June
2008 | by John
Graybill
 After
six and a half
months of remodeling,
L'Auberge Del
Mar is scheduled
to reopen on
June 6. Over
100 construction
workers have
been feverishly
working on site
in recent weeks
to make sure
there will be
no delay. With
the busy summer
season approaching,
with the huge
US Open event
coming to town,
and with weddings
scheduled,
the hotel's
management is
making sure
they get back
to business
in the first
week of June.
So
what does six
and a half months
of lost revenue
and $25 million
in capital expenditures
for renovation
do for L'Auberge?
It creates the
foundation to
re-emerge in the
market as a premier
coastal boutique
resort. L'Auberge
will now be able
to effectively
compete for customers
seeking upper-luxury
resort hotels
such as the Grand
Del Mar, The Lodge
at Torrey Pines,
La Costa, and
the Four Seasons
Aviara. The renovation
consisted of remodeled
guest rooms, a
new lobby, restaurant,
spa, meeting rooms,
and extensive
landscaping improvements.
L'Auberge
will have a
location advantage
due to its proximity
and easy access
to Del Mar's
beautiful beach
area and quaint
village. According
to Michael Slosser,
General Manager, “The
resort hasn't
had a comprehensive
renovation
since it was
built in 1989.
We made a major
decision to
do it because
this asset
is irreplaceable
-- a unique
boutique hotel
with an unbelievable
location and
a very strong
client following.”
So
what does six
and a half months
of lost sales
tax/transient
occupancy tax
(TOT) and a renovated
L'Auberge do for
Del Mar? It creates
the foundation
for a higher long-term
tax revenue stream
for our town and
a centrally located
facility that
locals can use
and enjoy. The
higher room rate
and occupancy
rate should translate
to more tax money
that is needed
for many public
projects in the
city of Del Mar.
Also, tax revenues
from many restaurants
and retailers
in the village
should improve
because L'Auberge
is an important
foot-traffic generator.
The
renovation
is clearly apparent
from the street.
It is open,
lush, inviting,
and no longer
obscured by
barrier landscaping.
A beautiful
ocean-view corridor
is obvious from
Camino Del Mar.
According to
Francine Williams,
Director of
Sales and Marketing, “Residents
will enjoy
stopping by
for a glass
of wine and
appetizers at
sunset to take
in the casual
elegance of
the Bleu Bar
or Waterfall
Terrace. Live
lobby music
with an ocean
view is certain
to be a draw.”
The
new restaurant
will open September
10. It is planned
to be a standout
venue with outdoor
dining offering
intimate seating
areas beneath
hanging lanterns
around various
water features
and fire-pits.
The menu will
feature local
farmers, sustainable
seafood, and hormone-free
meals. Signature
dishes will offer
regional flavors
using an open
demonstration
kitchen.
The
spa will continue
to operate in
its previous location
until the new
and improved spa
opens late December
with a broad range
of classic and
signature services
including massages,
body wraps, facial
treatments, and
manicures/pedicures.
© 2007-08 Del Mar Community Alliance, Inc. All rights reserved. |
