Hotel Online  Special Report

Noble House Hotels & Resorts Repositioning the Hilton
Daytona Beach Oceanfront Resort as an
Independent Property


Noble House Hotels & Resorts Will Reinvent and Re-brand
With $7 Million Transformation

DAYTONA BEACH, FL (July 14, 2004) - Noble House Hotels & Resorts announced today plans for a major renovation and re-branding of the current Hilton Daytona Beach Oceanfront Resort, located at 2637 South Atlantic Avenue.  The resort, which has been an icon on the sands of Daytona Shores for years, is currently in the midst of $7+ million in additions and renovations that include complete renovation of all guestrooms, a new SpaTerre, a fine dining Baleen Restaurant and renovated public spaces and major enhancements to the hotel's meeting space. Additional renovations including pool deck enhancements are in the planning and approval stages.  Since it acquired the property in 1996, Noble House Hotels & Resorts has invested over $10 million into the hotel, inclusive of the current renovations, in anticipation of the hotel's future repositioning as an independent property. 

On January 1, 2005, the resort will officially become The Shores Resort & Spa, part of the Noble House Collection.  The franchise agreement between Noble House Hotels & Resorts and Hilton Hotels will terminate at midnight on December 31, 2004.  The hotel will remain open during the renovations and will complete it's transformation before the beginning of peak 2004/2005 Winter travel season in Florida.

"We have decided to take the best property in the greater Daytona Beach area and transform it to become commensurate with other properties in the Noble House collection," said Marc Pujalet, president and chief marketing 

The Shores Resort & Spa
2637 South Atlantic Avenue
Daytona Beach, FL
officer for Noble House Hotels & Resorts. "With the addition of our signature SpaTerre, and our renowned Miami-based Baleen Restaurant concept, we are confident that not only will The Shores Resort & Spa remain the market leader, but it will become an important component to the overall emergence of Daytona Beach Shores as an upscale U.S. resort destination," added Pujalet. 

The decision to transform the property into an independent is an exciting one for the Noble House management team, the hotel employees, guests and the local beach community. Operating under Noble House management for the last ten years, the Hilton Daytona Beach Oceanfront Resort has achieved consistent success as the market leader in both rate and occupancy. 

Going forward, Noble House will continue to maintain the hotel'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.

BALEENdaytonabeach Restaurant & Lounge

Included in the re-branding of the property is the addition of the nationally acclaimed Baleen restaurant and lounge, the signature fine dining brand of Noble House Hotels & Resorts. Originally launched at the company's Grove Isle Resort in Coconut Grove (Miami), Daytona Beach Shores will debut the brand's sixth location, following others in Naples, FL; San Diego, CA; Santa Fe, NM; and Scottsdale, AZ.  Baleen will feature ocean-inspired cuisine with regional and local flavors. The restaurant will offer candlelit dining inside as well as on an outdoor elevated terrace, overlooking the pools and the sparkling Atlantic Ocean.

SpaTerre & Fitness Center

The Shores Resort & Spa will also feature SpaTerre, the signature spa brand of Noble House Hotels & Resorts. The Indonesian-inspired SpaTerre will be designed to incorporate the style and traditions of east and west cultures while promoting health (body), peace (soul) and relaxation (spirit) through global, cross-cultural spa experiences. Decorated in a tropical theme featuring palm tree murals and grass wall coverings, all set in a laid-back Colonial style, the spa will feature six treatment rooms, including a couples massage room, wet room with Vichy Shower, facial room, manicure/pedicure room and a private steam room. The treatment rooms will feature claw-foot tubs and some will include private showers.  The Shores will also feature a new fitness center. 

Guest Rooms

Each guest room at The Shores Resort & Spa is being furnished with an investment of over $30,000 per room that includes a luxury bed package, flat-screen television, amenity décor and new wall designs. The new beach style theme will feature a blend of painted rustic furniture, bright colors and soft textures.  Additional upgrades to the oceanfront guest room balconies were completed earlier this year. 

Meeting Space

Meeting space renovations include a variety of improvements, such as new carpet and furnishings, as well as the addition of a board room, overlooking the pool level and the Atlantic Ocean.

Additional planned renovations include a complete redesign and restructuring of the outdoor pool area, the addition of lush Florida landscaping as well as outdoor tiki bar, all with panoramic views of the Atlantic Ocean. The outdoor pool area will also include a water feature, ceremonial site for weddings and special events and a new Jacuzzi.  Additional renovations to The Shores' welcome experience are planned, including extensively enhanced with renovations to the Porté Côchere including landscaping and distinctive lighting. The Shores' lobby will also undergo upgrades including new furnishings and redesign.  The lobby will be the introduction to the new beach style of this hotel.  An eclectic mix of Colonial and tropical style furnishings with rich, bold colors will be used to recreate the casual elegance of an East Coast beach house.

The Shores Resort & Spa is a 214-room hotel, located on a barrier island on the Atlantic Ocean, just 5 ½ miles long and a few hundred yards wide in The Shores area of famed Daytona Beach.  Sitting on three and a half acres of beautifully landscaped grounds, the hotel has the ambience of a turn-of-the-century beach cottage, combined with top-notch resort services and amenities. On January 1, 2005, The Shores Resort & Spa, located at 2637 South Atlantic Avenue, Daytona Beach, FL, will officially debut. The hotel remains open for business throughout 2004.


Noble House Hotels & Resorts is a privately-held hotel management and development company based in Seattle, Washington.  The company owns and manages 12 boutique hotels and resorts located in seven states and spanning the four coastal corners of the U.S.  Founded in 1980, the Noble House collection includes such renowned properties as The Adolphus in Dallas, Texas; Little Palm Island Resort & Spa in the Florida Keys and The Edgewater in Seattle, Washington. 

Brad Packer
Noble House Hotels & Resorts
(305) 860-4385
Also See: Marc Pujalet and Tom Kovacs Appointed to Executive Posts with Noble House Hotels and Resorts / Feb 2003
Noble House Hotels and Resorts Reopens LaPlaya Beach & Golf Resort Following a $45 million Renovation / Jan 2002

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