Soul Community Planet has acquired the 41-room beachfront Laguna Riviera Beach Resort. The deal marks SCP’s first expansion into California and its sixth hotel overall.
“The vision of Soul Community Planet is to make the world around us a better place by serving those who value wellness, kindness and sustainability. The beautiful seaside community of Laguna Beach is an eclectic fusion of California art, food and surf culture,” said Ken Cruse, Soul Community Planet co-founder and CEO. “It’s also one of the healthiest, kindest and most sustainability focused communities we know. As such, we see Laguna Beach as an ideal place for Soul Community Planet, and we look forward to merging SCP’s holistic hospitality with Laguna Beach’s cool California vibe. Our planned renovations of the hotel are intended to complement the character of Laguna Beach and will be thoughtfully conducted with city and community involvement every step of the way to ensure our efforts add to, rather than dilute, the eclectic authenticity that makes Laguna Beach so special.”
Opened in 1948, the Laguna Riviera is located directly on the beach. Described as a part French Riviera and part Mediterranean retreat, the resort has scenic coastal views, direct access to surfing and stand up paddle boarding and has a variety of room categories, including oceanfront studios to one-bedroom suites, many with a full kitchen, private oceanfront decks and fireplaces.
The hotel will maintain the Laguna Riviera Beach Resort name while undergoing the planned multi-million-dollar renovation and repositioning program. The design effort, led by Kelly Ogden of ELK Collective, will give the hotel a “Scandi-boho” design aesthetic, new landscaping and an updated exterior. The hotel will also get an 800-square-foot open communal co-working space and a wellness facility with a Peloton bike, TRX system, yoga and space for stretching. Upon completion of the renovations, the hotel will be rebranded as the SCP Laguna Beach.
SCP announced earlier this year it will become fully vegetarian across all of its venues, achieve net zero waste company-wide, and standardize all of its guest rooms on its signature “Peaceful Rooms” design by the end of 2022. These and other SCP brand services and programs are planned to be featured at the new SCP Laguna Beach.
SCP Hotels are currently located in Colorado Springs, Colo., Redmond and Depoe Bay, Ore., Hilo, Hawaii, and the Salishan Coastal Lodge by SCP in Gleneden Beach, Ore. SCP is actively expanding into markets that share its core values and culture, with the goal of introducing at least 25 SCP locations in the U.S. by the end of 2023.