NEW YORK— Edward Mace has taken the reigns as president of Rockresorts and is in the midst of getting acquainted with the portfolio via a short tour of the brand’s existing five hotels. His appointment follows Vail Resorts announcement that it would acquire a majority interest in Rockresorts International LLC from Olympus Real Estate. The deal forms a new management company comprised of four-and-a-half star properties called Rockresorts International LLC, aimed at growing aggressively throughout the United States, and eventually, worldwide. The new company will initially offer 11 resort hotel properties, including the five original Rockresorts, five former Vail properties which will be rebranded with the Rockresorts name within the next week, and a Ritz-Carlton hotel in Palm Springs, CA, which Vail acquired in a separate deal and plans to rename the Lodge at Rancho Mirage (a Rockresorts hotel). In an interview with Mace during his first few days at Rockresorts, HOTEL BUSINESS® learned he was drawn to the position “because of the legendary [Rockresorts] brand name, which has been around since the 1950s.” He also hinted that the acquisition by Vail Resorts, a proven luxury hotel operator with a strong balance sheet, made the role even more “compelling,” since it meant the brand would be positioned for growth. Mace, former president/CEO of Fairmont Hotels, brings with him a vast knowledge of the luxury hotel segment, making him a perfect fit for Rockresorts. While at Fairmont, he spearheaded the merger with Canadian Pacific Hotels. In his new role, Mace will take on responsibility for all facets of operating and developing Rockresorts, including the direction of the Rockresorts management company, overseeing its resorts and the expansion of the collection of properties. He also assumes the presidency of the Vail Resorts Lodging Company, which includes all of Vail Resorts hospitality and property management operations. “This was definitely a unique opportunity,” said Mace. “Large brands have been consolidating and growing… but along comes a small company with significant resources backing it; it is like a breath of optimism in the industry. This shows people that there are opportunities for long-term growth out there,” he said. Within days, Mace will have a bolstered Rockresorts portfolio consisting of 11 hotels, as the remaining Vail properties are added to the collection. “My immediate focus will be on those properties, making sure the rebranding goes smoothly and looking for more assets with a unique sense of place to grow the portfolio,” said Mace, who noted the company will search both in the U.S. and abroad. He said most of the Vail properties have had a commitment of capital to execute enhancements so they’ll fit in with the rest of the Rockresorts collection. Rebranding is expected to be fully complete next week.
La Posada Resort