$100M tower draws supporters, skeptics

The Branson Board of Aldermen held a Sept. 11 public hearing and first reading of the bill that proposes a 300-foot hotel and retail complex at the site of the former Branson Inn near highways 248 and 65 in north Branson. Branson’s HCW Development Co. LLC and Lebanon-based Evergreen Investments LLC are the developers of the project, which has a working name of Evergreen Towers after the developers dropped The Point. HCW and Evergreen are also partners in other Branson projects, including Branson Landing, the Hilton Hotel and Landing Views condominiums.

The aldermen approved Evergreen Tower’s first reading 4-2. However, they unanimously defeated a motion to hold a second reading of the bill the same night. The developers requested the second reading, hoping to get final approval in order to meet a Sept. 15 deadline to close on the real estate.

Evergreen Investments has since won a deadline extension to Sept. 30 with Great Southern Bank, according to Evergreen President Steve Plaster, the son of chairman Robert W. Plaster. The second reading of the bill is scheduled for Sept. 25 at Branson City Hall, 110 W. Maddux St.

‘Like a sore thumb’

City Alderman Ron Huff is in favor of the tower project because of what it would offer to tourists.

“When I first came to Branson in the 1970s, most of our ‘skyscrapers’ were in downtown Branson – two and three stories,” Huff said. “The more attractions we have like this keeps Branson alive, vibrant and keeps it from becoming stale.”

Alderwoman Beverly Martin also approved the project, saying, “This is an attraction that will bring in the younger generation to Branson that we definitely need.”

The Branson/Lakes Area Chamber of Commerce reports that the average visitor’s age is 58.2.

Judy Hartley, of Blue Eye, said at the public hearing that she was concerned by the appearance, especially as the gateway to the community from Springfield.

“A building 300 feet tall is going to look like a sore thumb with a Band-Aid wrapped around it,” Hartley said. “It is the first thing you see – concrete and glass.”

Dave Edie, one of the two aldermen who voted against the project, said Branson’s natural beauty and small-town charm appeals to visitors.

“We (can’t) cast it aside and start with a Las Vegas look,” he said. “We will be turning our back on what Branson is. This is so far out of place.”

But Rick Huffman, HCW Development CEO, said the tower would be an attraction rather than a distraction to the landscape. “I don’t believe it will ruin anything,” he said. According to Huffman, the tower’s proposed 25th-floor restaurant would give “a fabulous view of the hills and trees.”

Plaster also called the tower “a landmark for Branson.” He said that the new project would help move Branson forward by disengaging some people’s branding of Branson as “hillbilly” or “redneck.”

Tallest in the Ozarks

According to the tower developers, the complex would be the tallest building in southwest Missouri, eclipsing Springfield’s Hammons Tower by four stories. A major section of the proposed $100 million project would house a brand-name hotel and condominiums. Huffman said the new hotel would help supply Branson’s convention center, now under construction. He said Branson Landing is currently able to provide about 500 of the 800 hotel rooms that will be needed downtown.

Huffman said they plan to offer boutique shops to attract higher-income clientele. He said such upscale shops as White House/Black Market and Cache at Branson Landing were already “seeing great sales.” According to Huffman, his company’s property sales also indicate the developers are reaching a higher-end market.

“We already have $90 million in condos sold in the last 14 months. There must be some people coming to Branson who have money,” he said.

The tower also would have office space and a spa. A proposed parking garage and museum would be constructed separately on the grounds. Although not finalized, Huffman said the museum would feature cars collected by the Plaster family of Evergreen Investments “who probably has the second-largest collection in the United States.” Huffman said that the collection dates back to 1886.

The next step for the developers, following aldermen approval, is completing the economic feasibility study and schematic design. Plaster said Springfield-based Butler, Rosenbury & Partners Inc. is the architect on record, and Illuminating Concepts will provide outside lighting. Plaster said a construction engineering company has not been named.[[In-content Ad]]