Best-in-class hospitality operator Hotel Equities (HE) announces the conversion of a Grand Rapids, Michigan hotel from its former franchise brand to the elevated boutique soft-brand Ascend Collection Hotels by Choice Hotels International. The hotel, to become known as The Gerald, is owned by Legendary Capital and is undergoing top-to-bottom renovations, targeting scheduled completion for the end of 2026.
The conversion represents a shared vision between Legendary Capital and Hotel Equities to unlock the full potential of the asset, honor its distinct sense of place, and deliver the modern experience today’s traveler expects. The Gerald will emerge as a flagship property within the Ascend Hotel Collection, designed to be independent in character and woven into the fabric of the Grand Rapids community.
“Legendary Capital invests in hotels where the bones are strong and the story is real,” Norman Leslie, CEO of Legendary Capital. “Grand Rapids is a growth market with loyal, underserved travelers. Our partnerships with top-tier operator Hotel Equities and franchise brand Choice International position the asset for long-term performance.”
“The Gerald is exactly the kind of property the Ascend Collection was built for: hotels with real identity, authentic history, and a genuine connection to their communities,” said Greg O’Stean, Chief Development Officer of Hotel Equities. “Our team has deep experience navigating complex brand conversions, and we are proud to bring that expertise to a market like Grand Rapids that deserves best-in-class hospitality.”
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Named for Grand Rapids’ most famous son, President Gerald R. Ford, The Gerald will be a celebration of the city that shaped him. New interiors will draw on the city’s century-long legacy as America’s furniture capital, incorporating elements of walnut millwork, oxblood leather, brass fixtures, and ivory plaster. The renovation will elevate every touchpoint of the guest experience, from a reimagined lobby designed for conversation and community, to The Commons, a refreshed retail and dining row featuring three lifestyle food & beverage concepts anchored by outdoor seating and warm evening lighting.
The Gerald is located at 3333 28th Street SE, situated steps from the Gerald R. Ford Presidential Museum, downtown Grand Rapids’ gallery and restaurant district, and a short drive to the Frederik Meijer Gardens and the Grand Rapids Art Museum.
As an Ascend Hotel Collection property, every stay at The Gerald will earn Choice Privileges points, redeemable at more than 7,500 hotels across 40+ countries. Guests will be able to book directly at choicehotels.com or through the Choice Hotels app.
The Gerald joins a growing pipeline of Hotel Equities-managed Ascend Hotel Collection conversions, including The Quincy in Washington, DC. In April, Hotel Equities announced the conversion of a property near Walt Disney World anticipated to open as Reflections Hotel, Ascend Collection by Choice Hotels International in Kissimmee, FL this September, and another in development. The four properties speak to established expertise in brand conversions and navigating the operational, physical, and commercial complexity of a conversion while delivering assets that exceed brand requirements and outperform their markets.
Guest Contributor
2026-06-16 01:34:00