• Benchmark, Gemstone Merger Results in New Identity, New Name and Four Distinct Brands

     
    POSTED September 29, 2016
     

Following their merger, Benchmark Hospitality International and Gemstone Hotels & Resorts have created a new name and corporate identity for themselves. They will be known as Benchmark, a global hospitality company that has more than 70 hotels, resorts and conference centers, 8,000 guest rooms and 10,000 employees.

The company now includes new hospitality brands within their properties. They are: Benchmark Resorts & Hotels the existing portfolio of hotels and resorts in the U.S. and Caribbean, Gemstone Collection a combination of Benchmark’s “Personal Luxury Resorts & Hotels” and Gemstone’s “Gemstone Hotels & Resorts,” Benchmark Conference Centers which designates high-quality conference centers and Owner Advisory Group, which offers owners guidance in managing their assets.

“Our goal was to create an identity that reflects the global leadership, exceptional properties, and dynamic synergies, and opportunities the merged company now brings to its owners, guests and employees,” says Alex Cabañas, CEO, Benchmark.  

The Benchmark and Gemstone teams were advised by one of the leading hospitality market research and branding firms to help them rebrand.

From making her kids’ Kraken Halloween costumes inspired by Seattle’s National Hockey League team to chasing the sun in eastern Washington looking for spots to camp, Kelly Saling’s love for the Pacific Northwest is apparent in all aspects of her life—including her career. Promoted to senior vice president and chief sales officer at Visit Seattle in September 2021, Saling pulls from this personal appreciation to plug people into the region’s array of venues, natural landscapes, and everything in between.

 

Comfortable, familiar, and adorned with the color tones and tapestries of Peru, Portland’s Andina restaurant, housed in a historic onetime abattoir and warehouse in the city’s Pearl District, serves up modern Peruvian cuisine. 

 

Built in the vision of streamline modernism and art deco in 1941, the Vogue Theatre has become a hotspot in the heart of Vancouver’s entertainment district—a region known for its progressive hospitality and historic charm. “It’s a national registered historic site in Canada,” says Matt Friesen, general manager of the theater. While it is primarily a concert venue hosting artists such as Steve Lacy and Steve Earle & The Dukes, the Vogue’s nearly 10,000 square feet of space and mission to offer the utmost friendly customer service makes it a perfect venue for your next event.