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.