Shell Vacations' Vino Bello Opens in Napa
NORTHBROOK, IL, July 5, 2006. It's not every day that an independently owned and developed timeshare resort and a privately owned hotel open simultaneously on the same piece of land, especially in a place like Napa, California, where there are few hotels and even fewer timeshare resorts.
But that's exactly what's happening in July as Shell Vacations LLC, one of the nation's leading independent vacation ownership developers, celebrates the grand opening of the 116-key Vino Bello Resort, considered its flagship property. Opening at the same time is the 158-room Meritage Resort at Napa, developed by Pacific Hospitality Group (PHG) an unrelated entity. Both properties have been built on 12 acres in the shadow of Napa's landmark Grape Crusher statue, south of the city and in the heart of Napa's Carneros Region.
"While there is no formal partnership involved, we are sharing the same piece of land and have many cross uses," explained Shell Vacations CEO Sheldon Ginsburg, in describing this unique association. "It's more of a joint-use agreement that will result in significant benefits to everyone involved, including guests at both properties with the Meritage staff checking in Shell guests and providing additional services."
After two years of work with the Napa Planning Commission, Shell Vacations - based in Northbrook, Illinois - received development approval and closed on the property in July 2004. It was the only remaining Napa land that had been zoned for vacation ownership. Development plans for the mixed-use property called for a hotel and a premium purpose-built vacation ownership resort. A major element of the Planning Council's approval was based on Shell's - and the hotel's - commitment to create an architecturally and environmentally acceptable design that blends with the surrounding Napa Valley area.
According to Simon Crawford-Welch, Ph.D., RRP, Executive Vice President of Sales & Marketing, "Vino Bello will be sold as part of the point-based Shell Vacations Club - West region and is expected to be in high demand by our Club members. Initial sales of SVC-West at our on-site Napa Preview Center are almost double our budgeted numbers and only strengthen our belief that Vino Bello will be an excellent strategic fit, considering our large California owner base," he says.
Although the area welcomes more than ten million annual visitors who come to tour the functioning 500 or so wineries in Napa and nearby Sonoma County, Napa Valley has only 3,000 hotel rooms, the majority of which are small bed and breakfast establishments.
Crawford-Welch adds that their marketing team intends to tap into this burgeoning Napa Valley tourism traffic and has established strong joint marketing alliances with area businesses and attractions. Perry Bergelt is Regional Director of Sales & Marketing for Shell Vacations - West and John Carter is Regional Director of Marketing.
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