St. Louis Hotel Indigo to reflag

ST. LOUIS, MISSOURI Hotel Indigo St. Louis Central West End has ended its affiliation with the IHG boutique brand.

Owner The Roberts Cos. plans to rebrand the 127-key property later this month. In the meantime, the Indigo signage has been replaced with a generic “Roberts Central West End Hotel” sign, St. Louis Post-Dispatch reports. “We thought a different brand would do better there,” Roberts spokesman Michael Jennings says.

Nevertheless, St. Louis—and indeed The Roberts Cos.—may not be without an Indigo-branded hotel for long. Roberts owns a site elsewhere in the city where a US$25 million Indigo has been proposed. The hotel was originally scheduled to open in 2010; a new timeline has not been announced, but IHG says the project remains in the development pipeline.