Alum, a luxury hospitality company, has launched a new concept aimed at college fans, alumni, and communities, offering a blend of private club lifestyle, condohotels, and premium gameday experiences.
Founded by veterans in hospitality, real estate, and sports, Alum's properties will be located near college campuses across the US, with the first development underway in Tuscaloosa, Alabama.
The initiative seeks to capitalise on the enduring passion and prestige associated with college communities. Each Alum property will feature a private clubhouse, luxury condohotel, and premium dining, all deeply rooted in local college traditions. Membership to the clubhouse is included with condo purchases, with limited memberships available to non-residents. Paul Brenneke, co-founder of Alum, highlighted the untapped demand in college towns, stating, "Every one of these towns has tens of thousands of people showing up on a Saturday and hospitality built for a different era."
The first property, Alum Tuscaloosa, will include 68 luxury condohotel units, a rooftop lounge, and chef-curated dining. Alum plans to expand to 30-40 developments, with negotiations ongoing in locations such as Michigan, Ohio State, and Notre Dame. CEO David Vialli noted the gap in hospitality offerings in college towns, saying, "These communities already owned the identity, tradition, loyalty, and connection that great hospitality brands spend years trying to cultivate."
Derek Jeter, a Baseball Hall of Famer, joins Alum as a brand ambassador, board adviser, and investor, drawn by his connection to college communities. Alum has partnered with Legends, a global premium experiences company, to operate its private clubs and foster relationships with university leadership. Further expansions and partnerships are anticipated in the coming months
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