CASE STUDY - THE RAMBLER
A Roadside Motel, Reinvented
Project Overview
In 2017 the new owners of a 112-room economy hotel in Chula Vista, CA came to Eat.Drink.Sleep. in search of guidance. They had recently acquired a hotel as part of a strategic real estate transaction. However, they didn’t have experience operating hotels, and this hotel had challenges. The property was in disrepair, it underperformed in the market, and the on-site restaurant was permanently closed.ADR increased by 34% in first operating year of new ownership
The Challenge
The hotel is located in a market tract crowded with economy, flagged hotels on the outskirts of San Diego County. Eat.Drink.Sleep. jumped in to solve two major challenges:[1] How do you surprise and delight guests while adhering to a remodel budget of $25K per room?
[2] How do you compete as an independent hotel against the major flags in a crowded market?
EDS leveraged its expertise in the independent space to balance design updates with a tight budget and quick remodel schedule.
The Approach
Eat.Drink.Sleep. is an expert at solving hospitality problems that need a little extra TLC with guest-centric solutions that generate repeat visitation, positive review scores, and owner returns.
Considering the property’s location, existing building design, and competition, EDS knew the property would need a name change, dramatic visual update and market repositioning to be successful. After extensive market research, EDS discovered leisure budget travelers were underserved in San Diego’s core tourism regions and there was a need for additional corporate transient rooms mid-week.
Eat.Drink.Sleep., working with their in-house design affiliate, Second Sight Design, pulled out all the stops to create a cheeky roadside revival motel that caters to today’s traveler who wants an experience-driven stay no matter their budget. Using the hotel’s exterior hallways, cinder block walls, and kidney shaped pool to design advantage, the new concept is a playful nod to a 70’s road trip. Bright colors, cheeky details and custom art greet guests at each touchpoint.
Value Creation
The Rambler Motel’s renovation included an overhaul of the closed on-site restaurant. The new concept, Rambler Coffee, services hotel guests and the local community. Adding the F&B element allows the hotel to compete in the lifestyle space while generating $500k in incremental sales annually.
Four guestrooms were converted into two, one-bedroom suites with kitchens. The suites have successfully attracted extended stay guests, top tier media mentions and VIPs from the neighboring casino.
The Results
The all-new Rambler Motel opened in late 2018 after a whirlwind remodel with a total investment of $25K per key. Within months of reopening, the Rambler Motel was named “Best Hotel, San Diego South Bay” by San Diego Magazine and was #2 in Chula Vista on TripAdvisor.
Results
$25K/Room Invested
ADR Increased by 34% in
First Operating Year of
New Ownership
90% ADR Increase
from 2017 to 2022
Services
BrandingInterior Design
Operations
Marketing
F&B
