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Marriott's Renaissance Chain Taking on Carambola

Feb. 12, 2007 — Carambola Beach Resort, located outside Frederiksted on St. Croix's north shore, will become the Renaissance Carambola Beach Resort this summer.
"Renaissance Hotels and Resorts is a prestigious brand of Marriott International, and we are thrilled to bring them to St. Croix and the Carambola Beach Resort," said Larry Vaughn, managing partner of resort owner J.S. Carambola, in a news release issued Monday. Other partners include John and Brandie Puls and Michael O'Malley.
The company said in January that the property would carry a Marriott flag. Renaissance is a Marriott brand. (See "Carambola Resort Plans Embrace Local Heritage and Culture, Developers Say.")
Comments about the importance of the Renaissance brand came from Luana Wheatley, marketing director of the V.I. Hotel and Tourism Association, and Pat Henry, president of the St. Croix Hotel Association.
"To have a large brand like the Renaissance and Marriott on the island is tremendous from a marketing standpoint," Wheatley said.
The name brings brand awareness, said Henry, who manages the Divi Carina Bay Resort. When people look at Marriott for a vacation, they'll discover it has a Renaissance property on St. Croix, he said.
"It gives additional recognition to St. Croix," Henry said. The Renaissance name is well-known across the United States, Wheatley said.
Several Frederiksted-area businesspeople saw the addition of the Renaissance name as good news. Hal Rofbach owns the five Cane Bay Dive shop stores, including one at Carambola. Not only will the name Renaissance bring more people to Frederiksted, it will also increase the number of visitors arriving on St. Croix, Rofbach said.
"They'll be using the Marriott advertising," he said.
Ty Singer, a bartender at Frederiksted's Sunset Grill restaurant, echoed Rofbach's remarks but added that he expects the Renaissance guests to frequent Frederiksted-area business.
The 151-room hotel is in the midst of a $20 million renovation that includes the rooms, meeting spaces, restaurants and public spaces. It also includes the addition of the 2,200 square-foot Larimar Spa, scheduled to open in winter 2007.
Each of the property’s 151 suites will be completely refurbished with new marble floors, granite counter tops in the bathrooms and kitchenettes, plasma televisions, new soft goods, new bedding package, dishwashers, full-size refrigerators and microwaves.
The hotel opened in 1986, but has undergone several ownership and name changes.
For reservations, call 888-503-8760 or 340-778-3400, or click here.
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