With renovations and additions well underway, Noble House Hotels & Resorts is readying for the debut of The Shores Resort & Spa in Daytona Beach Shores, Florida. Earlier this year, the company announced plans for a major renovation and re-branding of the Hilton Daytona Beach Oceanfront Resort to The Shores Resort & Spa. At exactly 12:01 a.m. on December 16th, 2004, the property officially became The Shores Resort & Spa, signifying the expiration of Noble House’s franchise agreement with Hilton Hotels.
The resort, which has been an icon on the sands of Daytona Beach Shores for years, is currently in the midst of a renovation project totaling over $20 million. This project includes a complete renovation of all guestrooms; a new SpaTerre, the signature spa of Noble House; a Baleen Restaurant, the signature fine dining brand of Noble House; renovated public spaces; major enhancements to the hotel’s meeting space and pool deck, as well as operating systems. Noble House Hotels & Resorts’ investment into the hotel over the past 10 years has been in anticipation of the hotel’s repositioning as part of the esteemed Noble House Collection.
The resort has been part of the Noble House Collection since 1994, but continued the existing franchise agreement with Hilton for the past 10 years. Hotel staff and management have, since 1994, been Noble House Hotels & Resorts’ employees. Staff and management of The Shores will be Noble House employees, as well. Intensive training for all staff will ensure the service levels are commensurate, in order to properly offer the array of new services and amenities the property will now showcase.
In general, a hotel franchise agreement is between a firm (Hilton Hotels) and a hotel owner (Noble House Hotels & Resorts affiliate [NH]) in which the firm (Hilton Hotels) provides the owner the right to use the firm’s name (the Hilton brand name) for a fee. The fee in the hotel industry is typically a percentage of gross rooms’ revenue, plus a reservations and marketing fee. Franchise agreements are typically entered into for periods of up to 10 years or longer.
“The staff and management here are incredibly excited about the transformation of the property and we look forward to welcoming back our friends and guests to experience The Shores,” said Stacy Martin, general manager of The Shores Resort & Spa. “Many of us have worked here for years – some for close to 20, and we’re thrilled to have the new rooms, spa and restaurant to offer our loyal guests and the local community,” added Martin.
The decision to transform the property for inclusion into the Noble House Collection is an exciting one for the Noble House management team, the hotel employees, guests and the local beach community. The Hilton Daytona Beach Oceanfront Resort has achieved consistent success as the market leader in both rate and occupancy since Noble House has owned the property. The company expects that with significant property improvements and an independent marketing effort, the resort and its guests will benefit tremendously from inclusion in the Noble House Collection of properties.
Going forward, Noble House will continue to maintain the property’s position as the premier hotel in the Daytona Beach market through additional capital investment as well as enhanced sales and marketing support. The Daytona Beach Shores property is a very important asset for Noble House because of its consistent solid financial performance as well as Noble House’s desire to increase its presence in the growing Florida market.
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