David Siguaw Revmaps the Eden Roc in Miami Beach

Marketing Guru Siguaw Places "Unforgettable" Property Firmly Back on A-list

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. March 30, 2009

MARCH 30, 2009 - David Siguaw, the branding brain behind the Hollywood Roosevelt Hotel and the Marriott Marina del Rey revamps, is polishing his next gem-the historic Eden Roc hotel in Miami Beach.

Built in 1955 by legendary neo-baroque architect Morris Lapidus, the Eden Roc embodies a special moment in time in Miami. Frank Sinatra, Elizabeth Taylor and Jayne Mansfield were among the stars to make Eden Roc their playground during Miami Beach's heyday in the 1950s and 60s. And when Nat King Cole famously performed "Unforgettable" at the Eden Roc's Cafe Pompeii, the hotel's reputation as a place of magic was forever sealed.

More than fifty years later, following an $180million renovation, Marriott's Renaissance Hotels & Resorts group has tapped Siguaw to re-establish the architectural masterpiece as an A-list resort. Located on one of the most pristine stretches of Miami Beach, Eden Roc now features a new 21-story, 283-room tower, four infinity-edged pools and cascading waterfalls and a new nightlife venue (yet to be named) to be located underneath the glass-portal pool. Upscale travelers-Madonna, George Clooney and Steven Spielberg among them-have already chosen Eden Roc's timeless glamour over more trend-oriented South Beach hotels.

"In today's market, there are elite hotels popping up everywhere-but can they stand the test of time?" says Siguaw, named Director of Sales and Marketing for Eden Roc in February 2009. "Eden Roc is not a 'here today gone tomorrow' type of place-it has already lived through 50 years of notoriety and will remain a landmark for generations to come."

Siguaw, a former semi-pro baseball player, is known in the industry as "The Activator", for his tough-as-nails approach to rejuvenating historic and landmark properties. His many success stories include the Hollywood Roosevelt Hotel, for which he teamed with Amanda Scheer Demme and Dodd Mitchell to turn the faded landmark into one of Los Angeles' most happening spots. Other "activations" include The Ambassador Hotel in Chicago, Le Meridian Beverly Hills, the Marina del Rey Marriott (within which he opened the hugely successful Glow outdoor lounge) and the Highlands Inn in Carmel California, which became a Conde Nast Traveler top-rank hotel under his leadership. Miami's beloved Eden Roc, says Siguaw, presents his most exciting challenge to date.

"The entire industry is changing," says Siguaw. "Customers have different expectations- they don't just want a place to stay, they want a place to be. They want a hotel that is warm and carries a sense of meaning and lifestyle. Eden Roc, with its amazing history and world class new amenities, represents the unique combination they're looking for."