By Richard L. Gaw, Staff Writer

While it was a few hours too early for the bulbs of its all-caps signage to burn brightly over 201 Birch Street in Kennett Square on July 11, Artelo – a new boutique hotel that will officially be open to guests on Aug. 1 – positively gleamed during its public unveiling.

Welcoming a steady stream of nearly 300 visitors, representatives from the hotel’s sponsoring agency Square Roots Collective gave tours of each of its 14 rooms – individual imprints of expression by 14 local artists that served as a blank canvas for them to apply their talents.

Those artists who contributed to the Artelo Project were Phillip Adams, Jose Bustamante, Chenlin Cai, Betsy Z. Casanas, Kala Hagopian, Mz. Icar, Robert C. Jackson, Christian Kanienberg, Liz Maycox, Alloyius Mcilwaine, Serena Saunders, Freiman Stoltzfus, Alison Williams and WingChow. In addition, all beds were hand built by Fourge Furniture, a fourth generation of furniture makers, and bedding was supplied by Matouk.

The Artelo Project was coordinated by Square Roots Collective Construction Manager Luis Almanza, Real Estate Lead Stephanie Almanza, Director of Hospitality Michael DePaolo, Redevelopment Project Lead Sandra Mulry, Director of Marketing and Programming Anthony Racaniello and Redevelopment Associate Joanne Scott. Neil Solloway will serve as the hotel’s general manager. 

In its official statement, Square Roots Collective said that its Artelo Project is the combined culmination of aesthetics, storytelling, cultural expression and celebrating diversity. In its selection of the artists for the project, “it [was] imperative for us to select artists who can authentically represent the diversity of our regional communities. We sought individuals whose creative voices echoed the myriad of cultures and perspectives found within our area.

“We wanted pieces that resonate, that would speak to something within you. That’s why we urged our artists to reference their own stories and experiences into their work.” 

“This is a project that in some ways was a long shot,” said Square Roots Collective Founder Mike Bontrager. “The idea of creating an immersive art experience that could be a hotel the launched several questions. ‘Would people want to stay there? Could we find the artists, and could we make this something that people would want to be a part of?’

“From a community side, this was not exactly what had been a beautiful building in town, but the questions was, ‘How do we restore this old building – things that are broken down – and make them new and beautiful?’ By being able to do that, this brings joy to us – and even a greater sense of fulfillment than if we had built something brand new.”

Similar to the business management plan of The Creamery – which was developed by Square Roots Collective and first opened in 2016 – 100 percent of profits from Artelo will be reinvested in community projects throughout the Kennett Square area’s non-profit organizations that include Family Promise of Southern Chester County, the United Way of Southern Chester County and Kennett Trails Alliance. 

“From the start, our question has always been, ‘How do we energize the street economically and creatively and with community activities and at the same time create an engine for community improvement?’” Zubrod said. “Our goal is to recycle those dollars into community activities, so when people book a room at Artelo, they will be helping to house a family through Family Promise, who has a few ‘promise houses’ on Birch Street that houses those coming out of homelessness and into a more stable position.”

To learn more about Artelo and make reservations, visit www.arteloksq.com or email [email protected].

To contact Staff Writer Richard L. Gaw, email [email protected].