Hotel Online  Special Report

Noble House Hotels Names Stacy Martin as General
Manager and Verdell Ekberg as Director of Marketing
for The Shores Resort & Spa, Daytona Beach


DAYTONA BEACH SHORES, FL (May 12, 2005) – Along with a completely new look, The Shores Resort & Spa has introduced a new face to the management team.  Industry veteran Verdell Ekberg joins the hotel as Director of Marketing and will be responsible for overseeing the marketing and advertising for the relaunch of this newly transformed resort.   Stacy Martin will continue as General Manager, a position she has held for four years, and oversee the resort’s $30 million transformation.  Sherilee Stoudt will continue in her position as Director of Sales. 

The resort, a member of Noble House Hotels & Resorts, has been an icon on the sands of Daytona Beach Shores for years.  The transformation project will total over $30 million and 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.   

“There are countless new changes to the resort and we are proud to welcome our new team,” said Stacy Martin, general manager, The Shores Resort & Spa.  “The Shores is an entirely new resort and with it comes an entirely new attitude in service. Our associates, both new and those that have been with us for years, are excited about this transformation and eager to welcome our guests.”

Stacy Martin will continue her role as general manager of The Shores Resort & Spa.  Along with overseeing the complete transformation, Ms. Martin is also responsible for the supervision of all day-to-day management and operations at the 212-room property.  Martin has been with the resort since June 2001.  Prior to her position at The Shores, Martin was general manager of LaPlaya Beach Resort (now LaPlaya Beach & Golf Resort) in Naples, Florida, where she oversaw the transition preparation of the resort’s $51 million renovation. 

Martin has been with Noble House Hotels & Resorts since 1992, as general manager of The Edgewater in Seattle and The Adolphus Hotel, where she joined the legendary Dallas hotel as reservations manager, eventually becoming resident manager.  Prior to joining Noble House, Martin was a hospitality consultant, acting as an on-property trouble-shooter for a Dallas luxury hotel company.  Martin started her career in the Sheraton-Boston Hotel & Towers.

An active member of her community, Martin has been on the Board of Directors of the Hotel/Motel Association of Volusia County.  Martin lives with Philip, her husband of 20 years and her 14 year-old daughter.

Verdell Ekberg has been appointed director of marketing of The Shores Resort & Spa.  Mr. Ekberg is responsible for managing all aspects of the marketing department, including corporate and leisure sales, group sales, catering sales, marketing and advertising.  Ekberg is a twenty-year hospitality industry veteran with a strong track record of leadership and success at some of America’s leading hotels and hospitality organizations.  Most recently Ekberg was the regional director of sales and marketing for the Procaccianti Hotel Group, where he oversaw the sales and marketing capabilities for ten full-service hotels in the Northeast.  Ekberg has also served as Corporate Director of Sales and Revenue Management for Interstate Hotels & Resorts, where he was responsible for sales and revenue management for 200 hotels.  While with Interstate, Ekberg was responsible for producing rooms and catering revenues of more than $585 million. 

Other career highlights include serving as Director of Sales and Marketing at New York’s Park Central Hotel.  Brought in to manage the hotel through the transitional period following the 9-11 terrorist attacks as well as bankruptcy from a previous ownership, Ekberg was responsible for sales, marketing and revenue management for the 935-room hotel.  He oversaw the creation of a new marketing strategy, branding campaign and website and helped the property exceed both its occupancy and revenue budgets against the backdrop of a significant downturn market.

Director of Sales Sherilee Stoudt has been with the resort since June of 2001.  She will work together with Verdell Ekberg in developing comprehensive sales and marketing strategy to reposition the hotel after its $30 million transformation.  This is Stoudt’s second time in the sales department at the resort, as she was a sales manager from 1994 to 1996, when the property was known as the Daytona Beach Hilton Oceanfront Resort.  Prior to joining the property, Stoudt was national sales manager for Hard Rock Café, where she established strategies to increase incremental business at corporate locations worldwide. 


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, including a full service spa, SpaTerre and BALEENdaytonashores, the signature restaurant of Noble House Hotels & Resorts.

Breezy tropical colors, natural woods, colorful furniture and cool tile accents provide the perfect back-drop for this stunning oceanfront setting.  In Summer 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 Readying the Debut of The Shores Resort & Spa in Daytona Beach Shores, Florida; the Former 212 room Hilton Receiving $20 million Transformation / December 2004
Noble House Hotels & Resorts Repositioning the Hilton Daytona Beach Oceanfront Resort as an Independent Property / July 2004

To search Hotel Online data base of News and Trends Go to Hotel.Online Search

Home | Welcome! | Hospitality News | Classifieds | Catalogs & Pricing | Viewpoint Forum | Ideas/Trends
Please contact Hotel.Online with your comments and suggestions.