Three new hotels are sprouting up in downtown Bozeman. The first hotel, named the ‘Etha’ will be an eight story, 102 room hotel above the historic National Guard Armory at 24 W. Mendenhall. It will be viewed as much a community gathering place as a hotel with a 10,000 square foot ballroom to attract bigger groups than the hotel itself can fit. One key to the success of the Etha will be professional management by LaTour Hotels and Resorts, a San Diego based company that specializes in operating ‘boutique’ hotels. Most of the boutique hotels operated by LaTour are in major markets such as Salt Lake City, Seattle and Washington, DC. Bozeman, being a small town, is unique among small markets for this concept. But as CEO Thomas LaTour quoted ‘Bozeman does not act or react like other small markets. There's something unique going on there. Just look at the airport. The airport activity given the size of that town is really out of whack. When those doors swing open, it's for Bozeman.’ he said
The Etha is expected to open in the early fall, 2015. Next month will focus on the ‘other’ big downtown hotel project.