This 20-year old resort hotel was in need of freshening due to age and rebranding due to new competition from Hyatt, Sand Pearl and Sheraton initiatives. The 10-story hotel had been updated in 2004 but owners agreed that the renovation had ‘missed the mark’ with regard to the casual/ informal environment needed. As the only Clearwater Beach resort not on the ocean, MSK bay-front location had incorporated a large pool area. Our rebranding design focused on creating a water theme for the entire property, culminating with a splash zone and musical piano with fountain triggers to engage all ages of the family in an under-utilized volleyball court.
Common area, bar and restaurant redesign were influenced by new Marriott standards, though new standards were geared toward business destinations and not family resorts. Casual and upscale casual designs were developed for bar and restaurant areas to afford the owner/ management team choice. Lighting upgrades were a key element, as were improvements to arrival, lobby and patios areas to reduce the volume of cream-colored stucco. A new colorway for the entire property was developed to establish the informality with an Armani-beige sand-colored base.