Springboard unveils The Parker Hotel

Springboard Hospitality, a hospitality management company with 48 independent hotels in metropolitan and leisure destination markets across 14 states, has revealed the rebrand of its Ascent on Main boutique property, now named The Parker Hotel.

The repositioning effort was led by owners Eagle Point Hotel Partners and hotel branding agency, Longitude°. Located in the Parker, CO community among multiple dining outlets and retail shops, the refreshed persona of the hotel—the only boutique lifestyle property in the area—aspires to remain locally inspired and influenced by its historic past, combining themes of art deco, westward expansion and technological revolution.

“We are incredibly excited about this new breath of life for our property in the postcard-worthy town of Parker,” said Stephen Chan, cofounder, Eagle Point Hotel Partners. “With the evident rise in popularity of roadside lodges, historical hotel experiences, and an overall interest in charming small towns as alternatives to traditional vacation destinations, the reimagined Parker Hotel will continue to provide the best-in-class, boutique hotel experience.”

In addition to new signage and branding elements, another enhancement is the transition of Upper Deck sports bar–downtown Parker’s only rooftop space–into a private event venue to accommodate group demand, events, and weddings; its signature dinner restaurant, The Douglas Kitchen and Cocktails, will remain for the time being, and undergo renovation and concept refresh this fall. Additional event space includes the 1,000-sq.-ft. Roosevelt room adjacent to the lobby, as well as the fourth floor, 1,000-sq.-ft. Summit room, featuring elevated views of the Front Range. The Parker is also home to Victoria Marie Jewelers (a full-service, upscale, custom-made jewelry store and art gallery), Leffy’s Cigar Emporium (with more than 2,000 premium cigars to choose from), Doug’s Diner and West Main Taproom + Grill.