• Benchmark, Gemstone Merger Results in New Identity, New Name and Four Distinct Brands

     
    POSTED September 29, 2016
     

Following their merger, Benchmark Hospitality International and Gemstone Hotels & Resorts have created a new name and corporate identity for themselves. They will be known as Benchmark, a global hospitality company that has more than 70 hotels, resorts and conference centers, 8,000 guest rooms and 10,000 employees.

The company now includes new hospitality brands within their properties. They are: Benchmark Resorts & Hotels the existing portfolio of hotels and resorts in the U.S. and Caribbean, Gemstone Collection a combination of Benchmark’s “Personal Luxury Resorts & Hotels” and Gemstone’s “Gemstone Hotels & Resorts,” Benchmark Conference Centers which designates high-quality conference centers and Owner Advisory Group, which offers owners guidance in managing their assets.

“Our goal was to create an identity that reflects the global leadership, exceptional properties, and dynamic synergies, and opportunities the merged company now brings to its owners, guests and employees,” says Alex Cabañas, CEO, Benchmark.  

The Benchmark and Gemstone teams were advised by one of the leading hospitality market research and branding firms to help them rebrand.

It’s that time of year when groups are readying plans for holiday events, and employers are looking at how to celebrate their teams. In the fall 2022 issue of Colorado Meetings + Events, we looked at the state of holiday gatherings and found that they indeed are on the rebound. Some gatherings are going big after two years of not getting together or generally scaling back, while others are opting for in-office parties, small dinners, or community service projects. 

 

Looking for something a little different to plug your group into and a venue they will be talking about long after a gathering concludes? Taliesin West in Scottsdale, Arizona, a UNESCO World Heritage site and the winter home and laboratory of architect Frank Lloyd Wright, might be the solution with its Sunsets and Sips and Wellness Series

 

Colorado has 58 mountain peaks exceeding 14,000 feet, known locally as “fourteeners” or “14ers.” This is more than any other state and includes the 14,115-foot Pikes Peak, where standing at the summit in 1893 inspired Katharine Lee Bates to write the poem “America” that today is known as the song “America the Beautiful.”