DURHAM, NC—Dream Hotel Group plans to open the first location for Unscripted Hotels, the company’s newest lifestyle brand, here on July 19, following a multimillion-dollar redesign and revitalization of the Jack Tar Motor Lodge.
Developers Austin Lawrence Partners collaborated with Dream Hotel Group on the project.
“We are thrilled to debut the Unscripted brand in a city with a culture as rich and diverse as Durham, NC,” said 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.”
Built on the bones of the Jack Tar Motor Lodge at 202 N. Corcoran St., Unscripted Durham reimagined the mid-century design icon, with most of its original architecture and design elements, accented by bright colors, geometric patterns and custom murals maintained.
The boutique hotel now has 74 guestrooms and suites, and five locally inspired food and beverage venues, including a pool deck and lounge on the third floor, where guests can dine on gourmet snacks and craft cocktails at The Patio, the retro-inspired poolside lounge with a view of the Durham skyline. There also are three restaurants at street level.
A departure from the traditional hotel lobby, The Studio offers a spin on the classic rec room with custom cocktails and a lounge area for socializing and listening to music. Visitors may grab breakfast, a quick snack or dinner at Allday, the hotel’s mixed-use coffee bar and eatery. Also offered are a pay-by-the-ounce taproom, Pour Taproom, and restaurants Jack Tar Diner and Neomonde.
“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,” said 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.”