Oxygen Hospitality to Launch Multi-Million-Dollar Renovation and Rebranding Ivy Palm Resort in Downtown Palm Springs, California

USA, Palm Springs, California. April 01, 2019

Ivy Palm Resort today unveiled plans for a transformational two-phase renovation updating guest rooms, lobby, outdoor pool area and restaurant into a modern, upscale hotel inspired by the resort's heritage in downtown Palm Springs.

The renovation follows the change in hotel ownership, sold in May 2018 to owner-operator hospitality management company, Oxygen Hospitality. In addition to physical asset renovations, Oxygen Hospitality, which owns and operates a portfolio of branded and independent hotels, will rebrand the Ivy Palm Resort with a new hotel name, identity and amenities.

Phase One of the renovation -- set to begin June 2019 with an anticipated fall 2019 completion -- will tackle all 100 guest rooms and suites, two outdoor pools and public spaces, redesign of the main entrance and outside bar. Phase Two of the renovation, targeted for completion in 2020, will bring a new restaurant concept and additional rooms. The hotel will remain open during renovations and sectioned off to minimize disruption to guests at the property.

"The Ivy Palm Resort is a jewel property in the beautiful desert of Palm Springs," said Yaron Ashkenazi, chief executive officer of Oxygen Hospitality. "Our new vision for this hotel - inside and outside - embraces the city's rich local history of its people, architecture and design. Once repositioning is completed, the hotel will have a new name, a new look, instill the warmth of American hospitality and celebrate local influences for a first-class guest experience."

The hotels' redesign is inspired by this iconic city's reputation for some of the country's best mid-twentieth century modernism architecture. Modernism arrived in the 1930s, when actor Gary Cooper commissioned a home in Palm Springs and other actors followed suit. This history inspires the hotel's inviting redesign, which includes angular, artistic with colorful motif for the outside pool area ranging from royal blues, white and yellow. Guest room design offers a palette of clean, neutral white and cream colors -- paired with shades of aqua and complemented with sleek, rich modern wood furnishings for a desert climate. Complete guest room renovation includes bathroom remodel, all-new furnishings, beds, window treatments, artwork and technology.

Built in 1982, the four building, two-story hotel sits on approx. three lush acres situated conveniently within steps of downtown for day and nightlife experiences and nearest to the widely popular Palm Springs Aerial Tramway. The property boasts one of the largest hotel pool areas in Palm Springs and spectacular mountain views.

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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.