King of Prussia, PA – June 24, 2020 – In one week, the newly rebranded DoubleTree by Hilton Philadelphia-Valley Forge will reopen its doors after months of renovations as the Alloy- King of Prussia, a DoubleTree by Hilton. The long-awaited makeover transformed the property into a lifestyle hotel that will invigorate travelers' senses with decorative artworks and designs, along with localized food and beverage offerings. “We and Concord are so excited about the transformation of this property from a traditional DoubleTree Hotel to this reinvigorated, beautiful soft-branded DoubleTree now known as ‘the Alloy’,” said Paul Novak, Managing Director at Whitman Peterson. Leisure and business travelers will get the best of both worlds, personalized experiences backed by the consistency of Hilton.

The 327 newly appointed guest rooms, along with 25,000+ square feet of meeting and event space, will be a welcoming destination for group and individual travelers alike. After this transformative renovation, guests will enjoy a memorable experience with modern amenities, including an expanded state-of-the-art Precor fitness center (featuring Peloton stationary bikes), outdoor dining patio, mothers’ nursing room, and award-winning service. “We look forward to highlighting the new look and concept to our distinguished guests and clients. The changes will provide all visitors with more amenities and opportunities to make their experience enjoyable and stress-free. We are proud and thankful to have been a part of the Montgomery County/King of Prussia community for so many years and are excited to continue to maintain our outstanding reputation as a leading hotel in the Philadelphia market,” said Jennifer Shipman, Director of Sales and Marketing. For groups or individuals planning a special event, the Alloy’s 25,000+ square feet of improved event space offers unique and advanced options for events of all sizes. With venue space ranging from 430 to 7,020 square feet, outdoor options, and the addition of five new event rooms, the possibilities are endless. It is the perfect fusion with a purpose. 

Experience innovative dining at the hotel's new restaurant, Hammer & Fire. The new American Grill offers excellent cuisine paired with classic cocktails, premium wines and craft beer. This is not your typical hotel restaurant, ingredients are fresh and sourced locally. The hyper-local beer program showcases local breweries, and the chef-inspired menu will make any dining occasion an experience in itself. “We have successfully developed many different beverage and food concepts over the past three decades,” said Mark Laport, co-founder, president, and CEO of Concord Hospitality. “We take special pride in unique projects like the Alloy that we know are going to have a significant impact on our guests and the community.”

“On behalf of the Valley Forge Tourism & Convention Board (VFTCB), I am delighted to welcome the Alloy to King of Prussia, and our Montgomery County portfolio of hotels!” said Lisa Karl, Vice President of Sales and Strategic Partnerships for the VFTCB. “This uniquely modern hotel will provide us with the opportunity to introduce a fresh and thoughtful hospitality brand concept, while targeting a mindful traveler that looks for special moments in their hotel stay, and uniquely memorable experiences, especially ones that are local, which of course is what we are all about!”

This investment is part of a programmatic partnership between Concord Hospitality, one of the top hotel companies in North America, and Whitman Peterson, an institutional real estate private equity company. The renovation was done with the support of JN+A Architects, HVS Design and Allied Group.

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About Concord Hospitality Enterprises Company

As an award-winning hotel development, ownership and management company, Concord Hospitality Enterprises Company has spent the last three decades building relationships with investors, partners, and third-party hotel owners on more than $2.5 billion in premium-branded properties across the United States and Canada. As an operator, Concord Hospitality instills value from the ground up, developing and managing with a sustainable viewpoint, a focus on quality and hands-on involvement to ensure long-term profitability and success. Concord Hospitality believes that its people are its greatest strength. With the brightest talent, the most innovative processes and a commitment to giving back to the communities where associates live and work, Concord Hospitality strives to constantly and consistently be a great place to work for all. Learn more at

About Whitman Peterson

Whitman Peterson ("WP") is an institutionally backed real estate investment management company actively investing in the hospitality, multifamily, industrial, student and seniors housing sectors. WP has formed proprietary partnerships with national platform companies and, through its discretionary commingled funds, has invested GP or LP capital in transactions involving more than 150 acquisition and development assets, with an aggregate capitalization of over $20 billion. The firm has investments across the U.S. and also has investments in the U.K. and Latin America. Whitman Peterson focuses on helping drive significant asset and operating company growth to a select group of prominent national operating, investment, and development companies within WP's target sectors. To learn more about Whitman Peterson, visit

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,100 properties with more than 977,000 rooms, in 118 countries and territories. Dedicated to fulfilling its mission to be the world’s most hospitable company, Hilton welcomed more than 3 billion guests in its 100-year history, earned a top spot on the 2019 World’s Best Workplaces list, and was named the 2019 Global Industry Leader on the Dow Jones

Sustainability Indices. Through the award-winning guest loyalty program Hilton Honors, more than 106 million members who book directly with Hilton can earn Points for hotel stays and experiences money cannot buy, and enjoy instant benefits, including digital check-in with room selection, Digital

Key, and Connected Room. Visit for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.