Build it and they will come?
Deep River council is considering the idea of reaching out to developers to build a hotel in town to fill an apparent gap in short-term accommodations in the municipality.
A report on this week’s council agenda from Christian Kaiser, the town’s director of growth and sustainability, is calling on the town to issue a “request for expressions of interest” for development of a new hotel situated along Highway 17.
The recommendation comes after the town engaged the services of specialist consulting group CBRE Hotels to assess the market potential and economic viability of a new hotel in town.
“During the development of this report, staff discussed with CBRE the potential impact on existing local short-term accommodation businesses,” Kaiser states in his report to council.
“It was CBRE’s opinion that a potential new hotel would not likely create significant competition, as it would primarily capture demand from different segments of business than what is currently captured in Deep River today.
“Engagement with key employers indicated that the existing stock of short-term accommodation does not adequately meet the needs of guests looking to stay in Deep River, due to limitations in quantity or amenities.”
Kaiser expands on that in his report, noting that both AECL and CNL have expressed to the town a need for an increase in local short-term accommodation “suitable for visiting dignitaries, academics and corporate visitors.”
“It has been noted, for example, that CNL had over 4,000 visitors to their campus in 2024,” Kaiser’s report states.
“And over the last four months, staff have been approached on two separate occasions by hotel developers expressing interest in a hotel development in Deep River.”
CBRE’s analysis of the town’s accommodation needs has concluded there is a strong business case for a 65-room hotel featuring a mix of rooms and suites, along with breakfast facilities, meeting rooms and fitness facilities, and possibly even an indoor pool…
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