Laguna Beach resort goes outside the box

During Covid lockdown in Los Angeles and San Diego, many larger resorts shut down, dismissed their staff, and shuttered. A little beachside hotel in the heart of Laguna Beach decided to do something different. We began by strategizing with the client about using this time to restage and reposition spaces within the resort that were previously underutilized or weren't being set well to invite the right guest. We restaged several critical areas to create a socially distanced new dining patio on a completely unused seating area. We reconfigured the pool deck to create a more intimate and tucked-in vibe where guests felt they could still get away but stay as far away from other guests.

Playing off San Diego's year-round sunny weather, we created the "Life alfresco" campaign, which ran in digital and print markets when prices were low as more prominent advertisers had halted all campaigns resulting in an increase of market visibility.

As California began to slowly reopen, Surf & Sand Resort was at capacity at each phase. They satisfied Californians' pent-up demand for staycations by conveying clean, fresh spaces that provided social distance without sacrificing a sense of vacation fun.