On the heels of a merger between Benchmark Hospitality and Gemstone Hotels & Resorts, the company — which owns both Garden of the Gods Club and Cheyenne Mountain Resort — has announced a new corporate identify and four brands.
The launch of the companies, known as Benchmark, includes more than 70 hotels, resorts and conference centers, 8,000 guestrooms and 10,000 employees.
The Benchmark companies will include:
- Benchmark Resorts & Hotels, the company’s existing portfolios of hotels in the U.S. and Caribbean. Cheyenne Mountain Resort is part of this company.
- The Gemstone Collection, which includes both Benchmark’s personal luxury resorts and Gemstone Hotels & Resorts. The Garden of the Gods Club is a Gemstone Collection property.
- Benchmark Conference Centers, which became part of the meetings market in 2014, designates properties that are purpose-built conference centers and meeting venues.
- The Owner Advisory Group, which offers owners asset management expertise to maximize value for profit. The branch uses the company’s real estate expertise to provide owners new ways to increase the value of their hotel’s operations and real estate investments, according to a press release from Benchmark.
Benchmark’s new logo will consist of a triangle and globe, symbolic of the company’s concept of balancing living, learning and leisure in its property. The globe represents the company’s expanding global presence, according to the release.