Hotel Online  Special Report

 Noble House Hotels & Resorts Readying the Debut
of The Shores Resort & Spa in Daytona
Beach Shores, Florida; 
The Former 212 room Hilton Receiving $20 million Transformation


DAYTONA BEACH SHORES, FL (December 16, 2004) – 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.

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 2,500 square-foot 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 couple’s 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, with state-of-the-art exercise equipment.

Guest Rooms

Each guest room at The Shores Resort & Spa is being furnished with an investment of over $30,000 per room, which includes a luxury bed package; a hi-tech package including a 42-inch plasma flat-screen television, DVD/CD player and hi-speed Internet access; amenity décor and new wall designs.  The new beach style theme will feature a blend of painted rustic furniture, bright colors and soft textures.  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 boardroom overlooking the pool level and the Atlantic Ocean.  The resort offers 10 meeting rooms and over 17,000 square feet of adaptable function space, with spectacular water views, for corporate and social events.

Additional renovations include a complete redesign and restructuring of the outdoor pool area, the addition of lush Florida landscaping as well as an outdoor tiki bar, all with panoramic views of the Atlantic Ocean.  The outdoor pool area will also include a water feature, a ceremonial site for weddings and special events and a Jacuzzi.  The Shores’ welcome experience will be extensively enhanced, with renovations to the Porté Côchere including landscaping and distinctive lighting.  The lobby of The Shores will reflect the new beach style of this hotel, and undergo upgrades including new furnishings and redesign.  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 212-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. In Spring 2005, The Shores Resort & Spa, located at 2637 South Atlantic Avenue, Daytona Beach, FL, will officially debut.  For more information, call toll-free (800) 934-SHORES or visit


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.  For more information or to book reservations, visit the Noble House Hotels & Resorts website at

 Brad Packer
Noble House Hotels & Resorts
(305) 860-4385
Also See: Noble House Hotels & Resorts Repositioning the Hilton Daytona Beach Oceanfront Resort as an Independent Property / July 2004
Chef Robbin Haas Developing High End Restaurant - Baleen - at Noble House Hotels San Diego Paradise Point Resort / May 2000
Chef David Meador Opens Noble House Hotels and Resorts Signature Restaurant Concept, BALEEN, at The Inn and Spa at Loretto / May 2004

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