Marriott To Expand Renaissance ClubSport Concept

WASHINGTON, D.C.— In December 2002 HOTELS reported on the new Renaissance ClubSport , a US$31 million mixed-used development in Walnut Creek, California, that combines a full-service hotel with a state-of-the-art fitness center. Although bullish on the concept, at

that time Marriott International said it was too early to characterize the concept, which was conceived and managed by Leisure Sports Inc., as a sub-brand. That is no longer the case today as the success of the Walnut Creek property has driven the development forward. Marriott is readying for a nationwide expansion of Renaissance ClubSport, which should see the addition of 15 such "lifestyle" concepts over the next five to seven years.

Stephen Joyce, Marriott's executive vice president of North America full-service lodging development and owner and franchise services, cites the Walnut Creek property's strong performance as the reason behind the aggressive expansion plan. According to Joyce, that hotel has been able to achieve a US$25 rate premium and much higher RevPAR than its competitive set. Much of this success (50% of property revenue) can be attributed to the resort's popularity with locals who have bought memberships to the deluxe, 75,000-sq. ft. (7,000-sq. m) fitness facility. Some 4,200 memberships at US$110-US$225 per month have been issued—and there's a waiting list.

To expand the brand, Marriott acquired the ClubSport name and intellectual property rights from Leisure Sports. Leisure Sports will continue to consult with Renaissance, however, providing technical, design, operational and marketing services support for the club component of each new resort. In addition, Scott Pickert, former executive vice president with Leisure Sports, has joined Marriott as senior vice president of Renaissance ClubSport.

A sort of country club for a new generation, Renaissance ClubSport targets mainly suburban office park locations that have a large surrounding residential component. In addition to the fitness center, the 175- to 250-room resorts include ample meeting space, a day spa, an outdoor pool and patio area, child care facilities and upscale F&B offerings. Each new property also will feature the newly designed Renaissance guestroom, featuring modern and whimsical décor, upgraded bedding and high-end amenities.

According to the company, cost to develop a Renaissance ClubSport, including land, is approximately US$55 million to US$60 million.

Three new properties are under development in Chandler, Arizona (suburban Phoenix), Rockville, Maryland (suburban Washington D.C.) and Aliso Viejo in Orange County, California.