AMResorts Unveils New Properties, Relaunch of Sunscape Brand

AMResorts Unveils New Properties, Relaunch of Sunscape Brand

At this year’s 36th Annual Tianguis Turístico, AMResorts, provider of sales, marketing and brand management services for Zoëtry Wellness & Spa Resorts, and Secrets, Dreams and Now Resorts & Spas, forecast a highly successful 2011 with the reintroduction of the Sunscape brand and the continued expansion of the brand, including the opening of new properties in new destinations.

In November, AMResorts will reinstate the Sunscape Resorts & Spas brand with the debut of Sunscape Dorado Pacifico Ixtapa, the company’s first hotel in this Pacific Coast Mexico destination. The former EP property will undergo a $10 million renovation to include a redesign of its 285 guest rooms, the addition of a new Explorers Club for children age 3 to 12, and the addition of a new Core Zone teen center as well as a new spa. The makeover is slated for completion on Nov. 1, when the property will officially be reflagged Sunscape Dorado Pacifico Ixtapa.

The Sunscape brand’s tagline will be “Unlimited Fun,” but like Secrets and Dreams Resorts & Spas (which boast “Unlimited Luxury”), the Sunscape brand will also be a full-service brand with 24-hour room service and multiple restaurants, including a selection of a la carte dining that will not require guests to wear bracelets or make reservations, and will offer unlimited dining opportunities. According to Matthew Mullen, AMResorts’ senior director of sales, more Sunscape Resorts & Spas are to come and likely they will be announced this year.

The company further announced at Tianguis two new Punta Cana hotels that will open this May -- Secrets Royal Beach Punta Cana (www.secretsresorts.com) and Now Larimar Punta Cana (www.nowresorts.com), which will provide AMResorts with an additional 1,100 rooms in the destination. Before being reflagged in May, these hotels will also under a makeover to include a new Secrets Spa by Pevonia, a new Explorers Club, the retheming of all restaurants at both hotels and a soft good refurbishment of rooms at the Secrets property.

Finally, in December the company finished its renovation of Secrets Sanctuary Cap Cana, in the Dominican Republic, including a new 20,000-square-foot Secrets Spa by Pevonia with 35 treatment rooms, a redesign of its 176 rooms and the rebranding of all restaurants.