Alum, backed by Derek Jeter, has introduced a hospitality concept focused on college towns. The first project, Alum Tuscaloosa, will feature 68 luxury condo-hotel units, a private members club, rooftop lounge, dining, meetings and events space and a pool. The company owns a site at the University of Oregon and is in active talks with Michigan, Ohio State, Oklahoma, Kentucky and Notre Dame. It plans to scale to 30 to 40 developments. Every one of these towns has tens of thousands of people showing up on a Saturday and hospitality built for a different era, Paul Brenneke, co-founder of Alum, said in a statement. The brand has partnered with Legends Global to operate its private clubs. A hotel partner remains to be announced. The move aligns with other operators entering college markets, including Hilton’s launch of Undergraduate by Hilton in June and Travel + Leisure Co.’s 2023 acquisition of rights to bring Sports Illustrated Resorts to U.S. college towns.
