.
This article originally appeared on Cincinnati Enquirer: Remade 'iconic' Covington hotel to host boxing, comedy
