Sometimes the ingredients are all there but they’re not readily visible. The Aruba Renaissance Resort is a sprawling footprint two hotels, a fully themed RD&E development, a marina and a private island. The problem was that it’s not “on the beach”. IDEAS was tasked with creating a unifying design for the Aruba Renaissance Resort property in the heart of Aruba’s commercial district with multiple hotel, shopping, dining and entertainment offerings. The challenge was to create distinctive guest satisfiers that played to the property’s differences from the typical beach-front hotels on the island. The team developed new storywork that infused the island’s indigenous art forms and culture into the resort’s new identity.
In addition to a complete exterior palette make-over, IDEAS also created a new thematic way finding and signage system, developed concepts for special events and nighttime entertainment, and created a new featured nighttime guest experience called “Blue”. During the day, Blue is the resort’s terrace pool, but as the sun sets, the area is transformed by motion lighting, sound design and costuming into the island’s newest popular outdoor nightclub. Located two stories up but immediately off the street, guests traveling the district see the activity and are naturally attracted to the nightclub. The result was a improvement in rev-par by almost 15%. Upon completion, IDEAS was retained by other Marriott/Renaissance hotels and resorts to do similar work.