Royal Palms Resort and Spa was originally a Mediterranean-inspired private estate constructed in 1929 as a winter retreat for New York City financier Delos Cooke and his wife, Florence. As collectors of fine art and worldly antiques, the Cookes decorated their home with pieces sourced from their extensive travels throughout Europe and Latin America. This foundation was leveraged through a $32 million renovation in 1999. In collaboration with the property’s leadership team, Commit developed a brand that catapulted the Royal Palms Resort and Spa to be recognized as one of the premier resorts in Arizona as well as being included regularly by Luxury Spa Finder as one of the 10 most romantic spas in the country. Over the course of Commit’s 10-year engagement, Royal Palms Resort and Spa became known as the #1 boutique hotel in Arizona and the #2 hotel in Phoenix, as rated by U.S. News & World Report, and was nationally known as the destination for romance and special occasions. After the brand relaunch, the property saw a 25 percent increase in room nights, 19 percent increase in length of stay, 8 percent increase in average daily rate and a 35 percent increase in overall revenue.
With the addition of a new spa, renovation of its esteemed T. Cook’s restaurant and expanded footprint with additional guest rooms and suites, Commit Agency was retained to leverage the history of the property and its many unique attributes to create a brand foundation, lore and visuals that positioned the property effectively against its competitive set as the ultimate oasis for guests seeking tranquility and solitude. In addition, Commit Agency developed a distinct color scheme and iconography to connect guests to the myriad experiences to be had throughout the resort.