RH “Ecosystem” in Colorado Causing Concerns for Residents

Restoration Hardware is planning a major development in a ski town, but some of the locals aren’t warm to the idea.

That’s according to a report from Air Mail magazine, which details the concerns that some people in Aspen, Colo., have about RH’s under-construction project there consisting of retail and hospitality space.

RH is investing $105 million in Aspen real estate to build what the company calls an “ecosystem” of its various banners. The development includes a two-story retail space (RH Gallery) with a rooftop restaurant, a hotel (RH Guesthouse) with a spa (RH Bath House & Spa), and standalone homes (RH Residences).

Such an ecosystem for a town with a population of about 7,000 will make a significant impact, the article says, and it’s causing some Aspen residents to lament the corporatization they’ve seen recently.

“Here in Aspen, we’re used to seeing luxurious developments and amenities,” John Doyle, an Aspen City Council member, told the outlet. “And sometimes we participate. But it’s gotten to another level.”

“The last three years have just been incredible,” said Roger Marolt, a newspaper columnist who been critical of Mark Hunt, the developer with whom RH has partnered. “So many parts of the town just don’t seem the same, or they don’t resemble sort of the character that we once had. There’s more money in this town now than you can imagine.”

Gary Friedman, CEO of RH, views Aspen as an opportunity to elevate the brand and has described his company’s expansions as planting “RH flags at the very top of the luxury mountain.” Still, in the initial announcement of the Aspen project, he maintained that RH is “sensitive about designing experiences that respect and retain the town’s historical character and charm.”

Read more at Air Mail (sign-up required).