Sunterra is renaming Hawaii resorts again

[Bill4728 Super Moderator Find all posts View Profile Close Bill4728]

I thought it was odd that Sunterra didn't add the sunterra name when they deleted the Embassy name. Now they have added Sunterra.

KAUAI & MAUI: Sunterra is rebranding and renaming its two flagship properties in Hawaii.

Effective Sept. 30, the Poipu Point Vacation Resort on Kauai will be renamed the Point at Poipu, a Sunterra Premier Resort, and Kaanapali Beach Vacation Resort on Maui will be renamed Kaanapali Beach Club, a Sunterra Premier Resort.

A rose by any other name…

[riverdees05 Platinum Contributor Find all posts View Profile Close riverdees05]

What about Lake Tahoe?

[Bill4728 Super Moderator Find all posts View Profile Close Bill4728]

All the formmer embassy resort are being renamed. (On the sunterra web site they have renamed the resorts.) So ,they all end with the tag, "a sunterra premier resort" Grand beach is now called just "Grand Beach" Tahoe is unchanged, Kaanapali droped the Vacation out of their name and Poipu had the biggest change to "the Point at Poipu"

[T. R. Oglodyte Moderator Find all posts View Profile Close T. R. Oglodyte]

I thought it was odd that Sunterra didn't add the sunterra name when they deleted the Embassy name. Now they have added Sunterra.

Two comments.

First, September 30 is the date by which all traces of the Embassy name need to physically removed from all resort facilities, from stationary, etc.

Second, the naming convention they are using, "xxxxxxx, a Sunterra Premier Resort", makes it easier to separate the resort from Sunterra association in the future. Anyone who acquired the Maui property from Sunterra, for example, could easily retain the Ka`anapali Beach Club name and simply drop the Sunterra follow-on tag. In contrast, if the resort were named something such as Sunterra Ka`anapali, an acquirer would face the same rebranding issues that Sunterra is going through right now as a result of terminating the Embassy affiliation.