A closer look at proposed Morristown hotel–in 3D

LIGHT MOMENT: Cambria's Ronald Antonucci and lawyer Frank Vitolo. Photo by Kevin Coughlin
LIGHT MOMENT: Cambria's Ronald Antonucci and lawyer Frank Vitolo. Photo by Kevin Coughlin
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Video: 3D animation of proposed Cambria hotel

By Kevin Coughlin

Planning board meetings can be pretty dry affairs, larded with confusing drawings and interminable testimony from engineers, traffic experts and the like.

But everyone perked up Thursday night when an architect presented a 3D animation showing exactly how a Cambria hotel proposed for Morristown’s Market and Bank streets will look if the board approves it.

Architect Scott Rosenberg, center, is flanked by Morristown planning board member Debra Gottsleben and lawyer Frank Vitolo. Photo by Kevin Coughlin
Architect Scott Rosenberg, center, is flanked by Morristown planning board member Debra Gottsleben and lawyer Frank Vitolo. Photo by Kevin Coughlin

The animation only ran a few minutes. But it took about two weeks to produce, said the architect, Scott Rosenberg.  It incorporated information from Google Earth, he said, and was created with software called SketchUp.

Board members also heard lots of numbers, and the company’s rationale for erecting a seven-story, 117-room “boutique” hotel in a town with three hotels nearby.

“Our market analysis says that a Cambria Hotel & Suites in Morristown, New Jersey, will work,” said Ronald Antonucci, who would oversee daily operations of the hotel.

He predicted 70 percent occupancy, with weekday corporate customers comprising about 70 percent of the business and the remainder coming from millennials and weekend leisure travelers taking “stay-cations” close to home. Rooms are anticipated to cost $155 to $165 per night.

Ronald Antonucci, left, and attorney Frank Vitolo at Morristown planning board. Photo by Kevin Coughlin
Ronald Antonucci, left, and attorney Frank Vitolo at Morristown planning board. Photo by Kevin Coughlin

Antonucci added that the hotel intends to rent bicycles to guests who wish to explore Morristown.

The hotel will employ between 28 and 32 people, and management aims to hire locals, most of whom “will walk to work,” Antonucci said.

At the request of Mayor Tim Dougherty, the hotel team agreed to stipulate its “hire local” preference in writing.

The Mayor also questioned whether Cambria’s nine suites would be used for extended-stay guests.

Antonucci said the hotel had no policy on that, although suites would not have stoves or large refrigerators typically found in places that cater to longterm guests, according to Rosenberg.

Morristown Planner Phil Abramson fields question from resident. Photo by Kevin Coughlin
Morristown Planner Phil Abramson fields question from resident. Photo by Kevin Coughlin

Morristown’s zoning sets 30 days as the maximum stay in a hotel room, said town planner Phil Abramson.

Cambria hotels are community-minded, Antonucci said. The Cambria in Allentown, PA, feeds 4,000 children on Christmas Eve and gives each a toy, he said.

In Morristown, he expects to create package deals with local businesses to entice visitors.

The hotel project needs variances to exceed six stories (the Bank Street side would rise seven stories), to exceed 80 percent lot coverage (their proposed 86,000-square-foot building would cover the entire lot), and to reduce parking requirements.

LIGHT MOMENT: Cambria's Ronald Antonucci and lawyer Frank Vitolo. Photo by Kevin Coughlin
LIGHT MOMENT: Cambria’s Ronald Antonucci and lawyer Frank Vitolo. Photo by Kevin Coughlin

Morristown also requires 214 off-site parking spaces. Cambria, represented by Morristown attorney Frank Vitolo, is asking to provide only 65 spaces, at the Dalton garage on Cattano Avenue.

Valet service would shuttle guests’ cars between the hotel rear entrance on Bank Street and the garage.

Plans call for a 1,400-square-foot pool, a 733-square-foot fitness center, and seating for 90 in Cambria’s proposed restaurant, lounge and lobby.

In addition to nine suites, there would be 62 rooms with king-size beds, and 46 with double beds, said Antonucci, who worked at the Westin Governor Morris hotel from 1978-80 and said he’s helped run 24 multi-branded hotels in his career.

Testimony will resume at the planning board’s Jan. 26, 2017, meeting.

MORE ABOUT THE CAMBRIA HOTEL PROJECT

 

 

23 COMMENTS

  1. Look at the renovation of the Elks building and how attractive its becoming, after remove the “modern” alterations from a past attempt to modernize the building. How often today’s improvements become tomorrow’s eyesores. The historic Market Street Mission and the firehouse are well maintained. This is Market Street today with a new 6 story law office on what had been the blighted corner. A giant 7 story “modern” hotel in the middle of the block, won’t return the street’s character, just like buying out the local shops and leaving them vacant for so long, may have helped the blight pictures but did not help the neighborhood.

  2. This reminds me of the similar video produced by the Transit Village developers, in which you could barely see their proposed building from most angles. How’d that work out when we moved from virtual reality to real reality?

  3. @JRR …. I recall knowing the Morristown of the early 2000’s that no one wanted to be in. Now its hot and still has some character. These buildings here NEED to go. They are vacant and derelict.

  4. They may be squeezing this building in, but they need to do something on that spot; it looks like Detroit right there.

  5. How ironic that the Morristown that everyone wants to move to is the one that their presence helped to destroy. I am honored to have known it before the wanton development mania.

  6. I’ll stand by my record. Redevelopment requires balancing the needs of developers and those of the residents and taxpayers.

  7. Again – there is NO parking. Especially if the Wash’s get their bar a block over. And the Mayor’s request that there be something in writing regarding “local” hiring? You can’t do anything to enforce that. It’s nothing more than a suggestion…or rather a way to get this project through.

  8. Jeff with no last name, obviously knows little about me or my background. I am grateful to be Morristown resident. Fighting to preserve a livable Morristown for future generations has been my goal and fortunately many of those goals have been met. The bad examples remain to remind us not to repeat the errors of prior generation. Our community is special because many citizens, unafraid t speak their minds, have fought to protect it..

  9. Please, everyone, we’ll all be better served by discussing the merits of these projects, and not making it personal. Everyone is entitled to his or her opinion, and robust discussion is welcome. Reasonable people can disagree…agreeably. Thanks to everybody for sharing their thoughts on these projects, which will shape this community for generations to come.

  10. Just to look at you margret brady, I would have to guess that you have
    endured a life of ceaselessly being marginalized and rejected by
    others. Good Lord, it is no wonder you are bitter, ma’am. I will pray for you
    though.

  11. I like the look and concept. There are still old folks who are stuck in the 1960s, but they no longer matter. I had to comment on Margaret Brady on the YouTube video.

  12. This building will be adjacent to the historic Market Street firehouse. Taller and closer to the sidewalk than any other building on the block. Even the Epstein condos were required to be set further back from the curb and have the upper stories set back even further. The architect did a masterful job of squeezing a building twice the size it should be on a tiny lot. There was no actual parking analysis or counts just a proposal that 70% of the clients and employees would not drive. If that is now an established trend, I wonder why our parking is so scarce and our garages are so full.

    Look at the building currently under construction for Fox and Rothchild, on the triangle and picture this building even taller and with less open space next to the not yet constructed apartment building already approved between this hotel and the triangle building. Jeff needs glasses and some common sense.

  13. This is beautiful! I’ve lived in the area for almost a decade and the buildings have always been an eye sore and would run out of business. I’m afraid to walk past at night cannot wait for this come!! I hope it looks as nice on the inside as it looks on the outside for a good excuse to send my in-laws when they visit:) Kudos to Morristown the new hotel will certainly be an exciting addition!!

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