Carlsbad, Calif. – April 23, 2015 – On April 30, Hilton Carlsbad Oceanfront Resort will officially welcome visitors with a new name, Cape Rey, and a whole new vibe. This comes as part of a hotel-wide rebranding effort to focus on the authentic Southern California beach lifestyle, delivering the prime location, adventurous spirit and luxurious simplicity that today’s traveler seeks.

“Our property is a beachfront basecamp for Southern California adventures. Guests can experience the best of our laidback lifestyle, relaxed-meets-refined service, comfortable luxury and the benefits of our continued affiliation with the Hilton brand,” said General Manager Vikram Sood. “As the only upscale resort situated directly along North San Diego County’s coastline, the Cape Rey name helps us to better position the actual hotel experience.”

The name “Cape Rey” was inspired by the resort’s physical location within the San Luis Rey River Valley. “Rey,” Spanish for “king,” provides a sense of prominence, while “Cape” ties in the hotel’s sweeping coastal vistas and authentic seaside locale.

“This new sense of place more accurately reflects the historic legacy of the region and a sense of personal adventure,” says Sood. “It also gives us greater freedom to create and shape unique, locally-inspired guest activities and signature events that are as distinctive as the property.”

Beyond the name, the bulk of the rebranding effort will manifest in the experiential aspects of each guest’s stay. Creative itineraries, excursions and partnerships from the new “Leisure Services Team” introduce guests – both on property and off- to the tastes, places, products and personalities that speak to the surrounding beach lifestyle and provide the type of immersive hospitality the modern traveler craves. Employees act as property ambassadors, whose expertise in everything from surf spots to taco shops provides guests with a backstage pass to all things local and Southern California-cool.

Subtle updates to the hotel’s physical spaces act as a conduit to the brand by emphasizing location through art, landscape and design. To encourage a stream of activity and help guests connect with each other and the resort’s ocean vistas, Cape Rey will feature more defined social spaces at the pool, in the lobby and at Chandler’s Restaurant and Lounge. The re-styled pool area includes new private cabanas, updated cushions and services that focus on laidback luxury. Outdoor dining and gathering areas have been expanded to create casual gathering spots inviting travelers to easily kick back, relax and enjoy the view. Debuting in the fall will be several luxury suites, each inspired by local lifestyle companies including Reef and Nixon.

Meetings, weddings, dining and spa all have a new Cape Rey flavor as well. The resort’s “Private Events” team will operate with an emphasis on intuitive service, bespoke menus and a shift toward sustainable offerings and amenities. Couples getting married at Cape Rey can ensure a distinctive, customized event with the “Uniquely Yours at Cape Rey”initiative. Ocean Crest Spa complements hotel activities with treatments and services derived from natural, organic and local products, and will be teaming up with area businesses for elevated health, fitness and nutrition opportunities. Finally, Chandler’s will focus on partnerships with local brew masters, vintners and food experts to celebrate the region’s culinary bounty. New offerings such as beach picnics and summer bonfires feed the adventurous spirit of the Cape Rey guest.

“Cape Rey is about more than a resort; it’s a lifestyle,” said Eric Stein, creative director for Neu Citizen, the Los Angeles-based company tapped to help with the rebranding. “Meet at the Cape, dine at the Cape, get married at the Cape – we see Cape Rey becoming synonymous with the best of Carlsbad beach life.”

To learn more about Cape Rey, visit

Media Note: The new Cape Rey website will not be delivered to the public until April 30. The hotel is providing media with an advance preview of the new site at Please excuse any sections that are not fully completed at this time.