From a news brief on the Urinal-Sentinel:

The building also will have an Aloft Hotel. The new Aloft brand, owned by Starwood Hotels & Resorts Worldwide Inc., markets itself as a stylish hotel with a “hip, urban attitude.”

Oooh! Snap! What I love about it is that it’s “fresh” and “in-your-face,” kind of like Poochie.

Maybe they could get Poochie to do some hip and trendy advertising..!