Hersha is rebranding this California beach resort

(The hotel is an oceanfront 60-room property located in the heart of the Monterey Peninsula, which Hersha Hospitality Trust acquired in 2016.)

Hersha Hospitality Trust, a self-advised real estate investment trust based in Pennsylvania, is rebranding and repositioning the Sanctuary Beach Resort, an oceanfront 60-room property located in the heart of the Monterey Peninsula, which the company acquired in 2016. Later this summer, the resort will also welcome Salt Wood, a new restaurant that will cater to guests and locals.

“The rebrand and repositioning of this hotel will reflect the property’s unique, serene natural surroundings and cater to its independently-minded guests, who value the property’s authenticity, tranquil setting and unparalleled service,” Jody Blackinton, regional director of operations for HHM, said in a statement. “With the opening of Salt Wood restaurant this summer, and our dedication to elevating the overall guest experience on property, Sanctuary Beach Resort will secure its position as a premier option for year-round visitors to the famous Monterey Peninsula.”

The revitalized branding of Sanctuary Beach Resort echoes the resort’s identity within the Monterey Bay vicinity, highlighting the natural scenery of the California coastline and dunes in a conceptual manner.

“Sanctuary Beach Resort is a one-of-a-kind destination, serving guests who value authenticity and personal connections,” Jay H. Shah, CEO of HHT, said in a statement. “In recrafting the resort’s story, our branding experts honed-in on the rich, natural elements of the resort as a guide to capture the raw, elemental qualities of the environment, which truly is a sanctuary.”

In addition to the rebrand of the property, the resort is opening Salt Wood Kitchen and Oysterette in late summer 2017. Led by chef David Baron, a California native who has held positions at the Michelin award-winning Atelier Crenn and Coi in San Francisco, the menu will have raw, cured and wood-fired dishes with an emphasis on local, seasonal seafood and shared items. 

The space, constructed by architect Keith Hall of Parallel Studios, will have a central experiential oyster bar and live-fire kitchen serving as the heart and hearth of Salt Wood, surrounded by three dining environments—a full-service dining room, a bar and lounge and al fresco patio dining. The dining room and patio space will allow guests to use each space year-round. In addition, Salt Wood will offer accommodation for large groups and weddings, as well as private dining rooms with upgraded IT and audio visual for corporate and executive retreats. The restaurant’s design, spearheaded by Farouki Farouki, will echo the natural scenery of the California coastline, with a palette of greens, greys, blues and oxidized metal, accompanied by views of the dunes.

Located on the Monterey Peninsula on 19 acres of the Marina Dunes Preserve, Sanctuary Beach Resort offers views of the Bay and dunes, private cottage accommodations, nightly bonfires and a number of amenities. The offerings include chauffeured golf carts, in-room breakfast baskets and more.