HIGH-END HOPES
Chumash will cater to affluent with four-diamond hotel
1/11/04
By MARK VAN DE KAMPNEWS-PRESS BUSINESS EDITOR
This Fourth of July, next to the new Chumash Casino Resort in Santa Ynez, the tribe's 106-room hotel -- packed with extras to attain a lofty four-diamond rating -- is to open its doors.
Amenities ranging from whirlpool tubs, fireplaces and full-service spa treatments are part of the tribe's long-term plan selling both the $157 million resort casino and the charms of the Santa Ynez Valley.
This approach, so the tribe's marketing and public relations strategy goes, will pull in entertainment-hungry visitors from the San Fernando Valley and Central California. If all goes well, lots of rooms will be full at the new hotel and spa -- and there should be an overflow of guests who bed down for the night at lodgings throughout the valley.
"It's the high-end hotels in the county that have done the best with occupancy since 2002," said new director of hotel operations John Martino. "They have invested in upgrades, and people who come to our county want to stay at upscale hotels.
"Beyond that, my years of experience taught me the importance of interaction with hotel guests," he said. "This develops a level of trust and loyalty -- it is the best form of branding."
Charged with bringing this vision to reality is Mr. Martino, a well-known figure in the valley's hospitality industry. He's a luxury hospitality veteran, with 24 of his 30 years of service in Santa Barbara County.
Prior to joining the Chumash Casino Resort, Mr. Martino was the general manager of the new Santa Ynez Inn, where he helped conceive and develop that 14-room property into a AAA four-diamond hotel. Previously, he served as resident manager of the Alisal Guest Ranch in Solvang, where he was instrumental in developing the River Grill and River Course with former general manager Jack Austin.
Mr. Martino has a thorough knowledge of the area and all of the benefits available to tourists. He came to the valley in 1980 and saw first-hand the growth of the its wine country.
The casino hired him as a consultant Sept. 15; he became the full-time director Dec. 15.
Denise LeBlanc, a 12-year hospitality veteran, has been appointed assistant director of hotel operations. She starts work Thursday.
In all of its recruitment for upper management, the Santa Ynez Band of Chumash Indians held nationwide searches. Tribal leaders were aware of Mr. Martino -- they held many business meetings at the Inn and its adjacent Vineyard House restaurant. In the end, they wanted his knowledge of the local area, the market and successful management.
"There are several reasons why we chose to design and build a four-diamond hotel," tribal spokeswoman Frances Snyder said. "For starters, we view the entire property -- hotel and casino -- as a four-diamond property. It's important for our guests to feel that when they visit the Chumash Casino Resort, they are visiting a quality property."
The tribe's market study found that travelers to the valley are looking for high-end hotels, she said. The tribe also wants to expand its market. It is the only Indian casino within a 150-mile radius.
"We are known as a 'local's casino' and that will continue to be very important to us," Ms. Snyder said. "However, we believe that we can also capture the market that extends beyond Santa Barbara County. The wine enthusiast who wants to visit the valley and its many wonderful wineries. The discerning traveler who wants to get away from the hustle and bustle of the city. The spa devotee who wants quality treatments. The casino guest who is searching for a Las Vegas-style experience without the travel time."
Some casino patrons, including locals, have voiced their desire for premier entertainment at the casino and to be able to stay at the hotel, Ms. Snyder said.
Room rates will start at $140 for a standard king- or double queen-sized bedroom, and go up to $525 per night for the Chairman's Suite.
Those rates are on the high end for most lodgings in the Santa Ynez Valley, according to the UCSB Economic Forecast. But other hotels in the valley have been charging upwards of $150, even $200 per night.
There will be 100 employees for the hotel and spa, 25 of them working part-time. Recruiting will begin in February.
The hotel will feature designed furnishings made of mahogany and high-end fabrics and natural stonework, with custom carpeting throughout the building. The large lobby will have a wall covered in natural stone and numerous chairs where guests can sit to meet.
Most rooms will feature balconies and whirlpool tubs. Five rooms will have fireplaces. The hotel also will have 11,000 square feet of conference space.
Resort guests will have a 5,000-square-foot spa. There are to be full-service spa treatments including manicures, pedicures, facials, body treatments, massage and steam rooms. The fitness room will overlook a combination lap and grotto pool. The spa also will feature a hair salon.
RAFAEL MALDONADO / NEWS-PRESS PHOTOS
Construction workers continue work on the Chumash Casino Resort's new hotel on Wednesday. It is expected to open its doors in July. Below, John Martino, the resort's new director of hotel operations, stands in the lobby of the casino.