Hotel Equities and Legendary Capital will convert a Grand Rapids, Mich., hotel from its former franchise to the Ascend Hotel Collection by Choice Hotels International.
The property, to be renamed The Gerald, is owned by Legendary Capital and will undergo a comprehensive renovation with planned completion by the end of 2026.
“Legendary Capital invests in hotels where the bones are strong and the story is real,” Norman Leslie, CEO of Legendary Capital, said in a statement. “Grand Rapids is a growth market with loyal, underserved travelers. Our partnerships with top-tier operator Hotel Equities and franchise brand Choice Hotels position the asset for long-term performance.”
“The Gerald is exactly the kind of property the Ascend Collection was built for: hotels with real identity, authentic history and a genuine connection to their communities,” said Greg O’Stean, chief development officer of Hotel Equities. “Our team has deep experience navigating complex brand conversions, and we are proud to bring that expertise to a market like Grand Rapids.”
Named for President Gerald R. Ford, the hotel will incorporate design elements inspired by the city’s heritage as a furniture manufacturing hub, including walnut millwork, oxblood leather, brass fixtures and ivory plaster finishes. Renovation plans include a redesigned lobby and The Commons, a retail and dining area featuring three food-and-beverage concepts with outdoor seating.
The hotel is located at 3333 28th Street SE, near the Gerald R. Ford Presidential Museum, as well as downtown Grand Rapids’ arts and dining district, Frederik Meijer Gardens and the Grand Rapids Art Museum.
The Gerald joins a growing pipeline of Ascend Hotel Collection properties managed by Hotel Equities, including The Quincy in Washington, D.C. The company also recently announced a conversion near Walt Disney World in Kissimmee, Fla., expected to open as Reflections Hotel, Ascend Collection, later this year.