Crowne Plaza Brand Reflags Two Hotels

BRIDGEWATER, NJ-The Crowne Plaza flag will fly over two more hotel properties in the Garden State in the wake of one recent and one upcoming conversion. In the larger of the two conversions, the 439-key former Somerset Marriott Hotel at 110 Davidson Ave. here was recently redubbed the Crowne Plaza Somerset-Bridgewater.

“Somerset County is home to leading pharmaceutical and financial corporations, making it a strong fit for a meetings-focused brand,” says Gina LaBarre, VP of brand management for the Crowne Plaza-Americas group within the Atlanta-based InterContinental Hotels Group. “The hotel is situated near major highways and companies.”

Last renovated in 2004, the Crowne Plaza Somerset-Bridgewater has 14,000 sf of meeting space in addition to its 439 guest rooms. The property is owned and managed by Alpha Capital Corp. under a license agreement with a company within IHG. It’s also located adjacent to the Garden State Exhibit Center.

And a major renovation is under way for the hotel property at 2055 Lincoln Hwy. in Edison, leading up to its conversion to the Crowne Plaza brand. Slated to re-open in Q2 2008, the five-story, 169-key hostelry has been operating under the Clarion Hotel and Towers brand until now. It’s owned by Restaurant Rt. 27 LLC under a license agreement with a company within IHG.