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Sage Hospitality Rebrands The Sheraton Ferncroft Resort as
Crowne Plaza Hotel Boston North Shore, Massachusetts

By Ethan Forman, The Salem News, Beverly, Mass.McClatchy-Tribune Regional News

Nov. 19, 2009--DANVERS -- The Sheraton Ferncroft Resort has a new name: Crowne Plaza Hotel Boston North Shore.

The hotel at 50 Ferncroft Road is leaving Starwood Hotels and Resorts, which owns the Sheraton brand.

The new name is just the latest change at one of the largest hotels on the North Shore, which was built in 1975.

The hotel overlooks Interstate 95, straddling Danvers and Middleton. It's home to the $20 million, 65,000-square-foot CoCo Key Water Resort, which opened in May 2007.

Traci Bergan, area director of marketing, said the resort was scheduled to be reflagged overnight last night.

The process involves changing the name and the kinds of bedding the guests use, among other things.

The resort employs 250 people, and the name change will not mean any layoffs or a change in ownership.

Denver-based Sage Hospitality owns and operates it.

"The opportunity with Crowne Plaza opens up more doors with us," Bergan said.

"As I understand it, the new brand will better fit with its water park," said North Shore Chamber of Commerce President Robert Bradford, with Sheraton focused on business travelers and Crowne Plaza more focused on families.

Sage has 10 hotels with water parks. Resort General Manager Bill Croke oversaw the transition, Bergan said.

The 366-room resort last changed hands in 2005 when Sage bought it for $26.6 million.

Staff writer Ethan Forman can be reached at 978-338-2673 or by e-mail at eforman@salem news.com.

Names they are a-changin'

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Copyright (c) 2009, The Salem News, Beverly, Mass.

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