After four years of planning, what will be one of Bend’s largest independent motels is rising on a 5.5 acre site just off Third Street next to ShopKo.

The Sugarloaf Mountain Motel was first proposed by Coquille businessman Ron LaFranchi in the summer of 1998. Phase I will include about 150 rooms, and LaFranchi eventually plans to have about 315 rooms.

LaFranchi is the owner of Ron’s Oil, which operates a chain of independent gas stations, including one each in Bend and Redmond. He planned on opening the Sugarloaf Mountain Motel in late 1999, but said dealing with planning issues and other concerns delayed the project. He now projects the motel will open this fall.

LaFranchi said he doesn’t think he’ll have any problems generating enough traffic to make his motel profitable.

”The reason why I’m building it is that I’m tired of getting to (Bend) and not being able to get a room,” he said. ”I usually don’t call ahead, I show up and get a room. But it doesn’t work that way in Bend.”

He described the motel as ”standard, clean, low-budget,” and said room rates will run from $49 up.

LaFranchi said he also isn’t worried that the motel won’t be in view of the Bend Parkway.

”We’re selling more gas now than before the parkway opened,” he said about his station on north Third Street.

”Bend is growing, and it just doesn’t have enough motel rooms. If you run a good show, you’ll do fine.”

He said a recent survey he had commissioned found that the motels in Bend average about 75 percent occupancy during any calendar year. Statewide, the occupancy rate is about 68 percent, according to the Oregon Tourism Commission.

Phases II and III of the project will be built as demand warrants, LaFranchi said. He is financing the project himself and is also acting as his own general contractor. He said this will be his only motel project.

”After going through this, one is enough,” he said.