An extended-stay hotel chain that has been repeatedly rebuffed in attempts to open its first Wisconsin location is trying again — this time on Milwaukee’s far northwest side.
A four-story, 122-room WoodSpring Suites is being proposed for the southeast corner of West Bradley Road and North 124th Street.
That proposal will need Common Council approval — both to rezone the site and to grant a hotel license.
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And it comes over two years after the council rejected a license application for a WoodSpring at 1701 W. Layton Ave., on Milwaukee’s far south side.
That license was rejected in 2018 after then-Ald. Terry Witkowski, whose district included the development site, and nearby homeowners objected.
Witkowski, at a 2017 Plan Commission meeting, said WoodSpring “does not have a great reputation” and has been turned away in other Milwaukee-area communities.
The hotel chain’s niche of offering bargain-priced rooms for guests who stay several days has raised concerns in Milwaukee and other communities.
WoodSpring in 2015 proposed a similar hotel at 4040 W. Layton Ave., Greenfield.
Those plans were opposed by Greenfield officials, who said it would generate a high number of police calls.
WoodSpring executives disputed that claim, saying their hotels have safe main entrances, security cameras and proper exterior lighting.
The WoodSpring being proposed on Milwaukee’s far northwest side would be developed by Wichita, Kansas-based New Era Development Group LLC.
New Era’s projects include eight WoodSpring Suites locations in the Columbus, Ohio; San Antonio, Texas; Fort Worth, Texas; and Wichita areas.
Those hotels have received praise from local officials for their safety and security, said Chris Stevens, New Era managing member.
Stevens said New Era operates its hotels with 24-hour staffing, unlike how some WoodSpring locations have been managed in the past.
He also said the WoodSpring chain, which is franchised by Rockville, Maryland-based Choice Hotels International Inc., continues to grow, and operates in metro areas throughout the country without major problems.
The northwest side Milwaukee proposal has the support of Ald. Nikiya Dodd, whose district includes the site, Stevens said.
New Era would likely begin construction by late spring of 2021 if the $10 million project wins city approval, Stevens said.
It would open by late spring or early summer of 2022, he said.
Stevens said the 3-acre site has strong visibility, as well as quick access to nearby I-41.
This article originally appeared on Milwaukee Journal Sentinel: WoodSpring Suites proposes new Milwaukee development. The hotel chain’s 2018 plans were rejected by city officials.