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L'Auberge Now a Boutique Hotel
June 2008 | by John Graybill

 

After six and a half months of remodeling, L'Auberge Del Mar is scheduled to reopen on June 6. Over 100 construction workers have been feverishly working on site in recent weeks to make sure there will be no delay. With the busy summer season approaching, with the huge US Open event coming to town, and with weddings scheduled, the hotel's management is making sure they get back to business in the first week of June.

So what does six and a half months of lost revenue and $25 million in capital expenditures for renovation do for L'Auberge? It creates the foundation to re-emerge in the market as a premier coastal boutique resort. L'Auberge will now be able to effectively compete for customers seeking upper-luxury resort hotels such as the Grand Del Mar, The Lodge at Torrey Pines, La Costa, and the Four Seasons Aviara. The renovation consisted of remodeled guest rooms, a new lobby, restaurant, spa, meeting rooms, and extensive landscaping improvements.

L'Auberge will have a location advantage due to its proximity and easy access to Del Mar's beautiful beach area and quaint village. According to Michael Slosser, General Manager, “The resort hasn't had a comprehensive renovation since it was built in 1989. We made a major decision to do it because this asset is irreplaceable -- a unique boutique hotel with an unbelievable location and a very strong client following.”

So what does six and a half months of lost sales tax/transient occupancy tax (TOT) and a renovated L'Auberge do for Del Mar? It creates the foundation for a higher long-term tax revenue stream for our town and a centrally located facility that locals can use and enjoy. The higher room rate and occupancy rate should translate to more tax money that is needed for many public projects in the city of Del Mar. Also, tax revenues from many restaurants and retailers in the village should improve because L'Auberge is an important foot-traffic generator.

The renovation is clearly apparent from the street. It is open, lush, inviting, and no longer obscured by barrier landscaping. A beautiful ocean-view corridor is obvious from Camino Del Mar. According to Francine Williams, Director of Sales and Marketing, “Residents will enjoy stopping by for a glass of wine and appetizers at sunset to take in the casual elegance of the Bleu Bar or Waterfall Terrace. Live lobby music with an ocean view is certain to be a draw.”

The new restaurant will open September 10. It is planned to be a standout venue with outdoor dining offering intimate seating areas beneath hanging lanterns around various water features and fire-pits. The menu will feature local farmers, sustainable seafood, and hormone-free meals. Signature dishes will offer regional flavors using an open demonstration kitchen.

The spa will continue to operate in its previous location until the new and improved spa opens late December with a broad range of classic and signature services including massages, body wraps, facial treatments, and manicures/pedicures.

 

   
 

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