Crowne Plaza hotel to return to Adelaide at Frome Central Tower One

ADELAIDE’S projected tallest building, currently under construction on Frome St, is to boast the city’s “newest and best hotel”, says one of the directors from operator IHG.

Frome Central Tower One, incorporating the Crowne Plaza and Adelaidean residential apartments — artist’s impression

ADELAIDE’S projected tallest building, currently under construction on Frome St, is to boast the city’s “newest and best hotel”, says one of the directors from operator IHG.

Just months after upping sticks in the CBD when it ceased its Hindmarsh Square operation, Crowne Plaza will return in 2020 at the Frome Central Tower One — which will also house the residential “Adelaidean” apartments — just metres from North Terrace.

Abhijay Sandilya, senior director of development Australasia at IHG, is confident its new 326-room hotel will capitalise on strong corporate, conference and leisure demand.

“As the city comes alive with the Fringe and Festival, it demonstrates the need for a contemporary, up-scale hotel that embraces both business and leisure travel, with a focus on events,” he said.

Adelaide’s strong brand, which is reinforced by the Mad March sequence of events, helps fuel a demand for recreation in tandem with top-flight hotels, Mr Sandilya said.

“We love Adelaide, the (Crowne Plaza) brand is recognised here. Commercially, it made a lot of sense to bring it here,” he said.

The $12 billion infrastructure spend in Adelaide was crucial to IHG bringing the hotel to the city, Mr Sandilya said, and the deal to return to SA was done quickly.

“The developer, (Theo Samaras-led) Kyren Group, were looking for an operator in the market, we pitched for it, and worked hard on it,” he said. “It was an asset that was already under construction — it was a good result for both parties.” The deal was negotiated by Rob Williamson from Savills (SA).

The mixed-use development will feature ground-floor retail and the Adelaidean, as well as the hotel, which will have a 10th-floor reception, infinity pool, bar, restaurant, gym and parking facilities, plus 600sq m of meeting conference space.

Like the competing Hilton hotels, the Crowne Plaza will not offer a star rating system, preferring to market itself on the quality of its offering, Mr Sandilya said.

Nick Pelvay, director of the Projected Group which is behind the Adelaidean residential sales, expects an uplift for the East End, particularly in light of the recent move west along North Terrace by the Royal Adelaide Hospital.

“Having a prominent hotel in that location will be far better than having a commercial building, because it will add a vibrancy to the ground floor,” he said.

Lord Mayor of Adelaide, Martin Haese, welcomed the announcement.

“With record numbers of interstate and international visitors, Adelaide will benefit from more internationally recognised hotel brands,” he said.

IHG was also responsible for the Holiday Inn Express which opened on Hindley St last year and caters, successfully Mr Sandilya said, for the more pared-back business traveller market.

It also operates 47 hotels in Australia, including the Intercontinental Adelaide.

The 134-metre high Crowne Plaza is the only pipeline hotel currently under construction in the CBD, but may see some of its views thwarted by a planned student accommodation building right next door on the corner of North Terrace.

Developer, Global Student Accommodation, has proposed a $60 million, 680-bed complex on the site of the 1950s First Church of Christ Scientist building after attempts to have it state heritage-listed failed last year.

The proposal for the 108-metre building is due before the State Commission Assessment Panel soon, with work due to be completed in late 2019.