A Shoppable Stay Experience + Neighborhood Destination
Welcome to the roadside revival.
We’ve set out to revitalize roadside Americana through innovation in technology and real estate, at the intersection of retail, design, and hospitality.
Today’s market opportunity.
Current hospitality options at-large are dull and mass produced, and are missing the mark for today’s travelers and consumers, who have higher expectations than ever before.
Gallery fees are too high. Maker Markets are too much effort, with not enough pay off. Social media is a time suck. Artists need to spend more time in their studios and less time marketing themselves.
As previously overlooked cities rise in popularity and staycations remain on trend, opportunity abounds to capitalize on breathing new life into nostalgia inducing Real Estate.
Traditional industry lines are blurred. New ecosystems are forming around the evolving retail and hospitality industries. The lines are blurring between the two as the next generation seeks equilibrium in all aspects of their lives: live and work, analog and tech, brand and personal, global and local.
Today’s travelers and consumers are curious, design-conscious, and on the hunt for a distinctly dierent experience: one that blends their style, their ethos, and their lifestyle.
Today’s traveler expects more.
stay local
90% Of 18- to 29-year-olds in the US take commitment to ethical travel into consideration when booking a trip. Ethical travel is no longer relegated to the hippie fringe, it is mainstream and expected by Gen Z and millennial travelers.
Oversaturated with self-care, today’s global population is searching for ways to spark joy with their disposable dollars and free time. They want meaningful connections and delightful surprises from brands.
Travelers are going o the beaten path to previously overlooked cities, often opting for closer-to-home destinations within driving distance or even staycations within their own home city.
...especially in a Post-COVID world.
shop l smal
72% According to a 2020 report by Vox Media, people say the pandemic has led them to feel more unity with their community (55%), and 72% are seeking out more info on how to support local businesses.
Travel in a post-covid world is shifting...people are staying local. Bloomberg reports that since the pandemic began, the percentage of bookings within 200 miles -- a round trip travelers can typically complete on one tank of gas -has grown to more than 50% since May 2020.
A global survey from Ernst & Young found that 42% of consumers believe the way they shop will fundamentally change as a result of COVID-19, including 34% indicating they would pay more for local products.
A reimagined, mixed-use hospitality concept. We are buying and restoring a historic motel located on the highly traďŹƒcked and storied West Colfax Avenue. The Colorado landmark that opened as White Swan Court in the 1940s and today operates as The White Swan Motel, will be rebuilt to pay homage to the site’s history and designed with a progressive lens for boutique hospitality and conscious consumerism.
Retail, meet hospitality.
We will layer in a shoppable experience to a design-forward gathering and lodging destination that fulďŹ lls expectations of the modern traveler and consumer while supporting our local artists and makers.
The guest rooms are shoppable. 25 keys will be uniquely designed and furnished with locally-made items. Everything from the art on the walls to the furniture and decor, down to the literal sheets on the bed are made-in-Colorado and available for sale. Shoppable bits can be bought during a stay at a discount or at any time onward in-app, online, or in-store.
It’s a shop you can stay in...and then some.
We’re building a crossover between design and retail that creates a passive, localized shopping experience. Guests may get up from the bed and think ‘that was awesome’ or check-out still thinking about certain things in the room that would be perfect for their own home. ...by staying, you get to try before you buy.
We’re putting a modern spin on a classic. We’re inspired to create a destination that evokes nostalgia...yet will be like nothing ever experienced before. Our next-gen motel holds onto the vintage aesthetics and mom-and-pop atmosphere of the 1950s and 1960s original, but has a glossy ďŹ nish with artisanal interiors, locally-sourced goods and tech-based amenities, catering to millennial and Gen-Z values.
Introducing: The Sursy Motel Our mixed-use development will include the build out of 25 bespoke, shoppable guest rooms, a whiskey bar, a commercial kitchen inside a shipping container, an upscale laundromat and coee shop with an upstairs art gallery and retail, oďŹƒce, and private event space.
The Sursy Motel / Site Plan SITE PLAN KEY
G
C-2 A1-3
F1-3
A-1 A-2 A-3
Design Office / Retail Group Stay Room 25 Group Stay Room 25
B-1 B-2 B-3
Whiskey Bar Group Stay Room 24 Group Stay Room 24
C-1 C-2
Standard Rooms 1-10 Rooftop Gathering
D-1
Deluxe Rooms 11-15 Premium Rooms 16-18 Deluxe Rooms 19-23
D-2
E
D-2
B1-3
E
Commercial Kitchen Greenhouse Event Space
F-1 F-2 F-3
Coffee Shop, Laundromat Art Gallery / Residence Owner’s Residence
G
Food Truck Parking / Drive Aisle
The Guest Rooms.
C-2
D-2
A1-3
B1-3
10 STANDARD Rooms.
Available in a variety of oor plans with creative sleeping arrangements, intended to accommodate 2-4 overnight guests per room.
10 PREMIUM Guest Rooms.
Available in a variety of floor plans, each with a kitchenette, intended to cater to guests staying for a week or more (or simply the ‘home chef’ type).
3 DELUXE Guest Suites.
2-story guest suites with kitchenettes, each with access to a semi-private outdoor rooftop lounge and equipped with dedicated workstations to accommodate business travelers. Bonus? You can book two or all three Deluxe units to be adjoining for a larger group.
2 GROUP STAY Guest Suites. Floor 2 and 3 of both Building-A and Building-B operate as duel level 3b / 2ba ‘Group Stay’ motel rooms. The mirrored footprints each offer accommodations for up to 10 Guests and come complete with full kitchens, western-facing covered patios, and ample gathering space. A1-3
B1-3
The Whiskey + Cocktail Bar.
