Shores Resort to Debut in Daytona Beach

With renovations and
additions well underway, Noble House Hotels & Resorts is readying for
the debut of The Shores Resort & Spa in Daytona Beach Shores, 
Florida.Ê Earlier this year, the company announced plans for a major
renovation and re-branding of the Hilton Daytona Beach Oceanfront
Resort to The Shores Resort & Spa.Ê At exactly 12:01 a.m. on December
16th, 2004, the property officially became The Shores Resort & Spa, 
signifying the expiration of Noble House’s franchise agreement with
Hilton Hotels.
The resort, which has been an icon on the sands of Daytona Beach
Shores for years, is currently in the midst of a renovation project
totaling over $20 million.Ê This project includes a complete
renovation of all guestrooms; a new SpaTerre, the signature spa of
Noble House; a Baleen Restaurant, the signature fine dining brand of
Noble House; renovated public spaces; major enhancements to the
hotel’s meeting space and pool deck, as well as operating systems.Ê  Noble House Hotels & Resorts’ investment into the hotel over the past
10 years has been in anticipation of the hotel’s repositioning as part
of the esteemed Noble House Collection.Ê ÊÊ

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The resort has been part of the Noble House Collection since 1994, but
continued the existing franchise agreement with Hilton for the past 10
years.Ê Hotel staff and management have, since 1994, been Noble House
Hotels & Resorts’ employees.Ê Staff and management of The Shores will
be Noble House employees, as well.Ê Intensive training for all staff
will ensure the service levels are commensurate, in order to properly
offer the array of new services and amenities the property will now
showcase.

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In general, a hotel franchise agreement is between a firm (Hilton
Hotels) and a hotel owner (Noble House Hotels & Resorts affiliate
[NH]) in which the firm (Hilton Hotels) provides the owner the right
to use the firm’s name (the Hilton brand name) for a fee.Ê The fee in   the hotel industry is typically a percentage of gross rooms’ revenue, 
plus a reservations and marketing fee.Ê Franchise agreements are
typically entered into for periods of up to 10 years or longer.

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“The staff and management here are incredibly excited about the
transformation of the property and we look forward to welcoming back
our friends and guests to experience The Shores,” said Stacy Martin, 
general manager of The Shores Resort & Spa.Ê “Many of us have worked
here for years - some for close to 20, and we’re thrilled to have the
new rooms, spa and restaurant to offer our loyal guests and the local
community,” added Martin.

The decision to transform the property for inclusion into the Noble
House Collection is an exciting one for the Noble House management team, the hotel employees, guests and the local beach community.Ê The
Hilton Daytona Beach Oceanfront Resort has achieved consistent success
as the market leader in both rate and occupancy since Noble House has
owned the property.Ê The company expects that with significant
property improvements and an independent marketing effort, the resort
and its guests will benefit tremendously from inclusion in the Noble
House Collection of properties.

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Going forward, Noble House will continue to maintain the property’s
position as the premier hotel in the Daytona Beach market through
additional capital investment as well as enhanced sales and marketing
support.Ê The Daytona Beach Shores property is a very important asset
for Noble House because of its consistent solid financial performance   as well as Noble House’s desire to increase its presence in the
growing Florida market.
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