The Salamander Collection, founded by business leader Sheila Johnson, has evolved its brand to mark the 10-year anniversary of its flagship resort in Virginia. Formerly known as Salamander Hotels & Resorts, the Salamander Collection owns and operates seven properties in the U.S. and Caribbean. In the past year, the company added three destinations into its portfolio.
On August 29, 2013, Johnson formally opened the Salamander Resort & Spa in Middleburg, Va., now called Salamander Middleburg under the fresh branding. Last year, the company added another branded property in the nation’s capital: Salamander Washington D.C. This summer, the company completed the first homes in its inaugural branded residential project: Residences at Salamander Middleburg.
The company now has properties in Middleburg, Washington D.C., Charleston, Aspen (Colo.), Tampa Bay, Jamaica and Anguilla. In addition to operating hotels and branded residences, the company also hosts numerous internationally recognized events like the Family Reunion, Middleburg Film Festival and the PGA TOUR’s Valspar Championship.
“Salamander represents much more than hotels and resorts; for the past decade, our unique culture of inclusion, kindness and warmth, has created a genuine sense of belonging, which is why Salamander Collection is an even more fitting name for our company,” said Johnson, who this September will share details about her voyage into hospitality with the release of her memoir: Walk Through Fire.
The new brand work, overseen by Salamander’s Chief Marketing Officer Tracey Slavonia, was designed to forge brand pillars that reinforce Salamander’s tenets and demonstrate the positive role the company plays in its surrounding communities. To help amplify the story, Slavonia’s team created a clearer voice and distinct visual aesthetic. Both company and property websites have been updated while the company also launched a new Salamander magazine.