Located just off the coast of northeast Florida, Amelia Island boasts 13 miles of pristine beaches, abundant wildlife, and crystal clear waters. There is something for everyone seeking to find their own secret paradise.
Marriott’s dual-brand Courtyard/SpringHill Suites is a stunning compliment to the gorgeous island environment. The property captures the natural beauty of Amelia Island in distinct ways, with the uniqueness of each entity coming from separate entrances, lobbies, food and beverage offerings, and guestroom designs while remaining thoughtfully connected at the core.
The Dual-Brand Hotel Model
The dual-branded model is attractive to developers and hoteliers alike, as they can develop two properties with different room-rate structures, attracting a broader segment of guests. The building shares a common footprint while capitalizing on shared back-of-house operations and amenities.
Because JAI focuses exclusively on hospitality design, we were the right choice for this dual-brand hotel design.
Communication is Key
The JAI team implemented a comprehensive project management system to avoid confusion in all areas of our plan and build logistics. Being a boutique-style firm aided in communication within our tight team, allowing us to quickly solve problems – specifically after learning the owner needed to cut overall costs for both buildings.
We were grateful that ownership immediately involved our team, as we were able to significantly cut costs without impacting the design aesthetic just by working with our contacts and alternate sources.
On-Brand Design with Distinction
Both hotels maintain the familiar Marriott brand standards while staying connected in design. To give each hotel a distinction, the Courtyard design focuses on the unique Amelia Island wildlife, while the SpringHill Suites features the playfulness of the location’s surf.
A central porte-cochere drop-off area immediately embraces guests with a covered walkway as they arrive. Their only decision is which way to go – to the Courtyard lobby or the SpringHill Suites lobby. Both directions “wow” guests with stunning pool views. How can you go wrong?
Upon entry into the Courtyard, the light and airy lobby welcomes guests with a gorgeous aqua tiled rug. We kept the color palette soft and muted throughout the Courtyard side, with light wood tones pulling from the area’s landscape.
The stunning cluster of woven rattan pendants at various sizes and heights adds to the natural feel of the space and anchors the lounge seating to the bar area. The expansive bar overlooks the stunning pool and patio and shares access with the outdoor bar.
The media pods in the Courtyard dining area showcase our beautiful inspiration fabric for the hotel’s color palette – otherwise known as Jacki’s “Picasso.”
The decorative aqua acrylic panels over the banquette feature fine threads in repeating patterns of flowery bursts, adding a pop of color to the dining area. It reads like a piece of art adding movement through repetition.
Our design continued into the guestrooms with a custom sea turtle headboard wall mural and breathtaking sculptural metal floral artwork. The playfulness adds a bit of fun to the Courtyard rooms. The baby sea turtles are happily headed out to sea!
The ballroom and boardroom are shared spaces between the two hotels. The ballroom features the softer palette found in the Courtyard, but we introduced a bolder blue into the boardroom, which doubles as a private dining room as a way to combine both hotels’ aesthetics. Our favorite feature – a custom, crystal-like net that filters the light over the boardroom table for some extra sparkle.
More geometric and energetic in its design, the SpringHill Suites received a bolder color palette and darker wood tones. The eye-catching ceiling provides interest and movement throughout the lobby entrance. We think it’s a showstopper.
The spacious SpringHill Suites guestrooms highlight the continued color palette, while the modern, well-lit bathrooms offer plenty of counter space – perfect for any family getting ready for a day in the sun.
The shared pool area is a guest’s oasis. Soothing water feature sounds, custom whisky barrel side tables, inviting furniture, an outdoor bar, and a spacious patio with firepits will have guests gravitating to this relaxing retreat.
Design is Relational
I believe that design is all about building relationships. Having worked with this client on a previous project, the Amelia Island dual-brand hotel allowed us to strengthen our partnership and even reconnect with an exceptional architect we worked with in the past. We cherish the opportunity to nurture existing relationships and grow together. It’s proof that our clients trust our expertise.
Dual-brand hotels pose an exciting challenge for us as designers. At JAI, we work with the hotel guest experience in mind, and our commitment is always to create a beautiful design that makes a difference.
