Demonstrating its curatorial talent for crafting creative lifestyle experiences, Los Angeles-based Kor Hotel Group initiates the international launch of The Tides brand, its newest upscale resort-hotel collection. Significant events mark the brand's debut: a comprehensive redesign of the original Tides Hotel in South Beach, Florida, by tastemaker Kelly Wearstler; a new identity for the recently acquired Ikal del Mar resort in Mexico as The Tides Riviera Maya; and the surpassing of $50 million in sales for the upcoming Tides Playa del Carmen resort-residence project. Known for its enviably located hotels, resorts and residences and its passion for provocative design and intuitive service, Kor dedicates the new brand and its elite properties to the cosmopolitan travel connoisseurs for whom they are designed.
'Like our flagship Tides South Beach, a landmark renowned for its sophisticated yet informal beachfront presence,' said Nicholas Clayton, President of Kor Hotel Group, 'each of The Tides-branded properties will grace a relaxed beachside locale in an influential destination. Our aim is to create a series of resorts that emit an adventurous, globo-coastal ambience.'
Wielding her signature talent for artful historic layering, acclaimed designer Kelly Wearstler will lead the transformation of the historic Art Deco Tides Hotel in South Beach. Re-dressing the hotel's interiors in rich strata of museum-quality artifacts, Wearstler introduces an updated contemporary energy to the property, yet carefully respects both the edifice's historicity and the easy nonchalance of its beachfront spirit. Renovations encompass all aspects of the property, from the grand public spaces to all 45 guestrooms. Nearly all public areas of the hotel have been completed, including the restaurant with its elegant front terrace and the magnificent lobby. The Tides' spectacular ocean view guestrooms, the new Coral Bar, which will become a brand-wide signature product, and the pool deck will debut early August 2007. A Founders Program that provides enhanced personal services, valuable pricing benefits, and coveted Kor Hotel Group privileges to hotel residence buyers at The Tides South Beach is also being unveiled.
As Kor Hotel Group continues to expand its hotel portfolio with properties both nationwide and overseas, it will reserve The Tides identity for select projects of only the highest standard. Exclusive and sensual, the resort formerly known as Ikal del Mar presents the first overseas incarnation of this directive, and has been renamed The Tides Riviera Maya. Set within the thriving, international milieu of Mexico's Riviera Maya, ten miles north of Playa del Carmen, the six-acre, Caribbean Sea-side resort has been touted as 'a sexy, eco-conscious hideaway in the jungle' by Travel + Leisure. Designed to accentuate the pristine qualities of its dramatic setting, accommodations and amenities lie discreetly hidden within lush vegetation or overlooking coastal splendor. Thirty palapa villas with private plunge pools, the Maya Spa and indoor-outdoor gourmet dining combine with immaculate service to attract the most discriminating of guests.
Ten miles south, The Tides Playa del Carmen will offer a decidedly more active beachfront experience. Located steps from Playa's lively enclave of cafés, lounges and boutiques, the resort will sit on Playa's largest beachfront property and feature luxuriant resort residences across an eight-acre haven replete with pool, private beach club and a 10,000-square-foot spa. Distinctly individual in their design and relationship to the Caribbean, both properties will accentuate their surroundings and offer impeccable service.
Ongoing expansion of The Tides brand comprises a vital component of Kor Hotel Group's overall growth strategy as the company carves out a distinctive niche in the upscale hotel market worldwide. Over the next few years, Kor will bring new, ground-up Tides properties, including The Tides Anguilla in the British West Indies.