Is the 
ASUS Z170-A LGA 1151 Intel Z170 HDMI SATA 6Gb/s USB 3.1 USB 3.0 ATX Intel Motherboard a good motherboard?
 
Open to suggestions, looking to upgrade rig
 
Thanks

If you are interested in EVGA motherboards, you are in the correct place. If you are interested in Asus (non EVGA motherboards) then I need to move this thread to the General Hardware section.

Many people like the EVGA motherboards and have great experiences with them.

You need to be specific about what you would like to do with this board, so people can give you the best suggestions possible.

Are you looking at 2 way sli or possibly 2 way with a video card?

I think recommendation from second post Z170 Classified K worth investment if you want to build with i7-6700K.
You will have nice RIG with all new features. It's 289$ but high end motherboard. 
For people with 2 graphic cards it's same class as Z170 Classified, same number of phase, USB 3.1, M.2, x4 PCI-E slot for dedicate sound card or
PCI-E SSD Gen 3. 
That's motherboard if you want every new features and you don't need to change RIG few years. 
30-40$ (you say max 250) could be saved on other side, on memory example... but I think you should look mobo with USB 3.1 and M.2.
FTW is only base motherboard without both of that function and only 5 phases, just to work CPU and graphic card they are good made but Classified K is much better board.
 
Did you choose memory, CPU, other hardware?
And yes ASUS Z170-A is better than FTW version, have more features and 8+2 phase.
Important features are
USB 3.1, M.2 Gen 3, more phase, better sound card, SATA Express.
 

Many people like FTW boards, and I like my FTW, Z77 FTW. 
And I special like X99 FTW K....
Somehow she fit best with my hardware, PSU, GPU,...