The Wisconsin State JournalMcClatchy-Tribune Regional NewsMar. 26–Given the challenging economy, it might seem like an odd time to be talking about building a major hotel in Downtown Madison.
But the need is real and the potential rewards are great for the city and region.
City officials should keep talking with the potential developer to try to reach a tentative deal that’s good for everybody. Any pitch for a public subsidy deserves scrutiny yet shouldn’t be dismissed out of hand.
Monona Terrace, the city’s Frank Lloyd Wright-inspired convention and community center on Lake Monona, needs more hotel rooms within a couple blocks to attract bigger conventions. A study by Hunden Strategic Partners of Chicago suggests Monona Terrace could pull in more than 100 additional events and millions more in revenue if it had a few hundred more rooms to accommodate larger groups.
After the Marcus Corp. of Milwaukee built the 14-story, 236-room Hilton Madison next to Monona Terrace in 2001, the number of conventions doubled. But the city never considered the single hotel sufficient. And now convention business has leveled off.
So the city is negotiating with Marcus to build a 320-room hotel, likely connected to the convention center by skyway or tunnel. Marcus would restore and convert the historic Madison Municipal Building into a hotel with a tower for guest rooms behind it. The tower would sit on a new parking facility with spots for the city and hotel guests.
The 450-space Government East parking garage across the street would then be demolished to make way for a multi-use project including three floors of city office space.
The outline for the project is intriguing and worth consideration. But any amount of public investment will have to be balanced against competing needs elsewhere in the city.
Downtown Ald. Mike Verveer says he’s keeping an open mind. So should other city officials and taxpayers.
More convention business would help Downtown Madison stay vibrant — something everyone in the region should want. A healthy and fun business climate Downtown can help lure top employers and good-paying jobs while deterring crime and boosting city revenue from its hotel tax.
A lot of questions remain, but so does a big opportunity.
Madison should try to move this exciting project forward in a cost-effective way.
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