The former Jack Tar Motor Lodge in downtown Durham will be rebranded as an Unscripted Hotel after its renovation is complete.
The hotel will be the first launched by Dream Hotel Group under its new Unscripted brand. The group also plans to open Unscripted hotels in North Dallas, Austin, Seattle and Los Angeles.
Dream Hotel Group’s other brands include Dream Hotels, which are in New York City, Miami, Bangkok, Los Angeles and Phuket, and Time Hotels.
The Durham hotel is expected to open in March or April of 2017.
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The Jack Tar is being renovated by Aspen, Colo.-based developer Austin Lawrence Partners, which plans to transform the 1960s landmark into a 74-room hotel that will also feature a pool deck on the third floor and restaurants on the ground floor.
“We are inspired by Durham’s love affair with the midcentury period and decided that the Jack Tar Motor Lodge needed to be elevated to its old glory and become the fulcrum of the location’s redevelopment,” Jane Hills of Austin Lawrence said in a statement. “To reinvent the hotel, we needed a completely fresh take on hospitality, one that would bring action back to the location and Unscripted fits that bill nicely.”
Austin Lawrence is also the developer behind One City Center, a 27-story tower being built across Parrish Street from the Jack Tar. That project, which is now under construction, will feature ground-floor retail, 155,000 square feet of office space and 21 floors of apartments.
One City Center is expected to open in May 2018.