Marriott International is Getting Slimed! And That’s a Good Thing!
Nickelodeon and Marriott International Enter into Global Partnership to Create new Branded Hotel Experience
- 20 New Resorts Around the World Expected by 2020
- First Hotel Expected to Open in San Diego in 2010
Marriott International, Inc. (NYSE: MAR), Nickelodeon, a unit of Viacom International, Inc.’s (NYSE: VIA B) MTV Networks, and Miller Global Properties, LLC, an international real estate investment and development company, today announced an agreement to co-develop a breakthrough new lodging resort brand and concept for travelers seeking fun and adventure, “Nickelodeon Resorts by Marriott,” with 20 potential hotels expected to be under construction by 2020.
The new upscale, self-contained destination resorts will be developed through a collaboration among Nickelodeon, the world’s number-one entertainment brand for kids, with 35 channels reaching approximately more than 200 million households in 135 countries; Marriott International, which has nearly 2,900 hotels in 68 countries; and Miller Global Properties. Miller Global will have certain exclusive rights to develop and own the resorts in specified geographic areas, and plans to seed an investment fund that is expected to initially provide $300 million of dedicated development equity capital. All “Nickelodeon Resorts by Marriott” properties will be managed by Marriott.
The first “Nickelodeon Resorts by Marriott” property is expected to be a 650-room resort at Liberty Station in San Diego, which will incorporate a 100,000 square-foot water park and activity deck complex featuring a variety of pools and interactive attractions. Designed by Gensler, the well-known international architectural firm, the resort is expected to break ground in January 2008 and open in early 2010. Other potential resort locations being considered for development include major family-oriented destinations in the U.S., Caribbean and Mexican resort areas, the UK and Europe, Asia, Australia and the Middle East.
J.W. “Bill” Marriott, Jr., chairman and chief executive officer of Marriott International, said, “When you bring together the premier hospitality company with the number-one TV destination for kids and families, it’s a winning combination for unbeatable resorts.
Besides being a great new family destination, we believe that ‘Nickelodeon Resorts by Marriott’ will attract younger adults, the young-at-heart, and meeting travelers, especially people who travel on business with their families. As younger boomers and Gen X’ers enter prime child-rearing years, their clear preference for seamlessly mixing business with leisure and family fun will mesh perfectly with the ‘Nickelodeon Resorts by Marriott’ concept" said Mr. Marriott.
Cyma Zarghami, President of Nickelodeon and MTVN Kids and Family Group, said, “This partnership with Marriott to bring the Nickelodeon experience to families all over the world comes at the perfect time, as the first generation of kids who grew up with our brand now have come of age and are having families of their own. Marriott knows hotels and business and leisure travelers, and no one knows kids and families like Nickelodeon. We know this will be a great combination, and it signals the beginning of a new era for the Nickelodeon brand.”
“We are proud to have brought Nickelodeon and Marriott together, and are looking forward to the development of this new hotel concept,” said Eyal Ofer, Co-Chairman of Miller Global Properties. “The Marriott and Nickelodeon partnership provides an extremely compelling investment opportunity by pairing the hotel industry leader with the top kids’ entertainment brand. Together, we will create fantastic destinations that we are confident will be a great economic success.”
“Nickelodeon Resorts by Marriott” will cater to families with children but will also appeal to fun-seeking business groups and individuals, creating a unique marriage of Marriott’s superb hospitality with Nickelodeon’s dynamic and trend-setting entertainment. Guests will experience Nick-themed resort activities throughout the hotel.
A signature component to each resort will be a wide variety of attractions ranging from state-of-the-art pools and water features (indoor water parks will be featured elements in cooler destination markets), plus live entertainment programs featuring popular costumed Nickelodeon characters like Dora the Explorer and SpongeBob SquarePants. “Studio Nick,” a main stage theater space equipped with state-of-the-art lighting, sound and video will anchor the resorts’ live entertainment programs. Studio Nick’s innovative design will allow the resort to concurrently stage several different full-scale live productions for resort guests, and will also provide an unparalleled platform for daytime meeting events.
Resort guests will be pampered with convenient and luxurious onsite vacation services including a full service spa and fitness center, a variety of quality dining and lounge options, private poolside cabanas and an “adults only” lap pool. The hotels will also include meeting space and comprehensive business services designed to accommodate and appeal to group business. Group events will be managed by Marriott’s professional meeting planners and the destination will offer facilities accommodating two 300-person groups, and incorporating, on average, 30,000 square feet of meeting space. During non-group meeting periods, these facilities will host “Nick after Dark” events, as well as themed parties.
Each individual “Nickelodeon Resorts by Marriott” will feature guest rooms and suites that cater to the unique needs of families including multi-bedroom suites, HDTV’s and Marriott’s new signature “plug in” technology. Pleasantly styled “kids’ suites” will be themed with Nick’s most popular hit properties creating an environment that kids will call home while staying at the resort.
In addition to a variety of restaurant options, the “NickToons Café” will provide a casual and friendly environment—the ideal setting for daily “character” breakfasts as well as special evenings. Buffet options and simple menu items will also be available, as well as a bustling “grab & go” area hosting chain food vendors offering a variety of meal choices, including healthy food options, and an on site convenience store for guests on the move.
Retail offerings will be a key element of the guest experience, with Nick-themed retail items available that are exclusive to the resort, as well as a “Nick Pix” photo studio and Nick.com Cyberzone, where kids and families can safely surf Nick.com and Nickjr.com content online, and view resort-specific information. A large game room featuring the latest and most popular video and traditional table top games will be available for all resort guests looking for added family entertainment and interaction.
The resort will encourage sophisticated adult interactions in the context of Marriott’s new Social Business spaces that provide zones for activities ranging from checking email with a latte to meeting and chatting with friends and colleagues over drinks and light snacks.
Visit the press site, www.nickmarriottpress.com, for more information.
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