TEMECULA, CA — The path was cleared Tuesday night for a hotel to be built at the northeast corner of Rancho California and Diaz roads in Temecula, although the developer will need to clear additional hurdles.
The green light for the proposed hotel project came during a regularly scheduled City Council meeting that also included an outpouring of recognition for a longtime proponent of Temecula Valley tourism.
Without comment, the Temecula City Council unanimously approved a second amendment to a disposition and development agreement with Alitra, LLC, for the hotel project. The amendment was needed in order for the project proposal to move forward. COVID-19 shutdowns prompted Alitra to temporarily stop its development and planning conversations, which caused the LLC to miss performance deadlines set forth in the disposition and development agreement, according to city documents. The amendment approved Tuesday night allows Alitra to restart its development efforts.
Michael Patel is behind Alitra. He owns and operates several Marriott-brand hotels in the Temecula Valley. In fall 2017, Patel submitted a Letter of Interest to city staff to purchase the city-owned 3.64-acre vacant property at the Rancho California and Diaz roads intersection for the purpose of building another hotel. On June 12, 2008, City Council supported entering into a disposition and development agreement with Alitra, city documents show.
The corner property eyed for the project is zoned service commercial, which does not permit hotels. To accommodate Alitra’s proposal, a General Plan amendment and rezone would be required.
“Alitra is aware of these requirements and will formally apply for these planning applications should they opt to move forward …,” according to city documents.
Additional city hurdles will include a plan review, development permits, design review and more.
Before the City Council approved the agreement amendment for the proposed hotel Tuesday night, more than a dozen dignitaries turned out for the meeting to honor former longtime Visit Temecula Valley leader Kimberly Adams.
Adams, who is the wife of Temecula City Manager Aaron Adams, recently retired from her post as president and CEO of the destination marketing organization that works to promote Temecula Valley tourism.
Adams served for 18 years with VTV. Last spring, Scott Wilson was appointed to succeed her. He assumed responsibilities April 4.
Under her leadership, Adam’s grew VTV from an idea into a hospitality industry powerhouse partner. Prior to the COVID-19 pandemic, the Temecula Valley region drew 3.9 million visitors a year and produced an annual total direct travel spend of $1.125 billion, according to the organization.
Jeff Kurtz, senior general manager for Promenade Temecula, told Adams during Tuesday’s meeting, “You really put your fingerprint on this community. It will last forever.”
Adams received a standing ovation after leaders from across the region individually thanked her for her service.
In response, Adams told the community that, as far as Temecula Valley tourism goes, “The best is yet to come.”
