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Study finds need for more hotel rooms in downtown Madison

Published On: Jan 07 2013 02:44:53 PM CST

MADISON, Wis. -

The city of Madison received an updated hotel feasibility study Monday that recommends adding more hotel rooms in downtown Madison.

The Madison Common Council last July authorized an update to the city-commissioned 2009 Hunden Hotel Feasibility Study. The updated hotel market information was to be prepared in advance of issuing a request for qualifications for development teams for Judge Doyle Square, a proposed development on the Municipal Building block (Block 88) and the Government East Public Parking Ramp (Block 105) in downtown Madison. The parking ramp would be re-built as part of the project.

Johnson Consulting of Chicago conducted the updated hotel feasibility study for the city of Madison.

A city of Madison news release said key findings from the new study include:

  1. Madison is a very robust meeting and convention market and competes at a tier above its position, as opposed to smaller markets.
  2. The Monona Terrace Community and Convention Center is a significant public asset. To retain and grow its business, additional hotel rooms and function space must be added in the downtown.
  3. An additional hotel of at least 400 rooms is needed to support Monona Terrace, which confirms the earlier recommendations in the city-commissioned Hunden Report.
  4. The proposed Judge Doyle Square development can address the most significant of the competitive challenges for Monona Terrace; more hotel rooms in close proximity to the center.
  5. A new hotel will induce more demand than it takes from other hotel properties and will help the market and Monona Terrace to be stronger rather than weaker.

The Judge Doyle Square Committee will receive a presentation on the hotel study results at its public meeting on Jan. 14 at 5:30 p.m. in Room LL-110 of the Madison Municipal Building, 215 Martin Luther King, Jr. Boulevard. The hotel study is available online here.

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