B1-3
The White Swan WHISKEY BAR. The ground oor of Building-B is an intimate cocktail bar designed to be a destination for locals and for travelers. The cozy ~1200sqft Whiskey Bar will carry the namesake of the historic motel, and serve made-in-Colorado cocktails and accoutrement.
Let’s bring back (and level up) the dive bar. As the dives of yesteryear dwindle, we’re creating a design-forward space to fill the void. It’s a dive bar elevated to a quirky neighborhood watering hole with a focus on quality, small-batch cocktails and locally sourced ingredients...with no pretentious vibes.
The Retail Shop + Design OďŹƒce.
A1-3
The Sursy STUDIO + The Sursy SHOP. The ‘boutique bodega’-style ground floor of Building-A functions as both office space for The Sursy’s interior design arm and as an eclectic brick-and-mortar shop selling artisan home furnishings, decor, and a sampling of local provisions (many of which are featured in the shoppable guest rooms). The Studio and the Shop are service providers to the motel and to the hospitality group at large.
The Greenhouse Gathering Space.
A1-3
E
It’s a greenhouse, and then some.
An on-site greenhouse, built in partnership with Colorado-based company, Ceres, houses a variety of for-purchase plant varieties and is an incubator for herbs and microgreens used for in-house F&B operations and sold to independent restaurants around Denver and surrounding metros.
The Sursy SOCIAL CLUB. The Greenhouse serves as a gathering / co-working space for motel guests and local Social Club Members and is available for private event rentals. Our event calendar is packed with weekly events ranging from intimate gigs with on-the-rise musicians, raucous disco nights and mind-blowing cabaret, to panel discussions, farm-to-table dinners, creative master classes, and themed trivia nights. Discounted tickets are available to Guests during their stay and to private Members with full-price ticket availability ďŹ rst-come-ďŹ rst serve to the public.
The Commercial Kitchen.
An adjoining commercial kitchen, built inside a shipping container in partnership with Denver-based RoxBox, facilitates private event support and any F&B operational needs for on-site amenities.
The Laundromat Coee Shop (yes, all in one).
A1-3 F 13
An amenity for neighbors and guests.
This first floor laundromat functions not only place to wash clothes, but also as a small coffee shop (Colorado’s debut Laundre location!) and as an Art Gallery run in partnership with the 40West Arts District.
The A.I.R. Program.
Supporting local is our core mission. The second oor is a 1b/1ba studio that supports our Artist-in-Residence (AIR) Program in partnership with the Rocky Mountain College of Art & Design. This community-based eort is intended to empower artistically inspired students who may have little exposure to impactful artistic and cultural-based career opportunities otherwise.
The Neighborhood.
The 40West Arts District. The Sursy Motel is situated on the ARTLine in the hip 40West Arts District in Lakewood, just an 8 minute drive from downtown Denver, blocks from a new light rail stop, and with easy access to I-70. Our redevelopment plans fit seamlessly into the District’s 2040 vision for the art-centric neighborhood, elevating their efforts to revitalize the historic West Colfax corridor in a cohesive, community-focused way.
The Technology.
The contactless experience is here to stay. We’re enabling guests to customize and truly own their unique stay experience through tech-based operations. Guests will manage their bookings, check-in, and access room and amenity keys digitally, with The Sursy app facilitating an in-room AR shopping experience, smart-device control, ticketing, concierge support, and more.
The Asset and Financials.
Property Summary Report.
The income generating property is in a veriďŹ ed OPPORTUNITY ZONE and is BLIGHT DESIGNATED.
Financial Assumptions. We’re raising ~$3.5M in exchange for equity. ADR of $291 in year one of operation, increasing room rate by 10% for the first three years to account for share of voice growth, then +3%/yr to reflect inflation.
NOI of $585,000 in year one of operation, $730,000 in year two, $835,000 in year three, and surpassing an NOI of $1MM in year six.
Projecting an IRR of 18.75% and a 3.24x return over an 8-Year hold.
60% Occupancy Rate
Opening RevPAR of $175, growing +170% over 5 years in operation.
in year one, increasing conservatively until stabilizing ~85%.
Capital Stack (...using round numbers) ●
Debt Financing (SBA-504)
$5,000,000
●
Equity
$3,500,000
●
Purchase Price / Closing
$2,500,000
●
Construction / Ops
$6,000,000
●
Total Investment
$8,500,000
●
Exit Price
$13,350,000
●
Exit Cap Rate
8%
Meet The Team.
Lauren Richardson Founder / Chief Creative
Nicole Delmage Architect / Partner
Eli Lichtenstein General Contractor
Maria Bock General Counsel
Anna Coltrane CRE / Financial Analyst
Vanessa Zarate, CEcD Economic Development
Allan Clayborn Legal Advisor, IP
Wan Lim Commercial Broker
Kevin Yoshida 40 West, Strategic Advisor
Bill Marino 40 West, Strategic Advisor
The Vision. We will scale our ‘retail meets hospitality’ concept to emerging markets across the U.S., starting with our flagship concept property in Colorado, to become the premiere, design-led experiential hospitality developer and operator in the U.S. We will own, design, and operate unique, historically significant hospitality properties in emerging markets with vibrant artist and maker communities, reviving them and infusing the local culture into the design and the stay experience. Our goal is to build and nurture a real estate portfolio rooted in a passion for innovation in the built world and a mission of supporting local makers, the modern consumer, and the modern traveler by fusing design, retail, and hospitality.
Lauren Richardson Founder / Chief Creative 704.576.9292 lauren@thesursy.com
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