Wednesday evening, Mayor Marge Colapietro presented a proclaimation of partnership and welcome to representatives of ALOFT, the sleek new hotel at 401 E. Millbrae Ave.
"This is a much anticipated event," Colapietro said, referring to the opening of the hotel. "And we look forward to your continued involvement in our community."
Over the past two years, ALOFT has gutted and remodeled the building that Clarion most recently occupied.
"100 percent union labor was used for the construction," Colapietro said, "resulting in local jobs." She said that some of those workers from Millbrae will be hired back for work at the hotel, and other new Millbrae residents will be hired for additional jobs.
Farhad Mortazavi, Millbrae's community development director, was in the crowd of about 75 people at the press conference. He said that reopening the property will ultimately bring in revenue for the city, in part from transit-oriented taxes.
As the Mayor recounted during her speech, the building was first home to the Thunderbolt hotel in 1964, then the Thunderbird in '68, and became a Clarion in '92.
The building now has a fitness center, and an open air patio between a lounge and bar area and a pool, and 253 rooms each with flat screen TVs. The ALOFT brand is marketed toward tech saavy travelers - "the early adopter, the person waiting in line for the next iPhone," as Brian McGuinness, an ALOFT executive.
ALOFT markets itself as "style for a steal," meaning, a hotel experience similar in caliber to a W, which is another brand within the larger Starwood Hotels conglommerate, but for a cheaper price. The advanced booking price for a room with a king bed or two queens goes for $134.
The Millbrae location will be ALOFT's 62nd hotel.
Colapietro proclaimed Sept. 5, 2012 "ALOFTSFO Day" in the City of Millbrae, which was met with resounding applause. After the press conference, ALOFT held a party with live music, food, and drinks from 6 to 9 p.m.
The hotel officially opens Sept. 13.
Tell us in the comments section what you think of the new look and how the new hotel will affect Millbrae.