PRG Hospitality Group,a renowned independent hotel brand based in California, has embarked on atransformative journey by rebranding itself as Common Thread Hotels. Thecompany, known for its award-winning destinations such as Sparrows Lodge, SandsHotel & Spa, and White Water Cambria, unveiled its new identity on June 14,2024. The rebranding effort encompasses all aspects of the company'soperations, including sales, marketing, branding, and corporate relations.
Common Thread Hotelsaims to cohesively represent the company's vision of contemporary,design-centric boutique hospitality. The rebranding comes to life through anewly launched portfolio website, featuring a reimagined logo, brand narrative,imagery, video content, and storytelling. The company's ethos, "behindevery stay, there is a story," is reflected in both internal and externalcommunications, ensuring a consistent brand experience across all touchpoints.
The current collectionof Common Thread Hotels spans across California, including Casa Laguna Hotel& Spa in Laguna Beach, The Prospect Hollywood in Los Angeles, Sands Hotel& Spa, Holiday House, and Sparrows Lodge in Palm Springs, San Luis CreekLodge in San Luis Obispo, and White Water Cambria and Cambria Beach Lodge inCambria. Future openings, such as destinations in Carmel-by-the-Sea and Paso Robles,will also be branded under the Common Thread Hotels umbrella. The company'son-property signature restaurants and spas, like The Pink Cabana at Sands Hotel& Spa and The Barn Kitchen at Sparrows Lodge, will also be part of therebranding initiative.
David Dittmer,co-founder of Common Thread Hotels, expressed his enthusiasm for the company'sevolution, stating, "Common Thread represents an important and inspiringevolution for our company. Our hotels have become synonymous with a veryspecial hospitality experience that puts design, personalized amenities, and atrue sense of relaxed luxury at the forefront, and we feel that this new brandvision captures that approach beautifully."
The rebranding extendsbeyond the company's website and includes a complete aesthetic overhaul. Thenew website features a reimagined logo, brand narrative, imagery, videocontent, and storytelling. Internal and external communications reflect theCommon Thread ethos, and the brand's social media channels and internal corporateplatforms will also align with the new brand identity. The company plans tointroduce new brand-wide offerings for guests in the near future.
Common Thread Hotelshave garnered significant recognition in the hospitality industry, withproperties like Casa Laguna Hotel & Spa, The Prospect Hollywood, SandsHotel & Spa, Holiday House Palm Springs, and White Water Cambria beingfeatured on prestigious lists such as Condé Nast Traveler's Hot List andreceiving coverage in renowned publications like VOGUE.com, Forbes.com, The NewYork Times, Architectural Digest, The Financial Times, The Wall Street Journal,and goop. Recently, San Luis Creek Lodge, Sparrows Lodge, Holiday House PalmSprings, and The Prospect Hollywood were awarded the coveted One Key award designationsfrom MICHELIN Guide.
Britten Shuford,co-founder of Common Thread Hotels, expressed pride in the company's growth andprogression, stating, "We began our hospitality journey with the ColonyPalms, which cemented our passion for the potential of independently mindedhotels, and we are immensely proud to celebrate the continued growth andprogression of our brand and portfolio with the debut of Common ThreadHotels."
Renowned designerMartyn Lawrence Bullard, a long-time collaborator with the company, praised theteam's dedication and expertise, saying, "As long-time collaborators, I'vehad the pleasure of watching this team turn decades of experience inhospitality and service into some of the most special destinations inCalifornia. Weaving them all together under a cohesive, focused vision, bothaesthetically and physically – will add even more allure and presence to theirbeautiful portfolio of small hotels as it continues to grow and expand."
