Concord Wilshire and TLG Investment Partners Place the Former Holiday Inn Property in Lauderdale-by-the-Sea Under Contract

USA, Fort Lauderdale, Florida. March 04, 2019

Concord Wilshire Capital, LLC ("Concord Wilshire") and TLG Investment Partners, LLC ("TLG") announced today that on February 25, 2019, they signed a purchase and sale agreement to acquire the former Holiday Inn site as well as the former Villa Caprice beach-front site located in Lauderdale-By-The-Sea, Florida. Concord Wilshire is a joint venture partner with TLG, which is headed by Leland C. Pillsbury and Christopher Nieberding.

The former Holiday Inn property located at 4116 El Mar Drive is situated in the heart of Downtown Lauderdale-By-The-Sea, bound by AIA to the West and El Mar Drive to the East. The 183-room hotel, with approximately 96,000 square feet under 5 stories, has been out of service for the past 7 years. The former beach-front Villa Caprice Hotel located at 4108-4110 El Mar Drive, which contains a 24-room, 2-story bungalow-style hotel, has been out of service for approximately 3 years.

"The subject sites will be redeveloped in collaboration with the Town of Lauderdale-By-The-Sea, introducing a state-of-the-art new hotel, branded with a major hotel flag, including popular restaurant concepts and engaging amenities for locals, so as to carry out the Town's vision of the beautification of El Mar Drive," said Nate Sirang, President of Concord Wilshire. 

Through an inspired redevelopment plan over the past several years, Lauderdale-By-The-Sea is emerging as one of the most desirable world-class beach destinations within the South Florida market. "The visionary leadership of the Town of Lauderdale-By-The-Sea has sparked the revitalization of one of the most exquisite and charming beaches in the country. We are delighted to be a part of this great community," said Pillsbury. 

Lauderdale-By-The-Sea is located along Florida's "Gold Coast" in Broward County, Florida and is situated between the Atlantic Ocean on the east and the Intracoastal Waterway on the west. It is bordered on the south by the City of Fort Lauderdale and on the north by the City of Pompano Beach. Lauderdale-By-The-Sea is 30 miles north of Miami and 33 miles south of Palm Beach.

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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.