Client: Cape Advisors Inc.

Project: the Chelsea

Location: 111 South Chelsea Avenue, Atlantic City, NJ 

Project Type: Hotel Renovation 

Project Scope: Renovation / Branding / Technology / Operations

In 2007, Cape Advisors engaged Wildedge as a project manager to help manage the complex repositioning, re-branding and renovation of two adjacent hotels they had purchased in 2005 and convert it into a single 331 room 248,000 sq/ft boutique hotel in Atlantic City, NJ on the Boardwalk. Wildedge also established the underlying theme of "Returning Style and Luxury to the Boardwalk" as the overall positioning for the hotel.

The new hotel was named the Chelsea and is a luxury non-gaming beach side destination hotel with a full service luxury spa, two world class restaurants by Stephen Starr, a nightclub & indoor/outdoor lounge and two outdoor pools, one that is a seasonally heated saltwater pool.

Brand Development and Marketing

 Wildedge directed the development of the new brand identity systems for the hotel, both Stephen Starr restaurants and the 10,000 SF Sea Spa, created the positioning and brand strategy as well as directed the development of all printed collateral design, sales & marketing materials (including the Chelsea website), email and direct mail marketing campaigns, PR campaigns and coordinated with joint-venture partners Starr Restaurants and the principals of the Beatrice Inn (the original nightclub operators).