How can I possibly not get excited by the Aloft Hotel?
This is a big deal! Right?
I mean it is just 30 yards down the street for heavens sake!
I have to say that the 12 years that I have been doing business as an Asheville Jeweler it has NOT been easy. I know that I am not the only one that feels this way. The craft market has been taking a beating for years and I must say that my timing has been particularly foul.
I remember the 90′s. Yeah I know, no great feat. What I mean is that the 90′s kicked butt in that everyone felt like they were rich through perception or reality. Though, In the midst of the “dot com” boom when the stock market shot ever upward and the radio announcers voices followed to find higher octaves trying to emulate how exciting all this positive news was, I thought to myself, “Chris, this ain’t gonna last.”
You would think that by realizing this it may have dictated my actions a bit more decisively. It did not. I moved to Asheville just as everyone’s impression of personal wealth began to spin slowly down the toilet and then I opened my little shop on Merrimon……..2 weeks before 9/11.
I comment on all of this not expecting pity. I have managed to grow my business almost every year, even during this miserable recession that is hanging out like a bad rash. What I am saying is that it may just be time to risk hoping for prosperity again. I have spent so much of the last 12 years simply hanging on. The idea of something “extra” is not somewhere I have allowed myself to go for ages! I feel that I have been playing a really high stakes game of Monopoly and I have built up all my real estate to a row of bright red hotels. All I need is for someone to land on them……..I guess since someone “landing” on me does no real good I will change that to “Stay in the one down the street.”
So I feel positioned, prepared and ready. I know that this hotel will be no panacea and am still prepared to deal with the ups and downs of running a luxury business but I’ll be damned if it does not feel good to be tipping towards optimistic again after such a long time.
Also, to get away from my own selfish ambitions I must say that I feel that this hotel is great for Asheville overall! I think it is going to be fantastic to anchor the southern side of town to add some balance to all that has been happening on the north. The Grove Arcade was a wonderful addition to the northern end and added so much life and vitality to that block it is now indistinguishable from what it looked like just 5 years ago. Showcasing Asheville crafts and Asheville Jewelry all under one roof while giving tourists a reason to turn the corner and seeing what lie beyond Battery park. Add in the Hotel Indigo and everyone has profited from the recognition and opportunities both establishments afford.
Having a hotel like the Aloft at the base of where business starts to dry up on Biltmore Ave is going to have a huge impact. Not only will it push business further south I believe that it is going to revitalize the area all around it. We have already seen the opening of the very high end and gorgeous Bender Gallery on South Lexington and I expect to start seeing changes in the amount of business being done on Eagle street and further down Lexington where other new business are already cropping up.
Either way change inevitable and since this on the whole seems to lean towards growth I am going to remain bullish and look forward to what it may bring.


