Salamander Hotels & Resorts has rebanded as the Salamander Collection as the company marks the 10th anniversary of its flagship resort in Virginia.
On Aug. 29, 2013, Sheila Johnson opened the Salamander Resort & Spa in Middleburg, VA, which is now called Salamander Middleburg under the fresh branding. Since opening, the resort has achieved both the Forbes Five-Star and AAA Five Diamond ratings. Last year, the company added another branded property in the nation’s capital, Salamander Washington DC, while this summer has seen the completion of the first homes in its inaugural branded residential project, Residences at Salamander Middleburg.
The Salamander Collection owns and operates seven properties in the U.S. and Caribbean and has more than 3,000 service professionals in its employ. In the past 12 months, the company added three destinations into its growing portfolio.
“Salamander represents much more than hotels and resorts; for the past decade, our unique culture of inclusion, kindness and warmth, has created a genuine sense of belonging, which is why Salamander Collection is an even more fitting name for our company,” said Johnson, founder/CEO, who this September will share details about her voyage into hospitality with the release of her memoir, “Walk Through Fire.”
In addition to operating its properties, the company also hosts numerous events like the Family Reunion, Middleburg Film Festival and the PGA Tour’s Valspar Championship.
The new brand work, overseen by Tracey Slavonia, Salamander’s chief marketing officer, was designed to harness Johnson’s vision, forge brand pillars that reinforce Salamander’s tenets and demonstrate the positive role Salamander plays in its surrounding communities, according to the company. To help amplify the story, Slavonia’s team created a clearer voice and distinct visual aesthetic. Both company and property websites have seen fresh redesigns, while a new Salamander magazine was recently published.
“At Salamander, we believe in forming lasting connections,” said Slavonia. “At our core, we are not just another hospitality company; we are honest, passionate and believe in being gracious and kind to one another. As a result, more people are gravitating toward Salamander Collection. Feeling accepted is a distinct differentiator within our industry and we will continue to convey this compassionate philosophy through our new brand marketing and communications efforts.”
Learn more about Sheila Johnson’s journey into hospitality in the August issue of Hotel Business.