TradeWinds Island Resorts to Rebrand Guy Harvey Outpost as RumFish Beach Resort by TradeWinds

USA, St Pete Beach, Florida. February 28, 2019

TradeWinds Island Resorts has announced a rebranding of their Guy Harvey Outpost property on St. Pete Beach, just down the street from their TradeWinds Island Grand flagship property. When the current five-year licensing agreement with Guy Harvey ends on March 13, the rebranded property will be known as RumFish Beach Resort by TradeWinds and will continue to be owned and managed by TradeWinds. The newly named RumFish Beach Resort will maintain its “Florida lifestyle” theme, with a focus on local marine artists such as Thomas Krause. All current and future reservations and rates at the hotel will be honored and remain unchanged.

“Given the success of our RumFish brand, this was a natural progression for us,” said Keith Overton, president of TradeWinds Island Resorts. “We're thrilled to call the concept and brand our own and look forward to providing a more locally sourced experience for our guests.”

Following the change, TradeWinds plans to launch their own “RumFish Beach Life” lifestyle brand that will feature clothing, artwork, beach apparel and other merchandise. Other popular “beach brands” such as Salt Life, Huk and other local brands will now be available for purchase throughout the resort.

The property is currently undergoing a room renovation, scheduled for completion at the end of February. The furniture will receive a fresh look and all rooms will receive new sofa beds, carpeting, fresh paint and upgraded bathroom mirrors and lighting. All soft goods will be replaced, including bedding, draperies and upholstery. The rooms will also receive new club chairs in the seating area, closet doors, sliding glass doors and windows. New beachfront balconies are being added to 56 of the rooms, while new railings and a coat of exterior paint will be added property-wide.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.