| the Chelsea - Atlantic City

Hotel Renovation & Repositioning Project

In 2006 Cape Advisors engaged Wildedge to guide them in combining, repositioning, re-branding and renovating the two adjacent hotels they had purchased into a single 331 room 248,000 sq/ft boutique hotel on the Boardwalk in Atlantic City, NJ. Wildedge quickly established the concept of "Returning Style and Luxury to the Boardwalk" as the underlying misison of the project.

The new hotel, called the Chelsea, is NOW OPEN 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 overseen by the proprietors of the Beatrice Inn and two outdoor pools, one a seasonally heated saltwater pool.

Brand Development and Marketing: Wildedge guided the development of the new brand identity systems for the hotel, both restaurants and the spa, wrote the positioning and brand strategy as well as directed the development of all printed collateral design, sales & marketing materials (including the hotel's website), email and direct mail marketing campaigns, PR campaigns and coordinated with joint-venture partners Starr Restaurants and the principals of the Beatrice Inn.

Operations Consulting: Wildedge helped develop and reconfigure the design of the back of house areas so they were more efficient and was also responsible for the identification and vetting of key hotel staff.

Low Voltage Coordination: Wildedge managed the design and implementation of all low voltage systems within the hotel which are comprised of the audio/visual systems, telephone (PBX and wiring), data and telephone cabling/drops, security camera placement, access control systems, wi-fi and wired internet. Wildedge also managed a number of sub-contractors for the associated cabling, installation and testing of these systems.

Technology Consulting: Wildedge managed the transition and migration, as well as upgrade and initial support of the hotel's new property management system (PMS) and key card access components as well as all associated software and hardware relating to online reservation booking engine, credit card processing, interfaces to on-property software, database management and all hotel networking requirements (wired and wi-fi) and server room specifications.

Cape May, NJ
Wildedge is also working with Cape Advisors on new brand identity development and low voltage systems for a new beach side vacation resort product called Ocean House in Cape May, NJ.

Brand Development: Wildedge developed the brand identity, associated collateral design, restaurant naming and concept development.

Low Voltage Coordination: Wildedge is managing MTS to execute the low voltage design for the audio visual systems as well as the cabling infrastructure for all television, telephone and internet services.