Margaritaville Hotels and Resorts has unveiled a new upscale boutique select-service hotel brand, COMPASS. Incorporating the Jimmy Buffet-inspired lifestyle company’s signature casual-luxe look, the hotel model is designed to be modified for newbuilds, adaptive-reuse buildings, mixed-use concepts and conversions.
Each of the flag’s nature-inspired properties will showcase an open-concept living lounge with an airy atmosphere. Guestrooms will feature the brand’s signature bedding, an oversized bathroom with rainfall showers and smart TVs. F&B plans include a branded indoor bar and grill concept, as well as a landscaped outdoor deck and patio area featuring fire pits, TVs, and water features or a free-form pool. Specific brand standards have been established to guide developers, but they allow for a flexible design that reflects each property’s local surroundings and individual architectural or site plan needs, according to Margaritaville.
The first COMPASS is being developed by Floridays Development Co. on Anna Maria Sound, Florida. Set on a three-acre site adjacent to Minto Communities’ One Particular Harbour marina and luxury condo development, that five-story, 131-key hotel will feature 83,000-sq.-ft. of interiors designed to bring the outdoors inside. (A projected opening date for the property was not immediately available.)
COMPASS is aiming for national growth across the U.S., targeting city-center urban locations near regional convention centers and college towns, as well as smaller destination resort sites on beaches, lakes and mountains.
John Cohlan, ceo of the brand’s parent company Margaritaville Holdings, says the new flag presents a “compelling competitive advantage” to developers in the boutique select-service space.
“Our focus is to ensure the cost to construct a COMPASS property is comparable to other upscale select-service hotels while offering a fun, locally inspired lifestyle experience in a boutique setting,” adds Rick Cunningham, vice president of hotel development at Margaritaville, which spent the past year conducting customer research and market analysis to create the flag. “With our tremendous brand awareness and the owner-friendly design concept, we see a remarkable opportunity to rapidly grow the brand across the U.S., with short-term target markets throughout the Southeast and mid-Atlantic.” In addition to the Florida locale, several projects are currently under consideration with development groups in the those regions, according to the company.