GLOBAL UPDATE : DEVELOPMENT
Welcome Commune
to the
The Saguaro Palm Springs opened February 1 .
Tim Street Porter
The Joie de Vivre-Thompson merger will create a collection , a new 3-star brand and a focus on further global expansion .
By Jeff Weinstein , editor in chief
Commune Hotels & Resorts , San Francisco , is the new name of the joint venture created last year between Thompson Hotels and Joie de Vivre . This summer , Commune will launch the JDV Collection and , later this year , a design-driven , 3-star , value-oriented brand .
Co-chairs John Pritzker of Geolo Capital and Thompson ’ s Jason Pomeranc , along with the joint venture CEO Stephen Brandman , have been formalizing the plan for Commune since the October merger between Thompson and Joie de Vivre , which was provisionally known as JT Hospitality , a collection of more than 30 independently branded hotels .
Brandman says Commune will focus on global expansion . Since the merger , the company has debuted Thompson ’ s Belgraves in London , The Saguaro Scottsdale in Arizona and The Saguaro Palm Springs , California . Most recently , Commune launched the Hotel Lincoln in Chicago .
Commune also has signed management contracts for hotels under development , Brandman adds , including Thompson properties in Chicago and Miami , and Joie de Vivre hotels in Honolulu and Palo Alto , California .
The company ’ s plan to develop a 3-star brand will come through organic growth or portfolio acquisition , with Brandman adding that Commune could do anything from 5-star hotels in Asia to pod-style hotels .
For the 3-star brand to come , Brandman says some Joie de Vivre hotels could end up in this portfolio , but it will be up to owners to make that decision . “ If owners are happy with Joie de Vivre , there is no reason to rebrand it as long as the asset is maximizing its possibilities ,” he says .
Commune ’ s culture To understand the Commune umbrella brand , Brandman points to what companies like Starwood and IHG have done with multiple brands . “ Because of our merger in October , we are well capitalized and will explore opportunities in markets like Asia and Mexico ,” he says . “ Our new hotel in London , Belgraves , will lead to more opportunities in Europe . We want to become more global , and more announcements will take us in that direction .”
The ethos of Commune has been stated as being about celebrating individuality , community , locations that are authentic to their environment and providing the kind of service that “ exceeds guests ’ expectations and makes travel exciting again .”
Brandman adds that the name of the new company does not necessarily define its essence , and says Commune will adapt to the vibe of existing Thompson and Joie de Vivre hotels . “ Commune is an umbrella brand . If you are looking for a lifestyle experience , choose a Thompson hotel ; if it is eclectic and more individual it is Joie de Vivre ,” he says .
As for Joie de Vivre becoming a “ collection ,” Brandman says those hotels have always been considered as such . “ For 25 years , it has always been about individuality ,” he notes . “ We figured the best way to represent it was to call it a collection with individual messages .”
16 HOTELS April 2012 www . hotelsmag . com