ALLENTOWN, Pa. — Step right up to the Moxy, a new downtown boutique hotel filled with circus-like charm, elegant furnishings, Instagrammable spots, eclectic art and numerous nods to local history.
The Moxy Allentown Downtown, part of Marriott International’s experiential hotel brand, now is open at 949 W. Hamilton St.
An oasis that's sure to appease art-lovers and history buffs, the hotel's decor pays homage to the Vaudeville era (1880s to early 1930s) and area attractions such as Dorney Park, the Great Allentown Fair and the once-thriving fashion district that brought celebrities and high-end couture to Hess's Department Store.
Max Hess "was a big risk-taker and I think that kind of craziness is what we wanted to be in here — that kind of surprising, edgy fashion."Jane Heff, design director for developers City Center Group and Allentown Mural Arts
Jane Heft, design director for developers City Center Group and Allentown Mural Arts, said she looked to one of the famed department store Hess brothers for inspiration.
"I think that bringing in the spirit, Max Hess, who kind of started Hess's, and was friends with one of the founder's of Macy's, which was known in New York to [carry] all this eclectic, strange things," Heft said.
"Max Hess used to bring a lot of that mentality here. He would do fashion shows on the middle of the street and just strange stuff. We were the first Hess's to show a bra in a storefront window.
"He was a big risk-taker and I think that kind of craziness is what we wanted to be in here — that kind of surprising, edgy fashion."
Check-in to the circus
Upon entering the Moxy, It's hard to miss the saddled-tiger named Tispy.
Tipsy (yes, you can sit on the beast) rests on a golden carousel.
Behind the tiger is a flowered-glass wall (look close enough and you'll spot hidden photos of circus characters mixed in with pedals and stems).
Turn to the left and you'll find the check-in area.
Except the Moxy doesn't do check-in like other hotels.
Instead, staff process reservations at the Bar Moxy and with the room key comes a free cocktail — a highball-inspired drink made with Haku vodka and chilled carbonated water.
The drink was inspired by the hotel's food and beverage manager, who grew up shopping with her family at Hess's and eating its world-famous Mile High Strawberry Pie at the store's cafe.
Wall of surprises
Before heading up to their room, patrons can peep at the art to learn more about the cultural scene in the region during the Vaudeville era.
On a wall leading to the elevators is a row of mirrors and four art pieces depicting circus animals.
Covering the bear, lion, elephant and monkey noses are white viewfinders (again, look closely) that show black and white photos from the 1920s and 1930s of visitors at Dorney Park, built in 1860, and the Great Allentown Fair, founded in 1852.
If guests need temporary storage space, there's a row of lockers decorated as tarot cards, with fun names such as "The All-Nighter," "The Flirt" and "The Dreamer."
Another carnival cameo comes in the form of a vending machine made famous in the 1988 movie "Big."
You can press play to get your fortune told by Zoltar. The mechanical fortune teller is hiding by a curtain on the wall to the fitness center.
Planning on working on a laptop instead of a treadmill? Two dimly lit rooms contain cozy couches and desk space (plus a giant fireplace) to lounge, read/write or converse with friends and family.
The Moxy brand
It's all in line with Marriott's Moxy brand — launched in 2014 to appeal to Gen-Zers.
There now are 135 Moxy hotels in 25 countries and territories.
Staff have their own lingo (for instance, the general manager at each property a is referred to as "captain").
"I feel like everything we do is we're trying to tell a little story. Make things feel authentic and make people talk about it."Jane Heft, design director for developers City Center Group and Allentown Mural Arts
The brand is known for its themes, which differ by location.
For instance, The Moxy in Nashville has a music theme and the one in Miami's Wynwood Arts District is filled with art and murals outside.
There is a mural on the outside of the Allentown Moxy, as well, and then two inside of a proud lion and elephant (again, look closely) with hidden pictures drawn into the tails and body.
"I feel like everything we do is we're trying to tell a little story," Heft said. "Make things feel authentic and make people talk about it.
"From the beginning of the revitalization, we wanted to try to make people really have a memory. And I think when you discover something, you're going to remember it longer than if somebody told you that there's things in there.
"If you're sitting here and see a tiger in [that] mural. That's memorable."
Local artist, bedtime stories
As part of Moxy's brand concept, hotel rooms are meant to be minimalistic.
So while there aren't mini-bars or turndown service available, the rooms have rotary phones on which guests can hear a pre-recorded bedtime story/meditation, chic tote bags (they can be used or purchased to take home) and a free sheet of paper art designed by Allentown-based artist Denis Aumiller.
Aumiler's carnival works are inspired by a circus passing through Allentown in 1973.
Guests can take home a copy of Aumiller's "Carnival No. 6," which appears in most all of the rooms and depicts a monkey donning a fortune teller outfit and holding tarot cards.
Aumiller's "Carnival No. 2" hangs in a space behind the bar.
He is the first artist to be commissioned by Marriott for its Moxy brand."
To celebrate the collection, Aumiller will hold "The Moxy Midnight Circus" artist reception at 7:30 p.m. Saturday, Jan 25, at ARTHAUS, 645 Hamilton St.
Live music, dining, attractions
When the weather starts to warm up, the bar will feature nightly DJs and performers.
There also are talks to hold a paint-and-sip type class with Crayola and movie nights.
There also will be a yet-to-be-named restaurant.
The hotel is expected to book up quickly starting in March when Archer Music Hall opens a few doors away.
The hotel was built by North Star Construction Management and is pet friendly.
City Center developers, who also are behind Archer Music Hall, broke ground in October 2023.
The hotel joins a list of projects and programming aimed at what developers are calling the "Downtown West" area.
Among those are the PPL Center arena, the new Da Vinci Science Center and Renaissance Allentown Hotel, also a Marriott property.
The hotel will hold a ribbon-cutting ceremony on Jan. 30 and plans to unveil the name of its restaurant next door to the hotel.
Rooms, VIP suite
Room options include a queen-size beds or two twin bunk beds.
There also is one VIP suite (king-sized bed, couch and full desk) available for Marriott Bonvoy members and to book on special occasions such as weddings, bachelorette parties and anniversaries).
Reservations can be madeonline.
Room rates are listed as low as $156 on weekdays and $189 on weekends.
