Atura Blacktown exterior EDITED
A year after launching its flagship Atura Blacktown property in Western Sydney and just weeks after announcing expansion into regional NSW, Amalgamated Holdings Limited (AHL) unveils plans for a third Atura Hotel in Victoria’s Dandenong region.

In a recent acquisition by AHL will see the five-year-old Chifley Doveton rebranded and reimagined to become an edgy, high-design, high-value Atura Dandenong.

With a philosophy to deliver a fresh, design-inspired approach to the mid-market accommodation offering, Atura Hotels delivers guests an affordable design hotel experience packed with unexpected surprises and the latest in technology.

As Atura’s signage lights up the exterior of this central Dandenong hotel, changes will be afoot internally too. Some of Atura’s signature elements will be a feature from day one, including complimentary Wi-Fi throughout the public spaces and internet access in all guest rooms. Guest rooms will also feature coffee pod machines and bathroom amenities by leading New York skincare provider Malin + Goetz – also found in Qantas International Business Class. Visitors to the hotel will enjoy genuine service and the connection with local communities that Atura has received several awards and accolades for.

Over the coming months, the hotel will be reimagined and Atura’s signature style will be introduced throughout. Planned refurbishment will include a renovation of the public spaces led by QT Hotels and Resorts and Atura Hotels interior designer Nic Graham. Expect bespoke furniture and design-led finishes with an urban, industrial and art-inspired edge.

Atura’s Roadhouse Bar and Grill, a little shop of grab and go treats plus state-of-the-art business centre with complimentary air-print printing and Apple hardware will take centre-stage in a high-energy, open plan lobby space. Guest minibars will be stocked with funky, fun and functional provisions while complimentary Wi-Fi will be added to all guest rooms.

“This property, our first outside New South Wales, is testament to the success of our flagship property Atura Blacktown and the growing appetite amongst young, savvy business and leisure travellers for unique, highly experiential mid-market accommodation,” said David Seargeant, Managing Director of AHL.

“With a focus on great design at affordable prices and packed with personality, Atura Hotels offers the design-savvy traveller a break from the everyday with a completely fresh take on mid-range travel.”

Taking the helm of Atura Hotel’s third property and overseeing the rebrand project is Lisa Parker, previously Assistant General Manager of Rydges Melbourne. A seasoned hotel industry veteran, Lisa’s additional expertise in running leading hospitality venues in Queensland is anticipated to see Brownstone Micro-Brewery (currently known as Coldwater Creek Tavern), become one of the region’s most popular dining and entertainment destinations.

“We’re excited about the launch of Atura Dandenong and believe the brand’s dynamic, urban style will be a great addition to the local accommodation, entertainment and dining offering,” Parker said.

“We are looking forward to growing the property’s appeal as a local conferencing, wedding and special events venue and accommodation destination for the local business community.

“From a local perspective we are particularly excited about our onsite micro-brewery which is now known as The Brownstone Microbrewery.

“We have some great plans in place to see this become one of the region’s most popular casual, relaxed dining and ‘night-out’ destinations, not to mention the launch of Atura’s own brand of boutique, hand-crafted beers,” she said.

James Wilkinson

Editor-In-Chief, Hotel Management