Expansions & Renovations

Classic Hotels & Resorts Launches Renovation and Rebranding of Firesky Resort & Spa

SCOTTSDALE, AZ. January 12, 2017 – Classic Hotels & Resorts, a leading hospitality development and management company based in Phoenix, announced today its plans to rebrand and rename Firesky Resort & Spa, a boutique property the company acquired in April 2016. The 204-room resort, located in Old Town Scottsdale, is being renamed as The Scott Resort & Spa, along with a newly rebranded website that is now live.

Revered as one of the premiere resorts in Arizona, boasting one of the best locations in Scottsdale and known for its impeccable service and tantalizing cuisine, The Scott continues to be a favorite among tourists and locals alike. Over the next two years, Classic Hotels & Resorts will invest $15M to make an already beloved resort even better. The reinvention will consist of all guest rooms, suites and public spaces, including the resort’s 14,000 square feet of meeting space, two pools, lobby bar and restaurant. The redesign will at once celebrate the historic building’s iconic architecture, while introducing a new look and feel and elevated guest service culture, creating a new personality for the prized resort alongside an all-new restaurant concept – both of which will be unique to the current Phoenix/Scottsdale hospitality market.

While maintaining the resort’s vibrant Sonoran style that visitors and locals have enjoyed for the past 55 years, The Scott will soon benefit from several significant enhancements throughout. The first phase of the redesign will begin in May 2017 and be complete in September 2017, just in time for peak season travelers, and will include:

The lobby will be upgraded from the inside out. With caning screens that contrast against the modern curved brass of Bauhaus-inspired chandeliers and rattan settees scattered throughout, the lobby will reflect an eclectic style of traditional front porch Havana. Blue-glazed olive jars and indoor landscaping create an intimate seating oasis for guests. A hand-crafted, Spanish-tiled bar and existing arches reflect the traditional, original architecture of the space. Vintage artwork and paintings compliment signature rattan and wicker furniture.

The signature Lobby Bar and Restaurant will be completely renovated and re-concepted, while still capitalizing on its ideal indoor-outdoor layout. A large tree will serve as the bar’s focal point in the center of the open-air space, surrounded by abundant succulents and indigenous plant life. The fireplace will remain rightfully intact, as a gathering place for morning coffee or evening cocktails. The new furnishings and décor are met with an all-new menu, designed by Executive Chef Christopher Bailey.

Several upgrades to the resort’s two lagoon-like pools will include additional cabanas and beautifully new landscaped surrounds. Guests and locals will continue to enjoy creative cocktails and light bites from the Acqua Pool Bar and are welcome to dip their toes in the resort’s signature sandy beach pool.

The resort’s 14,000 square feet of meeting and function space will receive all new custom Axminster carpeting and custom decorative light fixtures that echo the property’s overall Spanish and Moroccan inspired ambiance. Landscaping and outdoor lighting upgrades are also underway for the beautiful event lawn, the resort’s main wedding venue. Smaller common public spaces and patios will be refurbished, with additional fire pits for lounging.

The second phase will revamp all 204 spacious guestrooms, each of which features private outdoor patios or balconies. Significant upgrades will range from new furniture packages and case goods to redesigned bathrooms. The renovation will also unveil an all-new Presidential Suite and the addition of four one-bedroom suites.

“This historic property is an elegant and fun addition to our portfolio, and we feel honored to restore and update it in ways that enrich the guest experience – not only through elevated and comfortable design, but also through new amenity and programming concepts that speak to this unique desert destination,” said Classic Hotels & Resorts President John Grossman. “The Scott is a modern incarnation of an Arizona classic with a fresh, design-forward concept that will attract both locals and visitors alike.”

A talented team of designers is responsible for the resort’s new concept, including New York and San Francisco-based AvroKO, local architect firm Synthetic Design, and Hart Howerton, which is overseeing the meetings and events spaces. Rinker Design crafted the resort’s rebranding and played an important role in concept visioning and programing.

“This is such an exciting project for us to be involved with,” said Greg Bradshaw, founding partner of AvroKO. “We took the approach of wanting to keep intact some elements that are already very much a part of the hotel – particularly the beautiful Spanish Revival inspired architecture – and have incorporated several new layers into the overall design, including beautiful staple pieces that are inspired by the Bauhaus movement and old Havana, which guests will see immediately upon arrival and get a true sense of the place right away. We can’t wait to see the finished product and how it all comes together.”

Classic Hotels & Resorts has a long history in hospitality in the Valley. The company has owned and operated the Arizona Grand Resort & Spa in Phoenix since 2006. On the California coast, Classic is known for its proven track record for acquiring and reintroducing charming, charismatic boutique hotels. All four of its California properties have undergone restorations and been successfully reintroduced in their respective markets, including the 36-room surf lodge now known as the Laguna Beach House (re-opened May 2015) and The Inn at Laguna Beach, two blocks south (renovated 2012), which arguably boasts the best location in town, right on Main Beach and walking distance to downtown Laguna. Up north is the 110-year-old La Playa Carmel (also renovated 2012) and the new Hotel Carmel, which was rebranded and debuted in May 2016 – both in the heart of the charming seaside village.

Like its sister properties, The Scott also benefits from a premier location (4925 North Scottsdale Road) with direct access to Old Town’s Scottsdale’s many renowned restaurants, galleries and shops that have helped make Scottsdale an internationally-recognized leisure destination.

For more information or to make a reservation at The Scott Resort & Spa, please call 800-528-7867 or visit www.thescottresort.com.

About Classic Hotels & Resorts

Classic Hotels & Resorts (CHR) is an affiliate of Grossman Company Properties (GCP). GCP is one of the premier commercial and residential developers in the Western United States. During the past 50 years, GCP has built, developed and managed more than 14 million square feet of high-quality properties, including Hotel Carmel, Laguna Beach House, Arizona Biltmore Resort & Spa, La Playa Carmel, The Inn at Laguna Beach, Biltmore Fashion Park and the Phoenix Spectrum Mall. Additional information is available at www.ClassicHotels.com.

Coming Up In The December Online Hotel Business Review

Feature Focus
Hotel Law: Issues & Events
There is not a single area of a hotel’s operation that isn’t touched by some aspect of the law. Hotels and management companies employ an army of lawyers to advise and, if necessary, litigate issues which arise in the course of conducting their business. These lawyers typically specialize in specific areas of the law – real estate, construction, development, leasing, liability, franchising, food & beverage, human resources, environmental, insurance, taxes and more. In addition, issues and events can occur within the industry that have a major impact on the whole, and can spur further legal activity. One event which is certain to cause repercussions is Marriott International’s acquisition of Starwood Hotels and Resorts Worldwide. This newly combined company is now the largest hotel company in the world, encompassing 30 hotel brands, 5,500 hotels under management, and 1.1 million hotel rooms worldwide. In the hospitality industry, scale is particularly important – the most profitable companies are those with the most rooms in the most locations. As a result, this mega- transaction is likely to provoke an increase in Mergers & Acquisitions industry-wide. Many experts believe other larger hotel companies will now join forces with smaller operators to avoid being outpaced in the market. Companies that had not previously considered consolidation are now more likely to do so. Another legal issue facing the industry is the regulation of alternative lodging companies such as Airbnb and other firms that offer private, short-term rentals. Cities like San Francisco, Los Angeles and Santa Monica are at the forefront of efforts to legalize and control short-term rentals. However, those cities are finding it’s much easier to adopt regulations on short-term rentals than it is to actually enforce them. The December issue of Hotel Business Review will examine these and other critical issues pertaining to hotel law and how some companies are adapting to them.