• Benchmark, Gemstone Merger Results in New Identity, New Name and Four Distinct Brands

     
    POSTED September 29, 2016
     

Following their merger, Benchmark Hospitality International and Gemstone Hotels & Resorts have created a new name and corporate identity for themselves. They will be known as Benchmark, a global hospitality company that has more than 70 hotels, resorts and conference centers, 8,000 guest rooms and 10,000 employees.

The company now includes new hospitality brands within their properties. They are: Benchmark Resorts & Hotels the existing portfolio of hotels and resorts in the U.S. and Caribbean, Gemstone Collection a combination of Benchmark’s “Personal Luxury Resorts & Hotels” and Gemstone’s “Gemstone Hotels & Resorts,” Benchmark Conference Centers which designates high-quality conference centers and Owner Advisory Group, which offers owners guidance in managing their assets.

“Our goal was to create an identity that reflects the global leadership, exceptional properties, and dynamic synergies, and opportunities the merged company now brings to its owners, guests and employees,” says Alex Cabañas, CEO, Benchmark.  

The Benchmark and Gemstone teams were advised by one of the leading hospitality market research and branding firms to help them rebrand.

Gary Schirmacher is devoted to serving others and the industry he cherishes.

Gary Schirmacher, CMP, is one of only two people who have chaired the global foundations for both Meeting Professionals International (MPI) and Professional Convention Management Association (PCMA). It is fair to say he is one of the most connected individuals in the meetings and events industry, as no one gets elected to international roles such as these without excelling at building relationships, fundraising, and bringing expertise to the table.

 

The Hospitality Sales and Marketing Association International (HSMAI) Southern Colorado Chapter provides several opportunities throughout the year for the hospitality community to get together outside of work. One of the latest gatherings was a meet-up at The Well in downtown Colorado Springs. socohsmai.org

 

Check out the latest food and beverage news of interest to groups from the Front Range, Pueblo, Grand Junction, and Silverthorne.

The Annex at Weldwerks, a chef-driven eatery led by Chef Tim Meador, opened inside WeldWerks Brewing’s Greeley taproom. Like the brewery’s constantly rotating tap list, menu items at The Annex are ever-changing and expertly paired with the current beer menu. weldwerks.com/the-annex