DAYTONA BEACH, FL— A renovation and rebranding project in excess of $7 million is in the works at the Hilton Daytona Beach Oceanfront Resort here. The property’s owner, Noble House Hotels & Resorts, is pursuing the project in order to reintroduce the hotel as the independent Shores Resort & Spa on Jan. 1, 2005. The current franchise agreement between Noble House and Hilton expires on Dec. 31. The project’s plans call for the renovation of all guestrooms, a new SpaTerre, a new Baleen Restaurant and the renovation of public spaces and meeting space. Improvements to the pool deck are currently in the planning and approval stages. Since purchasing the hotel in 1996, Noble House has invested about $3 million into the asset. The hotel will remain open during the renovation.
