Renowned hotel brand and management company Dream Hotel Group announced the first location for Unscripted Hotels, the company’s newest lifestyle brand and hospitality concept for the progressive creative traveler, is set to open its doors in downtown Durham, North Carolina, on July 19, following a multi-million dollar redesign and revitalization.

Developers Austin Lawrence Partners are credited with being the visionaries of the location in collaboration with Dream Hotel Group.

“We are thrilled to debut the Unscripted brand in a city with a culture as rich and diverse as Durham, North Carolina,” says Jay Stein, CEO, Dream Hotel Group. “Unscripted Durham offers more than a place to stay. It offers a distinct and compelling community experience that celebrates the city’s thriving food scene, creative arts culture and entrepreneurial spirit.”

Breathing new life into the old Jack Tar Motor Lodge at 202 N. Corcoran St., Unscripted Durham is a mid-century design icon reimagined. The boutique hotel now boasts 74 well-appointed guest rooms and suites, and five locally inspired food and beverage venues, including an expansive rooftop pool deck and lounge on the third floor and three restaurants flanking the street level. Maintaining most of its original architecture and design elements accented by bright colors, geometric patterns and custom murals, each space is full of distinct character, just like the city of Durham.

Unscripted Durham aims to create an ongoing dialogue between its spaces, guests and neighbors by immersing people in colors, sounds, tastes and experiences that will get their creative juices flowing every night of the week. Guests can dine on gourmet snacks and craft cocktails at The Patio, the retro-inspired poolside lounge with an unmatched view of the Durham skyline. A departure from the traditional hotel lobby, The Studio offers a fresh and playful spin on the classic rec room with custom cocktails and a lounge area for socializing and listening to great music. Visitors looking to grab a hearty breakfast, quick snack or cool easy dinner can also find a tasty pick-me-up at allday, the hotel’s mixed-use coffee bar and eatery located on the street level.

“Our goal is to celebrate Durham’s long tradition of good food, great music and creative energy that delights the senses and amplifies your lifestyle,” says Brian Hansen, general manager, Unscripted Durham. “We want to create a unique hospitality experience that bring travelers and locals together to incite creativity and collaboration.”

An onsite pay-by-the-ounce taproom Pour Taproom and restaurants Jack Tar Diner and Neomonde will expand onsite offerings to guests. Pour Taproom will feature the finest of Durham’s craft brews, as well as regional, national and international favorites. The owners of Pizzeria Toro in Durham will bring a lunch and dinner menu at Jack Tar Diner, to compliment the wine and beer choices. Adding a menu of traditional and contemporary Mediterranean cuisine to the mix, Neomonde will offer a variety of flavorful dishes featuring authentic family recipes.

In celebration of the hotel’s grand opening, locals can take advantage of a special staycation package, including 10 percent off a room, free parking and late check-out, by using the promo code LOCALS when booking. Now through September 5, travelers can also enjoy 10 percent off room bookings, as well as two complimentary drinks at The Patio, bike rentals for two and late check-out by using the code OPENING when making a reservation.

Out-of-town guests and neighbors alike will find an authentic Durham experience at Unscripted. By partnering with local businesses and resident-favorites for everything from its food and beverage offerings to artistic workshops and live music, the hotel is set to host a series of engaging community events and activations onsite beginning opening week.

Unscripted Durham is located in the heart of downtown, walking distance from the American Tobacco Campus, Durham Bulls Athletic Park, DPAC and some of the city’s finest restaurants and bars. Alongside the hotel will be One City Center, an Austin Lawrence Partners’ mixed-use development that includes office, retail, apartments and condominium residences in a transformational 27-story tower at the intersection of Parrish and Corcoran in the center of Downtown Durham.

Hotel & Lodging, Industry News