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

Cape Advisors engaged Wildedge to advise and manage the combining, repositioning, re-branding and renovation of two adjacent hotels they had purchased in 2005 into a single 331 room 248,000 sq/ft boutique hotel in Atlantic City, NJ on the Boardwalk. Wildedge 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 nightcl ub & 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 directed the development of the new brand identity systems for the hotel, both Stephen Starr restaurants and the 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.

Operations Consulting

Wildedge helped develop and reconfigure the design of the back of house areas so they were more efficient and was also helped in 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 system and wiring), data and telephone cable location 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 myriad 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.